Why Google My Business is Essential.
People searching for a local business online are generally in a hurry, and are looking to make a quick move. That move could mean calling you, visiting your website, or getting Google Maps directions, all on their phone.
Just recently, I was out of town on business and wanted to find a gym to workout in for a couple of days. First thing I did was go to Google on my mobile device and searched "local gym".
Instead of the usual ads, or search engine results - Google showed me a map with a listing of the only gym near me and at my fingertips were the following: a call button, directions, website, and their Google reviews.
This map listing was presented to me because of that gym’s Google My Business profile. Chances are, your business has a GMB profile already, even if you haven't claimed ownership of it.
It is one of the most critical tools for local businesses wanting to rank in local searches.
Did you know?
The average business is found over 1000 times per month
A report was released in 2019 that shared some amazing insights into Google My Business listings. The report was a result of looking at 45,000 GMB profiles across 36 industries. Here's a few highlights of what was found:
On average, a business is found in 1,009 searches per month. That’s roughly 33 times a day.
Of those searches, 84% are discovery searches, which are queries for a business category rather than the specific name of a business.
The majority (75%) of searches for local businesses are done on Search, with the remaining 25% on Google Maps.
Between Q4 2017 and Q4 2018, direct searches grew by 38%, while website clicks from GMB listings grew 29%
The Average Google My Business Conversion Rate is 5% — That's 59 actions (website visits, direction requests, and calls — per month) on average every month for a typical Google My Business listing.
Google My Business: The Secrets to Success
It's obvious based on those results to see that a Google My Business listing can have a positive impact on your business. How much of an impact for your business will depend on how well you've optimized your listing.
We've studied the research and have identified several things a practice or business can do to help optimize their GMB profile. Here are just 2 of them:
1. Photos & Videos
Our current Internet culture is particularly visual. We curate images carefully of ourselves both personally and professionally. You need to take that same mindset to your GMB profile.
Google has reported that, “Businesses with photos receive 42% more requests for driving directions to their location from users on Google, and 35% more clicks through to their websites than businesses that don’t have photos.”
Worth mentioning:
Google My Business listings have an average of 11 photos
6% of Google My Business listings only have one photo
Businesses with more GMB photos get more clicks, calls and direction requests.
People want to see what your business looks like before they step in. Google recommends having a cover photo that best represents your business, and other photos that highlight your staff and features of your business that customers will be interested in. Photos will help customers make purchase decisions.
Another tip from Google is to add an image of the exterior of your building so customers can find it easily.
Curate, and spring clean your photos on a regular basis and encourage customers to take photos and upload them to Google.
Bottom Line:
More photos = more views
More views = more conversions
2. Reviews
Google reviews are an important component to your GMB profile. Google values trustworthy businesses, and frequent and positive reviews are one way to assess who will show up at the top of Google local listings. Local SEO relies heavily on Google reviews.
When a customer leaves a review, it will be prominently displayed next to your Google My Business listing in Maps and Search.
How Many Reviews Do You Need?
The average consumer expects a business to have 40 reviews before trusting its star rating.
Local businesses who rank in the top 3 positions in Google Local have an average of 47 Google Reviews
Businesses in positions 7-10 have an average of 38 reviews (9 fewer than those taking the top spots)
The average number of reviews across all industries is 39.
Dentists only average 32 reviews in their GMB profile.
The medical industry averages 15 reviews.
Bars, restaurants, and hotels are the industries that are most likely to have Google Reviews
On average, 74% of local businesses have at least one Google Review
Accountants are the least likely industry to have reviews on Google
The more Google reviews a business or practice has, the higher the possibilities are for them to rank at the top of Google. Reviews aren't a factor you can single out and test, because companies that are on top of their local SEO will have many reviews and be on top of their SEO game at the same time.
Bottom Line:
Getting satisfied customers to write reviews can seriously enhance your Google My Business profile.
Get Help From The Google My Business Experts.
Google My Business is the most powerful local SEO tool for businesses and practices. GMB can position your business in front of new customers and keep you one step ahead of your competition.