Google My Business Listings for Multi-Location Businesses: Common Pitfalls to Avoid

These days, if your customers need to know about your business, they’re more likely to simply Google your business name. If they can’t find the right info quickly, they might move on to another option.

That’s when your Google Business Profile (GBP; also known as Google My Business or GMB) comes into the picture. 

In other words, GMB is the first interaction customers have with your business locally. That’s why it is crucial to keep your profile updated to avoid GMB listing mistakes

 

Maximizing Conversion Opportunities with GMB

Local digital searches are where consumers display high purchase intent, often referred to as the “last mile” in the customer journey. This stage is critical because it represents the point where the likelihood of conversion is at its highest. Ensuring a strong local presence through GMB becomes indispensable in capturing these potential customers. By maintaining accurate and up-to-date multi-location GMB listings, businesses can maximize conversion opportunities and effectively connect with customers who are ready to make a purchase. 

Why is Google My Business Important?

GMB is used primarily to help businesses grow their online presence and connect with customers. Furthermore, there are many benefits of GMB. Here are a few of the top ones:

  • Each verified location can appear in local searches, increasing your business’s reach and local presenceMulti-location GMB listings ensure that all your business locations are easily found by potential customers. 
  • GMB listings allow businesses to engage with customers through reviews, posts, and direct messages.
  • Regular updates and SEO performance including interactions on GMB listings can significantly improve your local search rankings, driving more organic traffic to your business.
  • Accurate and up-to-date GMB listings build trust with potential customers by providing essential information such as business hours, addresses, and contact details. This prevents Google My Business listing errors and incorrect GMB information
  • When GMB listings are managed centrally, through the right protocols and processes, it ensures that your brand image remains consistent across all locations. This centralized management helps maintain uniformity in branding, messaging, and customer experience, strengthening your brand’s overall image and trustworthiness. 

 

Why Does GMB Matter for Multiple Locations?

GMB for multiple locations allows you to easily manage all of your different profiles and optimize them to improve your online presence.

Additionally, by analyzing the GMB insights for each location, you can gain valuable information about how customers discover your business and make decisions about how to best market yourself online. Whether you are a small local business or a larger chain with multiple locations across the country, multi-location GMB listings is an essential tool for optimizing your online presence.

Setting Up GMB Listings for Multiple Locations

Setting up multi-location GMB listings can be daunting, but following a structured approach can simplify the process. Here’s a detailed guide to help you get started:

Creating Individual Listings with Consistent NAP details: Start by creating a GMB account and adding each business location individually. This involves entering the business name, address, phone number (NAP), category, and other relevant details for each location.

Example: If “Coffee Bliss” has varying phone numbers or slightly different addresses across its listings, it can result in Google viewing them as separate entities, which can dilute their local SEO efforts.

Verification Process: Google requires verification for each location to ensure the authenticity of the business. Verification can be done via postcard, phone, or email. For most businesses, the postcard method is the default. Ensure that the business address is correct to receive the postcard containing a verification code.

Example: A national retail chain like “Coffee Bliss” with 50 locations will need to create and verify each location separately. The manager of each store receives a postcard and inputs the verification code in the GMB dashboard. 

Common Google My Business Pitfalls to Avoid

Inconsistent NAP Information (Name, Address, Phone Number)

Consistency in NAP information across multi-location GMB listings is critical for local SEO. Search engines rely on this information to determine the legitimacy and relevance of a business. Inconsistent details can lead to confusion, lower search rankings, and a poor user experience.

Solutions

  • Regular Audits of Listings: Conduct regular audits of all GMB listings to ensure that the information remains consistent and up-to-date.
  • Employee Training and Guidelines: Provide training to employees responsible for updating multi-location GMB listings and establish clear guidelines for entering and maintaining NAP information. Consistency in data entry practices helps prevent discrepancies.
  • Automated Alerts for Changes: Implement automated alerts for any changes or updates made to NAP information across your listings. This allows for quick detection and correction of any inconsistencies, ensuring all information remains accurate. 

 

Ignoring Customer Reviews and Ratings

Customer reviews and ratings play a significant role in a business’s online reputation and local search rankings. Positive reviews build trust and attract new customers, while negative reviews, if left unaddressed, can harm your business’s credibility.

Solutions 

  • Responding Promptly to Reviews: Engage with customers by responding promptly to reviews, whether positive or negative. Thank customers for positive feedback and address any concerns raised in negative reviews professionally and courteously.
  • Implementing a Review Monitoring System: Use tools (like ReveiwTracker or BirdEye) to monitor reviews across all platforms in real-time. This ensures that you can respond to feedback quickly and stay on top of your online reputation. Regularly analyze review trends to identify common issues and areas for improvement.

 

Incomplete or Inaccurate Business Information

Providing incomplete or inaccurate business information can deter potential customers and harm your local SEO efforts. Customers depend on GMB listings for precise details. Any outdated or incorrect GMB information can result in missed business opportunities and erode customer trust. 

Solutions 

  • Regularly Updating Business Information: Ensure that all business details such as business hours, services, and contact information are regularly updated, especially during holidays or special events. Keeping this information current helps maintain customer trust and engagement.
  • Utilizing Photos and Videos to Enhance Listings: Adding high-quality photos and videos can make your multi-location GMB listings more appealing and informative, providing potential customers with a better understanding of your business.

Looking Ahead

As the digital landscape continues to evolve, managing multi-location GMB listings will only become more critical for businesses striving to maintain a competitive edge. Leveraging Google My Business effectively can enhance your local presence, improve customer engagement, and provide valuable insights for better marketing strategies. By proactively addressing Google My Business pitfalls, such as incorrect GMB information and GMB location verification issues, you can ensure your business stands out in local searches.

Looking ahead, it’s essential to stay updated with the latest GMB features and best practices. Regular audits and optimizations will help you maintain accuracy and relevance across all locations. 

If you would like to know more about Google Business Profile and local SEO then why not visit us at SingleInterface

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