1. Introduction to GMB
Google My Business is a Google tool that allows local establishments to manage their online presence, specifically when it comes to Google searches (right-hand sidebar) and on Google Maps.
Partoo enables you to easily verify and edit information relating to your establishment via a central interface. According to Google, establishments that have their information verified on Google My Business are twice as likely to be considered reliable by consumers.
2. Understanding the different types of SEO when performing a local search
In the case of a local search, i.e. one that takes the geographical aspect into account, the results are influenced by various factors:
The SEO of your Google My Business page – this is determined by the quality of your information on GMB and your company’s reputation (via customer reviews) → click here to learn how to manage your reviews
Paid referencing (Google AdWords) or SEA – this allows you to be very well positioned but sometimes less appealing to Internet users who like to avoid ads indicated by the ‘Ad’ label (such ads account for 20% of clicks on the page at best)
Natural referencing or SEO – this is influenced both by factors internal to your website (optimization, tags, etc.) and external factors (backlinks, data standardization, GMB, etc.) → learn more about the impact Partoo could have on your SEO
3. Google My Business listings vs the Local Pack:
Note that your Google My Business listing will not necessarily appear on the right-hand side in Google when you perform a search online. There are three potential situations that might arise:
The search is specific and your Google My Business listing is very well referenced: it appears on the right-hand side, as shown in the example below when you type ‘Burger King Paris La Boétie’.
The search is specific, but there is a competition or several options: your listing is in the 3 results of the local pack ‘Local Pack’, the order of which will depend on your SEO, as shown in the example on the left-hand side of the ‘Burger King Paris’ search.
The search is too broad and your listing is not very well referenced: it does not appear in the ‘Local Pack’ results on Google and the Internet user can only access it by clicking on ‘View All’ to access Google Maps.
Note that once your listing appears, Internet users may be more or less inclined to visit your establishment! Establishments that add photos to their listings, for example, get 42% more route requests on Google Maps and 35% more clicks to their website than those that don't. Partoo makes it easy to boost the appeal of your GMB listings!
4. Google My Business on mobile:
Note that a complete and verified Google My Business page will have an even greater impact when it comes to mobile searches, which account for more than one in every two searches!
Google My Business pages are, in fact, responsively designed and mobile-friendly, meaning that they will fill the screen when performing a search on a smartphone. Try it yourself by typing ‘Burger King Paris La Boétie’ into the Google search bar on your mobile. See?