Align Keywords with the Business Category
- Target keywords that belong to the Google My Business (GMB) category of the client. For example, if the main category is 'roofing contractor,' focus on keywords related to roofing rather than unrelated categories.
- Targeting keywords outside the business category or unrelated keywords can dilute efforts and hurt rankings for core keywords.
Use Location-Specific Keywords Correctly
-Only add the city where the Google Business Profile (GBP) is physically located. Avoid adding nearby cities where the business is not officially registered. This ensures hyper-local targeting and avoids confusing Google’s local ranking signals.
Evaluate Keyword Relevance and Website Optimization
- Check if the selected keywords appear on the client’s website, especially in page titles, URLs, and content.
- Keywords should be relevant and well-integrated into the website to maximize ranking potential.
Consider Keyword Difficulty and Opportunity
- Targeting keywords with lower average difficulty scores (even around 5.9) can provide quicker wins and help build momentum.
- Achieving a top-three ranking in Google’s map pack for these keywords can significantly increase exposure and leads.
Maintain Stability for Competitive Keywords
- For highly competitive keywords, especially in large cities, focus on maintaining stable rankings rather than constantly chasing volatile positions.
- Stability builds brand recognition and trust over time.
Focus on One Location per GMB
a) Local Relevance and Google’s Ranking Factors
Google prioritizes businesses that are physically located in the city or service area for local search results. The MavRanker guidance specifically recommends adding only the city where the Google Business Profile (GBP) is located, not other nearby cities. This ensures hyper-local targeting and aligns with Google’s emphasis on proximity and relevance.
b) Avoiding Keyword and Market Oversaturation
Targeting multiple cities where the business is not actually located can lead to keyword dilution and competition with other clients or businesses legitimately serving those areas. The MavRanker system advises limiting clients within a four-mile radius to avoid oversaturation and maintain effectiveness.
c) Maintaining Ethical and Effective SEO Practices
The MavRanker system operates within Google’s Terms of Service and avoids risky tactics like fake locations or spam. Artificially trying to rank in cities where the business is not present could violate these principles and potentially harm the business’s reputation or rankings.
d) Better ROI by Focusing on Actual Service Areas
Listing multiple service areas is possible by specifying cities or regions the business truly serves, but the primary focus should remain on the business’s actual location. This approach builds stronger brand recognition, trust, and visibility in the core market, which is more likely to convert into real leads and sales.
e) Strategic Address Changes if Expanding
If a business wants to target a new city, the recommended approach is to create a new Google My Business location or strategically update the business address to reflect the new area. This ensures the promotion’s geographical focus is accurate and effective.
Cover Search Variations
- Include variations such as “near me,” specific service names, and location-based terms (e.g., “dental implants San Jose”) to capture diverse search traffic.
Ensure Website Optimization
- Even if the client’s web pages aren’t currently ranking for the keywords, having a solidly optimized website is crucial for success.
- Consider website optimization services if needed.