Category: Listings Management

Google Seeks to Monetize Google My Business

Posted on by Mindstream Media Group

Google My Business (GMB), as it stands today, is a free product Google offers to local businesses to help manage their presence online. Through GMB, businesses can ensure their location information is accurate, provide a way for users to contact the business and showcase key information about the location, such as what the outside of the building looks like and if it is handicapped accessible. Small business owners and marketing agencies alike rely on GMB as a useful tool to ensure location information is accurate online.

At its core, GMB exists to enhance the user experience by keeping location information accurate for Google users. However, over the past few years Google has consistently evolved GMB to include a multitude of additional features that go beyond basic location information. For instance, in early 2016, Google rolled out Google Posts through GMB. This feature allows businesses to publish a Post within the Google search results, therefore allowing the business to directly speak to users via the free GMB platform. In addition to Posts, Google has developed ways for users to text the business (Messaging), created an FAQ feature (Q&A) and provided more insights into listing activity (search queries vs. views vs. actions).

Source:  Google

In addition to the list of free features Google has added to the GMB platform, they’ve also played with the idea of paid ads and paid listings. The first feature that sparked the idea of monetizing GMB was in 2013 when Google introduced local ads to Google Maps. More recently in 2018, Google launched Local Service Ads, which allows businesses in the home service industry to pay for a Google Guaranteed listing after going through background and license checks. Paying for a Local Service Ad shows users that you have been checked by Google and places a badge on your listing.

Fast-forward to this year; Google is launching The Google Guarantee. Similar to Local Service Ads, Google Guaranteed listings will receive a badge after passing a Google screening and qualification process. The upgraded listing will cost $50 per location per month ($600 annually). There has not been any information from Google on bulk pricing. It is unknown at this time if additional features will be added to listings with the Google Guarantee badge. The goal of the Google Guarantee is to instill trust and confidence in the businesses who take the time to go through the approval process.

Source:  Google

In terms of performance, it is unclear if having the badge boosts CTR or listing engagement as there is no public data available at this time, although it can be assumed that businesses with more trust receive more clicks and higher engagement rates. It is because of this assumption Mindstream Media Group is excited to test and learn more about Google’s latest paid feature.

As experts in the local space, we’re constantly looking for new ways to make our clients stand out from their competition, and Google Guarantee is an innovative way to do just that. Oftentimes businesses don’t put as much effort into local SEO as other channels and don’t explore the various features (free or paid) that GMB has to offer. If you’re interested in learning more about the Google Guarantee or GMB, reach out to connect with our team.

Which Features in Google My Business Impact Ranking?

Posted on by Malcolm Groves

Business owners that are utilizing Google My Business profiles have a variety of features on the platform to display their business’s information. These features continue to evolve over time on Google, but do these features impact business listing ranking in search results? Over the last few years, the Sterling Sky Agency has been conducting studies to help answer which features impact rankings in Google’s search results.

Business Name Keywords

In 2018, Sterling Sky Agency owner, Joy Hawkins, tested the impact of keywords within business names on Google My Business by adding and removing the words “Salad Bar” into the business name of a restaurant that did not actually offer a salad bar. The study reflected a large increase in visibility on Google when the keywords were included in the business name.

While an increase in rank might be appealing to business owners, including keywords in the business name of listings on Google is prohibited. Including keywords could result in Google suspending the listing, and business owners can report competitor listings that may be using this tactic to improve ranking. Instead of placing keywords in the business name, they should be used within the description of the business. Accurate categories should be selected as well.

Source:  Sterling Sky

Listing Categories

In January 2019, Darren Shaw conducted a study to see if visibility on Google would fluctuate if unrelated business categories were added to the listing, by adding random categories to a listing for Whitespark. He found that including unrelated categories had a negative impact; business owners should make sure that listings include only relevant categories. Additionally, it was found that adding related additional categories to a listing would not have a negative impact and could potentially increase ranking.

Reviews

When Google began removing reviews from anonymous profiles in May of 2018, Joy Hawkins used it as an opportunity to find out if the number of reviews on a Google listing impacts ranking. During the case study, she studied the position of several dentist listings in New York City that had fewer reviews being displayed because of Google’s removal of anonymous profile reviews. While reviewing visibility over several weeks, Joy determined that fewer reviews on the dentist listings caused a decrease in ranking. Therefore, Joy concluded that the number of reviews on a Google listing does, in fact, impact ranking.

Website URL

A similar study was conducted in March 2020 to determine how the URL on business listings influences rank on Google’s search results. This test consisted of changing the URL on the listing of a New York City law firm from the business homepage to one of their specific law category pages within their website, the bus accident page. After making this change, the test showed that directing users to the bus accident page, and not their overall business landing page, did have a significant impact and caused an increase in ranking results.

Because the content on the specific URL you link to is important and impacts ranking in the local results, we typically recommend that multi-location businesses use the location’s landing page on the business website to help with local rankings.

Services

While the above studies have highlighted the Google My Business features that do impact ranking performance, tests have determined that the Services field of the business profile does not. Both the usage of pre-defined services and custom services were included in the study. During the test of the pre-defined services, keywords used as services were added and removed, but there were no noticeable increases. The test of the custom services field resulted in a slight change, but there was not enough evidence to suggest that rankings were impacted by services within Google My Business.

