Google My Business is the allied reference tool for local businesses. It is totally free and the value it can bring you is immense. You only need to have a Gmail account, a Google My Business account and a website for your business.
In this article we will give you several tips on how to improve your local rating and how to attract more clients. Follow these small steps to develop your business and become well known in your city.
What will you find in this article ?
- What is Google My Business and how does it help local businesses?
- SEO Ranking factors in local results
- SERM : Some tips for smartphones and local results on Google
What is Google My Business and how does it help local businesses?
You’ve had enough of it a million times: it’s the box that appears next to the results of a search with information about a business. This information includes name and type of business, opening and closing hours, photographs of the business, a small map that shows you where it is, etc.
Luckily, now Google My Business brings together all the services and you can manage your business from a single point. In the past you had to do it through Google, Google+, Google Maps. It was a little chaotic.
Google My Business helps small businesses, especially by giving them the opportunity to position themselves above the big brands. For example, if you are looking for: « Restaurant in Madrid », a multinational business that invests thousands, hundreds of thousands, to stay there will probably come out on top.
Thanks to geolocation, when you do that search you will be able to locate businesses that are very close to you and that have a very good reputation. I give you a visual example where, doing the same search above, you have the possibility to enter the Tripadvisor portal (review site) or click on businesses that are in Madrid and that, in the opinion of other users, are recommended sites.
As I said before, the first result for the search « Restaurant in Madrid » by organic positioning is Tripadvisor. However, this is where Google My Business comes in, giving businesses like « DSTAGE », « Kuoco 360 » or « MU! El placer de la carne » the opportunity to go out early and attract customers. Surely, if it weren’t for this tool one of these 3 restaurants would never be found on Google naturally.
Connect with your audience and value their opinions
One of the most powerful things about Google My Business is its ratings tool. Customers who have ever used one of your services can leave one or more reviews talking about their experience with your business.
You will be able to answer, answer any questions, solve any problems you may have (thus affecting your rating) and even, why not, feel proud when someone writes that they are very happy with the service you have provided.
Show your business information to the public without having to go in person
The human being tends to be more and more lazy and finds it more and more difficult to go to a shop or business to find out what they have to offer, what they look like, what time they work, etc. And it’s normal, now everything is just 3 clicks away! Google My Business realized this and allowed businesses to upload photos, videos, 360º videos, publications, etc., to show the user how the business is, the place, etc., without having to leave home.
Get statistics on how people interact with your business
You will be able to know at all times how many people have clicked on your phone, how many people have entered your website thanks to it, how many people read your posts, etc.. This is a brief summary: later in this article I will explain and you will see which statistics Google My Business gives you.
SEO Ranking factors in local results
First of all, to promote your website in the Google results you should create your company’s account on Google My Business. Information from this account is used for receiving necessary information about the company: contact details, specifics of your company, etc.
Remember that information on Google My Business, on your websites, and on all the resources on which your company is mentioned must be the same.
Main characteristics that promote high ranking in regional results are as following:
Correspondence to the indicated category on Google My Business
Correctness of all the filled data is a must and Google tracks it attentively. So, if you had set the category your company in reality has nothing to do with, then you can even go down on the results. Remember about it.
Presence of your company actual address on your main page in the city, the request refers to on Google results
In the recent research Google has revealed the following data: more than 68% of people use the “Get Directions” button. So, if you want to drag all the nearby users – put your address where it is possible so that to make your company easier to find.
References from the relevant reputable resources and high-quality backlinks
Every search engine collects data about every company – this is how the rating works. One of the most important arguments for your better ranking in local results are references and backlinks. The amount of them raises the website’s credibility and shows that the company is quite well known to be mentioned. Still, artificial backlinks are not welcomed by Google and other SERPs, so be careful with it.
References make profits among simple users as well. Almost 90% of all the consumers believe reviews and mentions on the Internet, according to BrightLocal’s research. Take care about good representations on reputable resources and social media (Twitter, Facebook, Instagram and other are powerful sources of clients capture) and you will achieve success. Besides, a good accounts on these social services will also play into your hands and will attract new customers.
Presence of the information about the full name, address, and contact phone of your company
It is obvious that contact information is a must. Your company may look great, but what’s the use of it if clients cannot reach you? Sometimes users are satisfied with the services you offer, but they would like to clarify something. This is when the phone number comes in handy.
Your company location should be written in the Title as a keyword to be on top of local results
Don’t forget about Title and don’t underestimate its value. It is important both for users and for search engines. It gives your users information about where you are located just at the time they open your page and it gives search engines more keywords. It is important for your company by any measure.
SERM : Some tips for smartphones and local results on Google
These were general tips. Now we will go a bit deeper and touch upon one platform that is usually underestimated, but takes a heavy toll on conversion rate in the local scale – smartphones. Not paying attention to it will definitely deprive you of a large part of your potential clients. Let’s take a look on a number of tips that will help you to maximize your profits from smartphones.
Smartphones have the highest conversion rate
Nearly 50% of all your mobile visitors will attend you within a day in comparison with 34% of PC and tablet users. These numbers are provided by Google, so they are quite credible. Therefore you should consider how your company is represented in mobile space. Make sure your mobile version of the website and your mobile app have all the necessary information like address and contact phone. It is also a great thing if your company is integrated with Google Maps.
Google optimization : Mobile searchers are more likely to buy your goods
Those, who use smartphones, are more tend to make a purchase as well. Google found that almost 67% of visitors searched right before entering the store and that 15% of mobile activity are connected with price or product comparison. Moreover, 18% of mobile searches locally then drove to a bargain in comparison with 7% of non-local search. This means that local search market consists of people that are already eager to buy. You can inspire them to spend money in your shop with the help of mobile coupons and special discounts.
Almost half of the consumers use a website instead of a mobile app
Though your mobile app may be specially designed for delivering each and every function of your shop to your customer, not many of them actually download it. The above mentioned Google research shows that only 10% of all the customers use a mobile app, 40% use mobile maps, and 50% prefer the website. So, consider the state of your website mobile version, when you ask the question about how to increase conversion rate.
To find out whether your website is mobile friendly, you may use this pretty Google tool called Mobile-Friendly Test.
All these factors are crucial for a company of any specification. After considering these aspects you may be sure you will improve your ranking in Google local results in your location. Just apply all of them to your store and that’s it.