Need help with marketing? Get your personalised Marketing Support Pack.

IMC12: Google My Business walkthrough

From claiming your listing, setting the correct categories to optimising for local SEO


Why use Google My Business (GMB)

  • Only way to get into the local pack
  • Small factor (<9%) in regular SEO
  • Get a knowledge panel Collect reviews
  • Control of your map listing – Anyone with a Google account could: suggest an edit, post photos, ask awkward questions

Screen-share of Google My businessCreating/claiming a listing

Getting your profile info order

  • Title – Your company name plus keywords if they read well
  • Categories – Help ranking. First category is the most important as visible on profile
  • Location – Add address if customer come to you e.g. shop, office. Get the map pin right e.g. 7 Stirling Works, Love Ln, Cirencester GL7 1YG
  • or Services areas (max 20) if you travel to customers
  • Opening hours
  • Special hours  – eg xmas day
  • Phone number – Could use a special number to track calls from listing
  • Google Ads phone
  • Shortname – Create a shortlink to your map page e.g. Doesn’t work for all categories
  • Links – Web, Appointment ?utm_source=google&utm_medium=local&utm_campaign=gmb_listing
  • Highlights – Google will recommend ones you can add e.g Sink Green
  • Description – Does not impact on rank, could help conversions. Show what you can do and how you help

Add Products / Services

  • Recent updates to this as now split into categories, worth reviewing
  • May have products instead (dependant on category)

Add Photos and videos


  • Anything that showcases your business
  • Identity – Business logo, cover image, etc
  • Team – your team in action, around the office, etc
  • If you category allows: 360, Inside and out of office or store


  • A welcome video or tour of the store
  • Why your company stands out versus the competition
  • The company mission, and goals.
  • An inside look at daily operations and customer interactions
  • Customer testimonials
  • Owner, employees, or customers interviews
  • Answer FAQs


  1. What’s New – Limited to seven days, can be up to 1000 words. General updates, blog posts, customer showcase
  2. Events – Promote an event you are hosting, involved in, or supporting. All events require a title, start & end dates, and time. Add a description and details too.
  3. Offers: If you are having any promotions, sales, or coupons, you can use this post type to showcase them. Like events, offers also require titles, start & end dates, and time-frame. The “View offer” CTA is automatically added.

Questions & answers

  • Make sure to monitor, I don’t always get emails
  • Create your own FAQs
  • Perhaps ask clients to seed the questions for you?


Other tips

  • If have duplicate listings, incorrect details. Get someone else to ‘Suggest an Edit’ very powerful way of correcting mistakes
  • Call tracking on website – Change phone number depending on website source. Speak with Ben if you’d like to implement this
  • Add extra users – For marketing team or in case you lose access

Apple maps connect