This article was written in early 2021 when the platform was still called Google My Business. Today, it is known as Google Business Profile, and maintaining a presence in Google Maps and the Local 3-Pack has become a critical driver for local businesses. Learn more about our Local SEO services or perform a Website SEO Audit.
Google My Business is a fantastic free opportunity to showcase your business to potential customers. At MMN, we are huge fans of Google My Business (hereinafter "GMB"), and GMB optimization is an integral part of almost every SEO client's strategy. We even have several clients for whom GMB is the core component of their SEO service strategy. The nuances of Google search results vary across different industries.
Google Business Profile (formerly GMB) is the central tool for ensuring local visibility in Google Maps and search results. Regular review management, accurate business hours, and synchronizing service categories with your website allow you to attract calls and direct visits from local customers without spending on ads.
GMB Analytics Challenges and Historical Limitations
As great as GMB is, it had one major problem: data quality and transparency over longer periods. Quite uncharacteristically for Google, this analytics issue was glaringly obvious. That is why many were waiting for what happened at the beginning of the year: Google started addressing GMB data, with the first changes appearing and more expected in the future.
Until now, we could view GMB account data, including direct/keyword/branded search data on a weekly, monthly, and quarterly basis. The same applied to visitor engagement metrics (location/direction requests, website visits, calls, direct messages), as well as photo views.
6-Month Data Overview and Keyword Statistics
The new reporting environment offers data evaluation over the last 6 months, which is a huge step forward. Additionally, you can evaluate in much greater detail which keywords users utilized to find your business profile on Google.
Considering that this is just the beginning, as Google promises to add more data, we can conclude that using GMB will be even more convenient for entrepreneurs and their marketing teams in 2021. The new GMB data view is available alongside previous data, so there is no migration process; new and old statistics can be used in parallel.
Frequently Asked Questions about Google Business Profile and Local SEO
How does Google Business Profile differ from standard SEO?
Standard SEO optimizes your website's organic ranking nationwide or globally, whereas local SEO and Google Business Profile ensure you appear in map results specifically in the city or radius where the customer is located at the time of search.
How often should business profile information be updated?
It is recommended to publish updates once a month, add new photos of services or premises, and respond immediately to all incoming customer reviews, as the algorithm favors active profiles.
How does a Google Maps profile affect overall website authority?
A verified profile with an organized address and a link to your website serves as a strong E-E-A-T and entity signal in Google's Knowledge Graph, increasing trust for the entire site's organic positions.
Want to get your business to the top of Google Maps and local search?
Book a 15-minute strategy call. We will help you organize your profile, optimize keywords, and attract real customers.
Fixed budget. No hidden fees or forced services.