Google has introduced a treasure trove of new features for its Google My Business in recent months. If you haven’t reviewed your listing lately, here’s a step-by-step guide to getting your Google My Business off to a fresh start for 2021.
1. Let’s start with the basics – your business name.
Think a wrong phone number, inconsistent business name or incorrect opening hours don’t make a difference in buyers’ attitudes? Think again. A recent study found that a whopping 80% of consumers lose trust in a business with incorrect or inconsistent online data.
Make sure your business name is consistent with what you use elsewhere. This means down to matching “company” versus “co.” While they may seem small, these details factor into Google’s evaluation of your company’s legitimacy – and ultimately, your ranking.
And don’t be tempted to add search terms to the business name. Google considers that spam and can penalize your listing.
Have you claimed your business’ short name? Create a short name of 5-32 characters (tip: it can only be changed three times per year). A short link comes in handy when asking customers for a review; simply add “/review” at the end of your short name link.
2. Double-check phone numbers and addresses.
If you use a goal tracking phone number, opt for that as your primary business number to enable tracking. Otherwise, you’ll want to show your primary business phone number. With many key employees working remotely, your primary number may (at least temporarily) be a cell phone. Consider where you want incoming calls to be directed and use that as your primary listing. Note: Google also allows up to two secondary numbers as well.
You have a couple of options when it comes to the business address to use. If you have a physical office address, use it. Just be sure it is consistent with the one shown on your website’s home page. No brick and mortar address? Use the area, city or regions where you build instead. Or do both, showing your office location and the neighborhoods or cities in which you are building.
3. Make it easy for customers to reach you.
More than half of a recent survey’s respondents (51%) said listing incorrect business hours damages their trust in a business. With COVID-19 bringing changes to many workplaces, it is possible that your office opening hours may need updating. While you are checking those, also use Google’s “special hour” option to preset holiday closings or other special times for the entire year at once.
Can buyers find you online? Be sure your Google My Business account shows the correct website listing. Tip: To track website traffic acquisition from your Google My Business account, follow Google’s steps to add a special code at the end of the link in your Google listing.
In the real estate world, many experts predict contactless home buying will continue long after the pandemic. Builders that make it easy to set appointments – whether virtual or in person – will be at a distinct competitive advantage. Use your Google My Business account strategically by enabling the appointment and messaging links. You can point customers to a contact us page on your website to make appointments, or add a “book alone” button using a scheduling provider approved by Google.
And, in the “messaging” tab in the Google My Business dashboard, install a messaging app that enables customers to message you directly from their mobile device. While you are in the dashboard, set up alerts for any incoming messages by checking “customer messages.”
4. Tell buyers more about your company.
A business category on your Google My Business listing is critical to your ranking in Google Maps. Google offers nearly 4,000 business categories to choose from. Google weighs the primary category heaviest in its algorithm, so choose a category that is most closely related to what your business does. You can add up to 10 secondary categories to your listing, but don’t overdo it. Choose only categories that are truly relevant to your business.
A homebuilder, for example, might go with “Home Builder” for the primary listing, and then “Construction Company,” “Remodel Company” or “Pool Builder” for secondary categories. The idea is to be as specific as possible with your first listing. And, since Google updates its category list regularly, make a note to double-check it several times during the year.
5. Add services and update your description.
One of Google’s recent enhancements to Google My Business is the “add a service” feature. Here, you can list the services you provide, with prices and descriptions for each business category you have selected.
Google also recently encouraged businesses to use the “business description” section to share COVID-related business updates. If your listing already has an existing description, copy and save it for use again later. In the meantime, use this space to share any precautions you’ve undertaken, any changes to your business services or resources you are providing to the community.
6. Add products.
This is another new feature and, unlike service listings, “add products” allows you to add images, descriptions and links to a product. Homebuilders, for example, might list model homes, neighborhoods, unique materials your homes feature, or manufacturers or brands that you use.
7. Use photos to showcase your work.
There’s no question, photos are powerful marketing tools. 60% of consumers are more likely to consider a business when photos show up in a search.
If you haven’t added photos in a while, make a new year’s resolution to begin doing so regularly – about once every 1-2 weeks. That shows Google that you are actively maintaining your profile, which helps improve your ranking. Google’s photo guidelines can be helpful here too.
Videos also enhance your listing, but come with limitations on length and file size. Stick with videos under 100 MB in size.
8. Regularly create Google Posts.
How often are you sharing news, events or special offers in Google Posts? Make these another 2021 resolution. And since they only last 7 days, commit to a regular cadence of posts that contain both images and videos. Has COVID impacted your business? Posts are a great place to let customers know. You can quickly repurpose your Facebook and Instagram posts to use for Google. Simply choose a category and create a post.
9. Actively manage reviews.
Like images, reviews are a powerful component in your digital marketing strategy. In fact, they are the third most important factor influencing your listing in Google Maps.
Take a look at your current reviews. Are they dated or current – or altogether absent? Make 2021 the year to begin regular customer outreach for reviews.
Where to start? After every sale, send an email to your clients asking for a review using your Google shortlink. You can give them an example, but never incentivize a review. Responding to all reviews encourages others to submit reviews on your behalf.
Are you looking for new ways to elevate your brand’s visibility? We can help! Reach out to Barbara Wray at (512) 632-1025 or barbara@wickmarketing.com.
