Why Are Google Properties So Important For High Rankings?
Overview Of Local Business Marketing
Google My Business (GMB)
Google My Business is a free service from Google that allows you to set up a very basic website, upload images, and create posts. Google’s primary purpose is to help businesses improve their brand recognition. However, the real power of GMB comes from Google’s “local Maps listings.” Google will display the top 3 local businesses for a search at the top of the search results page. The page that displays after a search on Google is called a Search Engine Results Page, more commonly known as a SERP.
The Google local maps search is also called the “3 Pack” and, more recently, “the holy grail” of search listings. Being in the Google 3 pack is the target for every local search engine marketing campaign. Google has stated that their newest algorithms attempt to locate listings that are geographically close to the searcher for business services, like plumbers and HVAC companies and businesses with locations, such as restaurants.
What Does Google Want In A Web Page?
Google judges each web page based on Authority, Relevance, and Trust, aka “ART.” If Google considers a web page to have high authority, relevance, and trust, it will be positioned in a high ranking spot in the Google SERPs.
How Do GMB Posts And Images Help Promote A Business?
Here’s a link to a GMB Post For Gravity Fitness And Tennis located in Hailey, Idaho. Google gives any Google entity, like a Google My Business account, GMB website, GMB posts, and GMB images – the highest authority, relevance, and trust ratings. Links from any Google entity are receive Google’s highest rating for “link power.” That is why we use Google properties, like Google My Business to leverage excellent linking which, in turn, boosts the site receiving links to a higher Google 3 Pack listing.
Creating many GMB posts is very helpful for improving visibility, branding, and trust with Google. Adding geo-optimized images to a GMB account will also elevate the business credibility with Google.
What Should I Place In My GMB Posts?
GMB Posts are mini ads that you can use to inform prospective customers about your service, your business, specials, and events. Basically you can put anything into a GMB Post. To be effective a GMB Post should include the service or product name, which represents “key words”, a description and why this is interesting. It should also include an image that is relevant to the topic of the Post. Finally, and this is often overlooked, insert links to the page on your website that discusses the “key words”. Finally, place links to other important business properties, like your GMB website, Google Sites, Google Maps, and Google Drive.
Google limits the size of a GMB Post to 1500 characters. You can place a great deal of Authority, Trust, and Relevance into just one post by laser targeting the topic, then adding interesting content.
How Can I Leverage Google Posts?
Share your GMB Posts on Facebook and Twitter to get maximum power from your GMB post. This creates a link back to your GMB Post, which improves the power of any links included within the post.
What Is Social Media and Why Is It Important?
Social media are interactive computer-mediated technologies that facilitate the creation or sharing of information, ideas, interests, and other forms of expression via virtual communities and networks. Google My Business is not considered a Social Media entity since is is 100% business oriented and does not include sharing of ideas. YouTube, another Google owned property, is considered a Social Media entity. Other major Social Media outlets are Facebook, Twitter, LindedIn, Instagram, Pinterest, Reddit, Quora. To improve visibility and positioning in the local search listings, a business should utilize YouTube videos, Facebook, and Twitter to maximize visibility. Other Social Media can be helpful, but the big three bring the best results for local businesses.
Social Media can be beneficial for online marketing in two ways. It can increase user interaction and, in some cases, direct sales or inquiries for a business. Social Media also helps by providing very powerful links back to a business’ web pages. These links are helpful in improving a business online authority, trust and relevance – and ultimately moving the business’ web pages up in the Google SERPs. Once again, leveraging GMB via Social Media is a very powerful tool.
How Can Using Other Google Properties Help?
Leveraging other Google properties also improves the business’ trust and authority with Google. Those properties include Google Sites, Google Drive, Google Sheets, Google Docs, Google PDFs, Google SlideShare, and Google Images. Knowing how to use these properties correctly will greatly improve a business’ online presence.
How do Web 2.0 sites help a business site?
Web 2.0 sites are websites that allow anyone to create and share online information or material they have created. For promoting a business online, Web 2.0 sites are an excellent place to enter content relevant to the business along with links to the business’ web pages. Prominent Web 2.0 sites are WordPress.com, Blogger, Tumblr, Gravatar, Bitly, OneNote, and Medium. Using Web 2.0 properties wisely can improve linking, trust, relevance and authority; all these contribute to elevating web pages in Google listings. The Web 2.0 sites that have highest value to a business are ones where you can create your own account within the larger Web 2.0, then enter your content and linking.
What Are Online Assets?
Any web page that a business can control is considered an asset. Here’s a brief list of web entities that can be used as online business assets:
- Business Website
- Google My Business (GMB) Account
- Google My Business (GMB) Website
- Facebook Account
- Twitter Account
- Linkedin Account
- Pinterest Account
- Instagram Account
- GMB Posts
- GMB Images
- Google Business Reviews
- Google Classic Sites
- Google New Sites
- Google Drive
- Google Sheets
- Google Docs
- Google PDFs
- Google SlideShare
- Google Images
- Google Map
- Google My Maps
- Business Location Site
How Do I Use Assets To Maximize Linking?
Where should I “point” my links? If you control a number of web assets of high authority, send links directly to web pages you want to promote. Another strategy that creates what we call “safe links” is to create several Google assets that link to your web pages. To boost the link power, send links to those Google assets that you create. Why? Google gives itself and its properties the highest authority and they trust links from those properties. A link from a Google New Sites has much more authority than a link from an obscure website.
Summary – Why GMB Is Critical To Business Online Marketing
Google My Business is a major factor in a business’ online success. Ignoring any aspect of GMB can be costly. Statistics show that the top 3 listings in the Google 3 Pack receive a huge percentage of clicks for a given search. According to Advanced Web Ranking, the world’s longest standard rank tracking tool, the third, second, and first results receive 9.5 percent, 13.81 percent, and 24.81 percent of clicks respectively, for a combined total of 47.79 percent of clicks. In terms of market share, the Google 3 Pack is now the most important online target for a business.
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