Is your Google My Business listing working for you or against you. It should be generating leads and making you money!
What’s In This Episode?
- What is GMB? (1:13)
- Highest Search Result Rankings (4:30)
- In-Built Trust Factors (7:50)
- Effectively Generates Leads (12:15)
We’ve all heard of Google My Business and some of us may even have Google My Business but the question is, is your Google My Business listing working for you or against you? Your Google My Business listing should be resulting in greater visibility, greater trust and the bottom line profit and sales. And so today we are going to be talking about Google My Business.
Welcome to Creative Juices the show where we help you feel personally confident about your online presence.
I’m your host Josh and today I am joined by our SEO guru Em.
Em: Hey Josh! How you going?
Josh: I’m doing very well. And today we’re going to be talking about an area of your expertise, Google My Business.
Josh: You’ve probably seen Google My Business and if you’re listening to this you probably have a Google My Business or at least know that you should have at Google My Business account.
Now Em, before we actually get on to why Google My Business, let’s talk about what is Google My Business? So can you explain where we would see Google My Business and what it generally looks like?
Em: Yeah, sure. So Google My Business is basically a free tool that’s provided by Google…
Josh: I like free!
Em: Yeah, awesome right? Great start… for local businesses. So even if maybe you haven’t claimed or you’ve never really touched or looked into your Google My Business profile, you actually still might, or most likely I should say, you would probably still have a listing. So that’s really important in terms of local search.
So when we go to Google, whether we’re on desktop or mobile, Google is getting really good at the moment at figuring out if you are looking for something locally. So that could look like maybe you type in burgers, or pizza, or maybe you say mechanic near me, or maybe you specify a town, mechanic in Newcastle. All of those can be classified as a local search. And the thing with local search is that times have changed and if you’ve done a local search recently, you will see like a map pack or a local finder that shows up at the top of your Google search. So you probably don’t even notice that there’s even website listings on your screen when that first comes up, and what’s important to know is those listings at the top in those finders, they don’t have a lot to do with your website but they have everything to do with your Google My Business profile.
Josh: Awesome! So you’re saying that if I search indirectly like burgers near me, it’ll come up with this map pack which has a map and then three local burger places. Right?
Em: That’s exactly right!
Josh: Yeah. So there’s those indirect searches, and then there’s the direct searches, so if you type in Newcastle Creative Co, which is us, it’ll pop up on the side of your screen if you’re on desktop, which is specifically for Newcastle Creative Co, and it doesn’t show the map pack. Right?
Em: Yeah, that’s right. So if you’re searching for a business directly, whether on mobile or desktop, the Google My Business profile is going to display even before your website listing.
Em: I know! That’s how powerful it is!
Josh: And yet when it comes to SEO consultants, and when it comes to SEO in general, we always focus on our website…
Em: Yeah, I know.
Josh: …which is important…
Em: It is!
Josh: …but you’re saying that the map pack and the Google My Business listing will show up even before those websites.
Em: Yes, it is one of the most underrated aspects of SEO.
Josh: Crazy! So today we’re going to give, we’re going to talk through three different reasons why Google My Business is so important. And you’re listening to this, if you’re listening to this you may know kind of why it’s important, but we’re expanding a little bit on it, because really this is one of the greatest tools that you have in your online strategy for online visibility.
Em: And it’s quite simple to figure out! So website SEO can get quite technical and an in-depth even and it can take a lot to figure it out. But SEO in terms of your Google My Business profile, it’s relatively simple so hopefully you can get some tips today.
Josh: Yeah. So number one, why should you have a Google My Business account that is optimized? Well number one, highest search result rankings.
So as you were just saying, when you search in like a local search, the map pack listing with Google My Business accounts shows up first.
Em: Yeah, that’s right.
Josh: Now, just to share some statistics to make it super clear how important this is, 93% of online experiences begin with a search. So you search on Google. Right? 75% of users don’t even scroll past the first page of results! So that’s important to show that when someone gets onto, when someone makes a search, they stay on that first page. 33% of all clicks go to the first organic result.
Josh: That’s massive because what happens is when you search a result, when you search a search term, what comes up first are Google Ads. Right?
