For most businesses, it's important to harness every available source of leads. Google My Business is an often overlooked source that can bring in a steady stream of organic, local customers. When a prospective customer performs a search on Google or Google Maps, your Google My Business profile can pop up and provide them with your information. If your profile isn't set up properly, however, your listing will only appear for narrow searches or not at all.

Keep Things Accurate

The first step of optimizing your GMB profile is to populate it with updated, accurate information. If you've been around for a while, your community has probably created a public Google My Business listing for your business already. Click the 'claim this business' button so Google can verify that you own the business and give you the power to edit the listing. If there's no listing already, simply create a profile and get started!

Take a moment to double-check the information that you add to your profile. Typos in things like your address, phone number, and website can cause big headaches down the line. Make sure that your operating hours are updated and correct and account for things like holidays, pandemic changes, and other events. You don't want to have customers drive out to find out that you're actually closed on the third Sunday of every month!

For more information on how to get started, Google has provided this guide to setting up your business' profile.

Naming Your Business

It can be tempting to add search keywords to your business name. Don't do this. Not only will it not help your search rank, but Google will actively penalize your profile for attempting to game the system. Many so-called "SEO Experts" have gotten their GMB profiles penalized for trying this tactic. Instead, simply list your business name accurately and add the search keywords to your description, posts, and backlinks.

Similarly, make sure that the URL listed on your GMB profile is your actual website, not a landing page. Google can and will remove your listing if they find out that you've given them a landing page. Again, being clear and direct is the best strategy here. Having your account suspended and your listing removed is a massive headache that can lead to lots of lost business while you're waiting for Google to get back to you.

Businesses Without Addresses

If your business doesn't have a physical address, just leave the corresponding fields blank. You'll be able to set up a service area that corresponds to the parts of town that your business serves. Check out this page for information about how to add a service area to your Google My Business profile. Hybrid businesses, like restaurants with delivery services or repair shops that do house calls, can also add a service area to let customers know that they'll come to them.

Keep Things Honest!

SEO can seem like a cutthroat, dog-eat-dog world, but it's important to keep your tactics above board. Miscategorizing your business, adding fake reviews, or lying about your location will quickly get your listing pulled and your GMB account suspended. One of the worst things that you can do is add multiple fake locations to your business. Not only will this get you in trouble with Google, you're also likely to anger your local customers when they can't find your fake locations.

Updates Are Key

If you want to get the most out of Google My Business, don't just set up your profile and forget about it. Instead, keep it updated with fresh pictures and posts. Respond to reviews and showcase new products in the built-in Product Editor. Check your analytics and see how and where customers are seeing your profile. If you're getting a lot of results from an unexpected new keyword, consider changing your other outreach strategies to incorporate this term. If you're not getting the traffic that you expect from other keywords or sources, make sure that everything is set up properly and scout out the competition. If you're getting ousted from the top spot by a competitor, you'll want to find out fast so that you can take appropriate action.

Optimizing Your Listing For Search Rank

The modern Google algorithm tends to reward interactions highly. Having a clear, attractive profile that gives your customers the information they want will help maintain a high search rank. When customers use the Google Maps interface to get directions, call your business, or view your website, Google will gain more confidence in your listing. The more confident it is, the more likely it will be to show your business in the future.

Adding relevant, high-quality pictures is a great way to help your profile get the clicks it deserves. Start with a great cover photo that represents what your business is about. Add pictures of products, your exterior, and your employees.

Other key things to include are honest reviews and answers to common questions. For some businesses, these things are easy to come by. Others might have to entice their community to engage with their Google My Business profile. Drop a link on your Facebook page, your Twitter, or on a flyer if you're having trouble getting those first few reviews. Don't offer bribes or incentives. Instead, simply let your customers know that you'd appreciate an honest review and let things happen naturally.

Building Backlinks

The contents of your GMB profile are important for determining your search rank, but they're not the only factor. Savvy businesses build out a library of backlinks to give Google even more confidence in their business. Unlike traditional website links, these GMB backlinks are longer text blurbs that have the name of your business, your address, your phone number, and your website. Placing these blurbs on your blog, various web directories, and other social media sites can give your GMB listing the edge it needs to secure a top spot on relevant searches.

Generating Organic Business Through Your GMB Listing

Google My Business is a fantastic way to connect your business to local customers. By spending a bit of time to set up your profile, checking in occasionally, and keeping your strategies clear and honest, you'll get your business's profile to show up near the top of relevant local searches. Over time, this will generate a steady stream of new and old customers who are looking for the exact products and services that your business provides.