This is especially worth considering if they live in a sprawling metropolitan area that presents valuable market opportunities.įor example, market research aside, a business in downtown Houston that opens a second location roughly thirty miles away in The Woodlands would put itself closer to over 100,000 more people.
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When businesses think about expanding, they tend to think about going to a new city or state, but to reemphasize my first point, I encourage companies to think about how to maximize visibility in their current city. I highly recommend conducting market research to see where your existing and prospective customers are. Location/Market EvaluationsĪnother factor business leaders looking to expand their physical offices should carefully consider is where they want to go. This is not a problem for most businesses, but if you have dabbled in some gray areas (such as opening a fake office), be aware that you'll fall increasingly under Google's magnifying glass. This is because they want to make sure people aren't spamming or cheating the system with fake satellite addresses, suites, ghost offices, etc. Given Google's 2021 "Vicinity" update, proximity is more important than ever these days, so having more than one location can help your business cater to prospective customers in both general areas.īut here's the catch: The more locations your business has, the more Google will pay attention to you. Here's another way to think about it: If you go on vacation and you search "best restaurants" in Google Maps, you'll see restaurants closer to you, not ones that are 60 miles away in a different city. Naturally, if a prospective customer lives in the suburbs, they would prefer a location closer to them, rather than having to drive downtown. More Attention From Prospective Customers.and Googleīecause of the convenience factor, opening up an additional location (or even multiple new locations) has a higher likelihood of leading to more conversions.
However, there are some factors that need to be considered before pursuing this route. I would recommend that businesses consider opening more than one location to impact their standings for both Google Screened and Google Maps. However, if the business opens a second location in the suburbs, it'll have a much greater reach in those local search results. A Google Screened checkmark is of little to no value to that customer either, as they will never see it in the first place. So, how does this all play out? If a business only has one office (in, say, a downtown area), a potential customer further out (in the suburbs, for example) may never stumble upon that downtown business while searching, as Google deems the proximity between the searcher and the business to be too far.
Google looks at the business's region, reviews and responses to those reviews (specifically, the timeliness of those responses), while Google Maps uses relevance, distance and prominence to rank businesses in its search results. Essentially, organizations that qualify will get a green checkmark next to their Google Local Services listings, highlighting a "Google stamp of approval" of sorts for potential customers. Google Screened is currently open to specific types of businesses and is offered only in limited parts of the United States. See the details below.There's an emerging search engine marketing opportunity for businesses: opening additional physical locations, then deeming them marketing expenses instead of facilities costs, as they generate good standings on Google Screened and Google Maps (two tools that revolve around physical proximity).
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