Local Profile Struggling

[JohnWeb12]

Hi guys, we have a client that we are having some issues with.  We have done extensive directory work for them, so this is unusual.  Their Google My Business profile isn't ranking hardly at all, although they have decent organic rankings.  Here is the company: https://plus.google.com/+ComfortAireHeatingCoolingPlumbingWisconsinRapids/about

We have two possible reasons, but before we spend the time fixing these we were hoping for some reassurance from the Moz community.

1)Name in GMB looks spammy.  This truly is their name, but we thought it may be an issue due to the keywords.

2)Address inconsistency:  The client wanted us to use 880 Highway 73 South, Wisconsin Rapids, WI 54494 so that is how we submitted it to aggregators and directory sites.  Google didn't accept that, they changed it to: 880 WI-73 Wisconsin Rapids, WI 54494.  The USPS Zip code checker didn't accept either of these, they use 880 STATE HIGHWAY 73 S, WISCONSIN RAPIDS WI 54494.

Do you guys think one of these is our issue, or could it be something else.  Thanks in advance for your insights!

[BCutrer]

I think the second is probably the issue more than the first. I would format the markup in your footer to match the format that Google Lists as well as a thought.

The other suggestion is the recent negative review might have some temporary negative weight.

[MiriamEllis]

Hi John,

As Bill suggests, you're probably best off going with Google's preferred address format, as they are 'the big cheese' in Local. Then, be sure to correct all other citations, and the website content, to match that.

I would not be concerned about the business name, though it is rather long. It's true that Google does penalize spammy business names, but they don't do a very good job of catching so many of them, I'd be very surprised if this was the root of your ranking issues.

Getting your citations consistent will be a big start, but it looks like you also need to implement a program for earning Google-based reviews, and I would recommend doing a run-through of the Ultimate Local SEO Review by Casey Meraz to see if there are other areas that need improvement: https://moz.com/blog/ultimate-local-seo-audit