Optimize Google My Business

Verify Your Listing

Verification is crucial for your Google My Business profile and it can be a real headache when you run into issues that prevent your listing from going live or being updated. Without it, your business won’t appear in local search results, significantly reducing your visibility. Verifying your listing proves to Google and your customers that your business is legitimate and trustworthy. It also prevents unauthorized changes to your business information.

 

Once verified, you gain access to valuable features:

 

• Insights into how customers interact with your business.
• The ability to keep customers up to date with services, hours, accessability and new events via posts. 
• Bookings, reservations, directions, website visits and phone calls directly from your listing.
• Customer reviews to build trust and the ability to respond to those reviews. 

Verification is the first step in harnessing the full potential of your GMB profile, making it an essential task for any local business aiming to improve its online presence and attract new customers and keep them coming back.

 

 

First Steps

Verifying your Google My Business listing can be a straightforward process. First, sign in to Google My Business and Google will walk you through the initial set up process. Google typically offers several verification methods: postcard, phone, email, instant verification, and bulk verification.

 

 

For most businesses, postcard verification is the default option. Google will send a postcard with a verification code to your business address. Once you receive it, log back into your GMB account and enter the code.

 

 

If phone or email verification is available, follow the prompts to receive a code via your chosen method and enter it in your GMB profile. Instant verification is an option if you’ve already verified your business with Google Search Console. After verification, your business information will be eligible to appear in Google Search and Maps, significantly boosting your local SEO efforts.

 

 

Troubleshooting Issues

Occasionally, you might encounter issues during the verification process. If your postcard doesn’t arrive within 14 days, request a new one through your GMB dashboard. Ensure your business address is accurate and formatted correctly to avoid delays. We know this is frustrating, but there’s not a lot of workaround here. Before submitting information it should bring up that same feeling of leaving your oven on when leaving the house. Run back in, double check, then check again and finally sit back and relax. 

 

If phone or email verification options aren’t available, it could be due to your business category or other specific factors determined by Google. In such cases, stick with the postcard method. For instant verification issues, double-check that your Google Search Console account matches your GMB account details. If problems persist, contact Google My Business support for assistance. Getting someone on the other end of the line can be tough, but stay persistent and know that the end result is worth it. 

 

Providing accurate, consistent information across your GMB profile and other online listings can also help mitigate verification issues. We’ll be getting into your NAP data down soon, but keeping your information consistent helps establish trust from the search engine’s perspective.

 

Addressing these challenges promptly ensures your business gains the full benefits of a verified listing, improving local search results visibility and customer engagement.

 

Optimizing Business Information

Accurate Business Details

You’re verified and have now made it to the local SEO starting line!

 

Getting your information entered in correctly the first time is crucial and saves so many headaches down the line.

 

Providing accurate business details on your Google My Business profile is essential for local SEO success. Ensure your business name, address, and phone number (NAP) are consistent across all online platforms. Inconsistencies can confuse search engines, lessen trust in your business information and frustrate potential customers, reducing your visibility in local search results. At the end of the day, Google and other search engines, want to show users relevant and trustworthy information.

 

Having your information consistent and organized is the bare minumum to presenting that trust. 

 

Regularly update your business hours, including special holiday hours, to keep customers informed. Include a detailed business description that incorporates relevant keywords (keep it natural), describing your services and unique selling points. This helps Google understand your business better and match it to relevant search queries.

 

Also, choose appropriate business categories and add specific attributes like “wheelchair accessible” or “free Wi-Fi” to provide more information to potential customers. Accurate and comprehensive business details not only enhance your local SEO efforts but also build trust and credibility with your audience, encouraging more foot traffic and engagement.

 

Keeping Information Up to Date

Keeping your Google My Business information up to date is crucial for maintaining online visibility and customer trust. Regularly review and update your business hours, especially during holidays or special events, to ensure customers get accurate information. There’s nothing more frustrating than showing up to a business that said they were open only to find locked doors. 

