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The majority of actions are in the form of clicks, but unless your Google My Business listing is optimized, you could be missing out on actual phone calls or in-store visits .
In fact, a prompt, empathetic, and helpful response to a negative review can be more valuable than a positive review.
While there are plenty of lengthy-but-vague help docs out there, finding answers to specific problems can be challenging.
Keep Your Listing Complete & Accurate.
Consumers appreciate those businesses willing to accept and fix them in a timely fashion.
Your posts on Google My Business signals to Google indicating your business is the right one to display for related searches locally.
As content marketers, we often fail to acknowledge a significant part of our responsibility is to ensure our intended audience actually becomes exposed to our content.
Knowing how to use Google My Business is standard for every digital marketer, right?
Before you create any content, ensure your GMB listing is complete (address, telephone number, business hours, business overview, products/services, etc.) and accurate (links to your website, social accounts, other relevant sources of information.)
A content marketing platform gives you a process to work from and analytics to help you to better understand how your activities are working.
Share Offers & Specials.
Achieving rank takes time and this isn’t useful for relaying information that will go stale quickly.
Videos, photos, and even introductions to the team members they will meet are all great ways to encourage customers to visit you.
Content particularly relevant to Google My Business is locally-focused content (for example, events or specials.)
This means you can take a more direct sales approach: offers, specials, or what sets your business apart from your competitors.
Why Should I Include Google My Business in My Content Distribution Strategy?
Share projects you are proud of or which have garnered a special review.
Ultimately though, think of the last time you performed a local search and how easy Google My Business made the process of choosing where to go.
You can experiment with creating content specifically for your Google My Business listing.
In fact, many of your contributions to Google My Business should come in the form of photos.
There’s compelling evidence that businesses with 100+ photos in their Google My Business listing get more clicks.
If you’re the kind of business that offers in-store events, then you’ll want to take note of this Post type.
As well as bulking out your listing with your own photos, you can (and should) encourage customers to take and share photos of your business.
Not only is Google My Business a known ranking factor, but GMB SEO optimisations are lauded by local search experts as some of the most effective ways to boost visibility in the Local Pack.
Before you begin asking for reviews, make sure you’re happy with your product or service, your team’s customer care, and any other important aspects of your business that might affect the customer experience.
Simplifying the customer journey through tools like this is only going to lead to happier customers, which in turn should mean happier businesses.
6. Use Google Posts to boost conversions and showcase brand personality.
This makes the searcher’s journey far easier, and means they’re able to make a decision much more quickly.
To set up a ‘book an appointment’ button, visit your Google My Business profile, go to ‘Info’, and click ‘Add appointment links’.
To locate your competitors’ categories manually, without using a tool:
The business description is a great place to showcase your brand’s personality, so you should consider the tone of voice you’re using here. While staying true to your existing brand identity, it’s a good idea to consider how you could stand out from competitors, too.
Due to it being a relatively new option at the time of writing, many businesses continue to opt to use the generic ‘what’s new’ Post type to update their customers instead, like so:
To qualify for a Google business listing, a member of staff must be available to interact with your customers during the business hours you include in your listing.
Categories can be changed, so feel free to experiment with what works best for you.
Google presents your information in a concise, snippet-form in SERPs in order to provide searchers with a quick and easy means to get the information they need. It also provides your business with more visibility.
When it comes to using the Messaging feature to speak with customers, you’ll want to treat it the same you would any other customer service channel:
If I search for a restaurant that’s family-friendly, Google will return results where that phrase has been mentioned in reviews, or even on the business’s website (in the case of Bubby’s, below). This function is called ‘Justifications’.
2. Write the perfect business description.
Consumers use Google My Business for a whole host of reasons, such as:
We use GMB posts on all top-level services provided by the client. We post because we know these posts appear in the 3-pack, plus we’re just fueling the beast (Google). Is it a ranking factor? Probably not. But do our clients’ GMB profiles look better than our competitors’ profiles? Yes. Ben Fisher – Founder and VP of Marketing, Steady Demand (How Do You Make a Google My Business Listing More ‘Clickable’?)
“Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. To help customers find your business, and to tell them your story, you can verify your business and edit your business information.” Google.
Think of Google Posts as social media updates within your Google My Business profile. There are several types of Google Posts types, which we’ll discuss in this section.
If you’re not going to be available to answer messages for any reason—say you’re a small business and all staff are going to be on annual leave over the holiday season—it’s worth switching the feature off entirely.
Throughout the guide, keep your eyes peeled for top tips, expert advice, and recommended resources.
The description is one of the first things that’s influenced by you that potential customers will see when they visit your Google My Business listing, so it’s important to get it right.
5. Google Maps users can follow and make lists of their favorite local businesses.
Interestingly, and unlike the other Post types, this isn’t a Post you can add manually through your Google My Business dashboard. If you update your opening hours in GMB, Google will automatically share this as a Post, which then appears under the ‘Updates’ section of your profile, along with other Posts.
Enter a brief description of your business: What you offer, what sets you apart, your history, or anything else that’s helpful for customers to know. Focus primarily on details about your business instead of details about promotions, prices, or sales. Do not include URLs or HTML code, or exceed 750 characters in the description field. Google.
Here’s an example of what a UTM tag might look like:
For example, if I search for ‘pizza, New York,’ something like this will show up:
Google My Business allows Google Maps users to provide their own feedback on businesses through the app and validate the opinions of others, ensuring a more accurate, picture of the business.
Information from your Google My Business listing will appear in Google’s Knowledge Panel when a brand search is performed.
Therefore, businesses that don’t have GMB listings will stand little to no chance of getting found or chosen online: you have to be in it to win it.
Now, searchers don’t need to go to your website (or a third-party booking site) to get information and take action.