When people search for a nearby product or service, they tend to search for help or complete the purchase. Google My Business (GMB) is an essential tool to help businesses get more local leads in the digital landscape. Stas Pamintuan, Junior SEO Manager at Digital Ethos, looks at how marketers can better use GMB.
GMB is a free local business listing service powered by Google, with the only requirement of some form of face-to-face interaction with customers. Marketers can list the service they provide and post business updates, as well as receive and respond to customer reviews.
But what makes managing Google My Business so effective? And how can marketers use the tool to boost their business on search results?
Content Distribution in Google My Business Management
We’re all content marketers in one form or another – but we often forget to recognize that a big part of our responsibility is to make sure our target audience is actually exposed to the content we produce. By regularly updating your Google My Business listing, it can become a channel to share current content and relay online business updates, such as trade events or special conferences, to gain traction.
Effective management of Google My Business involves publishing locally targeted content.
Do you need a Google My Business listing?
The benefits of managing Google My Business go beyond gaining views and clicks on your latest content.
Posting regularly gives marketers a coveted spot in the local three-pack; the top three business listings for relevant search terms. This placement is a valid reason to add a new post at least once a week. The SEO service helps digital marketers get views on their content without having to wait for Google to rank it in the top 10 search engine results.
The majority of actions may be in the form of clicks, but unless your ad is optimized, you could miss phone calls or store visits. Consider measuring conversions such as website clicks and requests for directions or phone calls, which you can find on GMB Insights.
GMB posts signal to Google that your business is the right one to show for related local searches. But they also need to show potential customers what’s new in your business right when they’re looking for it.
Does it help SEO?
GMB helps SEO at least locally. A verified Google My Business listing has a better chance of being in the local three-pack and prioritizing your presence in search results to indirectly help your website rank.
It provides signals to Google, drives traffic to your website, and provides social proof in the form of reviews. Local search results are based on “relevance, distance and prominence”.
Relevance: how closely an ad matches searcher intent
Distance: Google matches searchers with nearby verified businesses
Importance: the notoriety of your company
Examples of Effective Google My Business Management
Share deals and specials
Remember the intent of the person viewing your ad; it is more likely to be transactional. Take a more direct sales approach: promotions, offers, or anything else that sets your business apart from your competition, be sure to share it.
Don’t be shy – experiment and see what works for your ad.
Post supporting content
When attracting customers by location, focus on describing the experience you want them to have when they arrive. Perhaps list videos, photos, or even presentations from team members; these can be great encouragement for in-store visitors.
Allow potential customers to see the business for what makes it successful on Google My Business; accurately reflect what their visit would look like in real life.
Maintain an accurate and complete list
Before updating content, make sure your GMB listing contains an accurate address, business overviews, phone number, hours of operation, and product/service details.
Avoid misinformation issues; this may sound basic, but you’d be surprised how many companies overlook these details. Google is all about the details.
Respond to questions and reviews
Check the questions asked by potential customers about your business. Answer them in a blog post shared on your ad to gain consumer trust.
Google My Business management and reviews effectively represent customer confirmation that your business is real and reputable, especially when you take the time to respond to them, whether positive or negative.
A quick, empathetic, and helpful response to negative reviews is sometimes more valuable than a positive one. We all make mistakes; excellent customer service is essential. Consumers appreciate companies that are willing to accept and solve problems.
Make it media-rich
Making your listing rich in media is a pretty underrated aspect of running Google My Business. Invest in a Google-certified 360-degree virtual tour professional who uses images of your store to enhance your customers’ experience with your brand. Consider:
Include photos of your work or showcasing products
Share projects you’re proud of that have received special recognition
Use images from your store, office or business as your cover image
Google My Business management with Digital Ethos
Managing Google My Business can maximize your business’ local presence. Digital Ethos understands that local SEO is an ongoing process – our experts can help you get the best practices for your business. Contact us today to be correctly placed on search engines.