2021 White Paper: How To Optimize Your Google My Business Listing
2021 WHITE PAPER:HOW TO OPTIMIZE YOURGOOGLE MY BUSINESS LISTING
HOW TO OPTIMIZE YOURGOOGLE MY BUSINESS LISTINGFor any company or organization working to strengthen their local SEO strategy,one of the best places to begin is Google My Business (GMB). Free, easy-to-use,and facilitated by search engine giant Google, GMB is an online tool that you can’tafford to miss out on.When an online user conducts relevant searches to your business and area, GMBmakes it easy for them to find our business. Your business name, address, phonenumber, and hours can be populated in local search results pages in just seconds.The people looking for the products and services you provide, specifi ally in thearea in which you’re located, can be pointed directly to your virtual front door. Butuntil you’ve claimed your business listing, those searches are more likely to sendcustomers to your competitors.If this is your first time hearing about Google My Business, do ’t panic – you canhave your business listing set up in just a few minutes. Once you’ve verified ourbusiness’s basic information, it’s time to put the tool to work by optimizing yourlisting for local search.Why is it important to optimize your GMB listing for local search? Look at it thisway: a solid listing on GMB increases the likelihood that your business will appearin Google Maps, Local Pack, Local Finder, and general organic rankings. Plus, withthe right details, you can grab the attention of online users and gain new businessthrough an expanded digital presence.When you consider the numerous benefits f using Google My Business – andhaving a savvy strategy for doing so – the question is no longer about why orif you should do it. Instead, the better question is: why aren’t you doing it rightnow?We have you covered with a useful guide that breaks down exactly what you needto know about optimizing your GMB listing, including the specific steps th t willhave the highest impact on your local SEO strategy right now.
HOW TO OPTIMIZE YOURGOOGLE MY BUSINESS LISTINGPlenty of local businesses claim their Google My Business listing, fill out few cursorydetails, and then promptly forget all about it. However, it’s vital that you think of your listingas something that needs to be properly cared for in order to thrive – without some regularnurturing, it won’t ever reach its full potential.One of the defining cha acteristics of the Google brand is its commitment to ongoing innovation.New features and options are constantly being released, making it especially important that youview maintaining your business profile as an ongoing p oject.Regardless of whether you’ve just claimed your Google My Business listing or are searching forsmart, simple ways to optimize it for local search, here’s what to put on your to-do list right now: Complete all of the GMB listing information Regularly check that your business listing information is correct Create high-quality Posts for your GMB listing Enable the Booking button feature if applicable Activate the Messaging feature Stay on top of the GMB Questions & Answers feature Encourage customers to leave Google My Business online reviews Add photos and videos Write a clear, concise Google Business description Include information about your services/menus if applicableAre you feeling overwhelmed by this list of tasks? Don’t be! In this guide, we’re going to covereach one in-depth, taking the guesswork out of how to optimize your Google My Business listingonce and for all.With this how-to in hand, you have everything you need to take the right steps towards a GMBlisting that puts your business information in front of the right customers at the right time.
