Local Marketing with Google My Business

Learning Objectives

• Set up and optimise a Google My Business profile for maximum local visibility
• Implement strategies for gathering and managing customer reviews effectively
• Maintain consistent business information across all online platforms
• Use local SEO techniques to attract nearby customers

Introduction

Local marketing through Google My Business can transform how nearby customers find your business. When someone searches for services in your area, a well-optimised Google My Business profile helps you appear in those crucial local search results and Google Maps listings. This chapter covers the practical steps to set up, optimise, and maintain your profile to attract more local customers.

Lessons

Setting Up Your Google My Business Profile

Your Google My Business profile acts as your digital shopfront. Here's how to create one that works:

Step 1: Go to business.google.com and sign in with your Google account. If you don't have one, create it first.

Step 2: Click "Add your business" and enter your business name exactly as it appears on your shopfront or letterhead.

Step 3: Add your complete business address. Double-check spelling and postcode accuracy – mistakes here confuse both Google and customers.

Step 4: Choose your business category from Google's suggestions. Pick the most specific option that matches what you do.

Step 5: Add your phone number and website URL. Use your main business number, not a personal mobile.

Step 6: Verify your business. Google will send a postcard with a verification code to your business address. This usually takes 5-7 days.

Step 7: While waiting for verification, add your opening hours, business description, and photos.

Optimising Your Profile for Better Visibility

A basic profile won't cut it. Here's how to make yours stand out:

Add high-quality photos regularly. Upload images of your shopfront, team, products, or work examples. Fresh photos signal to Google that your business is active.

Write a compelling business description. Use 750 characters to explain what you do, who you serve, and what makes you different. Include relevant keywords naturally.

Keep your opening hours accurate. Update these immediately when they change, especially for holidays or special events.

Add your services or products. Use Google's services feature to list what you offer. This helps you appear for more specific searches.

Post regular updates. Share news, offers, or events through Google Posts. These appear in your profile and show you're actively running your business.

Managing Reviews and Customer Interaction

Reviews directly impact your local search rankings and customer trust. Here's how to handle them:

Ask satisfied customers for reviews. The best time is right after completing good work or when customers express satisfaction.

Respond to all reviews quickly. Thank positive reviewers and address concerns in negative reviews professionally. This shows potential customers you care about service quality.

Don't panic about negative reviews. A few critical reviews among many positive ones can actually increase trust. Focus on learning from feedback and improving your service.

Never buy fake reviews. Google can detect these and will penalise your profile. Authentic reviews from real customers always work better long-term.

Maintaining Consistency Across Platforms

Your business information must match everywhere online. This is called NAP consistency – Name, Address, Phone number.

Audit your current listings. Search for your business on Google, Bing, Facebook, Yelp, and industry directories. Note any inconsistencies.

Standardise your information. Choose one format for your business name, address, and phone number, then use it everywhere.

Update regularly. When you change opening hours, move location, or get a new phone number, update every platform where you're listed.

Monitor for duplicate listings. Sometimes multiple listings appear for the same business. Claim and merge duplicates through Google My Business.

Practice

Check your current Google My Business profile (or create one if you don't have it). Identify three improvements you can make this week based on the lessons above. Common areas needing attention include outdated photos, incomplete service listings, or inconsistent opening hours.

FAQs

How long before I see results from local SEO efforts?
Basic improvements like updated information and photos can improve visibility within days. Significant ranking improvements typically take 2-3 months of consistent effort.

Can I manage Google My Business from my phone?
Yes, the Google My Business app lets you respond to reviews, add photos, and post updates from anywhere.

What if my business operates from home?
You can create a service-area business profile instead of showing your home address. This works well for businesses that visit customers rather than having them visit you.

Do I need other tools besides Google My Business?
Google My Business is essential, but combining it with a well-optimised website and other local directory listings will improve your results.

Jargon Buster

Google My Business (GMB) – Free Google tool for managing how your business appears in search results and Google Maps

Local SEO – Techniques for improving visibility in location-based searches

NAP Consistency – Keeping your business Name, Address, and Phone number identical across all online platforms

Service Area Business – A Google My Business profile type for businesses that serve customers at their location rather than having a physical shop

Wrap-up

Your Google My Business profile is often the first thing potential customers see when searching locally. Regular maintenance, consistent information, and active engagement with reviews will improve both your search visibility and customer trust. Start with the basics – accurate information and good photos – then build from there with regular posts and review management.

Ready to take your local marketing further? Join Pixelhaze Academy for more advanced SEO strategies and ongoing support.