Hyper Competitive Ranking in the Google Maps 3 Pack
Initially, this was going to be a higher level post that outlined a few product level things that we did to gain three pack rankings in an incredibly competitive SERP. Just now, as I began to type, I decided that you guys probably wanted some more substance, some more meat, and potatoes, if you will. I do not blog as often as I should, but when I do I like the content to be well received. Thus, I decided to really pull the curtain back and shed light on the finer details.
I do not want to get into ultra specific detail about some of the more preliminary tasks you need to complete to get your campaign started. Do not take this as meaning these things are unimportant, but there is already a bunch of great content pertaining to things like choosing your GMB categories and determining if your listing is being filtered. I am also going to assume you took the liberty to at least peruse some of Hayden’s GMB content on the site. If not check out his GMB Ranking Guide.
Niche: Personal Injury
Search Volume for Main Term: 3600/mo
Competition Level: High
Achievement: GMB Ranking in Less than 6 Months
On-Page Optimization and Link Building Plan
I want to cover these two foundational and extremely important pieces of the puzzle straight away. First, is going to be the on-page of the connected website. A lot of people optimize the GMB itself but do not work on the page the GMB is connected to. That is fundamentally flawed.
LOCAL ON-PAGE OPTIMIZATION
We put together a magnificent on page optimization guide on the this website’s blog that you can check out for a super deep dive, but in this post, I want to simply cover some of the main points that people forget about when optimizing their page.
This is the actual list we made a note of in the initial company workbook that houses all of the preliminary strategy and information for the campaign.
|Local On Page Optimization|
|Cora SEO Page Tuning:|
|H2/H3 GMB Categories:|
|Picture Alt Text:|
|YouTube Video Embed (only if video is supplied)|
|My Map Embed:|
|Hours and Local Phone Number:|
|City, County, Region:|
|Written Driving Directions:|
|Local Outbound Links:|
|JSON LD Schema:|
This is all pretty straightforward so I did not want to convolute the list with unnecessary notes that a lot of you won’t need. If you do need some clarification on this table you can comment on this post or just send a message to Hayden on our contact page.
You can see when we are linking to Yelp, Google sites, GMB posts, etc. to give you an idea of how we are using links to both directly link to our GMB and its many components and situations where we are creating a semantic web of association using links to show a relation between a series of branded and high authority properties.
Using this type of initial worksheet you can start the actual link building when you are ready. This is not rocket science and should not be treated as so. Do not overthink some of this stuff. Your sheet does not have to look the same as mine as long as you understand the underlying mechanics of what pushes rankings. Links and great on-page.
We are building links to different properties associated with our brand and we are working hard to not over optimize anything.
Last but certainly not least we create a GMB website for the campaign. Every time Google gives us new tools to work with we are going to test how they can be implemented into our campaigns. We started using the GMB websites straight away and they have been a part of them ever since.
In the title, we are using the main keyword but we are prefacing it with a very niche relevant but long-term query that is common in the personal injury space. We, of course, take this opportunity to link to our client site but we are also creating an unstructured citation by inserting the NAP.
We finish the website by hyperlinking to some of the brand social profiles and we log the link to the GMB website in our worksheet for future tiered link building if we decide to go that route.
This concludes the work we did on the actual GMB for this specific campaign. It is time to take the information from earlier and build some links.