A business file is a fundamental piece if you want to potentiate the local SEO of your business and thus appear in the search results of your locality. For this reason, our colleague Melissa Molina from rankingCoach will share a guide about Google My Business and why your company should have it configured. 🙂
What is Google My Business?
Google My Business (GMB) is a free and easy-to-use tool for any company to manage its Internet presence through Google. In general, terms, what you will find is like a tab, where you can include your website, your location, opening hours, photos of your products and services, and the opinions of your customers, which in turn will help you with your SEO.
Remember that the main objectives of the tool are that when a person searches for your company, it is well-positioned in the first positions of Google and thus you receive more traffic and you can turn this visit into a sale.
How does Google My Business work?
Positioning yourself on Google has become, and should be, a priority for many businesses. However, the understanding of the free tool to increase the Internet presence of our local businesses is very vague.
Basically, all the information that GMB acquires is extracted from 4 sources as explained by Google itself in its support blog:
- About you and the information, you have added about your business since you can add, edit, and delete this information as your business changes. In this way, you can keep customers up to date and show them everything you offer.
- From your website, which is public and freely accessible to everyone. In this way, the information collected there will be the same as your official website.
- Of the users, since they are the ones who have been in charge of generating information so that other people find out what your company is about and if they are satisfied with the quality of your products or services. This user-generated information includes reviews, opening hours of your business, and photos. Your company profile is updated when someone for example shares an opinion, uploads a photo, or complains about a problem.
- From other sources of information, that is, from other websites. If Google finds information about your company that may be useful to customers, it automatically associates it with you. For example links to restaurant menus, social media profiles and availability of reservations and tickets, among others.
What advantages does Google My Business offer?
It is a tool for everyone. Even if you don’t have a physical business, if not an e-commerce store, you should also learn how to use it to maximize your visibility. Here are 6 benefits that stand out the most from this platform.
- Easy to use: you do not need extensive technical knowledge to use this tool and you will see that with a few simple steps you will be registered.
- Access from anywhere: you don’t need to be on a computer to manage it. There is an application for both Android and iOS, this will allow you to access your account anytime, anywhere with a cell phone.
- Information management of your company: those companies that verify their information through the tool are twice as likely to be considered the cause of the impression and reputation that this service generates in consumers.
- Interact with your customers: read and respond to customer reviews and post photos that show what you do. Companies that add photos to their business profiles receive 42% more requests for addresses on Google Maps and 35% more clicks on their websites than companies that do not.
How to get more leads with Google My Business?
Considering that this tool brings together in the same place from registering your business in Google Maps, to integrating and managing your Google Analytics and Adwords, there are currently several ways to attract more prospects and make the most of your Google My Business account by following these steps:
1. Connect Google My Business with Google Analytics
Adding UTM tracking links can help you accurately track how much traffic is coming from a GMB listing to the main domain of your business website. Here is how to configure it:
- You can enter a URL for each location on your GMB listing. For example users will see the “Web Page” button in a list of GMB and maps and there you can include it. Some sellers use this to link to the brand’s main page. Do not make the same mistake.
- With this new link, you can segment any traffic that passes through the GMB list and see its effectiveness through the objectives of Google Analytics. Some examples of goals include the number of reservations, menu views, and purchase orders placed.
- GMB users can create these custom URLs through the Google Campaign URL builder and then add the new URL through the GMB dashboard. Tracking this type of behavior offers you to know, for example, that visitors are reviewing your business profile. Add calls to action such as “get directions,” “make an appointment” and “visit us.”
2. Connect Google My Business with Google Ads “Local”
One of the last options that we find in the menu of our Google My Business tab is the option to create advertising ads through Google Ads. In the event that we do not yet have an active account, we will start with the learning process that Google offers to learn about the advertising tool and how to use it effectively.
These types of advertising campaigns are called Smart Campaigns and they allow you to create ads in a few steps for Google searches. They are local type ads since Google My Business has the objective of promoting commerce and positioning geographically close to the business.
Before creating a campaign it is therefore always advisable to know the main details of how online advertising works and thus better target each of the ads. From the initial Google Ads guide, you can take a ‘tour’ of the platform and its main uses at the beginner level.
3. The track leads through GMB stats
A GMB account is more than just a place to create business listings for Google Search and Maps. Their customers use the listing to get directions, ask questions of a business, and make a reservation.
These actions are registered by Google and provided to GMB in the statistics or “Insights” section of the main panel.
In this way, you will be able to understand more accurately the trends that show how prospects interact with a listing. These insights are shown by means of a graph that visualizes how many users carry out actions such as visiting a business website, obtaining addresses, calling the business or sending a message, throughout the week, month, or even quarter.
There are other metrics that you can analyze in that section, such as:
- Current Location and Address Requests – This is useful for local merchants because it shows where to refine marketing and product efforts to target potential customers in prominent areas.
- Phone calls: The statistics section also keeps track of phone calls, specifically the number of times people call a business, and when they call during the day.
4. Optimize a listing for lead capture
Data collection is not the only way to get leads. Users play a very important role in Google and that is why there are certain practices that you must have under control so that you can take advantage of. For example, two of the best practices are:
- Reviews: Reviews are opinions, reviews, and star ratings that customers give to a company and classify the importance and quality of your service or product, and this for Google is essential. Plus, you value longer reviews more, so ask customers to leave detailed comments.
- Categories: The correct keywords to talk about a business can help a listing fit into the correct category. For example, a restaurant that focuses on Asian fusion cuisine might not find it beneficial to fit into the “Asian Restaurant” category. The best category could be “Asian fusion restaurant” as the main choice.
5. Set up your company profile in Google My Business appropriately
To start, if you want to register your company you must go to https://www.google.es/business/, and don’t forget to check if you already have your GMB profile. If this is the case, claim your profile, Google will verify that it actually belongs to you and will proceed to give you access to modify or update your business information.
Then you will have to enter basic information about your company, which you can also modify later. For example:
- Name of your company.
- The category that best describes the activity of your business.
- Location of your company for Google Maps (depending on the previous step, it allows you to choose the option “no”).
- Include the service area (s) in case you have multiple franchises.
- Determine the exact place on the map where your company is located.
- Enter your company’s contact information.
- Finally, Google will send a letter to your postal address verifying the veracity of your company.
- While you receive your letter, you can click and continue to continue with the configuration.
6. Create posts from your GMB profile
In this section, you will be able to work or focus more on local positioning since the tool allows us to create different content that will appear in the general information tab of our file in the results of a search. Contents like:
- Offers, which allow you to show discounts and promotions. There you can also specify both the start and end date of the promotion … Remember that you can also add photos, videos, and call-to-action buttons.
- Updates or News. They allow you to post about company information or share links to blog articles. Photos, videos, and call-to-action buttons can be added.
- Events. They allow you to promote specific company events. It must include information regarding the title, dates, times … You can also include a link to the ticket sales page, add photos, videos, and call-to-action buttons.
- Products. They allow you to create publications of products that are marketed, either through an online store or in a physical store.
Do you have a Google My Business file?
A tab in Google My Business is a powerful tool to improve the impact of your business on the Internet. By creating, requesting, and optimizing your website you place your company in the best possible position to ensure your online success.