With the ever changing landscape of the search engine results page (SERP), it’s not unusual for people to wonder which elements of the SERP they should be targeting.
Is it more valuable to appear in the knowledge panel, answer box, organic results, map results or should you just pay for Google Ads and try appear above them all?
If you have a physical location for your business, that customers are able to visit during specific hours of the day or night, then a Google My Business page is essential for your business.
What Kind Of Businesses Need A Google My Business Page?
Having a Google My Business page allows you to try and appear in the map results when people search for your product or services. Map results used to only show if a location keyword was added in the search e.g. ‘plumber Perth’ as opposed to just ‘plumber’.
However, with the increased personalisation of search results based on location, IP address and other signals, map results are showing for search terms that don’t necessarily include a specific location.
If you have a Google My Business page, with your physical address noted and public, you are in with a chance of appearing not only in the organic search results for your website, but in the maps results for your Google My Business page. Double the coverage in one easy step!
Showcase Your Business
A major benefit of having a Google My Business page is that it gives you the opportunity to showcase your business and its key information in a separate result that appears on the right hand side of the SERP. This usually only works if someone searching for your brand name.
An example shown here is for The Garden in Leederville. If you search for ‘The Garden Leederville’ on Google, the organic results appear and their Google My Business page appears alongside them. Here people can quickly find their address, website, phone number, directions, a description of what they are as well as see snippets of reviews from their customers. There is also the option to send this information directly to your phone at the click of a button.
Allow People To Find Your Business Information Quickly
All of this makes the user’s experience of finding information about a business super quick and simple. If this box didn’t appear, a user would need to click into a search result and possibly visit a few different pages to find their phone number or directions.
Having a Google My Business page makes it so much easier for your customers to find out key information that they need to know about you.
Google My Business allows anyone to hop online and review your business. As trust is not only an important metric for potential customers, but also a ranking factor for Google, the more 5 star reviews you can acquire, the more your business becomes credible and visible on Google.
Setting up a Google My Business page and asking your customers to review you can help you be seen as a credible and trustworthy business, not only by customers, but by Google as well.
It’s also important to respond to both positive and negative reviews left on your listing. This shows that you genuinely care about what people are saying about your business. Plus you’ll find that many potential customers will read through your responses.
So What’s The Verdict?
If you have a bricks and mortar business, get a Google My Business page. They’re easy to set up and manage yourself as well, so think twice before you hand over hundreds of dollars to someone to do it for you.
If you’re still unsure, think about the real estate space that you could be taking up on that all important SERP – if you want to have a chance at appearing not only in the organic listings, but the maps results as well as your own Google My Business box, why wouldn’t you?