b'Associate News DRIVING FOOT TRAFFICwith Google Maps: continuedIn the top 10 chart we summarize our findings. For each of theAllsups performed the best among branded chains, making it top 10 chains, we show how often they make the map pack, andinto the map pack 70% of the time. This is worth up to $715,000 the range of value they derive from this performance for organicin organic reach per state per year. Fastbreak, Minit Stop, and reach. The ranges indicate how much value each chain derivesTerrible Herbst were not far behind, entering the map pack more from its organic reach if they were to replace this with Googlethan 50% of the time. The remaining top 10 contenders are a mix Ads across the WPMA region. Less populous states lie lower onof national and local chains that made the map pack at least 40% the range spectrum while more populous or heavily-visited statesof the time, resulting in organic reach of up to $500,000 per state. lie higher. For national and regional chains, this can quickly add up to a few Across all the chains we evaluated, we chose to feature the topmillion annually across multiple states.10. Overall performance, however, was impressive across allIn addition to tracking branded chains, we tallied how often inde-chains. Although Jacksons closes out the top 10 with a 39% mappendent c-stores made it into the map pack. Googles algorithm is pack feature rate, eight other chains followed close behind withknown to prioritize local results in the map pack and this is re-feature rates above 30%. This strong performance indicates ratherflected in the 88% map pack feature rate for independent c-stores. vibrant competition among chains in the WPMA area, outpacingThis means that small chains and independent stores have strong many other regions of the US. representation in the digital search space, which is an advantage they can leverage to stay competitive. Keywords Matter:Gas Station PerformanceWe performed the same analysis for the search term, Gas Station near me. The best performing branded gas station was Chevron (54%) followed closely by Shell (48%). Exxon and Conoco were tied at a 40% map pack feature rate, while Valero and Cenex closed out the top 10. Since all of these brands operate in mul-tiple states, they can each expect to see millions worth of organic reach from their performance.It is interesting to note that two c-store chains, Kwik Stop and Speedway, managed to rank very well for the search term Gas Station even though they didnt 62www.wpma.com / Winter 2023'