2 Google My Business Support to excel in Local Search
Professional Google My Business support could be the most crucial element of your local Search strategy. If you care about footfall you need to have a strategy for Local Search, and that starts with Google My Business. A Google My Business account is never finished nor fully optimised. You will always need to update the information displayed on it, and respond to customer suggestions, questions and feedback. In order to do so effectively, we recommend you create a centrally managed account. Central management for control and data collection, but you where possible, locally updated.
Manage your Google My Business account
But let us start at the beginning. Google My Business is a free tool to help you manage manage your presence on Google Maps. By confirming and actively managing your details, your listings are a lot more likely to be shown against discovery queries. Local Search is relevant for both Google Search and Google Maps.
Managing Google My Business well will create more impressions of your listing, more click throughs to your website, more direction requests and more calls. Depending on the market and the amount of category competitors that claimed and actively managed their listing, it would vary. But I have never seen it less than three fold, or more than eight fold when looking at country averages.
Anyone interested in making sure consumers find their way to their business premises should manage their Google My Business account proactively. You should respond to comments. You should enable “Reserve with Google” on your listings. And have you told Google what products and or services you offer at your location(s)?
Manage your listing on Google My Business
Have a look at the below Local Search query for a “pub near me”. There are dozens of pubs in the city center and Google choses to display a specific pub on top.
Well – this pub has actually done everything they can to ensure they have all the relevant information a Google Maps user could need.
As a result of inputting all this information, Google rightly concludes that serving this listing will lead to the best user experience.
What if I have multiple locations?
No need to panic. Set up a centrally managed account via either of the following steps
- Bulk upload your locations in one go.
- Use a manager gMail account (myGMB@gmail.com) per individual listing so they all add up to one single sign-in.
- Make location groups to give individuals access to subsets of your locations.
After setting up a centrally managed GMB account, you will get unique insights into how consumers find you, where they are when they find you, and how they choose to interact with you. Use the Google My Business API to extract data and interpret that data at group level. Using these insights to influence marketing decisions and actions will support your business KPIs.
For example, if you sells items offline you are likely to be interested in measuring the number of visits that your advertising generated. While, some other advertisers may want to measure how many calls their Google Ads drove. With ninety percent of commerce happening offline, if you do not drive for offline results (as well as online) you are very likely not getting the most from your marketing investment.
How can we help?
We have helped some of the largest businesses out there to structure and manage their presence on Google My Business. Once Google My Business is done, we expand to other platforms. Apple Maps, TomTom, Here, TripAdvisor and other platforms that could be relevant for your sector. We offer a free assessment of your Google My Business account. Please leave your detail in our contact form and we will reach out asap.