Case Study

Retail Chain — Local SEO Campaign

A focused 5-month local SEO program for a 7-outlet retail chain across Gwalior and Indore — building Google Business Profiles, cleaning up NAP citations, and creating local landing pages that tripled "near me" enquiries and lifted the chain's rating from 3.2 to 4.7 stars.

Client 7-outlet retail chain (anonymized)

Industry Retail & E-commerce

Location Gwalior & Indore, Madhya Pradesh

Duration 5 months (ongoing)

Services SEO ServicesDigital MarketingWeb Development

Outlets

Cities

5 mo

Campaign

Lead growth

The Challenge

The chain's seven outlets were effectively invisible on Google. Only two of the seven had Google Business Profiles — both half-filled, with outdated photos and missing service lists. A "retail store near me" search in any of the seven locations returned competitors, not our client. Google Maps itself showed wrong addresses for three outlets and the wrong phone number for two.

NAP (name, address, phone) data was inconsistent across Justdial, IndiaMART, Sulekha, Facebook and the chain's own website — sometimes with three different phone numbers for the same outlet. Reviews were entirely unmanaged; the chain's average rating sat at 3.2 stars, dragged down by a handful of unanswered one-star complaints from 2022 that were still the first thing prospective customers saw. No outlet had a dedicated local landing page — all traffic was routed to a single generic homepage.

Paid ads were burning budget on broad, ungeo-filtered keywords, attracting clicks from cities where the chain had no presence. Leadership was sceptical of "SEO" because a previous vendor had delivered a glossy 40-page audit and zero measurable outcomes. The brief was clear: show us results in 90 days or we walk away.

"We had seven stores and almost zero visibility on Google. When I searched for my own shop in Gwalior, three competitors showed up before us. We were losing walk-ins every single day." — Owner, P____

Our Solution

Curio started with a two-week local SEO audit: we crawled every GBP listing across all seven outlets, audited the existing citations and NAP consistency across 30+ directories, ran a competitor gap analysis on the local map pack for each location, and reviewed the website's local-SEO readiness. The output was a single prioritised action plan, not a 40-page document.

We set up and verified Google Business Profiles for all 7 outlets — complete with accurate categories, services, hours, photos (storefront, interior and team for each), product listings, and bilingual English/Hindi descriptions. We implemented a review-response SOP covering both positive and negative reviews, so no review would go unanswered again. Then we ran a structured NAP cleanup — correcting listings on Justdial, IndiaMART, Sulekha, Facebook, Google Maps and 20+ smaller directories to a single canonical NAP.

In parallel, we built new schema-marked local landing pages for each outlet location using Next.js — pages like /stores/gwalior-lashkar, /stores/gwalior-city-centre and /stores/indore-vijay-nagar — each with LocalBusiness JSON-LD, the canonical NAP, opening hours, an embedded map and a click-to-call button. A review-generation campaign (post-purchase SMS + WhatsApp requests, plus a printed QR card at each billing counter) and a tightly geo-targeted Google Ads + Meta Ads campaign focused on the 5-km radius around each outlet rounded out the program.

Local SEO Audit

GBP crawl, citation + NAP audit across 30+ directories, competitor map-pack gap analysis.
GBP Setup (×7)

Full profiles, photos, services, bilingual descriptions, review-response SOP across all 7 outlets.
NAP Cleanup + Citations

30+ directories synced to a single canonical NAP, plus new niche citations built.
Local Landing Pages

Next.js pages per outlet location, LocalBusiness schema, embedded map, click-to-call.
Reviews + Google/Meta Ads

SMS/WhatsApp review requests, billing-counter QR cards, geo-targeted ads to 5-km outlet radius.

Google Business Profile Schema LocalBusiness Next.js Local Pages Google Ads Meta Ads

🗺️ Local Map-Pack Visibility

⭐ Review Growth & Rating Trend

📞 Call & Enquiry Dashboard

Results & Impact

3x↑

Increase in "near me" calls (90 days)

12↑

Page-1 local keywords

4.7★↑

Avg rating (from 3.2★)

3x↑

Store visits from Google

Within 90 days of the GBP cleanup going live, "near me" call volume across the seven outlets tripled compared to the pre-campaign baseline. The chain now appears in the Google Maps local pack for 12 priority local keywords across Gwalior and Indore — terms like "retail store Lashkar Gwalior" and "electronics shop Vijay Nagar Indore" where they previously did not rank at all.

The review-generation campaign lifted the chain's average rating from 3.2 to 4.7 stars across the seven outlets over the 5-month window, with response SLAs ensuring no review — positive or negative — went unanswered. Google Ads click-to-call and direction requests drove a 3x lift in navigations-to-store, and the geo-targeted approach cut wasted ad spend on out-of-area clicks by over 60%.

"For the first time, my store managers call me when they see the search trend going up — not when a competitor opens next door. The dashboards make SEO real for us. We finally know what's working." — Owner, P____