 

Promptly update any changes to your business name, address, or phone number to maintain consistency across all platforms. Regularly check and update your business description, services, and attributes to reflect any new offerings or changes. Outdated information can also lead to customer dissatisfaction and lost opportunities.

 

Essentially, always take the opportunity to keep your audience informed and up-to-date. This is the first step to proactive review mangement! 

 

Speaking of review management, monitor customer reviews and respond to them quickly. Address any concerns and show you value customer feedback. We’ll dive into review management in another series, but staying proactive is a good first step.

 

Keeping your information current not only helps with local SEO but also enhances your credibility and reliability, making it easier for potential customers to find, choose and return to your business.

 

Utilizing Business Categories

Selecting the right business categories is essential for optimizing your Google My Business profile. Categories help Google understand what your business offers, making it easier to match your profile with relevant local search queries. There are nearly 4000 categories now and even more ways to combine them based on departments, special classifications and more. 

 

 

Don’t feel overwhelmed because most of it is fairly straight forward. You know the core of your business and Google more than likely has a category for it. 

 

 

Start by choosing a primary category that best represents your core business. Then, add secondary categories to cover additional services or products you provide. Be specific; for instance, instead of just selecting “Restaurant,” choose “Italian Restaurant” if that’s your specialty. 

 

 

Avoid overloading your profile with too many categories, as this can dilute your relevance. Regularly review and update your categories to reflect any changes in your business focus. Properly utilizing business categories not only improves your visibility in local search results but also helps potential customers find you more accurately, driving targeted traffic and increasing the likelihood of conversions. Cover your basis, but don’t frustrate potential customers by categorizing your business as something it’s not at the same time. 

 

 

Leveraging Keywords in Your GMB Profile

This is another area where you want to keep it simple. Do not stuff your description with keywords trying to get noticed or even try to play into LSI indexing. Give your customers the information they need and make sure the information is useful. Give Google the relevant information it needs for your listing, but always tailor the information so it’s the most effective and useful for your audience. This will set you up for success in the long run as well since SEO is skewing towards how users interact with content vs the content itself. 

 

 

There is some room to get detailed and  tools like Google Keyword Planner, Ahrefs, SEMrush, SpyFu, etc. can provide valuable insights into search volume and competition for various keywords. Focus on long-tail keywords that are specific to your services and location, as these are more likely to attract targeted traffic. The goal is quality over quantity here. 

 

 

For instance, instead of a generic term like “restaurant,” use “vegan restaurant in Brooklyn.” This tells your audience who you are without beating them over the head with keyword stuffing. By identifying and using relevant keywords, you can improve your visibility in local search results, making it easier for potential customers to find and choose your business.

 

 

Implementing Keywords in Descriptions

Once you have identified relevant keywords, the next step is to implement them effectively in your Google My Business profile descriptions. Start with your business description, where you can naturally incorporate primary and secondary keywords to enhance your local SEO.

 

 

For example, if you run a bakery in Seattle, phrases like “Seattle bakery” or “artisan bread in Seattle” should appear in your description. Be sure to write for humans first; your description should be engaging and informative, seamlessly integrating keywords without sounding forced.

 

 

Additionally, update your services section with detailed descriptions that include relevant keywords. This not only helps with search engine optimization but also provides potential customers with clear information about what you offer.

 

Regularly review and update your descriptions to keep them current and aligned with evolving search trends. Implementing keywords thoughtfully ensures that your profile attracts the right audience and improves your visibility in local search results.

 

 

Monitoring Keyword Performance

Monitoring keyword performance is crucial for ensuring that your Google My Business profile remains optimized and effective. It’s difficult to make good decisions without good data. Utilize Google My Business Insights to track how customers find your listing. Pay attention to the search queries that lead users to your profile and identify which keywords are driving the most traffic.

 

Additionally, tools like Google Analytics and Google Search Console can provide deeper insights into keyword performance and user behavior. Regularly review these metrics to understand trends and make data-driven decisions about keyword adjustments.

