Digital Marketing

How to Use Google My Business for Local SEO Success

Google My Business (GMB) is one of the most effective tools for businesses looking to improve their local SEO. It’s a free tool from Google that helps you manage how your business appears in local search results. By optimizing your GMB profile, you increase the chances of being found by potential customers in your area. Here’s how to make the most of it.

1. Claim and Verify Your Business

The first step is to claim your business on Google. If you haven't already, head over to Google My Business and search for your business name. If it appears, claim it. If not, you’ll need to create a new listing.

Once you’ve claimed your business, verify it. Google usually sends a postcard to your business address with a verification code. Enter that code into your GMB account to confirm you are the owner. This step is essential for your business to appear in local search results.

2. Fill Out Every Section

A complete profile increases your chances of ranking well. Google rewards businesses with accurate, thorough profiles. Here’s what to fill out:

Business Name: Use your real business name. Don’t try to game the system by adding keywords or location names here.
Address: Make sure your address is correct and consistent with other online listings. If you don’t have a physical location, you can still use GMB to list your service area.
Phone Number: Include a local phone number, not an 800-number. Local numbers boost local credibility.
Website: Link directly to your website or a relevant page.
Business Hours: Always keep these up to date, especially if your hours change for holidays or special events.
Business Categories: Choose the most accurate category for your business. You can select a primary and secondary category.
Attributes: Add relevant attributes like "wheelchair accessible" or "free Wi-Fi," which can be helpful for certain customers.

The more details you include, the better your chances of showing up in relevant searches.

3. Add Photos and Videos

Visual content makes your business more attractive to potential customers. Google My Business lets you upload photos and videos to showcase your business. The more you add, the better.

Profile Photos: Use a high-quality image that clearly represents your business. This could be your logo or a shot of your storefront.
Cover Photos: Pick a cover photo that highlights your business. This is the first thing people will see when they visit your GMB profile.
Additional Photos: Add images of your products, services, or any events. This gives a more personal and engaging view of your business.
Videos: Adding short videos (under 30 seconds) gives customers a quick view of your services or a behind-the-scenes look.

Google prioritizes businesses with photos, so make sure you regularly update them.

4. Collect and Respond to Reviews

Customer reviews are critical for local SEO. Google values reviews, and they help increase your business's credibility. Here's how you can take advantage of this feature:

Ask for Reviews: Encourage happy customers to leave reviews. Make it easy by sending them a direct link to your review page.
Respond to Reviews: Whether positive or negative, always respond to reviews. Thank customers for their feedback and address any complaints calmly. It shows that you care about your customers and their experience.
Handle Negative Reviews: Don’t ignore bad reviews. A thoughtful, professional response can turn a negative situation into a positive one.

Google values active engagement with reviews. The more reviews you have, the better your chances of ranking higher in local search results.

5. Use Posts to Share Updates

Google My Business lets you post updates directly to your profile. These posts appear in local search results and can highlight special offers, new products, or events. Regularly update your GMB profile with:

Special Offers: Share discounts, sales, or promotions. This gives customers an incentive to visit your business.
Events: If you have an upcoming event, post about it. It keeps customers in the loop.
News and Updates: Share any relevant business news or changes in hours or services.

These posts help keep your profile fresh and engaging, which can improve your local SEO.

6. Track Insights and Use Analytics

Google My Business provides valuable insights that can help you optimize your profile. Under the "Insights" section, you can see how customers are interacting with your listing. Pay attention to:

How customers find you: Are they searching directly for your business or discovering it through a Google search? This will tell you if your GMB listing is being found organically.
Customer actions: What do customers do after finding your listing? Are they calling your business, visiting your website, or requesting directions? This data helps you understand what’s driving traffic.
Search Queries: Google shows you the search terms that led customers to your business. If certain keywords are working well, consider incorporating them into your business description and posts.

By analyzing these insights, you can tweak your profile to improve local SEO further.

7. Keep Information Consistent Across the Web

Consistency is key when it comes to local SEO. Ensure your business name, address, and phone number (NAP) are consistent across the web. Inconsistent information can confuse search engines and hurt your rankings.

Make sure your NAP is the same on:

Your website
Social media profiles
Online directories (Yelp, Yellow Pages, etc.)
Other local listings

Google trusts consistent information, and when your details match across various platforms, it boosts your SEO efforts.

8. Use the Q&A Section Wisely

The Questions & Answers section of Google My Business is another useful tool for local SEO. Customers can ask questions directly on your GMB profile, and you can answer them. Here’s how to use it effectively:

Monitor for Questions: Check the Q&A section regularly to answer any customer inquiries.
Ask and Answer: If there aren’t many questions, you can post some of the common questions yourself and answer them. This helps other customers and shows your business is active.
Provide Detailed Answers: Always give clear, helpful answers. If possible, direct customers to resources on your website or other places where they can find more information.

A well-managed Q&A section improves your profile’s relevance and authority.

9. Enable Messaging

Google My Business allows customers to message you directly through the platform. This can be a valuable feature for engaging with customers in real-time.

To enable messaging:

Go to your GMB account.
Click on "Messages" and turn it on.
Install the Google My Business app to receive notifications and reply to messages quickly.

When you respond promptly to messages, it shows that you are attentive and available, which can help build trust and improve customer satisfaction.

10. Regularly Update Your Profile

Google rewards businesses that keep their GMB profile up-to-date. Make sure you:

Update business hours: Always change your hours if they vary, especially during holidays.
Post regularly: Share fresh content about products, promotions, or events.
Keep photos current: Add new images to reflect your business’ changes or seasonal promotions.
Review your description: Keep your business description relevant and accurate.

An active, regularly updated GMB profile boosts local SEO and keeps your business top of mind for potential customers.

Final Thoughts

Using Google My Business effectively is an essential part of a local SEO strategy. It’s a simple, free tool that offers a big return on investment when optimized correctly. By claiming and verifying your business, filling out your profile completely, and staying active with reviews, posts, and updates, you can significantly improve your visibility in local search results. Keep your profile up to date, and engage with your customers regularly to keep them coming back and help your business grow.

How to Use Google My Business for Local SEO Success