Papa Murphy’s has been named as the No. 2 top digital marketer in the U.S. by Placeable’s recently revealed NatLo Top 30.
According to Placeable, the list ranks the top large digital marketers in the United States by analyzing criteria across four dimensions – visibility, depth, precision and reach.
According to the report, "Almost universally, consumers with local purchase intent begin their searches online. Over the last two years, the percentage of consumers that go online to find a local business rose from 80 percent to an astounding 95 percent. As a result, national multi-location brands must compete online for customers using local strategies that drive traffic and conversions."
Papa Murphy’s was No. 2 with an overall score of 75, behind Meineke (78) and tied with Nationwide Insurance.
The take-and-bake pizza chain’s scores in each dimension were:
- Visibility: 92
- Depth: 70
- Precision: 66
- Reach: 66
Placeable defines the dimensions as:
- Visibility: "Website effectiveness in search and discoverability."
- Depth: "Depth and accuracy of published location content."
- Precision: "Geographic accuracy of location data."
- Reach: "Data consistency and coverage across third party sites."
Other restaurant brands on the list included Olive Garden (No. 14), Dairy Queen (No. 19), WingStop (No. 22), Jack in the Box (No. 23), Outback Steakhouse, (No. 28), and Whataburger (No. 30).
The restaurant category’s average Reach score was 72, the second highest among industries in the Top 30.
"Its performance across the Visibility, Depth, and Precision dimensions, however, left it with the lowest overall average NatLo Score (63) in the top 30. Compared to the rest of the NatLo Top 30, restaurant brands were less adept at SEO page optimization, location-specific site content and pin placement accuracy," the report noted.