Google My Business is a free online tool provided by Google that allows small to large businesses to manage their online presence on Google. It can help any business become more visible online, it is especially helpful with local SEO.
It serves as a centralised platform for businesses to share information about their products, services, and location with potential customers. Here are some key uses of Google My Business:
- Business Listing: It provides a platform for businesses to create and manage their online business listing, ensuring that accurate and up-to-date information is available to users searching for relevant products or services.
- Visibility on Google Maps: Google My Business helps businesses appear on Google Maps, making it easier for local customers to find and visit physical locations.
- Contact Information: Businesses can provide contact details such as phone numbers, email addresses, opening hours and website links, making it convenient for potential customers to get in touch.
- Customer Reviews: Customers can leave reviews and ratings, providing valuable feedback that can influence the decisions of other potential customers. Businesses can respond to reviews to engage with their customers.
- Photos and Videos: Businesses can showcase their products, services, and the overall atmosphere by uploading photos and videos. This helps in creating a visually appealing profile.
- Insights and Analytics: The platform provides insights into how customers find and interact with the business listing, including the number of views, searches, and actions taken.
How to Set Up Your Google My Business Profile
Here’s an easy-to-follow, step-by-step guide on setting up a Google My Business profile:
1. Create or Log into Your Google Account: Start by creating a Google account if you don’t have one. If you already have a Google account, log in. This account will be used to manage your business profile.
2. Visit Google My Business Website: Go to the Google My Business website.
3.Start the Sign-Up Process: Click on the “Manage now” or “Start now” button.
4. Enter Your Business Name: Type in the name of your business. If it doesn’t appear in the dropdown menu, you can add your business to Google.
5. Choose the Business Category: Select a category that best fits your business. This helps Google to classify your business and connect you with customers searching for the services you offer.
6. Add Your Business Location: If you have a physical location that customers can visit, add your business address. If you don’t have a physical location but serve customers in a specific area, you can list your service areas.
7. Provide Contact Information: Add your business phone number and website address. This information will be visible to potential customers.
8. Verify Your Business: Google needs to verify that your business is legitimate and that you are the owner or authorised representative. This can typically be done by postcard, phone, or email. Follow the instructions provided by Google for verification.
9. Customise Your Profile: Once verified, you can further customise your profile. Add details like your business hours, photos of your business, and a detailed business description.
10. Review and Publish: Review all the information for accuracy and then publish your profile.
Remember, after setting up your Google My Business profile, it’s important to regularly update it with new photos, special offers, posts, and respond to reviews to keep it fresh and engaging. This helps in improving visibility and attracting more customers.
Using Google for Brand Visibility
Increased visibility through Google My Business is a critical factor in attracting more potential customers, particularly those searching for products or services in your local area.
Let’s explore this in more detail:
Local Search Presence:
When users perform local searches on Google, the search engine aims to provide relevant and location-specific results.
Google My Business listings are often prioritised to display in these local search results, giving businesses a chance to appear at the top of the page when users are looking for products or services in a specific geographic area.
Google Maps Integration:
A great feature of GMB is its integration with Google Maps. When users search for businesses on Google Maps, GMB listings appear as pins on the map, making it easy for potential customers to identify businesses in their vicinity.
This integration is especially beneficial for businesses with physical locations, as it helps drive foot traffic.
Mobile Searches:
With the huge number of mobile devices, many users conduct searches on their smartphones while on the go.
Google My Business is designed to be mobile-friendly, ensuring that businesses have a strong presence in local search results, catering to the needs of users searching for nearby services or products from their mobile devices.
Google Knowledge Panel:
A well-optimised GMB listing can contribute to the creation of a Knowledge Panel for your business. This panel appears on the right side of the search results and provides a snapshot of essential information about your business, such as hours of operation, address, phone number, and website.
This increased visibility helps users quickly access key details without clicking through to your website.
Localised SEO Benefits:
Google My Business is a crucial component of local SEO strategies. Optimising your GMB profile with accurate and relevant information, including your business name, address, phone number, and categories, signals to Google that your business is relevant to local searches. This, in turn, can improve your overall search engine rankings for local queries.
