How to Optimize your Google My Business Listing

Lisa Dye • August 16, 2019

Is Your Local Business Visible Enough on Google?

If not, here’s one thing you should do (if you haven’t already): optimize your Google My Business listing.

Let’s discuss your local SEO strategy for a sec.

A successful location-based marketing strategy begins with Google My Business . Your business needs an active, optimized presence on the platform. Otherwise, you won't have much luck getting it found on the search engine.

This means that your site might not rank for the search terms associated with your local service. For example, "dentist near me" or "physical therapist near me."

What is Google My Business?

When users search for a local service on Google, they’re presented with Google’s Local Search results .

Providing a selection of nearby options, the results rank the best-to-least popular choice.

Google bases its local ranking decisions on a series of criteria. This includes the existence of a Google My Business profile.

For those of you who aren’t aware, Google My Business is Google’s platform for local businesses.

Google is the #1 search engine in the world . By having an active presence on its local platform, your business could earn A LOT of exposure.

And the best part? It’s free to use!

Aside from Google Search, you can also find your Google My Business listing in Google Maps.

Oftentimes, Google Maps is the place where users get directions to a local business. They can also find their hours and contact information.

Needless to say, a local SEO strategy can't survive without a Google My Business listing.

And not only that, but you'll need to optimize your listing for higher visibility on the platform.

Here are the steps you’ll need to take to optimize your Google My Business listing.

Claim & Verify Your Listing

If you have yet to create a listing, you can check and see if Google already created one for you.

In some cases, Google will generate a listing on a company's behalf. They have an automated system that can pull your information from other websites. Thereafter, they'll use that information to create your listing.

A listing could be floating around Google without you knowing. And not only that, but the listing could have inaccurate or incomplete information.

So, here’s what you need to do: perform a Google search to check for any existing listings.

If you see an unclaimed listing, don’t create a new listing from scratch. Claim the existing one and update the information.

Request Ownership of the Listing if Someone Already Verified It

In some cases, claiming an existing listing isn’t that simple. If an unknown party already verified it, you’ll have to go through a few more loopholes to gain ownership.

For starters, you need to set up a Google My Business account.

Then, you'll need to search for that listing in Google's database. Once you find it, you can request ownership of the listing by filling out a form.

The listing owner has seven days to respond to your request. If you don’t hear back from them by then, Google will transfer the ownership of your listing to your account.

If the owner denies your request, you can appeal their decision. After that, there are extra steps you'll have to go through to gain ownership.

Also, your business should only have ONE Google My Business listing. If you see more than one listing under your name, report the extra listings as duplicates.

Provide Accurate & Consistent NAP Information

Citations play a major role in the success of your local SEO strategy.

They provide Google with the information needed to determine your ranking authority. The more citations you have, the higher your local business will rank.

The information we’re referring to is your NAP information. In other words, your business name, address, and phone number.

A citation isn’t limited to your Google My Business listing. You can also earn them on other local directories .

But, there's a catch. Your listings must have accurate and consistent information across the board. Otherwise, the inconsistencies will confuse Google's algorithms.

What happens when the algorithms can't confirm the correct information on a listing? Well, Google might not count that listing as a citation.

Not only that, but potential customers will get confused as well. Imagine how a customer would feel if they showed up to an outdated address—frustrated, to say the least.

This is the LAST thing that Google wants. Why? They aim to provide a flawless user experience for their users.

Inaccurate and inconsistent NAP information can harm your rankings. With lower rankings, you'll have a harder time maximizing your online search visibility.

Make sure that your listings have the same business name, address, and phone number.

If you have a service area only business, use your home address and hide it. You can then add your service areas as a replacement.

Complete Your Profile

When updating your Google My Business profile, try to fill out every blank space. Add all the necessary details that apply to your business. Aside from your NAP information, that includes:

A. Your business category

B. Website

C. Office hours

D. An optimized description

E. Storefront/interior images (if you have a physical office)

F. Branded videos

Claim Your Short Name

Short names have the same function as an Instagram handle. The name starts with the “@” symbol, and it also appears at the end of your profile’s URL.

Short names make it easier for users to locate your listing. Keep this in mind, though. Depending on your business category, your listing might not be eligible for a short name.

All you have to do is check!

Enable Messaging (Unless You're a HIPAA-Based Business)

Google released its messaging feature in 2017. When you enable this feature on your Google My Business listing, users can message you at the click of a button.

Do you know how HUGE this is? A high-ranking Google My Business listing can bring you tons of organic (a.k.a., free) traffic.

Rather than fill out a contact form, some users prefer to contact you through Google My Business. And Google Messenger makes it possible for users to contact you without that extra step.

I must warn you. Some of its messaging features are non-HIPAA compliant. You’ll have to adjust those settings to abide by HIPAA’s rules.