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Uberall's appearance at DMEXCO clearly demonstrated the central role that local SEO now plays for companies with physical locations. Uberall positions itself as a provider of a multi-level marketing platform that helps companies manage their digital presence in a structured manner and map the entire customer journey from the first online contact to the on-site visit. The focus is on organic visibility, local discoverability, and measurable business success in digital marketing.
Uberall's core business is in the field of local SEO. This refers to the optimization of the online visibility of companies whose business model is based on physical locations. Whether gas stations, retailers, restaurants, or service providers—as soon as customers shop or use services on site, the customer journey usually begins online. Typical situations include searches on the go, such as when someone is looking for a nearby gas station in their car or wants to buy a product in the area on the spur of the moment. This is exactly where Uberall comes in. The goal is to ensure that customers' locations appear as high as possible in such local searches, thereby increasing the likelihood that consumers will choose that particular company.
Many companies have not just a single location, but entire branch networks or franchise structures. In this context, Uberall refers to a multi-level marketing platform. It enables central specifications to be combined with local customization. Companies can consistently manage their locations, opening hours, contact details, and other information without losing local relevance. This structure is particularly important for brands with many locations, as inconsistencies in online data can have a direct impact on findability and trust. Uberall sees itself as a technical and strategic interface that brings order to this complexity.
A central theme of the interview is the customer journey from the online to the offline realm. Uberall specifically maps this interface. The journey begins with an online search, continues with information gathering and decision-making, and ideally ends with a visit to a physical location. It's not just about being found, but also about positively influencing the selection decision. Reviews, up-to-date information, and a consistent presence play a crucial role. Uberall supports companies in managing and coordinating these aspects.
An important point in the discussion is the distinction and complementarity to performance marketing. While high budgets are often used for paid ads, Uberall believes that the organic sector is frequently underestimated. Local SEO ensures that companies remain visible even without permanent advertising expenditure. Uberall specifically optimizes organic traffic and the resulting lead conversion. The goal is clearly defined: to get more potential out of existing locations and increase sales in the long term. Organic visibility is not seen as a substitute, but as a useful complement to paid measures.
According to Uberall, local SEO is relevant for any company that has physical locations. Today, the customer journey almost always begins online, even if the purchase or service is made offline later. For example, someone looking for a kitchen knife will often enter a search query with a local reference to find a store nearby. In such cases, visibility in local search results determines whether a company is even considered. Uberall ensures that this visibility is provided, provided that the location is geographically relevant to the searcher.
The interview also clearly states the difference between classic SEO and local SEO. While SEO generally aims at search engine optimization without geographical reference, local SEO focuses specifically on location-based search queries. The aim is to be present in searches such as “sneakers near me” or “gas station in the area.” Uberall focuses precisely on this area. The goal is for customers to see and select the locations of Uberall customers when conducting local searches. This specialization makes local SEO an independent and highly relevant discipline within digital marketing.
In addition to pure findability, customer loyalty also plays a role. Once someone has been successfully guided from online to offline contact, they should ideally come back. Through consistent information, positive experiences, and good findability, local SEO not only strengthens the initial contact, but also the long-term relationship between the customer and the location. Uberall therefore does not view local SEO in isolation, but as part of a holistic marketing strategy that combines visibility, selection decisions, and loyalty.
The key messages of the trade fair presentation can be summarized as follows:
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