What is Google My Business?

Google My Business (GMB), now part of Google Business Profile, is a free tool that allows businesses to manage their online presence across Google, including search results and Google Maps. An optimized GMB profile helps businesses connect with potential customers and share important information such as hours, location, and services.

Why is Optimizing Your GMB Profile Important?

• Increased Visibility: Optimized profiles rank higher in local searches, driving more foot traffic and leads.
• Improved SEO: A fully optimized profile improves your local SEO, helping your business appear in the coveted “Local Pack.”
• Customer Engagement: Engaging with customers through reviews, Q&A, and posts can boost trust and brand loyalty.
• Credibility: A complete and active GMB profile makes your business appear more legitimate and trustworthy.

How to Set Up and Optimize Your Google My Business Profile

1. Claim and Verify Your Business

Claiming and verifying your GMB profile is the first step. Visit the Google My Business website and follow the prompts to claim your business. Verification is typically done via postcard, email, or phone.

2. Provide Complete and Accurate Information

Make sure to fill out every section of your profile. Google prioritizes profiles with complete information. Include:

• Business Name: Use the exact name as it appears on signage or official documents.
• Address: Ensure your address is correct and matches other online directories.
• Phone Number: Use a local number and make sure it’s active and reachable.
• Website: Link to your official website.
• Business Category: Choose the most relevant category to your business.
• Hours of Operation: Keep these updated, especially during holidays.

3. Add High-Quality Photos

Businesses with photos receive 42% more requests for directions on Google Maps and 35% more clicks to their websites. Add the following types of photos:

• Logo and Cover Photo: These represent your brand identity.
• Exterior Photos: Show customers what your location looks like from the outside.
• Interior Photos: Give a sense of the ambiance and layout.
• Product Photos: Highlight your offerings, whether it’s food, retail items, or services.
• Team Photos: Showcase the people behind your business to build trust.

4. Write a Compelling Business Description

Your business description appears under the “About” section. Use up to 750 characters to describe your business, including keywords that potential customers might use to find you. Focus on what makes your business unique and valuable.

5. Keep Your Profile Updated

Ensure your business information is always current. Regularly update:

• Hours of Operation: Reflect changes due to holidays or special events.
• New Services or Products: Add them to your profile as they become available.
• Temporary Closures: Notify customers if your business is closed for renovations or other reasons.

6. Use Google Posts

Google Posts allow you to share updates, offers, or events directly on your profile. Each post remains visible for seven days. Examples of effective posts include:

• Promotions and Discounts
• Upcoming Events
• Announcements for new products or services

Engaging with Customers Through Google My Business

1. Manage and Respond to Reviews

Reviews play a significant role in your profile’s credibility. According to a study, 93% of customers read online reviews before choosing a local business. To optimize this:

• Respond to all reviews, whether positive or negative.
• Thank customers for positive reviews and address any issues in negative reviews professionally.

2. Answer Customer Questions

The Q&A section of your GMB profile allows customers to ask questions about your business. Be proactive in providing clear and accurate answers to build trust and confidence.

3. Enable Messaging

GMB messaging allows customers to contact you directly through your profile. Set up messaging in your GMB dashboard and respond promptly to inquiries.

Optimizing Your GMB for Local SEO

Local SEO is crucial for attracting nearby customers. Here’s how to enhance your profile for better rankings:

• Ensure Consistent NAP (Name, Address, Phone Number): Your NAP information should match exactly across all directories.
• Use Keywords Strategically: Include relevant keywords in your business description and Google Posts.
• Encourage Customer Reviews: Positive reviews improve your ranking in local search results.
• Leverage Attributes: Use GMB attributes to highlight specific features, such as “wheelchair accessible” or “pet-friendly.”
• Link to Local Content: Ensure your website has localized content, such as blog posts or landing pages targeting nearby customers.

Tracking Performance Through GMB Insights

Google My Business provides analytics tools under the “Insights” section. Use these to measure your profile’s performance:

• Search Queries: Identify the keywords customers use to find your business.
• Customer Actions: Track clicks, calls, and direction requests.
• Photo Views: Measure engagement with your uploaded photos.
• Popular Times: Determine peak hours to optimize your staffing or marketing efforts.

Common Mistakes to Avoid

• Inconsistent or Incorrect Information: Ensure your profile matches other online directories.
• Neglecting Reviews: Failing to respond to reviews can damage customer trust.
• Ignoring GMB Insights: Analytics help you refine your strategy—don’t overlook them.
• Overlooking Photos: Profiles with images get significantly more engagement.