Why Your Company Should Take Advantage Of Google My Business

Have you ever done a Google search and seen a specific company pop up on the right side of the screen with all the company’s information? Chances are you have. This section of Google’s Knowledge Panel pulls information from Google My Business and is a great tool for placing high converting content about your business in front of viewers. It can include information such as phone number, address, hours of operation, customer reviews, photos and even promotions or offers.

But how does Google My Business relate to search engine optimization (SEO)? Let’s find out!

Understanding Google’s Knowledge Graph

In some of my other Knowledge With Nick videos, we have discussed off site SEO, on site SEO and technical SEO. When it comes down to the core purpose of SEO, it is to improve your organic ranking position within search engines like Google or Bing.

Google constantly tests new ways to display search results to their users. Whereas you can rank in position one for a search term or keyword, often times this isn’t enough to put you at the top of the page. Paid search listings and the knowledge graph are a few examples of items that will push your organic listing further down the page.

What is the knowledge graph?

The knowledge graph is a really interesting approach from Google in an effort to place more relevant content in front of users searching for something specific. We commonly refer to this as “searcher intent”. It has a lot of benefits, but it also has some negative effects such as pushing organic rankings further down the page.

For example, if I search for flights from Charlotte, NC to Los Angeles, CA, Google doesn’t return search results of Travelocity, Expedia, or any other travel website at the top of the page. What I actually get is a Google Flights pop up directly in my search window. This is Google’s own proprietary platform that allows me to see travel times, flight information, cost and even the option to book a flight directly through the knowledge graph without ever having to leave Google.

Google flight results

This is an example of searcher intent. Google has matched what the user is looking for directly with a solution that doesn’t require a click to another website where the user may or may not get what they are looking for. Google has kept their user happy by serving the results they feel are the most relevant which keeps users coming back to Google and not creating a desire for users to use a competitor such as Yahoo or Bing.

Let’s go back to Google My Business for a moment. Google My Business is part of the knowledge graph and is a free service that anyone can take advantage of that helps put you in a very specific position on the page of search results.

Google My Business result

So how do you get started with Google My Business? Let’s talk about it.

How To Get Started With Google My Business

First, you need to claim your business. Once you click the “claim this business” button, Google will send you a verification code via phone or mail that is associated with the business to ensure that not just anyone can claim any business.

unclaimed Google My Business page

Next, follow the step by step process to fill out all of the information in the tabs for your business. It’s important to fill out as much of this information as possible with as much detail as possible. This content is searchable content and having incomplete or inaccurate information can damage a brand and cost you customers.

At the moment, Google is testing a paid version of Google My Business. However, it is still very early in the process and not a lot of information is available on it yet. Once we see if this will stick or be abandoned, we will provide more information on how this will impact your business and listings. So be sure to check back with us for updates!

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