Where they started
Six offices across the region, all funnelled through a single Google Business Profile and one thin “Contact” page listing every address in a stack. It looked tidy on the site and read as nonsense to the local algorithm: the map pack showed the head-office pin for searches happening forty minutes away, so five of the six branches were invisible in their own towns. The agent roster lived as a wall of headshots with no individual pages, even though several agents had years of reviews and repeat clients tied to their names. When a buyer searched a specific neighbourhood, the brokerage had nothing to rank, just the homepage and a services list written for no one in particular.
What we did
- Split the blended profile into six real office profiles, each with its own address, categories, hours, photos and post cadence, so every branch could compete in the local pack where its clients actually stand.
- Built a proper landing page per office, not an address in a list: local team, active listings, directions and the streets that office actually serves, so Google had a page to attach each pin to.
- Gave the agents their own profiles with real bios, licence details and their existing reviews surfaced. These pages rank for “[agent name] realtor” and carry the trust the roster wall was throwing away.
- Added per-market landing pages for the neighbourhoods and price bands each office covers, aimed at how buyers actually search rather than the citywide terms everyone fights over.
- Earned 14 local links from the business journal, the chamber and community outlets, enough to firm up relevance for six locations without chasing anything national.
Nothing here was clever. Six offices needed to be six businesses in Google’s eyes, and once they were, proximity started doing what it should. Traffic climbed steadily across the eight months rather than spiking, which is what honest local work looks like. The calls, spread across all six branches, roughly tracked it.