VAJ has opened a new downtown bakery next to its flagship store. The problem was that the fresh location appeared almost nowhere on Google Maps for important searches such as „bakery”, „bakery budapest”, „breakfast budapest”, „budapest bakery”.
In-house and with existing experts, they were stuck: despite a strong brand and a high-turnover flagship store, the map displays were not built as they should have been. Google My Business optimisation often required bespoke solutions that needed testing, and there was no in-house capacity for this.
Steps to the solution
Google My Business optimisation
- Account settings have been fully updated and tested in several versions.
- Category, name and title structures have been optimised.
- The markup between the different locations has been standardised so that each location is easy for Google to understand.
Local SEO + site optimisation
- We conducted an audit and content SEO analysis.
- The structure and appearance of the site has also been designed to support a mapped presence.
- Keyword visibility was enhanced through link building.
Link building
- We have built links for several relevant keywords: „bakery”, „breakfast bakery budapest”, „bakery budapest”, „bakery budapest”, „bakery budapest”.
- The links increased the credibility of the domain, which was also reflected in the GMB ranking.
Results and lessons learned
All VAJ locations are displayed for all relevant keywords - and the downtown store (Sas Street) has been added to the map remarkably quickly.
SEO results:
- Domain rating increased by 1 point (DR 6 → DR 7).
- Over the last six months, non-branded organic clicks increased by +40%.
- The number of publications increased by +85%.
For keywords strengthened by link building:
- Clicks have doubled,
- Appearances have tripled.
Specific keyword improvements:
- „cake”: 29 → 12th place
- „cake order”: 28 → 15th place
- „breakfast in budapest”: 26 → 22nd place
- „bakery budapest”: 21 → 7th place
- „budapest bakery”: 32 → 7th place
Google My Business results:
- VAJ Rákóczi: 36 571 interactions (-13.9%)
- VAJ Eagle: 16 682 interactions (+50%) - doubling
- VAJ Buda: 3 957 interactions (+6%)
During development and testing, several unique Google-specific solutions were required, but by coordinating them, all locations appeared stably for relevant searches.