With over 1,000 service locations across the US, local search visibility is undoubtedly a key driver of revenue for Valvoline. But Valvoline couldn’t just rely on its size and brand recognition to succeed in local search. Each location needed to be supported by a broader local SEO strategy to ensure maximum visibility. To make things trickier, the oil change services industry is extremely competitive.
Not only does Valvoline have to compete with other large franchises, but it also has to get ahead of the many small businesses that operate in each city and town. And getting ahead in a local search would prove extremely lucrative.
The numbers back this up.
There are 550,000 searches* for ‘oil change’ in the US every month. And 830,000 monthly searches for ‘oil change near me’.
Valvoline’s main challenge is typical of businesses of its size — there was no defined local SEO strategy in place — which meant that there were big opportunities available to improve their rankings.
This is where Powered by Search comes in. Powered by Search identified that 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. And that’s common for a business of Valvoline’s size. Local listing management at scale is extremely time-consuming.
Getting Valvoline’s businesses listings into shape was a huge untapped opportunity to improve local rankings, and Powered by Search quickly identified BrightLocal as the best fit to support this.
*Data from Google Keyword Planner