GOOGLE MY BUSINESS: Optimization tactics you need now.

Author:Job, Matthew

Google My Business (GMB) profiles are listings that let businesses manage how they appear on Google Search and Maps. These profiles are a quintessential element of an optimized digital marketing ecosystem because they contribute to two very important things. First is your first impression. Profiles are the first thing someone sees when they Google search your locations. The second is your SEO. According to the marketing analytics company Moz, GMB profiles account for 25.12 percent of the local SEO equation.

Recently, Google has implemented a series of upgrades to their GMB platform, and there will be many more to come. This article is designed to help your franchise brand capitalize on the features that exists today.

Location Groups

Set up a location group (formerly known as 'Business Accounts') for your brand's GMB profiles. This will provide the franchisor with the ability to add, verify/claim, and manage their network's profiles, giving them a level of control over the content on the accounts, as well as the ability to delete accounts for closed locations and claim new locations without the need of a pesky postcard.

Naming Convention

Use a consistent naming convention for your locations. The name of each location's GMB profile should include a local indicator. For example, instead of having the same 'TITLE Boxing Club' listed for every location, they include local indicators such as "TITLE Boxing Club - Green Hills" and "TITLE Boxing Club - East Nashville." When possible, consider including a keyword in your naming convention. Pop-A-Lock includes "Locksmiths" in their naming convention (example: "Pop-A-Lock Locksmiths of Phoenix"), improving their GMB profile's rank on local locksmith-related searches.


You have the option to choose one 'Primary' category and multiple 'Secondary' categories. Be sure to select relevant answers for all available category boxes, with the 'Primary' category being the most important one. Consider mixing up your 'Primary' category over the course of the year. For example, an HVAC company could have 'Heating Contractor' as their primary category during the winter and Air Conditioner Repair Service' in the summer.

Service Area

Service-based companies like locksmiths, plumbers and electricians do not want to list their address on Google. By setting up a 'Service Area' in their listing, you can let customers (and Google's algorithm) know all the specific cities you cover. You want to submit and publish...

To continue reading