Client has 3 business locations, 2 in one town. Only 1 location showing when searching their brand name. Would this plan to differentiate work?

Hey all,

Newcomer here, but have been in the SEM world for about 6 years now. I'm pretty sure I have this one figured out, but want to make sure I'm not crazy.

Let's call the client "BillyBob's Physical Fitness." They have three locations; two of them are in the same town, just at different ends of it. The third is a considerable distance away. When I enter "BillyBob's Physical Fitness" into my search bar, I only see their primary location (the first one that they opened up). However, if I just search "BillyBob's", I see all three of their locations in the local pack.

My idea is to create individual location pages with the services offered at each, embedded Google maps, and Google Reviews with links back to their respective GMB profiles, as well as and "our team" section with location-specific staff members. That should be enough, right?

I'm asking because a colleague is suggesting that we also add the location on to the name of the business in GMB, i.e. "BillyBob's Physical Fitness - Bank Ct.," "BillyBob's Physical Fitness - Toll Booth Rd," and "BillyBob's Physical Fitness - Othertown."

I'm erring on the side of not doing that because those aren't the legally registered business names and would screw with NAP consistency. Thoughts?

Any responses appreciated!

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