Page 57 - SEO Mad Scientist 2020 Report

The results were great, but we need to retest to confirm. In the second test, we changed a GMB
to a more long tail term "Best Title Loans of Hialeah". we saw gains for the terms "title loans
Hialeah" and "title loans in Hialeah", but didn't see the same effect with "Hialeah title loan"
keywords.

After reviewing all terms and additional EMB and PMB GMB name change tests, we found the
same trend. When our brand was the exact keyword and the query was the exact brand, in any
order, the exact terms showed gains (ex. Brand name is "city keyword" and the search is
"keyword" city).

At this point, we had only tested keywords in the GMB name with a geo modifier, but there were
2 observations we could make:

A. Having your exact keyword as your GMB name helps with terms similar to the exact keyword.

B. Having your keyword as your brand doesn't seem to help base terms within the keyword or
keyword variations. In fact, these terms could possibly drop from the emphasis on the term in
your brand name.

Having a location in your GMB name gives you keyword relevance for that location term, but
does not give you more prominence for your terms in that exact location. We found that

57