A guide to Google My Business in 2019

A guide to Google My Business in 2019

Google My Business (GMB) is the successor to Google Places and was launched in 2014. Since then, local businesses have been using it to extend their reach in local search and connect with new customers. It features an extended functionality of the Google Places program, giving you control over how your business appears on Google properties like Search and Maps.

How a Google My Business Listing Can Help You

If you are a new player in local SEO, creating and optimising a Google My Business (GMB) listing is a smart move. It can help improve your visibility and effectively showcase your brand to the local market. With a GMB listing, your business will show up when consumers search for “near me” or “close by” searches which have grown more than 900% in over two years time. What’s more? 50% of those searches end up in a store visit. In terms of local mobile searches, an in-store or online purchase results 78% of the time.

These numbers show that when consumers search for a local service, they have already made up their mind about buying and are just looking around for the best provider of the product or service they are searching for. GMB helps you be one of their top choices.

What a GMB Listing Does

When you create a listing with Google My Business, maximise its use and take complete control over the visibility of your business name, business locations, and operating hours. Doing so ensures three things:

  • You make your business visible and make it show up in relevant local searches.
  • You present your brand effectively with a high-quality listing drawing more customers to you.
  • Your business is easy to find and contact in GPS systems using the information you provide such as phone or email.

What’s more? GMB allows you to keep track of customer reviews and respond to them, add photos of your products, and learn more about how people are searching for your business. You end up not just being visible but learn how to be competitive with other business in your area and stand out from them.

The Cost of Google My Business

Surprise! Google My Business is free of charge. Yes, you heard it right. All you have to do is create an account and verify your information to get started. Then, you can regularly update your information as you go along, optimising your profile to draw in more customers and see where you stand in local search. Want to advertise? You can use Google Ads to promote your products or services and increase their visibility in Google Search.

8 Easy Steps to Creating Your Free Google My Business Listing

Now let’s get started and create your very own Google My Business listings in 8 easy steps. You can always verify and edit it later on.

Step 1.

Log in to your existing Google account – Create your GMB listing using your existing Google account which will have administrator rights over the listing moving forward. Make sure that your account recovery and security measures including two-factor authentication are in place so you can always retrieve your account in case anything goes wrong. Recovering a breached Google account is a complicated process and you don’t want to go through that.

Step 2.

Go to the Google My Business page – Once you’re on the GMB page, look for the “Manage now” button at the upper right-hand corner and click it. You can also log in to your Google account here if you haven’t done so. You will then be taken to a new page where you will be asked to input the details of your business.

Step 3.

Create your account and input your business name – If you have a Google My Places listing, a drop-down menu will show and let you select your previously enrolled business name.

Step 4.

Input the details of your location – Here, you will provide the physical location of your business, if any. If you click “Yes,” the “Next” button will take you to another page where you’ll be asked to provide your business address. Make sure it’s an accurate one so that searchers can easily locate you.

Step 5.

Inform Google all the locations your service covers – If you provide home services such as pest control, home cleaning, and appliance repair or services requiring no specific location such as car towing, emergency car lockout services, and shuttle services, make sure you input all the areas you cover so you don’t miss out on search queries that would otherwise be applicable to you.

Step 6.

Choose your business category – On the business category page, make sure you choose the right option so that Google can sort your business and show it for relevant industry searches.

Step 7.

Input your business’ contact details – Here, you provide your business phone number and website address. Don’t have a website? Google can provide you with a free, basic auto-generated website.

Step 8.

Ensure the correctness of your details and submit – Click “Finish” to submit when done. You can always go back and edit your information anytime.

Ways to Verify Your GMB Listing Information

There are several ways in which Google can verify all the information in your Google My Business listing. These are:

  • By postcard – Wouldn’t it be nice to receive a postcard via snail mail? Google can verify your GMB through this method. You just have to provide an address, typically your business address, where they can send it to you. It should arrive 4 to 5 days after your request, and once you receive it, follow the instructions and use the verification code included therein to complete the task. If the postcard never arrives or you misplaced it, you can always request for a new one in your Google My Business account.
  • By phone/text – This is way faster than the postcard method but unfortunately, not all businesses are eligible for phone/text verification. However, if you qualify, then you’ll be in the system in a matter of minutes. To do this, log into your GMB account and select verification by phone. You’ll receive a verification code and instructions via text message to complete the task.
  • By email – Again, not all businesses are eligible for email verification. If you are, log into your GMB account and select the “Verify by email” option. You’ll receive an email with a verification button that will take you to the verification page.
  • Bulk multi-location verification – Service businesses that handle customers in multiple locations and agencies attempting to verify locations for different businesses are not eligible for GMB bulk multi-location verification.
  • The verification process for companies and franchises with more than ten locations can be time-consuming and may lead to listing mistakes which not good for the business nor Google. A filled out verification form with the business name, country, operation locations, contact names, and company information is required for this. A Google Account Manager should also be accessible to help in the process. Need more information about bulk verification in Google My Business? Read Google’s help document.

How to Optimise Your Google My Business Listing

Optimising your Google My Business listing is very important if you want to attract more customers. It will help you show up first in search engine results pages (SERPs) since you will become a business that Google tends to recommend.

