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Either you’ve got multiple business locations that you want to rank well throughout as much turf as possible, or you’ve got one location and the same goal. You may be somewhat more focused on the Google Maps / 3-pack results, but you also want the maximum local visibility in the organic results. In either case you probably want to know what actions can help you in multiple areas at once, and what can help you in one problem area or another.
How can you feed the whole nest of birds at once, and how can you feed the one extra-scrawny bird? You probably plan to do both, but if you can’t tell the two apart, you can’t put your time, resources, and effort to the best use now.
What do I mean by “help”? Either bumping up your rankings for terms you already rank (badly) for, or starting to rank for new terms or in new cities/areas where you’re not even on the scoreboard yet.
As you go through the two quick bullet-point lists below, there are 3 basic concepts to keep in mind, which will help make sense of it all:
- Any work on business listings (Google Business Profile and citations) and reviews only helps one location, typically
- Any work on the site or on backlinks can help multiple locations, typically
- Much of your Maps visibility depends on your organic SEO (i.e. site + links)
Steps that can help multiple locations at once (in the Google Maps or organic results or both):
- Getting good inbound links (particularly if they point to the homepage or another page you use as the landing page URL for multiple GMB pages).
- Adding service-related content to the landing page URL(s) you use for GMB. Usually that’s your homepage, but not
- Adding content about your service area to the landing page URL(s) you use for GMB. Describe your service area in detail, and go beyond that if you can.
- Creating, expanding, or improving service, product, or bio pages.
- Removing (from the map) widely visible, dominant spammy competitors.
- Writing a stronger homepage title tag.
- Adding footer links or other site-wide links to “location” pages, or describing your service area in detail in the footer, or both.
- Standardizing all pages’ title tags so that they’re all more focused on your highest-priority services or products, or your highest-priority locations, or both.
Steps that only help one location (in the Google Maps results):
Any questions or puzzles?
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