For the 441st episode of Mail-Right Show, Robert Newman and Jonathan Denwood discuss the Google My Business Profile and upfront and forward-facing activities you can do with your profile. Robert Newman is the founder of Inbound-REM, an inbound marketing agency that focuses on residential real estate. Jonathan Denwood, on the other hand, is the joint founder of Mail-Right, a platform that provides CRM lead generation landing pages, email, and text follow-through, all in one great value package, plus a beautiful website and templates. The episode dives into SEO to rank #1 on Google using your Google My Business Profile and shares the weight of how Google measures things.
About Google My Business Profile
Google has gradually transformed the way local businesses are searched. Initially, this shift occurred behind the scenes, with many users unaware of the changes. Before, Google had a platform called Google Plus, which was particularly effective for search engine optimization. This was because Google could analyze the entire social engine, which is predominantly used for business purposes.
Recognizing the potential, Google sought to integrate the activity from Google Plus directly into its primary search platform. As a result, it began to significantly enhance its services, merging the Google Maps search feature with the Google Plus business feature. This integration gave birth to what is now known as Google Business.
The new service functioned similarly to how Google Plus had operated for many years. It provided a long-standing, integrated platform that allowed users to search for businesses and for businesses to promote themselves effectively.
As part of this evolution, Google introduced a strategy to grant greater search prominence in its primary search algorithm to those who actively managed their Google My Business Profile. This tool is free to use and accessible to anyone, requiring only time and a degree of trust in the technology company. Despite any skepticism about large tech companies, significant revenue opportunities exist for businesses that invest effort into optimizing their Google Business Profiles, making it one of the most relevant methods of business promotion today.
Make sure you use the same Name, Address, and Phone.
Users may encounter frequent changes in the platform’s interface and processes when claiming a Google My Business Profile. Although the core process remains consistent, Google occasionally updates how the claim process is conducted. Historically, claiming a page involved a specific procedure, but Google now requires a postcard with a verification code or, more recently, a video of the business location for verification purposes. This shift aims to prevent the misuse of non-official locations as business addresses.
This requirement can be particularly challenging for real estate agents due to varying state regulations regarding home-based businesses. Agents must ensure their business and real estate licenses are in order when using a home address. Failure to provide proper incorporation details or discrepancies between listed addresses and business licenses can lead to profile issues or removal. Google may scrutinize submitted information rigorously, and problems can arise if profiles are set up without the necessary documentation or preparation. Remember, Google wants consistency.
Additionally, managing consistent business information across multiple platforms can take time and effort. Large data providers often collect and distribute business data without the owner’s direct knowledge. This can complicate address changes and negatively impact search rankings if not adequately addressed. To rectify inconsistencies, businesses may need to engage professional data management services, such as Localize, InboundREM, or Bright Local. These services help ensure that business information is accurately updated across all listings, aligning with Google’s emphasis on expertise, experience, authority, and trust.
While maintaining an accurate and consistent online presence is crucial, real estate agents should focus on these fundamental aspects to improve their search rankings. Investing in professional services or platforms that specialize in local SEO can significantly enhance visibility and ranking in search results.
Provide business categories and subcategories.
The appropriate business categories and subcategories are essential for optimizing a Google Business Profile. Research suggests that while the choice of subcategories may vary in importance, selecting the correct main category is necessary. Subcategories should be relevant and accurately reflect the services you provided.
Like other Google services, Google Business Profiles rely on comprehensive evidence to validate your business. To leverage this platform effectively, businesses, including real estate agents, often list every available subcategory, even if it does not directly relate to their operations. This approach is common despite only being necessarily beneficial in some cases.
Google’s verification process involves cross-referencing information from the business’s website, Google Maps, and reviews. Therefore, ensuring that the categories and subcategories listed are supported by relevant website content and reviews about your business or service is essential. This validation helps Google accurately recognize and categorize the business, making it essential to pay attention to all sections of the business profile and ensure that they align with the provided categories and subcategories.
Increase your visibility with eye-catching visuals.
Uploading engaging images and videos about a particular area can significantly enhance visibility. This is especially true when content is uploaded from a mobile device, intrinsically linked to various other Google My Business Profile features. The primary advantages include presenting updated content that resonates with the target audience and incorporating geo-tagging features.
Geo-tagged content helps Google verify the authenticity of the location where the image or video was captured. This confirmation ensures that the content is genuine and not manipulated. Latitude and longitude data embedded in mobile uploads contribute to location accuracy. Real estate heavily relies on location-specific details, and Google aims to refine search results by narrowing the focus to specific cities rather than broad regions. This approach benefits both the search engine and the consumer by making the search results more relevant and easily understood. As a result, businesses are increasingly featured in Google Business Profiles with greater geographic specificity.
Provide consistent and rich content with GMB posts.
Google My Business (GMB) posts offer a platform for creating micro-posts, which can be a valuable addition to a content strategy. For those already active on other social media platforms, it is beneficial to repurpose content for GMB as well. This approach ensures consistent messaging across platforms without requiring the creation of separate content unless a dedicated agency, such as InboundREM, is handling your content strategy.
Regularly posting on GMB, especially with content already shared on other platforms, can signal to Google and potential clients that the business is active and relevant. It is also advisable to share content that resonates with a local audience searching for the business on their mobile devices.
Real estate professionals can also leverage GMB posts effectively by including listing data, which is highly relevant for users seeking property information. Although listings must be manually entered into GMB, integrating this content can enhance the profile’s visibility and appeal. If a business already employs a strategy on platforms like Instagram, following that content on GMB can be streamlined and efficient, taking minimal additional time.
User engagement metrics, such as clicks, time spent, and interactions, significantly improve search rankings across Google’s tools. Content should be tailored to address the needs and interests of the audience, answering critical questions about properties and services. Including educational content about the real estate profession occasionally can also add value.
Utilizing both Instagram and GMB can result in quick and effective conversions. With similar content strategies, updating both platforms can seamlessly integrate into the daily workflow, benefiting from the ease of execution and potential for enhanced visibility.
Advice to Agents Who are Working from Home and for Security, Especially the Female Real Estate Agents
There are a few options to consider. However, each comes with its own set of challenges. First, working with a legitimate broker can be a viable solution. Using the broker’s address, agents adhere to Google’s service rules, avoiding potential issues. This approach is entirely acceptable and ensures compliance. However, it is essential to note that Google My Business is location-based, meaning that the broker’s address will determine the ranking in search results. This might not be ideal if the agent operates in a different area from the broker’s office.
Alternatively, agents might consider renting a small section of a pop-up office. These spaces can include options as minimal as a mailbox but within a legitimate office building. This setup allows for a professional address without needing a whole office lease. It is a practical solution for those requiring a formal address but with limited space needs.
Agents should carefully evaluate the importance of a physical location relative to their business operations. For instance, an agent living in Santa Monica who wants to sell properties in Beverly Hills may face challenges due to Google’s preference for businesses to rank higher in the same city as their operations. Google often favors local experts, which means agents who live and work in a particular area might have a competitive edge.
In rare cases, if an agent has power of attorney with someone, listing a business address elsewhere may be possible. While legal and legitimate, this approach involves several steps and may require navigating Google’s customer service to address potential complications.
Overall, agents may consider these options, but they should always choose the one that best suits their circumstances and business needs.
