Why is ‘Google My Business’ so Important for Local Businesses?

In today’s digital landscape, Google reigns supreme as the search engine of choice, capturing a staggering 91.05% market share globally as of June 2024 (according to Statcounter). Every day, an eye-watering 5.4 billion searches course through Google’s algorithms (Search Engine Journal, 2024). However, a significant chunk of these searches, nearly half, are driven by local intent (Moz, 2023). People are actively searching for information relating to their location, the trendiest cafes, the most reliable plumbers, the nearest shops stocking their favorite obscure ingredients, etc etc. 

An example: Imagine you are watching an anime and are struck by a midday craving for sushi. What will be your first move? Chances are, you will instinctively take out your phone and open Google, typing in “best sushi near me.” This local search behavior is precisely why having a ‘Google My Business’ profile is so important for businesses of all sizes.

What is ‘Google My Business’ or GMB?

For a quick recap, Google My Business (now also known as Google Business Profile or GBP) is a free internet-based service designed to help local businesses promote themselves online. It is a powerful tool that empowers business owners to create and manage how their business appears across Google Search and Maps. Once set up they can make their offerings stand out to potential customers across these appearance results. GMB goes beyond just online presence, this allows business owners to interact with customers through review responses and even post updates about their products or services.

Why ‘Google My Business’ Matters?

Gone are the days when local visibility was reserved for businesses with hefty marketing budgets. GMB empowers even startups to create a digital storefront, putting them directly in the sights of potential customers. It is completely free to use and offers a treasure trove of benefits:

• Soar in Local Search: A well-optimized GMB profile propels your business to the top of search results for relevant local queries. When someone searches for “gyms near me,” your establishment has the potential to be among the first they see.
• Showcase Your Business: Upload captivating photos, highlight your unique offerings and clearly display your contact information, opening times, etc. These are all done within your ‘Google My Business’ profile. This becomes a one-stop shop for potential customers to learn everything they need to know about your business. 
• Cultivate Trust and Credibility: GMB allows customers to leave reviews and ratings. Actively engaging with these reviews, both positive and negative, demonstrates your commitment to customer satisfaction and builds trust.

By harnessing the power of ‘Google My Business’, you open the door for a wave of new customer discoveries, putting your business at the forefront of local searches and propelling you towards success.

Top 5 Benefits of ‘Google My Business’

The digital landscape is brimming with opportunities 

( local businesses in Birmingham including local SEO)

Think about this: Nearly half of all mobile local search results in a store visit, within a day (Search Engine Watch, 2024). With smartphone convenience searches exceeding 80% globally as of 2023 (GSMArena), this translates to a massive pool of potential customers, quite literally at your fingertips.

1. Dominate Local Search Results: The Power of Google Maps and Local Pack

Imagine a potential customer searching for your business on Google. What if their search results displayed a prominent map right at the top, showcasing your business alongside a few others in your area? That is the magic of the Google Local Pack, a prime spot for local businesses to capture attention. 

Here is why you should leverage this powerful tool:

• Enhanced Visibility: A well-optimized Google Business Profile increases your chances of appearing in the Local Pack. This prime real estate positions your business directly in front of potential customers actively searching for what you offer nearby.
• Boost Credibility and Trust: Local Pack listings provide valuable details like your address, star rating from customer reviews and even a glimpse of your business through photos. This transparency builds trust and encourages potential customers to choose you over competitors.

2. Unveiling the Power of Google Local Pack:

The Google Local Pack is a prime piece of real estate on Google Search results for local businesses. It is the first thing users see after a location-based query, making it crucial for you to grab their attention and drive traffic to your business. But what makes this so powerful?

• Information at a Glance: The Local Pack displays a wealth of details a potential customers needs. For example, your address on a map for easy navigation, your contact number for quick enquiries, operating hours to plan their visit. Perhaps even more importantly, the Local Pack displays your star rating from customer reviews, acting as a social proof for your credibility. This convenience streamlines the decision-making process for users, potentially leading them straight to your business.
• Dominating Local Search: Studies by Moz (2023) reveal that a meticulously optimized Google Business Profile is a key factor influencing Local Pack rankings. This means by verifying, updating as well as optimizing your listing, you increase your chances of appearing at the top, putting your business directly in the sights of local customers searching for what you offer.

