The business listings offered by Google are a showcase of choice in light of growing requests for local businesses and services.
According to a Google survey revealed in 2018, in the US, “mobile requests” near me “(” near me “, ed. Note), which clearly expressed a buying intention (” can I buy “,” to buy “or otherwise variants) has increased by more than 500% in the last two years “. This use brings mobile users back to the store, arriving with a specific idea in mind, and not just to stroll around. To inform the customer, the grocery file in Google My Business is an optional window because it is very functional and provides visibility on the local package, on Google Maps, in organic search and of course in the knowledge graph.
A free tool, Google My Business updates very regularly, and new features emerge as it evolves. Therefore, it is important to optimize your Googe My Business file properly, which requires more persistence and creativity than technical knowledge.
Become the owner of your listing
Google is eager to be exhaustive and does not wait for salespeople to create their Google My Business listing to show one if they have discovered the presence of a business. There are two ways to own a file: get the property validated when it already exists, by phone or mail, or create a new one. Therefore, to avoid having two competing sheets that cast doubt on users, it is advisable to check on Google Maps that the ground is clear before creating a new one.
“You should regularly re-read all the information in each file to make sure it has not changed”
Once the card has been validated, the owner will have access to the dashboard from which he publishes information, sends news and analyzes the increasingly detailed performance data that Google provides him (since the beginning of July 2018, the requests that visitors have entered to arrive on the form are available in metrics). From the “Info” category, the account administrator can change contact information and business hours. All fields are important and must be filled in correctly. The “category” for trading is a reference criterion that allows users to receive personalized results according to their search intent (online tools make it possible to find existing categories). It is better to try to be as specific as possible to stand out from the competition, by choosing “dancewear and dancewear store” rather than “clothing store” for example.
As a regular collaborative practice, Google has opened up the possibility for all contributors to “suggest changes” to any Google My Business listing. But very often this leads to an effective change of the information in the file … without notice to the owner. Incorrect user answers to “quick questions” and conflicting information found by Google on other media can have the same effect. To avoid losing customers due to inaccurate information, Mickaël Le Du, SEO consultant at Resoneo, recommends that any file manager get used to regularly re-reading all the information on each file to check that they have not changed in the meantime.
Since the beginning of 2018, all companies can add a list of products or services with their prices, an option inspired by restaurant menus. Another novelty is the description of the company of 750 characters, of which only 250 are visible at the bottom of the knowledge graph on computers. On your mobile, go to the “about” tab to read it.
2. Strengthen Google My Business
Like a website, a Google My Business listing is not meant to be static. In addition, Google regularly sends notifications to encourage owners to add new content. The images, provided they are exclusive, offer a showcase to present its premises, its products, its team and tell in photos the daily life of the company to feed the brand’s storytelling. Since January, videos of up to 30 seconds can complete the company presentation.
Posts are the most interesting opportunity to talk in some detail. The most recent post is displayed in the knowledge graph. You need to click on it to scroll through all the publications. For each post, it is possible to integrate a category (events, offers, news …), an image, a text, a button. The latter, whose text is to be selected from a list, can refer directly to a page on the website where the transaction can be completed. From the SERP to the buy page, it’s just a click away. Posted at the end of 2017, the posts are not yet part of the practice of professionals or users, but Mickaël Le Du sees them as a way to improve the conversion rate, which should not be overlooked.
Although equipped with a limited lifespan, these publications function a bit like blog articles, but without having all the features. For example, they do not take links in the body of the text and keyword impact on SEO is zero.
Manage the interaction
Google My Business listings increasingly serve as an interactive interface. Many companies now use this option and add a link to their listing that points to a page on their site or a partner site, such as lafourchette.com for restaurants, to make an appointment. This is an additional opportunity to establish direct contact with just a few clicks.
Reviews are the oldest and most well-known interaction between companies and their users. Their influence on SEO is without a doubt in the SEO community. The number from which their weight begins to weigh in weight varies according to the intensity of the competition. A restaurant in a touristy downtown should have more than one electronics store on the same street. “When an owner receives a message on his posting, whether it is positive or negative, always respond to it, and in a certain way. This is important for SEO, Google regularly reminds us that this is a criterion. But above all, it is a good practice that inspires confidence in users when they consult the reviews and see that the professional attaches importance to their customers, “explains Mickaël Le Du. For now, experts agree that the amount of reviews mean more than their quality, but in recent months we’ve seen Google try out ways to increase the quality of these reviews and to appreciate their content.
“To build trust with Google, the Google My Business Directory does not work alone”
Presented to Internet users and mobile users as a channel for customer interaction, the questions and answers have begun to open up for the professional owners of the files. From now on, they can also respond, ensuring that false information is not circulated. The owner receives a warning when a question is asked. Please note that Internet users with Local Guide status, who are assigned to those who regularly contribute their opinions to Google Maps and who have already submitted a review on this page, will also receive a notification. Responses from other customers can build more trust, so you do not always have to be the fastest to respond. However, it is advisable to read all the answers carefully.
Finally, a messaging system allows users to ask the owner their questions directly. Regarding this conversion arm, Aurélien Delefosse, Head of Traffic Procurement at E-influence, encourages its customers to instead direct calls to the site’s contact page or store finder to maintain control over the direct interactions generated by their Google My Business listing. .
4. Think complementarity
The Google My Business Directory is a conversion tool that makes its growing power crucial. But to build trust with Google, it does not work alone, reminds the SEO consultant from Resoneo. It is accompanied by a website and detailed mentions on local websites and directories. The exact match between the data on the file and what the search engine can find on these other media serves as a basis for the robots to know if a file is reliable. If Google finds discrepancies, it may initially spontaneously change the information in the listing and then reduce the company’s authority score, limiting the number of queries it will have a chance to appear on.