To compete in the race to the top of SERPs you need to make sure your target audience can find your content. Five essential tips for SEO content creation.
The post Content creation guide: How to effectively think of SEO at every stage appeared first on Search Engine Watch.
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Content, SEO, content, Content Creation, content editing, content optimization, content strategy, evergreen content, guest blogging, long-tail keywords, SEO Content, Strategy
Author: SEO Manager
How to manage a high-performing content marketing team –
Kevin Payne shows you the exact steps and tips to build and manage your own high-performing content marketing team.
The post How to manage a high-performing content marketing team appeared first on Search Engine Watch.
Source: Read More
Industry, content, Content marketing, content performance, Strategy
Eight great tips for internal site search optimization –
Discover eight great tips for internal site search optimization. Boost revenue and conversions by simply optimizing for your existing organic traffic.
The post Eight great tips for internal site search optimization appeared first on Search Engine Watch.
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SEO, conversion rate optimization (CRO), Google, Google Analytics, Google Data Studio, internal site search, search marketing, SERPs
How to Create & Verify Your Google My Business Account
Your free Google business listing (known as your Business Profile) can do more than you think. When properly optimized, it showcases your best features and makes it easy for consumers to discover, learn about, and contact your business. But in order to properly optimize your Business Profile, you need access to it, and in order to access it, you need to verify with Google that you are the rightful owner.
While it seems as though it should be as simple as “step one create, step two claim, and step three verify,” the process is neither that simple nor that linear—which, if you’re reading this post, you have already figured out. That’s because it requires three different Google accounts and two different Google platforms, all of which have very similar names. Talk about a brain bender.
So, in this post, I’m going to first iron out for you exactly what’s what in Google, and then give you a clear-cut roadmap to creating a Google My Business account and using it to claim and verify your Business Profile on Google.
Why create a Google My Business account?
Your Google My Business account makes it easy for consumers to discover, learn about, and contact your business online. These are the core benefits of a Google My Business account, and if that’s not enough to convince you, consider the disadvantages of not having one.
You risk losing customers. Without a Google My Business account, you don’t have control over the information displayed in your Business Profile, and according to a BrightLocal study, 68% of consumers would stop using a local business after finding incorrect information online.
You risk a poor reputation. Without a Google My Business account, you cannot respond to your Google reviews. And with reviews being both a Google ranking factor and the number one influence on consumer buying, being able to manage them is a must.
You lose out to competitors. An empty or bare-bones Business Profile is akin to having an unkept storefront. If you don’t take care of your business, how can consumers trust that you’ll take care of them? They’ll be much more likely to click on and engage with a Business Profile in the search results that has lots of attractive information and looks lively.
You lose SERP real estate. Google ranks Business Profiles according to their quality, and a Business Profile alone is not enough. A Google Business Profile managed through a Google Business account, however, can be optimized to rank above competitors for relevant keyword searches.
Which listing would you choose? The unclaimed one on the left or the one optimized by Google My Business account on the right?
What you need in order to claim and verify your business on Google
By now, it should be clear that creating a Google My Business account and verifying ownership of your business is crucial if you want to provide accurate information, respond to reviews, attract customers, and rank higher in local search.
As mentioned earlier, however, the process is not super simple. It involves two different Google platforms and three different Google accounts, all of which have similar names, and some of which you likely already have. So to get you off on clear footing, let’s first iron out the terminology.
Google Account: This is the free account you create with Google so you can have access to Google Docs, Google Drive, Google Photos, Gmail, and more. Many call it their “Gmail account,” but Gmail is just one of the features; you can actually use any email to set up a Google Account. In this post, I’ll use the term “standard Google Account“ to refer to this account type, just to avoid confusion. Most business owners already have two standard Google accounts—one they use for their personal life and one they use for their business.
Business Profile: This is your free business listing on Google that appears on Google Maps, the local results of Google Search, and the right-hand Knowledge Panel of Google Search.
An example of a Business Profile on Maps.
Google My Business account: This is the free account you create that gives you a dashboard to manage and enhance your Business Profile.
Your Google My Business dashboard.
How to verify your business on Google
Now that you have the proper terminology laid out, let’s put the pieces together to form a full picture of the process.
The goal is to gain full access to your Business Profile on Google.
The means by which you do this is your Google My Business account, which you sign up for using a standard Google Account.
The steps to complete the process are as follows:
Make sure you have a standard Google Account for your business.
Make sure you have a Business Profile.
Create a Google My Business account.
Request to claim your Business Profile.
Verify ownership of your business.
Now, with the groundwork laid out, you are armed and ready to successfully claim and verify your business on Google. The steps outlined below are written linearly, and in some cases, you’ll need to skip down a step. But I’d still encourage you to read them all carefully to avoid hitting roadblocks or creating duplicate accounts.
Step #1: Make sure you have a Google Account for your business
This is the standard Google Account we described in the terminology section above. If you already have one (make sure it’s not your personal-use Google Account), skip down to Step #2. If you don’t have a Google Account for your business, follow the steps below.
1. Go to accounts.google.com/signin.
2. Click “Create account.”
3. You’ll see a drop-down with two options. Choose “To manage my business.”
4, Supply the necessary information.
