The Ultimate Google My Business Optimization Checklist

Even if it sounds unfamiliar, you’ve probably interacted with Google My Business (GMB) without knowing it. It’s the list of businesses Google will pull up on the top of your search engine result page (SERP) that you can expand to see an overview of each business. Nearly everyone uses Google My Business to find nitty-gritty details about a business — the contact information,  the hours, pictures of services, and reviews. When people like what they see on the profile, they’ll often click on the business page itself or go further in the sales funnel. 

Either way, GMB is one of the biggest influences in the SEO world. After seeing an incomplete or disappointing profile, people are more likely to pass on your business or turn to your competitors, which affects SEO metrics and your bottom line.

What Is Google My Business?

Google’s sole intent is to improve the user experience. It’s gotten so good at it that it can now interpret which queries about services and products have local intent. For example, if you Google “restaurants in my area,” Google will automatically pull up a map and a list of profiles of restaurants near you that receive the best and most engagement. Google assumes that you will appreciate these restaurants the most.

This is why GMB disproportionately affects local businesses aiming to receive more traffic. If you have an incomplete GMB profile or it doesn’t receive any engagement, it will likely be at the bottom of this list. As a result, fewer people will click on your business page or complete a sale. 

Any GMB profile is a free opportunity to build your brand that includes the following information: 

• Business name;
• Description;
• Services and products;
• Images;
• Address;
• Phone number;
• Website;
• Hours;
• Updates about special events and changes to hours. 

Profiles with essential elements and positive reviews will typically appear in the top three of GMB listings, also known as the “local 3-Pack.” As a local business, you’ll want to optimize for this first and foremost to ensure your customers have a transparent view of your business and you receive more foot traffic.

How To Create a Google My Business Profile

To set up a Google My Business listing for your business, go to business.google.com. From here, you will have to create a Google account and proceed with the following steps: 

1. Search for Your Business

Search the name of your business in the search bar and see if you pop up. If you do, that means Google already has a listing for you.  If your business has been around for some time, Google may have already auto-generated your business listing. If this is the case, don’t be concerned. You’ll just need to verify that you own the business, and they’ll grant you complete control of the listing.

If Google hasn’t generated a listing, click “Add your business to Google.”

2. Fill Out Your Profile 

From here, you’ll have to fill out a lot of essential information about your business, such as the name, hours, website URL, etc. These descriptions help inform searchers while also ensuring you reach the 3-pack

Google will ask you to provide an address, but there will be an option to have a service area or physical location.  For example, if you’re a local Boise videographer who doesn’t want your address listed because you work out of your home, choose “service area.” Because of this option, customers will know that you can travel anywhere in Boise for a video shoot. On the other hand, if you own a brand new coffee shop in Meridian, you’ll want to put in a physical address so people will know where to find you and visit your location. 

Don’t be too concerned if you make an error or leave out some information. As the business owner, you can edit and make changes anytime.

3. Add Attributes and Categories

You must also select categories describing your business, products, and services. The more relevant your categories are, the easier it will be for potential customers to find you.

On the other hand, attributes provide essential details that customers want to know more about, such as whether you have free Wi-Fi, wheelchair accessibility, or pet-friendly. Potential customers can filter out businesses that don’t share these attributes.

4. Verify Your Business

The final step is to verify that you’re the business owner. Since Google will usually mail a postcard to the address listed, you’ll need to ensure this is an accurate address where you can receive mail. On the postcard, you’ll receive a short code that you’ll be able to enter into your online listing to finalize the verification. This usually takes 3-5 business days.

Once verified, congratulations — you have your business listing on Google! Here’s where the local SEO magic begins.

Optimizing Your Google My Business Profile

Even though you’ve created a GMB profile, it’s not guaranteed to appear in the top three if it isn’t optimized. An optimized GMB shares the following attributes:

Profile Completeness

As mentioned, if your profile isn’t complete, people will naturally skip it, and Google will list it at the bottom of the page. Accuracy is also another essential factor. Ensure you’re continually checking in on your profile, and it includes updated information. For example, if there’s a holiday coming up, you should include any differing hours. Include that information if you have a change in product offerings or services.

Don’t forget photos or videos, either. As the saying goes, a picture is worth a thousand words. In the SEO world and GMB, this phrasing is even more true. If you own a restaurant and post photos of your different menu options, a picture can quickly draw in hungry customers.

Keyword Optimization

Filling out your GMB profile or updating it can be the perfect opportunity to utilize relevant and high-volume keywords. From your business description to posts and Q&A sections, you can easily insert keywords you know your audience will be searching for and interested in. To understand which keywords to use, you can conduct keyword research beforehand. To start your keyword research journey, you can look at your competitors and see what keywords they use throughout their GMB profile on their website. You can also use websites like Semrush and Ahrefs to see how much traffic these keywords may have and bring in.  

