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
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. Google Ads to enhance local visibility and measure its impact
We launched three separate Google Ads campaigns, each targeting different types of vending machine locations: one for ‘new locations,’ one for ‘successful locations,’ and one for ‘underperforming locations.’ Half of Quiosk’s locations were included in these campaigns, while the other half served as a control group.
To measure the success of these campaigns, we compared the actual revenue generated by each location group against their projected revenue. The difference between the projected and actual revenue helped us assess whether the Google Ads campaigns had a direct impact on sales.
Each campaign had a budget of €1,000, spread over two months. We then conducted a Causal Impact analysis to determine the statistical significance of the results. Despite the small scale of the test, we achieved a 92% confidence level in our findings.
- On new locations, our Google Ads investment drove an additional 20X turnover
- On best-performing locations, our Google Ads investment drove an additional 15X turnover
- On poor-performing locations, our Google Ads investment drove an additional 10X turnover.
4. Next steps in Quiosk’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.
- Work on an SEO strategy for the B2B local discoverability to make sure we get a regular stream of leads that want to place a vending machine.
See what our client says about us
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”
- Insight into the causal impact of Google Ads on different types of locations
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
In conclusion, Quiosk’s success in leveraging Google Business Profiles for local SEO demonstrates the power of a focused and adaptable strategy. Continuous learning and engagement with the broader SEO community are crucial. Our participation in events like Friends of Search, where we shared our own insights alongside industry leaders like Wil Reynolds, Lily Ray, and Rand Fishkin, has been instrumental in refining our approach. We invite you to explore the specific strategies we presented at Friends of Search by downloading our presentation here. By staying informed and actively participating in the evolution of local SEO, Quiosk is poised for continued growth and success.
