As a digital marketing professional with over 20,000 hours of experience building and ranking websites, I always seek ways to give my clients an edge. Recently, I employed a strategy that allowed me to fast-track an SEO campaign for a local business, saving nearly a year of effort and tens of thousands of dollars. It was a game-changer, and I want to share how you can do the same.
The Power of an Existing Google Business Listing
When opening a new location for a business, most people start fresh with a new Google Business Profile (GBP). But why build from scratch when you can leverage an existing listing with a proven track record? That's exactly what I did. By taking ownership of a closed business's Google listing, I gave my client an instant boost in local SEO rankings.
The process is straightforward but requires precision. I first checked if there was an existing listing at the location we were opening. In this case, there was—and the business was completely shut down, not relocating or reopening. This was the perfect opportunity to take over the listing ethically and strategically.
How I Claimed the Listing
The process began with a simple feature on Google Maps: the "Own this business?" button. Clicking that allowed me to request ownership. I contacted the previous owner, who approved the transfer via email with two-factor authentication. Once the transfer was complete, I carefully rebranded the listing to reflect the new business.
I didn't rush. Too many changes too quickly can flag the listing for suspension. Instead, I made small updates over time—first, the URL, then the contact details, and finally, the branding. This gradual approach ensured a smooth transition and avoided any penalties from Google.
Maximizing the SEO Kickstart
The beauty of this strategy lies in the inherent value of an existing listing. The one I took over had 140 reviews and a 4.7-star rating—a massive advantage. Reviews are a critical factor in local SEO, and inheriting them gave us a significant head start over competitors in the area.
Of course, not all listings are equal. If negative reviews plague a listing, this strategy might not be worth pursuing. However, in cases where the reviews are positive or mixed, the benefits far outweigh any minor risks.
Scaling for Multi-Location Businesses
This approach can be a game-changer for businesses with multiple locations. In this case, I was working with a second location for a client. I expanded their website to include service pages for each location, optimized the homepage for broader city-level keywords, and added detailed local pages for each suburb.
This improved the site's relevance for location-specific searches and helped us rank quickly. Within weeks, the new location's website pages appeared at the bottom of page one—an impressive feat given the competition.
The Role of Reviews and Content
Reviews play a significant role in this strategy. For clients struggling to generate reviews, inheriting a listing with an established review base can be a lifesaver. But it doesn't stop there. Consistently delivering great service and actively encouraging satisfied customers to leave positive reviews can further enhance your ranking.
Content optimization is equally critical. I built dedicated pages for each service in the new location, focusing on high-value keywords and ensuring the content was engaging and informative. This combination of strong content and a well-optimized GBP created a solid foundation for sustained success.
Why This Works
This strategy leverages Google's trust in established entities. A listing with a history of activity and reviews is more likely to rank well than a brand-new one. By taking over and optimizing an old listing, you inherit its authority while tailoring it to your needs. It's a win-win.
Lessons Learned
If you're considering this approach, here are a few key takeaways:
- Patience is Key: Avoid making too many changes at once. Google monitors listings for suspicious activity, and gradual updates are less likely to raise red flags.
- Relevance Matters: Transitioning within the same industry (e.g., dentist to dentist) is easier and more effective than switching categories.
- Prepare for Challenges: Be ready to address potential suspensions and prove to Google that you're simply rebranding an existing business.
The Results Speak for Themselves
The listing I claimed fast-tracked my client's SEO campaign, giving them a significant advantage over competitors. Even before the new location opened, we were already ranking on the first page of search results. This isn't just a shortcut—it's a strategic move that combines creativity, technical know-how, and a deep understanding of how Google works.