Optimizing for Success:

To maximize the impact of your Local Pack listing, here are some key strategies:

• Flawless Presentation: Proofread your listing descriptions thoroughly. A typo can create a negative impression. Consider using a grammar checker like Grammarly to ensure a polished presentation.
• Competitive Analysis: Research your competitors in the Local Pack. What information do they highlight? Are there crucial details missing from your own listing? Studying your competitors can help you identify areas for improvement and ensure your listing stands out effectively.

By implementing these tips, you can transform your Google Business Profile into a powerful magnet, attracting local customers and propelling your business towards local search dominance.

3. The Review Revolution: How Customer Feedback Fuels Growth

In today’s digital age, customer reviews reign supreme. Studies by Moz (2023) reveal a staggering statistic. Nearly all consumers (93%) are influenced by online reviews when making purchasing decisions. These testimonials from real people hold immense power, acting as social proof and building trust with potential customers.

Here is how GMB empowers you to leverage the review revolution:

• Boost Local SEO: Google considers reviews a significant factor in local search rankings. By encouraging satisfied customers to leave positive reviews on your Google Business Profile, you enhance your visibility and attract more local traffic.
• Supercharge Sales: Positive reviews are like free advertising for your business. They instill confidence in potential customers, who are more likely to choose a business with glowing reviews than one shrouded in negativity, or even a business with no reviews. Studies show a direct correlation between positive reviews and increased sales.
• Gather Valuable Insights: Reviews offer a window into your customers’ minds. They reveal what resonates with them, areas for improvement and potential service gaps. By analyzing both positive and negative reviews constructively, you can refine your offerings and elevate the overall customer experience.

Responding to Reviews: The Art of Engagement

Remember, even the most exceptional businesses receive negative reviews occasionally. The key lies in handling them professionally and most importantly, honestly. 

Here is how to respond effectively:

• Acknowledge All Reviews: Respond promptly to both positive and negative reviews. Thank satisfied customers for their feedback and demonstrate your appreciation.
• Address Concerns with Care: For negative reviews, avoid defensiveness. Acknowledge the customer’s frustration, offer solutions and showcase your commitment to improvement.

By harnessing the power of reviews and engaging authentically with your customers, you can transform your Google Business Profile into a trust-building machine, propelling your business towards local search success.

4. Unveiling Customer Insights: The Power of Google Business Profile Data

Google My Business is not just about promoting your business, it is also about gaining valuable market intelligence. As a dominant force in the digital landscape, Google equips you with powerful insights through GMB to help you craft winning strategies and make data-driven decisions.

Unveiling Your Audience:

• Views & Engagement: GMB provides a clear view of how users interact with your profile. Track the number of views on your profile, on your photos and on your posts. This helps you gauge the effectiveness of your content and identify areas for improvement. Analyze post engagement metrics like shares and comments to understand what resonates with your audience.
• Search Queries: Discover how customers find you online. GMB reveals the specific keywords used in searches that lead to your listing. Leverage this knowledge for targeted SEO strategies. Consider incorporating these keywords, particularly relevant long-tail ones, to attract more qualified traffic.
• Audience Demographics: GMB offers insights into the demographics of your audience. This includes details like age groups, gender and even location. Understanding your audience profile empowers you to tailor your marketing campaigns and content for maximum impact.

Measuring Success:

• Website Clicks: Track the number of clicks on your website link from your GMB profile. This quantifies the traffic GMB drives to your website, helping you assess the effectiveness of your online presence in generating valuable leads.

By delving into these insightful metrics, you can make informed decisions, refine your marketing strategies and optimize your GMB profile to attract the right audience and propel your business forward. Remember, data is power, use this to your advantage and unlock the full potential of ‘Google My Business’.

