Google has estimated that over one-third of business searches have what is called ‘local intent’—for example, this means that someone interested in finding a new property would search for ‘real estate agents in Victoria’ to find services relevant to their area. This is something that most businesses should be looking to tap into.
Even if you don’t think your services are as geographically oriented as that example, if you have a physical store or location where your services are offered, there’s a good chance people are using searches with local intent to find you. After all, no one wants to drive hours to browse or buy products, access services, dine out etc.
To really hammer home the importance—local intent is also a naturally high conversion section to tap into as over 50% of those users are estimated to purchase something within a day of searching. Capitalizing on local intent begins with setting up a ‘Google My Business’ listing.
What Is ‘Google My Business’?
Google My Business is a tool that allows businesses to manage how their business appears on both Google Search, and Google Maps. This includes the ability to add vital details such as your business name, location, and hours, the ability to respond to customer reviews and queries, and a number of additional features that help you reach your ideal audience. Reasons why to have an active listing include:
It’s Free To Use
Marketing is all about getting the best possible ROI—Return On Investment—for your budget. Something that is especially true for small businesses. Which is what makes having a Google My Business listing so important—it’s one of the few effective and free to use marketing tools available.
The Local 3 Pack
The biggest benefit to having a Google My Business listing comes from the high search visibility it can offer. This is because businesses with GMB profiles will appear in what is known as the ‘Local 3 pack’ on search results.
When searching for businesses, products, and services on Google the first 3 results will typically be the product of paid search campaigns, beneath this will be a map with a cluster of 3 local results that match the search intent. This is the ‘Local 3 Pack’— an extremely valuable high visibility space that can help drive traffic to your website.
Tell The Customer What They Need To Know
One of the most important things any business can do to help their customers is to make sure they can find all the information they need as easily as possible. This means they know where to find you, your opening hours, contact details, and more.
A Google My Business listings is a simple and effective way of ensuring this is the case. The listing will help customers find your physical location by making sure it’s listed in Google Maps, as well as displaying a range of useful information including:
- Opening Hours
- Busy Periods
- Contact Details
- A Description of Your Business
A Google My Business listing isn’t just a tool for promoting and expanding the reach of your business—it can also be used to collect data and valuable insights that can help you improve your services. This can be done through the ‘Insights’ tab on your Google My Business listing.
This tab offers you access to an array of analytics that covers the key metrics of visibility, engagement, and audience. There’s also the option of the Google My Business Heat Map—this shows the locations in which users are requesting directions to your business. Giving you data on potential target areas for your marketing strategies.
The ability to communicate clearly with your customers is vital to any business—it’s not only one of the most effective marketing channels you have, but also a way of ensuring your services and products are meeting the needs of your customers. A Google My Business listing will open up a new interactive channel of communication that offers a number of advantages.
One of the most important ways it does this is through the online review system. Reviews are a vital digital currency—playing an important role in the consumer choices of your audience. Google My Business makes it easy for customers to leave these reviews, as well as providing a clear and manageable way for businesses to monitor and respond to them.
Like any tool—A Google My Business listing is only effective if wielded properly. And, with a wide range of features, and nuances when it comes to implementation, it can be hard for businesses to manage their own. That’s why at Radar Hill we’ll take care of it for you.
We aren’t just experts in website design—we’re experts when it comes to creating a visible and effective online presence for our clients. To get your Google My Busines listing up and running—and to find out more about what we offer—get in touch with us today.