In today’s competitive market, having a strong online presence isn’t just an advantage—it’s a necessity. For local businesses, Google My Business (GMB) is the gateway to attracting nearby customers and appearing in search results when it matters most. With mobile searches for “near me” services constantly rising, leveraging the full power of GMB can dramatically influence how easily customers discover your brand. This guide explores the key strategies that help grow your presence and visibility through Google My Business.
- The Importance of Local Discoverability
Before diving into strategies, it’s essential to understand why local discoverability is crucial. When customers search for services, they typically choose from the top 3 results in the Google Local Pack. GMB directly influences those results by showcasing proximity, relevance, and quality.
Whether you’re a restaurant, hair salon, clinic, or retail store, growing your GMB presence means more calls, more foot traffic, and more revenue.
- Claim and Optimize Your GMB Profile
The journey to GMB growth starts with claiming and verifying your business. Unclaimed listings can be incomplete or inaccurate, which can damage credibility and hurt rankings.
- Claim Your Listing
Search your business name in Google. If a profile already exists, follow the steps to claim it. If not, create a new listing from scratch. - Verify Ownership
Google typically sends a verification code via postcard. Other methods include email or phone verification, depending on your business type. - Fill Out Every Field
Include accurate information: business name, address, phone number (NAP), website, hours, and primary business category. - Choose the Right Business Categories
Categories are critical for telling Google what your business does. Your primary category should be as specific as possible.
- Primary Category
Choose a category that best represents your main offering (e.g., “Mexican Restaurant,” not just “Restaurant”). - Secondary Categories
Add supporting categories that reflect additional services (e.g., “Catering Service” or “Takeout Restaurant”). - Keep It Updated
Reevaluate your categories periodically to reflect any changes in offerings or focus. - Add High-Quality Photos and Videos
Visual content significantly improves user engagement. According to Google, businesses with photos receive 42% more direction requests.
- Profile and Cover Photos
Use clear, high-resolution images that represent your business well. - Inside and Outside Shots
Help users recognize your business from the street and get a feel for the atmosphere. - Team and Product Photos
Showcase your staff and popular products to build trust and familiarity. - Encourage and Manage Customer Reviews
Reviews influence not only customer trust but also your GMB ranking.
- Request Reviews
Ask happy customers to leave feedback. Send follow-up emails or include links in receipts and thank-you pages. - Respond to Reviews
Always reply—thank happy customers and professionally address concerns. This shows responsiveness and care. - Use Reviews for Improvement
Analyze recurring themes and use the feedback to refine your customer service. - Leverage GMB Posts to Stay Relevant
Google My Business allows you to post updates similar to social media content. These appear directly in your business profile.
- Types of Posts
Promote events, sales, product launches, blog content, or general announcements. - Consistency
Post at least once a week to keep your profile fresh and encourage return visits. - Include CTAs
Use built-in call-to-action buttons like “Call Now,” “Book,” or “Order Online.” - Take Advantage of GMB Features and Tools
Google offers several built-in tools that enhance your business profile and improve discoverability.
- Messaging
Enable messaging to allow direct inquiries from potential customers. - Booking Integration
If you take appointments, link with supported platforms so users can book directly. - Q&A Section
Monitor and respond to common questions. Consider adding your own FAQ-style entries to guide customers. - Keep Your Profile Updated
Accurate, up-to-date information is key to gaining customer trust and improving SEO.
- Business Hours
Update holiday or special event hours regularly. - Temporary Closures
Use the temporary closure feature if you’re undergoing renovations or moving locations. - Seasonal Changes
Update services, products, and availability based on the season. - Use Keywords Strategically
Including local and industry-relevant keywords improves your listing’s relevance in search.
- Business Description
Incorporate key terms that describe your services and location (e.g., “Family-run bakery in Austin, Texas”). - Posts and Q&A
Naturally add keywords into post captions and responses to questions. - Service and Product Listings
List items with brief descriptions and prices when applicable to increase keyword density. - Utilize Insights to Guide Strategy
Google My Business Insights offers data on how customers find and interact with your listing.
- Search Queries
See what keywords people use to find your business. - Customer Actions
Track how many people called, visited your website, or requested directions. - Optimize Based on Data
Adjust your strategy—such as posting more often or adding new photos—based on this performance data. - Build Local SEO Around Your GMB Profile
Your website and GMB listing should work in harmony to improve local SEO.
- NAP Consistency
Ensure your Name, Address, and Phone Number match exactly across your website and all listings. - Local Content Creation
Create blog posts or landing pages targeting local keywords and community events. - Acquire Local Backlinks
Earn links from local publications, business directories, and partner sites to strengthen your authority. - Engage with the Community and Build Local Authority
Local engagement builds brand awareness and naturally drives traffic to your GMB listing.
- Sponsor Local Events
Support school events, festivals, or charity drives to build goodwill. - Collaborate with Influencers
Partner with local content creators to showcase your business. - Ask for Mentions
Request mentions or reviews from local bloggers and digital publications. - Expand to Multiple Locations the Right Way
For multi-location businesses, separate listings for each site improve relevance and performance.
- Create a Profile for Each Location
Ensure accurate information and categories are used for each branch. - Unique Descriptions and Posts
Tailor your content to each neighborhood and audience. - Local Landing Pages
Build SEO-optimized web pages for each location and link them to their corresponding GMB profiles. - Avoid Common Pitfalls That Hurt Visibility
Some mistakes can stall your GMB growth or even lead to suspension.
- Keyword Stuffing
Don’t cram keywords into your business name. This violates Google’s policies. - Fake Reviews
Never buy or post fake reviews—Google can remove them and penalize your listing. - Inconsistent Information
Discrepancies in NAP across the web damage trust and reduce rankings.
Conclusion
If your business relies on local customers, a strong Google My Business presence is your golden ticket. With the right combination of optimization, content creation, engagement, and data-driven strategy, you can significantly increase visibility and bring more customers through your door.
By implementing the tactics discussed—from managing reviews and leveraging posts to optimizing categories and responding to Q&As—you’ll position your brand as a top contender in local search. It takes time and consistency, but the payoff is well worth it.
So whether you’re a solo entrepreneur or managing multiple storefronts, your mission is clear: make your business easy to find, easy to trust, and impossible to ignore. And with that commitment, you’ll successfully expand Google My Business reach and outshine the competition in your local market.