SOCi and bareMinerals launched a new local page campaign in Q1 2020, with pages built according to a site architecture that would be friendly to search indexes. The new, dynamically updated, database-driven local pages were optimized with Schema markup, embedded maps, a “Get Directions” CTA, hours of operation, email signup, social media links, in-store event links, special offers, and links to the e-commerce site. Overall, the pages were designed with an emphasis on usability and adherence to brand standards.

Despite a temporary closure of stores in the first phase of the coronavirus pandemic, the performance of the bareMinerals local pages played a significant role in the brand’s overall increase in traffic and consumer engagement in 2020 over 2019. Leads were up 101% in the first months of the campaign compared to the prior year.