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We just purchased the top ranking business, what do we do now?

TLDR; we're the #2 ranking site for a great and relevant search term. We recently purchased the company ranking #1... Their name is the exact search term and their site is getting the Google sidebar when someone types that term. We don't want to run two businesses and don't want to change our name. What should we do with the new site/name?

Let's say my company is called Books books. We sell books and we live on Mars.

When someone searches "Mars Books" this is what the SERP shows:

  1. Mars Books (the company we just purchased)
  2. Books books (us)

The SERP also shows a sponsored ad for us (booksbooks) and a big Maps sidebar for marsbooks.

We aren't planning on running two companies -the purchase was mainly to prevent other smaller companies from getting the brand, and to acquire all of their books for ourselves. We like our branding better and are not going to change our name or website to theirs.

So what do we do now? Is the best bet to just kill off the new page so it's one less result to compete with? Seems like a bit of a waste as it's a good site, but it doesn't really serve any purpose to us.

Most importantly: is there any way we can utilise their Google My Business to keep getting that google sidebar but for our original company with the name which isn't the exact search term? It seems like there are severe penalties for companies trying to run multiple My Business accounts routing to a single website. If we kill off the top ranking site, will Google just give the sidebar to the next ranking business (i.e., us)? Or is the sidebar only for businesses who's name is the exact same as the search term?

submitted by /u/lukewarm-vowel
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from Search Engine Optimization: The Latest SEO News https://ift.tt/3tbu4uk
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