Step #2: Make sure you have a Business Profile
Your Business Profile is the official term for your Google business listing. As mentioned above, Google Business Profiles are separate from Google My Business accounts. A Business Profile can exist on its own, without Google My Business account. The problem with this is that the business owner has no control over the information in that Business Profile until they claim it, and this is done through Google My Business. Bottom line: You’ll want to make sure you have a Business Profile to claim once you’ve set up your Google My Business account.
If you know you’ve already created a Business Profile, skip down to Step #4. If you haven’t created one or are unsure, follow the steps below.
Note: Even if you didn’t create it, there’s a good chance your Business Profile already exists. This is because a Business Profile is simply a place on Google Maps, which any person or computer can add. So to check and see if you need to create a Business Profile, follow these steps:
1. Go to Google.com/maps.
2. Search your business name.
3. If your business name populates in the drop-down with an address next to it, this means your Business Profile already exists. Great! You can move on to Step #4.
If your business name does not populate with an address, select it and you’ll see something like this:
4. Select “Add a missing place,” and you’ll see a screen like this:
5. Provide the requested information. Notice that you’ll have the option to claim the business within that same window. Since you don’t have a Google My Business account yet, you’ll need to move on to Step #3. If you already have a Google My Business account, you can follow the prompts and you’ll end up at Step #5—look at you go!
Step #3: Sign up for a Google My Business account
The means by which you claim your Business Profile on Google is through a Google My Business account. Provided you have a standard Google account (see Step #1), here’s how to sign up for a Google My Business account.
1. Make sure you are logged into the standard Google Account for your business (and not the standard Google Account for your personal life).
2. Go to google.com/business.
3. Select “Manage now.”
4. Provide the basic information Google asks for, including.
Business name
Address
Website
Phone number
Delivery area (if applicable)
Category
Once you connect this account with your Business Profile (the final step of this post), additional fields will open up in your dashboard so you can provide even more information about your business. This information is the key to optimizing your business for local SEO and attracting more customers through your free listing.
Step #4: Request to claim your Business Profile
This is where we start putting the pieces together. Unfortunately, creating a Google My Business account (from Step #3) does not automatically connect it to your Business Profile (from Step #2). You need to tell Google to connect them, and you do this by verifying ownership of your business. To do this, start by locating your Business Profile on Google Maps or Google Search and requesting to claim it. You can do this one of two ways:
Claim request method #1:
1. Go to google.com and search for your business name and location. If your Business Profile appears on the right-hand side, find the “Own this business?” option and select it.
2. From there you’ll be taken to a screen that says “Manage this business so you can reply to reviews, update info, and more.”
3. Click “Manage now,” and follow the prompts to claim your business. Once again, make sure you’re logged in with the standard Google Account used for your business, and not for your personal life, referred to in Step #1.
Claim request method #2: Google Maps
1. Go to Google.com/maps.
2. Type in your business name.
3. Click on your Business Profile, which will expand.
4. You’ll then see an option to “Claim this business.”
Clicking on “Claim this business” will then overlay the same screen you saw in the first method, but this time right over the map.
4. Click “Manage now” and follow the prompts. Again, make sure you’re logged in with the Google Account you created for your business referred to in Step #1.
Step #6: Verify ownership of your business
This is the home stretch! If you need to grab a Gatorade or some orange slices, I’ll be right here when you get back.
When you click on “Manage now” as instructed in Step #5, you’ll be asked to provide information to prove you are the rightful owner of the business. Depending on the type of business you have, if you created the Business Profile and you’re logged into your Google My Business account, you might get validated on the spot. If you aren’t the one who created the Business Profile, Google will send you a verification code that you’ll enter into your Google Business dashboard. Depending on the circumstances of your account/security requirements of your industry, you may be given your verification code via regular mail, email, or text.
Once you receive the code and enter it into the box, you will have full ownership of your Business Profile on Google! You can now manage reviews, update information, add more attractive details, and optimize it for successful local marketing.
Take the time to verify your business on Google
Google is changing the way consumers find and engage with local businesses, so if you want to continue reaching your audience and attracting customers with your free Business Profile, be sure to follow the above steps. The process has different parts and pieces, but it doesn’t have to be quite so complicated with guides like this and options like doing it on mobile. Get started with creating, claiming, and verifying through Google My Business today so you can get the most out of this incredible and free tool available to you.
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Local Mapping the Local Essentials
I came across an interesting article on supporting your local ecosystems. I live in Princeton, New Jersey. I have been a believer of be local – buy local ! For me, supporting your local mom & pop stores is all about preserving your local economy. Sure, large box stores add some value, but in today’s world, Amazon has become the large box store next door and can practically deliver you the same day.
So, it makes sense to be local and support your local business. It is all about Local Search Engine Marketing.
Yes, let’s do Local Mapping the Local Essentials !
Here is the article posted by Miriam Ellis:
How should a business operate now? Where is there work to be done? Economists are making stark predictions about the future of small businesses in the US, but at the same time, I live in a town without a courier service established enough to meet the mushrooming demand for home delivery.