 

 

If certain keywords are underperforming, consider tweaking your descriptions or trying alternative terms. Conversely, capitalize on high-performing keywords by incorporating them more prominently across your profile.

 

 

Ongoing monitoring allows you to adapt to changing search behaviors and maintain a strong local SEO presence. By keeping an eye on keyword performance, you can ensure that your GMB profile continues to attract and engage the right audience.

 

 

Managing Customer Reviews

Encourage Positive Reviews

Encouraging positive reviews on your Google My Business profile is essential for building credibility and attracting new customers. Obviously, it starts with  providing excellent customer service, as satisfied customers are more likely to leave positive feedback. Politely request reviews from happy customers, either in person or through follow-up emails. Make it easy for them by providing direct links to your GMB review page. Incentivize reviews by offering discounts or small rewards, but ensure this complies with Google’s review policies.

 

Consistently respond to all reviews, thanking customers for positive feedback and addressing any concerns raised in negative reviews. This shows you value customer input and are committed to improving their experience. Positive reviews not only boost your local SEO but also build trust with potential customers, making them more likely to choose your business over competitors. Regularly monitoring and encouraging reviews can significantly enhance your online reputation and drive business growth.

 

 

Responding to Reviews Professionally

Responding to reviews professionally is crucial for maintaining a positive online reputation. Always acknowledge and thank customers for their feedback, whether the review is positive or negative. For positive reviews, express your gratitude and encourage repeat business. For negative reviews, address the issues raised with empathy and a willingness to resolve the problem. The follow up here is important and there should be a strategy and procedure in place to walk the walk and correct any issues you publicly claim you’ll address. 

 

 

Handling Negative Feedback

Handling negative feedback effectively is vital for maintaining a positive business reputation. A misguided response to a negative review can spiral out of control quickly. The business is not always in the wrong, the customer is not always right, but review onlookers will judge and make decisions on how reviws are managed. We’ll provide a more detailed run-down on review management, but the basics are: 

• Let them know they’re heard.
• Provide an avenue to take the conversation offline with a direct phone number to someone who can resolve their issue. 
• Respond with empathy and realize that this person, most likely, did not want to take time out of their day to make this post. 
• Follow through with getting the issue resolved. 

The last step listed is by far the most important. We’ve seen this turn negative reviews into positive reviews, but we’ve also seen businesses make empty promises and not follow through. This just pours gasoline on the fire and can lead to more headaches and distrust from an onlooking audience. 

 

 

This approach demonstrates to other potential customers that you take feedback seriously and are committed to improving customer experiences.

 

 

Furthermore, regularly review and analyze negative feedback to identify recurring issues and implement necessary changes. By handling negative feedback professionally, you can turn dissatisfied customers into loyal ones and enhance your overall business credibility and local SEO performance.

 

 

How Positive Reviews Help Grow Your Business

Positive reviews play a crucial role in growing your business by building trust and credibility among potential customers. When people see numerous positive reviews, they are more likely to choose your business over competitors. These reviews serve as social proof, demonstrating that others have had satisfactory experiences with your products or services. Additionally, positive feedback is a great signal for search engines an improves your local SEO, making your business more visible in search results and attracting more organic traffic.

 

Reviews also offer valuable insights into what your customers appreciate, allowing you to enhance those aspects of your business. Responding to positive reviews shows that you value customer feedback and are engaged with your audience, further strengthening customer relationships. Moreover, a high volume of positive reviews can help mitigate the impact of occasional negative feedback. Overall, consistently garnering and managing positive reviews can significantly boost your business’s reputation, visibility, and customer base. 

 

Enhancing Engagement with Photos and Posts

Visual content is a powerful tool for enhancing engagement on your Google My Business profile. High-quality photos and videos capture attention and make your listing more appealing to potential customers. They provide a tangible sense of what your business offers, from product images to behind-the-scenes glimpses of your operations. Visual content also helps to build trust and credibility, as customers are more likely to engage with businesses that showcase their offerings transparently.

