Fix Local SEO with Google My Business

Local SEO means focusing on your company’s surroundings and nearby areas. Instead of looking at how you can reach all of Sweden, you shift your focus to how you can appear when someone in your city or municipality Googles your keywords, brand, or company name. A smart way to get visibility is by using Google’s free tool: Google My Business. Showcase your company and build a strong online presence.

Show up in map searches

By adding and verifying your business address, your company will be marked on Google Maps. Many people use the map feature to find restaurants, services, products, and hotels near them. Of course, you want to be visible here! Especially if there’s high competition for the keyword and it’s difficult to reach the top positions. For example, if we search for “restaurants Örnsköldsvik” on Google, we get this result:

This appears at the very top of the search results, before the organic listings but below the ads. Here you can see information such as ratings, address, opening hours, images, and a map showing where the business is located. Usually, the top 3 ranked map results are shown first. You then need to click on “more places” to see other restaurants.

If you click on “more places” or on the map, you’re automatically taken to Google’s Maps tab, where you can see a larger map and more options. If you then click on a restaurant, you’ll see all the information the business has entered in Google My Business, as well as reviews from objective sites such as TrustPilot and TripAdvisor.

Alternatively, someone might search for your company name. With Google My Business, a large box will appear to the right of the search results showing summarized information about the company. Below you can see an example when searching for “brath”:

As you can see, there’s plenty of space for information in the box, as well as options to follow links for even more details.

How to get started with Google My Business

First, search for your company name to see if you’re already listed on GMB. Businesses that have had a website for a few years are usually already placed on the map. If so, you need to claim ownership of the information. If your business isn’t listed, you’ll need to add it. You can do both by following this link: https://business.google.com/create.

Follow the instructions at the link and make sure to fill in as many details as you can. The more information you provide, the more Google can display and use to determine if your business should appear in different searches.

It’s important to verify your account and ownership

To filter out fake accounts and businesses, Google requires you to verify that you are the owner and that the business exists. You can verify in several ways, but not all options are available to everyone. The easiest way is usually by regular mail. Google will send a letter to your business address with instructions on how to verify ownership. This way, Google can confirm that your physical address is correct and that you actually own the business. You can read more about verifying your GMB here.

Google will not display your business or any changes you make until you have verified ownership.

Always add photos

An important part is adding photos, primarily your profile photo. It shouldn’t just be a large logo but rather an image that represents your company well. You can and should add a logo, but that shouldn’t be the profile picture. The profile image could be photos of employees, the building, or a product you sell that represents your business.

You can also add more photos besides the profile and logo that visitors can browse through. For restaurants and hotels, of course, you’ll want to add extra images of beautiful dishes or rooms. Online retailers may want to showcase their best-selling products, while consultants can show their employees “in action” at workplaces.

Analyze Google My Business data

Google continuously collects data that the owner of a GMB account has access to. With this data, you can see how visitors found your business, what actions they take (do they click on your links or call?), how many click on your photos, and so on. Google calls this data Insights, and it’s important to keep an eye on it. By analyzing the data, you can see if you need to add something, change something, or if things are—hopefully—going really well!

You don’t actually need a website for Google My Business

One thing about Google My Business is that you don’t need to have your own website to appear online. Not all businesses feel they need a website (we’d probably argue otherwise), but with Google My Business, you can show up online without maintaining and optimizing a site.

In the end, Google My Business is another tool that helps you optimize your online presence and makes you more visible in search results. Even though GMB is primarily aimed at local SEO, it can also help you nationally—especially if you work in a niche industry with few competitors!

Good luck!