Context
The Swiss Haute Horlogerie Manufacture Audemars Piguet has approximately fifty boutiques around the world. Its luxury watches are also marketed by hundreds of third-party outlets.
As part of an SEO audit, Suisseo found that the brand had never optimised the online presence of its physical outlets in search engines and on Google Maps.
None of the boutiques’s Google My Business listings were claimed by the brand. The data was inconsistent and often incomplete or incorrect. In addition, hundreds of outlets created over the years by employees or resellers were no longer current or duplicated.
Objectives
In the light of the audit’s findings, it was then decided that an across-the-board overhaul was required. The objective is to allow the luxury watch brand to regain control of its Google My Business listings, to nurture its online presence and to offer the best possible user experience to prospects and clients who are looking to visit a boutique, especially with their mobile phone.
Strategy
First, we made an overall inventory of all the My Business listings that referred to the brand. We then claimed them and added them to the Google My Business Entreprise account that we had especially created for Audemars Piguet.
Secondly, we optimised the data in all of the boutiques’ My Business listings so that they are displayed on the right search terms and provide users with more precise information.
Finally, we synchronised these My Business listings with all of Audemars Piguet’s Google Ads campaigns, adding location extensions specific to each point of sale.
Results
Regarding all of its points of sale, Audemars Piguet went from incomplete and sometimes incorrect online data to a neat, controlled online presence, in line with its brand image.
Thanks to this optimisation, it is now possible for it to collect statistics on its boutique traffic, on the telephone calls it receives, on the paths of its prospects and clients and on the requests entered by Internet users in order to find the establishment.
This also makes it possible to highlight their points of sale in Google Maps and in Google search results using Google Ads by the positioning on key words.
Today, Audemars Piguet’s My Business listings receive between 50% and 1000% more views than those of its competitors, depending on the point of sale.