Google My Business (GMB) is a free web tool designed to assist local businesses in increasing their visibility on Google Search for relevant local searches. Local business owners can control and improve their visibility on Google Search by using Google My Business. Optimizing your listing and page can help your company stand out from the crowd in your local area. The more space you occupy on the web, particularly on Google Search, the more opportunities your customers will have to see and interact with your company.
The majority of users begin their customer journeys on Google Search, particularly when looking for local businesses to provide services. It is critical to be found on relevant terms for those services. Using Google My Business can help you improve your results from other online marketing channels and increase your ROI.
It is critical to include GMB in your overall marketing strategy, which includes your website and other advertising channels. Improved foot traffic for different branches of a business, for example, can be improved with Google My Business. While GMB is more geared toward local businesses, it can also provide unique benefits to other types of businesses. A clear listing with detailed information, for example, is a useful recruiting tool.
Advantages of Google My Business:
- Local SEO
- Collecting reviews
- Business info directly from the search engine
- Marketing and communication tool
- Google My Business Insights and its benefits for analytics
- Free of cost
- Ease of Use
Google My Business appears prominently in local search results. Higher search ranking positions (SERP) in related search terms in your business’s local area are possible. Optimizing your local SEO allows smaller businesses to compete with larger companies with a stronger online presence in your area. GMB optimization is critical for standing out and making your services more accessible to customers in your area.
Local search, also known as Local SEO, and its optimization, refers to the search engine optimization of your website as well as the use of Google My Business to improve your local reach on Google Search. It allows customers to find you and your services at the right time when they are looking for nearby businesses and services. Learn more about general search engine optimization.
Google Search and Google Maps visibility
Google My Business listings appear between Google Ads spots and the first organic search results on Google Search for relevant search terms. When customers search for your company’s name directly, the listing appears to the right of the search on desktop and mobile; the listing appears below the ads and the first organic result.
When customers can find your company on Google Maps, it makes it easier for them to contact you. Having your address on Google Maps with the proper listing makes your business more discoverable and appealing in search results, which can lead to more sales. Google My Business listings can be found on the left side of the desktop in Google Maps, and they display critical information to help customers make quick decisions on-the-go to make them go to you.
The Local Pack And Google My Business
There will be a few relevant companies (up to three) and their profiles, as well as their Google Maps locations, in the local pack. Customers can use the local pack to find important business information about nearby relevant businesses to help them make a better decision, such as:
- Opening hours
- Company name
- Relevant Category
- Type of Business
- An image of the business
As we can see in the image, when we search for relevant terms, the local pack takes up a lot of space on Google Search. As a result, gaining these local pack positions is critical for your company to stand out. Because of the nature of how the local pack works, ranking first in organic results may not be sufficient if your website and business are not locally optimized. Knowing who your local competitors are can help you make better decisions about how to differentiate yourself from them.
Reviews are an important tool that businesses can use. Reviews foster trust, create and demonstrate approachable experiences, increase brand recognition, and drive sales to your company. The presence of reviews in your Google My Business listing boosts your local visibility on Google Search. According to Shopify, 93 percent of customers have been influenced by online reviews.
In short, online reviews have a strong correlation with increasing online visibility and trust, particularly in Google Search. Positive customer reviews are an excellent way to gain free and positive search engine visibility. Collecting reviews is critical for improving your local SEO because customers will look for available reviews first when considering purchasing something. The availability of online reviews has a significant impact on quick purchase decisions, such as local retail and restaurants. Many customers read reviews before making a purchasing decision, and reviews also serve as positive endorsements for services.
Using GMB to Collect Reviews
Collecting reviews can be difficult or time-consuming if there is no proper or simple method for doing so.Google My Business is simple to use for both businesses and customers when it comes to collecting and displaying online reviews. It is also free to use GMB for reviews. Customers can leave a review on a Google My Business listing directly through Google Search.
Integrating the collection of online reviews into your sales funnel can speed up and simplify the process for customers. For example, after a purchase, you could send an email telling your customers to leave a review, or in a retail setting, you could tell your customers directly about leaving a review. Another advantage of online reviews for businesses is that they tell the owners what their customers truly think of your company and its services.
Negative reviews provide an opportunity to correct customer problems and address customer pain points in order to improve customer experiences. A fixed negative review communicates to other customers that you are actively attempting to make better decisions in order to improve their customer experiences, which will lead to increased sales.
Google Searches Displays Business Information
With a Google My Business listing, you can update and display critical business information to customers who are searching for you in real-time. Updating your details through your Google My Business account ensures that your business information is always up to date. GMB will always display the most recent information you have submitted in your listing. For example, if you only update your website’s information, it may take some time for the search engine to crawl it.
Giving your customers the most up-to-date information at a glance directly from your profile could save them time when making important decisions about where to buy. When a customer searches for your company on Google, they will see your Google My Business profile, which includes the following information:
- Company name
- Phone number
- Recent images
- Opening hours
- Google My Business posts
Google My Business Posts as a Communication and Marketing Tool
You can create offers, add products, provide news, and other updates directly on Google Search by utilizing your Google My Business posts within your profile. To increase clickthrough rates, you can use different call-to-actions within a Google My Business post, such as buy, learn more, sign up, call now, and more. Inside your profile, you can see what types of posts your competitors are making, giving you a better idea of what kind of content you should create to stand out.
