Successful marketing strategies depend on choosing the right “tools” and knowing how to use them.

Google My Business is one of the most effective tools for local businesses.

Let me ask you two quick questions first:

Google My Business: What is it?

Businesses can manage their online presence, Google search, and Google Maps with Google My Business (GMB), a free, easy-to-use tool.

You will often see the Google Maps business “board” when searching for a business name, a card that contains important customers who want to know about the local businesses that appear first.

If you are using a mobile device, it will often appear before organic results.

As soon as you are off the computer again, it will appear next to the organic and advertised search results.

This info card displays tons of valuable information that customers will want to know, including:

  • Company name
  • Type of business
  • Address
  • Opening hours
  • Phone number
  • Link to the site
  • Pictures
  • Connect to Google Maps
  • Critics
  • Overall star rating
  • Popular times to visit
  • Related searches
  • And more

You can learn a lot about a business at a glance and decide whether or not to visit it.

Here’s the most valuable tool that gives you: the ability to provide customers with enough information about your business, so they can decide if they want to do business with you or not.

Google My Business: Why should you care?

Google My Business offers three benefits:

1. Improved search visibility
2. Improved shopping experience for customers
3. An increase in traffic to your website and social media pages

An optimized GMB page helps Google better understand your business: who you are, what you offer and where you are (so they can crawl more of your site).

More types of searches may be shown in the GMB list if Google knows more about your business.

Most of the time, when people type in your business name, it displays your information along with your website links (if you haven’t tried it, add your site to the search).

However, when Google knows more about what you do and how you market, it can help match other types of search queries. Google’s 3-Pack is the most valuable of these.

Can we finally talk about these five tips? Of course.

 Add your business information and a description

I hope you have at least updated your business name, address, phone number, opening hours, and business category if you own a local business.

Have you ever looked for a local business on a map, driven there, only to discover it was closed? Yes, me too!

What would you think about this business if that happened? At the very least, you would feel guilty about it.

It is expected that they will turn to their competitor.
Maybe, if you have a strong sense of justice, you would call them to let them know you were there, leave, and then go somewhere else to serve.

The next time, you should cross-check all the seemingly boring information on your Google My Business page with that on your website. Ensure that your business data is consistent.

There is no tip here, this is exactly what everyone should already be doing.

1. Your business description can now be added

The Google My Business Category list was previously the best way to keep Google and users informed about your business. Over 2,300 categories are available.

If you are running a niche business, this may not be enough information.

My friend owns a local shoe, pants, and e-commerce boutique. There are products for parents and their children, including cloth diapers, cloth diaper accessories, as well as high-quality baby products. A problem arose when he filled out the GMB information: there was no category for products like cloth diapers.

Baby stores are closest, but still not in the right category.

When you cannot clearly communicate to buyers who you exactly are and what you are selling, it is especially difficult.

The descriptions solved the problem. With Google, you can now describe your products, services, value, or anything else you want to convey to your audience in 750 characters (* 250 characters before the “Read More” separator).

With a description between 730 and 750 characters, you should fully utilize each character. With each sentence, phrase, word, or character you give the buyer more information about your business.

Additionally, descriptions improve Google search rankings.

You can tell Google who your customers are in the same way that you are able to communicate who your customers are so they can rank you higher in searches.

If you have not yet added a business description, you may want to do so now.


  1. Upload more images of better quality

Businesses with photos receive 42% more requests for directions to their site from Google users and 35% more clicks to their site than businesses without photos.

Take as an example that you want to buy some jewelry from a local jeweler. A jeweler’s GMB listing only displays their showcase, logo, and Google Street View. How likely is it that you will get there just by seeing these photos?

On the other hand if you could see pictures of their showroom, products and photos of sellers you may come across, it would give you more confidence to get there, right?

If you sell products, show them in the GMB listing.

Take indoor photos of your office / showroom. Also use exterior photos of your building so buyers know which building is yours. Upload your team photos so people know who they will be looking for when they visit you. Make your space and staff look familiar to your customers.

If you have a restaurant, ask users to tag you in photos on Instagram and Facebook. Why not at GMB?

Customers who have had a pleasant shopping experience from companies, often become “fans” of these brands. So give them such an experience and it is very likely that they will promote your brand and advertise you for free. This will happen by adding photos to the GMB page, tagging your business on social media, leaving positive reviews and much more.

If you have users who share photos, do not forget to separate these photos, sorting them by the name “Images from Customers”.

You may also find images that you need to remove:

  • Images that were posted by mistake and have nothing to do with the business 
  • Poor quality images that you do not want to represent the business 
  • Images that may be offensive or should remain private


  1. Respond to all reviews

The reviews on your GMB page can be crucial to whether or not a buyer will choose your brand. Just look at some of these consumer reviews statistics:

  • 97% of consumers searched local businesses online in 2017
  • 85% of consumers trust online reviews as well as personal recommendations
  • Positive reviews make 73% of consumers trust a local business more
  • 68% of consumers left a review on a business when asked
  • 30% of consumers say they have judged a business based on their responses to reviews

When people decide on a purchase they always look at the opinions of others about the products they are planning to buy. We all do it and we do it often. We want to learn from the experiences of those who bought before us.

Always respond to your reviews based on these. Positive reviews give a positive picture of your business.

But what do you do about the inevitable 1 star rating and negative reviews? Often, companies avoid answering, hoping that they will remain unseen or at worst, end up in a public speech contest behind a screen. This is not healthy for anyone. Certainly not for the other potential customers.


  1. Use public posts to promote events, promotions and original content

In June 2017, Google introduced Google Posts for Business. Before Google Posts, if you wanted to share content, you had to do it on your site or social media. Now, though, you can display Google search content and maps in your business info panel.

The type of content I am referring to is:

  • Blog articles
  • Company news
  • eBooks
  • Upcoming events
  • Special offers
  • Promotion of products

Really, you can post what you want buyers to know about your brand, products and services.

If you’re not already convinced of the impact that Google Posts can have on your audience, see this excerpt from Google:

“70% of people look at a lot of companies before making a final choice. With posts, you can share timely, relevant updates directly on Google Search and Maps to help your business stand out from potential customers. By adding custom invitations directly to your business listing, you can choose how to connect with your customers.


  1. Upload video

There is no better way to attract, interact and communicate with your customers than using video.

It is no longer something brand-new in marketing. It is a powerful weapon for any business, necessary for its development. If you have already shared some marketing videos, why not upload one on your page, Google My Business.

In January 2018, the ability to upload videos was added to GMB pages. So it is still relatively undeveloped. Which means it’s about to be the most delusional time of the year, as well.

There are two ways to view your video with Google My Business:

  • Upload photos (after clicking the “upload” button, it will ask you if you want to upload photos or videos)
  • Publish the videos as a post

One problem I have noticed with posting videos this way is that they do not always make it to the top of the page (which I think they should). Also, sometimes the image is “hidden” in the photo album (unless you click on it). Fortunately, as you scroll through GMB photos of a business, the videos will automatically catch your eye.

The maximum duration of a video should not exceed 30 seconds, but I have seen clients upload videos up to 90 seconds without any problems.

Post videos as posts

There is another way to promote your videos through GMB without “hiding” them between the images. You can upload a video as a post. You can even upload a video in the form of a Google post and watch it directly on your GMB card.

So quickly get some of the videos you already have and upload them to the GMB page. It only takes a few minutes and can be the deciding factor in whether the buyer chooses you or your competitor.




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