SEO Case Study: How a Retail Brand Increased In-Store Visits by 210%
A retail brand with a physical store in Glendale, California partnered with Goforaeo in 2025 because Google was not sending enough ready to buy shoppers to the storefront. Their products were strong and the store experience was good, but local search visibility was inconsistent, and competitors were showing up more often for “near me” searches. They needed more local discovery that leads to real walk ins, not only website visits.
This case study covers the SEO work completed from March 20, 2025 to November 28, 2025. By the end of the campaign window, verified in store visit signals increased from 310 per month to 961 per month, which confirmed a 210% lift. The growth came from local SEO fixes, stronger Glendale landing pages, better Google Business Profile activity, and conversion changes that made it easier for shoppers to visit.
Campaign snapshot: location, timeframe, and tracking approach
This project focused on Glendale and nearby shopping areas where people commonly search across city lines, including Burbank, Pasadena, Eagle Rock, Atwater Village, and Los Angeles. For a retail brand, the search journey is fast: people want to know what is available, where to park, store hours, and how close the store is. We built the strategy around those real needs so SEO traffic turned into foot traffic.
We also kept tracking strict, because “in store visits” can be vague if it is not defined clearly. Instead of guessing, we measured actions that strongly indicate a real store visit, then validated a portion of those visits using coupon redemptions and POS notes.
What counted as an in store visit in this case study
We used a single definition across the full campaign to keep reporting consistent. “Visit intent actions” were tracked and treated as in-store visits when they met a quality threshold. A portion of these actions was also cross-checked against store-level data.
Counted as in store visit signals:
- Google Business Profile direction requests to the Glendale store
- Clicks on “Get Directions” from the store locator page with UTM tracking
- Tracked phone calls from organic or Google Business Profile that lasted 45 seconds or longer
- Redemption of a store only offer code that was shown only on organic landing pages
Not counted:
- Short calls under 45 seconds
- Spam form submissions
- Generic contact clicks without a direction action or call
Baseline: where the retail brand started in 2025
At the start, the brand had a website that looked fine, but it was not set up like a local retail growth system. Their store page was thin, their product pages did not support local intent, and their Google Business Profile was not active enough. When people searched for products “near me,” the brand often showed up too low to get clicks.
We used March 2025 as the baseline month because it was the first month after tracking cleanup started and before the bigger compounding work. This gave us a clear starting point that made the final lift easy to prove.
Baseline metrics: March 2025
These numbers reflect Glendale store signals tied to organic search and Google Business Profile. They are not paid ads and they are not social.
Baseline month data:
- Organic sessions (sitewide): 12,800
- Google Search Console clicks (sitewide): 4,420
- Glendale store page organic entrances: 1,060
- Google Business Profile actions (calls + directions + website clicks): 780
- Verified in store visit signals: 310
The baseline made one thing clear: the brand had interest, but local intent was not being captured well. We needed better local rankings, but we also needed more conversion actions like directions and calls.
What was holding local SEO back in Glendale
Local retail SEO usually fails for simple reasons. It is not one huge mistake, it is several small gaps that stack. We found issues in page structure, local signals, and the path from product interest to store visit.
The good news is that these gaps are fixable with consistent monthly work. Once fixed, the results compound because the store becomes easier to discover and easier to visit.
Technical and site structure issues
The store locator experience was not strong enough for local shoppers. Key store information was not shown clearly, and internal linking did not push authority toward the Glendale store page. Mobile speed was also slower than it should be on important pages.
Issues we fixed:
- Weak internal linking from product and category pages to the Glendale store page
- Store page missing clear sections for hours, parking, pickup options, and directions
- Duplicate location signals across pages that confused Google
- Mobile load improvements needed on top landing pages
Local content and “near me” intent gaps
People do not search only the brand name. They search product plus location, and they want fast answers. The site lacked enough Glendale focused content that matches real local searches.
We built pages and content around:
- “Buy in Glendale” and “in store availability” intent
- Category pages with Glendale mentions where it made sense naturally
- Local FAQs that answer parking, pickup, returns, and stock questions
- Seasonal local pages tied to shopping moments in Glendale
Google Business Profile underuse
For retail, Google Business Profile can drive foot traffic faster than standard rankings. Before the campaign, the profile was not used consistently, and that meant fewer calls and fewer direction requests.
We improved:
- Categories and services that match what shoppers search
- Product and store photos that show real shelves and displays
- Weekly posts that promote what is new in store
- Q and A content based on real shopper questions
Strategy: how we increased in store visits with SEO
We followed a simple order that works for retail. First we fixed technical and location signals, then we built a stronger Glendale store presence, then we scaled content that supports “near me” and product intent. At the same time, we improved conversion points that lead to a real store visit.
This approach worked because it connected the full journey. People searched, landed on the right page, got trust quickly, and had an easy next step to visit.
Phase 1: foundation and tracking cleanup
We made sure the data was reliable before pushing new pages. GA4 events were set up for direction clicks, click-to-call actions, and store locator interactions. UTM tracking was also added to Google Business Profile links so organic store actions were easier to attribute.
Key actions:
- GA4 conversion events for directions, calls, and store page engagement
- Search Console review to map queries to store and category pages
- Crawl cleanup to make sure the right pages were indexed
- Mobile speed improvements for store and top category pages
Phase 2: Glendale store page rebuild and local trust signals
We rebuilt the Glendale store page to function like a local landing page, not a basic contact page. It needed to answer real store visit questions within seconds, especially on mobile.