Frankly, it’s devastating reading headlines forecasting the permanent closure of 7.5 million American SMBs, but while absorbing these, I also spent six weeks shaking the Internet for bathroom tissue before locating some 1,400 miles away.
Point being: Where there’s need, fulfilment can be a public good, and where there’s upheaval, any possibility is worth considering. Necessities are emerging in bold relief on the map of each town and city. Demand must be met by determined small entrepreneurs to keep society functional.
If you have a strong desire to actively support communities in new ways, by either retooling your existing business or even launching a new one, the doors of opportunity are open:
Tools and exercises can help you assess local demand, with the goal of building a stable business based on serving the public exactly what it needs most. What I see emerging is a marketplace that’s essentials first, luxuries second. With a consumer public struggling to get its basic needs met, you want to own the business that grows, sells, or markets the dried beans if you can determine they’ll continue to be a must-have in all times and seasons. Let’s think this through together today.
Local Map Local Essentials
One of the hard lessons so many of us have learned from the past few months is that our local communities are neither prepared for disasters nor sufficiently self-sufficient to meet all basic needs.
Create a local map based on local needs. Once you’ve created your own map, answer these five questions:
1) Based on what I currently know, where in my community are the worst, ongoing local resource deficits? For example, in my community, we make too much alcohol for the residents to drink and don’t grow enough food for them to eat.
2) From what the present emergency is teaching me, which local resources have proven both essential and hard to access during a disaster? For example, there is only minimal manufacture of necessities in my town and a tax base that hasn’t been geared towards safety from wildfire.
3) Where would my existing skills and passions fit most easily into this map today? My skills, for example, would enable me to teach almost any business in town how to market themselves.
4) What new skills and assets would I need if I want to adjust my current offerings or move to a completely different role in my community? Let’s say I wanted to be an organic farmer instead of a local SEO — how could I transition?
5) If large-scale government planning fails to ensure that all members of my community have what they need to support life, what are my options for cooperating with neighbors at a local level to ensure my city or county is more self-sustaining? For example, my city has a Buy Local association I might tap into for large-scale, organized planning.
From this exercise, I want you to be able to tell yourself and others a compelling story about what your place on the map lacks and what it requires to become more self-reliant, as well as begin to gauge where you might personally fit in contributing to solutions.
Changed Demographics
In 1960, 95% of the clothing Americans purchased was made in the US. In the 21st century, that figure has fallen to just 2%. A couple of generations ago, 60% of us lived in rural areas near farms, but today, only 20% of us do.
More Local Jobs
In these days of “buy online, pickup in store” (BOPIS) and same-day delivery, I recommend befriending your city’s library or historic society to gain access to business records depicting the state of local 20th century commerce. See how your community was sustained by the farmer, the tailor, the baker, the vegetable wagon, the milkman, the diaper truck, the cobbler who repaired non-throwaway shoes, the town-supported hospital and doctor who made house calls, and the independent grocer. What you find in the archives could shine a light on creating modern sustainability if trying times and local desire converge in a demand for change.
Once you’ve done as much research as you can into the demand, it’s time to consider how you would promote your offering.
Assess local demand
Now it’s time to research specific demand. How do you know what’s most needed at a local level?
Center your own experience and see if it’s trending. More than anything else, it’s your powers of local observation that will tell you most about business opportunities. Businesses exist to solve problems, and right now, the problem we’re confronting is local self-sufficiency during times of emergency as well as in better days.
- Have I identified an anomalous spike in demand or a permanent need?
- Is there explicit value for customers if this demand could be supplied locally instead of via distribution/online channels?
- Are there already local companies fulfilling this demand?
- If I got into this line of business, who would my local competitors be and how well are they marketing themselves?
- What do you know about supply and demand in your community, from lived experience?
- See if your need is mentioned in Google’s Rising Retail Categories
- Crosscheck demand via keyword research tools
- Ask, listen, repeat
- Look Back
Market like Ma Perkins
When unemployment peaked at 24.9% and thousands of banks closed in the 1930s, who was still operational? It was Ma Perkins, “mother of the air”, progenitor of content-based marketing and soap operas, and radio star who offered homespun advice to her fictional town while selling Oxydol to the listening public. Realizing that people would still need soap even in hard times, Proctor & Gamble swam against the austerity tide, doubling down on their marketing investments by launching the “Oxydol’s Own Ma Perkins” radio show, making the brand one of the most famous Great Depression- era success stories.
This historic example of tying an essential offering to dedicated communication feels just about right for our current time. Scanning headlines like “Some small businesses are flourishing in the COVID-19 pandemic”, I’m hearing crackling echoes of Ma Perkins in the storytelling ventures of Cleancult’s orange zest cleansers and Tushy’s bidets. There’s precedent behind SEOs telling clients not to pause their marketing right now if they can afford it. Being a visible, reliable resource in this moment isn’t just good for brands — it’s a relief and help for customers.
Tell a Story
For your local business idea, there will be a tandem marketing task ahead of you:
- Tell a story of and to your local customers and tie it into your offering.
- Tell such a persuasive story of the need for local resource security that you needn’t go it alone.
- Help the local business community reimagine itself as a city planning task force with the goal of increased self-sufficiency.