 

Regularly updating your profile with fresh images and posts can keep your audience engaged and informed about new products, services, or events. Additionally, visual content can improve your local SEO by increasing user interactions and time spent on your listing. Engaging visuals not only attract more views but also encourage customers to visit your website or physical location, ultimately driving more business. By leveraging the importance of visual content, you can significantly enhance your online presence and customer engagement.

 

 

Best Practices for Generating Visual Content

Generating effective visual content for your Google My Business profile involves a mix of creativity and strategy. Start by using high-resolution images that accurately represent your business, products, and services. Ensure good lighting and clear focus to make your visuals stand out. Incorporate a variety of content types, such as photos of your storefront, interior, staff, and products, as well as short videos showcasing your services or customer testimonials.

 

Regularly update your visuals to keep your profile fresh and engaging. Use descriptive filenames and alt text for images to improve SEO. Encourage customers to share their own photos and tag your business, adding authenticity and a personal touch.

 

 

For posts, create eye-catching graphics and infographics to convey information quickly and effectively. Consistently following these best practices helps maintain a visually appealing GMB profile, boosting customer engagement and enhancing your local SEO efforts.

 

 

Best Practices for Posting Updates

Posting regular updates on your Google My Business profile is key to maintaining customer engagement and boosting local SEO. Start by crafting clear, concise, and relevant content that highlights new products, services, promotions, or upcoming events. Use compelling headlines to grab attention and encourage clicks. Incorporate high-quality images or videos to make your posts more visually appealing and engaging. Never forget your call to action, such as “Learn More,” “Call Now,” or “Visit Us,” to guide customers on what to do next.

 

Schedule posts consistently, whether weekly or bi-weekly, to keep your audience informed and interested. Monitor the performance of your posts through GMB Insights to understand what type of content resonates most with your audience. Additionally, respond to any comments or questions on your posts to foster customer interaction and build relationships. Following these best practices ensures your updates are effective, enhancing your profile’s visibility and customer engagement.

 

 

Utilizing GMB Features for Engagement

Google My Business offers several features that can enhance customer engagement. Utilize the Q&A section to address common customer inquiries and provide helpful information. Encourage customers to ask questions, and respond promptly to show your active involvement. Use the “Posts” feature to share updates, offers, and events regularly. High-quality, relevant posts keep your audience informed and engaged. The “Products” and “Services” sections allow you to showcase what you offer in detail, making it easier for potential customers to understand your business.

 

 

Take advantage of the “Booking” feature if applicable, enabling customers to schedule appointments directly from your GMB profile. Monitor and respond to customer reviews to build trust and demonstrate your commitment to excellent service. By effectively utilizing these GMB features, you can improve customer interaction, enhance your profile’s visibility, and drive more traffic to your business.

 

 

How Does it Benefit You When You Put it All Together

When you integrate all the elements of optimizing your Google My Business profile, the benefits are substantial. First, a verified and well-maintained GMB profile enhances your local SEO, making it easier for potential customers to find you in local search results. Accurate and up-to-date business information builds trust and credibility, encouraging more visits and interactions. Effective keyword usage improves your visibility and attracts targeted traffic.

 

Engaging visual content and regular posts keep your audience informed and interested, fostering a stronger connection with your brand. Responding to and managing customer reviews demonstrates your commitment to customer satisfaction, further enhancing your reputation.

 

Utilizing GMB features like Q&A, booking, and product listings provides additional ways for customers to engage with your business. By putting all these strategies together, you create a comprehensive and compelling GMB profile that drives more traffic, boosts customer engagement, and ultimately, grows your business.

 

 

If you made it this far congratulations! We know this one was a doozy, but GMB is usually the first impression of your business that you work so hard to build, so ensuring that it’s set up right from the start, monitored and optimized can help accellerate your growth! If you’re need of any additional help getting set up, that’s just a small part of what we do. GMB is just one part of the marathon that is local SEO, but the payoff is worth it. Reach out if your business needs a local SEO strategy and we’ll work with you to build, manage and optimize a scalable SEO strategy that grows alongside you!