Josh: People are paying for these ads. 70% to 80% of people ignore paid search results, choosing to only click on organic search results.
So if 33% of all clicks go to the first result and they’re ignoring Google Ads, then the first result is an organic result that they will click on. Now when we’re talking about organic, 46% of all Google searches are local and so the Google My Business pack of results show in 93% of all local searches conducted, which means getting to the result of all of these statistics, if people click on the first result and they skip ads, the very first thing that they’re going to see that’s organic is the map pack.
Em: Yeah, that’s true.
Josh: A local map pack on a general search engine result page gets 44 to 61% of all total clicks on that search result page.
Em: That is HUGE!
Josh: That is massive, and it’s because of visibility! So the map pack shows first and that’s super important for local SEO as well. Right?
Em: Yes! On that map pack, like you were talking about, you’ll notice that there’ll normally be about three businesses listed in that, and there is an option underneath that to click more places and then it should extend to like a full list of maybe ten or more local businesses. But really what you’re wanting is to be in that top three. Those top three visible ones are the ones that are going to get the most clicks, like you said. Unless people are unsatisfied with what they’re seeing there, then they might click more places but really people just want like a split second quick answer. They’re not there to like analyse all their options. They’re just going to go yeah that one looks good, taking me there.
Josh: Yeah, and they… just to clarify that, only 8% of all clicks go to that more results.
Josh: So not many people are going to the more results, so the point of this is that you want to be ranking in the top three.
Josh: And if you rank in the top three, you’re going to be the first organic result that gets clicked.
Josh: So that’s massive! So number one was that highest results search result ranking. Number two for Google My Business is the inbuilt trust factors.
Em: Yes! So while you do have control over your Google My Business profile, you can put in your hours and all your business information, some of the information in your profile is going to be crowd-sourced.
So for example, the reviews. They are a hugely important feature in SEO, when it comes to SEO and on your Google My Business profile. So having that trust factor so highly visible means that you want to build trust with your audience and the way to do that is through getting quality reviews on your profile.
Josh: Yeah. One of the most interesting trends that we’ve seen, and that different agencies are beginning to measures is the move from trusting big corporations to individuals or influencers. You see them all over social media. People are beginning to trust influencers more than the actual businesses that they represent, and that’s super important because what that’s showing is that people no longer want to just go onto your website and then see a business talking about how good they are. They want to see individuals talking about how good that business is. 88% of consumers view online reviews as trustworthy, which is massive. And so what happens is 88% of everyone who’s making a search is looking for reviews that will validate their feelings of yeah, I’m going to go with this business.
Em: Yeah, and reviews make your business accountable too, because maybe it’s different on certain other platforms, but on Google My Business you can’t just edit or delete the reviews. So if you get a bad review, unfortunately it’s there to stay. So you can if you get a spammy review you can maybe a request for Google to remove that, but it really brings that transparency and people saying yes, I had a good experience or no I didn’t. And I think we might have talked about this before, but generally people want to see at least four star ratings, so between four and five stars is a great thing to aim for.
Josh: Yeah, we have spoken about how to get more good quality Google reviews in a past podcast, but it’s super important. Reviews are massive and they also help with, in terms of local SEO ranking and more importantly they help with consumers choosing your business.
Josh: If you get a bad review, that sucks for you, but it’s good for me because I don’t want to go to a restaurant that has bad reviews, for bad food, even though, even perhaps if you are that restaurant owner no offence.
But another free tip is that there’s a… we’re going to link to a website, it’s called marketingkit.withgoogle.com, and it’s all of these marketing tools from Google. Free marketing resources to encourage your customers and your client base and your social media following to review your business, because it’s super important. And we talked about it, we talked about it a past podcast but some of the most important things is recency for your reviews. You need to make sure your reviews are recent in that they’re around about four star rating.
Josh: Or higher of course. The highter, the better!
Em: Yes! Probably another quickly, just a quick key to getting in those top three positions in the map pack is to check your competitors. So we know that quality of reviews matters, but also quantity. So if your competitors have like twenty plus reviews and you’ve only got five, then they’re going to be a little bit more trusted because they’ve had, you know, more reviews. And so measuring how you’re doing against your competitors as well is a great kind of, I guess, bar to set in terms of what you need to do to possibly get in those top three positions.