- Marketing needs to be baked into your business concept — not treated as an afterthought.
- To broadcast your storytelling to the public in modern times, local radio can still be a great tool
Need Our Help?
We will be delighted to help you map your local strategy. Reach out for us and let us add value to your local presence.
Local Mapping the Local Essentials!
How to use Headlines to Help Create and Optimize Content ?
Catchy headline is very important to draw attention of the reader about an article or an advertisement. It should include words and ideas to draw someone’s eye and reader’s interest to read the entire content.
4 Ways to Help You Think Up Engaging Headlines
- Use a numeric value in your headline
- Keep it short (8-12 words)
- Add emotion such as curiosity or anticipation
- Ask a burning question
Types Of Headlines
- Flush Left Headline
- Banner Headline
- Inverted Pyramid Headline
- Cross-Line Headline
Fractl’s Growth Specialist shares a guide on how to optimize content through effective headlines. It covers how you can frame, promote, pitch, and sell your content.
The post How to use headlines to help create and optimize content appeared first on Search Engine Watch.
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Content, SEO, content, Content marketing, content optimization, content tips, evergreen content, Google, keyword optimization, long-tail keywords, SERPs
How-To Content Isn’t Going Anywhere (and What That Means for Your Strategy)
How-to content is one of the most popular types of content on the internet. But what does it mean for your content strategy if how-to content is so popular? Here are a few tips to help you create how-to content that stands out from the crowd.
- How-to content is one of the most popular types of content on the internet.
- To create how-to content that stands out from the crowd, focus on quality over quantity, make your content easy to follow, promote your content, and keep your content up-to-date.
- Here are some additional tips for creating effective how-to content: choose a topic that your audience is interested in, make your content clear and concise, use visuals, and test your content.
How to Create How-To Content That Stands Out from the Crowd
How-to content is one of the most popular types of content on the internet. It’s no wonder, then, that so many businesses are creating how-to content as part of their content marketing strategy.
But what does it mean for your content strategy if how-to content is so popular? Does it mean that you need to create more how-to content in order to compete?
Not necessarily.
In fact, there are a few things you can do to make sure that your how-to content stands out from the crowd.
1. Focus on quality over quantity.
Just because how-to content is popular doesn’t mean that you need to create a lot of it. In fact, it’s better to focus on creating a few high-quality how-to articles than it is to create a lot of low-quality content.
When you create high-quality how-to content, you’re showing your audience that you’re an expert in your field. This will build trust and credibility with your audience, which will make them more likely to do business with you.
2. Make your how-to content easy to follow.
No one wants to read a how-to article that’s full of jargon and technical terms. If you want your audience to actually read your how-to content, you need to make it easy to follow.
Use clear and concise language, and break up your content into small, easy-to-digest chunks. You can also use images and videos to help illustrate your points.
3. Promote your how-to content.
Once you’ve created your how-to content, you need to promote it so that people can find it. There are a number of ways to promote your how-to content, including:
- Sharing it on social media
- Submitting it to directories
- Guest blogging
- Writing about it on your blog
4. Keep your how-to content up-to-date.
Technology is constantly changing, so it’s important to keep your how-to content up-to-date. This will ensure that your audience is always getting the most accurate and helpful information possible.
By following these tips, you can create how-to content that will stand out from the crowd and help you achieve your content marketing goals.
Here are some additional tips for creating effective how-to content:
- Choose a topic that your audience is interested in. When you’re choosing a topic for your how-to content, it’s important to consider what your audience is interested in. What problems are they facing? What questions do they have? By choosing a topic that your audience is interested in, you’ll increase the chances that they’ll read and share your content.
- Make your content clear and concise. No one wants to read a how-to article that’s full of jargon and technical terms. Make sure your content is clear and concise, and that it’s easy for your audience to understand.
- Use visuals. Visuals can help to break up your content and make it more engaging. Consider using images, videos, or infographics to illustrate your points.
- Test your content. Once you’ve created your how-to content, it’s important to test it to make sure it’s effective. Ask friends, family, or colleagues to read your content and give you feedback. You can also use tools like Google Analytics to track how people are interacting with your content.
By following these tips, you can create how-to content that is informative, engaging, and effective.
How-to Content and is working?
Content is still king. In fact, it is more important than ever before. With so much noise and clutter online, it is more important than ever to create content that is informative, engaging, and valuable to your audience.
Good content can help you to:
- Build trust and credibility with your audience
- Generate leads and sales
- Improve your search engine ranking
- Increase brand awareness
- Boost social media engagement
- And more
If you want to succeed in today’s digital world, you need to focus on creating good content. Invest in quality content writers and editors, and make sure that your content is always up-to-date and relevant. Good content is an investment that will pay off for years to come.
Finding how-to opportunities in Content Writing
How-to content is a great way to provide value to your audience and attract new readers. It can also help you improve your search engine ranking and boost your website traffic.
Here are a few tips for finding how-to opportunities in content writing:
- Start with a problem. What are your readers struggling with? What questions do they have? Once you know what they’re looking for, you can start brainstorming how-to articles that will solve their problems.
