Quiosk Quenches the Thirst for Local Visibility: A Dutch Case Study

Case Study

Quiosk Quenches the Thirst for Local Visibility: A Dutch Case Study

1800% increase in impressions on local search

900% increase in driven direction requests

2x increase in organic traffic for “placing vending machines”

Company Background

Our client, Quiosk, is a groundbreaking vending machine operator based in the Netherlands. Quiosk has redefined the vending experience with an innovative concept tailored to specific moments of indulgence. Addressing the universal need for a quick and tasty snack or refreshing drink, Quiosk operates 24/7, filling in the “blind spots” across the Netherlands and Belgium. The challenge Quiosk faced was enhancing its local visibility to make its unique vending solutions easily accessible to a broader audience.

Challenge: Low Local Visibility

Quiosk’s innovative vending concept aimed at addressing the changing nature of daily life faced the hurdle of low local visibility. Despite providing a solution to the timeless need for quick and satisfying refreshments, potential customers were not fully aware of Quiosk’s presence and offerings. The challenge was to increase brand awareness and ensure Quiosk’s vending machines were prominently visible to the local target audience. Visibility on Local Search was identified as a top priority, but budgets to built out local landing pages, backlinks or citations was not available.

Strategy

1. Optimising Online Presence:

Quiosk’s Google Business Profiles underwent a thorough audit to ensure they were set up for success and under full ownership of the central marketing team.

2. Google My Business Optimisation:

The profiles were optimised for local searches, emphasising keywords related to innovative vending solutions and specific products. This was done through bulk upload of services.
Localised content was integrated into the GBP profiles to enhance its visibility on search engines, making it easier for potential customers to find Quiosk online.
Quiosk’s Google My Business (GMB) profile received a facelift, incorporating accurate business information, including locations, operating hours, UTM tagging, and contact details.
Regular updates and engaging posts on the GMB profile increased visibility on Google, making Quiosk more accessible to local users.
Social Media profiles were added to the local listings to increase retention.

3. Next steps in Quisk’s journey for growth:

Built Local Landing pages
- Working on building a landing page for all the individual Google Business Profiles to support local visibility
- Add structured local business data and align that with GMB.

Working on a review strategy to grow the number of reviews.

Google Ads Campaign Launch:
- A targeted Google Ads campaign was initiated, focusing on relevant keywords and geographic targeting to capture the attention of potential customers actively searching for vending solutions
- Ad creatives highlighted Quiosk’s convenience, innovation, and 24/7 availability, driving traffic to the website and increasing overall brand visibility.

See what our client says about us

Integrating our multiple vending machine locations into Google Business Profiles presented a significant challenge due to its complexity. However, the dedicated support and expertise of GMBapi.com's team turned this around. Their hands-on assistance and user-friendly platform simplified what initially seemed daunting, enabling us to efficiently manage and optimize our locations.

The results speak for themselves: enhanced online visibility and insightful analytics that have been instrumental in our growth. This partnership with GMBapi.com has not only streamlined our operations but also opened new avenues for customer engagement and market expansion.

The Results

- 1800% increase in impressions on local search
- 900% increase in driven direction requests
- 2-x increase in organic traffic for “placing vending machines”

Improved Search Rankings

Quiosk’s website achieved higher rankings on local search engine results pages (SERPs), resulting in increased organic traffic and improved B2B traffic interested in “placing vending machines” with almost 100%.
GMB profile optimisation led to a significant surge in website impressions and clicks, with more users discovering Quiosk through Google searches.

Engaged Social Media Audience

Social media engagement soared, with a substantial increase in followers, likes, and shares. Quiosk’s visibility on Local Search and integration of its social media channels led to a notable uptick in followers.

Increased Google my Business Visibility

Total impressions were up by 1800%, showcasing the effectiveness of the optimisations in reaching a wider audience.
Total actions, mainly driven by directional clicks from the Google Ads campaign, were up by almost 900%, indicating a significant increase in user interaction, mostly driven by “direction clicks”.

Expanded Physical Presence

Enhanced local visibility led to increased collaborations with local businesses and entrepreneurs and resulted in the installation of additional Quiosk vending machines, strategically filling in the “blind spots” and expanding Quiosk’s physical presence.

Conclusion

Quiosk’s commitment to enhancing local visibility through a comprehensive strategy, encompassing online optimisation, social media engagement, local partnerships, and a targeted Google Ads campaign, yielded remarkable ROI. The innovative vending concept found its way into the daily lives of the Dutch speaking populations in the Benelux, addressing their need for quick refreshments at any time. This case study exemplifies the effectiveness of a well-rounded local visibility strategy for businesses like Quiosk operating in competitive markets when they combine small investments in smart Local SEO solutions GMBapi.com with a savvy online marketing strategy.

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