Stop Ignoring Your Google My Business (GMB) Profile

Google My Business (GMB) is a directory listing you have to validate through Google, and, believe it or not, it's kind of a big deal. Increasingly so.

In this article, we'll walk you through setting up a GMB profile, the importance of relevant categories, strategies for regular updates, business types that excel on GMB, crafting a GMB strategy, exploring new features, and understanding how GMB impacts search and SEO.

Creating Your Google My Business Profile: Step-by-Step Guide

In case you're like, Google My What?

Here:

1. Sign Up or Log In: Visit the Google My Business website and sign in with your Google account. If you're new to GMB, follow the prompts to create an account.

2. Enter Your Business Details: Provide your business name, address, and phone number. Ensure accuracy as this information will be visible to users.

3. Select Your Category: Choose a primary category that best represents your business. This impacts how your business appears in search results.

4. Add Additional Categories: Include secondary categories that further describe your business services or products.

5. Verification: Google will send you a verification code via mail or phone. Enter the code on your GMB dashboard to verify your business.

6. Complete Your Profile: Fill in details like business hours, website link, description, and high-quality images.

Categories that Matter for Marketing

Little tip: selecting the right categories ensures your business appears in relevant search results. Primary categories play a crucial role, so choose one that aligns with your main offerings. Secondary categories can help capture a broader audience.

How to Post on Your GMB Profile

Regularly updating your GMB profile with fresh content is a great way to get an extra boost in search and get some clicks to your website. Here are the kinds of content you can post on your GMB profile:

1. Posts: Share updates, offers, events, or news through GMB posts. These stay active for a week and boost engagement.

2. Photos and Videos: Upload high-quality images and videos showcasing your products, services, and team.

3. Q&A Section: Address frequently asked questions to improve customer experience.

Businesses that Excel on GMB

Local businesses, including restaurants, retail stores, service providers, healthcare facilities, and hospitality businesses, tend to thrive on GMB. GMB is particularly beneficial for businesses targeting local customers.

For instance... (imaginary, but illustrative of the "how"):

Local Restaurant Chain: "Sunny Bites"

Success Story: Sunny Bites, a local restaurant chain, used GMB to its advantage by regularly updating its profile with mouth-watering images of its dishes, ongoing specials, and events. They responded promptly to customer reviews, both positive and negative, showing their commitment to customer satisfaction. They also utilized GMB's posts feature to showcase their daily specials and engage with their audience.

Impact: By consistently updating their GMB profile with enticing content, Sunny Bites increased their visibility in the Local Pack and Google Maps. This led to a surge in customer footfall as GMB users were more likely to visit their outlets after seeing their appealing food offerings on the platform.

OR

Local Boutique Hotel: "Harborview Suites"

Success Story: Harborview Suites, a boutique hotel, used GMB to showcase their stunning waterfront location, luxurious rooms, and amenities. They utilized GMB's Q&A section to address common inquiries about facilities, check-in times, and pet policies. Additionally, they leveraged GMB's messaging feature to directly communicate with potential guests and answer specific queries.

Impact: By providing accurate information and engaging with user queries, Harborview Suites created a positive online reputation. This translated into an increase in direct bookings from travelers searching for accommodations in their area. Their GMB strategy not only improved their search ranking but also resulted in higher occupancy rates.

You get the idea. There are quite a few ways to skin this cat, all of which could improve your search ranking and bottom line business goals.

Crafting Your GMB Strategy

This will be slightly redundant to the above, but hang in there with us - we wanted to offer you a big picture GMB strategy:

Step 1: Setting Up Your GMB Profile

Actionable Steps:

1. Claim and Verify Your Business: Start by claiming your business on GMB if it's not already listed. Verify your ownership through a postcard, phone, or email verification process.

2. Provide Accurate Information: Fill in all essential details such as business name, address, phone number (NAP), website, and business category. Accuracy is key to helping potential customers find you easily.

Step 2: Optimizing Business Categories and Attributes

Actionable Steps:

1. Choose Relevant Categories: Select primary and secondary business categories that accurately represent your offerings. This ensures your profile appears in relevant search results.

2. Utilize Attributes: Leverage attributes such as "Women-Led," "Outdoor Seating," or "Wheelchair Accessible" to highlight unique features that set your business apart.

Step 3: Crafting Compelling Visuals

Actionable Steps:

1. High-Quality Photos: Upload high-resolution images of your business's interior, exterior, products, and services. Visuals play a significant role in enticing potential customers.

2. Engaging Videos: Create short videos showcasing your products, services, or behind-the-scenes glimpses. Videos add a dynamic element to your profile.

Step 4: Posting Consistent Updates

Actionable Steps:

1. Regular Posts: Use GMB's posts feature to share updates, offers, events, and news. Posts are an effective way to engage with your audience and keep them informed.

2. Q&A Interaction: Monitor and respond to user questions in the Q&A section. This demonstrates your commitment to customer service.

Step 5: Managing Customer Reviews

Actionable Steps:

1. Prompt Responses: Respond promptly to both positive and negative reviews. Show appreciation for positive feedback and address concerns professionally.

2. Encourage Reviews: Encourage satisfied customers to leave reviews. Positive reviews build credibility and influence potential customers.

Step 6: Leveraging Booking and Messaging

Actionable Steps:

1. Booking Button: If applicable, integrate the booking button to allow users to book appointments directly from your GMB profile.

2. Messaging Feature: Enable messaging to facilitate direct communication with customers. Respond promptly to inquiries to enhance user experience.

Step 7: Monitoring Insights and Analytics

Actionable Steps:

1. Track Performance: Regularly review GMB insights to gauge user engagement, click-through rates, and popular search queries.

2. Optimization Strategies: Use insights to refine your strategy. For example, if users are frequently seeking your business's operating hours, ensure they are prominently displayed.

Step 8: Keeping Up with New Features

Actionable Steps:

1. Stay Updated: GMB frequently introduces new features. Stay informed about these updates and incorporate relevant ones into your strategy.

Step 9: Integrating GMB with Geotargeted Ads

Actionable Steps:

1. Target Local Ads: Leverage GMB insights to understand where your audience is located. Use this data to optimize your geotargeted Google Ads campaigns.

2. Consistency in Messaging: Ensure your GMB profile aligns with the messaging and branding of your ads to provide a cohesive user experience.

A well-executed Google My Business marketing strategy can yield substantial benefits for local businesses.

GMB's Impact on Search and SEO

1. Local Pack: GMB profiles heavily influence the Local Pack, a set of results displayed when users search for local services.

2. Google Maps: Optimized GMB profiles improve your visibility on Google Maps.

3. Search Ranking: GMB plays a role in local search ranking, making it essential for local SEO efforts.

4. Voice Search: GMB enhances voice search results as devices often pull information from GMB profiles.

Enhance Google My Business and Watch Your Actual Business Grow

By claiming your online space, engaging with your audience, and showcasing your offerings effectively, you can enhance your local visibility and attract a steady stream of local customers.

Keep in mind that GMB is an evolving platform, so staying up-to-date with new features and trends is essential for sustained success.

By following the simple GMB marketing strategy outlined here, you'll be well on your way to using Google My Business for your business growth.