- Be specific. The more specific your how-to articles are, the more helpful they’ll be to your readers. For example, instead of writing a general article on how to cook chicken, write a how-to article on how to cook grilled chicken breast.
- Use visuals. Visuals can help to break up your text and make your how-to articles more engaging. Consider using images, videos, or infographics to illustrate your points.
- Test your content. Once you’ve created your how-to articles, it’s important to test them to make sure they’re effective. Ask friends, family, or colleagues to read your content and give you feedback. You can also use tools like Google Analytics to track how people are interacting with your content.
By following these tips, you can create how-to content that is informative, engaging, and effective.
Here are some additional tips for finding how-to opportunities in content writing:
- Look for trends. What are the latest trends in your industry? What are people searching for online? By keeping an eye on trends, you can find new and interesting topics for your how-to articles.
- Talk to your audience. Ask your readers what they’re interested in learning more about. You can do this through surveys, social media polls, or even just by talking to them directly.
- Be creative. Don’t be afraid to think outside the box when it comes to how-to content. There are endless possibilities for how you can help your audience solve their problems.
By following these tips, you can find how-to opportunities in content writing that will help you reach your target audience and achieve your content marketing goals.
Research what’s being asked online.
Here are a few ways to research what’s being asked online:
- Use Google Trends. Google Trends is a tool that shows you how often people are searching for different terms on Google. This can be a great way to find out what people are interested in and what questions they’re asking.
- Use social media. Social media is another great way to research what people are asking online. You can use tools like Google Analytics to track what people are searching for on your website and social media pages. You can also use social media listening tools to track what people are saying about your brand and your competitors.
- Read forums and blogs. Forums and blogs are a great way to get insights into what people are asking online. You can read through forums and blogs to see what questions people are asking and what problems they’re facing.
- Ask your customers. One of the best ways to find out what people are asking online is to ask your customers directly. You can do this through surveys, customer interviews, or even just by talking to them in person.
By following these tips, you can get a good understanding of what people are asking online. This information can be invaluable when it comes to creating content that is relevant and informative to your target audience.
Getting creative with how-to content for your positioning
There are many reasons why you might want to create a guide that already exists, even if it’s just to do a better job in one way or another. Here are a few reasons why you might want to create a new guide:
- To improve the quality of the content. The existing guide may be outdated, inaccurate, or incomplete. You can create a new guide that is more accurate, up-to-date, and comprehensive.
- To make the content more accessible. The existing guide may be difficult to understand or use. You can create a new guide that is easier to understand and use.
- To add new information. The existing guide may not cover all of the topics that you want to cover. You can create a new guide that includes all of the information that you want to share.
- To target a different audience. The existing guide may be aimed at a different audience than you are targeting. You can create a new guide that is aimed at your specific audience.
No matter what your reason for creating a new guide, it’s important to make sure that it is high-quality and informative. By following the tips above, you can create a guide that is both helpful and valuable to your readers.
Results Speak for themselves
When you’re clear about what you want to teach people, it’s much easier to create content that is both informative and engaging. Here are a few tips for creating content that achieves results:
- Be clear about your goals. What do you want to achieve with your content? Do you want to educate your audience, entertain them, or persuade them to take action? Once you know your goals, you can create content that is specifically tailored to achieve them.
- Know your audience. Who are you writing for? What are their needs and interests? Once you know your audience, you can tailor your content to speak to them in a way that they will understand and appreciate.
- Be informative and engaging. Your content should be informative and engaging. It should provide your audience with valuable information in a way that is interesting and easy to read.
- Use visuals. Visuals can help to break up your text and make your content more engaging. Consider using images, videos, or infographics to illustrate your points.
- Promote your content. Once you’ve created your content, you need to promote it so that people can find it. Share it on social media, submit it to directories, and reach out to influencers in your industry.
By following these tips, you can create content that achieves results.
How Do You Measure the Success of a Local SEO Campaign?
How do you know whether what you’ve done has actually worked?
We track rankings internally, but we never share these with clients. Rankings don’t mean squat to a business’s bottom line. Everything we do is focused on ROI, which means the only way to truly judge success is that the client’s site gets more organic visitors and more organic leads. Typically, we see an increase in leads from other sources, since the content and optimization work tends to make it more likely that visitors will convert, regardless of how they got to the site. But ultimately, we look at an increase in organic traffic and organic leads.
Greg Gifford (VP of Search, SearchLab)
Start with simple end ideas
Yes, you can have multiple goals (both macro and micro), but establishing one simple primary end goal is essential.
To understand what a website’s primary end goal should be is to have a clear understanding of the website’s objectives and/or client goals. How to improve Local SEO Rankings !
Goal setting tips
- Measurable: If you can’t identify it, you can not improve it
- Be specific: Keep it simple
- Share your goals: Studies have shown that writing down and sharing your goals with others boosts your chances of achieving them.
Some simple yardsticks
- Organic Traffic
- Referrals
- Reviews
- Backlinks
- Domain Authority
- Leads
- Phone Clicks
- Top Keywords
What Is Google My Business & Why Do I Need It?
In an effort to gain more visibility on Google, many businesses create a Google business listing (known officially as a Business Profile).
