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#174 Por qué no aparecen todas tus ubicaciones en el local pack ante búsquedas de marca y cómo solucionarlo · Negocios Locales

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  Local business. Episode one hundred and seventy- four. Very good morning and
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  welcome one more week to local businesses Today, two May, two thousand twenty
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  - four. This podcast is a weekly space where we look for local businesses
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  to get more customers and more business thanks to the improvement of your positioning and
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  visibility on the Internet. For those of you who don' t know me.
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  My name is Laura Alfonso I am a toilet consultant specializing in business with
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  physical establishments, i e the local seo, and I welcome you to this
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  program. A space where every week we talk about your Google file Viusnes Rafael,
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  your website of intentions, search, the user, reviews, digital analytics,
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  artificial intelligence laces, with the sole objective of making your local business more
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  visible on the Internet thanks to the improvement of your search engine positioning. You
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  can subscribe to the local business podcast on your regular podcast player or from my
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  website, Laura Alfonso com where you will also find all the notes of this
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  episode and in addition, you have the possibility to subscribe to the local business
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  news letter that come out every week, or at least try to leave every
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  week, because I have been a paired peline for a few weeks and it
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  is in this year letter. Where I tell you news of interest to your
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  business. What doesn' t give me time to address in this episode and
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  this week what we' re going to talk about, because you' ll
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  see today I want to talk about a very interesting topic that occurs in those
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  businesses that start to go well and decide to open new locations. What happens
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  that in these new establishments, because they do not manage to position and appear
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  in the local pack for brand searches and why this situation is given how to
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  solve it. Well, that' s what we' re gonna talk about
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  in today' s episode. But before we get into Harina, remember that
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  Laura Alfonso, com you have the video course, get more customers positioning your
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  local business and where, over several lessons and about six hours, I explain
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  how you can improve the visibility of your local business and with that get more
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  customers, because when I then next door, it gets more customers than you,
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  without having your experience or a better product only means that it is doing
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  something that you are overlooking and in this course I explain to you what,
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  because we also analyze the competitors, and all this in a simple way,
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  without technicalities and without needing to spend on expensive tools, because we do it
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  all with very powerful tools and at zero cost, because it is not about
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  making more and spending more money, but doing the best. So you already
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  know in Laura Alfonso com Barracurros, you have this course getting more customer positioning
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  your local business. And now we do, as I told you at the
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  beginning of this episode. Today I want to address a topic that has to
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  do with those businesses that, when they start to do well, decide to
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  open new establishments and those new establishments in the title of the date, as
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  it puts the business name normally followed by the location. And what happens that
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  many times those businesses don' t appear in the local pack. When the
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  user is doing a brand search. Let' s imagine to focus the shot
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  that we have in a psychology center that' s called your mind. Well,
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  if you' re looking for a psychology wave centre, your mind,
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  it' s normal for you to skip the local pack with the different establishments,
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  because sometimes, when we have businesses that aren' t well known,
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  not all the establishments in that local pack, and why we can solve it.
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  Well, that' s what we' re gonna talk about in this
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  episode. Four years ago I told you about the differences between the different localpucks,
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  because not all local packs are the same. We have the traditional local
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  pack, we have the scrappack, we have the ABZPAC. Come on,
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  we have different ways for Google to show off our business. And the ABC
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  pack is the one that occurs when the user is looking for a particular brand,
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  for example, Mid Sea and Kakarrefur bibs. Well, then, what
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  happens that when the user is looking for Karra and Fur, what appears is
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  a local pack where Google shows the different carrefour establishments that there are with the
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  letters to b C. And in this case, that abcpack has only two
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  options, to go to the web or how to get there. Show phone
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  and schedule, but no user reviews or reviews are displayed because Google understands that
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  we don' t care about that, as we want that establishment. In
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  particular, it also does not show the category of the business and if it
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  shows the options to buy, because at home I picked the understand, buy
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  understand, but we can say that it is a quite simple local pack,
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  very simplified of what is the traditional local pack. There is an exception where
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  you can also produce this ABCPAC, and it is in generic services that Google
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  understands that you don' t care about the brand or what users think,
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  but what you' re interested in the product or service for a fast or
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  even urgent transaction, as is the case with gas stations or pharmacies. In
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  those cases, if you' re looking for a gas station, Google'
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  s theme will show the closest gas stations to your location and will also be
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  classified by letters A, B and C. However, this special case is
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  not what interests me today. What I want is for us to focus on
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  the ABC pack for businesses from various locations. And why, if you have
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  multiple locations, they don' t all appear in the local pack when the
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  user is doing brand search, that is, he' s looking for the
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  concrete name of your business, so let' s go looking at it.
