As mentioned, Google My Business is a tool that enables you to manage and optimize your Business Profile on Google—which is one of many important business directory listings. So to explain what Google My Business is and how it works, let’s first make sure we’re clear on what a Business Profile is.
Your Business Profile is Google’s term for your Google business listing. Business Profiles appear in Google Maps and in the local results of Google Search.
How to use Google My Business for local marketing?
So we’ve established that Google My Business is not your Business Profile, but rather a tool by which you enhance your Business Profile to boost its visibility and effectiveness. Let’s cover the four core ways you can use this Google My Business to make your profile on Google listing a better local marketing tool.
1. Engage with consumers
There are a lot of ways consumers can interact with your Business Profile, and you use your Google My Business account to engage back with them. You can respond to reviews, answer questions, enable direct messaging, and set up associated alerts. You can even use Google My Business to publish posts to your Business Profile, much like you would with Facebook and other social media platforms.
A Business Profile alone contains limited information about your business. But through your Google My Business account dashboard, you can provide hours, a link to your website, products and pricing, attributes, and other details that make your business unique. You will also use your Google My Business to make edits and updates as needed.
3. Gain insights
You can use the Google My Business dashboard to gain key insights on your audience and local search performance. In the analytics tab of the platform, you can see the queries customers are using to find your Business Profile, whether they found you on Google Maps or Google Search, a breakdown of actions taken on your listing, and how your photos are performing compared to other profiles in your category.
4. Perform local SEO
Just as Google has algorithms for ranking its ads and websites, it also has one for ranking Business Profiles. Through your Google My Business dashboard, you can incorporate keywords into your Business Profile and perform other optimizations to help it rank in local results, which we’re going to cover next.
How to use Google My Business for SEO?
Google Business Profiles are dynamic. Not only do they change form based on platform, but Google will also prioritize sections of your profile according to the term that was searched as well as the type of information most important to consumers in your category. Even better, Google will embolden keywords in the content of your profile that it thinks are relevant.
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