Showing up on Google My Business (GMB) is not accidental. Understanding what moves the needle is vital to focusing efforts where it matters most. In this presentation, I show how local search works, what changed in 2018, and some tips and tactics for optimizing in 2019, I presented this slide deck to members of the Heart of the Valley Chamber of Commerce in Kaukauna, WI on January 10th, 2019.

1. Google My Business
Optimization for 2019
Daniel Morell – CairnTek LLC

2. Who am I? What do I do?
Services:
 Website Design and Development
 Website Management and Support
 Website Hosting
 Search Engine Optimization

3. What is Google My Business?
Google My Business (GMB) is a free
tool that allows you to manage
some of the data about your
business that Google shows in
search results and Google maps.

4. Where is GMB Data Visible?
 The Knowledge Panel
 The Local Pack
 Google Maps

5. The Knowledge Panel

6. The Local Pack

7. Google Maps

9. Google Ranking Algorithms

10. Organic Algorithm Local Finder Algorithm
≠

11. Local Finder Ranking Algorithm
Relevance Prominence Proximity Rank

12. Relevance
 GMB Category Associations
 Keywords in GMB Business Name
 Citations on the Primary Data Sources
 Keywords in Reviews
 Keyword in GMB Landing Page

13. Prominence - GMB
 Completeness of GMB Listing
 Quantity Google Reviews (with text)
 Quality/Authority of Structured Citations
 High Star Ratings on Google

14. Prominence - Website
 Quality/Authority of Inbound Links…
 To whole website
 To GMB Landing Page
 From Locally Relevant Websites
 Domain Authority
 Internal Linking

15. Proximity
 Proximity of Address to the Point of Search
 Physical Address in City of Search
 Proximity of Address to Centroid

17. GMB Changes in 2018

18. GMB Changes in 2018
 Videos come to GMB
 Restaurants can now add menu items directly in GMB
 Google starts showing ads in the 3-pack more often
 Google launches product posts
 GMB adds the business description field
 GMB adds services field

19. GMB Changes in 2018
 Review gating is now against the GMB guidelines
 Google posts now accept videos
 GMB launches offer posts
 Google now emails customers review responses
 Google removes anonymous reviews

20. Tactics and Tips for 2019

21. Have A Local
Physical
Location
 Have a physical location in the city you
want to appear for
 Service Area listings are second class
citizens

22. Get More Reviews
Ask your customers for reviews.
Gather reviews on…
Google, Facebook, Yelp, BBB, your website.
 Use a review tool…
gatherup.com
 Be human not digital

23. Use Posts
 Post…
 News
 Events
 Sales/offers
 Product highlights
 Use photos/videos
 End with a compelling CTA

24. Optimize Your Website
Do you have pages targeting the search
queries you want to rank for?

25. Optimize Your Website
 Eliminating thin content by…
 Removing, Expanding, or Combing pages.
 Optimize local relevancy (Your site should yell ‘Fox Valley’.)
 Make sure your site is crawlable/indexable.
 Increase internal links and CTAs on well-visited pages.
 Think normal SEO but every keyword ends in your city or ‘near
me’.

26. Build Links
 Join Chambers of Commerce and
Business Associations
 Sponsor local causes
 zipsprout.com
 Get listed on your manufacturer’s
Retailers Pages
 Get covered in local newspapers

27. Report Spam
 GMB Spam is rampant
 Keyword stuffing name
 Fake reviews
 Fake listings

32. Questions