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  However, many times it may not appear in the local pack, but your
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  business does appear in the search filter called sites. What happens that how many
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  people click very little, then all your businesses appear. There really isn'
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  t going to help users go to that new establishment and therefore, at a
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  business level it' s that you don' t even find out and if
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  those establishments are too far away from each other, Google might not even show
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  them in that site tab. So we don' t have to settle if
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  we have several establishments and we want them to show up. And when I
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  say several establishments, I mean from two, because what we have to do
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  is work to make Google understand what all of them should show in the local
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  pack and let' s see how we can get it. The factors that
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  influence your business to appear in ABC PAC are three, which are precisely the
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  key positioning factors that we talked about four years ago. I leave you a
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  link in this episode and the truth is that that has kept you stable and
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  has not changed. On the one hand, we have the proximide that refers
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  to the distance between the wanted business and the user. In this case,
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  if you have several businesses that are very far from each other, for example,
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  in different cities, it is logical that Google will not show you we
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  are all in front of local searches. So, if you' re in
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  Madrid and you' re looking for a business, specifically, if that establishment
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  is in Madrid but it' s also in Segovia, it' s normal
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  that they only show you about Madrid. This is why proximity is also important
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  when it comes to showing certain businesses at ABCPC. Here is an example,
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  of course as it is, for example, Mamifit. MAMIFIT is a business
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  that is made up of different moms who have been approved to a program by
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  which they help other mothers who have given birth to recover after childbirth. Well,
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  there are mamafits in different cities, in Murcia, in Marcelo, in
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  Granada, in Madrid, but we also have in Italy, in Paris,
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  etcetera. In the end, Google, when you' re looking for mamified
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  The other day, what it did was show me a map with no zoom,
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  where it showed me the different locations of Mamifit and also covered that map
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  both Italy and France and Spain, and I could see the different pins of
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  location. Today I am doing the same search and it turns out that only
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  Mommy shows me the end of Madrid. And, on the one hand,
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  it is logical, because we are facing a local search. So, if
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  I' m doing a local search, it' s logical that Google only
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  shows me the Madrid MABINIFITs. But in this case it is only showing me
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  one establishment and it also shows me the no le spanel does not show me
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  a bezpack, that is, that it is considering that there is only one
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  MAMIFIT that I would be interested to hear the best is that there is only
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  one date in Madrid for MAMIFIT. Since I don' t know anything about
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  the sector, it can be, but in case there is more, the
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  question is that Google isn' t showing it and is identifying that the MAMIFIT
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  that interests me is this and why, because it can be by proximity,
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  but also by one of the following two factors, the one of relevance and
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  the one of prominence. And this is precisely where I want to focus and
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  I want to avoid everything related to proximity, because it is something that we
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  cannot attack at the seo level. Our establishment is where the user is,
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  too, and we can' t change that. That' s why we
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  ' re going to focus on what relevance and prominence refers to. When we
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  talk about relevance, we say that Google wants to make sure that what it
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  shows you in the search results is as relevant as possible to the query of
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  the potential client. That' s why many times business does appear when the
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  user is incorporating, in addition to the brand, a relevant term that makes
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  Google. Have no doubt what business to show? And we are going with
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  an example of a sector that I know a lot and that is precisely where
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  this case has occurred. This one, in this case we have a business
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  and I put a name like that in code, but so that it is
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  well understood that it is your mind Center of Psychology and Psychiatry, and it
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  has two chips, where the other is called your mind, two points within
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  Psychology and Psychiatry and incorporates the term childish. That is, we have two
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  tokens, your mind Psychology and Psychiatry Center and your mind Child Psychology and Psychiatry
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  Center. Well, this second card does not appear for searches of the type
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  Psychology Center your mind, but it does appear even ahead of the first one,
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  to which it always ranks when the user searches CPU center for children your
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  mind, as we see here, Google understands very well that what is relevant
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  to the user is the second date and in this case the two businesses appear
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  in the local pack, being able even this second business, that never start
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  the RCPC, being in the first position. The reason, then, that
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  Google understands very well the relevance in Queerris, where is the brand word plus
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  a specific ky Ward. To do this, Google has to have information and
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  that information depends on the content you target and where, on the one hand,
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  in the company profile of your Google tab. In this case, that
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  information was provided on the tytel, but also on the web, on the
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  page you link to, the location page So, we see how relevance can
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  help position in the ABCPAC to that business that suddenly does not rank well and
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  then we will move on to prominence. Here, Google takes into account how
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  well- known an Internet business is to know what is important and what should
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  show you and how prominence is determined, especially with links, mentions and citations.
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  Here there is also a very interesting aspect and it is that of the
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  antiquity of the card. We can' t expect him to just start a
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  new tab like another one that takes years because the old tab is more prominent.
