If your small business relies on local customers, having a strong presence in local search results is essential. One of the most powerful tools to achieve this is Google My Business (GMB). By optimising your GMB profile, you can boost your local visibility, attract more customers, and stand out in local search results and Google Maps.

In this guide, we’ll walk through how to optimise your Google My Business profile and make the most of its features to improve your local SEO and increase visibility.

1. Claim and Verify Your Google My Business Listing

The first step to improving your local search presence is to claim and verify your Google My Business listing. If your business already appears in search results but you haven’t claimed it, you’re missing out on valuable tools to control how your business appears to local customers.

Steps to Claim and Verify:

• Go to Google My Business and sign in with your Google account.
• Search for your business. If it appears, select it and follow the steps to claim ownership.
• If your business doesn’t appear, create a new listing by entering your business information.
• Verify your business through a postcard, phone call, or email. Verification confirms your business’s legitimacy and allows you to manage its information.

Pro Tip: Verification is essential—Google prioritises verified businesses in local search results. Don’t skip this step.

2. Ensure Complete and Accurate Business Information

For local customers to find your business, your GMB profile must be complete and accurate. Google rewards businesses that provide detailed information by improving their visibility in local search results.

Key Information to Include:

• Business Name: Use your official business name, avoiding unnecessary keywords.
• Address: Make sure your address is correct and matches what’s on your website.
• Phone Number: Use a local phone number, as this boosts local credibility.
• Website: Link directly to your main website or a local landing page.
• Hours of Operation: Keep your hours up-to-date, including holiday hours.

Pro Tip: Consistency is key. Ensure your business information is consistent across all platforms (website, social media, directories) to improve local SEO.

3. Optimise Your Business Description and Categories

Your business description and selected categories are critical for helping Google understand what your business offers and ensuring it appears in relevant searches.

How to Optimise:

• Business Description: Write a concise, informative description (up to 750 characters) that clearly explains what your business does and highlights key services or products.
• Categories: Choose the most relevant primary category that best represents your business. You can also select additional categories to cover more services you offer.

Pro Tip: Avoid keyword stuffing in your description. Focus on writing naturally while still including your main services or products.

4. Add High-Quality Photos and Videos

Visual content is a key part of your Google My Business profile. High-quality photos and videos can make your listing stand out, attract more clicks, and build trust with potential customers.

What to Include:

• Exterior and Interior Photos: Show what your business looks like from the outside and inside to help customers find and feel familiar with your location.
• Team Photos: Introduce your team members to create a personal connection with local customers.
• Product and Service Photos: Highlight your top-selling products or services.
• Videos: A short video introducing your business or showcasing your services can set your listing apart.

Pro Tip: Regularly update your photos to keep your profile fresh and engaging. Google often prioritises listings with the most up-to-date content.

5. Encourage and Respond to Customer Reviews

Customer reviews are a major factor in local search rankings. Positive reviews not only improve your visibility but also build trust with potential customers.

How to Manage Reviews:

• Encourage satisfied customers to leave reviews by asking them directly or including a link in follow-up emails.
• Respond to all reviews, both positive and negative. Thank customers for their feedback, and address any issues raised in negative reviews professionally.

Pro Tip: The number of reviews, review score, and how often you respond can all influence your local search ranking. Make responding to reviews part of your routine.

6. Use Google Posts to Promote Offers and Updates

Google Posts are a great way to keep your profile active and engage potential customers with promotions, events, or updates. Posts appear directly on your GMB listing and can drive more traffic to your website or store.

Types of Posts:

• Promotions and Offers: Highlight special discounts or deals.
• Events: Share details of upcoming events, workshops, or openings.
• Product Launches: Introduce new products or services.
• Announcements: Provide updates on changes in hours, services, or special occasions.

Pro Tip: Google Posts are a great way to promote seasonal offers or time-sensitive events. Be sure to keep your posts relevant and updated.

7. Monitor GMB Insights to Track Performance

Google My Business provides insights that show how customers are finding and interacting with your listing. Use this data to refine your strategy and improve your local visibility further.

Key Metrics to Track:

• Search Queries: See what terms people are using to find your business.
• Views: Track how many times your business listing was viewed on Google Search and Maps.
• Customer Actions: Monitor how many people visited your website, called your business, or requested directions from your listing.

Pro Tip: Regularly reviewing GMB insights can help you understand which aspects of your listing are working well and where improvements are needed.

Conclusion

Optimising your Google My Business profile is one of the most effective ways to improve your local visibility and attract more customers. By keeping your information accurate, encouraging reviews, adding high-quality visuals, and using Google Posts, you can boost your local SEO and ensure your business stands out in search results.

Need help optimising your GMB profile? Contact New Era Digital today for expert guidance on improving your local search visibility and attracting more local customers.

Ready to improve your local visibility? Contact New Era Digital today to optimise your Google My Business profile and grow your local customer base.