COMPLETE ALL OF THEGMB LISTING INFORMATIONWhen you initially claim your Google MyBusiness listing, it walks you through aprocess that asks you to answer questionsrelated to your company. This informationcovers key details such as your businessaddress and phone number, hours,business category, website, and more.Ideally, you’ll fillout eve y possiblefielwith detailed information aboutyour company. This listing is what will popup in Google search results, so you’ll wantto take the opportunity to give potentialcustomers as much information as possible. Leave too many fields blank, andyou run the risk of losing out on business,simply because users will move on to thenext, more informative listing. If an onlineuser is unsure about your business name,address, and phone number, it’s highlyunlikely that they’re going to spend timetrying to hunt down these details.Ultimately, it’s up to businessowners to make sure that theirGMB listing is correctly completed in full – luckily, it’s incredibly easy to check this oneoff your list. Before we move onto optimizing your GMB listing,tackle this step first
REGULARLY CHECK THAT YOUR BUSINESSLISTING INFORMATION IS CORRECTDid you know that anyone can suggest andimplement edits to your GMB listing? Thatmeans that even after you’re taken greatcare to create an accurate listing, a usercan undo all your hard work with just a fewclicks.If that thought has your internal alarm bellsringing, it should – because it means thatanyone, even your competitors, can alteryour business listing. When a user clicks onyour listing, there’s an option labeled “Suggest an edit.” Clicking that opens up a whole worldof editing possibilities, including the ability to make changes to your business name, address,phone number, website, and business category. And even though the option is to “suggest” anedit, these changes can go live before you know it.Furthermore, Google itself can change your listing based on information discovered by theiralgorithm. That’s a considerable amount of behind-the-scenes access to your listing, which iswhy it’s up to you to check for unwanted updates constantly. Although Google states that itsends notifi ations to the listing owner associated with the Google My Business account, it’snot unusual for these emails to be derailed on their way to your inbox, so don’t rely on them.Instead, take a proactive approach by frequently reviewing your GMB listing. Here’s how:12Log into Google My Business.3Click “Google Updates,” which will generate the option to “Review Updates.” If there are anyproblematic changes, this is your opportunity to make a correction.4If there has been a change made that is incorrect (such as a bogus customer review), and youare unable to change it, there are further steps you can take. Write a post that explains theissue in the Google My Business forum, then contact a Google Top Contributor for assistance.Look for “Google Updates” notifications, which will detail any changes made.Another way that users are invited to contribute information about your business is by answeringa variety of yes or no questions (the prompt in the listing reads: “Know this place? Answer quickquestions.”). For example, a listing for a gourmet grocery store might ask an online user if thatspecific business sells wine. Ideally, the user ould answer the question correctly and add usefuldata to your listing. But again, the possibility for user error (or worse, ill-intentioned users) alwaysexists.It’s important to understand that Google intentionally allows user edits to GMB listings as part oftheir efforts to create an online community, offer well-rounded listings, and utilize varying searchstrategies. And when done correctly, these user contributions really can help boost your rankingand presence. However, just like anything that has to do with your brand, you’ll need to be diligentin paying attention to what is being said – and shared – online.
CREATE HIGH-QUALITYPOSTS FOR YOUR GMB LISTINGNow that we’ve covered the necessity of verifying your GoogleMy Business listing and confirmed that it’s correct, we can moveon to the “big picture” goal: optimizing. By optimizing your listing,you have the opportunity to outrank other local businesses thatare your direct competitors. With just a bit of effort and time, youcan improve your search rankings and increase local traffic.One of the rst methods for GMB optimization is the use ofGoogle Posts. These Posts resemble social media posts or miniadvertisements and appear in the Google search results withinyour listing. Speci cally, users will see posts in the KnowledgePanel and on Google Maps’ From the Owner section. On mobileSearch, Posts appear on the Updates and Overview tabs.With Google Posts, you can build interest in your business, directly connect with customers, promotespecific products, services, and events, and help your local SEO. A Post can incorporate text, photos, orvideo and come in many different forms.HERE’S HOW TO CREATE A GOOGLE POST:12Log into Google My Business.4Look for “Posts” on the menu, then click.Select the different elements you wantto include in the Post, and enter therelevant details for each one: 3 Choose the type of Post you would like to create:Update/What’s New: Enter general information or updatesabout your business. For example, a nail salon might announce anew business location coming soon.Event: Promote an upcoming event and provide details such asthe start/end date & time.Offer: Provide information about a special sale, promotion, oroffer from your business. For example, a sandwich shop mightbuild a Post to share a promotion on sub sandwiches for themonth of January. Posts automatically include a “View offer”button and incorporate a photo, video, text, coupon code, link,and terms/conditions.Product: Product posts will appear in the Product tab of yourGMB listing, rather than taking the form of a shareable post.PhotosVideosText EventsOffersButton5Preview your Post to make sureeverything appears correctly. If you needto make any changes, the Back/Editbutton will take you back to the draft.6Publish the Post once complete.Thanks to the versatility of Google Posts, you can buildout your profile with a wealth f information that usersmay find rel vant. Additionally, Posts give you the chanceto demonstrate your active online presence, as well asengage with potential and existing customers throughvarious types of content.Each Post stays live for seven days (or until the Event date),and old Google Posts are pushed down in your listing bynew ones. Usually, you can count on Google to send you areminder when your latest post is no longer active on theOverview tab, so you can get into a good habit of regularlysharing fresh content.Don’t be afraid to get creative and have fun with Posts.Now more than ever, online users expect plenty of brandpersonality, and Posts are the perfect place to show yours.
