In today's digital age, optimizing your online presence is crucial for the success of any business. One of the most effective tools for achieving this is Google My Business (GMB), a free platform provided by Google that allows businesses to manage their online presence across the search engine, including search and maps. In this article, we’ll show you how to optimize your Google My Business page to increase your local search visibility, and provide you with real-life examples of companies that have done it successfully.
Why Optimize Your Google My Business Page?
Before we dive into the specifics of optimizing your Google My Business page, let's first discuss why it's important. Having a complete and accurate Google My Business listing can improve your local search rankings, making it easier for potential customers to find your business online. According to a recent study by BrightLocal, businesses with complete listings are 70% more likely to attract location visits from customers.
Furthermore, given that 46% of all Google searches are local, having a strong local search presence can be a significant advantage for your business. In fact, a study by Google found that 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase.
Optimizing your Google My Business page can also help you stand out from competitors. A well-optimized listing can feature high-quality photos, videos, and reviews, which can capture the attention of potential customers. With Google’s recent “Google Guaranteed” feature, businesses can earn a badge that demonstrates to customers they’ve been vetted and backed by Google, providing customers with a strong trust signal.
Now that we understand the importance of optimizing your Google My Business page, let's take a look at the steps you can take to maximize your local search visibility.
Step 1: Claim and Verify Your Listing
The first step in optimizing your Google My Business page is to claim and verify your listing. To do this, you need to create a Google account, search for your business on Google, and claim or create a listing. Google will usually send a postcard with a verification code to the physical address listed on your business profile. Once you receive the code, you can enter it into your Google My Business dashboard to verify your listing.
It’s important to note that you must have a physical location to claim and verify your Google My Business listing. If your business is entirely online or mobile, you may not be eligible for a listing.
Step 2: Optimize Your Business Information
After claiming and verifying your listing, the next step is to optimize your business information. This includes filling out accurate and consistent information across all your online profiles, such as your business name, address, phone number, website, and category. Adding attributes to your listing, such as Wi-Fi availability or outdoor seating, can also be helpful.
Completing your information as accurately and completely as possible can help ensure that your listing appears in relevant searches and that potential customers can find the information they need about your business.
Step 3: Utilize Google My Business Features
Google My Business offers several features that can help you optimize your listing, such as:
Posts: You can create posts that appear in your listing and share information about your business, such as promotions or events.
Reviews: Encourage customers to leave reviews on your listing, and respond to them to demonstrate your engagement and dedication to customer service.
Messaging: You can enable messaging on your listing to communicate directly with potential customers.
Insights: Utilize the insights feature to gain data about how customers are finding and interacting with your listing. This information can be used to further optimize your listing and make informed decisions about your marketing strategy.
Additionally, Google My Business now offers a new feature called Google Guaranteed, which allows businesses to earn a badge that shows they’ve been vetted and backed by Google. This feature provides customers with an added level of trust and assurance, and can help your business stand out from competitors.
Step 4: Add High-Quality Photos and Videos
Adding high-quality photos and videos to your Google My Business listing can be a game-changer. According to Google, businesses with photos on their listings receive 42% more requests for directions and 35% more clicks through to their website than those without photos. Furthermore, photos and videos can help potential customers get a better sense of your business and what you have to offer.
When adding photos and videos to your listing, be sure to follow Google's guidelines for formatting and size. It’s also important to ensure that your photos are high-quality, clear, and visually appealing. Adding captions and descriptions to your photos can also be helpful in providing context and information to potential customers.
Step 5: Encourage Customer Reviews
Encouraging customer reviews is an essential part of optimizing your Google My Business page. Positive reviews can boost your local search rankings and provide social proof to potential customers. According to BrightLocal, 92% of customers read online reviews, and 88% of customers trust online reviews as much as personal recommendations.
To encourage reviews, make it easy for customers to leave them by providing a direct link to your Google My Business listing. You can also encourage reviews by offering incentives, such as discounts or freebies, to customers who leave reviews.
