Having an optimized Google My Business (GMB) listing is crucial for any local business looking to improve visibility and acquire more customers in Manchester.
With over 98% of searches on Google being local or location-based, appearing prominently in local SEO results can significantly boost website traffic, store visits and sales.
Optimizing your GMB listing brings a range of benefits:
- Increased visibility for local searches related to your products or services in Manchester. You are more likely to appear in the coveted local 3-pack and map listings.
- More website clicks and walk-in customers as you will appear prominently on Google Search and Maps. An optimized GMB acts as a trust signal for searchers.
- Improved customer engagement through reviews, posts and seamless contact options. Customers can easily get in touch and learn more about your Manchester business.
- Establish yourself as a recognized local authority in your industry in Manchester. Positive customer experiences build trust and reputation.
Let’s look at some best practices to fully optimize your Google My Business listing for higher local SEO rankings in Manchester.
Chapter 1: Setting Up Your GMB Account
To appear for relevant local searches in Manchester, the first step is to create and verify your Google My Business account.
Here is a step-by-step guide to setting up your listing:
Use a Professional Business Email Address
When creating your account, use an email associated with your business domain rather than a personal address.
For example, email@yourbusiness.com looks more legitimate than a Gmail or Hotmail address.
Enter Accurate Business Information
Provide your exact business name, full address, phone number and website when claiming your GMB listing.
Double check that all details match your website and other business citations. Inconsistencies can negatively impact local rankings.
Pick Relevant Categories
Select categories that closely match your products and services offered in Manchester. For example, a restaurant’s primary category could be “Restaurant” or “British Restaurant”.
Choose just 1-2 secondary categories maximum to avoid appearing spammy.
Upload High-Quality Photos
Include exterior and interior photos of your local Manchester business. Images should be well-lit, high-resolution and showcase your offerings.
Having the maximum of 10 photos helps your listing stand out.
Write an Appealing Business Description
Keep your description short, informative and keyword-rich. Mention your location in Manchester and highlight your unique offerings.
This snippet is often displayed prominently in local pack listings.
Provide Complete Contact Information
Listing your business phone number, email and website URL makes it easy for local customers to get in touch.
Your website should have your local Manchester address listed.
Chapter 2: Local SEO Best Practices for GMB
Optimizing your Google My Business listing itself is just one part of ranking higher locally in Manchester. You also need to incorporate some core local SEO best practices.
Ensure NAP Consistency
Your Name, Address and Phone number (NAP) should be completely consistent across directories like Yelp, Facebook and your website.
Identical NAP signals trust and accuracy to Google. Any inconsistencies can negatively impact local SEO rankings in Manchester.
Leverage Google Posts
Posting updates, events and content directly to your GMB listing can help drive engagement from local Manchester customers.
Posts appear in Google Maps and Search, providing added visibility.
Encourage Customer Reviews
Positive online reviews build trust and social proof for your Manchester business.
Prompt happy customers to leave detailed reviews on your GMB listing and respond professionally to any negative feedback.
Monitor and Respond to Reviews
Check your GMB listing regularly for new reviews. Being proactive shows customers you value their feedback.
Replying to reviews – positive and negative – also helps build engagement.
Create Schema Markup
Adding schema markup to your website’s code helps search engines understand your business info and improve local SEO rankings for Manchester.
Common schemas include LocalBusiness, FAQPage, Review and Event.
Build Local Links and Citations
Earn links and citations from Manchester-related websites to strengthen your local SEO authority.
Directory listings, local blogs and newspaper mentions all count as trusted local citations.
Chapter 3: Optimizing Your GMB Listing
Now let’s look at some optimization tips specifically focused on your Google My Business listing itself:
Keep Information Complete and Accurate
Regularly verify all details – address, hours, phone number, photos – are up-to-date and consistent with your actual Manchester business.
Outdated or incorrect info could get your listing suspended.
Use Keyword-Optimized Fields
Optimize your business name, categories, description and other profile fields with relevant local keywords and phrases, such as “Manchester”.
This helps Google understand the relevance of your business.
Add Photos, Virtual Tours and Menu Links
Visually showcasing your products, services, space and staff helps bring your Manchester business to life.
Virtual tours give searchers an inside look at your location.
Enable Booking and Products Features
If applicable, turn on the bookings, appointments or products features in your GMB listing.
This makes it easy for local customers to purchase your services or goods directly from Google.
Link to Social Profiles
Connect your Facebook, Twitter and Instagram business profiles to your listing.
Cross-linking signals authority and provides additional ways to contact and engage with your business.
Chapter 4: Monitoring Your GMB Performance
To refine your local SEO strategy for Manchester, you need to regularly monitor key performance metrics for your Google My Business listing.
Track Views, Searches and Actions
Monitor how many people are finding your listing (views), what searches led them there, and what actions they took (calling, getting directions etc).
This reveals how well your GMB optimization is working.
Analyze Website Clicks
Website clicks show how many local searchers visited your site after seeing your listing.
Low numbers indicate issues with your title, description or photos.
Check Calls and Directions
Calls and requests for directions demonstrate that local Manchester customers are engaging with your business offline after finding you on Google.
Review Customer Engagement Metrics
Statistics like average review rating, review volume and click-through-rate tell you how your Manchester GMB listing resonates with searchers.
Set Up Goals in Google Analytics
Creating goals in Analytics for phone calls, contact form submissions and location visits lets you attribute local conversions to your GMB listing.
Benchmark Against Competitors
Compare your GMB metrics to competitors to identify strengths, weaknesses and opportunities for improving your local SEO strategy in Manchester.
Conclusion
Optimizing your Google My Business listing is a highly effective strategy for boosting your local SEO rankings in Manchester.
By following the steps outlined in this guide – verifying and completing your listing, incorporating local SEO best practices, optimizing your profile fields, and monitoring key metrics – you can dramatically improve visibility and engagement among local Manchester customers searching for your products and services.
The impact of an optimized, search-friendly GMB listing on lead generation and conversions can be significant. Don’t miss out on connecting with this huge local audience – take action today to get your Manchester business found on Google.
