Data sourced from Chatmeter
LET'S HAVE A TALK ABOUT YOUR GMB
YOU SHOULD CARE ABOUT YOUR BUSINESS LISTING ON GOOGLE
- WHY GOOGLE MY BUSINESS IS SO IMPORTANT
- HOW GOOGLE REVIEWS CONTRIBUTE TO SEO
- WHEN TO USE GMB, BEST PRACTICES FOR INCREASING TRAFFIC
IF YOU'RE NOT USING YOUR GMB TO ATTRACT LOCAL BUSINESS,
YOU'RE SWIMMING UP STREAM WITH YOUR MARKETING STRATEGY.
LET'S START WITH JUST THE FACTS:
WHY GOOGLE MY BUSINESS IS SO IMPORTANT
GOOGLE MY BUSINESS (GMB) IS A TOOL FOR CONNECTING LOCAL CUSTOMERS TO YOUR BUSINESS.
GMB is a platform that makes your information easy to access by the people searching for you, provides social proof of your quality through peer reviews, and syncs your physical location with search engine queries.
But, before you start scratching your head, let’s unpack that a bit. Local customers are using the internet differently, with Google My Business being one of the most common ways people are searching for, and finding, your business online. Often, a customer will check in with your GMB before your website, making it the first touch-point people have to get to know you.
As a platform, it allows you to list and define your services and important business information, presenting it all in an easy-to-access, recognizable way for consumers. This allows potential customers to quickly see what you do, and compares you against other businesses nearby with similar services.
Your GMB also houses peer reviews, which allows people outside of your business to validate your quality. More and more people are reading reviews, and use star-ratings to inform their choices.
Finally, your GMB syncs your location to Google Maps, allowing people to find you when they are searching for services like yours near their physical location.
Google gives each business a Quality Score—using things like service accuracy, star ratings, GMB activity, and more—to rank like businesses on its maps.
HOW GOOGLE REVIEWS CONTRIBUTE TO SEO
GOOGLE REVIEWS CAN HELP YOU RANK HIGHER IN LOCAL SEARCHES, PROVIDING SOCIAL PROOF OF YOUR QUALITY.
It can be scary to think that Google has the power to present your business as a quality option to customers or not, but understanding how Google determines which businesses to highlight and which to push to the bottom of its list helps.
And one of the main ways Google can tell if you’re a legitimate, high-quality business is by the kind of reviews other people leave on your GMB. Each positive review left on your page is verification that the person that interacted with your business got what they were looking for—and that others are likely to have the same experience.
Beyond verifying you as good at what you do, reviews help provide more organic information about your business. Through reading your reviews, Google learns more about you, associating more keywords and content with what you offer. This allows you to come up in a wider variety of queries, increasing your traffic.
Finally, the more high quality reviews you have, the higher your star-rating will be. And star-rating is directly associated with increased traffic. Google sees higher traffic as more proof you’ve got a good thing going on and rewards you with a higher search position.
WHEN TO USE GMB, BEST PRACTICES
So, you’ve arrived at seeing the importance of your Google My Business account. But, before you run wild, it’s important to remember the point of the tool—encouraging customers to come to your store or opt for your services above your competitors. Here are a few best practices for encouraging more traffic to your GMB, and consequently, your doorstep.
1. MAKE SURE YOUR GMB IS COMPLETE.
Double-check that all of your information is accurate, that your products and services are clearly defined, and that your links are working appropriately.
2. ADD RELEVANT PHOTOS OF YOUR STORE, YOUR TEAM, AND YOUR PRODUCTS.
Using quality photos or videography to demonstrate who you are and what you do allows potential customers into your process, and what the experience of working with you might be like.
3. UPDATE YOUR DEALS AND SPECIAL OFFERINGS REGULARLY.
Be explicit about sales and how to redeem any promotions. Highlight the most important information, how long your specials will last, and what the customer can expect from you.
4. STAY RELEVANT
Keep your GMB current with locally-relevant descriptors, like “Outdoor Seating is available” or “Updated Hours for the Winter Festival.” This helps customers and Google alike know that you’re helpful and relevant.