Optimizing Multiple Location Google My Business Profiles for Local Service Businesses
In the competitive landscape of local service businesses, establishing a strong online presence is essential for attracting new clients and expanding reach. One common strategy employed by businesses aiming to enhance their local visibility involves creating multiple Google My Business (GMB) profiles tailored to different service areas. However, this approach raises important questions about best practices, especially considering recent Google policies regarding virtual addresses and location verification.
Understanding Your Current Position
Many local service providers find themselves ranking well in both organic search results and Google’s Local Pack (map pack) within their primary operating areas. Interestingly, some businesses also achieve visibility in districts or suburbs approximately 45 minutes away from their core location. While these extended reach rankings are promising, converting this visibility into actual leads can vary, with fewer conversions typically observed the farther the service area extends.
The Concept of Multiple GMB Profiles
A logical step to bolster local SEO and improve conversions in different areas is to establish separate GMB profiles for each target location. Doing so allows you to optimize listings with location-specific content, contact details, and customer reviews, thereby increasing the likelihood of appearing in local searches relevant to each area.
Challenges and Considerations
It’s crucial to be aware that Google’s guidelines have tightened regarding the use of virtual addresses and unverified locations. Google increasingly favors physical, staffed office locations for GMB profiles, primarily to ensure integrity and accuracy in local search results. Creating profiles based solely on virtual addresses or mailbox services can risk suspensions or removal, which could compromise your current rankings.
Innovative Approaches to Location Expansion
One potential workaround is to establish physical presence in new areas—such as renting small storage units or self-storage facilities—and using these addresses as verification points. These sites wouldn’t need to be staffed 24/7; they serve primarily as verifiable business addresses. Ensuring these locations are legitimate and publicly accessible can help align with Google’s guidelines and reduce the risk of profile suspension.
Additionally, maintaining a dedicated local phone number for each area and ensuring consistent, accurate NAP (Name, Address, Phone number) information across all listings and online assets can further strengthen local SEO efforts.
Best Practices and Caution
While it may be tempting to create multiple listings as a quick method to dominate local search results, it’s important to balance aggressive expansion with adherence to Google’s policies. Engaging in practices that violate guidelines can lead to penalties and the loss of existing visibility.
The key is to focus