Thangamayil Jewellery operates 66 retail stores across India, serving customers in a market where local search happens in both Tamil and English. Within 30 days of working with BizLoc8, they saw a 50% improvement in overall business performance — driven by a 114.5% increase in impressions, 30.5% more direction requests, and measurable rank improvements for multi-lingual keywords. Here's what we did and what the numbers looked like.
The Challenge: 66 Locations, Two Languages, Intense Local Competition
Jewellery is a high-consideration purchase. Customers search, compare, and visit stores before buying. For a chain like Thangamayil with 66 locations, being visible at the right moment in the right language is the difference between a store visit and a lost customer.
66 Inconsistent Google Business Profiles
Managing 66 separate Google Business Profiles manually meant inconsistent information, missing products, outdated services, and no social links across locations. Profile strength sat at just 3.6 out of 10.
Multi-Lingual Keyword Blind Spot
Customers in Tamil Nadu search for jewellery in Tamil — keywords like "தங்க வளையல்" (gold bangles) carry real search volume. None of Thangamayil's listings were optimized for Tamil keywords, leaving significant local traffic on the table.
Strong Local Competitors in Every Market
Each of the 66 locations competes against established local jewellers who have deep roots in their communities. Without location-specific optimization based on hyperlocal competitor data, Thangamayil's listings were being outranked by smaller, better-optimized competitors.
No Centralized Listing Management
With 66 stores to manage, there was no practical way to update products, services, or promotional content at scale. Each listing update had to be done individually — which meant most updates simply didn't happen.
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View Plans & PricingWhat BizLoc8 Did
We focused on six specific actions, all executed within the first 30 days. No long runway, no pilot phase — just direct work on the listings.
Bulk Listing Standardization Across 66 Locations
Profile Cleanup & Standardization
Standardized business names, categories, descriptions, hours, and attributes across all 66 Google Business Profiles. Listing health jumped by 26% within the first 2 weeks, and profile strength went from 3.6 to 7.2 within 30 days.
Products, Services & Social Links
Added and updated product catalogs, service descriptions, and social media links across all locations in bulk — ensuring every profile presented the full range of what each store offers.
Tamil + English Keyword Optimization
Multi-Lingual Keyword Research
Identified high-volume keywords in both Tamil and English — from "thali chain" (33.1K monthly volume) to "தங்க வளையல்" (Tamil for gold bangles). Each keyword was mapped to the relevant store locations for targeted optimization.
Competitor-Based Local Optimization
Analyzed local competitors for each of the 66 locations individually, then optimized each listing based on what was actually working in that specific market — not a generic template applied everywhere.
Google Posts & Rank Monitoring
Multi-Lingual Google Posts
Published Google Posts in both Tamil and English across all locations, keeping profiles active and giving Google fresh content signals in both languages.
Geo-Grid Rank Tracking
Set up ongoing rank tracking with geo-grid and keyword tools to monitor performance across all 66 locations for every target keyword — in both languages.
Keyword Performance: The Dashboard Numbers
Here's a snapshot of keyword rankings across 44 tracked listings after the first 30 days. These are actual numbers from the BizLoc8 dashboard.
| Keyword | Listings | Avg Rank | Monthly Volume | Rank Change |
|---|---|---|---|---|
| thali chain | 44 | 3.91 | 33.1K | +8.50 |
| 916 gold jewellery | 44 | 4.23 | 12.1K | +12.86 |
| தங்க வளையல் (Tamil) | 44 | 4.30 | 110 | +14.89 |
| gold necklace | 44 | 4.97 | 368K | +1.07 |
| Silver gift items | 44 | 4.64 | 18.1K | +7.34 |
The Tamil keyword "தங்க வளையல்" saw the largest rank improvement at +14.89 positions — confirming that most competitors weren't optimizing for Tamil search terms at all. That's a wide-open lane for a brand that operates primarily in Tamil-speaking markets.
On the other end, "gold necklace" with 368K monthly volume moved +1.07 positions. Smaller movement, but on a keyword with that much volume, even a single rank improvement translates to significant additional impressions and clicks.
The Results: 30 Days of Measurable Impact
Every number below is from the first 30 days. No cherry-picked timeframe, no annualized projections.
The Bottom Line
In 30 days, Thangamayil went from inconsistent, under-optimized listings to a standardized, multi-lingual local presence across all 66 stores. Impressions more than doubled. Direction requests — the strongest signal of purchase intent for a physical jewellery store — grew by 30.5%. And listing health improved by 26% in just the first two weeks, with profile strength doubling from 3.6 to 7.2.
Key Takeaways
Multi-Lingual Optimization Is an Untapped Advantage
Most competitors in regional Indian markets aren't optimizing for local language keywords. The Tamil keyword "தங்க வளையல்" jumped +14.89 rank positions because the competition simply wasn't there. For brands operating in non-English-first markets, this is a straightforward way to gain ground.
Listing Fundamentals Move the Needle Fast
Profile strength doubled from 3.6 to 7.2 in 30 days through basic standardization — correct categories, complete descriptions, products, services, and social links. These aren't advanced tactics. They're table stakes that most multi-location brands haven't done consistently.
Direction Requests Are the Metric That Matters for Retail
For a jewellery retailer, a direction request is the closest thing to a guaranteed store visit. The 30.5% increase in direction requests (25,473 total) is the single most valuable metric in this entire case study — it represents real foot traffic.
Competitor-Specific Optimization Beats Generic Templates
Each of Thangamayil's 66 locations faces different local competitors. Optimizing each listing based on its specific competitive landscape — rather than applying the same template everywhere — is what drove meaningful rank improvements across multiple locations.
Managing Multiple Store Locations?
If you're running a multi-location retail brand and your Google Business Profiles aren't pulling their weight, we can help. See what BizLoc8 can do with your actual store data.
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