Are Keyword rankings dropping with our customers? If any are, how to handle that objective?

When answering this question, we have to understand that Google today is very different from Google in 2015, 2016, 2017, 2018 and even 2019. So when we’re comparing keyword rankings over a long period of time, it can be understood that some dealers are experiencing slight drops in keyword rankings. The reason this is occurring has less to do with SEO and more to do with the increased dominance of Google Maps and Google’s preference for Proximate companies. Google will naturally favor a dealer who is closer to the perceived location of a searcher than a dealer that is farther away. This issue is amplified in major metros where there are potentially dozens of HVAC dealers within a small radius. Google wants to connect searchers with those who are closest to them. Google Maps is dominating, but GMB optimization, on-site optimization, and off-site optimization are still just as important as ever for our dealers. I would argue that if we’re maintaining rankings, then we’re growing, seeing as other businesses are losing rankings left and right. This is mostly due to Google’s proximity factor. Dealers can, however, help us out by getting Google Reviews in the markets they do business in and want to rank in. Any geos that require an emphasis on a campaign should be shared with the IT Team so that the IT Team may put an emphasis on those geos.

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