WHAT FACTORS WILL FILTER LISTINGS IN MAPS?

Our hypothesis is that within a Google Business Profile (GBP) ecosystem, introducing a second listing optimized for similar keywords and services at the same location can lead to keyword cannibalization, wherein one listing suppresses the visibility of the other in search engine results pages (SERPs). This suppression effect is theorized to be influenced not by the primary category of the listings but rather by specific keyword optimizations and the physical location of the business as indicated by the pin on Google Maps.

In order to have controlled cannibalization tests, we needed to create a cannibalization scenario. So we leveraged one of the previous test listings where services pulled in from the website to get added to the GBP listing. 

We then put up a second listing at the same location with optimization for “search engine optimization” to attempt to create a cannibalization scenario we could begin testing on.

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