Google My Business: A Free Tool Worth Investing In

At this point, I probably don’t need to explain that placing well in Google search results is an important marketing tactic. After all, it’s not terribly surprising to most people to hear that Google Search is being used for over 90% of all internet searches worldwide as of October 2020.

But while many leaders and entrepreneurs have embraced the benefits of digital marketing, including search engine optimization (SEO), many still seem to misunderstand the importance of a basic but critical resource: Google My Business. GMB, as it’s often called, is a simple-to-use, free platform that allows any business which serves customers at a physical location to have a listing on Google Search and Google Maps.

Maybe it’s the ease of availability that leads some professionals to disregard this listing, believing that nothing free can be that valuable. But it’s worth noting that if Google has its way, GMB may not be free much longer. Recent “experiments,” like displaying competitor ads on some listings, or offering upgraded profiles for a monthly fee, have been seen by many SEO pros as blatant efforts to monetize GMB.

Google clearly recognizes the growing value of its business listings and will continue looking for ways to turn that into profits. But as long as the listing is still free, let’s examine why it pays for businesses to devote some time and effort to this platform and the types of maintenance that should be prioritized.

The Value of Google My Business

A 2019 study of more than 45,000 GMB listings led researchers to conclude that “Google My Business is clearly a critical channel, with 96% of local businesses being viewed at least 25 times per month in Search results, and 86% receiving more than 25 in Maps.”

GMB listings are particularly influential for local businesses. When Google believes a user is looking for something local, or “near me,” then the search results will include a map section featuring three businesses, known as the local pack. This is often the first feature on the page, directly below any paid ads, leading some to refer to this as ranking in “position zero.” Many professionals who specialize in local SEO reported in a recent survey that GMB listings are the single most important factor in determining placement in the coveted local pack.

Read more: www.forbes.com