Let's take some time to think about this object that has disappeared from our lives. The phone book. In it, businesses were listed and their customers could find their contact information easily.
With the advent of digitalization, Google My Business is now taking over!
It is an improved version of a phone book, in the form of a virtual data sheet. Consumers can find the address of a business, its opening hours or even its customer reviews.
So when users make a query on search engines with a specific keyword, the Google my Business listings of businesses are displayed on page, in the upper right corner of the search engine.
You know, those listings that instantly make you want to go to a restaurant... Or not. You can consult the reviews, the pictures of the place. And in a few clicks, you can form an opinion about a place.
For example, with the query "Italian restaurant Paris", it is obvious that the best rated restaurants will attract the most attention from customers.
Who can create a Google My Business listing?
As soon as you own a business, you can benefit from this service. Self-employed, craftsman, SME, large company... Any entrepreneur can create a Google My Business listing.
The service is free for businesses. It is therefore strongly recommended to use it because it is a key tool if you want to work on your local natural referencing.
Why create a Google My Business listing?
The figure is convincing: 97% of Internet users perform a Google search to find nearby businesses!
This is the first reason why you should take care of your Google My Business listing as a company. Almost everybody does a Google search, if he or she wants to find out more about a store nearby, or about the services of a craftsman.
Specifically, when a user performs a search on search engines, Google knows the precise geographical location of the person. Especially on mobile. Thus, you are offered search results based on this location.
Google's algorithm for ranking GMB listings in your search results is based on several points:
The distance to the search result in relation to your geolocation;
The level of relevance between the keyword typed and the registered company;
The popularity of the business which is measured by its activity, the number of interactions it has with its customers via its Google My Business page or its reviews submitted by its customers
Undeniably, it is a tool for your local SEO but also to improve your e-reputation. Indeed, you will be able to communicate about your brand, your services and your products via this online space.
3. First of all, you will have to fill in the name of your business. It is possible that Google already knows your business if you are listed on Google Maps. Then you will have to fill in your business category. It is important to choose it well so that you appear on the right Internet queries!
4. Then, it's time to tell Google if you have a business that is open to the public. For example, a consultant who offers services and works from home should not check this box. If you are a merchant with a physical place, it is better to mark it!
5. You will then have to fill in your contact information: category of your business, website if any, address, contact phone number.
6. Finally, the last step before creating your listing for Google My Business is to choose the validation method.
If this is unclear, feel free to check out Google's help page which details each of these steps in detail.
💡To choose the right business category, don't hesitate to take a look at your competitors' listings! We recommend that you choose one main category and several sub-categories.
Tips to optimize your Google My Business listing
After having put your business listing online, you must now follow some recommendations to take full advantage of this tool!
Fill in all the requested information
The more precise you are about your business, the better the Google ranking because it will be able to present you more accurately to your prospects.
So, go through all the categories visible on the interface and fill in your company information:
In the "Info" section: include the categories of your business, your address, the areas served by your business, your opening hours, your phone number, website, the services or products you offer, the description of your company (include keywords that your prospects are looking for and don't limit yourself, you have 750 characters for this description!)
Then, add your first photos to showcase your store or your products
After these few steps, your profile will already be much more optimized.
Publish news regularly
The most complete profiles also take advantage of another Google My Business feature: writing news.
These news will be visible to your customers and prospects as soon as they do a local search and find you via your GMB listing. So don't hesitate to publish them regularly: they show your recent activity and reinforce your local referencing. Start out by publishing news once a week.
To do this, go to the "Posts" tab. You will be able to create 3 types of news: news, offers (ideal to reference a marketing offer) and events.
At the end of each post, you can add a link to an external web page. Take advantage of this to highlight your products or pages of your website.
Share photos or videos
Images play a huge role on the internet! When consumers are looking for information about your business, they want to see the products you sell, your store and your team members!
In short, images build trust.
For example, a craftsman would be well advised to share pictures of his tools and images of him creating his products. A restaurant owner will be able to showcase new dishes along with images of the dining rooms.
💡 To start sharing your best photos and videos, click on the "Photos" section. It will also be possible to upload videos to your listing.
Collect customer reviews
For an optimal business listing, consider reaching out to your best customers to leave good reviews!
The testimonials of your customers will be a real sign of confidence for your prospects. It's also an opportunity to take care of your customer relations.
To do this, in the main menu on the left, click on "Home", then click on the "Receive reviews" section. You can then share the link to your Google My Business page.
When you have collected your first reviews, remember to answer them, even if the review is positive! This is also important for the Google algorithm.
For a negative review, remember to answer in a constructive way, tell your customer that he/she can contact you or that you will come back to him/her.
Analyze your web statistics
With Google My Business, you will know for example how many qualified contacts your listing has generated: calls or visits to your website.
You will also be able to compare yourself to similar companies that offer the same type of service and/or products.
Take advantage of the numerous data points available on this page and adapt your digital strategy accordingly.
List your website
On your business page, you can put a link to your website. It is important to do so because it is an essential SEO boost for a company.
If you don't have a website yet, include a link to your social networks.
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Frequently asked questions: Google My Business
Google My Business: what is it ?
Google My Business (GMB), is a tool for businesses or local organizations to be better referenced on the Internet.
The tool was formerly called Google Places or Google Local.
The Google My Business listing allows organizations to in crease their visibility online. It includes the following information:
Images of the products or store;
Contact information and precise coordinates of the company;
Year-round or holiday specific opening information.
How much does Google My Business cost?
Google My Business is free for businesses, associations or organizations.
It's easy to use, you should not encounter any problem in managing the platform. Our article gives you some tips on how to optimally set up your Google My Business account ⬆️
Why should you create a Google My Business listing?
Google My Business is great for helping a business grow. Here's what it can do for you:
Make you appear at the top of the search result on relevant keywords;
Give your customers and prospects all the information they need to know about your business (opening hours, address, services offered, etc);
Interact with your customers and take care of your customer relationship;
Help you improve your e-reputation and your natural referencing by allowing you to publish news about your business: it is a real digital showcase, like a website
How do I collect reviews on Google My Business?
Google My Business reviews are real assets for your reputation on the web! On the contrary, if they are bad, they can also do you a great disservice... Reviews on your listing indicate to your prospects the quality of service you can offer them. To collect more reviews, don't hesitate to contact your most loyal customers personally.