Businesses That Have 2 Trading Addresses

[denismilton]

Hi,

I have a quick question regarding Local SEO. We have a building company that operates from 2 addresses, about 70 miles apart. When we changed the address in the footer of our website to a different registered office the rankings for that local area bombed.

What I would like to know is if there is a way I can properly mark up the site so that Google recognizes the same business works from 2 locations.

Thanks

[FedeEinhorn]

I think you can use data markup to add both your addresses at the same time in one single page...

http://schema.org/LocalBusiness

[FedeEinhorn]

More specifically, for construction and building: http://schema.org/HomeAndConstructionBusiness

[MiriamEllis]

Hi Denis,

In addition to marking up your complete business NAP (name, address, phone number) using Schema.org, as referenced by Federico, your website should have a unique page for each of your two locations. These pages should feature the schema-encoded NAP and unique, strong content about each of the locations. You should also be building separate citations for the two locations, provided they are both public-facing entities to which customers come or from which your workers go to serve customers. They must have separate phone numbers and each qualifies for a unique Google+ Local page if it meets all of the criteria I have just described.

There's a good chance your rankings are dropping because of Google losing trust in the location data they have about your business after you replaced one address with the other in your footer. Your website is an extremely authoritative source for NAP info, in Google's eyes. If they think you've moved, and what they are finding on your website doesn't match what they are finding web-wide about your location/phone, then rankings can definitely suffer.

Put both addresses in the footer and on the contact us page. On the two office landing pages on the website, put only the NAP for the respective office. Do a citation audit to be certain that all third party references to the business NAP are featuring totally consistent information and linking to a consistent designated page on the website. For example, if you have an office in San Francisco and another in Los Angeles, all citations for the SF business should link to the SF page on the website, and the same goes for the LA location. Consistency is absolutely vital.

For more reading on basic Local SEO practices, you might like to take a gander at my recent post here on Moz:

Top 20 Local Search Ranking Factors - An Illustrated Guide

For more on the topic of building city landings pages, read:

The Nitty Gritty of City Landing Pages for Local Businesses

Hope this helps!

[BlueTent20]

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[BlueTent20]

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[BlueTent20]

I would think that using the subOrganization schema markup to denote the "secondary" location and imply which location is the "primary" business location and should be served/favored as the default may help take it a step further.