Let’s talk about Google Business Profiles (GBP) and the golden rule: LOCATION, LOCATION, LOCATION. If you’re looking to dominate Google Maps and local search results, the physical location of your business is a big deal. But what happens when you’re sharing that prime real estate with other businesses? Things can get complicated fast.
Whether you’re running a spa inside a hotel, a law office in a shared building, or a bunch of practitioner listings from the same address, managing multiple businesses at one location requires some strategy. Let’s break it down.
One Address, Many Businesses: What’s the Big Deal?
If you’re in a building with multiple businesses that aren’t in direct competition, you’re probably good to go. Google doesn’t mind if a law firm is next to a coffee shop. But if you’re in the same industry, or worse, if you’re competing for the same customers, then Google’s local filter might come into play—and that can tank your rankings.
The Local Filter: Google’s Hidden Gatekeeper
Here’s the deal: Google’s local filter is like a bouncer at an exclusive club. If two businesses at the same address have the same primary category, the filter decides which one gets in (ranks) and which one gets left out. Adding a suite number won’t help—Google still sees you as the same address.
The local filter considers things like:
Primary category
Business name
Proximity (How close you are to other businesses)
So, if you’re an attorney sharing an office with another attorney, you might find yourself filtered out of searches for the same keywords. Google picks the business it thinks is more authoritative and leaves the rest in the dust.
How to Beat the Local Filter
If your business is getting filtered, don’t panic. There are ways to improve your relevance and get back in the game:
Check your categories: Make sure you’re using all relevant categories for your business. Missing one could be hurting your visibility.
Consolidate duplicate listings: If you’ve got multiple listings that are too similar, consider consolidating them.
Boost your organic rankings: A stronger website can improve your overall authority and help your GBP rank better.
Rebrand with keywords: If it makes sense, legally add keywords to your business name or file a DBA (Doing Business As). This can make a big difference without violating Google’s guidelines.
Move if necessary: If all else fails and it’s feasible, relocating to a different building might be your best bet.
Moving? Don’t Make the Same Mistake Twice
If you’re thinking about moving to improve your rankings, do your homework. Check out the other businesses in your potential new location. You don’t want to end up next to a competitor using the same primary category—that’s a one-way ticket to being filtered again.
Practitioner Listings: A Double-Edged Sword
Real estate agents, lawyers, and doctors often create individual practitioner listings at the same address. This can be a problem. If you’ve got 20 realtors all verified to the same brokerage, they’re going to cannibalize each other’s rankings.
Pro Tip:
Consider setting up practitioner listings at home addresses and hiding the address. This keeps your listing distinct and helps avoid the filter.
Are Two Listings Better Than One? Not Always.
Some business owners have two separate businesses at the same address—like an HVAC company that also does plumbing. If the services are completely different, it might work. But beware: Google could decide your listings are too similar and merge them without warning.
A Merge Story
One of our clients had separate listings for HVAC and plumbing, but Google merged them. The surprise? The combined listing actually ranked better for plumbing terms than the original plumbing listing. Sometimes, less is more.
The Bottom Line: Plan Ahead
Managing multiple businesses at one location is tricky, but with careful planning and a solid strategy, you can avoid the pitfalls of Google’s local filter. Whether you’re expanding to new locations or optimizing your current one, take the time to research and plan your GBP strategy.
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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