Case Study: Valvoline achieves improved local search visibility (avg ranking 4.3→3.6; 50% Local Pack) with BrightLocal

How a global automotive brand improved its local search visibility in just three months

Valvoline, a global automotive brand with 1,170 US oil change locations, faced a competitive local search landscape and no defined local SEO strategy to support each site. Powered by Search identified that Valvoline had only basic listings in place and selected BrightLocal—using its Local SEO Tools and Citation Builder service—to tackle the challenge of managing local business listings at scale.

BrightLocal tracked local rankings down to zip-code level, targeted locations just outside the top three on Google Maps, built new high-authority and niche citations via its 1,600-site network and data aggregators, and cleaned up inaccurate listings and duplicates. In three months BrightLocal lifted Valvoline’s average ranking for “oil change” from 4.3 to 3.6 and moved 50% of locations into the Local Pack, delivering measurable increases in local visibility.

Valvoline