10 Recommendations To Rank Your Google My Business Profile
Is your business getting leads from your Google My Business profile?
Google My Business (GMB) has evolved into a cornerstone for local SEO, offering businesses a direct channel to reach potential customers through Google Search and Maps. Understanding the factors influencing GMB rankings has become essential for businesses seeking to stand out in local search results. We have asked our local SEO team to explore the critical elements driving GMB success and how to leverage them for optimal visibility.
1. Complete and Accurate Business Information
One of the foundational aspects of a strong GMB profile is the completeness and accuracy of your business information. Google prioritises businesses that provide thorough and consistent details, including name, address, phone number (NAP), website, and business hours. Consistency across all online platforms, including your website and third-party directories, reinforces trustworthiness and aids in ranking.
In 2024, businesses need to ensure that their NAP details are not only accurate but also updated promptly in response to any changes. Adding attributes specific to your business type, such as amenities, accessibility features, or service options, further enhances relevance and appeal to potential customers.
2. Engaging with Customer Reviews
Reviews play a pivotal role in GMB rankings, acting as both a trust signal to Google and a decision-making factor for potential customers. Encouraging satisfied customers to leave positive reviews and responding to them promptly showcases your business’s commitment to customer service. It’s not just about amassing reviews but also about maintaining quality and relevance.
Responding to reviews, whether positive or negative, demonstrates active engagement and can improve customer perception. In 2024, businesses should focus on review management strategies that include personal, thoughtful responses and addressing any issues raised by customers to turn potentially negative experiences into positive outcomes.
3. Optimising for Local Keywords and Categories
Keyword optimisation extends beyond your website; it’s also crucial for your GMB profile. Selecting the most relevant business categories and incorporating local keywords into your business description can significantly impact your visibility in local searches. Performing keyword research prior to optimising your GMB profile is paramount. Google uses these signals to determine the context of your business and match it with user queries.
Categories should be chosen carefully, reflecting your core offerings while avoiding overstuffing. The primary category holds the most weight, so selecting the most accurate one is essential. Additionally, utilising keywords that align with local search intent within your business description helps Google and customers understand your services better.
4. High-Quality Photos and Visual Content
Visual content has become increasingly influential in GMB rankings. High-quality photos of your business, products, team, and environment not only make your profile more attractive but also increase engagement metrics, which Google considers when ranking businesses.
In 2024, incorporating photos regularly and ensuring they are tagged with relevant metadata, such as keywords and locations, can enhance your profile’s appeal. Videos, virtual tours, and 360-degree images can further differentiate your business from competitors, providing a more immersive experience for users.
5. The Role of Citations and Backlinks
Citations, which are mentions of your business name and details on other websites, remain a vital ranking factor. Consistency in citations across the web, including local directories, industry-specific sites, and social media platforms, reinforces the credibility of your business to Google.
Backlinks from reputable sources also contribute to your GMB ranking by signalling authority and relevance. In 2024, focusing on acquiring backlinks from local publications, community websites, and industry influencers can provide a significant boost. The quality of these links is more critical than quantity, so targeting high-authority sites is key.
6. Leveraging Google Posts and Updates
Google Posts provide a dynamic way to engage with customers directly from your GMB profile. Regularly posting updates about promotions, events, new products, or company news can drive more interactions and clicks, which are positive signals to Google.
The frequency and quality of posts can influence your GMB ranking. Posts that incorporate relevant keywords and engaging visuals or calls-to-action (CTAs) are more likely to attract customer interest. In 2024, a strategic approach to Google Posts, integrating them into your broader content marketing efforts, can provide a competitive edge.
7. The Impact of User Engagement and Behaviour
Google’s algorithm increasingly considers user behaviour metrics such as clicks, calls, and requests for directions from your GMB profile. High engagement levels indicate that your listing is relevant to user queries, which can enhance your ranking position.
Encouraging actions such as booking appointments, making reservations, or even simply visiting your website can improve engagement rates. A user-friendly, mobile-optimised website that offers a seamless transition from GMB is crucial for retaining visitors and encouraging interactions.
8. The Importance of Local SEO and Schema Markup
Local SEO extends beyond GMB, encompassing your overall online presence, including your website’s optimisation for local search terms. Implementing schema markup, which provides structured data that helps search engines understand your content better, can give you a ranking boost.
Schema markup specifically designed for local businesses, such as LocalBusiness, Organisation, or Place schemas, can directly influence how your business appears in search results. In 2024, businesses should prioritise integrating schema markup to enhance their online visibility and support GMB rankings.
9. Mobile Optimisation and User Experience
With the majority of local searches conducted on mobile devices, mobile optimisation is critical. A mobile-friendly website that loads quickly and provides an excellent user experience directly impacts your GMB ranking. Google’s mobile-first indexing means that the mobile version of your site is considered the primary version for ranking purposes.
Ensuring that your GMB listing is optimised for mobile, including easy access to click-to-call buttons, directions, and other interactive elements, can significantly improve user satisfaction and engagement.
10. Embracing AI and Automation Tools
As we move into 2024, AI and automation tools are becoming more integral to managing GMB profiles. These tools can streamline the process of posting updates, responding to reviews, and analysing performance metrics, allowing businesses to focus more on strategy rather than manual tasks.
AI-driven insights can also help in identifying opportunities for improvement, such as detecting changes in local search trends or identifying which aspects of your profile attract the most attention. Leveraging these technologies can provide a data-driven approach to optimising your GMB presence.
How To Excel in Local Search
In 2024, businesses aiming to excel in local search must prioritise a holistic approach to optimising their Google My Business profiles. From ensuring the accuracy of business information to engaging with reviews, optimising for local keywords, and embracing visual content, each factor plays a crucial role in improving your visibility and attracting more customers.
As competition continues to grow, staying updated with the latest GMB ranking factors and implementing these strategies can help your business stand out in the local landscape. If you need help in implementing some of these local SEO tactic, here at CTO Digital we offer free guidance and advice to help your GMB profile get more coverage, reach out to us if you need assistance.