Location Performance Optimization: How Marketers Connect Their Tasks to Revenue Impact
Every marketer managing multiple locations faces the same nightmare: They’re working harder than ever, but they can’t quite prove they’re moving the needle. Why? This comes down to a few reasons:
A fragmented martech stack that creates an incomplete picture and undermines reporting
An overwhelming list of tasks that makes scaling nearly impossible
And most importantly, shifting goalposts for local search
Most multi-location marketers admit they struggle to connect their daily efforts to what the business earns. They optimize for keywords, citations, and Google Maps — but when it comes to reporting on their revenue impact, they’re left making educated guesses. And it isn’t for lack of effort or incompetence, but because of the challenges above.
That’s why the Uberall platform is built to connect multi-location marketing activities directly to measurable business impact — while helping marketers adapt to new search realities and scale results with confidence.
Location Performance Optimization (LPO) delivers the clarity and proof marketers need in the new era of search — not just to defend their work, but to demonstrate how they’re driving business growth. Here’s why LPO matters, along with 10 proven tips to help your brand convert across every location.
What Is Location Performance Optimization?
Location performance optimization (LPO) is an operating model that connects local marketing efforts directly to revenue — going beyond the goals of traditional local SEO of simply chasing traffic and visibility.
AI search has overhauled how we understand SERP visibility as a driver of traffic and thereby conversions. The margin for error in AI search is now small. Outdated listings, inconsistent location data, or a lack of fresh content are just a few reasons AI platforms leave businesses out of their recommendations.
As our VP of Solutions, Krystal Taing, puts it: “Discovery doesn’t begin on your site anymore. It begins on platforms you don’t fully control, and users may never even click; they decide from the summary, the snippet, the review, the vibe.”
The margin for errors is now thin — but there’s the upside. For businesses following the LPO framework, the opportunity is now greater. That’s because these businesses are focusing on what matters most to both customers and generative engines: building trust, driving engagement, and converting interest into visits and sales.
LPO prioritizes these four performance pillars:
Visibility — Do consumers find you when it counts?
Reputation — Do consumers trust you enough to visit?
Engagement — Are you capturing attention and interest?
Conversion — Are digital interactions turning into store visits and sales?
The framework uses these pillars to align what consumers need with what AI platforms reward: accurate, trustworthy information; social proof and recent reviews; fast answers and clear actions.
Here are 10 ways marketers can start applying LPO to reap the rewards and win more customers.
Visibility
Aim: To ensure every location is accurately represented across all discovery surfaces — and synced in real time to prevent outdated information. Because you can no longer predict how people will search, but you can predict what they’ll find.
1. Complete Your Location Data (All of It)
Being visible means showing up in:
Google results
Google’s Local 3-Pack
Apple Business Connect
Local directories
AI summaries and LLM search engines
Voice search results
Yelp, Bing, TikTok
Every detail you add to your profile — text, image, video — will help you win more visits from ready-to-buy customers.
Offline information must be reflected online. That means getting the basics right: precise map pins and accurate opening hours, local offers, and inventory. Any friction — outdated data, errors in listings, lack of fresh content, infrequent updates, or poor user experience — drags down your performance in the new search landscape.
Search engines may surface incorrect details, or generative engines like ChatGPT or Perplexity may leave you out entirely if they detect conflicting information. Minimizing friction like this is critical to ensure your efforts are not diminished or overlooked by AI systems.
Making small, targeted optimizations to improve your location data accuracy and consistency will pay off (literally). Fast food chain, KFC, saw a 16% increase in revenue and a 37:1 ROI by simply managing its restaurant listings.
2. Diversify Your Traffic Sources
Don’t put all your eggs in Google’s basket. Remember, the iPhone is still the dominant smartphone in North America and Europe, with Apple Maps as its default mapping app.
