• Optimise Your Google My Business Listing - Small Business Guide

  • How to Optimise Your Google My Business Listing

    In this comprehensive guide, we will walk you through the steps to optimize your Google My Business (GMB) listing. By doing so, you can enhance your online presence, boost visibility, and attract more customers to your business.


    Whether you're a small local shop or a global corporation, GMB is a powerful tool that shouldn't be overlooked in your digital marketing strategy.

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    Understanding the Basics of Google My Business

    Before we dive into the optimisation techniques, let's explore the fundamentals of Google My Business and why it is essential for your business. GMB is a free and user-friendly platform provided by Google that allows you to manage your business information, engage with customers, and control how your business appears in Google Search and Maps.

    Google My Business is a powerful tool that can significantly impact your online presence. By utilising this platform effectively, you can enhance your visibility, attract more customers, and build a strong online reputation.

    When you claim your business on Google My Business, you gain access to a range of features that can help you connect with your target audience. These features include the ability to:

    • add photos
    • respond to customer reviews
    • post updates
    • create special offers.

    By utilising these features, you can engage with potential customers and provide them with valuable information about your products or services.

    Exploring the Benefits of Google My Business for Your Business

    Having a well-optimised GMB listing offers numerous advantages. Firstly, it helps potential customers find your business easily when they search for relevant products or services.

    Studies show that businesses with a complete and accurate listing are twice as likely to be considered reputable by users.

    Additionally, GMB allows you to showcase important details such as your business hours, contact information, and customer reviews, fostering trust and credibility.

    Furthermore, Google My Business provides valuable insights and analytics about your online presence. You can track how customers find your business, what actions they take on your listing, and even see the number of phone calls and website visits generated through your GMB profile.

    This data can help you make informed decisions and optimise your marketing strategies.

    Step-by-Step Guide to Creating a Google My Business Account

    Creating a GMB account is straightforward.

    1. Start by going to the Google My Business website and clicking on the "Start Now" button. You'll be prompted to enter your business name, location, and category. Be precise and consistent with the information you provide. Once you've added the necessary details, Google will verify your business by mail or phone to ensure the accuracy of your listing.
    2. Verifying your business is a crucial step in the process. It not only confirms that you are the legitimate owner of the business but also helps Google maintain the integrity of its search results. By verifying your business, you demonstrate your commitment to providing accurate and reliable information to potential customers.
    3. Once your business is verified, you can start optimising your GMB profile to maximise its visibility and impact. This involves providing detailed and up-to-date information about your business, including:
      1. your address
      2. phone number
      3. website
      4. business hours.

    The more information you provide, the easier it will be for customers to find and engage with your business.

    Optimising Your Google My Business Profile for Maximum Visibility

    Now that you have a verified GMB account, it's time to maximise your visibility. Start by completing every section of your profile, including a detailed business description, high-quality images, and accurate contact information. Consider using relevant keywords in your description to improve your chances of ranking higher in search results.

    In addition to the basic information, Google My Business allows you to add additional attributes to your profile. These attributes can include features such as wheelchair accessibility, outdoor seating, or Wi-Fi availability. By providing these details, you can attract customers who specifically search for businesses with these specific features.

    Remember to regularly update your GMB profile with any changes to your business, such as new products or services. This signals to both Google and your potential customers that your business is active and up-to-date. Additionally, regularly posting updates, offers, or events on your GMB profile can help you stay connected with your audience and encourage them to engage with your business.

    By optimising your Google My Business profile, you can increase your chances of appearing in the coveted "Local Pack" or "3-Pack" of search results. This is the section that appears at the top of the search results page and prominently displays three local businesses related to the search query. Being featured in this section can significantly boost your visibility and attract more customers.

    Enhancing Your Google My Business Experience

    Once you've set up and optimised your GMB listing, it's time to explore additional ways to enhance your Google My Business experience. Take advantage of the following tips to stand out from the competition.

    Power of Personalisation in Your Google My Business Profile

    Personalisation is key in today's digital landscape.

    Use GMB's features to add personality and engage with your audience.

    • Respond to customer reviews promptly, whether they're positive or negative.
    • Show appreciation for positive feedback and address concerns in a professional and helpful manner.
    • Your responsiveness and genuine interaction will not only improve customer satisfaction but also demonstrate to future customers that you value their input.

    Integrating Google My Business with Google Analytics

    As a savvy business owner, integrating Google My Business with Google Analytics is a must. This combination allows you to gain valuable insights into your website's traffic and customer behavior. By linking both accounts, you can track user interactions, monitor the effectiveness of your marketing campaigns, and make data-driven decisions to further improve your online presence.

    Demystifying UTM Campaign Codes for Google My Business

    UTM campaign codes are powerful tools for tracking and analysing the effectiveness of your marketing efforts. By tagging your URLs with UTM codes, you can identify the campaigns and channels that drive the most traffic to your website. Apply these codes to your GMB posts or promotions, and you'll gain valuable information about user click-through rates and conversions.

    For example, using UTM codes in a GMB post promoting a special discount can help you determine whether the post drove traffic and led to sales. Armed with this data, you can refine your marketing strategies accordingly, focusing on what works best for your business.

    Tracking Traffic and Analytics in Google Analytics & GA4

    Understanding your website's traffic and user behavior is crucial for successful digital marketing. Google Analytics and its latest iteration, GA4, provide you with invaluable data to assess your website's performance. By analysing metrics such as bounce rate, time on page, and conversions, you can identify areas for improvement and make informed decisions to optimise your website and GMB listing even further.

    Boosting Your Online Presence with Google My Business

    Finally, let's explore some additional tips to boost your online presence using Google My Business.

    Firstly, encourage your customers to leave reviews on your GMB listing. Positive reviews not only increase your credibility but also influence potential customers' decision-making process. Moreover, aim to respond to reviews promptly and professionally, showcasing your commitment to customer satisfaction.

    Secondly, use features like:

    • GMB posts to share news
    • updates
    • upcoming events.

    These posts appear directly in Google Search and Maps, keeping your audience informed and engaged.

    Lastly, consider using Google My Business Insights to gain a deeper understanding of how users interact with your listing. Insights provide valuable data on customer actions, popular search queries, and photo views, helping you refine your marketing strategies and stay ahead of the game.

    In conclusion, optimising your Google My Business listing is paramount to attracting new customers and establishing a strong online presence.

    By following this comprehensive guide and leveraging the various features provided by GMB, you can ensure that your business stands out from the competition and connects with your target audience effectively. So, it's time to take charge of your GMB listing and unlock the immense potential it holds for your business success.



    Jason Burns is the Head of SEO at SEO Moves, a leading digital marketing agency servicing clients in the UK. With over 14 years of experience in the SEO industry, Jason has helped numerous small to medium sized businesses improve their online visibility and achieve significant growth under the digital practice of SEO. He holds a 1st Class Honours Bachelor's degree in Business & Marketing and is a certified Google Partner, demonstrating his expertise in search engine optimisation and the very best digital marketing practices.

    Jason is a frequent speaker at conferences and has been featured as an SEO expert in several online publications. He is committed to staying up-to-date with the latest trends and algorithm updates, ensuring that SEO Moves provides cutting-edge strategies and techniques to help clients achieve their online marketing goals. Jason's dedication to delivering exceptional results and providing top-notch customer service has earned him a reputation as a trusted and authoritative figure in the SEO community.

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