Source:  Google My Business

Key Takeaways

Even though these experiments show that not all features offered in Google My Business impact ranking results, it is still important to make sure your Google profile is complete. Profile completeness not only impacts ranking, but ensures that essential information is readily available for customers, creating a better user experience that increases engagement. As many Google features continue to evolve, we will provide insight on these updates and how they will impact business listings.

 

How to Rev Up Your Local Listings for the Business Resurgence

Posted on by Mindstream Media Group

Many sites publish local business data, but only a handful are vital to local presence management. Although citation consistency across these sites is important, its impact on visibility has decreased in recent years. Google, Yelp, Facebook, Bing and Apple are the heavy hitters combined with industry-specific vertical leaders; however, Google reigns supreme when it comes to local search visibility. Google My Business (GMB) is the single most important factor influencing local search ranking.

Considering that 91 percent of consumers turn to local search to find information about businesses near them, a fully optimized GMB profile is critical. Not only does a GMB listing increase the chances of your business appearing in search and maps results, but it can also appear in the Knowledge Panel displaying rich business details when a user searches by business name.

GMB is in a constant state of evolution that has accelerated even more due to the coronavirus pandemic. What was once a method for distributing a static local listing within the marketplace is now becoming increasingly engaging and transactional. Having a robust GMB profile will help your business be found and communicate accurate information to consumers during the pandemic and beyond. A partner like Mindstream Media Group can help multi-location brands manage local listings at scale with ease.

Critical Local Listing Updates During the Crisis

GMB has played a crucial role in helping businesses keep their customers informed of changes to their business as a result of the coronavirus pandemic. During the crisis, Google slightly relaxed their guidelines for listings, temporarily allowing unique services like virtual visits, appointment only, drive-thru or curbside pickup to be added to business names. As the pandemic subsides and operations begin to return to normal, businesses will need to revert back and adhere to standard name guidelines.

Businesses have also used GMB to communicate temporary closures, altered hours and other changes to operations. Updated business descriptions help inform consumers of additional or specific products or services being provided, changes to the purchase or return process, modifications to cancellation policies, any expected delays, etc.

Google also launched COVID Posts designed for announcements related to COVID-19. These posts appear at the top of the business profile in local search results and remain visible for 14 days (or more). Every business, regardless of category, has the option to add these posts to note things like updated hours of operation and closures, changes to regular service, safety precautions and hygiene practices and stock announcements for the availability of high demand products.

Stuck in COVID-19 Limbo

It seems we’re stuck in limbo with some areas of the country following a phased reopening process, others completely open and some facing a resurgence of coronavirus cases. This makes it even more difficult for multi-location businesses to provide accurate information to consumers as states, and even individual counties within them, reopen (and in some cases reinstate restrictions) at a different pace. Lockdowns and stay-at-home orders are no longer uniform. Businesses must communicate clearly and provide thorough, up-to-date location reopening information to customers. We’re helping our clients maintain fully optimized GMB profiles to keep customers informed and enhance their visibility in local search results.

How to Optimize Your GMB Profile for Reopening

  • Provide all requested profile data, paying special attention to hours of operation. Be sure to include a thorough business description, list all products and services you offer and include pricing information, if possible.
  • Use categories and attributes. The business category determines which attributes will be available for your profile. There are two types of attributes: factual (like payment options) and subjective (like whether your business is popular with locals). Subjective attributes are based on feedback from Google customers that have visited your business.
  • Customers want to know what the physical experience of interacting with your business will be like in the “new normal.” Clearly communicate what they can expect. Continue to share information on the actions you are taking to address safety concerns to keep customers and employees safe. For example, if you offer curbside service explain how the process works. If your business is enacting social distancing protocols, limiting capacity, modifying traffic flow, requiring masks, etc. include this information in your profile.
  • Include a cover photo and secure a short name. The short name allows customers to find your listing easily and can be used to drive traffic to your GMB profile. Also include photos and videos to show how your business is accommodating changes in regulations and what customers can expect when they visit your business.
  • Replace special COVID Posts with regular Posts to share messages directly on the search engine results page. Posts appear for seven days and are an easy way to drive e-commerce or share offers, products, news and events. Historically, API support has not been available to help businesses with more than 10 locations manage updates. However, it is currently available on a temporary basis and is expected to eventually become standard.
  • Monitor reviews. Although temporarily disabled at the height of the pandemic, reviews have started to reappear on listings. Don’t ignore them! Google is the single most important local review site and review signals are the third most significant local ranking factor. Reviews will become even more impactful during reopening as customers seek validation that a business is safe to visit and is fulfilling their consumer promises. Be sure to respond to reviews – both good and bad – in a timely manner.
  • The Q&A section is another important area that is often neglected by businesses. As a result, the majority of questions are answered by Local Guides, which can lead to inaccurate responses. This section provides an opportunity to proactively provide information by seeding questions, similar to an FAQ.
  • Leverage Google’s expanded transactional tools for booking, food ordering, quote requests and messaging to maximize additional commerce opportunities.

