This is a question I get pretty frequently in the Local SEO community: What URL should I link my GMB listing to? The homepage? A location page? Something else? We wanted to test & measure how the Google My Business landing page impacted ranking in the local pack (3-pack).
To test this we used Google My Business listings from Gair, Gair, Conason, Rubinowitz, Bloom, Hershenhorn, Steigman & Mackauf, a personal injury law firm in New York City. Their office has existed for over 100 years, and subsequently, they have a lot of practitioner listings for lawyers that work there. The issue is that a lot of the practitioner listings get filtered since they’re all using the same category and are located at the same office.
We took one of the practitioner listings that wasn’t ranking anywhere and we changed the URL on the Google My Business listing to point to their bus accident page instead of the homepage. We picked this as a target due to how specific/niche it was and because the listing for the firm wasn’t ranking for any of these terms currently. We didn’t want to cannibalize existing traffic which often happens with practitioner listings due to the filter.
The results showed that the landing page did have an impact. The presence of “bus accident” queries on the landing page content and in the URL increased the relevance for the listing and the ranking increased as a result (screenshots from Places Scout).
We repeated the test a second time on a different practitioner listing. This time, we linked the listing to the bicycle accident page. We saw the same result a couple of weeks later.
The content on the specific URL you link to is important and impacts ranking in the local results. For most businesses, it makes sense to link to the homepage since that URL has the most authority, backlinks, and relevance. However, for some businesses that qualify to have multiple listings, using a strategy like this can help provide better results.