Knowing how to use Google My Business is standard for any digital marketer, right?

Not really.

While there are many lengthy but vague help documents, it can be difficult to find answers to specific problems.

We have created a handy worksheet and chart tool to determine your eligibility and to understand what to do if you have multiple entries or Service Area Business (SABs).

We'll also help you understand how posting content to your Google My Business listing can help your business in several ways.

Find out:

  • How does Google My Business fit into my content strategy?
  • Why should I care about Google My Business?
  • Does Google My Business help me with search engine optimization?
  • How does a content marketing platform help me manage Google My Business?

Tools:

  • Troubleshooting guide for checking Google My Business.
  • Google My Business Optimization Guide.

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Why should I include Google My Business in my content distribution strategy?

As a content marketer, we often fail to recognize that an essential part of our responsibility is to ensure that our intended audience is actually exposed to our content.

One way to do this is to update your Google My Business listing weekly as a channel to share your current content.

Content that is particularly relevant to Google My Business is locally oriented content (e.g. events or special offers).

Why do I need Google My Business?

Did you know that companies receive an average of 943 search views and 317 map views per month?

This data from a BrightLocal 2019 study of 45,000 anonymous local business listings shows that there is a great way to get more views, clicks, and actions based on your localized content.

Reasons why a Google My Business Listing is useful.

To see the evidence, you can use Google My Business Insights to collect data about how many people viewed, viewed, clicked on, and engaged in your listing.

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However, Google My Business Insights may not always be correct.

Use tracked links in your posts to report clicks and engagements directly in Google Analytics.

With Google My Business, digital marketers can view their content without having to wait for Google to rank it in the top ten search engine results.

The benefits of publishing to Google My Business go beyond getting views and clicks on your latest content.

Regular posting gives you a coveted place in the local 3-Pack, the top 3 industry entry for relevant search terms. This placement alone is a good reason to add a new post at least every 7 days.

Creative Google My Business content.

In addition, the same BrightLocal study found that a typical company receives up to 59 promotions per month on Google My Business.

These actions can include clicks on your website, requests for directions, or phone calls.

Most actions take the form of clicks. However, if your Google My Business listing isn't optimized, you may miss something actual phone calls or Visits to the store.

Yikes!

Your posts in Google My Business signal to Google that your company is suitable for related local searches.

Reviews on Google My Business are vital.

They are effectively confirming your customers that your company is reputable, especially if you take the time to respond to each one. positive or negative.

Indeed, a quick, empathetic, and helpful response to a negative review can be more valuable than a positive review.

We all make mistakes.

Consumers value companies that are ready to accept and repair them in good time.

An important point and perhaps the most important of all: Your posts show potential customers exactly when they are looking for what is new in your company.

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A 2019 study by Ben Fisher found that only 17% of the companies surveyed had a job within the last 7 days.

So more than 80% of companies had nothing new to share with seekers who are actively looking for their company.

Unthinkable!

Google My Business Troubleshooting Guide

What type of content should I create for Google My Business?

Keep your listing complete and accurate

Before creating content, make sure that your GMB list is complete (address, phone number, business hours, business overview, products / services, etc.) and correct (links to your website, social accounts, other relevant information sources).

This may seem easy, but far too many small businesses neglect the details and Google is all about details.

Share offers and special offers

You can experiment with creating content specifically for your Google My Business listing.

It is important to remember that the intent of the person viewing your listing is likely to be more transactional.

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This means that you can choose a more direct sales approach: offers, special offers, or what differentiates your company from your competitors.

Post encouraging content

When your company sees customers at its location, you can describe the experience your customers should have when they arrive.

Videos, photos, and even introductions to the team members they will meet are great ways to encourage customers to visit you.

Make your Google My Business page inviting to your customers. Think of "Daily Specials", "Seasonal Offerings" or even weather-related: "Our patio is open!"

Create a media-rich list

Invest in collaboration with a Google Certified 360 Virtual Tour expert to add videos to your verified listing, or create your own video to introduce yourself and your business.

(Also upload this to YouTube and optimize your channel for the best results. Another important topic in itself.)

Introduce photos

Your business, office, or business photos should be used as the cover photo.

Try to include photos of your work or products.

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Share projects that you are proud of or that have received special ratings.

In fact, many of your posts on Google My Business should be in the form of photos.

There is compelling evidence that companies with more than 100 photos get more clicks in their Google My Business listing.

Answering questions

Check out what questions potential customers are asking about your business and answer them in a blog post published in your post.

Does Google My Business really contribute to search engine optimization?

Yes, at least locally. It can help in several ways.

A verified and optimized Google My Business profile not only offers a better chance of being in the local 3-pack, which puts your presence at the top of the search results, but can also indirectly help your website to rank.

It sends social signals to Google, drives traffic to your website, and provides social evidence in the form of reviews.

According to Google, local search results are based on "relevance, distance and awareness".

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  • Relevance: How well a listing matches the seeker's intent.
  • Distance: Google connects searchers with verified companies in the immediate vicinity.
  • Meaning: How well known your company is.

Can a content marketing platform help me better manage my Google My Business listing?

With a content marketing platform, you can better manage all of your content.

It brings planning and clarity to your content calendar and ensures that you are always informed about the creation of regular posts in Google My Business. This is an easily forgotten task.

A content marketing platform brings structure and focus to your content marketing plan and helps you access the expertise of multiple team members with features that simplify collaboration.

A content marketing platform provides you with a process and analysis to help you understand how your activities work.

If you can identify activities that have a positive impact, you can use these ideas for future content items.

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Customizing content for Google My Business seems like a lot of work – Why isn't my website updated sufficiently?

Google My Business is a free tool that directly affects current local businesses.

As with anything, you need to feed it to make it grow. Google will not connect the dots for you.

Google My Business aims to provide searchers with instant and accurate information.

Reaching a rank takes time and this is not helpful for passing on information that is quickly out of date.

And as far as it is a tool offered by Google, you have to believe that Google attaches great importance to content maintained there.

Think about your own "Google My Business" experience

It is highly expected that digital marketing managers and small business owners will be familiar with Google My Business in addition to the myriad of other marketing activities required to promote online presence.

Because of the vague help documentation from Google and the frustratingly long response times from Google, it can be tempting to leave it for another day.

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However, in the end, think about the last time you did a local search and how easily Google My Business made it easy to choose your destination.

Once your listing has been successfully verified, your time investment is likely to be just an hour or two a month, and we suspect this great free business tool offers many more options.

Find the time in your schedule that you can familiarize yourself with and really "own" your Google My Business listing.

Use this worksheet to collect the information you need to get started: Google My Business Optimization Guide.

More resources:

Image credits

In post pictures: Mint condition

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