In the push to optimize your Web presence for local search, it's important to avoid techniques that tamper with your anchor identity—the name, address, and phone number contained in your business listing.

"Think of your anchor identity as your digital storefront or the glue that holds your online reputation together and ensures that customers can find you online when they want to call or visit your business to make a purchase," explains Gib Olander in an article at MarketingProfs. "Business owners therefore need to take control of their listings now."

Keep your anchor identity above the SERP clutter by taking to heart Olander's tips like these:

Don't alter your business name. If you have an established business called Joe's Bar and decide to add a pizza kitchen, for instance, Olander advises against changing your online name to Joe's Bar and Pizzeria. "That may create multiple identities, which might push your listing down in search results," he warns.

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