Marketing has changed a lot in the past 5 years. Since COVID, many businesses have become partially or full time remote, and far fewer are renting in-person offices and buildings to manage their organization.
At the same time, Google itself has changed. Now, Google Maps listings are right in the center of search. Businesses that are trying to get noticed locally can gain a lot of attention if they show up in the top 3 in Google Maps (the maximum number that shows up in Google Maps in Google Search Results) or lose out on a lot of business if their competitors are ahead of them.
The problem is that Google will almost never list you locally, at least not in competitive areas, unless you have an address. You are allowed to select an area or region, but Google doesn’t like to rank people for local searches if it doesn’t actually know that you’re local. In addition, it can be harder to verify your address when you do not have an official one.
You Need an Address
It is for these reasons that you should strongly consider adding an address to your Google Business listing, and having an official address that you can share on your website and in directories.
But you don’t want it to be your home address.
It has to be an address you can share often, anywhere, without reservation. It has to be an address people can Google and see a building.
Options include:
- Mail Stores – Many mail packaging stores, UPS stores, and similar types of buildings offer mailboxes that you can rent. The upside is that these are reputable companies that give and receive mail directly from USPS, but one of the downsides is that – if people show up – they may be disappointed to see a UPS store.
- Coworking Spaces and Virtual Offices – One of the best options may be a mailbox rental at a place with coworking spaces and meeting rooms. These places give you a physical, professional location you can meet clients even if you do not work in the office. They tend to cost a bit more, but it depends on the services you use. Here is one in Thousand Oaks we worked with in the past, and you can see the sheer number of services they offer, even if all you need is an address.
- Office Partnerships – If you’re looking for something a bit more professional, partner with an actual office space. Asking businesses you are familiar with if you can use their address in exchange for a small fee gives you a professional, actual office that exists if you need it, even if you are unlikely to use it.
In any scenario, however, you still need an address. Your search marketing benefits from it, because it allows you to target local searches in a way that “regions” and “no address” companies simply cannot do.