That makes it critical to keep your Apple Business Connect data accurate and up to date. Consumers also rely on other platforms, beyond Google, for their search and decision making. These platforms serve as critical AI data sources for generative engines like ChatGPT or Perplexity, too, when they compile answers to user queries.
Key platforms include:
Yelp
Industry-specific directories (TripAdvisor, OpenTable)
Your own website
Bing Places, Apple Maps
Facebook
Instagram
TikTok
The best way to grow business visibility is by strengthening your locations’ digital presence across these platforms — especially the ones your customers are using.
3. Use Video to Build Trust
Too many brands still overlook video in their location marketing. Without any video strategy — especially on your Google Business Profile and social channels — you risk falling behind competitors.
Your videos don’t need to be cinematic masterpieces. They can be simple, authentic, and still effective. Your video strategy could include:
User-generated clips customers have taken at your locations
Location-specific content: Introductions to new team members (e.g., your new Brooklyn store manager)
Brand-level content: Announcements of new menu items or services across locations
Whatever you choose to upload, remember that videos get priority in rankings and organic results, whether pulled from TikTok or YouTube Shorts. It’s the digital version of window shopping: When customers can see what to expect, your business instantly feels more credible and trustworthy — turning browsers into visitors.
Reputation
Aim: To cultivate trust through ratings, reviews, and customer resolution. Because trust drives greater customer engagement and retention.
4. Manage Reviews at Scale
Collecting and responding to reviews — good or bad — signals trustworthiness to both consumers and search engines. By taking the time (especially when you personalize automated responses), you demonstrate your business is engaged and responsive to feedback and keen to improve customer experiences.
The best review management platforms flag unanswered reviews, so you can answer within Google’s recommended 18 hours — reinforcing your credibility and engagement as a business.
Many brands are also using AI to monitor customer sentiment, identify recurring pain points, and uncover opportunities to improve underperforming locations. With these insights, they can pin pain points that consumers mention frequently in their reviews and subsequently introduce changes to lift performance.
5. Generate More Positive Reviews
Displaying online reviews can increase conversion rates by 270% (Spiegel Research Center), while a one-star increase in ratings can lift revenue by up to 9%. The takeaway is clear: Multi-location marketers should do everything possible to strengthen their review management strategy.
This is how you can collaborate with in-store teams to maximize revenue generation and make sure your business is showing up versus your competitors:
Automate requests: Use SMS/email follow-ups post-purchase
Leverage QR codes: Place them in-store or on receipts
Ask at the right time: After a successful service or transaction
Encourage social proof: Share top reviews on your website, social channels, and Google Posts.
The more detailed the review, the more persuasive it is.
And remember: Volume matters, but so does frequency. Fresh reviews signal ongoing relevance to Google — and keep your brand visible.
6. Post Regularly
Brick-and-mortar locations already send a powerful signal of quality and commitment. At a time when some consumers are becoming wary of online fast fashion brands and cheaply made ecommerce items — multi-location businesses have an advantage. That’s because when they search for brands and find a line-up of attractive physical storefronts, consumers are far more likely to trust that brand — and buy from it.
And regular online updates amplify that trust and keep brands top of mind. Sharing offers, promotions, or in-store events through Google Posts and social profiles keeps your brand visible, relevant, and credible for local customers.
Engagement
Aim: Consumers today may navigate the world digitally, but they still end up at physical locations. To get customers to these physical locations, brands need to engage with them and interact with them to build loyalty, trust, and retention.
7. Personalize Plenty
Personalization should be the fuel of your location marketing strategy. Brands that excel at it are 48% more likely to have exceeded their revenue goals. But before you fire off any generic AI response, ask yourself: What could five minutes of real personalization accomplish?
Real personalization isn’t pasting someone’s first name on an email. It’s about
creating location-specific promotions that feel more relevant
answering real questions customers are asking in your FAQs
building localized landing pages so customers find their store, not just a store
including hyperlocal content and location-specific updates and keywords to ensure you’re resonating with those high-intent customers
At the same time, don’t lose your brand voice. Consistency across channels enhances the trust and credibility you’ve worked hard to build. The right AI tools can help maintain that consistency — but only if you train them with your actual brand personality. And that consistency not only powers engagement, but also fortifies your reputation.
