In a digital world where local visibility can make or break a business, the SOCi Local Visibility Index (LVI) 2024 has revealed the top 100 brands that are truly capitalizing on the $54.1 billion opportunity in localized digital marketing. Despite the assumption that national recognition translates into local visibility, this year’s rankings tell a different story—one that could have significant implications for multi-location enterprises.
The Digital Dilemma: Why Local Visibility Matters More Than Ever
With 84% of commerce still occurring offline at brick-and-mortar locations, according to the U.S. Commerce Department, the importance of local search and discovery is undeniable. Yet, many multi-location brands are surprisingly invisible in local searches, failing to appear in 3 out of 4 local queries, ignoring more than 50% of reviews, and leaving 90% of customer questions unanswered. This lack of local engagement isn’t just a missed opportunity—it’s a costly oversight that could be leaving millions of dollars on the table.
Monica Ho, CMO of SOCi, emphasized the critical nature of local visibility: “High local visibility in popular search and social sites where consumers are spending the majority of their digital time is no longer just a competitive edge—it’s a necessity. Yet many well-known brands are missing out on this opportunity by neglecting their digital presence at the local level.”
A Closer Look at the Rankings: Niche Brands Outshine Household Names
In an unexpected twist, the SOCi LVI 2024 revealed that high recognizability does not equate to high visibility. While many might expect household names like Chick-fil-A, Target, and Walgreens to dominate, they were notably absent from the top 100 list. Instead, brands like Veterinary Emergency Group, The Joint Chiropractic, and Trek Bicycle took the lead, proving that niche and regional brands are making a bigger splash in local markets by focusing on non-branded searches related to their key services.
This year’s analysis included nearly 3,000 enterprise companies with 50 or more locations across the U.S., representing 2.8 million office and store locations. Over 100 metrics were evaluated to determine each brand’s performance in local search, reputation, and social channels.
The Key Takeaways: What Brands Are Getting Right (and Wrong)
SOCi’s Local Visibility Index for 2024 highlights several critical insights:
- Search: Multi-location brands are excelling at claiming and completing their local profiles on Google, but there’s significant room for improvement on platforms like Yelp and Facebook.
- Reputation: Businesses are responding to less than half of their reviews on Google, with even lower response rates on Yelp and Facebook. This neglect could be damaging their local reputations and, by extension, their local search rankings.
- Social: While brands are building audiences on Facebook with engaging photo and video content, overall audience engagement remains low, suggesting that more targeted and localized social strategies are needed.
Damian Rollison, Director of Market Insights at SOCi, underscored the importance of local engagement: “In today’s competitive landscape, failing to engage effectively on a local level can hinder growth and limit potential. The SOCi LVI is an invaluable tool for multi-location enterprises seeking to outperform their local competitors.”
The Biggest SOCi Local Visibility Index Ever
This year marks the sixth anniversary of the SOCi Local Visibility Index (LVI), a milestone that reflects the growing importance of localized digital marketing in today’s competitive landscape. The report was established to benchmark the performance of multi-location brands across the most crucial digital channels that drive foot traffic and sales at the local level.
The 2024 SOCi LVI is the most comprehensive to date, analyzing nearly 3,000 enterprise companies with 50 or more locations across the U.S. These companies represent approximately 2.8 million office and store locations, and each was evaluated based on over 100 metrics that measure local search performance, reputation, and social media presence. The extensive analysis provided two critical results for each business: an Optimization Score and a Performance Score, which together offer a holistic view of how effectively brands are engaging with local audiences.
Understanding the Three Pillars of Localized Marketing
To achieve top visibility and performance in local digital marketing, brand marketers must grasp the interconnectedness of the three pillars of localized marketing—search, reputation, and social. Each pillar plays a crucial role in a brand’s overall success. For instance, a strong reputation built on positive reviews can significantly boost local search rankings, driving higher local conversions. Conversely, neglecting any of these pillars can diminish a brand’s visibility and impact its ability to attract and retain customers.
This year’s report highlights that many brands continue to overlook key aspects of localized marketing. Too often, businesses ignore their local reviews, fail to claim and update local store profiles consistently, and neglect the importance of building local audiences on social platforms. These oversights can have a significant impact on a brand’s ability to connect with local consumers and drive in-store traffic.