It’s important to note that you should never buy or fake reviews. Google has strict guidelines on review policies, and violating them can result in penalties or even the removal of your listing.
Step 6: Monitor and Respond to Customer Feedback
Monitoring and responding to customer feedback is another critical component of optimizing your Google My Business page. Responding to customer reviews, both positive and negative, shows that you’re engaged and dedicated to providing excellent customer service.
When responding to reviews, be sure to keep your tone professional and positive, and thank customers for their feedback. If a customer has a negative experience, try to resolve the issue promptly and publicly, demonstrating your commitment to customer satisfaction.
Monitoring customer feedback can also provide valuable insights into how you can improve your business and customer experience.
Let’s Look at Some Brand Examples
Now that we’ve covered the steps to optimizing your Google My Business page, let's take a look at some real-life examples of businesses that have done it successfully.
Dr. Dental
Dr. Dental is a dental clinic with multiple locations throughout New England. By optimizing their Google My Business listings, they were able to increase their local search visibility and attract more customers.
Some of the strategies they used include adding high-quality photos, encouraging customer reviews, and utilizing Google My Business features such as posts and messaging. They also made sure their business information was accurate and consistent across all their online profiles.
As a result of their efforts, Dr. Dental saw a 58% increase in phone calls and a 125% increase in direction requests.
Domino's Pizza
Domino's Pizza is a global pizza chain with thousands of locations worldwide. By optimizing their Google My Business listings, they were able to increase their local search visibility and drive more traffic to their website.
Some of the strategies they used include adding high-quality photos and videos, encouraging customer reviews, and utilizing Google My Business features such as posts and messaging. They also made sure their business information was accurate and consistent across all their online profiles.
As a result of their efforts, Domino's Pizza saw a 9.5% increase in clicks to their website anda 6.8% increase in calls to their stores.
The Barn at Allen Acres
The Barn at Allen Acres is a wedding and event venue located in Rock Falls, Illinois. By optimizing their Google My Business listing, they were able to increase their local search visibility and attract more customers.
Some of the strategies they used include adding high-quality photos and videos, encouraging customer reviews, and utilizing Google My Business features such as posts and messaging. They also made sure their business information was accurate and consistent across all their online profiles.
As a result of their efforts, The Barn at Allen Acres saw a 400% increase in calls and a 300% increase in website visits.
Additional Tips and Best Practices
Now that we’ve covered the steps to optimizing your Google My Business page and seen some real-life examples, let's take a look at some additional tips and best practices to help you make the most of your listing.
Keep Your Information Up-to-Date
Keeping your business information up-to-date is crucial for maintaining the accuracy and credibility of your listing. If your business information changes, be sure to update it promptly on your Google My Business listing and across all your online profiles.
Use Google My Business Insights
Google My Business Insights provides valuable data on how customers are interacting with your listing, such as how many views your listing gets, where customers are coming from, and what actions they’re taking. Use this data to inform your marketing strategy and make informed decisions about how to optimize your listing.
Respond to Customer Inquiries Quickly
Responding to customer inquiries quickly can help build trust and establish a positive reputation for your business. Be sure to respond promptly to messages and questions on your Google My Business listing, and consider setting up messaging to make it even easier for customers to get in touch.
Consider Using Google Ads
While optimizing your Google My Business listing can help improve your local search rankings and visibility, using Google Ads can further boost your online presence and drive more traffic to your website. Consider using Google Ads in conjunction with your Google My Business listing to maximize your reach and drive more conversions.
Optimizing your Google My Business page is an essential part of any local marketing strategy. By following the steps outlined in this article and utilizing best practices, you can improve your local search rankings, attract more customers, and establish a strong online presence for your business.
Remember to keep your information up-to-date, add high-quality photos and videos, encourage customer reviews, and monitor and respond to customer feedback. By doing so, you’ll be well on your way to success on Google My Business.