Teaching case. This case is a composite based on typical Nepali businesses. Names are withheld and the figures are illustrative, chosen to make the calculations realistic.

Overview

The chain had inconsistent NAP data and weak visibility for “best momo near me.” The team executed a local SEO program.

Background

The chain had five outlets in Kathmandu and Lalitpur. Each outlet had been listed on Google Maps at different times by different people, so names, phone numbers, and opening hours did not match, and two outlets had duplicate listings. Some listings showed an old phone number. When people searched “momo near me”, smaller restaurants with complete profiles and more reviews appeared first.

Key Moves

  • Standardized NAP across directories; fixed duplicates.
  • Google Business Profile: categories, menu URLs, reservation links, photos, Q&A.
  • Review program with table tents + QR; staff playbook for responses.
  • Local landing pages per outlet with embedded maps, schema, and hours.

Outcomes

  • 2–3× increase in discovery searches; reservation calls up significantly.
  • Higher conversion from maps vs. generic web traffic.

Lessons (Unit 6 lens)

  • Consistency wins in local—accurate data + fresh photos + fast responses.
  • Reviews are a growth lever; operationalized asks matter.

The Numbers

  • Before: about 1,200 discovery searches a month per outlet; 40 calls and 90 direction requests.
  • After: discovery searches up 2.5 times to about 3,000; calls up to 110 and direction requests to 260.
  • Review count grew from about 80 to 300 per outlet in six months through QR table cards.

Case Questions

  1. What is NAP consistency, and why does it matter for local search?
  2. Which parts of a Google Business Profile did the chain improve, and how does each help customers?
  3. Why do reviews matter so much in local marketing? How should staff respond to negative reviews?
  4. Using the figures, which metrics would you use to show the owner that local SEO worked?
  5. What privacy or ethical issues arise in asking customers for reviews?

Chapters covered

Use the unit notes below to review the theory this case applies in practice.