The 90-Day Digital Footprint Plan

Before you start: write down five numbers

You can't tell whether any of this worked without a starting point. For each location, record these on the worksheet at the end (Worksheet C), using the free Performance report in your Google Business Profile and a spreadsheet:

• Profile views in the last 28 days.
• Interactions in the last 28 days: direction requests, calls, and website clicks.
• Reviews: total count, average rating, and the share of reviews from the last 90 days that have an owner reply.
• Days since the last post on Google, Instagram, and Facebook.
• AI mentions: ask ChatGPT, Gemini, Perplexity, and Claude two questions per location ("best [category] near [neighborhood]" and "what do people say about [name]") and record whether you were named and whether the description was accurate.

Streets: runs the AI check across all four assistants for every location, links each mention to its source, and captures the 28-day baseline automatically.

Weeks 1–2: Audit

Ask the assistants. Do the AI check above for every location. Write down every error: old name, wrong neighborhood, closed location still listed, a complaint quoted as the summary. Each error points at the source that needs fixing, usually Google or Yelp.

Build the listings grid. For each location, fill in Worksheet A: seven fields (name, address, phone, hours, category, website link, menu or services link) across six platforms (Google, Apple Maps, Yelp, Bing, Facebook/Instagram, and your main delivery or booking app). Highlight every cell that disagrees with the master version. Businesses doing this for the first time almost always find disagreements, concentrated in hours, phone, and, after a rebrand, name.

Streets: catches every field that disagrees across platforms and queues the corrections.

Audit the reviews. For each location, on Google and Yelp: count unanswered reviews from the last 90 days, note the oldest unanswered negative one, and record the rating. That's the backlog you'll clear in weeks five and six.

Audit the social accounts. Record the last post date on each account. Then read the last hundred reviews for each location and list the three dishes, services, or details customers praise most often. Check whether any of them has ever appeared on your own feed. That list is your first month of content.

Streets: reads the reviews and surfaces the most-praised items that have never been posted.

Weeks 3–4: Fix every listing

Work in this order, because the later platforms copy from the earlier ones.

• Google first. Fix every disagreement in the grid. Set holiday hours for the next six months now. Choose the most specific primary category. Replace photos so the storefront, interior, and best-sellers are current. If a location has two profiles, request a merge or mark the duplicate closed.
• Apple Maps and Bing. Match Google exactly, including punctuation in the name.
• Yelp. Claim every location, match the master, remove the old phone line.
• Facebook and Instagram. Update the name, address, hours, and link in the bio. Rebrands most often stall here.
• Delivery and booking apps. Match hours and menu. A PDF menu from two years ago is a listing error.
• Your own website. One page per location with the master name, address, phone, and hours in plain text.

Then make a rule: any time hours, phone, name, or menu changes, the grid gets updated the same day. Public "suggested edits" and directory scrapes will drift your data again within months, so recheck the grid every quarter.

Streets: updates the feeds and profiles with your approval, and keeps watching for drift afterward.

Weeks 5–6: Answer every review

Clear the backlog. Reply to every review from the last 90 days, starting with the oldest negative one at each location. Worksheet B gives you the structure; write it in your own words.

Set the voice. One page: how you say thank you, how you apologize, what you never do (argue, make excuses, offer refunds in public), and how you sign off. Every location uses it.

Set the rhythm. Replies within two business days, every day the location is open. Answer the positive reviews too; the research on this is clear that replies to happy customers move ratings and revenue fastest.

Earn recency. Ask happy customers to review you at the moment they compliment the meal or the service, with a QR code or a link. Never write reviews, buy them, or screen out the unhappy ones first; the platforms catch it and customers discount it.

Track it. Each week, per location: reviews received, reviews answered, average reply time, rating. Aim for a reply rate above 70%, the level that separated growing restaurant chains from shrinking ones in SOCi's 2026 comparison.

Streets: drafts a reply to every review in your voice, posts from your owner account once you approve, and reports rating and response rate by location against the baseline.

Weeks 7–10: Post something true of each location

One post per location per week, on Google Updates and Instagram at minimum. That's the whole target for the first month. Consistency matters more than volume.

Where the content comes from. The list from your social audit: the praised dish, the occasion customers describe, the staff member who gets named, the neighborhood detail. A photo taken on a phone at the location beats a stock image every time.

What not to do. Don't push the same post to every location. That's the pattern that produced near-zero engagement at shrinking chains. If one location is known for late nights and another for family lunches, their posts should say so.

Google specifically. Your most recent Google Update is the one people see in the search result; older ones collapse. Keep it current and give it a button (call, order, reserve, directions).

Streets: finds the item, writes the caption, picks the posting hour, queues it for your approval, and publishes from your account.

Weeks 11–12: Run one measured offer

Pick the location and daypart that's weakest in your baseline (the Tuesday lunch, the location whose Sunday is soft). Write one offer with a code you can track at the register or in your POS, post it on Google (as an Offer) and Instagram, and run it for two weeks. Compare covers or orders for that daypart against the previous four weeks. Keep what worked, drop what didn't, and don't run a second offer until the first has a result.

Streets: writes the offer, posts it with a tracked promo code, and reports covers against the four-week baseline.

Week 13: Measure and decide

Go back to the five numbers. Compare each location's profile views, interactions, review rate and rating, posting cadence, and AI mentions with the baseline. Rerun the AI check. Usually several locations have moved and one hasn't, which tells you where the next ninety days go.

After ninety days: about 90 minutes a week

Streets: runs this rhythm for every location and presents the week's work as one approval queue.

Conclusion

None of this requires software, and none of it requires a marketing background. It requires one person who owns the public record, a sequence, and a starting measurement so you know what changed. The four practices in this plan, accurate listings, answered reviews, local posts, and a measured offer, are the ones that consumer surveys, academic studies, and industry benchmarks from a dozen unrelated sources keep pointing to, which is why we're confident they're the right four. Streets exists to do the ninety minutes for you. The plan works either way.

Worksheet A: Listings grid (one per location)

Highlight every cell that differs from Master. Recheck quarterly.

Worksheet B: Reply structure by rating

Reply within two business days. Sign with a real name.

Worksheet C: Baseline and 90-day comparison

Where Streets does the work

Sources

Yext and BrightLocal (consumer research on business information and trust); Google, citing Ipsos (profile completeness); Whitespark (Local Search Ranking Factors 2026); Proserpio and Zervas (Marketing Science, 2017); Luca (Harvard Business School); Womply; ReviewTrackers; Anderson and Han (Cornell); Wu, Ye, and Chu (University of Hong Kong); SOCi (expanding-vs-contracting chain comparison, Sept 2026); Malou (restaurant profile study, 2025); Toast and MGH (diner discovery surveys); Enji and Constant Contact (owner surveys).