{"id":914,"date":"2017-05-08T12:51:16","date_gmt":"2017-05-08T12:51:16","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2017\/05\/08\/how-to-optimize-google-my-business-listings-for-multi-location-businesses\/"},"modified":"2020-03-13T01:51:06","modified_gmt":"2020-03-13T01:51:06","slug":"how-to-optimize-google-my-business-listings-for-multi-location-businesses","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2017\/05\/08\/how-to-optimize-google-my-business-listings-for-multi-location-businesses\/","title":{"rendered":"How to optimize Google My Business listings for multi-location businesses"},"content":{"rendered":"

Being listed on Google My Business<\/a> (GMB) is an essential part of any local SEO strategy. <\/b><\/span><\/p>\n

But how can businesses with multiple locations make sure they aren\u2019t penalized in search rankings?<\/p>\n

Produced in association with SweetIQ<\/a>.<\/em><\/p>\n

Google My Business<\/b><\/a><\/h2>\n

Google My Business<\/span><\/a> was rolled out in 2014 to make it easier for local businesses to be found via search. It had an added benefit of allowing businesses to stay on top of reviews, and to perform analytics on interactions like clicks, views, calls and requests for directions. <\/span><\/p>\n

In other words, it became the first step in any local search marketing strategy.<\/span><\/p>\n

Today, a well-maintained GMB listing remains a vital source of traffic and, ultimately, revenue \u2013 especially for businesses competing for location-specific keywords<\/a>.<\/span><\/p>\n

Google\u2019s<\/a> \u2018three pack\u2019 of local search results, which is triggered by search terms with local intent like \u201crestaurants Venice Beach\u201d, is given significantly more prominence than organic results in both desktop and mobile SERPs. In fact, organic results are not even visible above the fold for mobile users<\/a>.<\/span><\/p>\n

\"\"<\/a><\/span><\/p>\n

Google\u2019s mobile SERP for \u2018restaurants Venice beach\u2019 (left) vs \u2018Venice beach\u2019 (right). <\/span><\/i>Screenshots courtesy of\u00a0Andy Favell<\/a><\/span><\/i><\/p>\n

Essential for SEO<\/b><\/h2>\n

Since Google<\/a> <\/span>reduced the number of local results from 7 to 3 in 2015<\/span><\/a>, it has become more important than ever for businesses to feature as high as possible in these results. And with <\/span>1 in 3 Google searches now having local intent<\/span><\/a> (according to digital marketing expert Jordan Kasteler) there is more traffic up for grabs than ever.<\/span><\/p>\n

On the flip-side, competition for this traffic is fierce, meaning mistakes can cost you dearly. The Local Search Association estimates that over $10bn worth of potential annual sales are lost<\/a> because of missing or conflicting information in Google My Business<\/a> listings.<\/span><\/p>\n

For businesses with multiple locations, this is a real problem; each business location has a unique address and contact details. How can big businesses ensure they aren\u2019t penalized for conflicting information on their Google My Business<\/a> profile?<\/span><\/p>\n

First steps<\/b><\/h2>\n

Luckily, Google<\/a> is well aware of this problem, and allows business owners to claim multi-location business listings. However, in order to be verified by Google<\/a> as such, a few conditions must first be met. A business must:<\/span><\/p>\n