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  • Writer's pictureJustin Silverman

The Ultimate Guide to GMB SEO: Boost Your Local Search Ranking

local business on Google Maps - gmb seo


GMB SEO (Google My Business SEO) is essential for any local business aiming to improve its online presence and attract more customers. Optimizing your Google Business Profile might seem complex, but the benefits are immense. Here’s a quick rundown to get you started:

  1. Increased Visibility: An optimized profile helps you rank higher on Google Maps and local search results.

  2. Customer Engagement: Accurate information and regular updates make you more accessible to customers.

  3. Credibility: Positive reviews and detailed business info boost trust and attract more business.

  4. Insights: Google My Business provides data that helps you understand how customers search for and interact with your business.

Steps to Optimize GMB - gmb seo infographic pillar-4-steps

Let's dive deeper and explore how to maximize your Google Business Profile's potential and skyrocket your local search ranking.

Setting Up Your Google Business Profile

Setting up your Google Business Profile is your first step to boosting your local search ranking. Here's how to get started:

Claiming Your Business

If your business has been around for a while, Google might already have a listing for it. To avoid duplicate listings, simply type your business name into Google. If you see a listing, you can claim it by requesting ownership.

For new businesses, you'll need to create a new profile. Head to the Google My Business homepage, sign in with your Gmail account, and click "Add your business to Google."

Verification Process

Google requires verification to ensure your business is legitimate. The most common method is via postcard. After entering your mailing address, Google will send a postcard with a unique code.

When you receive the postcard, go to your Google Business Profile and enter the five-digit code to confirm your business location.

Verification Postcard - gmb seo

Important: Don’t change your business name, address, or category while waiting for the postcard. This will replace the existing code with a new one.

Other verification methods include SMS, email, video recording, and live video call.

Adding Business Information

Consistency is key. Make sure your business name matches exactly across all platforms, including your website and social media. Select a category that best represents your business, such as nail salon, web design agency, or tea house. You can choose up to nine categories, but the first one will be your primary category.

Service Areas

If your business has a physical location, ensure the address is the same on every platform, including your website's Contact page.

For businesses without a physical store, known as Service Area Businesses (SABs), specify your service areas based on city, postal code, or region. Examples of SABs include plumbing or cleaning services.

Contact Details

Add your business phone number to help customers reach you quickly. You can include up to two additional numbers, but no fax numbers. Also, add your business website address to drive traffic to your landing page.

Pro Tip: Having a website is crucial for building your brand, especially if your business isn't well-known yet.

Business Hours

Display your regular opening hours to inform potential customers when you're available. You can also set holiday hours for temporary periods.

Adding Messaging

Google allows customers to message you directly from your listing. To activate this feature, switch on the Accept Messages toggle.

Business Description

Enter a brief company description, detailing what your business offers and any useful information about your products and services. Keep it concise and creative to attract potential customers. Avoid URLs or HTML code, and keep it under 750 characters.

Adding Photos of Your Business

Make your Google Business Profile eye-catching by adding photos of your storefront, products, and street view. Adding photos increases engagement and builds customer trust. Also, include an official logo for easy recognition.

By following these steps, you can set up a comprehensive and engaging Google Business Profile that helps you stand out in local searches.

Now that your profile is set up, let’s explore how to optimize it for maximum visibility.

Optimizing Your Google Business Profile for Maximum Visibility

Once your Google Business Profile is set up, optimizing it for maximum visibility is the next crucial step. Here are the key areas to focus on:

Business Categories

Choosing the right primary and secondary categories is vital. Your primary category should reflect your main business activity. For example, if you run an Italian restaurant, your primary category should be "Italian Restaurant."

Secondary categories allow you to cover other services you offer. You can choose up to nine secondary categories, such as “Pizza Restaurant” or “Pasta Shop.”

Use tools like Semrush or Ahrefs to find high-traffic keywords and ensure you select categories that match these keywords.

Accurate Business Hours

Keeping your business hours up-to-date is essential for customer satisfaction. Make sure to:

  • List your regular hours: Ensure these are accurate across all platforms.

  • Update for holidays and special occasions: Avoid customer frustration by showing when you will be open or closed during holidays.

Inaccurate hours can lead to lost sales and credibility.

High-Quality Photos

High-quality photos can significantly enhance your profile’s appeal. Include images of:

  • Storefront: Helps customers recognize your location.

  • Products: Show off what you sell.

  • Interior and Exterior: Give a feel of your business environment.

Photos need to be optimized. Use alt text, titles, and geotagging to help Google understand the location and relevance of your photos. According to Max Robinson of Green Bee Gardeners Fife, "Photos are a seriously underrated aspect of trying to rank for Google My Business."


Geo-tagging your photos and posts can help Google understand your business’s physical location. This can improve your ranking in local searches. Use tools like GeoImgr to add location data to your images.

Product and Service Listings

Adding detailed product and service listings can make your profile stand out. Here’s how to do it:

  1. Log in to your Google Business account.

  2. Find your profile: Look up “my business” or type your business name in the search bar.

  3. Select your business category: Google will show several options.

  4. Add products/services: Be specific and include keywords.

By listing your products and services, you make it easier for customers to find exactly what they need, increasing the chances they’ll choose your business.

