How to Optimize Your Google My Business Listing
An important first step in any local SEO strategy is to claim and verify your local business’ Google My Business (GMB) listing. Getting on Google My Business can increase your chances of showing up in Google’s Local Pack, Local Finder, Google Maps, and organic rankings in general. Qualifying local businesses can claim this free listing on Google and include information about their company, like their address, phone number, business hours, and types of payments accepted.
Additionally, over the past several months, Google has added some great features to Google My Business that companies should take advantage of that enhances your Google My Business listing and helps to grab viewers’ attention — and can increase how you rank in local search results.
Many local businesses just claim their GMB listing and forget about it. What most businesses don’trealize is that there are a variety of other features Google gives you that you can use to optimize your Google My Business listing and several reasons why you should frequently check your business listing to ensure that its accuracy stays intact. Want to know more?
Complete all the information Google asks for
There are a variety of questions Google wants you to fill out to complete your Google My Business profile. When done, your listing will have valuable basic data that will make it easier for potential customers to find more information about your company. And if you don’t fill out that information, someone else could. Many business owners don’t realize that anyone can suggest a change (or “edit”) to your business listing — and that includes your competitors.
When someone clicks on that option they can literally edit your Google My Business listing (and make some pretty dramatic changes, too):
Google My Business Posts
Google Posts are almost like “mini-ads” or “social media posts” that show up in Google search in your Google My Business listing (in the Knowledge Panel and on Google Maps).
You can have fun with your Google My Business Posts by adding an image, a call-to-action (CTA), and even including a link to another page or website.
Not sure what type of Post you should make? Here are just a few Post ideas:
- If you’re having an event (like a webinar or a seminar about your chiropractic practice) you can set up an event Post with a date and time, then add a link to the registration page.
- Do you have a sale going on during a specific time? Create a “sale” event Post.
- Does your latest blog post rock? Add a short description and link to the post on your blog.
- New product you want to feature? Show a picture of this cool gadget and link to where people can make the purchase.
- Want to spread holiday joy? Give potential customers a holiday message Post.
The possibilities with Posts are endless! Posts show up prominently in your business’ Knowledge Panel, so don’t miss this opportunity to stand out.
TIP: To grab a searcher’s attention, you want to include an image in your Post, but on Google Maps the Post image can get cut off. You might have to test a few Post image sizes to make sure it’s sized appropriately for Maps and the Knowledge Panel on desktop and mobile devices.
Want to have even MORE fun and potentially help your local SEO? Try adding relevant emojis to your Post. Google is beginning to index emoji-relevant search results. (In fact, you can now search Google by “tweeting” an emoji at it!) Additionally, people — especially younger people — are beginning to search (typically on their mobile devices) with emojis! So if a person is searching for “[pizza emoji] + nearby” and you own a local pizza restaurant and use the [pizza emoji] somewhere on your Google My Business listing — like in a Post with a special offer on a pizza order — you might have an SEO edge over the other pizzeria competitors in your city.
Not sure how to add emojis? If you’re using a Windows computer, you can add emojis by pressing the Windows key + the “.” OR “;” key at the same time on your keyboard. The emoji list of characters will appear and you can select the emoji you’d like to include (but don’t get carried away — one emoji is enough):
Google My Business online reviews
Unlike Yelp, which vehemently discourages business owners to ask their customers for reviews, Google encourages business owners to ethically ask their customers or clients for online reviews. (Yelp takes it to the extreme, in my opinion.) Online reviews appear next to your listing in Google Maps and your business’ Knowledge Panel in search results. Online reviews can help your business stand out among a sea of search results.
Additionally, online reviews are known to impact search result rankings, consumer trust, and click-through rates. According to BrightLocal’s 2017 Consumer Review Survey:
- 97% of consumers read online reviews for local businesses in 2017, with 12% looking for a local business online every day
- 85% of consumers trust online reviews as much as personal recommendations
- Positive reviews make 73% of consumers trust a local business more
- 49% of consumers need at least a four-star rating before they choose to use a business
- Responding to reviews is more important than ever, with 30% naming this as key when judging local businesses
- 68% of consumers left a local business review when asked — with 74% having been asked for their feedback
- 79% of consumers have read a fake review in the last year
If you follow Google’s guidelines for Google My Business reviews, you can ask your customers for reviews. (However, if you violate any of these policies, your reviews could be removed.)
Recently Google made some changes to their review guidelines. They have now changed it so that current and/or former employees can’t leave reviews. For business owners this is great news because it means that disgruntled and ex-employees with a grudge can no longer post bad reviews. Here is the new section that deals with Conflict of Interest:
Additionally, Google made some changes with regard to reputation marketing software. Reputation marketing software can help filter out people who were planning on leaving negative reviews so that they aren’t given the opportunity to leave that bad review online. (This is sometimes referred to as “review gating.”) Google wants to prevent that practice, so on April 12, 2018, Google updated their review policy to include information on this. In general, you don’t want to “Discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”
Also, whatever you do, do not offer a bribe in exchange for a review. Not only does it go against Google’s terms, it goes against the laws of reviews in general: do you really want to bribe someone to leave you a good review — or do you want to earn it?
When customers leave reviews for you — good or bad — make sure you respond to them. Not only does it show that customer that you appreciate their feedback, it also shows potential customers that you care.
So what happens if you get a negative review? First, don’t freak out. Everybody has a bad day and most people recognize that. Also, if you have a troll that gave you a one-star review and left a nasty comment, most people with common sense recognize that review for what it is. It’s generally not worth stressing over.
TIP: Asking someone to leave a review on Google is very cumbersome. To give your customers a direct link to your Google My Business listing so they can leave a review online for you, read and follow the directions in this post on How to Create a Direct Review Link to Your Google My Business Listing.
To learn more about strategically getting more online reviews, check out this article from Moz.
Photos and videos
The Internet used to be all about text and information, but more and more the visual appeal of the Internet is what grabs people’s attention — and that means photos and videos. Videos are so hot that you don’t even need sound. Studies show that as much as 85% of Facebook videos are viewed with the sound off.
However, many business owners are still under the misperception that to get into videos (or even photography) you have to hire a professional video production company or studio. Not true. Some of the best photos and videos are done on the fly — and with a smartphone!
Adding photos of your business is a great way to humanize your brand and let your customers get a “behind-the-scenes” look at what your company is all about… AND your customers can post photos on your Google My Business listing, too! (Surprise!)
Get more out of your GMB listing
Google is always looking at the engagement searchers and you, as the owner, are having with your Google My Business listing. The more interaction, the better your chances of ranking higher in the local three-pack and organic rankings in general. That means you need to keep optimizing your Google My Business listing.
As new features come out, plan on using them to keep your GMB listing fully optimized.
TECHIE TIP: If you’re managing multiple listings or franchises, you can use Google’s API v4.1 to more easily add Google My Business descriptions and Offer Posts. And if you’re really techie, you can even add “customer media endpoints” that allow users to retrieve photos and videos uploaded by customers at their business (normally GMB users aren’t notified of photo and video uploads).
Google has even introduced a new notification that alerts users who have opted in to receive alerts about newly posted media on their Google My Business Locations. Wow! (If you have someone on your team that can code, you’re at an advantage!)
Hopefully these features have given you a new reason to login to your Google My Business account and get busy! If you have any other questions about optimizing your GMB listing, please reach out.