While keyword optimization includes adding more keywords, it also includes not adding too many. You are marketing to humans, after all. If your profile doesn’t make any sense or sounds too repetitive, thanks to keyword stuffing, you could quickly turn away a potential customer or client. 

Posting On Google My Business

Like social media or your website, your GMB profile is another opportunity to inform your audience about your business. Like these other mediums, you can also post on it in the following ways:

• Updates: Share general updates about your business, such as new hours, service changes, or relevant news.
• Offers: Highlight special promotions, discounts, or deals to attract customers and incentivize purchases.
• Events: Promote upcoming workshops, sales, or open houses. Be sure to include the event date, time, and location.
• Products: Showcase specific products or services with details, photos, and pricing to entice customers interested in purchasing.

These posts should be relevant to your current offerings and engaging. Avoid being overly wordy, and find ways to incorporate your business’s tone and voice throughout. 

Your posts also shouldn’t be outdated, so you’ll need to go in and frequently update your GMB profile so your customers can have an accurate view of your business, and Google can update the ranking as a result. There is no established answer as to how often you should update. However, the best way to tell if you need to update is by tracking your business’s conversions, click-through rates, and engagement levels. If a post’s engagement dies down, it may be time to update your GMB profile again. 

The Google My Business Optimization Checklist

Now that you know why a GMB profile is essential and how to create one, use this checklist to ensure you’ve completed each step. With it, you’ll feel better knowing you’ve done everything possible to create an eye-catching GMB profile.

1. Create and Verify Your GMB Profile:

Answer all the prompts the GMB profile will ask you, such as your business name and information. Then, verify your business using the available method—postcard, phone, or email—to confirm ownership.

2. Complete Business Information:

Include your service area or address, hours, and essential contact information, such as your phone number or email address. You should also include your website URL so customers can find more information and an engaging description with relevant keywords.

3. Add Visual Content:

Post any relevant, high-quality photos. This may include your services, products, satisfied customers, or team members. Include videos showcasing your business operations and interactions to engage potential customers visually.

4. Optimize Business Attributes:

Add relevant business attributes such as “pet-friendly” or “wheelchair accessible.” These attributes should be accurate if you want to draw in potential customers.

5. Post Regular Updates:

Create engaging posts about updates, offers, events, and new products. Remember to post regularly to maintain consistency and keep your audience informed.

6. Manage Customer Reviews:

Encourage satisfied customers to leave reviews. Respond respectfully and professionally to all reviews to address feedback and showcase your commitment to excellent customer service.

7. Utilize the Q&A Section:

Respond consistently to customer questions in the Q&A section. Provide informative and helpful answers to address common inquiries and assist potential customers.

8. Analyze GMB Insights:

Check your profile’s performance with GMB Insights, which offers information like views, clicks, and direction requests. Use the data to understand customer behavior and further optimize your GMB profile.

9. Ensure Information Accuracy:

Continually update your GMB so that any information listed is current and accurate. Include any advertisements about special events or changes to business hours for holidays.

10. Leverage Keywords:

Use relevant keywords naturally in your business description, posts, and Q&A section to improve search visibility.

Creating and optimizing your GMB profile is a painless process that will attract more customers in the long run. If, after completing this checklist, you still aren’t receiving as much engagement as you’d like, contact us for more help! Not only will we take a look at your GMB profile to see what you can improve, but we also offer content creation and link building processes. This multi-faceted approach will help your business’s website and GMB profile rise above the rest!

FAQs About Google My Business Optimization

What Is Google My Business?

Google My Business (GMB) is a free tool for businesses to inform potential customers through Google Search and Maps. 

How Do I Create a Google My Business Profile?

To create a GMB profile, go to the Google My Business website, sign in with your Google account, and answer the questions it’ll ask about your business. To complete the setup, verify your business via postcard, phone, or email.

How Can I Optimize My Google My Business Profile?

Optimize your GMB profile by ensuring all business information is complete and accurate, adding relevant keywords, uploading high-quality photos and videos, regularly posting updates, and actively managing customer reviews.

Why Is Google My Business Important for Local SEO?

GMB is essential for local SEO because it increases your business’s visibility to searchers in your area and Google Maps. An optimized GMB profile can attract local customers and enhance your online reputation.

How Often Should I Update My Google My Business Profile?

Update your GMB profile regularly to keep information accurate and relevant. Post updates, offers, and events at least once a week and promptly respond to customer reviews and questions.

What Are Google My Business Insights?

GMB Insights provides data on how customers find and interact with your business online. Metrics include views, clicks, calls, and direction requests, helping you understand and improve your online presence.

How Can I Get More Reviews on My Google My Business Profile?

Provide excellent service and ask for feedback to encourage satisfied customers to leave reviews. Include a review link in your email signature, receipts, and website. You can also incentivize customers by offering discounts or raffle tickets to those who leave reviews.

Can I Use Keywords in My Google My Business Profile?

You can use keywords in your business description, posts, and Q&A section. Ensure keywords are relevant and used naturally to improve your profile’s visibility in search results without appearing spammy.