Chain Business without specific location modifier [10.6.2. of the Guidelines]
Location Modifier | Forms | Examples |
None | n/a | Burger King, Esselunga |
A query for a chain business is not considered an explicit query and is therefore not eligible for a Navigational rating unless the query contains a location modifier that points to a single unique location.
Distance evaluation should be based on chain business locations in the real world, not only the returned results.
Example
Query: Penny Market
Location intent: Viewport is STALE, no location modifier -> Results are expected close to the user
Explanation: Query is a chain business, supermarket Penny, without location modifier. Location intent is user location (see section 5.4. Distance) since viewport is stale. Once the intent is established, we need to research real- world results using the official store locator and other map applications.
Once we have verified which the real-world results are, we can proceed evaluating those returned
in TryRating. We draw imaginary circles around user, based on the real-life results we have available, and gradually demote the results that are more distant from the user.
Result inside the innermost circle – Penny Market in Via Moro, Montale, is considered Excellent.
Results within the second circle – Via Di Vittorio in Montemurlo and Via Pistoiese in Prato, are considered Good.
Results in the outmost circle are considered Acceptable.
Chain Business with general location modifier [10.6.3.1. of the Guidelines]
Location Modifier | Forms | Examples |
General | Locality /postal code | Conad Catania, H&M Roma |
Query: Pandora Stezzano
Location intent: General location modifier – locality Stezzano. User and viewport location should always be ignored when there is a location modifier -> Results are expected within queried locality.
Explanation: Query is a chain business, Pandora and the user is expecting to find results within specific locality, Stezzano. Once the intent is established, we need to research real-world results using the official store locator and other map applications. Remember that we are considering only official stores. Retailers should not be considered.
Official store locator returns only one result within the queried locality. Since we have such low number of results within Stezzano, results outside should be gradually demoted.
Result inside of the location intent Stezzano (innermost circle) is rated Navigational.
Results outside, in the bordering localities – Curno, Orio sul Serio, Bergamo (middle circle) are rated Good.
Results farther away, such as Busnago, are rated Acceptable.
Remember that we are demoting for distance from the queried locality, not from the result inside of the queried locality.
Chain Business with specific location modifier [10.6.3.2 of the Guidelines]
Location Modifier | Forms | Examples |
Specific | street or full addresses | McDonald’s Piazza Duca d’Aosta Milano UniCredit Via Putignani 98 Bari |
Query: nike store via del corso roma
Location intent: Specific location modifier – street Via del Corso Roma. User and viewport location should always be ignored when there is a location modifier -> results are expected on the queried street.
Explanation: User has requested a Nike Store at a specific address. We check the official sources to see how many real-world stores match the queried address. Official store locator shows only one store at Via del Corso, Roma.
When a query includes a specific location modifier in the form of streets or full addresses, if there is a only a single result present in the specified location it should receive a rating of Navigational. It is promoted because it is the only result that satisfies the user intent. All other results should receive rating Bad.