Local Brand Visibility Score
To calculate the success of a brand’s Local SEO, Chatmeter takes into consideration the five key areas that go into a Local SEO strategy: listings, reviews, social media, rankings, and competitors. Considering 83% of U.S. shoppers that visit brick-n-mortar stores start their search online, it’s vital that today’s retailers have online local brand visibility.
Chatmeter scores the online visibility of a brand using our Local Brand Visibility (LBV) scoring system. A brand’s LBV score is an aggregate of the most important metrics tied to reputation, social media activity, and local SEO. Customer activity levels, listing accuracy, rankings, customer ratings, and local competitors all factor into the score.
For the purpose of this high-level brand comparison report, we’ve decided to omit the Social Score from the LBV Score, as it is designed to calculate the health of a brand’s location-specific social media accounts. Not all of the brands in this report have taken the extra step of creating local social accounts.
Deep Dive on LBV Scores: LISTINGS
A brand’s Listings score takes a look at two key areas for listings: accuracy and presence. Listing accuracy relies on a brand providing and maintaining the correct location information on their listings at all times. This information includes; business name, address, phone number, and website. An estimated $10.3B are lost annually due to inaccurate or missing business listings, which is why accurate listings are such an important factor in our Local Brand Visibility score.
In addition to accuracy, brands need to also make sure they have a strong listing presence. This means getting listed on every relevant directory starting with the big ones like Google, Facebook, Yelp, Apple Maps, and Bing. Brands also need to ensure their locations are free from duplicate listings on these sites. Duplicate listings cause confusion for both the directory and the consumer, which is why they can bring down a brand’s visibility score.
Deep Dive on LBV Scores: REVIEWS
A brand’s reputation is vital today; consumers are looking to make purchases from brands that hold values similar to their own. The true representation of a brand’s values can be found in their reviews. On average, consumers read around 10 online reviews before making a decision about a local business.
Our Review score takes into consideration both the quantity and quality of reviews as well as how frequently brands are responding to reviews. According to Google, consumers find businesses that respond to reviews 1.7x more trustworthy than those who don’t. Reviews also make up over 15% of how Google ranks a local business, making reviews one of the most influential ranking factors. In this report, we looked at online reviews from the top 3 review sites; Google, Facebook, and Yelp.
Deep Dive on LBV Scores: SEARCH RANKINGS
From desktop to mobile and even voice search, one thing is becoming increasingly clear, if you’re not on the first page of results, you’re last. Our Search Rankings score is calculated based on how well a brand is ranking, locally, for its most common unbranded keywords.
Google’s Consumer Insights has reported a 200% increase in “where to buy + near me” searches over the past two years.
Many national brands are focused on optimizing their listings for branded keywords, but our research shows that 81.7% of all local searches are made using unbranded keywords. Optimizing for branded keywords alone does not give retailers the power they need to earn rankings high enough to capture the attention of moment-of-need shoppers. Brands that earn Search Ranking scores over 70 are more likely to appear on page-1 and therefore earn more customers.
Deep Dive on LBV Scores: COMPETITION
The final piece to our LBV score is the Competition score. This score benchmarks brands to their local competitors. For many of the brands listed in this report, their locations are often in the city or even the same parking lot as their competitors. The competitor score takes a look at whether or not a brand is outperforming its competitors at each and every location.