Josh: Yeah, and if you see on that map pack the number one result has ten reviews and that was your competitor, maybe it’s time to send out an email campaign to all of your clients asking for reviews.
Josh: So number one was that Google My Business ranks the highest in search results. Number two, it has inbuilt trust factors. And number three, it effectively generates leads.
Em: Yes! So we know that local searches are high converting, and that is because people are searching for a reason. They’re not just… that’s not an informational search they are looking to make a purchase or visit a store. So we know that, you know, stats show that local searches are high converting, and you can measure this in your profile in insights. You can see how many maybe, phone clicks you’ve had or phone calls but you can’t always measure this as well. So maybe someone looked up your profile and then visited you in store. Unfortunately we can’t measure that, but we do know that Google My Business is a really effective way of generating leads for your business.
Josh: Absolutely! Like I think it was almost half of all Google searches are local searches. Right?
Josh: That’s a statistic that Google came out with, but another one was that 78% of local mobile searches result in offline purchases within 24 hours. So that’s massive, and that’s only offline purchases!
If you are offering an online store as many of us are during this time, that’s important! It drives people to purchase and the good thing about Google My Business is that now they’re releasing all of this new functionality that you can offer like different discounts, you can show your services, you can show your products all in that Google My Business listing. So people don’t even have to click through to your website to see your services because you can show them in your Google My Business account, to which you may go oh but I’ve spent so much time on my on my website. If it results in a purchase I don’t think you’d be complaining.
Em: That’s true, and it’s good to know for local businesses that maybe think like, you know, I’m not digital, I don’t have an extensive digital strategy, but you can still get on and optimize your Google My Business account and still have it generate leads or sales or whatever in-store.
Josh: Yeah! And so, maybe listening to this and you’re thinking well, does it really, will it really help me make more money? Well just to put it really simply, if we’re talking about quantity, the search results that are showing up the highest on those search result pages are getting the majority of all clicks. If you’re ranking high in the map pack, you are getting the majority of all clicks.
Josh: That means you have a higher market share to potentially convert to whatever product or service that you have, as long as that product or service adds great value to the people who are searching.
Josh: And so, just the fact that you’re capturing the majority of clicks will result in potentially more leads, more calls, more purchases or whatever.
Em: Yeah. You’re basically taking customers from your competitors!
Josh: That’s a good thing! Right??
So number one, Google My Business ranks the highest in search results. Number two, it has built in trust factors, and number three, it effectively generates leads, but here’s the thing, only if it is set up correctly and only if it is leveraged well!
Josh: And so it’s free, as Em was saying, and it’s easy to set up but there is a correct way of doing it, and so we’ve decided to help you guys out.
Em: Yes! We actually have two ways that we can help your Google My Business, help you optimize that. We actually offer an audit. And basically what that does is you receive a report to your email, and it will give you the lowdown on every single aspect of your Google My Business account, where you need improvement and what you can do to improve it, and optimize it.
Josh: Yeah, and then we also have a master class course.
Josh: While the audit shows this is what your listing is set up now, and this is how to maybe improve it, the course goes through from the beginning to the end of this is how to set up, and leverage, and continue to leverage a great Google My Business account.
Em: Yep. So if you think you could maybe manage it on your own, you just want a few tips then the audit will give you some actionable feedback. If you want a step by step, fully inclusive tutorial taking you through each aspect, from how to claim it to optimizing, how to get more reviews, all of that information is in the master class.
Josh: And we’ve decided that we would just list them for $99.
Em: So cheap!
Josh: So really, like what have you got to lose? Whether you’re listening to this podcast during the Covid-19 pandemic, what else have you got to do? Add this to your list and go back to business opening as normal with something that is working for you, not against you, because if you’re not, if you haven’t got an optimized Google My Business account, then it’s working against you. You want it to lead to greater visibility, better trust and of course more sales and leads.
Em: Yeah! The great thing is that you might spend a few hours getting it up to scratch and then that can basically just tick along in the background without too much extra thought or maintenance from you and it will just keep on generating those leads.
Josh: Yeah. So we’ll link to that in the show notes, and thank you for joining us today and we will chat to you next time.
Em: See you later!