Showing up on Google My Business (GMB) is not accidental. Understanding what moves the needle is vital to focusing efforts where it matters most.
In this presentation, I show how local search works, what changed in 2018, and some tips and tactics for optimizing in 2019,
I presented this slide deck to members of the Heart of the Valley Chamber of Commerce in Kaukauna, WI on January 10th, 2019.
2. Who am I? What do I do?
Services:
Website Design and Development
Website Management and Support
Website Hosting
Search Engine Optimization
3. What is Google My Business?
Google My Business (GMB) is a free
tool that allows you to manage
some of the data about your
business that Google shows in
search results and Google maps.
4. Where is GMB Data Visible?
The Knowledge Panel
The Local Pack
Google Maps
12. Relevance
GMB Category Associations
Keywords in GMB Business Name
Citations on the Primary Data Sources
Keywords in Reviews
Keyword in GMB Landing Page
13. Prominence - GMB
Completeness of GMB Listing
Quantity Google Reviews (with text)
Quality/Authority of Structured Citations
High Star Ratings on Google
14. Prominence - Website
Quality/Authority of Inbound Links…
To whole website
To GMB Landing Page
From Locally Relevant Websites
Domain Authority
Internal Linking
15. Proximity
Proximity of Address to the Point of Search
Physical Address in City of Search
Proximity of Address to Centroid
18. GMB Changes in 2018
Videos come to GMB
Restaurants can now add menu items directly in GMB
Google starts showing ads in the 3-pack more often
Google launches product posts
GMB adds the business description field
GMB adds services field
19. GMB Changes in 2018
Review gating is now against the GMB guidelines
Google posts now accept videos
GMB launches offer posts
Google now emails customers review responses
Google removes anonymous reviews
21. Have A Local
Physical
Location
Have a physical location in the city you
want to appear for
Service Area listings are second class
citizens
22. Get More Reviews
Ask your customers for reviews.
Gather reviews on…
Google, Facebook, Yelp, BBB, your website.
Use a review tool…
gatherup.com
Be human not digital
23. Use Posts
Post…
News
Events
Sales/offers
Product highlights
Use photos/videos
End with a compelling CTA
25. Optimize Your Website
Eliminating thin content by…
Removing, Expanding, or Combing pages.
Optimize local relevancy (Your site should yell ‘Fox Valley’.)
Make sure your site is crawlable/indexable.
Increase internal links and CTAs on well-visited pages.
Think normal SEO but every keyword ends in your city or ‘near
me’.
26. Build Links
Join Chambers of Commerce and
Business Associations
Sponsor local causes
zipsprout.com
Get listed on your manufacturer’s
Retailers Pages
Get covered in local newspapers
27. Report Spam
GMB Spam is rampant
Keyword stuffing name
Fake reviews
Fake listings
3. (e.g. primary category=restaurant & search=pizza)
Product / Service Keyword in GMB Landing Page Title/H1
Location Keyword in GMB Business Title
Location Keyword in GMB Landing Page Title
Quality/Authority of Inbound Links to GMB Landing Page URL
Page Authority of GMB Landing Page URL
Proximity of Address to the Point of Search
Physical Address in City of Search
Proximity of Address to Centroid
Help a Local Non-Profit
Sponsor Events
Sponsor Venues