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  Then there are times when we should not get nervous if we see that
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  our card is not appearing in the first positions or in being ABCPAC. When
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  the user is looking for our brand term, we need to give Google some
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  time to analyze all the information and consolidate it and then see if they show
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  our business at ABCPAC or not. When certain months have passed and that information
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  does not appear, it is when we must act and how we can act,
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  how we can get that second business or that third business that we have
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  opened to appear also in front of brand searches in the ABCPAC. Well,
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  come on, let' s go with it. I' ll give you
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  eight tips. The first, optimize the tab of all your establishments, the
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  Google busnus profi tab without forgetting important sections, as is the part of services,
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  categories, products and can also come very well to put some term in
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  the title without engaging in plathat practices as I was saying. Child Psychology and
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  Psychiatry Centre. Well, put a child on it, maybe. We are
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  bordering on the terms of service, the legality of Google' s terms of
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  service, but it can also help us to incorporate photos reviews, that is,
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  what is expected of a well- worked tab and make sure that all
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  your chips, of course, are verified Second tip have location pages on your
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  web, location page and put on the chitel some description that makes Google understand
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  that there are several locations, for example, your mind Child Psychology and Psychiatry
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  Center, c- chambery bar, for example, and the other one is
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  given a northern district, for example. Also in h one it is interesting
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  to mention the business plus the location. That would be tip three. Let
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  ' s go to tip four, which has to do with the content within
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  the location page. To remove any reference to something that alludes to the fact
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  that this card or that establishment is very new. For example, we opened
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  up a new center, because this affects prominence and we are de- emphasizing
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  it. Also, in this case we were talking about a business that I
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  had opened a year ago. Okay, the other one had opened ten times
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  ago and it' s certainly a new business. But after a year we
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  continue to open new center, because more than help or is doing us a
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  skinny favor, we go with the fifth tip that has to do with the
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  improvement of the content dessa location page. And that' s what we'
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  ve already talked about in another episode called eight factors to optimize your location page,
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  which I leave linked in the program notes, but let' s see
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  it quickly. On the one hand, it is important that on this location
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  page we incorporate the address from which you can reach your establishment, images from
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  inside and outside the site the map and certify the location map of your business
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  that, in addition, from the nm X New mercharn speriens that comes to
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  be the new interface from where you manage your tab. You have a section
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  that Google gives you a code so that you precisely put it on the web
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  and your map appears. That' s also important and don' t forget
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  to bring in information about the phone, your schedule and, above all,
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  also the reviews, reviews that your customers make about that establishment. Let'
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  s go with the sixth tip that' s the Eskimo. Here it is
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  very important to work on data labelling and nesting. What should be the main
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  scheme of the location page, since the scheme should be that of local business,
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  the local business, and you have to nest it, on the one
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  hand, to the part of services and you also have to do a nesting
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  of the esquima to that of organization, which normally corresponds to the home the
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  hon usually has organizational scheme and you also have to do nesting to the part
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  of professionals within the section, of who we are. Then we have the
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  seventh tip, which is the internal link, very important key, especially between
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  the service part and the location page. In the latter we can put a
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  block that says hear the services we offer and link to the different sections.
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  And it is also interesting that from the different sections the location page is given
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  strength and all this through the internal loop. And as eighth tip, also
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  very important to incorporate in the navigation menu a section that is where we are
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  and from where the different location page that we have of our different establishments hang.
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  With this it is more than possible for your business chips to start ranking
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  well for brand searches and all of them appear in ABC PAC. If you
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  ask me which of these tips is most important, I have to tell you
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  that this implementation was totally paralleled. It was not phased and brought us the
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  expected results, so I cannot tell you what was the most decisive factor.
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  But the thing is, we made it. That' s why I tell
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  you what are the eight actions that we come up with so that you just
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  see them and consider the results that you' re waiting for now, because
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  only fall that you confirm if you know if your businesses are all appearing in
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  the BZPA, because many times I find myself in the audits that have several
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  establishments and we have realized that not all of them appear. So confirm if
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  all your businesses appear on ABCPC in case they don' t show up,
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  see if they' re too far away from each other. It is possible
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  if they would not have to appear and they would also have to appear in
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  the site tab. And if not, then you already have a work plan
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  to set in motion to achieve it. So I' m going to leave
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  you a survey in Spotify to see those establishments that you have multiple locations,
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  if you had in mind if all of them appeared in the ABCP. And
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  also for the seos, because those who listen to me that you dedicate yourselves
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  to the same thing as me, for surely you have many customers of this
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  casuistica. Then see also if you analyze this situation and if it usually happens
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  or does not happen that the establishments appear or do not appear in the abz
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  I leave you survey and see what you answer me. Meanwhile, and as
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  next week comes where we' ll come with another episode, remember that you
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  can listen to me on all podcasting platforms and I would greatly appreciate all the
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  five- star reviews and ratings you leave me on Apple, Podcast, in
• 20:32
  Spotify, on eBox as well. And remember that you can listen to me
• 20:33
  on other platforms like Google Podcast, Amazon Music, Podcatcast, all of them.
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  I am in all and if you already subscribe to the podcast in local
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  businesses, you do me a huge favor, because it is the way I
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  have that the algorithms of the different podcasting platforms prioritize me and show me more
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  users and in that way, this podcast can be sustainable of time and we
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  only have to make the closure, but they are until next week where we
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  will hear again and where, then, where it will be here in local
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  businesses. Happy week.