ENABLE THE BOOKING BUTTONFEATURE IF APPLICABLEIt goes without saying that making it easy to do business with your brand is one of the best waysto bring in customers. After all, we live in an age of convenience, and consumers have grownused to being able to do just about anything with a few taps on their smartphone screen.The Booking button feature on Google My Business is an excellent option for any business thatoperates on an appointment-based business model. With this handy feature, you can give usersaccess to your integrated scheduling software without ever requiring them to leave Google.By eliminating several navigation steps and saving them time, the Booking button can be thedifference between a client choosing you or your competitor.All you need is an account with one of the scheduling providers supported by Google. The listof partners is always growing, so you have more than your fair share of options to choose from.You’ll also need to belong to a business category that is eligible for the Bookings feature.Setting up Bookings takes just a few moments:1Sign in to Google My Business (on a computer). If you have multiple business locations, first selectthe one you want to manage.2Click Bookings (on the menu). If this menu tab is not visible, you are not part of a qualifying businesscategory or region.34Sign up with your preferred scheduling provider.Google will automatically establish a link between your account with the scheduling providerand your Google My Business account. Once the accounts are linked, users will be able to schedulebookings via your GMB listing.Keep in mind that depending on your scheduling provider, there may be asmall fee charged per booking.Once activated, the Booking feature increases your chances of driving trafficinto your business via GMB. You can share the Bookings link with customers,manage and edit bookings, and even view insights for GMB bookings formost business categories.
ACTIVATE THE MESSAGING FEATUREYet another outstanding feature of Google My Business is the Messages tool, which allowsusers to get in touch with you in real-time via your listing. Not only does utilizing the Messagingfeature open up a line of communication between you and online users, but it also boostsengagement – something that Google takes into consideration when it comes to ranking resultsfor search queries.With Messaging, you can answer user questions, demonstrate quality service, build trust, andstrengthen your brand reputation. A few minutes of messaging could lead potential customersto become loyal brand followers, delivering high-impact results with minimal effort on yourpart.Here’s how to set up Messaging on Google My Business:1Log into the GMB dashboard.You can also open the GMBapp on your smart device.32Click “Customers,” then“Messages,” then “Turn on.”Customize the “WelcomeMessage” that users will seewhen they initially message you,keeping it short but friendly.IT REALLY IS THAT EASYWith just a few clicks, you’re ready to chat with customers. We recommendturning on messaging notifications so that you’re alerted to incoming messagesand able to respond promptly.A good rule of thumb is to reply within 24 hours; otherwise, Google can opt todeactivate your messaging feature (and your potential customer will be left with aless-than-ideal first impression).
STAY ON TOP OF THE GMBQUESTIONS & ANSWERS FEATUREBusiness owners have the unique advantage ofpossessing the perspective of an online user –we’ve all found ourselves combing the results forlocal businesses suited to products or services weneed. And as a user yourself, the odds are goodthat you’ve had specific questions when planningto visit a local business. For example, when you’researching for a good family restaurant, you mightbe wondering, “Does this restaurant have a kids’menu?”Google My Business created the Questions & Answers feature specifi ally to address queriessuch as these. The feature provides a huge benefit or both users and business ownersbecause it opens the door for you to directly answer questions (and provide detailedinformation) in response to interested users.Of course, as the owner of your business, you’re the most trustworthy source for answers.However, like other GMB details, answers can be suggested by any online user – so it’s criticalthat you answer questions quickly before anyone else has the chance.Here’s how to answer GMB questions directly from your smartphone:1Search for your listing, and open up the Questions& Answers feature.2Click “See all questions” to open the full list of3Directly below each question, click “Answer” toquestions in your listing.provide a relevant answer. You may see other answersalready published, but you can still enter yours.(One way to stay ahead of questions is by assembling a Frequently Asked Questionslist, which can be published directly in your GMB listing.