By focusing on these aspects, you can significantly improve your Google Business Profile’s visibility and attract more local customers. Next, let's dive into leveraging GMB features for enhanced engagement.

Leveraging GMB Features for Enhanced Engagement

Google Posts

Google Posts are like social media updates but appear directly on your Google Business Profile. They can be used to share news, promotions, events, or any important updates about your business.

Why use Google Posts?

  • Increased Visibility: Regular posts signal to Google that your business is active, which can boost your ranking.

  • Customer Engagement: Posts keep your customers informed and engaged with your latest offerings.

Pro Tip: Post frequently. Businesses that post daily often see better results in rankings.

Q&A Section

The Q&A section on your Google Business Profile allows potential customers to ask questions about your business. It's a community-based feature, meaning anyone can answer, but it's best if you monitor and respond to ensure accurate information.

Benefits of Using the Q&A Section:

  • Builds Trust: Prompt and helpful responses show that you care about customer inquiries.

  • Improves SEO: Popular questions and answers can appear higher in search results, drawing more attention to your profile.

Pro Tip: Seed the Q&A with common questions and their answers to provide immediate value.

Messaging Feature

The messaging feature allows customers to send you a message directly from your Google Business Profile. This can significantly boost engagement and customer satisfaction.

Advantages of Messaging:

  • Instant Communication: Quick responses can convert inquiries into sales.

  • Builds Relationships: Personalized interactions help establish trust.

Important: Google requires you to respond within 24 hours to avoid deactivation of this feature.

Collecting and Responding to Reviews

Reviews are critical for building credibility and influencing potential customers. Responding to reviews, both positive and negative, shows that you value customer feedback.

Why Reviews Matter:

  • Social Proof: Positive reviews act as testimonials, encouraging others to choose your business.

  • SEO Boost: Google considers reviews as a ranking factor for local search.

Pro Tip: Politely address negative reviews and offer solutions to improve customer satisfaction.

Utilizing Attributes

Attributes are additional details you can add to your Google Business Profile to inform customers about specific features or services you offer, like "free Wi-Fi" or "wheelchair accessible."

Why Use Attributes?

  • Enhanced Visibility: Attributes help your business appear in searches for specific features.

  • Customer Convenience: Provides useful information that can influence a customer’s decision.

Pro Tip: Regularly update attributes to keep them relevant and accurate.

By leveraging these GMB features, you can enhance customer engagement, improve your local search ranking, and ultimately drive more business. Next, we'll explore advanced GMB SEO strategies that can take your profile to the next level.

Advanced GMB SEO Strategies

To get the most out of your Google My Business (GMB) profile, you'll need to go beyond the basics. Here are some advanced GMB SEO strategies that can help boost your local search ranking:

Keyword Optimization

Keywords aren’t just for your website. They’re crucial for your GMB profile too. Include relevant keywords in your business description, posts, and even in your responses to reviews.

Example: If you run a bakery in Austin, use keywords like "Austin bakery," "best cupcakes in Austin," or "gluten-free pastries Austin."

Quick Tip: Avoid keyword stuffing. Use keywords naturally to keep your content readable and engaging.

Local Backlinks

Backlinks from local websites can significantly boost your GMB SEO. Aim to get your business mentioned on local blogs, news sites, and directories.

Key Takeaway: Local backlinks signal to Google that your business is relevant to your geographic area. The more local sites link to you, the better your chances of ranking higher in local searches.

NAP Consistency

NAP stands for Name, Address, and Phone number. Ensure that your NAP information is consistent across your GMB profile, website, and all online directories.

Why It Matters: Inconsistent NAP information can confuse both customers and search engines, negatively impacting your local SEO.

Pro Tip: Use tools like Moz Local to check for NAP consistency across the web.

Google Maps Embedding

Embed a Google Map of your business location on your website and other web properties. This helps Google understand your location better and can improve your local search ranking.

How To:

  1. Search for your business on Google Maps.

  2. Click on “Share” in your listing.

  3. Select the “Embed a map” tab.

  4. Copy and paste the link on your website and other platforms.

Key Takeaway: The more places your Google Map is embedded, the more signals you send to Google about your business's location.

User-Generated Content

Encourage customers to upload photos and leave reviews. User-generated content adds authenticity and can improve your local search ranking.

Case Study: Miva’s Luke Wester notes that reviews with 200+ characters are deemed more valuable by Google. Aim for detailed reviews that explain why your business is great.

Pro Tip: Respond to all reviews, both positive and negative. This shows you care about customer feedback and can even turn a bad review into a positive one.

By implementing these advanced GMB SEO strategies, you can significantly improve your local search ranking and attract more customers. Next, we'll discuss how to troubleshoot common GMB issues you might encounter.

Troubleshooting Common GMB Issues

Running into issues with your Google My Business (GMB) profile can be frustrating. Here’s how to troubleshoot the most common problems: account suspension, duplicate listings, negative reviews, sign-in problems, and reporting fake listings.