When relevant searches trigger your profile to appear, published Google My Business posts are visible in the latter part of the profile. Experimenting with different post types can boost your overall clickthrough rates to your website, which is useful when trying to increase traffic to your company’s website. Keep in mind that posts have a seven-day expiration date. As old posts expire, make new ones.
GMB posts can be included in your content distribution strategy, and the ability to reuse content created for Facebook, LinkedIn, or YouTube ads is advantageous. Remember to modify your content to fit the format of GMB posts when reusing it. Overall, GMB posts are a great addition to your content marketing strategy because they can help you reach more customers through Google Search, particularly those lucrative local searches.
Google My Business Price
Google My Business is a free tool that every business should incorporate into their marketing strategy. Its optimization and use will also take little time, making it a cost-effective addition to any online marketing strategy. Optimizing and managing a Google My Business listing should take no more than a couple of hours, and the improved visibility within Google will benefit your company quickly. To reap the benefits of Google My Business, invest time in initial optimization and managing company updates.
Google Analytics and My Business Insights
Google My Business Insights provides businesses with valuable data that they can use to improve their visibility, engagement, and, ultimately, sales. Taking action with the data provided allows you to better understand and create actionable goals with GMB. The information gathered by Google My Business Insight is mostly relevant to the profile itself. When you can see quick summaries of relevant web data for your business, the collected data can help you make better decisions. Google My Business Insight provides two types of metrics: visibility metrics and engagement metrics.
You can use visibility metrics to see how many views your profile, images, and posts have received over a specific time period. Tracking visibility is important because it allows you to see how different marketing campaigns have affected the visibility and reach of your Google My Business profile in Google Search. Replicate the best-performing campaigns to get the best results from your campaigns. It’s also critical to constantly test new ideas alongside the best-performing campaigns.
You can conclude wherein the search engine your profile was shown and how your customers found your profile using the ‘How customers search for your business – report. The report will tell you which keywords triggered your customer profile.
Understanding what keywords triggered your profile early on allows you to incorporate the keywords into your SEO strategy and give you ideas for other keywords to include in the plan. The report provides a straightforward breakdown of how many searches each category has brought you.
The report displays the following categories:
- Direct Lookup
- Customers looked up your company or its address.
- Search for Information
- Customers searched for a service, product, or category that corresponded to your offerings, which resulted in your listing.
- Search for a Brand
- A customer looked for a brand associated with your company.
These three metrics are combined in total searches.
Photo views will show you how your images are being viewed in comparison to similar businesses. The report, Where customers see your business on Google, will show you where the customer saw your business on Google. It will inform you of the number of views you have received on Google Maps or Google Search.
In GMB, views are impressions, which indicate how many times users have seen the profile and its posts.
Metrics of Engagement
Google My Business engagement metrics will show you how many website clicks, phone calls, and direction requests your profile has received.
The following engagement metrics can be tracked:
- Visits to the website
- Google Maps navigation request
- It will show you where on a map where direction requests were made.
- The number of phone calls received by your company
- Estimate when your business is busiest and the average length of a location visit.
Using engagement metrics allows you to improve and optimize your Google My Business profile as well as your business.bTracking direction requests, for example, can tell you where your customers are most likely to come. When combined with other engagement metrics such as phone calls and time spent on your business, the data can provide a comprehensive picture of how your customers interact with your company.
Understanding how your customers interact with your business is a key benefit of Google My Business for any company looking to expand beyond their current audiences.
How to Use Google Analytics to Track Web Traffic from Google My Business
The use of Google Analytics is required to track direct traffic from Google My Business and to see how users from the medium are behaving on your website.
- Make a campaign. Connect with UTM-Builder
- Give your website a URL, a campaign name, and the source and medium. For example, “GMB” or something else that you will recognize later when analyzing.
- Incorporate the newly created UTM-link into your Google My Business profile.
- Finally, test the outcome. Click the link on your GMB profile and look it up in Google Analytics’ Real-time report. Your click should be visible under traffic sources.
How to Optimize Your Google My Business Account and Profile
- Add accurate information about your company and keep it up to date at all times. Remember to double-check your spelling and formatting.
- Choose the best category for your company and its industry.
- Determine whether your company provides products and services to customers at their homes.
– If so, enter the proper delivery information, such as postal codes, neighborhoods, and cities.
- The most important aspect of Google My Business is verifying your company’s address. Your profile will not appear in Google until you have verified your address.
- Fill in the blanks with specifics about your products and services.
- Use keywords that are relevant to your business in your descriptions and posts.
- Include images of your business that are relevant to it: inside, outside, logos, and so on.
- Manage and respond to customer feedback and messages.
– You will need the Google My Business – app to enable messaging (iOS & Android)
- Make use of Insights data to improve your company and your GMB profile.
- Finally, create local ads in Google Ads to promote your business in your area.
– Find out more about search engine marketing.
Any business that wants to expand its local reach, visibility, and profitability should use Google My Business. Google My Business, as a free and simple-to-use tool, can be used by businesses of all sizes in their online marketing strategy. The advantages of Google My Business are numerous, and businesses that take the time to optimize and manage their profiles are more likely to gain reach and sales from nearby customers. The power of local marketing, particularly local SEO, is the free exposure it provides.
Directly managing and responding to questions on a GMB profile can boost customer satisfaction and the number of engagements you receive. Increased customer engagement will result in improved relationships and their willingness to recommend your company to their friends via word of mouth. Overall, using Google My Business as a tool for online marketing can help to reduce the cost of your marketing budgets or increase the effectiveness of your campaigns.