ENCOURAGE CUSTOMERS TO LEAVEGOOGLE MY BUSINESS ONLINE REVIEWSAs a business owner, you already know that positive reviews from yourcustomers are a signifi ant asset to your brand. The way that people find,choose, and interact with businesses may have changed over the years,but good, old-fashioned word of mouth is still worth its weight in gold.According to information compiled by Search Engine Journal, more than90% of online users 18-34 years old trust online reviews as much as inperson recommendations. Also, consumers expect a business to haveat least 40 online reviews in order to be considered trustworthy when itcomes to their overall star rating. Even so, just five r views equal a 270%increase in a product’s chances of being purchased. With that kind of datain front of you, it’s impossible to argue against the necessity of onlinereviews for your business.HHHThanks to the intuitive setup of GMB, reviews from your customers takecenter stage – for better or for worse. When a customer writes an onlinereview for your business, Google includes that information directly nextto your Google Maps listing and in the search results Knowledge Panel.Ratings are averaged to assign your business a rating out of five stars, andusers are able to browse all customer reviews and read feedback.90%of online users 18-34 years old trust online reviewsas much as in-person recommendations. of onlineusers 18-34 years old trust online reviews as muchas in-person recommendations.5 reviews a 270%increase in a product’s chancesof being purchased.HHHSo, what does this mean for business owners?Obviously, your ultimate goal is to providefirst-class p oducts, services, and customerexperiences that generate positive reviews.But doing that isn’t enough. You’ll also need toencourage customers to leave reviews, whichGMB allows business owners to do (within theirguidelines).And on top of building a solid foundation ofpositive reviews, responding to each review isalso important. Your responses to both positiveand negative reviews will be a direct reflectionof your brand, so act accordingly. Bad feedbackis often a part of doing business, but when yourespond to reviews professionally, it shows yourcustomers that you care – and that you’re willingto go above and beyond to do what’s right.
ADD PHOTOS & VIDEOSPhotos and videos are among the most in-demand forms of content, dominating virtually every digital platform fromsocial media to Google My Business. Quality images and video have the visual appeal to grab users’ attention and holdtheir interest, often for far longer than text can. Plus, visual elements can add a much more personal touch to your GMBlisting, giving users the sense that they can “get to know you” simply by scrolling.Imagine you’re an online user comparing listings for bakeries near your current location. Before you make any phonecalls to the few you’re considering, you want to get a better sense of what they have to offer. So, you browse thebusiness information and scroll through a handful of menus. Then, you notice that one of the businesses hasa variety of photos and videos within their listing: close-ups of their beautifully-made pastries and cakes, video of specialevents they’ve catered, and photos of their team. In contrast, none of their other local businesses have visual elements intheir listings, aside from a few blurry snapshots uploaded by users. Which bakery are you most likely to visit?If you’re anything like the average online user, the odds are good that you would choose the bakery with the GMB listingfeaturing a range of photos and videos. That’s great news for the bakery that took the time to add photos and video, butnot-so-good news for the ones that didn’t.Any opportunity to make your local business listing stand out in searches is worth taking, and photos and videos presenta clear-cut route to optimize your Google profile for the best possible results.Here’s how to add photos and video to a Google My Business listing in seconds:1Sign in to Google My Business on a computer.2Click Photos in the left-hand menu.3Click the Post button in the top-right section of the screen.45Choose the type of photo/video that you want to add.Upload the file from your computer.Some ideas for GMB photos and video include quality images of yourstorefront, interior/exterior, logo, products, and services. You canalso upload images and videos depicting your team, mission, andanything else you’d like to share about your brand.
