If you’re running a business, getting noticed online isn’t just important—it’s essential. That’s where Google My Business (GMB) steps in, acting as your digital front door. It’s a free tool that helps businesses stand out on Google Search and Maps, making it easier for potential customers to find you and learn what you’re all about.
I’ve seen how a well-optimised GMB profile can transform a business’s online presence. It’s not just about listing your address or opening hours—it’s about creating a compelling snapshot of your brand. Whether you’re a local café, a boutique store, or a service provider, mastering GMB can give you the competitive edge you need.
In this guide, I’ll walk you through everything you need to know to make the most of Google My Business. From setting up your profile to leveraging its features, you’ll have the tools to stand out and succeed.
What is Google My Business (GMB)?
Google My Business (GMB) is a free tool designed to help businesses manage their online presence across Google’s platforms. It enables businesses to create detailed profiles that appear on Google Search and Maps, making essential information like contact details, operating hours, and directions accessible to potential customers.
Alongside providing basic business details, GMB offers features like customer reviews, photos, and posts to showcase products, services, or updates. This customisation helps businesses strengthen their credibility and attract more attention from local audiences.
GMB profiles improve visibility for local searches by ensuring businesses are listed in the “Local Pack” section of search results. These detailed profiles increase chances of customer engagement, particularly for location-based searches or queries involving services near the user.
How to Set Up Your GMB Profile
Create Your Account
Visit the Google My Business website and sign in with your Google account. Enter your business name and ensure it’s spelt accurately. If your business name appears in the suggestions, select it to claim the listing. If not, continue creating a new listing.
Provide Business Information
Enter your business category first, as it affects how customers find you in local searches. Add your address if you have a physical location, or select the “no location” option for service-area businesses. Specify other service areas if applicable.
Add Contact Details
Provide a phone number and website link so customers can reach you. Ensure the information matches your other online listings to maintain consistency and boost credibility.
Verify Your Business
Choose the verification method offered by Google, typically via postcard, phone, or email. Complete the process promptly, as your profile remains unpublished until verified.
Optimise Your Profile
Once verified, upload quality photos of your business, products, or services. Write a concise “About” section targeting relevant keywords while keeping it authentic. Add operating hours and any additional contact options.
Enable Messaging
Activate Google Messaging to let customers contact you directly through your GMB profile. Respond promptly to build trust and improve engagement.
Monitor and Update Regularly
Log in frequently to update hours, images, and promotions. Respond to reviews, addressing both positive and negative feedback professionally.
Optimising Your GMB Listing for Better Rankings
Complete Every Section
I focus on filling out all sections in my GMB profile, including business name, address, phone number (NAP), category, and attributes. Consistency across these details ensures accuracy, which enhances trust with both Google and potential customers. For example, choosing an appropriate primary category like “Italian Restaurant” instead of a generic term improves relevance in search results.
Add High-Quality Photos
I upload clear, high-resolution images of my business exterior, interior, products, and services. Studies show that listings with photos receive 42% more requests for directions and 35% more website clicks. Regular updates to these visuals keep my listing engaging and relevant.
Collect and Respond to Reviews
I encourage customers to leave reviews and promptly reply to feedback, showing engagement and customer care. Responding professionally to negative reviews demonstrates accountability and builds trust with others considering my business.
Share Google Posts Regularly
I use the ‘Posts’ feature to share updates like promotions, events, or announcements. Each post includes an engaging description, a call-to-action (CTA), and links to my website if applicable. Google’s algorithms favour active listings, so fresh content helps maintain visibility.
Monitor Questions and Answers (Q&A)
I monitor the Q&A section to answer customer queries accurately. Providing prompt, helpful responses establishes my authority and prevents misinformation. Setting up alerts for new questions ensures every query gets addressed.
Use Appropriate Keywords
I integrate targeted keywords into my business description, services, and even reviews if possible. For instance, including “affordable dental care in London” improves my chances of appearing in matching local searches.
Enable Direct Messaging
I activate the messaging feature to facilitate quick, direct communication with potential customers. Fast responses improve customer satisfaction and build confidence in my services. Consistent monitoring ensures no queries go unanswered.
Track Performance Metrics
I review insights such as search queries, customer actions, and profile views using the GMB dashboard. Analysing these metrics regularly helps me understand what works and make data-driven adjustments to improve rankings.
Tips for Managing GMB Reviews and Customer Interactions
Effectively managing reviews and customer interactions on Google My Business (GMB) enhances credibility and engagement.
Respond to Reviews Promptly
Reply to both positive and negative reviews within 24-48 hours. For example, thank customers for positive feedback or show accountability and resolution in case of complaints. Always maintain a polite and professional tone.
Acknowledge Negative Feedback
Take ownership of any mistakes and provide a clear solution. For instance, apologise for a delayed service and offer an appropriate resolution. Demonstrating accountability can turn dissatisfied customers into loyal followers.
Encourage Reviews from Customers
Ask satisfied customers to leave feedback on your GMB profile after successful interactions. Include reminders on your website, email campaigns, or invoices. High review volume improves visibility in local search results.
Monitor Review Trends
Regularly analyse feedback to identify recurring issues or trends. For example, several comments about slow service might signal operational inefficiencies that need attention.
Use the Messaging Feature
Enable messaging to communicate directly with potential customers. Respond quickly to queries, as this boosts engagement and fosters trust. Make sure responses are concise and address customer needs effectively.
Maintain Professionalism in Interactions
Always use clear and respectful communication, avoiding emotional or impulsive responses. For example, if a review is aggressive or inaccurate, address it factually and kindly, without escalating the situation.
Highlight Reviews in Updates
Share notable customer testimonials through the ‘Posts’ feature, such as quotes praising excellent service or loyalty. This reinforces credibility and encourages additional feedback.
Common Mistakes to Avoid with GMB
While Google My Business is a powerful tool, it’s easy to overlook key aspects that can impact its effectiveness. Neglecting to update your profile regularly or leaving sections incomplete can harm your credibility and visibility. Consistency across your business name, address, and phone number is crucial to avoid confusing potential customers or search engines.
Ignoring customer reviews or failing to respond promptly can also damage your reputation. Engaging with reviews, whether positive or negative, shows professionalism and builds trust. Another common mistake is underutilising features like ‘Posts’ or the Q&A section, which can drive more engagement when used strategically.
Lastly, don’t forget to track your performance metrics. Regularly analysing insights from your GMB dashboard helps fine-tune your approach and ensures your profile remains competitive. By avoiding these pitfalls, you’ll maximise your GMB profile’s potential and strengthen your business’s online presence.