Exterior Renovations — GMB Map Pack Recovery

Overview

Exterior Renovations is absent from the Google local map pack for high-intent queries like "roofing Madison." This is a critical gap: map pack placement is typically the highest-converting real estate in local search, and competitors are capturing those leads. The recovery path involves two parallel tracks — connecting the GMB profile in Moz Local and cleaning up network listings.

Client: Exterior Renovations
Market: Madison, Wisconsin
Priority: High — address before service page rewrites

The Problem

During a review of local search results, the client's Google Business Profile did not appear in the map pack for "roofing Madison" or similar service-plus-city queries. The profile exists but is not surfacing in the 3-pack.

Contributing factors identified:

• GMB not connected in Moz Local. The Moz Local listing has name/address/phone populated and field health is reported as good, but the Google Business Profile is not linked under Networks. Without this connection, Moz Local cannot sync or monitor GMB data.
• Social/directory networks not connected. Facebook and other networks show as unlinked in the Moz Local Networks panel. Incomplete network connections reduce listing consistency signals across the web, which is a local ranking factor.
• No GMB Insights data flowing. The Insights tab in Moz Local is empty, confirming the GMB profile is not integrated.

For reference, a healthy Moz Local setup (e.g., Asymmetric Marketing's own listing) shows GMB, Facebook, Instagram, LinkedIn, and Yellow Pages all connected and synced.

Recovery Steps

1. Gain GMB Access

Ben needs to be added as a manager on the client's Google Business Profile. Without access, no changes can be made and the profile cannot be connected to Moz Local.

• Request owner access from the client contact
• Verify the profile is claimed and not suspended

2. Connect GMB in Moz Local

Once access is confirmed:

• Navigate to the client's listing in Moz Local → Networks
• Connect the Google Business Profile
• Verify the connection pulls through to the Insights tab

3. Connect Remaining Networks

Work through the Networks panel and connect all available platforms:

• Facebook (confirm it's the correct business page, not a personal profile)
• Any other auto-connectable directories shown as unlinked

Some networks require manual connection — note these and handle individually.

4. Audit the GMB Profile Itself

Once access is live, review the profile for completeness:

• Business categories (primary + secondary) — ensure "Roofing Contractor" or equivalent is set
• Service areas covering Madison / Dane County
• Business hours, phone, website URL
• Photos (exterior, work examples)
• Review response cadence

A complete, active profile is a prerequisite for map pack eligibility.

Why This Matters

The client currently ranks for branded searches ("Exterior Renovations") but disappears for service queries ("roofing Madison"). High-intent local queries — where someone is actively looking to hire — are exactly where map pack placement drives leads. Organic rankings below the map pack receive a fraction of the clicks.

This is the highest-leverage fix available before any content or backlink work.

Related Work

Once GMB is stabilized, the next priority is aligning website content with local search intent. Service pages (Roofing, Siding, Decks, Windows) currently have thin copy and lack Madison/Wisconsin geo-signals in H1s and body content. See ^[1] and ^[2] for the content optimization workflow.

Action Items

• [ ] Ben — Request GMB manager access from client
• [ ] Ben — Connect GMB profile in Moz Local Networks panel
• [ ] Ben — Connect Facebook and other available networks in Moz Local
• [ ] Ben — Audit GMB profile for completeness (categories, service areas, photos, hours)

Source

Identified during weekly call with Ben San Fratello and Mark Hope, reviewing Exterior Renovations SEO status in Ahrefs, Google Search Console, and Moz Local. See also ^[3].