Google My Business: The Benefits
We’ve been tracking and using Google My Business for a while now. The fact is that Google knows its stuff and has the closest virtual relationship with its users – I sometimes think Google knows more about me than I do. That’s great news for marketeers though; it means Google knows how to seek out potential customers and point them in our direction if we have our strategy right. The new Google algorithm tells us that Google wants to create the best possible customer journey, giving its users valued results focused on their search terms. As we say goodbye to Google+, our advice is to take a close look at Google Business as the social media platform to watch. Kate Everett – TWI Managing Partner
First of all, what is Google My Business?
Google My Business is a free tool for businesses to manage their online presence across Google, including Search and Maps. This allows them to verify and manage information that is displayed across Google such as contact details, business hours, website URL and products categories.
Google My Business pages will usually be the first thing you see when you search for a company or service, alongside a map, opening hours, directions via Google Maps, photos and a direct call button.
It’s important to understand how these tools work – 88% of consumers who search for a type of local business on a mobile device will call or go that business within 24 hours.
So, what are some of the key benefits of this?
Keep information accurate and consistent:
In theory, a Google search could display all kinds of false information, so it’s important to have control over the information displayed. Google My Business allows you to list and verify the crucial information displayed including opening hours, website and exact location with Google maps – any incorrect or old information is likely to lose potential business.
Valid information will also improve your SEO ranking. This is vital, being in the first position in Google will result in a click-through rate of 34.36 per cent for desktop computers and a click-through rate of 31.35 percent for mobile devices.
A simple method to improve visibility:
Google strives to make it easy as possible for its users to find the exact directions they are looking for, developing the algorithm to include user intent where possible. Unsurprising, as 40% of mobile searches have local intent.
Have you ever Googled something similar to ‘Places to eat near me’? These general search terms require accurate, verified information for Google to display for the user. If this information is missing then it is unlikely that it will appear on a search for your business, product or service. Again – think about how much potential business that could be lost.
As you would expect from Google, GMB is very mobile user friendly, enabling users to call a business number or open up a precise Google Maps location at the touch of a button. These simple features make it so much easier for potential business to find its way to your website or front door.
Google My Business Posts:
Google My Business Posts are a useful tool that allow you to post updates that appear just under your Google My Business listing. The perfect way to drive customers’ attention to offers, news, events, or new products.
Keep an eye on reviews:
Previous customers can leave reviews on Google My Business, and it allows two-way conversation as you can leave grateful feedback for glowing reviews of your services. This engagement is a real highlight feature of GMB, along with the high visibility of reviews providing a fantastic window for a positive brand image.
Google My Business Insights:
Another valuable feature is the insight stats that GMB provides for you to check on a monthly basis. This analytical information will give a snapshot of how customers have searched for your business online, where they view a business on Google and the actions taken. Used simultaneously with Google Analytics, it can provide valuable information on customer journey for any business.