What Is Your Google My Business Strategy?
Search Means Google – and Mobile
When searching for services or for products, people overwhelmingly turn to Google. The volume is staggering with 40,000 searches per second and 3.5 Billion searches per day.
And, local search has gone mobile. In 2014, mobile and desktop search were about equal in annual volume at about 66 billion searches. This year, mobile search volume is projected to hit 127.5 billion, as desktop drops slightly to 62.7 billion.
Local as Anything
Some 33% of all searches are related to location, and 76% of people who search on their smartphones for something nearby visit a business within a day. In October, Google CEO Sundar Pichai stated that local mobile searches are growing even faster than mobile searches in general; these and have increased by almost 50% in the last year. This means your Google My Business (GMB) presence should be one of the most important weapons in your marketing arsenal.
GMB Strategy Webinar
Recently, we hosted a webinar with GMB experts from Rio SEO. Below are key takeaways from the webinar.
Have You Updated Your NAPUCHD Recently?
It is time to claim (if you have not already), update and groom your listing. First off, you may be wondering what NAPUCHD is. It is an acronym (hat tip to Krystal Taing of Rio SEO for coming up with this) for the most basic and important components of your Google My Business listing.
- Name – Be sure your business name is correct, accurate and complete. Resist the urge to add keywords to rank for other terms.
- Address – Accuracy is vital, of course. If you have multiple locations, or several service areas, Google My Business allows you add this information to rank for other service areas.
- Phone – Make sure the phone number connects precisely with the location.
- URL – Use a location specific url. For restaurants, Google now allows you add urls for menus or delivery options.
- Categories – Show what your business does, rather than what your business offers. For example, if you are a hotel you should not add gym as a category. This will confuse the search engine and prospective visitors.
- Hours – Especially around the holidays, show extra hours, as well as days you will be closed.
- Description – This field has recently been made owner-editable. It is a space to offer detail, preferably local-focused. Leave URLs out of this section, though.
Photo and Video are Vital
- An exterior photo is important, both for “curb appeal” – presenting an attractive first impression – and for guiding first-time visitors to your location.
- Interior photos help the prospective visitor see what they will encounter on their visit, so add images that are welcoming, evocative and accurate.
- Videos up to 30 seconds long are allowed for the first time. This presents another opportunity to tell your story, and show off your wares, your service or your interior and staff.
Consumers Can Post Images of Business
Consumers may also post photos of your location as long as they are deemed useful and not offensive. Google’s photo ranking algorithm delivers what it calculates to be the most relevant images. If you see something that is really wrong, communicate with Google to report the image, especially if it violates their terms. You may be able to have it removed or suppressed. Tip: This can take some time, so be patient, and make sure you and your staff DO NOT click on the image in the meanwhile, thus unintentionally making it seem more relevant to Google.
Ready For More Advice on Google My Business?
Listen to our Google My Business Strategy webinar with Rio SEO. You will gain actionable insights on topics from initial setup to optimizing your GMB listing, and learn how to
- Avoid common pitfalls that hurt businesses’ presence on Google My Business.
- Improve your online review scores and spruce up your Google My Business page.
- Optimize your presence using time-saving local listing and content tips.
- Get practical advice for engaging potential new customers, whether you are one location or an enterprise organization.
Our webinar features a panel of top experts:
- Krystal Taing, Listings Management Product Specialist at Rio SEO
- Brian Smith, Director of Local Strategy & Data Partnerships at Rio SEO
- Aaron Clifford, SVP of Marketing at Binary Fountain
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