Case Study
DK & ALON Gas Station Case Study
Turning Brand Confusion Into Local Search Dominance
Our Approach
Disciplines that drove success
We combined strategic thinking with technical expertise to transform Delek's digital presence for two gas stations brands - ALON and DK.
Brand Strategy
Defined a clear identity for each brand.
Technical & Local SEO
Optimized the website for local visibility in multiple markets.
Google Business Profile Management
Streamlined 700+ location profiles and organized into groups for bulk verification and management.
Reputation Management
Automated review responses and located poorly reviewed stores per quarter for intervention and improvement.
Background
Delek US operates over 700 gas stations under ALON and DK brands.
Each location carries either the ALON or DK identity at the pump and on the canopy and each brand maintains its own website. While the dual-brand structure reflected the company's footprint and franchise relationships, it also created a fragmented digital presence that was difficult to manage internally and hard for customers to find in local search.
Brand Confusion
DK gas stations were competing for search relevance against a global book publisher, diluting their identity.
Verification Chaos
Many Google Business Profiles were unverified or duplicated across 700+ locations, impacting management and customer interactions.
Weak Local Visibility
Before the engagement, the brands underperformed in the local pack for the high-intent, bottom-of-funnel searches that drive fuel and convenience traffic — "gas near me," "gas station near me," and "convenience store near me."
Fragmented Digital Presence
The dual-brand model created a complex and inconsistent online footprint.
Multiple domains were consolidated and redirected as part of the website rebrand for both DK and ALON.
Step 01
Differentiated Positioning
Positioned DK as "American-Made Fuel" and ALON for "Convenience & Amenities."
Step 02
700+ Store Pages
Created SEO-optimized landing pages for every location. Automated with Storepoint data and made unique with AI generated descriptions.
Step 03
Google Bulk Verification
Secured bulk verification for both brands, simplifying management.
Step 04
Reputation & Listings Management
Implemented SOCi and Uberall to centralize review and citation management.
Results that Speak Volumes
Our strategic interventions led to significant improvements in online visibility and user engagement for both DK and ALON.
User Growth
Over 200% growth in organic sessions following the website rebrand.
66.75%
Organic Engagement Rate, improved after website rebrand
+17.3%
Improvement to Average Session Duration to 2:30
Local Pack Dominance
Significant improvement in local search rankings for key terms.
23%
Improvement in location rankings for "convenience store near me."
93%
of Locations rank in the local pack for "gas near me."
Growth in GBP Actions
Optimized Google Business Profiles resulted in growth of actions from phone calls, to direction requests to website clicks.
22.86%
Increase in GBP actions (directions, calls, clicks).
Verification and listings operation converted manual processes to streamlined workflows.
Key Takeaways
Continuous Optimization
We implemented strategies for ongoing improvement and automation to maintain digital dominance.
Store Data Management
Automated new location onboarding, rebrands and debrands in a centralized dashboard
Automated Reporting
Built a Looker Studio dashboard for real-time performance insights.
Keyword Alignment
Identified organic and paid keywords to support ongoing growth and a strategy for clusters of locations.
Automation
Implemented Claude Skills to identify duplicate store locations and Zapier to handle advanced lead attribution and organization.
