In twelve months we took Zipps from zero non-branded organic rankings to 4,370 keywords and #1 map-pack positions across 10 markets.
Engagement: May 2019 to April 2020.
Zipps had 16 stores across East Texas and was invisible in every one of those markets. The site was a thin Wix build with zero non-branded rankings, so a shopper searching near any given store found a competitor instead. The chain was also still opening locations, which meant whatever we built had to scale with the footprint rather than be rebuilt every time a store came online.
We rebuilt the website around search intent, built scalable store-location architecture, and ran a high-output content campaign backed by local listings and link acquisition. We also built a second demand channel for the wholesale side of the business: a dedicated page for bar and restaurant buyers, B2B content on licensing and cost control, and a Facebook group built to generate wholesale leads. Wholesale was tracked as its own location in weekly reporting, right alongside the stores.
We finished the wholesale page for restaurant and bar owners in the first week of March 2020. Two weeks later Texas shut down dine-in service. A second page aimed at wedding buyers was tabled the same month. We kept building the wholesale channel anyway: new page layout, rebuilt CTAs, a lead-generation group. Every week of it is in the client reports.
A search-first rebuild connected store pages, local listings, content, authority, and conversion tracking across the entire retail footprint.
We built the organic footprint from zero to 4,370 keywords in twelve months. SpyFu, at close of engagement.
We put 94% of the store network into the local top 10 and took 10 markets to #1 in the map pack. 16 of 17 active stores.
The network grew from 16 stores to 18 during the engagement, including new market launches and one closure. The search system absorbed every change without a rebuild.
We built a search footprint across the whole retail network: 4,370 organic keywords, 10 markets at #1 in the map pack, and call-tracking clicks up 10x.
We took 10 markets to #1 in the map pack and put 16 of 17 active stores into the local top 10.
The phone started ringing. Call-tracking clicks went from 3 a week to 30. In just over two months, contact forms went from zero to six a week. Weekly search impressions grew from 27,800 to 42,600. From the archived weekly client reports.
Store-level gains appeared across both map-pack and organic results, turning buried local positions into market-leading visibility.
Map-pack visibility improved from position 20 to position 1, a gain of 19 places.
Map-pack visibility improved from position 21 to position 1, a gain of 20 places.
Map-pack visibility moved from beyond position 50 to position 1, a gain of more than 49 places.
Running search across a network of locations? Let’s talk about what the same system would look like for yours.