Q-Park's Got the Spot with Optimized Listings and Review Management

Challenge

More and more drivers are searching for parking online before they even start their journey – so Q-Park Germany needs to be more visible in online searches.

Solution

With Uberall, Q-Park Germany manages listings and reviews for 100+ parking facilities across more than 40 directories; on a single platform.

Result

Q-Park Germany optimizes its local online presence with Uberall, achieving greater visibility and engagement in online searches.

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Parking Made Simple: Q-Park and Uberall Take Local Visibility to the Next Level

Q-Park is one of Europe’s leading operators of owned, managed, and leased parking facilities, as well as mixed business model parking solutions.

Known for its high standards, the company manages nearly 3,600 parking locations with over 706,000 spaces and holds a strong market position in seven Northwestern European countries: the Netherlands, Germany, France, Belgium, the United Kingdom, Ireland, and Denmark.

Strategic Growth as a Business and Partner

Founded in 1998 in the Netherlands and expanding to Germany in 1999, Q-Park focuses on urban parking and high-traffic public locations. As a partner for urban planners and private developers, the company contributes significantly to enhancing city spaces – provided that parking spaces are utilized on-site = found online.

“A few years ago, people searched for parking spontaneously while driving. Now, they plan ahead and research options online before starting their journey. So the ‘parking journey’ starts earlier – and mostly online – which is why we need to be visible and guide drivers directly to our facilities.” - Roman Rohrberg Head of Marketing & Sales, Q-Park Germany

How to Digitize the Parking Journey

As drivers increasingly rely on online searches for parking, Q-Park Germany recognized the need to digitize the parking journey from start to finish – starting with visibility on the largest search engine, Google.

However, for the parking industry, local directories such as meinestadt.de or dastelefonbuch.de are equally important. These platforms are used both by consumers for trip planning and by Google for data validation.

While being present in relevant directories is vital, consistent and accurate data is even more critical. Without it, drivers can’t find their way to the right locations. So inconsistent data leads to confusion and reduced traffic (and revenue).

Updating location data on platforms like Google can be challenging though, requiring a specialized partner with the right integrations – and that’s why Q-Park Germany turned to Uberall.

Full Parking Lots Ahead: Q-Park’s Success with Uberall

Q-Park was no stranger to location marketing platforms and decided to start working with Uberall in 2022. The two key reasons?

1. Uberall’s unwavering commitment to customer service
2. A directory network that includes both global and local platforms

Thanks to their prior collaboration, Q-Park Germany seamlessly resumed working with Uberall:

• With Uberall Listings, Q-Park Germany manages their business listings across key global and local directories.
• With Uberall Reviews, Q-Park Germany centralizes customer feedback, responding to reviews efficiently using pre-designed templates.

Through Listings, Q-Park Germany maintains essential profile data such as name, address, phone number (NAP), opening hours, categories, attributes, descriptions, and photos. To do so, the headquarter team gathers information – like operating hours from field staff or tariff updates from management – and then updates it manually or via Excel uploads. The main focus, however, is on creating new profiles for newly opened locations.

“The Excel upload feature is fantastic for managing data for our 135 parking facilities. It allows us to update attributes like elevator availability quickly – and the changes are reflected immediately. Even when Google Maps pins are misplaced by users, we can fix them with Uberall. The platform is user-friendly, and all features are easy to navigate.” - Isabella Szelag Sales & Marketing Manager, Q-Park Germany

While Google Business Profiles remain the cornerstone of Q-Park Germany’s strategy, local directories are just as crucial.

For a single parking facility, the company maintains over 40 listings across:

• Search engines like Google and Bing
• Local directories like wogibtswas.de and golocal
• Social networks like Instagram and Facebook
• Navigation platforms like HERE and TomTom
• Automotive navigation systems

Through Reviews, Q-Park Germany handles customer reviews across various platforms using Uberall’s centralized inbox and response templates to speed up reply times while ensuring a personal touch.

"Many of our facilities are located in North Rhine-Westphalia and attract cross-border traffic, where reviews play a critical role. We need to monitor reviews closely – not just to respond, but also to correct misinformation, like the time one of our locations was mistakenly reviewed as a pizzeria." - Roman Rohrberg Head of Marketing & Sales, Q-Park Germany

Even though review management is centralized, local managers can access feedback for their locations. Especially for non-local customers, reviews and location details have become most influential for parking decisions.

"It’s important for our field staff to have insights into customer experiences, as feedback is rarely given on-site but often shared online." - Isabella Szelag Sales & Marketing Manager, Q-Park Germany

By maintaining accurate listings and responding to reviews, Q-Park Germany addresses two of Google’s most important ranking factors. The company also uses Uberall to post updates on Google and social media, contributing to the improved SEO performance observed since our partnership began.

From Empty Spaces to Full Houses: Q-Park Closes Digital Parking Gaps with Uberall

While Uberall’s data management process may not differ dramatically from competitors, the results speak for themselves. Since partnering with Uberall in spring 2023, Q-Park Germany has significantly improved its online presence through consistent location data supported by Uberall and online activities by Q-Park itself – right when Google was updating its metrics.

Compared to the previous year, the company has achieved:

• 87% more visibility on Google Maps & Search
• 25% more clicks on driving directions
• 59% response rate to customer reviews

The enhanced online visibility drives more organic traffic to Q-Park’s website and ultimately, to its parking facilities. But the Uberall team continues to support Q-Park Germany with expert advice, especially when navigating Google algorithm changes.

"Whenever there’s an update on Google or elsewhere, Uberall is quick to adjust the platform or offer effective alternatives for optimizing our search engine marketing." - Roman Rohrberg Head of Marketing & Sales bei Q-Park Germany