Google Business Profile, or Google My Business as it was formerly known, is one of the most important listings your company could possess. It’s usually the first thing a searcher will be shown in the Search Engine Results Page (otherwise known as the SERP) when looking for your brand online.
You want the representation of your brand to be consistent across all platforms, and appearing on Google is no different. Our neighbours and client, Langan Carpets & Interiors, have consistently maintained a brand across GMB, website and social media, as well as on their signage at their showroom.
Claiming and optimising your GMB listing should be an essential part of your marketing efforts, and we’ve created a simple guide to hopefully streamline this process for you.
How do I claim my business’ Google My Business profile?
Make sure you have a valid Google account that is logged in, and start by searching for your business in Google – considering any existing listings of your business. If you locate an existing listing, you can click the link to claim the business that says, “Own this business?”.
Follow the instructions to verify your information – it usually involves receiving a code to your workplace email or via the official work phone line. Once you’re verified, you can start making changes and optimisations to your listing.
Google My Business optimisation checklist
To ease the optimisation process, we’ve made a 10-point checklist to ensure your listings are in tip top shape:
1.Ensure all information is correct. NAP consistency (Name, Address, Phone Number) is thought to be a local ranking factor, so it’s important the information on your website reflects that of the wider web.
2.Select the correct category for your business. There might be a few ways to describe your business – we chose to have our main description as Public Relations firm, but we also have Marketing Agency and Web Designer in there too. These descriptors help Google put you in front of the right people, searching for that particular service in your area.
3.Add photos and videos to your listing. Adding your logo and other business-related photos maintains brand consistency and ensures you’re easily recognisable to anyone looking for you.
4.Write a unique description to your business’ ‘about’ section. This involves a brief description of your business and services, whilst presenting an opportunity to add in vital keywords and any other information you think might be important for your clients to know.
5.Create services or add products to your listing. Adding services or products to your listing allows Google to know exactly what you offer. If you’re a divorce solicitor for example, make sure you have a juicy description for your divorce service – you can include pricing information too.
6.Treat it like your social media. You can post regular updates and offers on your GMB page, so why not add it into your social media schedule and keep your Google presence ticking over too?
7.Enable business features. Certain businesses can use additional settings, such as booking appointments, to enhance their listings and allow customers to book in with them right via the search engine.
8.Create a FAQ section. Google has its own ‘question and answer’ section that you can fill in to help answer commonly asked questions about your business. Maybe you’re a café and want to tell people you offer alternative milk options or vegan food. Or a music venue who wants to ensure people know there is a cloak room available for patrons.
9.Respond to reviews. Every review, good or bad, should be addressed. Your reviews could be the thing that sways someone to choose you over your competitor. By responding to reviews, you are showing potential clients and customers that you care about their opinions and value their time – even if it’s not the best representation of the service you offer.
10.Get more reviews. We know people care about reviews, and the more solid your review score or the higher the rating, the more likely someone is to choose you over someone with fewer reviews. You can ask current clients if they’d like to review you by crafting a kind email asking for feedback, or adding your Google My Business QR code onto your business cards for quick and easy sharing.
If you followed the steps closely, you should now have a well-rounded and optimised listing for people to look at and understand. But this is not the end of your time using GMB – you need to regularly check details are correct.
Google has a sneaky feature where people can suggest edits to your profile, and if you aren’t regularly checking, you could end up with the wrong information being listed about your business. It’s also vital to keep on top of replying to new reviews, ideally within the first week they are posted. Google helpfully sends you an email when you receive new feedback, so you can easily respond in a timely manner.
If you want to start creating content that matters, or you need help with your local SEO, get in touch with WorkPR and see how we can help today.
