Valvoline, a global automotive brand, improved its local search visibility by building and managing their list of local citations.Â
With over 1,000 service locations across the US, local search visibility is undoubtedly a key driver of revenue for Valvoline. Each location needed to be supported by a broader local SEO strategy to ensure maximum visibility.
With no local SEO strategy in place, Valvoline had only covered the basics when it came to managing local business listings. Like most, Valvoline had Google My Business listings for each location, as well as individual profiles on social media. Beyond that, not much else.
After identifying relevant sites where Valvoline lacked presence, they were able to curate a campaign that included high-authority listing sites and niche sites within the automotive industry. The course of action was to directly submit Valvoline's information for each location to these sites and clean up the existing inaccurate and duplicate listings that were harming their local search rankings.
After building their citations list, Valvoline's average ranking for 'oil change' across its locations rose from 4.3 to 3.6. And 50% of locations jumped into the coveted Local Pack — which itself gains 32.3% of clicks in local search results.
 Ranking just one position higher was going to have a material impact on Valvoline’s revenue.
