Local SEO | Google Business Profile | Multi-location Local SEO
By Andy Simpson
Choosing a new business location isn’t just about finding a spot with good foot traffic or a decent price per square foot. It’s about ensuring that your business is visible, accessible, and primed to dominate local search results from day one. This is where Local SEO comes into play, and it’s a step that too many businesses overlook—often at their peril.
Today, we’re going to dive into why your physical location matters so much in local search, what you need to consider before signing that lease, and how you can use simple SEO techniques to make sure your new address is a winner. Let’s get into it.
Why Location Matters (More Than You Think)
When it comes to local search rankings, your physical address is a huge factor. Google cares about where you are, and so do your potential customers. The closer you are to the searcher, the more likely you are to show up in their results. But here’s the kicker: If you’re in a saturated area with tons of competition, being physically close might not be enough.
Take a cue from Dave DiGregorio and Darren Shaw, who discovered that walking just a few blocks can completely change your local search results. Back in 2016, this was a revelation. Today, it’s a cornerstone of local SEO strategy. Location isn’t just about convenience—it’s about visibility.
The First Step: Google the Address
Before you even think about moving in, do this one simple thing: Google the address. This isn’t rocket science, but it’s a step that gets skipped more often than you’d think.
Let’s say you’re a personal injury lawyer eyeing a new office at 633 W 5th St, Los Angeles. A quick Google Maps search for “personal injury lawyers” near that address will give you a good idea of the competition. If you see a ton of red pins around your potential new spot, especially if those pins belong to firms with lots of reviews, it might be time to look elsewhere.
Get Local—Without Leaving Your Desk
Here’s where things get a bit more advanced. If you want to see what local searchers are seeing in real-time, you need to fake your location. No, I’m not talking about packing up your laptop and heading to LA. I’m talking about using tools like the GS Location Changer to simulate searches from any address you’re considering.
This lets you see who’s ranking in the local 3-pack and how your business might stack up. You can do implicit searches (just typing “personal injury lawyer”) or explicit ones (“personal injury lawyer Los Angeles”) and compare the results. If the competition looks too tough, it’s probably not the right spot.
Don’t Forget Curb Appeal
SEO isn’t just about what happens online. The physical characteristics of your new location matter too. Is there good curb appeal? Can you put up a sign that’ll catch the eye of passing traffic? These are factors that can influence both walk-ins and local search visibility.
Tools like Google Street View can give you a good sense of what your potential customers will see when they drive or walk by. If the building looks sketchy or there’s no place for signage, it might be worth reconsidering—even if the SEO potential looks good.
Moving an Existing Office? You Might Have an Edge
If you’re relocating an office that already has a strong Google Business Profile with lots of reviews, you might actually have an advantage. As long as your new location isn’t surrounded by heavy competition, your established prominence could give you a leg up in the local rankings once you update your address.
Just make sure to follow Google’s guidelines when updating your address to avoid any hiccups in your local SEO.
Tools of the Trade
A few tools can make this whole process easier:
Google Maps & Street View: For initial research and checking curb appeal.
GS Location Changer: To simulate searches from different addresses.
BrightLocal’s Local Search Grid: For in-depth local ranking data.
PlePer Chrome Extension: For quick analysis of local competitors.
City-Data Sites: To get a feel for the area’s demographics and business environment.
Final Thoughts
Choosing the right location for your business isn’t just a matter of real estate—it’s a crucial part of your Local SEO strategy. By doing your homework and leveraging the right tools, you can position your business to succeed right out of the gate. Remember, a little bit of upfront research can save you from a lot of headaches down the road.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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