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Google My Business (GMB) is definitely a must-have when it comes to operating a business at any level, but there’s also a level of strategy that needs to be considered when doing so. There is really no end to how strategic you want to work GMB into your digital marketing plans for 2020, especially with voice search optimisation now a major player. So, ready player one? Let’s start with the basics to get you thinking on the right track.
Every business that operates offline or online should have a Google My Business listing. We say ‘should’, because, more surprisingly, you will find that more than a quarter of local businesses are yet to be claimed. A Google study in 2016 told us that 56% of local retailers haven’t claimed their Google My Business (GMB) listing. By 2019, this number would drop, but not drastically as you’d expect.
If you’re local, you’re definitely going to want to be seen in those map listings that appear in Google search.
It’s important to note that if your business is claimed, it will look well-maintained. Updated information, great photos, accurate NAP (Name, Address, Phone Number) etc.
If it is not claimed, it may not even appear in a local search. If your business does pop-up in the search engine, like in our example, but you haven’t claimed it, it will say at the bottom of the map listing ‘’claim this business’. You’ll then be redirected to the Google My Business page to get started.
Google search your business name and see if it appears right of screen like in the example below. As you can see, the business name has been entered in the search bar, and if your digital marketing is managed well, your search should look something like the image below.
Mapping & NAP
Note that on the Cutri & Co. Barber Shop example, the information provided should be consistent with all web domains, social media accounts and e-commerce sites representing the brand. By keeping everything the same, Google will award you points, and this can improve your web ranking. The critical information of your business is known as the NAP (Name, Address, Phone) and coupled with Google reviews, will preference your business amongst local competitors when a generic search takes place.
Example in this case, if you were to search ‘’Barber Rozelle’’, the business example should appear in the top 3 recommendations, if not the overall number 1 top pick by Google matching with your search.
As you can see, this has been achieved by the marketers in this screen-grab below.
Mapping is much the same to NAP. Google Maps tend to be the preferred navigation option to consumers. If your information isn’t updated regularly, this can effect your overall web ranking and mapping visibility to Google. As Google are constantly doing changes to improve functionality, not to mention keeping up with all the changes to roads/traffic conditions, you will be solely responsible for maintaining this aspect, and advising Google of changes to your business listing and any factors that may hinder a consumer reaching you & your services.
Need help with your Google My Business (GMB) strategy in 2019?
Reach out to us at GYA today for your complimentary consultation and free GMB audit.