It is a query I get fairly regularly within the Native search engine marketing neighborhood: What URL ought to I hyperlink my GMB itemizing to? The homepage? A location web page? One thing else? We wished to check & measure how the Google My Enterprise touchdown web page impacted rating within the native pack (3-pack).
The Take a look at
To check this we used Google My Enterprise listings from Gair, Gair, Conason, Rubinowitz, Bloom, Hershenhorn, Steigman & Mackauf, a private harm regulation agency in New York Metropolis. Their workplace has existed for over 100 years, and subsequently, they’ve quite a lot of practitioner listings for legal professionals that work there. The problem is that quite a lot of the practitioner listings get filtered since they’re all utilizing the identical class and are situated on the identical workplace.
We took one of many practitioner listings that wasn’t rating wherever and we modified the URL on the Google My Enterprise itemizing to level to their bus accident web page as a substitute of the homepage. We picked this as a goal attributable to how particular/area of interest it was and since the itemizing for the agency wasn’t rating for any of those phrases presently. We didn’t wish to cannibalize current site visitors which regularly occurs with practitioner listings attributable to the filter.
The outcomes confirmed that the touchdown web page did have an effect. The presence of “bus accident” queries on the touchdown web page content material and within the URL elevated the relevance for the itemizing and the rating elevated because of this (screenshots from Locations Scout).
We repeated the check a second time on a special practitioner itemizing. This time, we linked the itemizing to the bicycle accident web page. We noticed the identical consequence a few weeks later.
In Abstract
The content material on the particular URL you hyperlink to is essential and impacts rating within the native outcomes. For many companies, it is smart to hyperlink to the homepage since that URL has probably the most authority, backlinks, and relevance. Nonetheless, for some companies that qualify to have a number of listings, utilizing a technique like this will help present higher outcomes.
This text is a component 7 of 9 from my LocalU presentation from March 2020. If you happen to missed the occasion, the movies can be found for buy right here.
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