Changes included:
- Clear above the fold store hours, address, and direction button
- Parking and access notes written in simple words
- Pickup and returns details where relevant
- Local proof blocks like review highlights and real store photos
Phase 3: scalable content that connects products to local visits
Retail SEO works best when product pages support local intent. People want to know if the store has what they need and how fast they can get it.
We added:
- Internal links from top product and category pages to the Glendale store page
- Local availability cues where accurate, like “available in Glendale” messaging
- Supporting guides that answer purchase questions and push store visits
- FAQ sections built from real queries seen in Search Console
Phase 4: local authority and visibility improvements
We strengthened Glendale signals across the web with consistent business information and local mentions, and improved Google Business Profile activity so the brand stayed active and relevant.
We focused on:
- NAP consistency across key listings
- Local citations on trusted directories
- Local partnerships and mentions where relevant
- Ongoing Google Business Profile posts and photo updates
Tools used by Goforaeo for this campaign
We used tools that support real decisions and clean reporting. Retail SEO needs both search tools and conversion tracking tools, because direction clicks and calls matter as much as rankings.
Tracking and reporting tools:
- Google Analytics 4
- Google Tag Manager
- Looker Studio
- Call tracking with source attribution
SEO and technical tools:
- Google Search Console
- Screaming Frog
- PageSpeed Insights
- Lighthouse
Local SEO tools:
- Google Business Profile insights
- Local citation management tools for NAP consistency
- Keyword research tools like Ahrefs or Semrush for local intent tracking
Month by month progress: actions and verified visit signals
This timeline starts from April 2025 so it does not start with the baseline month. March 2025 is the baseline, and the months below show how the work compounded. Each month includes what we focused on and the most important metrics tied to store visits.
April 2025: store page rebuild and conversion tracking goes live
April was about fixing the store visit journey. We improved the Glendale store page structure, added stronger direction and call prompts, and cleaned tracking so direction clicks and calls were measurable. We also tightened internal links from category pages into the store page.
April 2025 data:
- Organic sessions: 13,900
- Store page entrances: 1,240
- Google Business Profile actions: 910
- Verified in store visit signals: 372
May 2025: Google Business Profile upgrades and local intent cleanup
In May, we improved the Google Business Profile categories, services, photos, and weekly posting plan. We also cleaned local content signals so Glendale searches matched the right page. This month improved both map visibility and store direction actions.
May 2025 data:
- Organic sessions: 15,200
- Store page entrances: 1,410
- Google Business Profile actions: 1,120
- Verified in store visit signals: 421
June 2025: category pages connected to Glendale shopping intent
June focused on connecting high demand categories to local store intent. We added internal links, improved category copy in simple words, and added local FAQs that reduce hesitation. We also improved mobile page speed on top landing pages.
June 2025 data:
- Organic sessions: 16,800
- Store page entrances: 1,620
- Google Business Profile actions: 1,360
- Verified in store visit signals: 498
July 2025: local content expansion and stronger snippets
In July, we expanded content that matches “near me” style searches and improved snippets to increase clicks. We also added more store photos and short updates on Google Business Profile to keep the listing active.
July 2025 data:
- Organic sessions: 18,600
- Store page entrances: 1,840
- Google Business Profile actions: 1,590
- Verified in store visit signals: 576
August 2025: local authority and citation consistency push
August was about strengthening trust signals across the web. We cleaned inconsistent listings, built a few strong citations, and improved the store locator experience. This helped rankings and improved direction request volume.
August 2025 data:
- Organic sessions: 20,900
- Store page entrances: 2,120
- Google Business Profile actions: 1,940
- Verified in store visit signals: 668
September 2025: product led pages and store only offer tracking
In September, we added a store only offer code that was visible only on organic landing pages. This helped validate real walk ins and gave shoppers a reason to visit. We also improved product pages that were already getting local impressions.
September 2025 data:
- Organic sessions: 23,400
- Store page entrances: 2,480
- Google Business Profile actions: 2,260
- Verified in store visit signals: 742
October 2025: conversion tuning and seasonal local content
October focused on conversion improvements and seasonal shopping intent. We improved CTAs, reduced friction on mobile, and published local seasonal pages tied to Glendale shopping moments. We also continued weekly Google Business Profile posts and photos.
October 2025 data:
- Organic sessions: 25,700
- Store page entrances: 2,860
- Google Business Profile actions: 2,640
- Verified in store visit signals: 836
November 2025: consolidation and peak in store visit performance
November was a consolidation month where we refreshed what was already working. We improved internal linking to push authority into the store page and top categories. We also updated FAQs based on the newest Search Console queries.
November 2025 data:
- Organic sessions: 27,900
- Store page entrances: 3,220
- Google Business Profile actions: 3,080
- Verified in store visit signals: 961
Before vs after proof: the 210% lift
To keep proof clear, we compared the baseline month to the final month in the campaign window. This avoids confusion and makes the improvement easy to understand. The lift shows across multiple metrics, not only one number.
March 2025 vs November 2025:
- Verified in store visit signals: 310 to 961, which is +210%
- Organic sessions: 12,800 to 27,900
- Store page entrances: 1,060 to 3,220
- Google Business Profile actions: 780 to 3,080
The most important part is that direction requests and tracked calls grew alongside store page entrances. That shows we did not only grow traffic, we grew traffic that was ready to visit.
Why this worked for a retail brand in Glendale
Glendale shoppers often search with high intent, especially when they are close to buying. When the store page answered practical questions quickly and the Google Business Profile stayed active, visibility improved. Once users could get directions and call easily, store visit signals rose month by month.
This campaign also worked because it connected product interest to store action. Internal linking and local cues helped users move from browsing to visiting. That is what turned SEO into real foot traffic growth instead of just higher rankings.