Case Study: A Strategic Address Update for Allied Remodeling of Central MD

Introduction

At JBR Marketing, we understand that even seemingly simple tasks, like updating a business address, can have significant implications for a company’s online presence. This case study explores how we assisted Allied Remodeling of Central MD, a long-established roofing company, in updating their address across digital platforms. What appeared to be a straightforward request required a meticulous, strategic approach to maintain and enhance their search engine optimization (SEO) performance, underscoring the importance of Name, Address, Phone (NAP) consistency.

The Challenge

Allied Remodeling of Central MD relocated their office to a new address in Maryland. They needed to update their Google My Business (GMB) profile to reflect this change. While updating a GMB address might seem like a quick fix, any misstep could disrupt their local SEO rankings, confuse customers, or lead to inconsistencies across online platforms. NAP consistency is critical for local SEO, as search engines like Google rely on uniform business information to verify legitimacy and rank businesses in local search results. Inconsistent NAP data can dilute a company’s online authority, lower search rankings, and erode customer trust.

Our Approach

JBR Marketing approached the address update as a comprehensive SEO project, ensuring NAP consistency across all relevant platforms. Below is the methodical process we followed:

1. Website Update

The first step was updating the address on Allied Remodeling’s website, as it serves as the primary source of truth for both customers and search engines. We:

  • Updated the contact page, footer, and any other sections displaying the address.
  • Ensured the new address was formatted consistently (e.g., “123 Main St, Baltimore, MD 21201”).
  • Embedded the new address in schema markup (structured data) to help search engines understand the change.
  • Verified that the website’s sitemap and internal links reflected the update.

2. Google My Business Profile Update

The GMB profile is a cornerstone of local SEO. To update the address:

  • We logged into Allied Remodeling’s GMB account and submitted the new address through the “Info” tab.
  • We verified the change by requesting a postcard from Google to the new address, ensuring compliance with Google’s verification process.
  • We reviewed and updated other GMB details, such as business hours and service areas, to maintain accuracy.
  • We monitored the profile for any ranking fluctuations post-update and responded to customer reviews to reinforce engagement.

3. Directory and Listing Updates

NAP consistency extends beyond the website and GMB. We audited and updated Allied Remodeling’s information across major directories and listing websites, including:

  • Yelp, Yellow Pages, and Bing Places: Updated the address to match the new format exactly.
  • Industry-specific directories: Ensured roofing-related platforms like HomeAdvisor and Angi reflected the new address.
  • Local citations: Corrected listings on platforms like the Better Business Bureau and local chamber of commerce websites.

We used tools like Moz Local and BrightLocal to identify and rectify inconsistencies, ensuring uniformity across 50+ directories.

4. Social Media and Other Platforms

We reviewed Allied Remodeling’s social media profiles (e.g., Facebook, LinkedIn, Instagram) and updated the address where applicable. We also checked for any third-party platforms, such as review sites or mapping services (e.g., Apple Maps, Waze), that needed updates.

5. Customer Communication

To prevent confusion, we advised Allied Remodeling to notify customers of the address change via:

  • Email campaigns to existing clients.
  • Social media posts announcing the relocation.
  • A website banner or pop-up highlighting the new address for a limited period.

6. Monitoring and Reporting

Post-update, we monitored Allied Remodeling’s local SEO performance using tools like Google Analytics, Google Search Console, and SEMrush. We tracked:

  • Local search rankings for key terms (e.g., “roofing company Baltimore”).
  • Website traffic and user behavior.
  • GMB insights, including profile views, clicks, and calls.

This ongoing monitoring ensured the address change did not negatively impact visibility and allowed us to address any issues promptly.

The Importance of NAP Consistency

NAP consistency is a foundational element of local SEO. Search engines cross-reference a business’s NAP data across the web to determine its legitimacy and relevance. Inconsistent information—such as a slightly different address format or an outdated phone number—can:

  • Lower local search rankings.
  • Cause confusion among customers trying to locate the business.
  • Trigger penalties from platforms like Google, which may flag inconsistent data as untrustworthy.

By ensuring NAP consistency, JBR Marketing strengthened Allied Remodeling’s online authority and maintained their strong local search presence.

Why Use a Digital Agency?

This case study highlights why businesses should entrust address updates to a professional digital marketing agency like JBR Marketing. Key reasons include:

  • Expertise in SEO: We understand the nuances of local SEO and how NAP consistency impacts rankings.
  • Comprehensive Approach: We go beyond GMB updates, addressing websites, directories, and other platforms systematically.
  • Time Savings: Updating dozens of listings is time-consuming and error-prone without the right tools and processes.
  • Risk Mitigation: Our methodical approach minimizes the risk of SEO disruptions or customer confusion.
  • Ongoing Support: We provide monitoring and reporting to ensure long-term success.

Results

The address update for Allied Remodeling of Central MD was completed seamlessly, with no disruption to their local SEO performance. Key outcomes included:

  • Maintained Rankings: Allied Remodeling retained top positions for local search terms like “roofing contractor Maryland.”
  • Improved Visibility: Consistent NAP data enhanced their credibility with search engines, leading to a 10% increase in GMB profile views within three months.
  • Customer Trust: Clear communication about the address change ensured customers could find the new location easily.
  • Streamlined Process: JBR Marketing handled all aspects of the update, saving Allied Remodeling’s team valuable time.

Conclusion

What seemed like a simple address change for Allied Remodeling of Central MD was a complex project requiring careful planning and execution. By prioritizing NAP consistency and leveraging a strategic, multi-platform approach, JBR Marketing ensured a smooth transition that preserved and even enhanced Allied Remodeling’s online presence. This case study underscores the value of partnering with a digital marketing agency for tasks that impact SEO and customer trust. If your business is facing a similar challenge, contact JBR Marketing to ensure your digital presence remains strong and consistent.

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