For local businesses looking to improve their visibility on Google and attract more customers, a well-optimized Google My Business (GMB) profile is crucial. Whether you’re a brick-and-mortar store, a service provider, or a local entrepreneur, using the right strategies can greatly improve Google My Business ranking These are the top tips you need to maximize your Google My Business SEO performance. Ranked by importance from #1 (most critical) to #15, these strategies reflect the most significant ranking factors for 2024. With over 150 ranking elements in play, we’ll focus on the most impactful ones—so stay tuned and get ready to put these insights into action!
1. Choose Your Primary Google My Business Category Wisely
One of the most critical steps when setting up your GMB profile is selecting the right primary category. Just how crucial is it? Well, considering the fact that it’s the number one factor in ranking local businesses, I’d say it’s quite important. This choice defines what your business is about and determines your visibility in local search results. Make sure to pick a category that best describes your core offerings. Additionally, consider adding secondary categories to cover all the services you provide. For example, if you own a digital marketing agency, you could select “Marketing Agency” as your primary category and “Advertising Agency” as a secondary one. Try to look at any possible category and apply it as a secondary one.
Tip: Be honest and precise with your category selection. Misrepresenting your business can lead to penalties or account suspension.
2. Include Keywords in Your Business Title
To give your business an SEO boost, consider incorporating relevant keywords into your GMB business name. If you’re starting from scratch or have the flexibility to adjust your business name, make sure to include descriptive terms that people might search for. For instance, instead of naming your company “Smith & Co.,” consider “Smith & Co. Digital Marketing” if that fits your brand and services. Such subtle details can largely increase your rankings as long as you don’t keyword stuff (shove keywords just to have them).
Caution: Don’t overdo it or engage in keyword stuffing, as this can harm your reputation and result in Google penalties.
3. Optimize for Proximity to Searchers
Google prioritizes businesses that are physically close to the searcher. While you can’t change your physical location, ensure your address is listed accurately. If you offer services across multiple areas, outline your service radius in your profile to maximize visibility. Be wise with the area you choose as going too far away can hurt you in the long run.
Tip: Even if you’re a service-based business without a storefront, you can still optimize for local SEO by defining your service areas clearly.
4. Keep Your Address Visible When Appropriate
If you run a physical location where customers can visit, keeping your address visible is beneficial for local SEO. It enhances your profile’s trustworthiness and makes it easier for people to find you. However, if you operate from home or prioritize privacy, hiding your address is an option, though it might limit some search visibility.
Recommendation: Weigh the pros and cons of showing or hiding your address based on your business type and privacy concerns. The closer someone is to your physical address, the higher likelihood that you will show up ahead of your competitors. On the other hand, be careful as having the address available puts you at a risk.
5. Remove Spam Listings Proactively
Spam listings or duplicate profiles can undermine your credibility and hurt your ranking. Regularly monitor your business’s online presence and report any fraudulent or duplicate listings. Avoid using fake addresses, keyword stuffing in your business name, or engaging in unethical practices, as these can lead to severe penalties. From firsthand experience, duplicating a profile is more trouble than it’s worth. The power to delete it doesn’t lie with you but with Google, and they don’t hurry. It remained online, a digital ghost, until Google finally acted. The moral of the story? Patience is essential in the digital cleanup process.”
Note: A clean, well-maintained profile not only helps your SEO but also fosters trust among your customers.
6. Focus on Review Quality, Not Just Quantity
Reviews are crucial for local SEO but aren’t the be-all and end-all of ranking factors. Instead of pushing for a sudden surge of reviews, aim for a steady stream over time. Encourage satisfied customers to leave detailed, keyword-rich feedback about your services. Something I’ve done before is ask to include specific keywords in the google reviews. In my case, I’d ask the reviewer to include the words web design and digital marketing if possible (it works).
Pro Tip: Implement a system that filters reviews. For instance, if a customer rates you four or five stars, direct them to leave a review on Google. If the rating is lower, collect feedback internally to avoid negative publicity.
For more detailed strategies on collecting positive reviews, check out our guide on getting more positive reviews.
7. Complete Your Google My Business Profile
A 100% complete GMB profile is essential. Fill out all fields, including your business description, contact details, operating hours, and even holiday schedules. Use a custom email address and upload high-quality images of your business, products, or services. I’ve seen significant differences in how a profile performs when it has the custom email address and when it doesn’t.
Tip: The more information you provide, the more trustworthy your business appears to both Google and potential customers. What does that mean? Improved google my business rankings and more leads!
