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How a ‘Google My Business’ Listing Helps Your Online Marketing

19 Jul

As a digital agency, we see people doing all the right things and putting in the hard work.

However, getting more leads and phone calls doesn’t necessarily have to be a lot of work – sometimes, you can generate traffic from the simplest, easiest steps.

As a digital agency we are always astounded by how many of our clients don’t have an up-to-date Google My Business (GMB) listing… or worse, don’t have one whatsoever!

There’s no excuse not to have one: they’re easy to create, increase visibility and brand awareness, and can potentially generate a considerable amount of additional business.

Why wouldn’t you have one?

Let’s run through the main benefits of a GMB listing, and its impact on search engine optimisation Melbourne

What is a GMB listing?

If you ask us, this should be the very first thing you do before updating your website, before drafting an SEO strategy, and before creating your newsletter!

To help us explain exactly why a GMB post is essential, we need you to do us one favor first.

Just have a think about how you look for a service or product in our modern world.

If you’re looking for a hairdresser, a tradie, a cafe, a clothes store, anything at all… what do you do?

You type it into Google, of course!

For example, if you were looking for search engine optimisation in Melbourne (hint, hint) you might type “iformat” into your search engine.

The first thing that pops up in the search engine’s results page (SERP from here on out) will be a little box on the right side of the screen. This box has our:

  • Contact details
  • Opening hours
  • Images
  • Location on a map
  • Reviews
  • Latest posts (admittedly, we’ve been a bit slack at keeping that updated!)
  • A contact button and website link

This is what we call the “knowledge box”. And the only way to get it is with a Google My Business listing.

The power of a Google Business listing

People are hardwired to seek the path of least resistance. That’s the reason that even simple things like adding a CTA button near the top of your site can drive up contact forms just by existing.

Think of it like a snapshot of your business. By providing all the important details up-front, you minimise the amount of effort that goes into finding a suitable business (the “resistance” in this case).

Basically, by putting your contact details out there as well as reviews and a “get directions” button, you further cut down the amount of effort that goes into getting in touch.

And that in turn increases the number of calls you’ll get!

However, that isn’t the only a GMB listing can help your SEO strategy…

GMB business insights

A GMB post does a lot more than just create an internet advertisement for your product or service – it can also help you to analyse how well your website is doing.

You can use GMB insights to find out how people are finding your website.

This gives you further insight into how people are reaching your website – if they came from social media, you will know whether it was Twitter, Facebook or Instagram.

You’ll also learn:

  • Whether they’re coming from Google Search or Maps
  • How they’re interacting with your listing
  • How many people are asking for map directions
  • The number of phone calls coming in specifically from your GMB listing

With this information, you’ll be able to better understand which aspects of your online marketing are working and what you can leverage to generate more leads.

You can even track if people are engaging with your calls to action. Any button they click or click through you create from your GMB post will be tracked.

It puts you on the map… literally!

When setting up your GMB listing, there will be an option to also create a Google Maps listing.

We strongly recommend taking that option, especially if you operate a physical location or retail store!

Say you’re a restaurant or retail shop. Many of your customers might be hungry local, looking for places to get a quick bite in the local area, or for a place to pick up a specific item.

Chances are, they’ll turn first to Google Maps.

Without a GMB listing, you won’t be visible here.

In addition to raising your online visibility, a Maps listing also helps web searchers to navigate, further reducing the amount of effort needed to choose your business (see above).

GMB business reviews

We can’t stress enough how important business reviews are.

Research has shown that 84% of people trust online reviews as much as they trust a recommendation from someone they know.

If that doesn’t “sell” you on the importance of reviews, we don’t know what will!

People trust other people to tell them what is and isn’t good. In our experience, reviews are some of the most powerful tools at your disposal.

By presenting your reviews front-and-centre, a GMB post makes you look professional from the outset.

Your listing will collate reviews from a range of different sources: there are your usual suspects like True Local, Yelp and Facebook, as well as more niche sites. For example, a wedding stylist might present results from something like Easy Weddings.

Additionally, you also need a Business Listing to receive Google reviews.

Unlike other reviews, Google Reviews actively influence your search engine rankings. Make no mistake, you need a GMB listing!

GMB event feature

While Google might be killing Google+ (RIP, you died too young), parts of it continue to live on in Google My Business.

Did you know: your listing can also double as an impromptu social media feed?Potential clients and customers can stay up to date with exactly what your business is and isn’t doing with GMB posts and events.

Hosting an information or training night for your new product? Let web browsers know with a GMB event.

If you’re opening a new store – everyone browsing the web looking for you can instantly see!

This feature is also really good for advertising flash sales or promotions that are only lasting for a short period of time.

google my business

Take your digital marketing to the next level

Call iformat for search engine optimisation in Melbourne

Of course, your Google My Business listing is just the first step towards a more effective digital presence.

The second one? A well thought-out digital strategy that incorporates SEO, paid advertising and other marketing techniques.

If you want to turn your website into a tool that generates sales and leads, you need a digital marketing agency on your side.

That’s where iformat comes in.

We specialise in search engine optimisation in Melbourne. We work closely with businesses large and small to design digital marketing strategies that work.

We are passionate about helping businesses like yours. What’s more, thanks to our experience crafting tailored digital and web strategies, we can make that happen.

If you are interested in working with us you can contact our digital agency on 1300 88 64 50. Alternatively, click here to touch base online.