The Role of Emerging Trends and AI in Local Marketing
The SOCi LVI 2024 also shines a spotlight on emerging trends that are reshaping the local marketing landscape. One such trend is the increasing importance of social media as a primary tool for search. A recent Forbes study found that one in four consumers now use social platforms, such as Instagram and TikTok, for local business searches, especially among younger demographics. Brands that fail to adapt to these trends risk falling behind in the highly competitive local market.
Moreover, AI is revolutionizing local marketing by enhancing data analysis, refining search interfaces, and automating marketing tasks. The integration of AI into platforms like Google and Bing has led to more precise and granular handling of local queries, requiring marketers to provide richer, more specific information to consumers. For large multi-location businesses, AI automation is becoming indispensable, allowing them to optimize local profiles at a scale that was previously unattainable.
The High Cost of Invisibility: What’s at Stake
SOCi’s analysis reveals that brands that fail to optimize their local presence stand to lose millions in potential revenue. The total opportunity in localized marketing is estimated at $54.1 billion annually, and brands that neglect their local visibility are effectively leaving money on the table. Whether it’s poor search performance, a lack of engagement with customer reviews, or underdeveloped social media strategies, these factors can all contribute to missed revenue opportunities.
For brands looking to improve their local visibility, the SOCi LVI offers industry-specific benchmarks that can guide strategic decisions and set actionable goals. By focusing on search optimization, effective reputation management, and localized social media engagement, brands can outperform their competition and secure a stronger foothold in local markets.
The Top 100 Most Visible Local Brands of 2024
Below is the list of the top 100 most visible local brands according to the SOCi Local Visibility Index 2024:
- Veterinary Emergency Group
- The Joint Chiropractic
- Trek Bicycle
- Painting with a Twist
- Big Frog Custom T-Shirts
- Pinot’s Palette
- Pet Supplies Plus
- Extra Space Storage
- Milan Laser Hair Removal
- Metro Diner
- Cycle Gear
- Wegmans
- Poke Bros.
- Rockler Woodworking and Hardware
- Sleep Outfitters
- Fleet Feet
- Duck Donuts
- Aqua-Tots Swim Schools
- Handel’s Homemade Ice Cream
- Escapology
- EarthWise Pet Supply
- Cheba Hut
- Forefront Dermatology
- Stanley Steemer
- HobbyTown
- Blick Art Materials
- Glo Tanning
- Woof Gang Bakery & Grooming
- Sportsman’s Warehouse
- Smile Doctors
- Hollywood Feed
- Hy-Vee Grocery Store
- Camp Bow Wow
- Paul Mitchell Advanced Education
- Tint World
- The Woodhouse Day Spa
- America’s Tire
- TITLE Boxing Club
- Denver Mattress Co
- Bruster’s Real Ice Cream
- LasikPlus
- Total Wine & More
- Milan Laser
- Reeds Jewelers
- Pet Supermarket
- The Spice & Tea Exchange
- Spavia Day Spa
- Planet Fitness
- Christian Brothers Automotive
- Pet Paradise Resort and Day Spa
- Board & Brush Creative Studio
- CycleBar
- Barnes and Noble
- Roto-Rooter
- B&B Theatres
- Zoom Room
- Ace Hardware
- Firebirds Wood Fired Grill
- Fast Pace Health
- CPR Cell Phone Repair
- Orkin Pest Control
- McAlister’s Deli
- The Dog Stop
- Bass Pro Shops
- Dirty Dough
- European Wax Center
- ubreakifix
- Ortho Mattress
- Pet Valu
- Learning Express Toys
- Wine & Design
- Bowlero
- American Family Care (AFC)
- Runnings
- The Tile Shop
- Hobby Lobby
- Window World
- Cinemark Theatres
- PrideStaff
- Brown’s Shoe Fit Co.
- The Little Gym
- D-Bat
- Cabela’s
- PC Richard & Son
- Slumberland
- Any Lab Test Now
- CARSTAR
- Advance America
- Life Storage
- True Value
- United Water Restoration
- PetSuites Pet Resort & Spa
- Elements Therapeutic Massage
- AR Workshop
- Workout Anytime
- Removery
- Tommy’s Express Car Wash
- Dogtopia
- School of Rock
- Crunch Fitness
This list not only celebrates the brands that are excelling in local visibility but also serves as a benchmark for other multi-location enterprises looking to improve their local digital marketing strategies. As the importance of localized marketing continues to grow, the SOCi Local Visibility Index 2024 provides invaluable insights into the factors that drive success in local markets.
