Localized vs Professional Images

[dsinger]

When it comes to local directory sites such as Google+ Local for business, Yelp, Bing places for business, etc., what is everyone's opinion on the type of images that should be used?

I am trying to decide if I want to use 10 professionally produced images (the same 10 will be used across hundreds of locations under the same brand across the country) or if each location should use their own unique 10 images that show localized images from that exact location.

When it comes to profile completeness, I think each site does not care, as long as they represent your company well.  However, I am curious if there are any case studies or the like that show that one image type is better to use over the other in terms of helping customers make decisions to contact your business or not.

really appreciate any comments you have to share.

[dsinger]

i think my solution will be a unique exterior storefront image of each location and then 9 images that show the range of products and services offered at all locations, using the same 9 images on all like brand profiles.  so, the primary image will be unique and the 9 supporting images will be the same across each brand (200-300 locations each).

If a location wants to go the extra mile and send me 9 unique images to use, I will add those as provided, but not make it a requirement.

the logistics of trying to get 921 busy business owners to send me 10 images that meet my requirements is nearly impossible, so I have to be realistic in my solution for now.

[JCurrier]

Hi Brad, I think you are right on with your instinct. You are, after all, a consumer as well.

While it may not in fact hurt your rankings online to use the same photo for all locations, I would suggest that the end-user would appreciate the opportunity to see location-specific images. That is what they are there for.

However, if you do have the 10 photos, you could offer these up to what I assume are either your partners, franchisors, or licensees as a benefit while making the suggestion that they also get their own images.

[dsinger]

Thanks for your input, Miriam.

My instinct is that while local images set a stronger expectation for customers of what they can actually expect when they visit each location, ultimately, it probably has little influence on whether or not they decided to come in the first place.

Also, yes, each location will have an image of the outside of the building (storefront) as the first image and then probably the same general images for the other 9 spots.

Again, thank you for your feedback.

Anyone else have any insight?

[MiriamEllis]

Hi Brad,

Your question is so great, and I'm sorry not to be able to point right to a study that's been done along the lines you've mentioned. Unfortunately, I've never seen such a study defining that certain types of images engender better impressions than others, beyond people stating that the images should be appropriate and of high quality.

I think the question here is one of uniqueness vs. reasonableness. If the company has the ability to produce thousands of images (taking your hundreds of locations into account) then a completely unique approach might be possible, but this really seems like an enormous undertaking. Remember, too, that it is typically only the first photo uploaded to the Google+ Local dashboard that would appear side-by-side in something like local results, so I'm not sure there would be a genuine issue with duplication, if you could ensure that at least the first image on each profile was unique. This would cut the work down to one unique photo for each physical location, rather than 10 for each location. This might make the project a little easier to handle.

I hope others will comment on this, as it's such a good question, and if anyone has done a case study, please link to it!

[dsinger]

also, please consider when replying that there may be occasions where several locations are in the same general geography and the likelihood of a customer seeing multiple locations next to one another in search results is probable.

My instinct as a marketer is to say that each location should look different than the others, but is this how consumers think?