What is GMB & Why is it Necessary for Businesses?

3.5 billion users are searching Google daily, which is over 70% of all internet searches. As a business being on Google’s first page is crucial. Being at the top of the search rankings can increase sales exponentially. For business owners this is the perfect opportunity to generate organic traffic.

With consumers attentions spans constantly dwindling, providing instant information is vital. Long gone are the days when consumers would scour the pages of phone books. The same information can be found instantly with a simple Google search.

Your company website will provide your business operating information; phone number, address, opening hours, reviews, photos etc. With a strong SEO strategy, it will rank highly in a Google search.

What if you could make all your information visible, on the first page, before the consumer even clicks?

What is GMB?

Introducing Google My Business (GMB), a local business listing which Google offers to every business.

Google uses location to provide users with the best possible experience. It makes searching and discovering the information they desire very fast and efficient.

80% of consumers will not look beyond the first page of a Google search, with 60% of all clicks going to the top three search results.

GMB allows your business information to appear before that first search result.

When used correctly GMB is a powerful tool for driving consumers your way, dominating the first page of a Google search. GMB levels the playing field and allows every business the opportunity of achieving a prominent listing.

These listings appear on many Google searches, and your business will appear in different ways.

When somebody searches your business name, your GMB listings will appear next to the top search results. As you can see below, this will prominently display all the key business information to a potential customer.

gmb-screenshot-business-name-search-results-hard-rock-cafe-london

When a consumer conducts a locality specific Google search for a particular product or service,the GMB listings will change. Let’s say the customer types into Google search the term ‘Café in Florida’. The Google My Business listings now appear at the very top of the page.

cafe-in-florida-earch-results-gmb

Before seeing any website results or clicking on any link, a consumer is provided with a business’ operating information. As you can see in the results, business name and type, address, phone number, opening hours and reviews are all prominently displayed.

With such a prominent position on Google’s first page, these three businesses, known as the GMB ‘three pack’, are going to feel the benefits.

Why it is Important for Your Business

Establishing a prominent presence on Google can make or break your business. Capitalizing on Google’s dominance in the digital world will allow your business to thrive. Breaking into the ‘three pack’ on the GMB listings will drive traffic to your website or people to your physical location.

Keeping it Local

By showing prominence and providing relevance in your local search area, you can increase your organic Google traffic.

Local searches are heavily weighted to mobile. Consumers will use their smartphones/tablets to aid in their decision-making process. Studies have shown that 50% of consumers conducting a local search on their smartphone will visit a store within a day.
GMB listings are impossible to avoid on many local searches using mobile devices, which 60% of American adults do.

The local population delivers a significant customer base for most businesses. If your business reaches national or global markets, your appearance locally in Google can indicate your presence. Consumers are much more trusting of a business which displays a strong local presence within Google searches.

Customers Will Find You

GMB listings provide businesses with a vast amount of organic traffic. If your business has its NAP (Name, Address, Phone Number) details prominently displayed, consumers are much more likely to visit your website.

Google My Business provides customers with images of your business and directions using Google Maps. The simplicity this provides people allows them to easily plan their visit to you.

The sight of GMB is something which customers have now become accustomed to seeing, the reviews and address information adds significant credibility to your business.

Prominent Reviews

Consumer reviews are a lifeblood of businesses today, 85% of consumers trust online reviews just as much as personal recommendations. Whether deciding on what to eat or where to stay, consumers will read the reviews first.

GMB listings clearly show the reviews written by consumers with a five-star ranking system. A strong average review score will influence your GMB rankings, and your chances of breaking into the dominant ‘three pack’.
GMB actively encourages gathering feedback from your customers. Once reviews are gathered and displayed, responding to your reviews is a must. As a business, your responsiveness plays a huge role in the consumers decision.

Competitors

Your competitors could already be using GMB listings to generate an advantage. Consumers will see their prominent visibility and direct their attention that way.

If your competitors are not utilizing GMB listings, you have a chance to gain a powerful advantage. By increasing your local and mobile search, customers will see your listing and trust your business more.

Consumer Behavior Insights

Google will provide you with useful and in-depth data about your customers behavior. Analyzing this data can help you provide the information that they are searching for. Google My Business provides information on:

  • The way in which customers discover your business, direct or discovery searches.
  • Actions consumers are taking on your listing. Are they visiting your site, browsing your photos, calling you, clicking on directions?
  • Where you customers are based.
  • How they are discovering your listings via Google, through search or maps.

GMB is For You

Having a strong digital presence will place you precisely where potential customers are searching for your product, experience or service. Google My Business allows your business’ important operating information to be readily available to consumers, prominently.

Providing valuable impact to your local SEO efforts, GMB offers you the opportunity to highlight your business immediately. Providing useful insights into your consumers buying behavior and direct engagement through reviews.

Google My Business listings can undoubtedly increase your organic traffic and sales growth. As with all SEO campaigns GMB requires consistent monitoring and strategic implementation.

Our California based Pear Branding SEO agency team are search obsessed marketers. Second is not an option for us, we work tirelessly to outperform competitors. We’ve built a scalable, repeatable process to handle every part of an SEO campaign, to get you on the first page and keep you there. Our dedicated experts would love to help you grow your digital presence. Contact us here and we’ll get back to you within one business day.

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