Before 2021, Domino’s wasn’t offering quality local experience when it came to reaching customers via search. While 46% of Google searches requested local information, Domino’s local store pages lacked the content and optimisation required to tap into the ample search demand that existed in the UK and Ireland. This resulted in poor local rankings and weakened conversion rates, with users often ending up on the Domino’s home page rather than seeing content tailored to suit their needs.
Performics @ Starcom deepened the brand’s presence across the local search landscape, aiming to move Domino’s local store pages to first position Google rankings and delivering organic revenue growth through local pages. This ambitious project involved the creation of over 1,200 bespoke, SEO-optimised local pages across UK and Irish stores. These simultaneously improved traditional search rankings and those on Google My Business and other local search platforms.
Domino’s also ensured that the pages had advanced features such as schema structured data to encourage rich snippet listings, and that the copy on-page answered all of the key questions users were likely to have on their pizza purchase journey. Alignment with local franchisee partners was essential for the project to be signed off and completed, and was achieved through seamless communication across client, agency, and store teams.
Results saw a huge uplift in store traffic and local rankings.
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