Did you know people learn more about local businesses online than other mediums? Well, it might be surprising, given that local businesses hardly try to utilize online tools.
Numbers suggest that 97% of customers find out about local businesses through online searches. However, most local businesses do not try to foray into online tools because they believe it’s a money-intensive approach they can’t afford.
That’s not true, at least not entirely.
Businesses understand that their visibility on Google is necessary to thrive. It prompts them to focus on optimizing their websites and spend on pay-per-click advertisements such as Google Ads. Fortunately, most small-scale local businesses can greatly benefit from Google My Business, a free service. This guide is about SEO for Google My Business profile and how, as a local business owner, GMB SEO can be your ticket to generating leads, boosting sales, and reaching more local customers.
What is Google My Business?
Google My Business is a free listing service facilitated by a search giant that provides a dynamic snapshot of your business to searchers. It highlights your business’ best features and enables potential customers to quickly find, learn about, and engage with you—all from the search engine results page (SERP).
It is an extremely underutilized platform. To give you an idea, despite the staggering 167 billion searches performed on Google each month, the average Business Profile only received about 1,260 views during that same period.
And only a fraction of those visits result in actions taken.
One might think that the problem is with the platform, but in reality, businesses aren’t fully leveraging the impressive features GMB has to offer.
Local SEO services can help your local business improve your profile, but we will share a Google My Business SEO guide that you can implement on your own and turn your Business Profile into a powerful customer acquisition tool.
Understanding Google My Business
Google My Business (GMB), now known as Google Business Profile, is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. It’s essentially your business’s virtual storefront on Google, providing crucial information to potential customers.
To improve your Google My Business ranking, you need to understand what it is and why improving your ranking matters. The impact of GMB on local search rankings can’t be overstated. Google uses the information in your Business Profile to determine your relevance and prominence for local searches. A well-optimized profile can significantly boost your visibility in local search results, including the coveted “Local Pack” – the top three local business results displayed for relevant queries.
Here’s what Local Pack looks like in Google SERP for “restaurants near me.”
Many individuals confuse Google Business Profile (the listing itself) with Google My Business account (the dashboard used to manage the profile). Your My Business account is what gives you access to your Business Profile.
Setting Up Your GMB Account
SEO for Google My Business starts with setting up your GMB account.
You don’t need any additional help setting up GMB. The process is simple, and in this section, we will walk you through the process of setting up your Google My Business account step by step.
Step 1: Head to Google My Business
First things first, open your web browser and go to Google.com/business. You’ll see a welcoming page with a “Manage now” button. Click on it to get started.
Step 2: Sign In to Your Google Account
You’ll need a Google account to manage your business profile. If you already have one, great! Sign in with that. If not, click “Create account” and follow the prompts to set one up. Pro tip: Use a business email rather than a personal one if possible.
Step 3: Enter Your Business Name
Type in your business name. As you type, Google might suggest existing business listings. If you see your business, click on it. If not, keep typing and enter your full business name.
Step 4: Choose Your Business Category
Select a category that best describes your business. It is crucial to select the category that best matches your business nature to show up in relevant searches. Don’t think much, as you can add more categories later.
Step 5: Add Your Location
If you have a physical location that customers visit, select “Yes” and enter your address. If you’re a service-area business without a physical location, select “No,” you can specify your service area later.
Step 6: Fill in Your Address
If you selected “Yes” in step 5, you’ll need to enter your full address. Be precise – this is what Google will use to place your business on Maps.
Step 7: Specify Service Areas
You can specify service areas whether you have a physical location or not. This is great for businesses that deliver or provide services at customer locations. You can enter cities, regions, or postal codes.
Step 8: Add Contact Details
Enter your business phone number and website URL. If you don’t have a website, Google offers a free website builder, or you can just skip this step.
Step 9: Finish and Verify
Click “Finish,” and you’ll be taken to a page where you can choose how to verify your business. The most common method is by postcard, which Google will mail to your business address.
Step 10: Add More Details While You Wait
While waiting for your verification, you can add more details to your profile. This includes your business hours, photos, a description, and more. The more complete your profile, the better!
Step 11: Verify Your Business
When you receive your postcard (usually within five days), log back into your GMB account and enter the verification code. Congrats! Your business is now verified on Google.
