How to Increase Footfalls with Google My Business Services

Learn how to increase your hyperlocal discovery and search traffic with 8 quick and actionable steps for Google my business services.

50% of people who do a hyperlocal search on their phone, visit a store in the next 24 hours, according to the Think With Google study. That’s why Google My Business (GMB) is not merely a place where customers can find information about your business. It’s the place that can increase traffic, generate more revenue, and offer incredible customer insight. If, and this is a big IF, you follow GMB optimisation.

What are Google My Business Services?

Before diving in, know this: Google renamed Google My Business to Google Business Profile in November 2021. The dashboard from where you can manage your listing is now called "Google Business Profile Manager." However, this blog article will use GMB as the term since it’s what most people are comfortable with.

Essentially, Google My Business is an easy tool that allows any business to show their information to potential and existing customers, interact with them, gather insights about them, and manage their online reputation.

7 Steps to Google Business Optimisation for Your Business Profile

Claiming or creating your Business Profile is not enough. You need to do more than just adding the required information. It also has to be optimised because only then does GMB play a pivotal role in hyperlocal discovery and marketing. And it all starts with providing an accurate and current name, address, and phone number (NAP).

The NAP and Description

1. As tempting as it is to use keywords in the business name, the rule of thumb is to adhere to the actual name.
2. For the address, double-check that the coordinates given on the map and that the postcode you add is the same as on your business website.
3. For the phone number, a local number is the most optimised option rather than a call centre or HQ.
4. Next, make intelligent use of the business description. While there is some debate on whether keyword inclusion helps or not, it makes sense to share information that is of value to customers.
5. The first 250 characters of the description appear in the knowledge panel, so keep them as a priority when writing.

Category and Attributes

The foundation of good Google business optimisation is the updating primary category of your business.

1. The golden rule is to be specific and pick a category that describes your entire business, not a particular service or product.
2. Don’t disregard the subcategories because they decide if your listing is shown as the result of a local query.
3. There are thousands of categories for Google business profile installation. Therefore, guesswork doesn’t cut it. Keep your keyword strategy in mind when choosing yours.
4. Use attributes to further describe your business to customers and list special features like kid-friendly, free Wi-Fi, a bar, open seating, etc.

Photos

Websites of business listings that have profile pictures and photos get more clicks.

1. Add your logo as the profile photo.
2. Use the cover photo to showcase the premise or business personality.
3. For service businesses, add exterior and interior photos. For product-based services, use the best-selling items.
4. Name each photo correctly and meaningfully. E.g., nail art and not IMG_2002.
5. Utilise photos clicked by customers, under the “Photos tagged of your business” option, to give your brand a human and native appeal.

Reviews

Customers are the engines that drive businesses, making customer reviews critical. And given that new customers base their purchase decisions on reviews, they’ve become even more important. Moreover, they improve visibility in search results.

Ask your customers to leave a review by using a shareable link. To generate one, go to Google My Business, then Home and then Get More Reviews.

Customer Engagement

Even with a very comprehensive and utterly optimised Google Maps Business, there is a high chance that customers will have questions for you. Use the messaging feature to answer them and engage.

1. Turn on Messages by using the GMB app and proactively answer any questions.
2. Use a welcome message to create a positive customer experience. The message is sent as soon as the user texts you.
3. Don’t leave messages unanswered as it negatively impacts your reputation.
4. Similarly, quickly respond to any questions that pop up under your listing. Not answering them or letting other customers reply to them damages your hyperlocal discovery.

Updated, Local Posts

Posts are like status for your business and an excellent strategy to help your SERP ranking as they keep your audience engaged. They also send positive signals to Google by keeping your listing presence fresh. Good practises for posts include:

1. Actively publish high-quality posts on new products, services, recent events and offers.
2. Be precise with the copy of your posts so they urge customers to take action.
3. Plan your posts and keep them timely. For instance, if you’re offering a discount or new service for Easter, don’t post on Easter Day. Post a few days ahead so you can grab even the early-bird customers.

Profile Insights

Optimising your Google My Business profile is the first step on the ladder to getting more footfall. The second is using insights from it to understand customers better and make data-backed decisions. Use the insights dashboard to find:

1. If customers find your profile through Search or Maps.
2. If customers land on your profile through direct or discovery searches.
3. What actions does a customer take after reaching your GMB profile? This could be calling, swinging by your website, or using directions to reach you.
4. Where customers who search for your business profile are located.

Wrapping Up

The goal of Google my business services is to show up when a user searches for something with local intent. Therefore, even before you start optimising the profile, do a hygiene check that includes what information customers find when searching for you online.

Look for the missing pieces and then make sure they're included in the profile. One last morsel of advice is to periodically review your business listing. Optimising it doesn’t take long, but it does require regular check-ups.

And if you find the process hard, let ProManage ease the process for you. The tool makes it a breeze to manage, edit, and update listings, whether it is for 1 store or across 1000s of locations. Moreover, it provides clearer visibility of your online search results and helps you manage customer feedback and reviews from a single dashboard!

To get started, get a detailed diagnostics on your GMB listings today!