How SAAR® Media Optimised 350+ Business Listings for a National Agricultural Brand
When one of Australia’s largest agribusinesses approached us with over 350 inconsistent business listings across Google, Apple Maps, Bing, and other platforms, they needed more than just a tidy-up — they required a full-scale listings overhaul and a sustainable, scalable solution that could support their national footprint.
Here’s how SAAR® Media restored order, accuracy, and visibility across every location.
The Background
This major agricultural company has played a vital role in supporting farming communities across regional and rural Australia for over a century. With more than 300 branches offering agronomy, animal health, real estate, rural finance, and supply chain solutions, their reach is extensive — but so were the issues with their online visibility.
As the company grew through mergers, acquisitions, and rebrands, its digital footprint became increasingly fragmented. This presented a significant risk. Outdated or duplicate listings, incorrect hours, and inconsistent naming conventions weren’t just confusing for customers — they were also hurting search rankings, discoverability, and trust. This lack of online visibility could potentially lead to a loss of customers and revenue.
For a company that relies on regional presence, poor local SEO meant potential customers and partners couldn’t find or verify locations easily.
The Challenge
Before partnering with SAAR® Media, the client faced a daunting task: managing over 350 inconsistent and outdated business listings across major platforms. This was a significant challenge that required a professional solution.
Key problems included:
- Over 300+ incomplete or incorrect Google Business Profiles (GBPs)
- A number of “closed” or legacy listings still appearing in search results, dating back to a rebrand in 2019
- Fragmented or duplicate entries across Apple Maps, Bing Places, White Pages, and local directories
- Lack of national oversight and no clear process for local branches to maintain their profiles
- Incorrect business categories, outdated contact details, and missing UTM parameters for tracking
Their desired state was to:
- Update, standardise, and enhance all current business listings
- Create a system for central ownership with flexible local access
- Remove or merge outdated profiles, particularly on Google and Apple Maps
- Ensure brand consistency across every profile
- Improve local SEO performance and online discoverability
This is a challenge many multi-location businesses face — especially those in retail, health, education, agriculture, or any industry with regional storefronts or service hubs. With a proactive listings strategy, you can maintain control and ensure your online presence is always up-to-date and aligned with your business today.
What We Did
SAAR® Media developed a robust multi-location business listings optimisation strategy tailored to their operational structure and national goals.
Here’s a glimpse of our comprehensive approach:
Conducted a National Listings Audit
We began by auditing over 350 locations using a custom-built tracking spreadsheet. SAAR® checked each entry for:
- Profile status (claimed, unclaimed, duplicate, or closed)
- Consistency in name, address, phone number (NAP)
- Category accuracy
- Hours of operation
- Presence of branded assets (logo, cover photo)
- Website and UTM links
- Customer reviews
This phase revealed not only incorrect data but also large gaps where branches had no presence at all.
Claimed & Verified Profiles
We worked closely with the client’s internal marketing team to claim and verify listings, particularly on Google and Bing. Many profiles were unclaimed or owned by past employees — preventing updates or post scheduling. To address this, we created a system for central ownership with flexible local access, allowing the marketing team to manage and update listings at the local level while maintaining national oversight.
We also coordinated with Google support where legacy listings needed to be removed or merged.
Removed Duplicates & Rebranded Branches
Outdated listings, including branches that had closed, changed names, or merged with other locations, were flagged and submitted for removal. We also cleaned up White Pages and Bing Places entries to reduce confusion and ensure consistency across platforms.
Standardised NAP & Metadata
Every profile was updated with:
- Consistent naming structure across all listings
- Accurate phone numbers and addresses
- Store hours, including special holiday hours
- Business category alignment
- Short names and service descriptions
This improved UX and gave search engines a clearer picture of each branch, boosting their ability to rank in local searches.
Optimised for SEO and Search Visibility
We enhanced listings with the following:
- SEO-friendly business descriptions
- High-resolution images and cover photos
- Service offerings and appointment URLs
- UTM tracking codes to monitor website click-throughs
Our updates weren’t just cosmetic — they were designed to improve local SEO, push each listing higher in search results, and help customers find the right location faster.
Delivered a Custom Maintenance Framework
To keep things running smoothly beyond our engagement, we delivered a step-by-step Google Business Profile guide to help internal teams manage future updates. This included how to:
- Change store hours seasonally
- Add new links or photos
- Respond to reviews
- Monitor listing health
- Avoid accidental duplicate creation
The framework empowers the client’s network of regional branches while maintaining national standards — striking a balance between control and flexibility.
You can download your FREE copy of our guide here: https://saar.com.au/free-download-best-practices-for-optimising-your-google-business-profile/
The Results
The outcome was a cleaner, more accurate, and more effective digital footprint for this multi-location brand.
350+ Listings Audited and Updated
Every business listing across Google, Apple Maps, Bing, and White Pages was checked, verified, and corrected.
Removed or Merged 50+ Legacy Listings
Outdated branches, incorrect names, and confusing duplicates were resolved — improving accuracy and reducing search noise.
Listings SEO-Optimised
Every listing was SEO-tuned to enhance search rankings and improve visibility for “near me” searches in rural and regional areas.
Streamlined Local Search Presence
By consolidating and standardising their listings, the business saw measurable improvements in:
- Map impressions
- Website clicks
- Direction requests
- Phone calls from profile interactions
Internal System for Ongoing Maintenance
A scalable guide was delivered so that internal teams can manage future updates without constant agency support—a win for sustainability and budget control.
This case showcases precisely why investing in your digital footprint is essential. Even the biggest brands can suffer from messy online listings, but with the right tools and team, they can be fixed.
Why This Matters for Businesses with Multiple Locations
If you operate across different cities or regional areas, your online presence is likely more fragmented than you realise.
Search engines rely on accurate, consistent business data to connect you with customers. If that data is outdated or duplicated, you risk:
- Confusing potential customers
- Ranking lower in Google Maps and local search
- Losing leads to competitors with cleaner profiles
Whether you’re a retail chain, franchise network, national consultancy, or professional service provider, your business listings matter — especially in high-intent search moments when customers are ready to visit or call.
At SAAR® Media, we specialise in bringing clarity to chaotic digital footprints—particularly for those in need of business listings Melbourne support or brands scaling nationally that can’t afford to be invisible.
What Sets SAAR® Media Apart?
We go beyond just Google — Apple Maps, Bing Places, White Pages and niche directories are also part of our process.
We think like marketers, not just technicians — every listing is SEO-enhanced and customer-friendly
We build systems, not dependency — clients walk away with frameworks they can manage internally.
We’re experienced in business listings Melbourne and nationwide, helping both local stores and national chains stay relevant online.
Looking to Clean Up Your Listings?
Whether you manage 3 locations or 300, your business listings are one of the most important (and overlooked) parts of your marketing stack.
SAAR® Media helps brands across Australia:
- Claim, verify, and optimise their business listings
- Remove outdated or confusing entries
- Improve search rankings and local visibility
- Empower internal teams with sustainable tools
Need help with your business listing Melbourne — or across the country
Contact SAAR® Media, and let’s create a local SEO strategy that actually works.