[SMK] Social Media Knowledge


Google My Business Streamlines Updates

Google Enables GMB Editing Directly From Maps & Search 

One of the surprise marketing stars of COVID-19 has been Google My Business.

Initially launched in 2014, Google My Business has, over the past few years, been quietly, yet steadily getting better and better. Adding new, useful features, and becoming integral to other Google surfaces, i.e. Google Maps.

With organisations having to do the lockdown hokey cokey (SMK is Melbourne-based, so know the pain well), keeping searchers up-to-date via Google My Business has become an increasingly valuable communications channel for impacted organisations.

Particularly, given the explosion in Zero-click searches in recent years.

Thankfully, to help make managing Google My Business easier, Google is now enabling businesses to update their listing details while they’re being viewed in Google Maps and search results.

The latest changes streamline day-to-day management since organisations will no longer need to log-in to Google My Business, for updates and edits.

Streamlined Google My Business Management

Google claims that organisations make more than 15 million edits to their Business Profiles each month. Everything from updating phone numbers, to changing opening hours, service delivery options and sharing COVID-19 safety requirements with customers.

Therefore, this recent update, will no doubt send these tweak volumes through the roof, raising suggestions that, in time, a Google My Business profile might well become more useful than a Facebook Page…

Tom Pritchard, Product Lead, Google My Business

“Today, we’re making it easier to update your Business Profile directly from Google products you already use. Now you can create posts, reply to reviews, add photos and update business information right from Google Search and Maps.”

After all, other than the new Shops feature, what do Facebook Pages, really have going for them? Organic reach has been in the gutter for years, and Pages are seldom visited, therefore in most cases daily it's just tumbleweed or trolls.

If not both.

If you haven’t done so already, getting verified for Google My Business is quite straightforward.

Most local businesses verify by mail. However, some businesses, like service area businesses, have other options like verification by email, phone, or Search Console. Something especially handy, and probably necessary, nowadays given any relevant lockdown restrictions.

Editing & Updating Directly From Search & Maps

To make edits to your listing from either search results or Maps, first, make sure you’re signed in with the Google account used to verify your business.

On Google Maps, tap your profile picture on the top right corner of the mobile app and select “Your Business Profile” to access the profile management tools.

On Google Search, you can simply search for your business to begin making changes.

You can look up your business by searching for its name, or using the query “my business”, and away you go.

But wait, there’s more…

Tom Pritchard, Product Lead, Google My Business

We’re also rolling out more free tools on Google Maps and Search that will help you understand how your business is performing and how you can enhance your online presence. Business owners and managers will see a revamped performance page with new customer interaction insights.”

This data will be available monthly at launch, rather than in real-time, like Google Analytics.

Might Google Business Manager Become “A Thing”

Alongside the expanded reporting, it appears that Google is looking to unify a business’ presence across various offerings, something much needed, given its piecemeal and fragmented nature.

Whilst Facebook Business Manager is a bit of pig at time times (don't even mention Creator Studio), Google would benefit from something similar. Which, on the face of it looks like what it could be working on.

Tom Pritchard, Product Lead, Google My Business

“All of these features will be available on an upgraded merchant interface that will offer helpful recommendations about how you can improve your Google presence. Whether it’s adding information to your Business Profile, responding to recent customer reviews, or using Google Ads to help your business stand out.”

In the meantime, you can also continue to use the Google My Business website and mobile app to update business information and connect with customers.

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