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How to improve your local SEO with Google My Business

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Steve Pailthorpe   -   12/04/2022
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There are lots of ways to get more from your local SEO but one of the most effective is Google My Business. Now called Google Business Profile, this is where you come to manage all the information that Google has about your business and the way that it will appear in local search results. It is also the biggest driver of local SEO success and even ranks above reviews in terms of effectiveness. So, how can you better use Google Business Profile to improve the results you see where local SEO is concerned.

Get set up on Google My Business

The first step is to create an account for your business and claim your business. You’ll then receive a postcard (in the post) at the address you provide so that you can verify you’re the owner of the business. Once the verification process is complete you’ll be able to input all the data you want to show on your listing and also get access to insights that will show you how your listing is performing.

Simple ways to optimise your profile

Once you’re set up on Google My Business there are some simple ways that you can optimise your profile to ensure it’s as effective as possible:

  • Use the actual name of your business when claiming the listing.
  • Make sure all the basic information (opening hours etc) is correct.
  • Review the photos that you use – are these well-suited and appropriate or could you do better?
  • Respond when customers leave reviews. Make sure you’re monitoring reviews so that you can pick up on the positives and respond to any disgruntled customers.
  • Keep your profile up to date. This is probably the most important optimisation point – if your profile is out of date then it’s almost useless.
  • Make sure that your Google My Business profile is aligned with what’s on your website.

Google Business Profile ranking factors – what you need to know

There are 3 key factors that are used by Google when it comes to ranking for local SEO: distance, relevance and prominence.

  • Distance. Proximity is probably the most obvious factor – your business isn’t likely to rank highly for a local search in London if you’re based in Manchester. The closer you are geographically to the search, the more likely you are to rank for it.
  • Prominence. This is comprised of the activity that surrounds your listing. So, that could be the volume of local content or the number of reviews that your listing has. Inactive profiles that don’t have a lot of activity aren’t likely to perform well.
  • Relevance. Your local SEO will do well if Google can see that your business fits with the search intent of the customer. It’s very important to be clear about what you’re offering so that Google can make the connection between what the user wants and what you do/sell.

Google My Business is a great way to improve your local SEO and reach more ideal customers in your local area. These are some of the simplest options for optimising your profile and boosting your ranking chances. To find out how Iconic Digital can help you with your local SEO, get in touch today and call us on 020 7100 0726. Find out more about our Search Engine Optimisation Agency in London.