The concept of presence management, often discussed in the field of digital marketing, refers to all the tools and platforms designed to improve the online visibility of multiple points of sale within the same network. This essentially involves ensuring a presence on search engines, online directories, and mapping services such as Google Maps, Mappy, and GPS applications like Waze.

This practice can also apply to the online visibility and presence of an individual point of sale. Presence management is therefore considered a discipline within local SEO, and even within broader digital marketing, especially in the case of retail networks, despite the presence of aspects that are not directly related to organic search engine optimization. Its main objective is to guarantee good visibility for points of sale in local searches, while ensuring that all relevant information (opening hours, services, etc.) is properly disseminated to encourage in-store traffic, for example, through online booking services.

Data relating to the various points of sale within a network is usually centralized and managed via a dedicated presence management platform before being automatically distributed across different online platforms. A concrete example of this approach is provided by Solocal, an online presence management platform that offers various tools to optimize the visibility and dissemination of information about points of sale.