This episode of Local Marketing Beat dives into the evolving world of location marketing, local SEO, and driving real foot traffic. Host Christian Hustle sits down with Jonny Gilpin, SEO Manager at schuh, to discuss how schuh successfully manages over 120 store locations across the UK and Ireland and uses hyper-local SEO strategies to boost visibility and sales.

Key Takeaways

🚀 Hyper-local Wins: Learn why personalized local content outperforms generic strategies and how schuh tailors its marketing at scale.

🤖 AI and Human Balance: Discover how schuh thoughtfully integrates AI to enhance content without losing the human touch that customers value.

📊 Metrics that Matter: Move beyond traditional rankings to focus on clicks, conversions, and customer engagement for accurate, meaningful ROI.

🌟 Reputation Drives Revenue: Understand how prioritizing reviews and customer feedback directly contributes to increased customer loyalty and repeat business.

Timestamps:

0:09 - Introduction to Jonny Gilpin & schuh
3:01 - Importance of location marketing
4:30 - Driving online consumers to physical stores
6:27 - Managing 120+ stores and directory challenges
7:49 - Strategic optimization of store locator pages
10:35 - Using AI in content strategy
12:47 - The importance of customer reviews
15:06 - Leveraging data for local SEO
17:06 - Biggest challenges in managing store information
18:18 - Successfully opening new store locations
20:06 - Key results and analytics from Schuh’s local SEO efforts
21:56 - Actionable insights for retailers & marketers
24:04 - Future opportunities and leveraging business data
27:01 - Wrap-up and connect with Jonny