8. Encourage User-Generated Content
Your happiest customers are your best marketers, so give them the spotlight. When you invite posts, photos, and videos of real experiences, you're not just collecting content. You're showing prospects exactly what they can expect when they walk through your doors.
Plus, profiles with higher interaction levels win more visibility. It’s a virtuous cycle: More engagement leads to more discovery, which leads to more customers.
Conversion
Aim: Turn digital traffic into real-world results like bookings, calls, and in-store visits. Local businesses that optimize for conversions can see up to 50% more bookings and walk-ins.
9. Make Action Inevitable with CTAs
Don't make customers think — make them click. Your profiles should make the next step obvious: “Book now,” “Call now,” “Get directions.” Skip the clever puns and focus on transactional links on your Google Business Profile. Why send someone to your homepage when they could land directly on your booking page or local landing page that answers their questions immediately?
Also remember: Nearly two-thirds of local searches happen on mobile, so prioritize mobile-first optimization. Every second of loading time costs you customers who won’t want to wait around.
10. Ditch Vanity Metrics for Real Revenue Indicators
The metrics that matter live in the messy middle — when someone clicks for directions to your store, calls from your Google Business Profile, or jumps from your listing to your website. These actions signal real purchase intent. Track them with UTM links, call tracking, and form fills.
LPO keeps the focus on the KPIs that truly drive business impact: calls, website visits, direction requests, and other proof-of-intent actions.
To make this measurable at scale, Uberall’s Location Performance Score (LPS) tracks the health of every location in real time. It shows how visible, trusted, and AI-ready each location is — transforming all four LPO pillars into a single number. With LPS, marketers always know where they stand, where to improve, and how their brand compares to others in that industry.
That single score unites Marketing, Ops, CX, and local teams around one measure of success. Without it, teams default to disconnected KPIs and tools — and are left making educated guesses.
Once teams know where they stand and where to take action to improve their locations’ health, they can turn to UB-I — Uberall’s in-platform AI agent trained on the LPO framework. As the first AI built specifically for location performance, UB-I spots issues before they affect customers and alerts you to them. From listings to reviews, it works behind the scenes to surface opportunities that increase your LPS and drive business impact.
Uberall is the only platform built for Location Performance Optimization. By aligning real-time local data with AI-readiness, cross-platform visibility, revenue attribution, and multi-team collaboration, Uberall transforms the four LPO pillars into a repeatable, trackable operating system.
Visibility: Network-wide listing management with AI-ready structure
Reputation: Review monitoring, response workflows, sentiment analysis
Engagement: Google Posts, Apple Showcases, FAQs, and image scheduling
Conversion: Click tracking, local page analytics, and call-to-action insights
LPO Gives Businesses the Direction They Need
You optimize what you measure for — and if you’re chasing rankings alone, you’re sabotaging your brand’s own search performance. Real ROI won’t come from the old SEO playbook.
Location Performance Optimization, on the other hand, gives marketers across every function — from brand and content teams to SEOs, social managers, and location operators — a way to connect everyday tasks to business value. As Uberall CEO Anthony Foy puts it:
“Our goal has always been to put every business on the map. LPO is the next step in our clients’ journey to attribute revenue and performance to every dollar spent. We achieve this by connecting digital presence directly to revenue.”
Delivering on that vision requires tools that scale. CMOs are under pressure to prove ROI on every dollar — and the only way to do that is with platforms that consolidate all four LPO pillars in one place: visibility, reputation, engagement, and conversion.
Because the problem was never your location marketing strategy. The problem was proving it worked. LPO makes those results visible, measurable, and scalable — so marketers can finally show the business impact they’ve always known was there.