With a Google My Business listing, you showcase your company in many Google services and increase your visibility in the search results. This guide explains how you can optimise your business listing and what needs to be kept in mind particularly for the B2B sector.
Optimise your Google listing: 7 tips for a strong Google My Business profile
The importance of a powerful listing with Google My Business can be seen in the study from BrightLocal. Thirty-six difference sectors from the USA, Canada, Australia and the UK were examined. The result: in 2018, local companies enjoyed 29 per cent more clicks on their website and 22 per cent more calls from customers based on their Google listing. This shows how important it is to maintain and optimise your profile. Keep the following 7 tips in mind:
1. Complete your Google My Business profile
Not just the key facts, but also the matching business categories and attributes which the tool offers. What’s more, take the time to formulate a short, impactful description of your company and post interesting articles on a regular basis.
2. Update your information regularly
Keep your profile updated, such as information about your address, URL, phone number and opening hours. Especially when your company is listed in business services other than Google My Business, an update in the event of a change can be time-consuming. But help may be provided by a synchronisation service: It lets you synchronise your data on all the relevant online portals so that your company profile appears on the Internet with the same current information at one go with just a few clicks.
3. Include photos and videos
Make your listing with Google My Business more dynamic and powerful by adding photos and videos. Use several attractive images which portray a diverse range of your company’s aspects. An image or product video offers you the opportunity to communicate essential information within just a short time in an appealing way.
In 2018, local companies enjoyed 29 per cent more clicks on their website and 22 per cent more calls from customers based on their Google listing.
4. Ask satisfied customers and partners to rate your company
The number and quality of the reviews have a decisive influence on your company’s ranking in the search results. And potential customers, too, often take their purchasing decisions based on your ratings.
5. Enter your location
It's important to enter the location of your company , but also keep in mind to check that this location is shown correctly on Google Maps.
6. Activate the messaging function
Potential customers can communicate directly with you via this route. Reply as soon as possible to reinforce your relationship with the customer and their loyalty.
7. Take advantage of the local citations
Many correct listings in various business directories, company registries or trade associations reflect the prevalence and relevance of your company. As a result, these serve as a ranking factor for your Google My Business listing.
Google My Business for the B2B sector: leverage Google articles
The optimisation tips listed above are valid for both B2C and B2B companies. However, because footfall only plays a secondary role for the B2B sector, the local search via Google Maps is not entirely essential in this area.
Instead, Google My Business is an important part of the communications strategy for B2B companies. Leverage the tool to get in touch with your existing customers and potential new customers. Not only passively, but also actively. Publish articles here regularly, such as product or company announcements, press releases, event dates, seminars or webinars, blog articles or the latest sales promotions. In this way, your Google My Business listing becomes a substantial content marketing channel.