To boost their Google presence, many companies create a Google business listing, formally called a Business Profile. However, creating one doesn’t mean you control it. You need those management capabilities to leverage your Business Profile effectively for SEO and lead generation.

A separate Google My Business account is required to manage your Business Profile. A Google My Business account is the only way to claim and manage your Business Profile, unlocking free features that increase your visibility on Google. This post covers everything about Google My Business, including:

• What it is
• How to use it effectively
• How to use it for SEO
• How to create an account Read on to add this free and potent tool to your marketing arsenal!

Understanding Google My Business

Google My Business lets you manage and optimize your Business Profile, one of many vital business directory listings. To clarify what a Business Profile is and how it functions, let’s define it first. Your Business Profile, or Google business listing, appears in Google Maps and local Google Search results. Business Profiles on Google Search resemble this:

On Google Maps, they look like this:

And on mobile devices, they appear like this:

Creating a Business Profile, similar to adding a location to Google Maps, can be done by anyone. Google only requires the business name, location, and category. Once confirmed as a non-duplicate, Google creates the Business Profile, open for customer reviews, add photos, inquiries, and even answers. Google may also populate it with data from around the web. This means a Business Profile can exist independently of a Google My Business account. Regardless of who created your Business Profile, you can’t manage its information or reviews without one. That’s where Google My Business comes in. By creating a free account, you can access, customize, manage, and enhance your Business Profile, which we’ll delve into next.

Leveraging Google My Business for Local Marketing

We’ve established that Google My Business enhances your Business Profile’s visibility and effectiveness. Let’s explore the four primary ways to use it as a local marketing tool.

1. Engage with Your Customers

Your Google My Business account allows you to engage with consumers interacting with your Business Profile. Respond to reviews, answer questions, enable direct messaging, set up alerts, and even publish posts, much like on social media platforms.

Manage reviews, publish posts, and answer questions from your Google My Business dashboard.

2. Showcase Your Business

A standalone Business Profile provides limited business information. Through your Google My Business dashboard, you can add hours, a website link, products, pricing, attributes, and other unique details, making edits and updates as needed.

A comprehensive Business Profile on the SERP offers a complete view of your business, highlighting its best aspects.

3. Gain Valuable Insights

The Google My Business dashboard provides key insights into your audience and local search performance. Its analytics tab shows search queries used to find your Business Profile, whether through Google Maps or Search, actions taken on your listing, and how your photos compare to your category’s average. Also, there are ways to track clicks from a Business Profile via UTM parameters and Google Analytics.

4. Optimize for Local SEO

Google has algorithms for ranking ads, websites, and Business Profiles. Use your Google My Business dashboard to incorporate keywords into your profile and optimize it for local search ranking, which we’ll discuss next.

Google My Business helps optimize your Business Profile to appear in the coveted 3-Pack.

Google My Business for SEO

Google Business Profiles are dynamic, changing format based on the platform and prioritizing profile sections based on search terms and relevant information for your business category. It even bolds relevant keywords in your profile content. However, this requires information to prioritize and keywords to highlight. Just as a content management system like WordPress optimizes your website for search engines, Google My Business optimizes your profile and expands your reach. So how does it work for local SEO? Since optimizing for Google means optimizing for searchers, it comes down to targeting, information quality, and trust. Target Your Information Incorporate relevant keywords throughout your Business Profile—in the “from the business” description, review responses, question answers, and posts—to tell Google what you want to rank for. Ensure natural keyword integration, as with any SEO strategy.

Include keywords in your description, editable through your Google My Business dashboard. Maintain Quality Information A complete and accurate Business Profile influences its ranking. Provide all requested information in your Google My Business dashboard, especially contact details, special hours, and attributes. Build Trust The final aspect of using Google My Business for SEO focuses on building trust with Google’s algorithm. Keep your information updated and accurate, cultivate and respond to reviews, and demonstrate activity by regularly uploading photos and publishing posts through the platform.

Manage both reviews and responses, visible on your Business Profile, through your Google My Business dashboard. SEO is crucial for any business, particularly small ones using local targeting to compete with larger competitors. Google simplifies local SEO with its robust Business Profiles, making a Google My Business account vital for maximizing local market visibility. Speaking of online visibility, how strong is yours? Find out in 90 seconds with the free LOCALiQ Website Grader!

Signing Up for Google My Business

Ready to turn your Business Profile into a powerful marketing tool? Here’s how to sign up. Visit google.com/business and click “Manage now” to create an account. Remember, a Google My Business account doesn’t automatically create a Business Profile—it provides access and enhancement capabilities. Ensure you have an existing Business Profile to access.

Also, creating a Google My Business account doesn’t grant automatic Business Profile access. After logging in, locate your Business Profile on Google Maps and select the “Claim this business” or “Own this business?” link. Once completed, your Google My Business account connects with your Business Profile, granting you management control.

Unleash the Power of Google My Business

Now that you understand what Google My Business is, how it functions, and how to utilize it, it’s clear that this free tool is not just beneficial but essential for local marketing. Create your Google My Business account today and watch your Business Profile outshine competitors and attract more customers on the world’s leading search engine.