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The Mirror Strategy

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Mark CantrellBy Mark Cantrell, Founder & CEO, Upward Bound MediaLast updated

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The Method

  1. NAP Consistency: NAP consistency means matching your name, address and phone word for word. Align your footer, business schema, maps, titles and H1s with your profile.
  2. Website Structure for SEO: Build website structure for SEO with one services hub per Google Business Profile category. Nest each service page under its hub with a clear URL.
  3. Service Pages: Use a service page template with one page per Google Business Profile service. Cover the service, city, profile map and a link back to its hub.
  4. Internal Linking Strategy: Use a reverse silo internal linking strategy. Link service pages to their hub, hubs to the homepage, and related services to each other.
  5. Keyword Targeting: Stop keyword cannibalization by giving each page one search target. Use the homepage for your business name and what you are, and service pages for services.
  6. Location Landing Pages: Build location landing pages for the places you serve. Match each location to its Google Business Profile and connect pages with maps and directions.
  7. Website Launch Checklist: Submit your sitemap to Google Search Console and let Google index your website. Update your Google Business Profile last and keep an established domain.
  8. Optimize Website for AI Search: Doing the site properly for SEO is most of the battle for AI search. Matching facts, clear structure, service pages and linked pages feed Google, Maps and AI tools.

Everything else

  • Home: The Mirror Strategy is a simple method for building a local service business website that matches its Google Business Profile, so Google, Google Maps and AI search read the same facts.
  • Local SEO Checklist: The six steps of the Mirror Strategy in order: plan the profile, build the website, match the basics, link it all, let Google index, then update the profile.
  • Examples: The Mirror Strategy applied to real trades. Start with the full HVAC example. More trades are coming.
  • HVAC: A full HVAC example: a seasonal homepage, a heating hub and an air conditioning hub, service pages under each hub, and the reverse silo.
  • Not Showing on Google Maps: Google checks your website against your Google Business Profile. Fix mismatched details, missing service pages, weak links and competing pages in the right order.
  • Questions: Quick answers about the Mirror Strategy: other trades, what to change first, ranking without an address, domains and how long it takes.
  • Changelog: A dated log of changes to the Mirror Strategy documentation, newest first.
  • About: The Mirror Strategy was created by Mark Cantrell, Founder & CEO of Upward Bound Media, after 15 years in the HVAC trade.
  • Sitemap: Every page on the Mirror Strategy documentation site in one list.