How to Make the Most of Your Google My Business Page
By Eric Pursh
What is Google My Business?
Google My Business is Google’s free business listing that gives you an opportunity to list your business location and appear in Google Maps and local search results.
Your GMB page will show up in the search results on the right hand side of the screen, next to the organic results and ads.
You can add all kinds of important information about your business, like hours of operation, contact info, and website links. You can also post links to news, press releases, articles, events and special offers that you want to promote.
Why is GMB so important?
In today’s website and SEO landscape, your Google My Business page is a necessity.While brick-and-mortar businesses may benefit the most, even if you don’t have a physical location, you should still create and maintain a Google My Business page.
The reason is that with Google being the most popular worldwide search engine, everything they do is optimized for their user’s experience. Google has set up GMB pages so that potential customers looking for the basics (phone number, hours, directions, etc.) no longer have to visit your web page. So you can think of your GMB page as a direct extension of your web site - and sometimes it’s more important than your site itself!
What are the Main Benefits of a GMB Page?
The Map Pack
The main benefits of the GMB page are tied to searches for generic phrases such as “mexican restaurant near me.” Whereas someone searching for your business name is already likely aware of your business (so your full GMB listing will display in their search results), a generic search result will typically show up in what’s known as the “Map Pack.” The Map Pack are the three results below the ads and above the organic search results. These results are pulled directly from the GMB page of the businesses that are listed.
Google bases its entire “local search” directory on GMB pages. So just the fact that you set up and claim your GMB page might be enough to get you displayed in the Map Pack.
Search Rankings
We’ll discuss setting up your GMB page below, suffice to say that just by providing your basic business information on your Google My Business page will add you to Google’s Local Search index. But as search rankings continue to become more geographically specific, Google is putting greater emphasis on the searcher’s location.
Additionally, Google algorithm updates are trying to figure out user intent, and if you’re in Pittsburgh and searching for “best Mexican restaurants,” Google is likely going to surmise that you want a 5-star reviewed restaurant that’s close to where you are at that moment.
Because GMB pages are based on local search directories, businesses that have complete and up-to-date GMB profiles are most likely to show up in the Map Pack, above the organic search results. Likewise, a business that does not have a GMB page will not appear.
Reviews and Reputation Management
User Reviews on any site are critically important to a business’s success, and your GMB page reviews may be the most important of all. The benefit of the GMB reviews are that you can manage them by monitoring and responding to them in a timely manner. Also, keep in mind that Google recruits users to be local guides that get rewarded when they rate and review local businesses, so a fully developed GMB page will be an asset as guides add their reviews.
Inform Your Customers
We’ll cover posting updates to your GMB page below, but a big benefit of GMB pages is the ability to add information like photos, special offers, coupons, menus, prices, product lists, and the types of payment that you accept.
Analytics & Data
Last but certainly not least, provides analytical data that lets you find out actionable information about your customer. Within Google Maps, you can find info on where driving direction requests came from. This intelligence would allow you to run a potential ad campaign to attract more customers from that area.
How do I set up my GMB page?
Claim and verify your GMB page
First create a Google account or sign in to an existing Google account that you would like to use.
Go to Google My Business - Drive Customer Engagement on Google and click the “Manage Now’ button. Search for your business (by name and address), and if it can’t be located, simply fill out the form to“Add Your Business.”
Note that even if you don’t have a physical location, you’ll still need to provide a physical location for verification purposes. If your business is online only and/or you work from home, you can easily opt out of displaying your address in your public GMB listing.
The next step is to claim your page and have Google verify that it’s your page. Here’s where to Claim Your GMB Page. You can choose how you want Google to verify your business - via email, phone, or mail. Once you get the verification code, just enter the information and you’re ready to go.
Fill out your GMB profile
Fill out your Google My Business page completely. The more information, the better! Be sure to complete the available sections that apply to your business such as Appointment URL, Business Category. Business Hours, Phone Number, Photos, Posts, and Reviews.
How can I optimize my GMB listing?
Utilize your business description
Set aside time to work on completing your GMB page in detail. Make sure it’s accurate, watch out for spelling and grammatical errors, and be sure to write a good description of your business. Your business description can be up to 750 characters. Use the same keywords in your description as you would for search engine optimization - be sure to include your most important and relevant words!
Make Good Use of GMB Reviews
As mentioned above, Google reviews are a very important part of the GMB page, local search, and Map Pack rankings. The simplest way to encourage happy customers to write positive reviews is to ask them, and make it easy for them to do so. Here’s how to create a link for customers to write Google My Business reviews.
Reviews tell your potential customers what actual customers think about your business. They’re the social proof and a huge factor when people are choosing which company to do business with! Setting up an email template that you can personalize is a great way to get more reviews.
One last thing about GMB reviews - make sure you respond to the reviews you do get. Whether they’re good or not-so-good (and especially if they’re on the not-so-good side), be sure you respond to your reviewers. Responding to reviews not only puts more of a “human face” to your business, but it establishes trust in your business.
Thank customers that leave positive reviews. When dealing with poor reviews, don’t get defensive, just make sure people know you take customer service seriously. Use negative reviews as a way to educate yourself on how customers feel about your product, service, or business, and make improvements based on their comments. Then let them know what you’re doing!
What Should I post?
Posting frequently is important for optimization because the content you post will show in search results and on Google Map results. It also makes for a better listing, since you can keep the content fresh and relevant.
A post can be up to 300 words and will last for one week. Try to post consistently. Since Google does a pretty good job of reminding you to post again, you’ll have no trouble remembering! If you’re stuck for ideas, here are some thoughts on things that you can post to your GMB page:
Events - Add events, include the registration details, and add start and stop times. This is important because while regular posts expire in seven days, an event post will last until the day of the event.
Photos and Videos - Add up to 10 photos or videos, and add new photos regularly. You probably have photos of your building, pics of your team, and a logo to post. Those are well and good, but don’t miss an opportunity to tell a story, showcase physical products, or feature a project that your team has completed.
Short Lists and Survey Results - When you're stuck for ideas, nothing beats a “Top 3” list or the results of a survey to add something interesting to your GMB page. Just keep it relevant to your business!
Inspiration - Have a favorite quote or want to feature a particular person or project to inspire your potential customers? Don’t be afraid to mix these into your posting schedule or content calendar.
Memes - A little (appropriate and relevant) humor can go a long way in humanizing your business and helping you connect with customers on an emotional level. A sporadic and well-timed meme can attract customers.
Call To Action (CTA) - There’s an option to add a call-to-action button, so be sure to utilize this if you’re making an offer or want to direct someone to a specific web page. It’s great to post photos and fun things from time to time, but at the end of the day, you want to motivate your prospective customers to act!
Improve your search Rankings with your GMB Page
Your Google My Business page presents a wonderful opportunity to rank higher in searches, interact with your customers, and highlight all of the great things about your business. Be sure to claim it, verify it, and add all of the details to make an outstanding GMB listing. Be sure to check it regularly and post consistently, and you’ll be outpacing your competition in no time!