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Google to Tackle Business Listing Name Weight

2nd September 2020 | | Search Engine Optimisation

Having a business listing with a high visibility have been on SEO’s task lists more and more as the years have gone on. This is due to the fantastic features that Google have provided for the “Snack Pack”, the three businesses ranked in a dedicated local snippet with features such as “Call”, and “directions”. A solid benefit to local businesses competing for new customers and foot fall.

Much like websites there are an array of optimisation techniques to increase the chances of ranking within the “Snack Pack”. This mainly involves fleshing out the Google My Business listing with accurate and relevant information about your businesses; such as services, categories, and descriptions.

However, what SEOs have found is the “weight” Google give to the actual name of the listing is rather overpowering. An example of this can be seen in this tweet below:

What this shows is having the targeted search term included into the business name provides a huge benefit to it’s ranking potential. Which probably leads onto this question… “Why is that an issue?”

Level playing field

It been shown clearly by Google over the years that they want to push (and rank) the most relevant and trustworthy websites. With this tactic of simply including the search term in the name of a listing to overpower the rankings, it diminishes the organic work and at times is showing less trustworthy/positively reviewed results. Fortunately, we know that Google are working to improve this weighting from Danny Sullivan:

Preparing for this change

If your listing is looking rather sparse but is ranking highly due to the factor of including your desired search term in the name, it’s time to begin a strategy for improvements, otherwise you risk falling behind in visibility. Take these steps to improve your Google Business listing:

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