Challenge
- Profiles were inconsistent across locations and markets.
- Review response cadence and local content freshness were uneven.
- Location pages lacked strong geo-specific internal linking.
Approach
- Created a single operating playbook for all Google Business Profiles.
- Implemented weekly review and local post automation workflows.
- Built geo-specific landing pages with service-area modifiers.
- Normalized NAP signals and citation consistency across directories.
- Tracked local pack visibility by location and intent cluster.
Results Timeline
| Metric | Month 0 | Month 6 | Month 12 |
|---|---|---|---|
| Maps Impressions Index | 100 | 380 | 820 |
| Direction Requests Index | 100 | 220 | 410 |
| Average Rating | 4.1 | 4.6 | 4.8 |
| Top-3 Local Pack Coverage | 18% | 44% | 71% |
What Moved the Needle
- +720% maps impressions across the portfolio.
- Higher action intent (calls, directions, website clicks).
- 15-location system with consistent quality standards.
Key Takeaway
Local SEO scales when profile operations, content, and citations are governed centrally but executed locally.
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