What is Google My Business, and Why Does Your Business Need It?
In today’s online-first world, local businesses can thrive or falter based on their online presence. One tool that has proven to be a game-changer for improving local visibility is Google My Business (GMB). Whether you’re running a small café, a service-based business, or a boutique shop, optimising your GMB profile can help bring you closer to your customers and stand out in your community.
If you’re not already leveraging this free platform developed by Google, you’re leaving potential customers and revenue on the table. In this guide, we’ll dive into what Google My Business is, why it’s invaluable for your business, and how you can set it up to maximise your visibility in local search results.
What Is Google My Business?
Google My Business is a free tool provided by Google that allows businesses to create a digital profile to appear in Google Search, Google Maps, and the Local Pack. Think of it as your business’s online storefront—a virtual first impression that can either draw customers in or drive them away, depending on how well it’s managed.
Your GMB profile displays essential details about your business, such as:
Your business name
Address and contact information
Operating hours
Photos
Customer reviews
Your website link
A brief description of your business
When optimised, your GMB profile ensures your business not only appears in local search but also stands out to potential customers searching for services or products in your area.
Why Does Your Business Need Google My Business?
Local businesses thrive on visibility within their communities. With that said, here are some key reasons why setting up and utilising Google My Business is an absolute must:
1. Increased Local Visibility
When users perform “near me” searches, like “best coffee shop near me,” Google prioritises showing businesses with GMB listings in its Local Pack. This trio of highlighted businesses pops up at the very top of the search results, significantly boosting exposure.
2. Builds Credibility and Trust
Online reviews play a significant role in consumer decision-making. Google My Business allows your customers to leave reviews, and your average star rating is prominently featured. By responding to reviews (both good and bad), you signal to potential customers that you value their feedback.
3. Gives You Valuable Insights
Google My Business provides analytics, showing you how customers are finding and interacting with your listing. You can track:
Searches that led to your profile
Clicks to your website
Phone calls made directly from your profile
Requests for directions
These insights help you understand your audience and fine-tune your marketing strategies.
4. Offers Better Engagement Opportunities
With GMB, you can engage with your customers directly via posts, Q&A, and reviews, fostering a stronger connection with your community and boosting customer loyalty.
5. Free to Use
Best of all, Google My Business is completely free. For small businesses, this is a cost-effective way to increase visibility and customer engagement with no upfront expense.
How to Set Up Google My Business: Step-by-Step
You don’t need to be tech-savvy to create and optimise your GMB listing. Follow this simple step-by-step guide:
Step 1: Visit the Google My Business Website
Start by heading to the Google My Business website. Sign in with the Google account you want to associate with your business (ideally, your business’s official email).
Step 2: Enter Your Business Information
Fill out the necessary details about your business, including:
Your business name (be consistent with branding)
Your address (for brick-and-mortar businesses)
Your service area (for service-based businesses like plumbers or electricians)
Category (e.g., café, pet store, electrician)
Phone number
Website URL
Step 3: Verify Your Business
The verification process ensures your business is legitimate. Google typically sends a postcard to your physical address containing a verification code. Enter this code in your GMB account to complete verification. For some businesses, Google may offer phone, email, or instant verification options.
Step 4: Optimise Your Profile
Once verified, it’s time to enhance your listing:
Add high-quality photos of your business (exterior, interior, products, etc.).
Write a compelling business description.
Include your key services, menu items, or product details.
Double-check your information for accuracy and ensure it matches your website and other online listings.
Step 5: Keep It Updated
Regularly update your profile to reflect changes like new products, events, or adjusted operating hours (e.g., during holidays). Showcase what sets you apart by posting updates and special offers directly on your GMB profile.
Tips to Leverage Google My Business for Maximum Impact
Now that your GMB profile is live, here’s how to make the most of it:
1. Get and Manage Customer Reviews
Encourage satisfied customers to write reviews about their experiences with your business. Respond to every review—thank customers for positive feedback and address complaints constructively. This boosts trustworthiness and improves your relationship with your audience.
2. Use Keywords in Your Description
Optimise your business description by including keywords people might use when searching for services or products you offer. Avoid stuffing keywords—keep it natural and informative.
3. Upload Fresh Content
Keep your profile engaging by posting updates, announcements, or offers. For instance:
Promotional discounts
New product launches
Special events
Photos and updates keep your profile active and attractive to potential customers.
4. Monitor Insights Regularly
Review the analytics Google My Business provides to understand how customers are finding and interacting with your listing. Use these insights to tweak your strategies.
5. Align with Local SEO Practices
Your GMB profile works best when combined with a robust local SEO strategy. Ensure your website is mobile-friendly, create localised content, and build links from other reputable local businesses or websites to boost your local rankings.
Conclusion
Google My Business is no longer optional for businesses aiming to increase their local visibility—it’s a necessity. By taking the time to set up and optimise your profile, you empower your business to connect with local customers more effectively and close the gap between online queries and in-store visits.
Whether you’re just starting out or looking to scale your local sales, Google My Business is an invaluable tool to grow your reach and streamline how potential customers find and interact with your business. Don’t wait—take charge of your local presence today!