In essence, increased visibility through Google My Business means that your business is more likely to be discovered by users actively seeking products or services in your local area. This can lead to higher click-through rates, more website visits, and, ultimately, increased opportunities for customer engagement and business growth.
Local Search Optimisation
Local search optimisation involves strategies and techniques aimed at improving a business’s visibility in local search results, and Google My Business (GMB) plays a crucial role in this process.
Here’s a deeper look at how GMB contributes to local search optimisation:
Relevance to Local Queries:
Google’s algorithms prioritise relevance when delivering search results. When users perform local searches, such as “restaurants near me” or “plumbers in [city],” Google looks for businesses that are geographically relevant to the user’s query.
Optimising your GMB profile with accurate business information, including your location, categories, and services, signals to Google that your business is relevant to local searches.
Geographical Proximity:
GMB listings are particularly important for businesses with physical locations. When users search for products or services in a specific area, Google considers the geographical proximity of businesses to the user’s location.
A well-optimised GMB profile with accurate location data increases the likelihood of your business appearing in local search results for users in your vicinity.
Local Pack Ranking:
The “Local Pack” or “3-Pack” is a trusted feature in local search results that highlights three relevant businesses with their GMB information.
Optimising your GMB profile improves your chances of securing a spot in the Local Pack, increasing visibility and attracting clicks from users looking for local services.
Keyword Optimisation:
Incorporating relevant keywords in your GMB profile, including your business name, description, and services, is crucial for local search optimization.
Users often include location-based keywords in their queries, and having these keywords in your GMB content enhances your business’s chances of appearing in relevant local searches.
Consistency of NAP Information:
NAP stands for Name, Address, and Phone number. Consistency in providing accurate NAP information across your GMB profile, website, and other online directories is vital for local SEO.
Google values accurate and consistent information, and discrepancies may negatively impact your local search rankings.
Customer Reviews:
While not a direct ranking factor, customer reviews on your GMB profile contribute to your business’s overall online reputation. Positive reviews can attract more customers and improve your click-through rates in local search results.
Importance of GMB for Mobile
The expansion of mobile searches and the mobile-friendly design of Google My Business (GMB) is crucial in recognising the shift in user behaviour towards mobile devices.
Here’s a more detailed explanation:
Mobile Device Dominance:
With the widespread use of smartphones and tablets, an increasing number of users rely on these devices for their internet searches.
Mobile devices offer convenience, portability, and instant access to information, making them the preferred choice for users on the go.
Local Intent in Mobile Searches:
Many mobile searches have a local intent, meaning users are actively seeking information about businesses, products, or services in their immediate vicinity.
Common queries include phrases like “near me” or location-specific requests such as “restaurants in [city].”
Location-Based Services:
Mobile devices often have location services enabled, allowing search engines like Google to provide highly relevant and location-specific results.
Google My Business listings are optimised for these local searches, ensuring that businesses with accurate location information are prominently featured in the results.
Click-to-Call and Directions:
GMB listings on mobile devices include convenient buttons for users to call the business directly or get directions to the location. This streamlined process enhances the user experience and encourages direct interaction with the business.
Quick Access to Information:
Mobile users often seek quick access to essential information, such as business hours, contact details, and customer reviews.
GMB listings provide this information upfront, enabling users to make informed decisions without the need for extensive navigation.
Instant Information for Impulse Decisions:
Mobile searches are often associated with immediate needs or impulse decisions. Users may be looking for a place to eat, shop, or find services in real-time.
GMB’s mobile-friendly design caters to these impulsive search behaviours by providing instant access to relevant information.
Optimised Local SEO for Mobile:
Mobile-friendliness is a key factor in Google’s ranking algorithm. By ensuring that your GMB profile is mobile-friendly, you improve your chances of ranking higher in mobile search results, capturing the attention of users searching for local businesses on their smartphones.
Push Notifications and Updates:
GMB allows businesses to post updates, promotions, and announcements directly on their listings. Mobile users can receive push notifications for these updates, helping businesses stay top-of-mind for potential customers.