Troubles you can face with GMB Setup
While the process seems simpler, you can face some issues you should know. Here are some common challenges and their solutions:
The verification postcard didn’t arrive.
It is a common issue people face when registering a Google My Business profile. If you haven’t received your postcard, you can request a new one after 14 days.
Already have a GMB listing but can’t access it?
If you already have a GMB listing that you lost access to, you can simply choose to request ownership through Google’s business support.
Trouble verifying your GMB profile
Some businesses may be eligible for phone or email verification. Make sure you complete the required verification steps from your GMB dashboard.
[Image: Screenshot of the verification troubleshooting options in the GMB dashboard]
This is your first step to improving Google My Business ranking, but the real magic happens when you optimize your profile and update it regularly. But don’t worry; we’ll cover that in the upcoming sections.
Optimizing Your Google My Business Profile
All right, once you’ve set up your GMB profile, the Next step is to optimize your profile for performance. For that, you will need local SEO Google My Business; here are the first steps you can take:
- Name, Address, and Phone Number (NAP): Consistency is key when it comes to ranking on Google My Business. Make sure that the contact information you provide, particularly NAP info, matches what’s on your website and other online listings.
- Website and Hours: Link to your homepage and keep those hours up to date. The information must be correct so that it helps your customers reach you when they require your services.
- Business Description: Google allows businesses to add GMB descriptions to up to 750 characters. To work with, start by mentioning the most important stuff in the first 250 characters; in the description, use keywords naturally, but don’t go overboard.
- Categories and Attributes: Choose the most specific category for your business as your primary. You can add secondary categories, too. Attributes are like extra features – “Free Wi-Fi,” “Outdoor Seating,” you get the idea. Choosing the right categories is crucial. They determine which searches you show up in. Be as specific as possible with your primary category.
- Products and Services: Make sure you clearly and accurately list all the products and services in the Google My Business Profile. The more details, the better.
You can use testimonial photos and videos from your friends for further results. Market research has shown that local businesses with photos on GMB profiles get 42% more requests for directions and 35% more website clicks.
Add new photos regularly, and make sure they actually look like your business.
Also, utilize Google Posts.
Google Posts is a feature introduced by Google to allow local businesses to share messages with their customers directly through their GMB profiles. These posts appear in the local panel on Google Search and Google Maps. They’re like mini-ads that show up right on your profile. You can share updates, offers, events – all sorts of good stuff. They’re great for engagement and can drive more conversions.
Local SEO Strategies for Google My Business
Here are our recommended SEO strategies for Google My Business to help you put your GMP profile on steroids.
Importance of NAP consistency across the web
NAP consistency is crucial for local SEO success. It matters because Google uses NAP information to verify the legitimacy of your business. Consistent NAP helps Google confidently display your business in local search results, which improves your chances of appearing in the Local Pack.
Leveraging customer reviews
For Google My Business SEO, reviews are a goldmine. They provide fresh content, keywords, and signals of your business’s relevance and reputation. That is why you must encourage reviews:
- Ask satisfied customers to leave reviews.
- Make it easy by providing a direct link to your Google review page.
- Consider setting up an email campaign to request reviews.
- Train your staff to ask for reviews after positive interactions.
- Don’t offer incentives for reviews – it’s against Google’s policies.
However, garnering reviews on your Google My Business profile is not enough; you must promptly respond to the reviews. Ensure to:
- Respond to ALL reviews, both positive and negative.
- For positive reviews: Thank the reviewer and reinforce the positive aspects they mentioned.
- For negative reviews: Apologize, address their concerns, and offer to make things right. Take the conversation offline if needed.
- Use keywords naturally in your responses.
- Show your business’s personality in your replies.
Using keywords effectively in your profile
Keywords are essential because they help Google understand what your business is about and when to show your profile in search results. Include keywords in your business description, services list, and Q&A section. Use long-tail keywords and consider local keywords like neighborhood names or landmarks for better results.
Conclusion
Our guide on how to improve Google My Business ranking will help you improve your local SEO and attract more customers. By following the strategies outlined in this guide – from basic setup to local SEO techniques – you can create a robust online presence that stands out in local search results.
Remember, SEO for Google My Business is an ongoing process; regularly update your profile, engage with customers, and stay informed about new features to maintain your competitive edge.
