Google My Business (or GMB) is a business listing on Google that allows your company information to be output by Google in a variety of different results.
What Is Google My Business Useful For?
When users search for localized keywords or terms using Google, they’re presented with relevant local business results, all tailored to the search term used. These searches can happen in a variety of places, including:
- Google app search
- Google search in third-party browser or Google Chrome (mobile/desktop)
- Google Maps in mobile/desktop browser
- Google Maps app
- Google Home voice search
- Google Assistant voice search
Let’s assume you have a car wash business on the South Coast. When someone searches for ‘car wash lower South Coast’ you’re going to want your business to appear in the results provided by Google, as this is someone who is looking for a business like yours in your area. This is where your Google business listing (as a completely separate entity to your website) comes in.
It’s also worth noting that, if Google has access to a searcher’s location, local results will be triggered by anything that’s seen by Google as a search with a local intent, which could be as simple as ‘car wash’ or ‘barber’ (without the need to add ‘near me’ or ‘KZN’)
Depending on where they’re searching, the consumer will see local pack results, Google Maps results, or even have the local pack results read out to them by a Google Assistant.
While the businesses surfaced by the search should be the same, what actually shows in the Google listing depends on the search type. For example, Google will show just a few elements of GMB in your Google Maps listing, but results in the local pack are much more rich, including review stars, photos, and sometimes even a snippet of a review.
When you set up your GMB listing, in addition to the wider visibility you get, you’ll have access to Google My Business Insights, which provides detailed information on how and where consumers are searching for your business, as well as how far away they are when looking for directions, and much more.