Turning local search into in-store foot traffic across 30+ stores

Problem & context

A two-brand retail group running 30+ stores across BC and steadily opening new ones, where every new store needed to rank locally from day one to pull in foot traffic.

My role

Fractional marketing lead owning local SEO and local presence to drive in-store traffic across both brands.

Process & approach

• Built the websites for both brands and all their stores, and ran a pre-launch playbook — store pages, Google Business Profiles, and backlinks set up ahead of opening — so each location was already ranking the day it launched.
• Sustained local SEO, an organic content program, and a weekly and monthly review system across every location.
• Ran a high-velocity review program that fed root-cause fixes and revealed which promotions would land — reporting on search, foot traffic, and store revenue every month.

Outcome & results

• Across a representative month the stores booked $3.1M+ in revenue (up 6.7% MoM), with the sister brand adding ~$1.6M — roughly $4.8M combined — fed by local search capturing nearby, ready-to-buy demand.
• Generated 8,100+ Google Maps direction requests and 22,700+ Google Business Profile interactions per month — the clearest signals of customers heading into stores.
• Grew organic reach to 259K–483K monthly impressions and 18,900–22,200 monthly organic clicks, peaking at 483K impressions and 33,000 users in a single month.
• Doubled the sister brand's organic footprint in six months: impressions 109K → 219K, clicks 6,630 → 12,800, users 7,900 → 16,000 per month.
• Ran a review program (hundreds per month, 387 five-star in a single month) that surfaced negative feedback for root-cause fixes and policy — not just reputation.