Why Doesn't My Business Rank in the Maps Section on Google? By Joy Hawkins

#SMX #11C @joyannehawkins

An In-Depth Analysis of Local SEO Ranking Issues

Why Doesn’t My Business Rank in the Maps Section on Google?


Dear Joy,

“Why doesn’t my business rank in the top 3 for Google’s Local results? I do way more to promote my business than my competitors. They do nothing yet they’re ranked above me”

Sincerely: Your Concerned Client


KEYWORDS HE WANTS TO RANK FOR: State Farm Tulsa OK Auto Insurance Tulsa OK

There are only 3 spots…


“State Farm Tulsa OK”Organic: 14th

Local: 6th

“Auto Insurance Tulsa OK”Organic: Not in Top 100Local: None

HIS CURRENT RANKING SUCKS


He moved just under 1 year ago to a new office down the street.

MapMaker and Google My Business (GMB) handle moves differently.

PROBLEM 1: CLOSED LISTING


You can only find closed listings in MapMaker


Often they are older & more authoritative They often contain old reviews for the

business The new/open listing is often brand new

Why Are They a Problem?


MapMaker• MapMaker is the way to edit non-verified

listings. He had one.• MapMaker’s policy is to close the existing

listing and create a brand new listing*• Pros: Prevents Mapping Issues• Cons: Ranking Power is Lost (it’s like having a

brand new business)

*https://support.google.com/mapmaker/answer/1065792?hl=en

https://support.google.com/mapmaker/answer/1065792?hl=en




Tells you to edit the existing listing in the GMB Dashboard*

Pros: You are way less likely to see a big drop in ranking. Reviews, photos, videos & posts stay in tact.

Cons: Driving directions will be wrong for a bit, map marker will be in the wrong spot

Main Issue: Updating the address field doesn’t move the map marker.

Google My Business (GMB)

* https://support.google.com/business/answer/4569146?hl=en

https://support.google.com/business/answer/4569146?hl=en


I contacted GMB support & had them merge the open & closed listing. After this happened, the listing went from

not being in the local results to on page 3.

Solution:


We also saw a spike in impressions…


https://www.callbryansmith.com/ and https://www.statefarm.com/agent/US/OK/Tulsa/Bryan-Smith-HBZBG5DQHAK both lead to the same website.

One does NOT 301 to the other.

PROBLEM 2: TWO IDENTICAL WEBSITES

https://www.callbryansmith.com/

https://www.callbryansmith.com/

https://www.statefarm.com/agent/US/OK/Tulsa/Bryan-Smith-HBZBG5DQHAK





His real site. Better for Search Engines because it’s on StateFarm.com which has a ton of authority/links.

Vanity URL. Easier to remember. Better for humans.


There are links pointing to both versions 7 links pointing to page 1(StateFarm.com) 33 links pointing to page 2

(CallBryanSmith)

Why is this a Problem?

These need to get added together!


Step 1: Add a Canonical Tag

https://support.google.com/webmasters/answer/139066?hl=en

URL 1 URL 2Is Really

SOLUTION




SOLUTION

Step 2: Make Title Tags on Both Pages Match

Google ignored the canonical tag stating the StateFarm.com one was the “preferred” because more links were pointing to CallBryanSmith.com

After this, they are still indexing both separately.


There are 46 State Farm agents in Tulsa. Their pages are mostly identical.

Adding &filter=0 to the URL string will show filtered results.

PROBLEM 3: THE PAGE WE WANT TO RANK IS FILTERED


FILTERED RESULTS


AA’s locations page is filtered because their contact page is already ranking right above it.


To rank high in the 3-pack it’s essential to link to the page with the highest organic ranking.

Why is this a Problem?

http://searchengineland.com/googles-pigeon-crap-big-local-brands-206468





SOLUTION Since there is no ability to do much onsite optimization,

our best option is more backlinks


Good Link:Sponsorship of local business


Bad Link:Crappy articles that never get read with exact-match anchor text

Bad links help ranking…until you get a penalty


PROBLEM 4: ADDRESS FREE-FORM

The Address from Google My Business (GMB) does not transfer into the right fields on MapMaker


Driving Directions are Wrong Your Map Marker won’t stay in the right spot No Street View on your listing in Maps

Some Signs of Mapping Issues

Correct: Shows Street ViewWhere did Street View go?


Suite #

Street #

Street Name


If you enter a street into Google that they can’t match up with an existing one, they create a new entry that is at the bottom of the list. This is NOT ideal & can cause mapping issues.

Street Name

Correct – what Maps has

Wrong – was in GMB


You have to click to Edit the MM listing to get this info (don’t actually make an edit)

Street Name


Try changing the address in GMB to use the exact same formatting as MapMaker

If that doesn’t work, make an edit in MapMaker to select the correct street name.

Solution


The map marker keeps moving back to Bryan’s old location.

PROBLEM 5: MAP MARKER KEEPS MOVING


• A known issue when updating the address in the GMB dashboard

• Updating the address does not move the map marker


SOLUTION Contact Google My Business phone support* Keep a very close eye on the listing in case it

moves back again.

*https://support.google.com/business/contact/business_c2c_na?hl=en&rd=1#cft=5

https://support.google.com/business/contact/business_c2c_na?hl=en&rd=1#cft=5




Because Bryan moved, there are still a ton of online references that have him at his old address.

This confuses Google. Confusion = less trust your data is

right = lower ranking

PROBLEM 6: NAP Issues


First: Manually check the 4 major data providers www.expressupdate.com www.mybusinesslistingmanager.com https://www.neustarlocaleze.biz/directory/Search https://www.factual.com/data/t/places

If they are wrong, the fastest way to clean them up is to use Moz Local

My NAP Diagnosis Process

http://www.expressupdate.com/

http://www.mybusinesslistingmanager.com/

https://www.neustarlocaleze.biz/directory/Search

https://www.neustarlocaleze.biz/directory/Search

https://www.factual.com/data/t/places

https://www.factual.com/data/t/places


Second: Scan their phone number on YellowBot.com


Phone #:

City, State


Open all the different results that pull up.

Look in the description, information & reviews sections. Make sure to view all.

Open every hyperlinked directory in a new tab.



Check over every directory listing to see if it has a different business name, address, phone number, or website URL than the one you are using on G+

Get the ones that are different updated or removed.



There area authority data providers that apply to only certain industries. Ex: Working with a medical professional?

Make sure NPPES is up to date: https://

nppes.cms.hhs.gov/NPPESRegistry/NPIRegistrySearch.do

I worked with a dentist who moved over 4 years ago and his NPI record had him at his old address.

Bonus Tip

https://nppes.cms.hhs.gov/NPPESRegistry/NPIRegistrySearch.do




THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

Internet

Why Doesn't My Business Rank in the Maps Section on Google? By Joy Hawkins