How do you start? Log in to your GMB account and click the “Info” button from the sidebar. Input as much information as you can for your customers. These include:

  • A profile photo for your business
  • Your service area
  • Your operating hours
  • Your phone number
  • Calendar and holiday information
  • The year your business was established
  • Your website URL
  • Wheelchair access
  • Wi-fi access

Providing your information establishes your credibility thus helping potential customers make the decision to eventually choose you.

Your Google My Business Photos

The photo you display on your Google My Business listing plays a big part in its optimisation. It also creates a first impression with new customers, so it is important that you choose your photos wisely and appropriately. Now, let’s discuss the different photos that are required from you:

  • Your Google My Business cover photo – Your GMB cover photo is the largest and most important photo that shows up in your listing. It is also the most visible to customers who are checking out your business. To be effective, it should accurately show a picture of your location, product, or service.
  • Google My Business profile photo – Your GMB profile photo shows up next to your business name whenever you upload a new photo, respond to a review, and share a new post. Most companies usually use their logo for their GMB profile photo, which you can also do.
  • Other photos – Uploading as many photos as you’d like to your GMB account can help would-be customers understand your business better. You can upload photos of your place of business, your products, your team delivering your service, and your satisfied customers with your product. These are very helpful in helping you connect with new customers.

Your Google My Business Photos

You can also upload videos to your GMB listing. To ensure that your uploads go without a glitch, keep these in mind:

  • It must be 30 seconds or shorter.
  • It must be 100 MB in size or smaller.
  • It must be 720p in resolution or higher.
Short business introductions and descriptions of your product or service are also a great way to introduce interested local customers to your business and help you stand out from the competition.

Google My Business Reviews

Google My Business allows you to monitor and respond to reviews from your customers. Whether positive or negative, responding to reviews in a professional manner can help establish a connection, especially with satisfied customers. This section is one of the first places that potential customers go through to learn more about your business and read what others have to say about your business so make sure to display professionalism all the time.

A Powerful Local SEO Tool

Google My Business is an easy-to-set-up and powerful tool for local businesses. Aside from being able to display eye-catching photos and videos, it gives them the ability to communicate with their customers and build bridges. Make sure to utilise this tool to the fullest by keeping your information up to date and Google will do the rest.

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Author

Daniel Kelly

Daniel Kelly

Web Design & Digital Growth Specialist

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Why Growth-Driven Website Designs are Better Than Traditional Ones

Growth-Driven Website Design

Why Growth-Driven Website Designs are Better Than Traditional Ones

Growth-Driven Website Design

Designing a website takes a lot of work. You have to invest around 1-3 months of your time and about $15,000 to $80,000 for it.

However, there is an approach that will cut down on these two without sacrificing functionality and performance and that is by using growth-driven web design.

What is growth-driven design?

Growth-driven design (GDD) is a systematic website design and maintenance approach that helps in minimising the risks of traditional web design. This shortens the time to launch the website by focusing on the actual impact as well as continuous learning and improvement.

With the growth-driven design, you’ll be able to launch your website in as short as one month. Once it goes live, real-time and ongoing data analysis on how the website is performing is then fed back into the website in regular sprints, which is based on actual users. This means the website is constantly improving and continuously adapting to current conditions and markets.

Advantages of growth-driven website

Using a growth-driven design will let you enjoy the following benefits:

  • Minimise the risks of late delivery and blown-out costs
  • Produce better results through learning and continuous improvement
  • Promotes collaboration between departments, particularly sales and marketing
  • Flexible and responsive to changes in trends.
  • Requires less time to launch
  • The cost can be paid in monthly increments rather than upfront.
  • Data-driven functionality allows you to continuously improve your website and track ROI.
  • Capable of informing you how users behave which is helpful in improving marketing and sales strategies
  • Learnings and insights gained from other campaigns can be applied to the website almost immediately to help facilitate collaboration between departments.
  • Gives you an amazing website that puts you ahead of your competitors

The stages of growth-driven design

GDD undergoes three stages namely Strategy, Launch Pad, and Continuous Improvement. Here is an in-depth view of each stage:

1. Strategy stage

During this stage, you set out your objectives and create your buyer personas which includes customer demographics, behaviour patterns, motivations, and goals. This will help you in understanding your users’ motivations and pain points which is crucial in setting a solid foundation for your website.

For existing websites, a detailed audit needs to be undertaken to get key information about where your users are coming from, how they are interacting with your site, and why they’re engaging or heading elsewhere.

Once you have all this information, perform the Pareto Principle and make an 80/20 analysis of every feature and function you want the website to have. 20% of these must deliver 80% of the impact you desire. It is also important that you prioritise your website needs and set the wants aside, at least until the next monthly sprint cycle.

2. Launch pad stage

The launch pad is typically the final step in the traditional website design process but with the GDD, this is the stage where you begin the standard work. What do you perform here?
  • Design the content and messages
  • Construct the information architecture
  • COme up with the wireframe and design
  • Start the programming and development
  • Perform simple UX testing
The goal at this stage is to create a highly functioning website in a relatively short amount of time and quickly launch it. Once you get the site into users’ hands, you can start monitoring the performance of the site, look at the organic traffic, heatmaps, and bounce rates. With this data, you can immediately make updates based on initial user feedback.