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Optimizing Google My Business: key tips for local business

Optimizing Google My Business: A Step-by-Step Guide to Successful Local Business

Would you like to quickly get your local business to the top of search results and attract new customers from your area? Google My Business is a key tool to help you achieve this goal. It is through the Google My Business settings that you can effectively manage your company information in the Google search engine and on Google Maps. It doesn't matter if you are the owner of a cafe, hairdresser or small sporting goods store - a properly completed profile in GMB (Google My Business) increases the chances that potential customers will choose just you.

In this article, we'll look at how setting up Google My Business helps improve local SEO, increase customer trust, and create a positive brand image. We will also discuss typical mistakes that entrepreneurs make and steps to prevent them. You will get a complete step-by-step guide to optimizing Google My Business: from creating a profile to working with reviews and photos. At the end, you will find useful tips that will help you stand out among the competition and use the full potential of this tool. So get ready to make your business even more visible and attractive to customers!

Google My Business Basics

Before we dive into the details, it should be pointed out that Google My Business is a free platform from Google that allows businesses to manage their online presence. Its main goal is to help you:

  1. Make your business data (address, phone number, opening hours) available in Google Search and Google Maps.
  2. Show potential customers up-to-date information about events, news and services.
  3. Collect and respond to customer reviews, which affects reputation and trust.

According to BrightLocal, 77% of users read reviews about local businesses before making a decision. Therefore, the quality of your GMB profile plays a decisive role in how attractive you will look in the eyes of potential buyers.

The Role of Google My Business in Local SEO

Local SEO is the practice of optimizing your online presence for better visibility in local search queries. According to HubSpot data, more than 46% of all search queries on Google are local. With this in mind, Google has developed an algorithm that favors well-optimized GMB profiles in search results.

Here's how Google My Business directly affects your location in local search results:

  • Relevance signals: Google checks the data in your profile (categories, description, keywords) and compares it with the user's search query.
  • Signals of popularity and authority: The number and quality of reviews, engagement rate, as well as mentions of your business in other sources (online catalogs) testify to how “worthy of attention” your business is.
  • Geographical Proximity: If you are within a user's search radius, Google will try to design your business as one of the first.

Setting up Google My Business: step-by-step instructions

Whether you're just starting a business or have been in the market for a few years, setting up Google My Business correctly is the first step to getting leads. Below you will find a detailed plan on how to create and fill out a GMB profile.

Create a profile

  1. Log in to your Google account. Make sure you use a Gmail address that will be suitable for corporate communication and subsequent analysis.
  2. Go to the Google My Business page. Click on “Manage My Profile” and enter the name of your business. If you do not find it in the list, click “Add your business”.
  3. Select a category. Choose the most relevant one, because it is the category that helps Google better understand what you are dealing with.
  4. Add an address. This will allow your business to appear on Google Maps. Always check the correctness of your zip code, street name, etc.
  5. Verification. Usually Google sends a letter with a verification code to the address indicated. After receiving your letter, go back to GMB and enter this code.

Tip: If your business doesn't have a physical location for visitors (for example, you work exclusively online), setting up Google My Business is still worth it. Just select the option “Do not show my address” and indicate the service areas.

Filling in key sections

After verification comes the most important stage - filling in the information that will be shown to potential customers:

  • Name of business. It must match the official name of your business. It is not advisable to add superfluous keywords - this can be considered spam.
  • Categories and additional categories. In addition to the main category, add a few additional ones if they are relevant to your activity (for example, “food delivery” for a restaurant).
  • Description. Optimal description - 150-300 words, where you briefly and intelligibly describe your goods or services.
  • Opening hours. Be precise, indicate when you are open and when it is closed. If you have special opening hours during the holidays, add it in advance.
  • Contact information. Phone and website are mandatory fields. Check that the number is active and indicated with the correct country code.
  • Photos and videos. Add high-quality images of the interior, products, logos.

Optimizing Google My Business: Key Success Factors

Reviews and work with them

Reviews are a critically important element of your online reputation. According to research from Moz, signals from reviews (quantity, retrieval rate, positivity/negativity) are among the top 5 ranking factors for local search. Here's how to effectively work with reviews:

  1. Encourage customers to leave a review. You can add a short link to your email or to your website.
  2. Respond to all reviews, both positive and negative. This shows that you value the customer's opinion and influences the decision-making of others.
  3. Do not ignore negative reviews. It is better to thank for the feedback and suggest a solution to the problem.
  4. Be transparent. Avoid buying fake reviews.

Adding posts and updates

Google My Business has a “Posts” feature that allows you to publish short news, events or articles. Although this does not directly affect the main algorithm, such content helps:

  • Attract more attention to your business in Google Maps and Google Search.
  • Keep the information up to date, which positively affects trust in the brand.
  • Inform about events or events.

Photo Optimization

Photos in the GMB profile perform several tasks at the same time:

  • Use high resolution (at least 720px in width).
  • Add keywords to file names before uploading.
  • Fill in the alt text with a short description of the photo.
  • Show the atmosphere. Photos of satisfied customers, your team, products will help users imagine their own business experience.

Typical mistakes when setting up Google My Business and how to avoid them

Incomplete or incorrect information

  • Omission in working hours
  • Inaccurate contact details
  • Outdated description

Spam in title and categories

Some businesses try to add redundant keywords to the title. This violates Google's rules and can lead to downgrades or blockages.

Lack of interaction with reviews

Ignoring negative reviews or indifference to positive ones shows customers that their opinion is not important to you.

Promotion strategy: how to get Google My Business in the first positions

Local links and mentions

Mentions in local online catalogs and links from other authoritative sites positively influence the rating.

Using Google Ads for Local Targeting

While Google My Business focuses primarily on organic results, paid campaigns in Google Ads can empower your efforts.

Working with UTM tags and analytics

To understand which marketing effort works best, it is important to monitor the sources of visits.

Remember that setting up Google My Business is only the first step. Regular optimization, interaction with reviews, adding quality photos and posts make your profile lively and attractive to potential customers. Local SEO is constantly changing: Google is improving algorithms, new opportunities for reaching the audience are emerging.

“Success in local SEO is the result of regular work and attention to detail. If you neglect it, competitors will quickly take your place,” emphasizes SEO expert Thomas Smith.

Thanks to this article, you learned how to properly set up and optimize your Google My Business profile, as well as get practical recommendations and data from authoritative sources. We discussed common mistakes, real cases, reliable research, and suggested specific steps to improve the premises

How long does it take to verify a Google My Business profile?

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The standard verification process by mail takes 5-14 days. For some companies, faster options such as phone or email verification are available, which takes place instantly. For specific types of business, a video verification lasting 1-5 business days may be required.

Can I have multiple Google My Business profiles for one business?

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Each physical branch can have its own GMB profile. For an online business without a brick-and-mortar store, one profile with selected areas of competence is allowed. Creating duplicate profiles for the same site is not allowed.

What to do if someone is already claiming the GMB profile of my business?

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You can start the process of claiming a profile by using the “Claim This Business” feature. You will need to prove ownership of the business and go through a verification process. If you have problems, contact Google Support.

How often should I update my GMB profile?

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Update basic information such as opening hours or contacts as soon as you change. Add posts at least once a week and new photos every month. Adjust special offers according to the season and current events.

Why is my GMB profile not showing up in search?

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The most common reasons are an unverified profile, an incorrectly chosen category of business or insufficiently filled information. Strong competition in the site or violation of Google rules can also play a role.

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