If you’re one such business owner, something you might not realize is that creating a Business Profile does not give you management over it, and you need those management and editing capabilities if you want your Business Profile to work for you as an effective SEO and lead generation tool.
So how do you gain management over your Google Business Profile? The answer is that, in addition to creating a free Business Profile, you must also separately create a free Google My Business account for that profile.
You need a separate Google My Business account to manage your Business Profile.
A Google My Business account is the only means by which you can claim ownership of your Business Profile, attain management rights to it, and unlock additional free features to increase your visibility on Google. In this post, I’m going to cover everything you need to know about Google My Business, including:
What Google My Business is
How to use Google My Business effectively
How to use Google My Business for SEO
How to create a Google My Business account
Read on so you can incorporate this free and powerful tool to your marketing toolkit!
What is Google My Business?
As mentioned, Google My Business is a tool that enables you to manage and optimize your Business Profile on Google. So to explain what Google My Business is and how it works, let’s first make sure we’re clear on what a Business Profile is.
Your Business Profile is Google’s term for your Google business listing. Business Profiles appear in Google Maps and in the local results of Google Search.
Business Profiles on Google Search look like this:
Business Profiles on Google Maps look like this:
And Business Profiles on mobile look like this:
Creating a Business Profile is the same thing as adding a place to Google Maps—which is something that anyone (including a random stranger or an automated listing generator) can do. All that Google requires is the business name, location, and category. Once Google confirms it is not a duplicate, they will create the Business Profile for that location. The Business Profile is then open to consumers to leave reviews, add photos, ask questions, and even answer questions. The Business Profile may also get populated with information that Google pulls in from across the web.
What this means is, a Business Profile can exist on its own, apart from a Google My Business account. And whether you created your own Business Profile or not, you don’t have the ability to manage the information it displays or the reviews it collects.
That is where Google My Business comes in. By creating a Google My Business account, you can access, customize, manage, and enhance your Business Profile on Google, all still for free, which we’ll get into next.
How to use Google My Business for local marketing
So we’ve established that Google My Business is not your Business Profile, but rather a tool by which you enhance your Business Profile to boost its visibility and effectiveness. Let’s cover the four core ways you can use this Google My Business to make your profile on Google listing a better local marketing tool.
1. Engage with consumers
There are a lot of ways consumers can interact with your Business Profile, and you use your Google My Business account to engage back with them. You can respond to reviews, answer questions, enable direct messaging, and set up associated alerts. You can even use Google My Business to publish posts to your Business Profile, much like you would with Facebook and other social media platforms.
Your Google My Business dashboard is where you can respond to reviews, publish posts, and answer questions asked on your Business Profile.
2. Highlight your business
A Business Profile alone contains limited information about your business. But through your Google My Business account dashboard, you can provide hours, a link to your website, products and pricing, attributes, and other details that make your business unique. You will also use your Google My Business to make edits and updates as needed.
A complete Business Profile offers a complete snapshot of your business, including its best features, right in the SERP.
3. Gain insights
You can use the Google My Business dashboard to gain key insights on your audience and local search performance. In the analytics tab of the platform, you can see the queries customers are using to find your Business Profile, whether they found you on Google Maps or Google Search, a breakdown of actions taken on your listing, and how your photos are performing compared to other profiles in your category.
4. Perform local SEO
Just as Google has algorithms for ranking its ads and websites, it also has one for ranking Business Profiles. Through your Google My Business dashboard, you can incorporate keywords into your Business Profile and perform other optimizations to help it rank in local results, which we’re going to cover next.
Google My Business can help you optimize your Business Profile to show up in the coveted 3-Pack.
How to use Google My Business for SEO
Google Business Profiles are dynamic. Not only do they change form based on platform, but Google will also prioritize sections of your profile according to the term that was searched as well as the type of information most important to consumers in your category. Even better, Google will embolden keywords in the content of your profile that it thinks are relevant.
But there needs to be information to prioritize and keywords to embolden in your profile in the first place. Just as you (or your agency) would use a content management system like WordPress to optimize your website for search engines, Google My Business is used to optimize your profile and expand your reach. How do you use Google My Business for local SEO? Well, since optimizing for Google is essentially optimizing for searchers, it all comes down to the same three things: targeting, quality of information, and trust.
Target your information
To use Google My Business for SEO, make sure to incorporate relevant keywords into your Business Profile so you can tell Google what you’re trying to rank for. Use them in your “from the business” description, your responses to reviews, your answers to questions, and in the posts you publish. Make sure to incorporate them naturally just as you would with any other SEO strategy.
Include keywords in your description, editable through your Google My Business dashboard.
Maintain quality of information
The completeness and accuracy of your Business Profile impacts its rank, so make sure to provide the requested information in every section of your Google My Business dashboard. Especially important here is your contact information, special hours, and attributes.
Build trust
The final approach to using Google My Business for SEO appeals to the trust component of Google’s algorithm. Keep your information updated and accurate as your business evolves. Keep a steady stream of reviews coming in and respond to them. Also, signal to Google that you are active by regularly uploading photos and publishing posts to your Business Profile through Google My Business.
