Search engine optimization (SEO) is a vital tool that helps your business get seen by the right audience. While you might think SEO is only useful for large companies that have the resources to rank well, it’s arguably more important for local businesses.
This article explains how to use Google My Business for local SEO, using the example of search engine optimization in London. Of course, you can apply these instructions to your business regardless of location.
What is Google My Business?
It’s no secret that Google is the most used search engine tool and that it’s many customer’s first port of call when trying to find a business or service. Therefore, it’s vital that businesses (particularly local ones) have control over their online information.
This is where Google My Business comes in. It’s a free service that allows business owners to add and change their information that shows up in Google search results. It includes things like address, contact information and opening hours, but also customer reviews.
Using Google My Business for lead generation in London offers the following benefits:
In short, using Google My Business offers you a better chance of showing up on the Google Map and local finder, and in the top three organic search results.
Setting up a Google My Business Account
Setting up an account is incredibly easy; visit Google My Business and follow the steps.
You add your business profile, upload contact information, and adjust your settings. That’s all there is to it.
How to Use Google My Business for Local SEO
But how do you use this for local SEO? Well, the first point is pretty obvious: having an account gives you more opportunities to show up in different areas of a search.
There are other steps you can take to further improve your ranking potential simply by working on your Google My Business profile. The following suggestions can help improve your local search rankings.
As mentioned, these examples use search engine optimization in London but are applicable to all locations.
Step 1: Verify your business
This step is the easiest but gets overlooked by many businesses. As part of the registration process, Google will send a PIN letter to your business address. Once it arrives, use it to verify your information online.
Much like when you receive a verification email, this process lets Google know that, at the very least, your business is legitimately tied to the address you gave.
Step 2: Complete your profile
After verifying your initial profile, be sure to complete all the information it requires. Some fields are optional, but it’s worth filling them in too. If you don’t, it leaves them open for others to fill in.
For example, if you offer website design in London, make sure your profile reflects all the relevant information your potential customers might need. While a business address might not seem necessary for online services, it’ll help you show up on Google Maps.
In the “menu” section of your profile, you can add a small blurb about the products or services you offer. This is the perfect place to offer customers early information that they might need to narrow down their search.
If you offer website design in London, you can use the blurb to say what kind of niches you design for, such as property development, dentists, lawyers, etc. Specifying your niches will help those audiences know you’re a good choice.
Step 3: Keep your profile up to date
Once your profile is filled in it’s easy to forget about it. But if your business information changes, be sure to update your Google My Business profile.
Not only does this keep things clear for customers, but it affects your search ranking too.
If Google sees information on your website or profile that doesn’t match, it can impact your authority.
Similarly, you need to keep NAP (name, address, phone number) details consistent across all platforms and websites.
Discrepancies between platforms can impact your search engine rankings, which can be damaging for lead generation.
For example, if you’re looking for lead generation in London, ensure your business details reflect this. Basing your business in London will make it more likely for you to show up in local searches, particularly if your address is inside a customer’s service area.
Step 4: Pick the right categories
You can select one primary and nine secondary categories on your Google My Business profile. There are 4,000 to choose from, so it won’t be difficult for you to find the right ones.
If you offer telemarketing in London, be sure to reflect this in your categories. Telemarketing should be your main one, but then choose secondary categories that remain relevant.
These could be things like “business to business”, “business to client”, and so on. Try to avoid ones that seem a stretch.
One of the best options is to see what competitors use. Google the term “telemarketing in London” and see what primary and secondary categories the businesses use.
This can help to highlight categories you might have overlooked.
Step 5: Get reviews
Customer reviews can massively impact your local search engine ranking, so build a strategy for getting more.
Email campaigns are useful for this, as is (of course) giving a good service.
You might think it’s challenging to build a wealth of good reviews for something like website design in London. While this is true to an extent, you can reach out personally to each client and ask them.
Using Google My Business is a great way of boosting your local SEO. Just be sure your profile is correct and that your categories are relevant. For example, if you’re looking for lead generation in London, reflect this in your profile.
Regardless of your location, Google My Business is a useful tool for improving your rankings.
If you need help with local SEO, feel free to contact Boost 360 at firstname.lastname@example.org or call 07939074845.
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