From local secret to tourist destination: how Google My Business helped launch a gift shop
The Glamorous Owl
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Goals
When Claire Chapman first opened The Glamorous Owl gift shop, she knew she didn't want to sell online. So her marketing strategy needed to drive traffic to her bricks-and-mortar business. While a website and social media presence made some headway, her quirky gift shop wasn't turning up in search engine listings. This meant that unless a customer already knew her business existed, they'd be unlikely to stumble across it during an online search.
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Approach
Registering with Google My Business was the first step. By listing her shop on Google Maps and adding key details such as opening times, Claire boosted her business’s online visibility. She then used the Google My Business Insights reporting tool to show which search terms led customers to find her shop. This helped her identify popular phrases like 'handmade jewellery in Newcastle' to add to her web copy which, in turn, helped to increase the ranking of its website in the organic results.
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Results
With a much higher Google Search ranking, The Glamorous Owl now attracts locals and tourists alike. Google reviews allow previous customers to share their experiences of the shop, while a rotation of photos makes that all-important first impression – before customers have even set foot in the store. What’s more, as Claire responds to every review, she brings customer interaction into the shop’s online presence, giving measurable results.
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