5. Cost-Effective and User-Friendly: GMB for Every Business

One of the biggest advantages of Google My Business? It is completely free to use. This makes this an accessible marketing tool for businesses of all sizes. Creating and verifying your profile is a simple process that can be completed in a few hours.

Here is how GMB empowers you:

• Effortless Setup: No hefty setup fees or complex configurations hinder you. GMB is designed for ease of use, allowing you to establish your online presence quickly and efficiently.
• Actionable Insights: GMB goes beyond just visibility. It equips you with valuable performance data, helping you identify areas for improvement and refine your strategies to climb the local search rankings.

By leveraging the free power of Google My Business, you can connect with potential customers, boost your online presence and unlock significant growth for your business.

Frequently Asked Questions about Google My Business (GMB)

1. General Questions:

• What is Google My Business (GMB)?
  GMB (now known as Google Business Profile) is a free tool that helps local businesses manage their online presence across Google Search and Maps.
• Is GMB really free?
  Yes, GMB is completely free to use for businesses of all sizes.
• Why should I use GMB for my business?
  GMB offers numerous benefits, including increased visibility in local searches, improved customer engagement, valuable insights into your audience and the ability to showcase your business offerings.

Setting Up and Verification:

• How do I create a GMB profile?
  Creating a GMB profile is a simple process. You can visit https://www.google.com/intl/en_us/business/ and follow the on-screen instructions.
• How do I verify my GMB profile?
  Google offers several verification methods, such as phone verification or live local video verification. The specific method available may depend on your business type and location.
• I’m having trouble verifying my GMB profile. What can I do?
  Google provides support resources to help you troubleshoot verification issues. You can also search online for helpful guides or contact Google My Business support directly.

Optimizing Your Profile:

• What information should I include in my GMB profile?
  Your profile should include accurate and up-to-date information such as your business name, address, phone number, website, category, operating hours and high-quality photos.
• How can I improve my GMB ranking?
  There are several ways to improve your GMB ranking. These include encouraging positive customer reviews, responding to reviews (both positive and negative), regularly updating your profile information and ensuring your business information is consistent across the web. 

What are GMB insights and how can they help me?
GMB insights provide valuable data about how customers are finding and interacting with your profile. You can use these insights to understand your audience, refine your marketing strategies and improve your overall online presence. 

We at Mind and Matter have over a decade of experience and can help you with all of the above. We like to think we have become pretty good at this (dare I say our Clients feel the same way) as we have worked with clients across multiple industries and continents. 

Additional Considerations:

• Can I manage multiple GMB profiles?
  Yes, you can manage multiple GMB profiles from a single account. This is helpful for businesses with multiple locations.
• Do I need to use a social media management tool to manage my GMB profile?
  While not essential, social media management tools can help you streamline the process of managing your GMB profile alongside other online platforms.
• How can I learn more about GMB?
  Google offers extensive resources and documentation to help you learn more about GMB. You can also find numerous online tutorials and guides created by marketing experts.

To Conclude 

Google Business Profile (formerly GMB) is an indispensable tool for local businesses in today’s digital age. It empowers you to take control of your online presence, connect with potential customers and drive significant growth. From effortless setup and free operation to valuable performance insights, GMB offers a powerful suite of features designed to help your business thrive in the local search landscape.

However, managing an online presence can be time-consuming, especially for businesses juggling multiple priorities. If you find yourself overwhelmed by the task of optimizing your GMB profile or crafting engaging content, consider partnering with a social media marketing agency like us Mind and Matter.

These experts possess the knowledge and experience to maximize the potential of your GMB profile, while also developing a comprehensive online marketing strategy that aligns with your business goals. By leveraging their expertise, you can free up your time to focus on what you do best, running your business, while ensuring your online presence continues to attract and convert local customers.

Do not underestimate the power of Google Business Profile. Always remember, when it comes to managing your online reputation and achieving local search dominance, you do not have to do this alone.