8. Maintain Review Frequency and Quality Content
Consistently gather and respond to reviews. Keyword-rich reviews are particularly valuable because they reinforce the relevance of your services in search queries. Address both positive and negative feedback professionally, showing that you care about your customers’ experiences, 57% say they would be “not very” or “not at all” likely to use a business that doesn’t respond to reviews at all.
Strategy: Use email follow-ups and reminders to encourage satisfied clients to share their experiences online.
9. Create Service-Specific Pages on Your Website
Your website should have dedicated pages for each service you offer. I see so many different business websites with just the tab “services”. It’s absolutely better than no services page but it doesn’t help with search rankings. When someone searches a specific service you offer, they’d be more inclined to click on a page that is called [Your Business Service Name] instead of [Your Business Services]. This not only provides more content for Google to index but also increases your chances of ranking for specific service-related keywords.
Example: If you offer car detailing, have separate pages for “Interior Detailing,” “Exterior Detailing,” and “Ceramic Coating” instead of lumping them all together.
10. Use Keywords Strategically on Landing Pages
To maximize the effectiveness of your landing pages, ensure they are optimized with carefully selected target keywords. Start by placing these keywords prominently in critical areas such as titles, meta descriptions, headers (H1, H2), and throughout the body content. The goal is to create a seamless alignment between your landing pages and your Google My Business (GMB) profile, which reinforces your business’s relevance in local search queries.
When incorporating keywords, make sure your content flows naturally. Google’s algorithms are sophisticated enough to penalize keyword stuffing, so focus on readability and user experience. Use synonyms and related terms to enhance the content’s depth while still capturing search intent.
Go beyond surface-level content by answering common questions related to your service and providing in-depth, valuable information. For example, if you’re a local auto detailing company, your page could include information about the specific products you use, the benefits of detailing in your area’s climate, and customer testimonials for added credibility.
Actionable Tip: Conduct keyword research to find terms that are highly relevant and have strong search intent.
11. Build Quality Backlinks and Citations
Acquiring backlinks from locally relevant and high-authority websites is a powerful way to boost your GMB ranking. Reach out to local directories, chambers of commerce, or news outlets to feature your business. Consider partnering with local bloggers or influencers who can write about your services and link back to your site. Engaging in community events or sponsoring local organizations can also provide opportunities for valuable backlinks. These efforts not only enhance your SEO but also strengthen your reputation within the local community.
Reminder: Ensure that your name, address, and phone number (NAP) are consistent across all platforms to avoid confusion.
For additional insights on local marketing strategies, don’t miss our article on 7 tips about local online marketing.
12. Develop a Robust Internal and External Linking Strategy
Internal linking helps Google understand the structure of your website, making it easier for search engines to index and rank your content. Additionally, linking to service pages from your homepage and other relevant areas increases user engagement by guiding visitors to the most important parts of your site. For external links, aim to connect with authoritative websites that add value to your content, which can significantly boost your domain authority and SEO performance.
13. Incorporate Local Keywords
Using local keywords in your content makes your business more relevant for nearby searches, helping you stand out to potential customers in your area. Including neighborhood-specific terms or references to local attractions can increase your chances of appearing in hyperlocal searches. Ensure these keywords are used naturally throughout your content to keep it engaging and informative.
Example: “Top-rated car detailing in Bucks County” or “Best web design agency near Philadelphia.”
14. Keep Reviews Fresh and Detailed
Actively seek new reviews and make sure they contain specific details about your services to add authenticity and depth. Encourage customers to mention key aspects of their experience, such as timeliness, customer service, or the specific product they used. This not only improves your ranking but also provides valuable social proof that can influence new customers.
15. Focus on High-Quality Backlinks
Not all backlinks are created equal, so prioritize links from reputable, local sources that enhance your business’s credibility. Collaborate with local organizations or participate in community events to increase your chances of earning quality backlinks. Additionally, tools like SEMrush and Ubersuggest can help you monitor the strength of your backlinks and identify any areas for improvement, giving you a strategic edge.
Conclusion
Optimizing your Google My Business profile and local SEO is a strategic effort that pays off over time. By carefully choosing your primary category, using targeted keywords, collecting quality reviews, and building strong backlinks, you set a solid foundation for increased visibility in local search results. Remember, every element—from the completeness of your profile to the strategic use of local keywords—contributes to your online authority and helps attract more customers.
Consistency is key. Regular updates, ongoing engagement with customers, and a focus on quality content will keep your business relevant and highly ranked. Implement these strategies to grow your local presence and stay ahead of the competition. If interested in hearing not just the top 15 factors but top 25, watch my full video of how to optimize for each one.
Ready to elevate your local SEO and drive more traffic? Contact Kaizen Web Marketing today for expert guidance and start seeing real results!
Resource: https://whitespark.ca/local-search-ranking-factors