WRITE A CLEAR, CONCISEGOOGLE BUSINESS DESCRIPTIONOne of the more recent additions to GMB is the ability to write a business descriptionto be displayed in your listing. All descriptions have to fit within Google guidelines, sopay close attention to these to make sure yours isn’t removed.You’re allowed 750 characters to tell users what makes your business unique, the storyof your brand, and anything else you think distinguishes you from your competitors.Only 250 characters will be displayed in the Knowledge Panel before they’re cut off,so that chunk of text is your chance to put your local SEO knowledge to good use.Structure the description in a way that places important business details and keywordsat the front, without being “spammy.”Whether people are using a search engine on their computer or mobile device, thebusiness description will be displayed – so don’t miss out on the chance to make yourlisting stand out as a unique search result.
INCLUDE INFORMATION ABOUT YOURSERVICES/MENUS IF APPLICABLEFor every local business on GMB, a category isassigned that helps both online users and Googleunderstand the type of products or servicesprovided. In many cases, the category yourbusiness belongs to can determine the featuresthat are available to you, such as the Services andMenus sections.Service-oriented businesses, like salons, spas,home repair companies, and others, can displaya list of available services in their GMB listing.Google makes it simple to get started by givingyou a long list of service options based on theprimary category of your business.For example, if you own a plumbing company, GMB gives you the option to list relevant services suchas “Install faucet” or “Repair toilet.” You can also add custom services if you aren’t able to find ourswithin the pre-generated options. Building a comprehensive list of services makes it easier for userssearching for these services to find ou, driving the right traffic o your listing.1Here’s how to do it:After signing in to Google My Business, click “Info” from the menu.2Navigate to the section labeled “Services,” then click “Edit.”3Add your menu sections, then individual items belonging to eachsection (i.e., appetizers, entrees, desserts, drinks, etc.)4If a third-party menu site has already populated this section, you can edit it by clicking“Create a new menu” and entering your own information manually.Much like the Services section, the Menu portion of your business listing not only makes yourGMB most useful to online users – it also helps your business get seen by people that areinterested in what you’re serving.
USE GMB TO YOUR ADVANTAGECLOSING THOUGHTSTaking the time to regularly update and optimize your Google My Businesslisting is a no-brainer, especially if local SEO is one of your priorities. Fromyour Google My Business account, you wield the power to improve yourlocal search rankings, make sure that users have the details they need to dobusiness with you, and establish a strong and positive online presence.This single profile will earn ou a place on Google Maps and in Googlesearch engine results – and that alone makes it a must. One of the basicsof Business Success 101 is getting your business information out there, andGMB makes that easier than ever.HELP FROM V DIGITAL SERVICESWhen it comes to building your business, Google offers a myriad ofopportunities to reach both existing and potential customers. Google MyBusiness can be an invaluable tool for your digital marketing strategy,providing an effective way to boost your ranking and generate interest inyour products and services.Optimizing your Google My Business listing is one of the many parts ofdigital marketing that will never be truly “complete,” especially as Googlecontinues to evolve. But with a little help from the experienced team atV Digital Services, you can be confide t that your GMB listing is alwaysup to par. We’ll work with you to build a listing that positively representsyour business and brand, then help you make sure that it’s consistentlymaintained and optimized for local SEO. Combined with other strategicefforts, our team will support you in achieving your digital marketing goalsnow and in the future.For more information about how your Google My Business listing is just onepart of a winning digital strategy, reach out to V Digital Services today.
HOW TO OPTIMIZE YOUR . GOOGLE MY BUSINESS LISTING. For any company or organization working to strengthen their local SEO strategy, one of the best places to begin is Google My Business (GMB). Free, easy-to-use, and facilitated by search engine giant Google, GMB is an online tool that you can't .
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ABOUT THIS WHITE PAPER This white paper was sponsored by Light Point Security; information about the company is available at the end of the paper. The paper also presents some of the results from an in-depth, primary market research survey that was conducted specifically for this paper. A number of serious consequences can result from
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