Having an optimized Google My Business listing is incredibly valuable. Not only will having an optimized listing make your business stand out against your competition, but it will also help you rank on the first page of the search results. Here’s a quick guide on how to optimize your listing for success.

15 steps to optimize your Google My Business listing

#1. Business name

When you add your business name to your Google My Business listing, make sure to use your actual business name — your legal business name, the name you would put on your business card.

Do not try gaming the system by adding keywords to your business name, or adding your city or your location to your business name. This will only hurt your rankings.

#2. Primary category

Next, select your primary category. Don’t get caught in the weeds here. Even if you do multiple things, only select one category. There’s a predefined list to choose from, and it’s important to pick the category that makes the most sense for your business — the most important category that defines what you do.

If you do multiple things, pick the one that you would expect the most sales to come from. Think about the most important keyword for your business, and select that as your primary category.

Power tip: Once you’ve chosen your primary category, optimize your website with that primary category keyword. Use the same phrasing from your Google My Business listing in your website content. Include it in your title tag, homepage content, headings — everywhere you can that makes sense authentically and naturally.

This will help to connect the dots between your Google My Business listing and your website, which will help you rank higher.

#3. Secondary categories

The secondary categories are where you can identify the other things that you do. And, it’s important to only select categories that apply to your business and industry. Don’t select a bunch of different categories just to select them. This will only confuse Google and prevent you from ranking.

Power tip: Just like with your primary category, you want to make sure that you include your secondary categories on your website. Service pages and/or product pages are the perfect place to use them naturally.

#4. Address

Add the address of your physical location to your Google My Business listing, making sure that it appears exactly as it does on your website. If you spell out “street” in the address on your website, spell it out on your Google My Business listing.

If you don’t have a physical location, you can note this on your Google My Business listing and include your service area instead. Never use a fake address. This will only damage your ranking in the local search.

#5. Service areas

If visitors don’t come to your physical location — and you serve people in a specific geographic area — add the areas you serve to your Google My Business listing.

Keep in mind that you’re not likely to show up if you select a service area that’s more than 20 miles away, so don’t try to rank in other places by adding service areas outside of your region. Instead, only add your true service area to your listing.

#6. Business hours

If there are specific hours when your physical location is open, or when people can call to schedule an appointment or speak with a customer service representative, you need to include those hours in your listing.

This is also the place where you can indicate any special holiday hours you may have, or if you’re planning to be closed on specific holidays.

#7. Primary and additional phone numbers

Make it easy for prospective customers to contact you by adding your primary phone number, as well as any additional phone numbers you can.

If you have a local phone number, you’ll rank higher if you make it your primary phone number. If you have an 800 number or a call tracking number, use these as your secondary phone numbers.

#8. Website

Add your website’s URL to your Google My Business listing. While it’s ideal to add your homepage, you can also choose to add a specific product or service page if that seems more appropriate.

If you have multiple locations, you’ll need to set up multiple Google My Business listings. In this case, add the appropriate site or page for the location on each listing.

#9. Appointment URL

If you offer online booking, it’s important to add the URL of the page where prospective customers can schedule an appointment. Even if you just have a lead form that someone can fill out to be contacted about an estimate or an appointment, include the URL to it on your listing.

#10. Service / product information / menu

Depending on the type of business you have, you’ll want to add your services, products or menu to your Google My Business listing. This tells prospective customers what you have to offer.

Don’t just add links to product pages or service pages to your Google My Business listing. Add unique descriptions of each product or service. The more content you add to your listing, the better you’ll rank. If you have seasonal products, services or menus, make sure that you keep them updated throughout the year.

This is an area that a lot of business owners skip, so you’ll make yourself instantly stand out by having up-to-date services, products or menus.

#11. Business attributes

Attributes are similar to secondary categories, and they include things like how many bathrooms you have, if your business is handicap accessible, etc. You’ll have a pre-populated list of attributes to to choose from.

Be honest and authentic when choosing your business attributes, and don’t choose any that don’t apply to your business.

#12. Business description

Your business description is the money line for your business, and it’s important to get it right and stay within the character limit, which is 750 characters.

Keep your description high level and targeted to your brand, like your elevator pitch. Don’t include links or emojis, but do include your best keywords, including your primary category, as well as secondary categories if they fit naturally.

#13. Add pictures

Adding high-quality photos to your Google My Business listing is incredibly valuable. Businesses that include pictures in their listings rank higher in the results, so it’s important not to skip this step.

The photos you add to your Google My Business listing should include your logo, the exterior and interior of your business, your team, your work, etc. Update your pictures frequently — on a monthly basis if possible — to keep your listing fresh.

Power tip: Take pictures with your smartphone to add to your listing, because it will capture information about the picture, like where you took it, and name the picture when you save it. The filename of the picture is also important, and it’s an opportunity to include your business name or category.

#14. Store codes and labels

If you have multiple locations, label each store and give them store codes. This will help you stay organized and gives Google more information about your locations.

#15. Get reviews!

Last but certainly not least, your Google My Business listing will rank higher if you get reviews. The more reviews that you have on your listing, the higher you’re going to rank.

The easiest way to get reviews is simply to ask your customers for a review after you do business with them. Getting reviews from your customers is unbelievably important and valuable, and you need to focus on getting reviews on a consistent basis. Don’t just do this once and forget about it.

Make sure that you have new reviews coming in every week, and try to have more reviews and a higher average rating than your competitors in your area.

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By getting reviews and optimizing your profile, you’re going to rank! If you need help getting or managing reviews, learn how Marketing 360®’s reputation management software — the Reputation app — can help you get it right. See our plans and pricing.