In episode 152 of Search Engine Nerds, I had the chance to interview Greg Gifford, a world-renowned Local SEO expert.
Gifford talks about Google My Business, its new features, and the tricks and hacks that will help you get ahead.
![Boosting Local SEO with Google My Business]
Where is Google My Business in the scope of local SEO today and where is it going over the next year or two?
Greg Gifford (GG): It’s massively important, especially because most people focused on local SEO are really looking at that map pack with the map and the three results underneath.
According to the Local Search Ranking study released at the end of last year, the biggest chunk of signals that matter for showing up in that map pack is related to Google My Business.
It’s not as crucial for appearing in localized organic results, but it remains significant.
The main point I’ve been emphasizing at conferences for the past six months is that your website is no longer your first impression with customers; it’s your Google My Business.
We’re saying that your Google My Business profile, the knowledge panel that shows up whenever you Google your business name, is your new homepage.
The concept of zero-click searches is becoming more prominent, where users get all the information and interactions they need without visiting your website. The best example is Google My Business.
All the details like phone numbers, addresses, directions, pictures, and testimonials that people used to search for on your website are now accessible through your Google My Business profile.
There’s no need to visit your website anymore.
Brent Csutoras (BC): The important thing to remember is how you perform across various platforms, and Google My Business definitely plays a significant role. Do you see it continuing in that way?
GG: 100%. We all know that Google has shifted from keyword matching to an entity-based search platform.
Your Google My Business acts as a direct interface with your entity as it exists in Google’s database.
It’s surprising how many businesses still haven’t claimed their listing. Therefore, you need to:
- Claim and optimize your listing.
- Add photos.
- Include questions and answers.
- Provide a detailed description.
It’s evident that Google My Business will continue to be one of the most important elements for local searches.
Do people still need to focus on their website first, or should they focus on Google My Business and reviews before their website and organic SEO efforts?
GG: It depends on the vertical. For example, car dealers will always need a website because purchasing a car is a significant investment, and customers want to do thorough research.
For simpler needs like buying toilet paper, there’s no need for a website, especially with voice assistants like Alexa or Google.
When I travel, I rarely visit a restaurant’s website anymore. Instead, I rely on platforms like Yelp or Google, accessing top-line information, menus, and even booking tables without visiting their actual website.
For some verticals, while a website may still be necessary for detailed information, for quick reference, users are turning to Google My Business.
Where should businesses prioritize between Google My Business versus optimizing on-page elements for their website?
GG: It primarily depends on the industry. Although most businesses will still need a website, a significant amount of interaction will happen off the website through platforms like Google My Business.
What are some core features businesses should engage with on Google My Business?
GG: You need to fill out all the essential information about your business, such as:
- Business Name
- Address
- Map Pin Placement
- Phone Number
Ensure these details are accurate. Choose the appropriate categories, upload photos, and consider videos. Reviews on Google are critical as they impact rankings and customer decisions.
The new questions and answers feature allows community interactions, which can be a double-edged sword. Business owners need to monitor and manage this actively.
How should businesses handle reviews?
GG: Bad reviews aren’t necessarily negative. Research indicates that a review score between 4.2 and 4.5 is ideal. Perfect scores often seem fake.
What matters is how you respond to reviews. Don’t hesitate to ask every customer for a review and make it easy for them by directing them to a specific page on your site with clear instructions.
Is there a hidden gem feature on Google My Business that people should focus on?
GG: Google Posts and Questions and Answers. Google Posts allows businesses to share updates that appear as thumbnails on their profile, which can be expanded for more details.
Moreover, businesses can preload questions in the Questions and Answers section to help manage customer interactions and promote accurate information.
You can listen to the full episode by subscribing via iTunes, signing up on IFTTT to receive email notifications for new episodes, or listening on platforms like Stitcher, Overcast, or Pocket Casts.
Visit our archive to listen to other Search Engine Nerds podcasts!
Image Credits
Featured Image: Paulo Bobita
