According to Moz, a leader in the search engine optimization space, Google My Business (GMB) is one of the most powerful ways to improve a business’s local search engine optimization and online visibility. Your GMB account allows your businesses to manage their online presence across Google, from one dashboard.
Your Google My Business profile can help give your company exposure on Google’s search engine. Potential customers quickly see your business’ name, address, and phone number. They can also see your business photos, read online reviews, find a description of your company, complete a transaction (like book an appointment), and see other information that grabs a searcher’s attention — all without them even visiting your website. That’s pretty spectacular stuff right there — and it’s all in the price range of FREE!
While more companies are claiming their GMB pages, few are using it to its full potential or understand the potential benefits it could have on their SEO efforts, when used correctly. For instance, the posting feature is often overlooked by companies. On your GMB page, Google has a social posting platform that allows a business to provide “up-to-date posts from verified people, places, or things, directly in search results.”
These posts are public and allow businesses to share company updates like events, services, specials, and company news, respond to customer reviews. You should also be adding photos to highlight what makes your business unique and help build brand awareness.
What’s cool about these posts is that they are displayed in the knowledge panel rather than appearing in search results. This is different from the now-defunct Google+, which was Google’s attempt to become a social platform like Facebook.
Why use Google My Business posts over traditional social media posts?
So why would one use GMB to post, over platforms like Facebook, Instagram, and Twitter? While these social media platforms should still be utilized as a part of your overall online marketing strategy, Google Posts have an advantage in some areas.
1.) Google My Business posts are more searchable.
When searching for a business, these GMB posts will appear directly on Google Search and Google Maps pages. When someone searches for your business, your location address and phone number will appear in the knowledge panel on your search results’ right-hand side. Your company’s location is the primary piece of information searched for by local customers. With posts, you can give them even more incentive to patronize your business by offering specials and discounts, for instance.
2.) Google My Business posts are great for putting in keywords.
When you search for things on Google, you are looking for specific services or products. These are the keywords. With GMB posts, you can incorporate these searched keywords to target your audiences. Since people are already searching for them, they are likely further in the buying process for these products and services, and in a decision-making stage. So, using the keywords in your posts gives you a way to “make the sale.”
3.) Google My Business posts can impact your search engine rankings.
According to local ranking factor industry research, GMB “signals” are the most important ranking factor for local pack rankings in maps. Google wants to provide searchers with the most relevant information when they are searching for a term. By posting to your GMB, you share relevant content and information about your local business, which contributes to building your location authority and tells Google that your business is legit. The more you legitimize your business to Google, the higher ranking you will get. The higher your ranking, the higher you will appear on Google search and gain more traffic to your site.
Google My Business “signals” are the most important ranking factor for local pack rankings in maps.
4.) Google My Business posts allow you to expand your reach.
Let’s face it, Google leads the way in search engine results, but it also surpasses Facebook search queries. According to Adweek, Google averages 3.5 billion searches per day, compared to Facebook’s 2 billion per day. Also, 82 percent of people turn to search engines to find local information.
5.) Google My Business posts allow you to give your customers a direct call to action.
Online marketing guru, Neil Patel, says that the human mind expects a call to action button. Neil says, “Our minds are prepared for and are expecting an experience of being called to act and have already decided that there will be a CTA. Call to action buttons have been proven priceless for converting customers. We know that expectation affects behavior. That’s why people know to act on the CTA. They aren’t staring at the CTA button, wondering what it is. They know it’s a button they are being asked to click.” You can include CTA in your GMB posts to entice customers to take the next step.
Some ideas for how you might utilize this is to make buttons that encourage searchers to:
- Sign up for a newsletter
- Learn more about your offer
- Buy a specific product from your website
- Call now
- Make a reservation
6.) Google My Business posts provide for some backlinks.
Backlinks are so important when it comes to placing higher in organic search results. By posting great content on your GMB posts, people are more likely to engage and reference information from your site. You can also link your site pages in a post, making it easier for researchers to find your pages.
It’s time to start posting on Google My Business!
GMB posting has become incredibly valuable to local businesses. Facebook, Twitter, and Instagram is overly saturated with companies looking to promote brand awareness. But, since many people haven’t jumped on board with GMB posts, it hasn’t been flooded by the masses just yet — which is why you should get in now!
The bottom line is, Google My Business is free advertising for you and a great way to allow your customers to know what’s going on with your business. Why not use it to its full advantage? It’s one of those things that you can do on your own to help increase your SEO, when done properly. It’s time to get posting!