Reviews and responses appear on your Business Profile. Be sure to manage them through your Google My Business dashboard.
SEO is important for any business, but particularly for small businesses that can use local targeting to compete against large competitors on the SERP. Google is making local SEO even easier with its robust Business Profiles, so a Google My Business account is essential for any business trying to maximize visibility in their local market.
How to sign up for Google My Business
A free tool that turns my Business Profile into a power marketer for my business? Where do I sign up?
To get a Google My Business account, go to google.com/business and click “Manage now,” which will take you through the steps of creating an account. Remember, a Google My Business Account does not automatically create a Business Profile—it gives you access to it and the ability to add more to it. So you’ll want to make sure you have an existing Business Profile to access.
Also remember that creating Google My Business account does not give you automatic access to your Business Profile. Once you create and are logged into your Google My Business account, you will then need to locate your separate Business Profile on Google Maps and then select the “Claim this business” or “Own this business?” link seen right on the profile. Once you complete that process, your Google My Business account will then be connected with your Business Profile and under your management.
Get started with Google My Business today
With a clear understanding of exactly what Google My Business is, how it works, and how to use it, you can now see that using this free tool isn’t just a good idea for local marketing but a must. Get your Google My Business account up and running now so your Business Profile can outshine your competitors and attract more customers on the world’s most popular search engine.
Source: WordStream
How to Use Social Media for Local Internet Marketing
Social media is a powerful tool for local businesses to connect with potential and current customers. By using social media effectively, businesses can increase brand awareness, drive traffic to their website, and generate leads and sales.
8 Steps to Use Social Media for Local Internet Marketing !
Engage your customers or followers, ask their opinions or questions about them and give them a sense of investment in your business.
- Start with a plan
- Know your audience
- Build relationships
- Share compelling visuals
- Focus on quality over quantity of posts / images
- Understand Where & When Is Your Audience Most Active?
- Offer Exclusive Deals
- Create Re-postable Content
Here are some tips on how to start with a social media plan:
- Set your goals. What do you want to achieve with your social media marketing? Do you want to increase brand awareness, drive traffic to your website, or generate leads? Once you know your goals, you can start to develop a plan to achieve them.
- Choose the right platforms. Not all social media platforms are created equal. Some platforms are better suited for certain businesses than others. For example, if you’re a B2B company, LinkedIn might be a better platform for you than Instagram.
- Create high-quality content. People are more likely to engage with content that is informative, engaging, and relevant to them. Make sure your content is well-written, visually appealing, and relevant to your target audience.
- Be consistent. One of the best ways to build an audience on social media is to be consistent with your posting schedule. Post regularly, and make sure your content is high-quality and engaging.
- Engage with your audience. Social media is a two-way street. Don’t just share content and then disappear. Take the time to engage with your audience by responding to comments and questions. This will help you build relationships with your customers and create a sense of community around your brand.
- Track your results. It’s important to track the results of your social media marketing efforts so that you can see what’s working and what’s not. There are a number of tools that can help you track your social media results, such as Google Analytics and Hootsuite.
Here are some tips for using social media for local internet marketing:
- Choose the right social media platforms: Not all social media platforms are created equal. Some platforms are better suited for certain businesses than others. For example, Facebook is a good platform for businesses that want to connect with a large audience, while Twitter is a good platform for businesses that want to share news and updates quickly.
- Create high-quality content: The content you share on social media should be informative, engaging, and relevant to your target audience. Avoid sharing promotional content all the time, as this can turn people off. Instead, focus on sharing content that will provide value to your readers.
- Use social media ads: Social media ads can be a great way to reach a wider audience and target your ads to specific demographics. When creating social media ads, be sure to target your ads to people who are likely to be interested in your business.
- Engage with your audience: Social media is a two-way street. Don’t just share content and then disappear. Take the time to engage with your audience by responding to comments and questions. This will help you build relationships with your customers and create a sense of community around your brand.
- Track your results: It’s important to track the results of your social media marketing efforts so that you can see what’s working and what’s not. There are a number of tools that can help you track your social media results, such as Google Analytics and Hootsuite.
Here are some tips for getting to know your audience:
Knowing your audience is essential for any social media marketing strategy. By understanding who you’re trying to reach, you can tailor your content and messaging to appeal to them. This will help you increase engagement, drive traffic to your website, and generate leads and sales.
- Research your target market: Who are your ideal customers? What are their demographics? What are their interests and needs? You can use a variety of tools to research your target market, such as Google Analytics, social media analytics, and surveys.
- Create buyer personas: Buyer personas are fictional representations of your ideal customers. They can help you understand your customers’ needs, wants, and pain points. When creating buyer personas, be sure to include information about their demographics, interests, goals, and challenges.
- Monitor your social media analytics: Social media analytics can provide you with valuable insights into your audience. This information can help you track your progress, identify trends, and make necessary adjustments to your strategy.
- Engage with your audience: One of the best ways to get to know your audience is to engage with them on social media. Respond to comments and questions, participate in conversations, and share content that they will find interesting and valuable.
Here are some tips for building relationships on social media:
Building relationships on social media is essential for any business or individual who wants to be successful online. By building relationships, you can create a community of supporters who will be more likely to buy from you, share your content, and promote your brand.
