Marketing companies and small business owners themselves, continue to realize that as soon as they get comfortable with a direction or strategy, the virtual ground below them shifts. Nowhere is this more apparent in Search Engine Results Pages (SERP) than with Google My Business (GMB). Watching this trend develop has been fascinating to an internet marketing nerd like myself.
Over a few short years, SERP has changed from:
Sponsored Ads & Organic Listings…to Sponsored Ads, Map Pack 7, & Organic Listings….to Sponsored Ads, GMB 3 Pack, Directories Galore, & Organic Listings
And the change continues…
Google My Business pages now stand out when anyone searches your company name, but also appear at the top of the page for more broadly based search queries. Searching for just about any small business in general terms, say “pool supply store” or “best pool supply store near me”, and you’ll see the 3-pack of Google My Business page links atop all other results.
The value of this position is huge and is also measurable within GMB’s own set of analytics, showing calls, clicks, direction requests, post and Q&A interactions and more. Internet marketing professionals agree, an SMB paying no mind to their GMB page is making a huge mistake.
Like all things Google, learning exactly how to maximize and make your GMB page stand out remains somewhat of a mystery. In trying to crack the code, I have found that following a simple premise seems to consistently pay off wherever Google is concerned….. use logic. Look at your page itself. Is it complete? Have you added all of the elements which Google has enabled? Simple things like correct NAP info (name, address, phone) are obvious, but have you taken them up on some of the additional options, all of which enhance your listing and answer the central question for the consumer: Is this company the best choice for me?
Thinking through how someone answers that question for themselves and you’ll realize a modern truth, the consumer has all the power, not the business or the advertiser.
Google’s quest seems clear. They want to continue being both a verb and a noun. They want there to be no question as to where one goes to get information of any kind. Your small business can use this simple yet powerful premise to shape all future decisions concerning internet marketing.
Does my listing properly demonstrate who we are?Does it showcase what we do? What type of vibe does it give off?
Another clue you can glean from the folks in Mou