Page 61 - SEO Mad Scientist 2020 Report

Update: December 18, 2020

Next, we wanted to test what amount of gains we could get from adding a term to our description
vs removing them. We were testing many signals, including brand name, description, products,
services, hours, attributes, secondary number, primary number, service area, category, short
name, images, posts, and even the GMB site variations.

So in true SEO fashion, the first thing we did before starting was SPAM them all. Take a look at
just one if the listings details:

We did leave some areas unoptimized but for the most part, we stuffed our keywords in every
area we could to test movement. In our single-variable tests, we saw that changing the business
name to have keywords made a fairly big and immediate ranking reaction. But would it make the
same impact if we optimized many other factors at the same time? Here are the results from our
spam test after a few days:

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