- Be yourself: People can spot a fake from a mile away, so it’s important to be yourself on social media. Share your thoughts, feelings, and experiences, and let your personality shine through.
- Be consistent: One of the best ways to build relationships is to be consistent with your social media activity. Post regularly, and make sure your content is high-quality and engaging.
- Be helpful: One of the best ways to show people that you care is to be helpful. Answer questions, offer advice, and share resources that your followers will find valuable.
- Be positive: People are drawn to positive people, so make sure your social media presence is upbeat and positive. Share positive stories, and focus on the good things in life.
- Be active: Don’t just sit back and wait for people to come to you. Get involved in conversations, participate in challenges, and reach out to new people.
Here are some tips for sharing compelling visuals on social media:
- Use high-quality images and videos: People are more likely to engage with content that is visually appealing. Make sure your images and videos are high-resolution and well-lit.
- Keep your visuals consistent with your brand: Your visuals should be consistent with your brand’s colors, fonts, and overall style. This will help create a cohesive and recognizable brand identity.
- Use visuals to tell a story: Visuals are a great way to tell stories and connect with your audience on an emotional level. Use visuals to show, not tell, your audience what you’re trying to say.
- Use visuals to break up text: Text-heavy posts can be overwhelming and difficult to read. Use visuals to break up your text and make your posts more visually appealing.
- Use visuals to promote your content: Visuals are a great way to promote your content and drive traffic to your website or blog. Use visuals to share blog posts, product announcements, and other important content.
It’s better to post high-quality content less often than to post low-quality content more often. Here are some reasons why:
- People are more likely to engage with high-quality content. They’re more likely to like, comment, and share it.
- High-quality content is more likely to be seen by more people. Social media algorithms tend to favor high-quality content.
- High-quality content builds trust and credibility. When people see that you’re posting high-quality content, they’re more likely to trust you and do business with you.
Here are some tips on how to understand where and when your audience is most active on social media:
- Use social media analytics. Most social media platforms offer analytics tools that can help you track your audience’s activity. This information can tell you when your audience is most active, what type of content they’re most interested in, and where they’re coming from.
- Ask your audience. You can also ask your audience directly when they’re most active on social media. You can do this by sending out a survey, creating a poll, or simply asking them in a comment or post.
- Use social media listening tools. There are a number of social media listening tools that can help you track what people are saying about your brand on social media. This information can give you insights into your audience’s interests and needs, as well as when they’re most likely to be talking about you.
Here are some tips on how to offer exclusive deals for social media:
- Create a sense of urgency. People are more likely to take action when they feel like they’re missing out on something. You can create a sense of urgency by offering limited-time deals or discounts.
- Make it easy to redeem the deal. The easier it is for people to redeem the deal, the more likely they are to do it. You can make it easy to redeem the deal by providing clear instructions and a link to the deal.
- Promote the deal on social media. Make sure to promote the deal on your social media channels so that your followers can see it. You can promote the deal by creating a post, running an ad, or using a hashtag.
- Track the results of the deal. It’s important to track the results of the deal so that you can see how it’s performing. You can track the results of the deal by using social media analytics tools.
By following these tips, you can offer exclusive deals for social media that will help you increase engagement and sales.
Here are some additional tips:
- Make the deal relevant to your audience. The more relevant the deal is to your audience, the more likely they are to take advantage of it.
- Test different types of deals. There are a variety of different types of deals that you can offer. Test different types of deals to see what works best for your business and your audience.
- Be creative with your deals. The more creative you are with your deals, the more likely people are to notice them and take advantage of them.
- Have fun with it! Offering exclusive deals is a great way to engage with your audience and build excitement around your brand. So, have fun with it and let your creativity shine through.
Here are some tips on how to create re-postable content for social media:
- Make it visually appealing. People are more likely to engage with content that is visually appealing. Use high-quality images, videos, and infographics to make your content stand out.
- Keep it short and sweet. People are more likely to read and share content that is short and to the point. Get to the point quickly and avoid using jargon or technical language.
- Use strong visuals. Visuals are a great way to capture attention and break up text-heavy posts. Use images, videos, and infographics to make your content more engaging.
- Ask questions. Asking questions is a great way to start a conversation and get people involved. Ask questions that are relevant to your audience and that will encourage them to share their thoughts and opinions.
- Use humor. Humor is a great way to connect with people and make your content more memorable. Use humor sparingly, however, as too much humor can be off-putting.
- Be yourself. People are more likely to connect with content that is authentic and genuine. Don’t try to be someone you’re not. Be yourself and let your personality shine through in your content.
- Be consistent. The more consistent you are with your social media posting, the more likely people are to follow you and engage with your content. Try to post at least once a day, and make sure your content is high-quality and engaging.
- Use relevant hashtags. Hashtags are a great way to get your content seen by more people. Use relevant hashtags that are related to your industry and your target audience.
- Promote your content. Don’t just post your content and then forget about it. Promote your content on other social media platforms, in your email newsletter, and on your website.
By following these tips, you can create re-postable content for social media that will help you engage with your audience and grow your following.