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How to optimise Google My Business to grow your online presence locally

How to optimise Google My Business to grow your online presence locally

The standard has been set and people want answers to their questions and solutions to their problems with a click of a button. Consumers’ expectations are becoming increasingly demanding and their patience is decreasing.  

Google My Business (GMB) supports business owners In gaining control of their online presence, while delivering searchers with the key top line information of a business instantly. This saves the consumer time by not having to troll through websites for addresses or contact numbers. 

However to grow your online presence and to increase your customer base, it is not as simple as just creating a GMB profile and leaving it to handle itself. You need to optimise it ensuring that you are making the most effective use of the resource that only 56% of local retailers are exploiting. This representation of a little over half of business owners is surprising when we consider that 46% of all google searches are local.  

So, how do you optimise your GMB profile?

1.Your profile needs to be complete and up to date 

Firstly, let’s start with the obvious. You need to ensure that all of the basics are covered – Name, Address and Phone Number (NAP). Then, your business profile needs to be fully packed with all of the relevant information possible. Don’t leave searchers unfulfilled or looking for more. This is their first impression of your business and every element counts. All information that you put into your business profile will be indexed by Google and will aid your local SEO campaigns. 

Top Tips;  

  • Offer multiple contact options 

Telephone is not the only way for your customers to contact you and it’s not always the preferred method – 58% of consumers indicated they would view a business more positively if they offered SMS capabilities.   

It is easy to segregate a section of the market by not including one of these alternatives, so consider all options carefully. Not all of the options may be appropriate for your business, so tailor it to your audience. 

  • Utilise photos 

There is no limit to the amount of photos you can have on GMB, so take full advantage of it. Google reported that businesses with photos receive 42% more requests for driving directions and a 35% higher click-through. Ensure that the photos you are uploading are realistic and good quality. Poor quality and unappealing photos discourage business. Photos of the products you sell, your workspace and your store front are informative and will provide value to potential customers.  

  • Set up call to actions 

Including call to actions in your business profile motivates customers to make a purchase or book a table at your restaurant. It can drastically improve lead times and by allowing instant purchases/ bookings minimises the opportunity for customers to forget their intentions or visit competitors. Everything they need to make a purchase/booking is in front of them. 

2. Respond to reviews – Good or Bad 

93% of local consumers use reviews to determine if a local business is good or bad. Consumers will always be influenced by what people are saying about you, which is why it is imperative to respond to reviews to create a two way conversation. Thank people for their positive feedback and address any negative feedback, which will discourage any belief that their opinions are ignored. Consumers want to see that you are proactive and attentive to their needs. It’s important to note that 38% of people want not only a response, but a resolution to a complaint within a day and 30.3% of people expect it in 3 days. 

Recognising positive reviews also encourages repeat purchases as it builds good relationships and increases customer loyalty. Give them a reason to choose you over a competitor. 

3.List all of the products and services you offer  

Listing all of the products or services that your business provides increases the likelihood that you will appear when people search keywords within your target location. Your business listing will appear with a tag saying ‘Sold here’, instantly notifying them that you can provide a solution to their problem. Make sure that you have used sufficient keywords when listing the products you sell. Be succinct and on trend with the terms used by consumers in your industry. 

4.Special offers  

When customers search for your business they can see your latest news and offers, so include any promotions or discounts you are running and keep them up to date. Daily offers and seasonal offers encourages repeat customers leading to a higher retention rate. A 5% increase in customer retention rates can increase company revenue by over 25% because retained customers often buy more and spend more than new customers. This is because they’ve learned the value of your products or services and keep coming back, again and again. 

5.Make sure your website is mobile friendly  

61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. This statistic alone highlights the importance of not only linking your website to your Google My Business profile, but to make sure that your site is mobile friendly. If you don’t have a website (which a lot of smaller local businesses do not) take full advantage of the website creator that Google My Business provides. This is mobile friendly and will maximise your exposure to these mobile searchers as 28% of searches for something locally result in a purchase. 

Conclusion 

Growing your online presence is the key to reaching a greater portion of your target audience. They are looking for you and your products so make yourself visible to them and increase your chances of lead generation and conversion.  

Still need more tips on how to optimise your GMB profile or want help with your local SEO campaign? 


Want to grow your digital presence locally?

Contact us and a team member will get back to you shortly! 


Jack Kennedy

Jack is the founder of Invanity marketing and has worked in digital marketing since the age of 17. Having been involved in both the client-side and the agency side of the process he is building Invanity with a vision of creating a marketing agency that truly delivers on the results it has promised.

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