Keeping location information updated is important under normal circumstances and even more imperative as your business rebounds in the long-awaited comeback. Complete, accurate local listings are a must. However, for multi-location marketers, managing local listings at scale can be a challenge. A partner like Mindstream Media Group can ensure local listings are given the attention they need as part of your omni-channel media strategy.

 

How to Optimize Local Listings for the COVID-19 Rebound

Posted on by Mindstream Media Group

During coronavirus quarantine, sites like Google, Facebook and Yelp became lifelines for users looking for business information. As many businesses begin to reopen and the world starts to adapt to a new normal, it is important to ensure that your location information is being updated on prominent sites where consumers are searching for local business information. We’re working closely with our multi-location brands to ensure individual location information is up to date across these critical platforms. Click here for a handy downloadable checklist to keep track of your update progress.

 

Update Google My Business Listing Information

  • Remove temporarily closed status
  • Remove “Temporarily Closed” from Business Name, if applicable
  • Ensure accurate Hours, Phone Number and Website
  • Add Appointment and/or Order Online URL, if applicable
  • Ensure Attributes are updated
  • Update your website location page, if applicable

Google Posts and Events for Communication

  • Let customers know a date your location will open
  • Advertise current promotions
  • Make customers aware of the precautions your business is taking

Additional Items

  • Update Google Q&A – This section is a great way to keep your customers informed with anticipated questions, and/or repeat questions you get, such as: What precautions is your business taking? Do I have to wear a mask? Do you have special hours?, etc.
  • Review Management – Continue monitoring and responding to reviews.

 

Update Facebook Profile Information

  • Remove temporary closed status
  • Ensure accurate Hours, Phone Number and Website
  • Use Posts and Events to notify consumers of reopening, updated hours, etc.
  • Utilize Facebook ads to promote your business

Update Yelp Profile Information

  • Remove temporary closed status
  • Ensure accurate Hours, Phone Number and Website
  • Add Appointment URL, if applicable
  • Apply new “Virtual Service Offerings” attribute, if applicable
  • Share updates via Customized Banners and Yelp Connect
  • Advertise current promotions
  • Update Business Highlights – Yelp has recently introduced new highlights that allow businesses to showcase availability and offerings during COVID-19.

For multi-location marketers, keeping location information for hundreds or even thousands of locations up to date can be tricky. Do you find yourself having to update information on several different sites and think, “there has to be a better way”? Need help with Review Management or Facebook advertising? Mindstream Media Group has several solutions to help with listings management, review management and digital advertising (paid search, social or display). Contact us today for more information!

Google My Business Expected to Become More Powerful for SMBs Post-COVID-19

Posted on by Mindstream Media Group

During the COVID-19 crisis, many local businesses have turned to Google My Business (GMB) to keep their customers informed of business updates related to the pandemic (updated hours of operation, temporary closings, etc.). Keeping location information on Google updated is important under normal circumstances, but it is even more important to keep relevant business information updated during a pandemic. As users adapt to a new normal of social distancing, it’s imperative that businesses ensure their location information is up to date to keep customers informed and safe.

Engagement and Search Query Shifts

It is no surprise that engagement and search queries have shifted on Google My Business over the past couple of months as many businesses have had to drastically change how they operate. Instead of users searching “What are your hours?” users are searching “Are you open while we shelter in place?” Driving direction requests are down 60 percent across all verticals while website clicks and phone calls are starting to increase.

The COVID-19 impact on Google reviews is still a mystery at this point. In March, Google announced they would be temporarily disabling reviews (leaving a new review, responding to reviews). However, over the past few weeks reviews have started to trickle back onto listings. Turning reviews back on signifies that GMB functionality is returning to normal, meaning businesses and marketers will need to once again monitor reviews on Google.

As online behavior shifts, so should local businesses. In addition to keeping location information on Google up to date, consider updating your website and social media channels with relevant business information and updates.

GMB More Powerful Post-Pandemic

As businesses begin to reopen and customers start to venture out of quarantine, users will turn to Google My Business for quick and accurate location information. According to a study by BrightLocal, 68 percent of local marketing experts said GMB was more important now than it was a year ago. Businesses should be prepared to use GMB as a tool to communicate reopening information to customers.

One feature of the GMB tool kit expected to thrive post-pandemic is Google Posts. Google Posts allow businesses to more easily communicate with customers by publishing information in the search results. Due to the ease of use and ability to quickly communicate, Google Posts will likely gain wider adoption among GMB users after the pandemic.

Google My Business is anticipating the reopening of businesses and evolving their digital tool kit in response. To tighten up integration of online ordering, Google acquired TheOrdering.app and Pointy, both online ordering systems. Additionally, Google may roll out new tools in the pipeline earlier than expected.

Google My Business has always been a valuable tool for businesses to publish their location information for customers. Over the past few years, it has evolved into a local marketing platform that allows businesses to directly communicate with customers through Google Posts, manage reviews, purchase local advertisements, etc. Over the next few months, we will continue to see the GMB platform evolve as customers progress towards normalcy post-COVID-19.