Anyone, any drone, or any automated list generator can add a “business profile” to Google Maps with a validated name, location and category. Google My Business (GMB) is the main tool to manage and fully detail a business profile. Articles have cited that more than half of local business owners have failed to claim their GMB listing. This is a mistake because local search is huge and growing. Why claim and actively update your GMB listing? 

 It is free 

  • A well-executed Google My Business property improves local SEO  
  • GMB is another opportunity to engage with customers 
  • Easily update contact information, events, hours, products or services 
  • Be discoverable via your brand name, solutions provided, and local address 
  • Better understand how consumers find you and what problems they research 
  • Boost confidence by garnering informative reviews 
  • Integrate search activity on Google to your website and social properties 

 Local SEO 

If you are not convinced about the importance of local SEO, consider: 

  • 46% of all searches have local intent 
  • 88% of searches for local businesses on mobile either call or visit the business within 24 hours 
  • “Near me” type searches grew by more than 900% from 2016 to 2018 
  • By 2021, mobile devices will influence more than $1.4 trillion in local sales 

 We could reference scores of additional stats from numerous other sites. The main takeaway is consumers increasingly find it useful to find information from the Internet via their smartphones. Not you, you say?  

 Suppose you’ve been happily using the same hairdresser for the past decade. What happens if: 

  • She moves out-of-state? 
  • You have a bad experience?  
  • You are out of town for an extended period? 
  • You urgently need an appointment but can’t get one?  

 Might you pull out your phone and conduct a voice query of “hairdresser near me?” Of the options resulting from that search, would you prioritize the listings on Google with more pictures, higher reviews, similar clientele or specific products you value? If you wouldn’t do these things, can you appreciate that an increasing number of consumers might? Next time you do a Google search, notice the “local 3-pack.” A more complete Google My Business listing increases the likelihood of getting included in the 3-pack or the expanded top 20 local listing that is invoked by clicking the call-to-action button “View all.“ 

 

Engage & Inform 

Posting your hours of operation, phone number and address is a starting point. Enabling appointments to be made or direct messaging takes your accessibility to another level. Responding to reviews, both good and bad, demonstrates that your business is attentive, transparent, and committed to improving. Alerting customers of changed services or new protocols such as “curbside pickup” or “mask needed for entry” reduces confusion and may attract new prospects. If your firm has to deliver bad news, managing expectations often results in better customer service. 

Gain Insights & Be Discovered 

How many times was your business displayed on search and maps? How many searches invoked your business? What were the terms used by Internet surfers that rendered your Google My Business listing? Were the terms branded, direct or discovery? Do you appreciate the difference between the three types of terms and how they are important to your company? In the Art of War, Sun Tzu said: 

“With many calculations, one can win; with few one cannot. How much less chance of victory has one who makes none at all!” 

 What if your address lacked your suite #? What if you found out there were high search volume terms that you ranked for but did not earn any clicks? What if there were services you provided but had no visibility for them? Are there more potential customers out there who search for your firm’s name, say Dumas & Dumas, or for what you do as say, “personal injury attorney?” Would it make sense to change the content on your GMB listing and incorporate keywords used as part of your prospects’ discovery journey? For more advanced users, customizing your UTM parameters would capture additional insights on your Google Analytics. 

 Garner Reviews & Coordinate Your Web Presence 

When you begin to appreciate how customers attempt to find solutions to their problems, you can better anticipate the questions they are asking and the places they are looking. You should then position your content accordingly so that your inbound marketing answers these questions, shares case studies, provides testimonials and displays trust factors. If prospects discover your business through GMB, they might call you or visit your website to begin the evaluation process. That consideration tilts slightly more favorably if they can read glowing commendations from past customers and consume content that is relevant and authoritative.  

Getting Started 

To get a Google My Business account, go to google.com/business and click “Manage now.” Follow the instructions for creating an account or claiming a property. A GMB profile lends credibility to a small business and allows easy updates about important summary information.  

If you are able to earn many 5-star ratings, especially ones with detailed descriptions of your services, know that positive reviews result in trust for 73% of consumers. Routinely post updates, promotions, or photos (and encourage your customers to do so as well); signal to prospects that your firm is engaged and engaging. The search engines reward interaction and recency. If there’s seasonality in your industry, do rotate your keywords, categorization or description accordingly. While Bing has lower search engine market share, you will be well served by claiming your business listing there as well and keeping it current. 

 More and more people are searching online for a business like yours. To ignore them is a mistake. To have inaccurate information leads to bad customer experiences. To fail to advise about a recent, but important update, is a lost opportunity. Since local marketing is limited by targeting people in a small geographical location, it is important to maximize conversion; GMB can help improve on the quantity and quality of traffic to your website or social media properties, other great tools for local businesses to connect to local customers. Digital marketing can connect with your prospects, communicate with your customers, and unify your messaging among your staff. At WSI Vital Marketing, we are always happy to discuss additional strategies that will help business better convey their value proposition and increase online lead generation.