Account Suspension

Suspensions are common and can hurt your local SEO. Google might suspend your account if it suspects guideline violations. Common reasons include:

  • Inaccurate business name

  • Using a P.O. Box or residential address

  • Posting inappropriate content

  • Making too many edits at once

Steps to Fix:

  1. Identify the Issue: Google won’t tell you why your account is suspended. Review Google’s guidelines to find out what went wrong.

  2. Correct the Issue: Make necessary changes to your profile.

  3. Request Reinstatement: Fill out the reinstatement form. You might need to submit documents like utility bills or photos of your store.

Tip: Regularly check your listing to ensure all details are correct to avoid future suspensions.

Duplicate Listings

Duplicate listings can confuse customers and hurt your SEO.

Steps to Fix:

  1. Identify Duplicates: Search for your business in Google Maps.

  2. Remove or Merge: Use the “Suggest an edit” option to mark duplicates as closed or request a merge through Google My Business support.

Negative Reviews

Negative reviews can harm your reputation but can be managed.

Steps to Fix:

Flag Inappropriate Reviews: If a review violates Google’s policies (e.g., it's from a competitor), log in to your GMB account, select the review, and click the three dots to flag it.

Respond Professionally: Address the review politely. This shows you care and might even turn a negative review into a positive one.

Note: Reports are usually processed within three days. If not removed, contact Google Business Profile support.

Problems

Trouble signing in can halt your operations.

Steps to Fix:

  1. Forgot Password or Email: Use the Google Accounts Troubleshooter.

  2. Two-Step Verification Issues: Follow the steps in the troubleshooter to regain access.

Tip: Visit the GMB community forum for additional help from other users.

Reporting Fake Listings

Fake listings can steal traffic from your legitimate business.

Steps to Fix:

  1. Suggest an Edit: On the fake business listing, click “Suggest an edit” and propose changes.

  2. Mark as Closed: If the business doesn’t exist, select “Close or remove.”

Warning: Only suggest factual edits. False information can lead to penalties for your own listing.

By addressing these common GMB issues, you can maintain a healthy and effective business profile. Next, we'll answer some frequently asked questions about GMB SEO.

Frequently Asked Questions about GMB SEO

How often should I update my GMB listing?

You should update your Google My Business listing regularly. Keeping your information fresh ensures customers have the most accurate details about your business. Here are some key times to update:

  • Business Hours: Update for holidays, special events, or any changes in your regular hours.

  • New Photos: Add new high-quality photos to keep your listing visually appealing.

  • Posts: Regularly create Google Posts to engage with your audience. Aim for at least one post every two weeks.

  • Reviews: Promptly respond to new reviews to show you value customer feedback.

Regular updates signal to Google that your business is active and engaged, which can improve your local search ranking.

Can I manage multiple locations with one GMB account?

Yes, you can manage multiple locations with a single GMB account. This is especially useful for businesses with several branches. Here’s how to do it:

  1. Add Locations: Go to your GMB dashboard, click on “Manage locations,” and then “Add location.”

  2. Consistent NAP: Ensure that the Name, Address, and Phone number (NAP) are consistent across all locations.

  3. Location Groups: Use location groups (business accounts) to manage different sets of locations easily.

Managing multiple locations from one account helps streamline your operations and ensures consistency across all your listings.

How does GMB SEO impact my overall online presence?

GMB SEO can significantly impact your overall online presence by:

  • Boosting Local Visibility: A well-optimized GMB listing helps you appear in local searches and Google Maps, making it easier for nearby customers to find you.

  • Increasing Website Traffic: Linking your website to your GMB profile can drive more traffic to your site.

  • Enhancing Credibility: Positive reviews and accurate information build trust with potential customers.

  • Improving Engagement: Features like Google Posts, Q&A, and messaging foster direct interaction with your audience.

By focusing on GMB SEO, you not only enhance your local search ranking but also strengthen your overall digital marketing strategy.

Next, we'll dive into advanced strategies to take your GMB optimization to the next level.


Optimizing your Google Business Profile (GMB) is essential for any local business looking to increase visibility, credibility, and customer engagement. By following the steps and strategies we've discussed, you can significantly boost your local search ranking and attract more customers.

However, managing and optimizing a GMB profile can be time-consuming and complex. That's where we come in. At Merchynt, we specialize in comprehensive GMB management services that take the guesswork out of local SEO.

Why Choose Merchynt?

  • Expertise: Our team consists of seasoned SEO specialists who understand the intricacies of GMB SEO.

  • Customization: We tailor our strategies to meet the unique needs of your business.

  • Proven Results: Our clients have seen up to a 159% increase in customer actions, such as website visits and calls.

  • Ongoing Support: We provide continuous monitoring and updates to ensure your GMB profile stays optimized.

Maximize your local search potential with Merchynt's GMB management services. Let us help you stand out from the competition and drive more business your way.

Ready to elevate your GMB SEO? Contact us today and discover how we can help you achieve top rankings and more customer engagement.


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