Google My Business (GBP): Definition, challenges, and explanations

Google My Business, often abbreviated as GMB, is a free platform offered by Google that allows businesses to create and manage their business listings on Google Search and Google Maps.

This listing includes essential information such as the company name, address, opening hours, phone number, and even customer reviews.

The main purpose of Google My Business is to help businesses increase their local visibility by making it easier for users to access reliable information directly from the search engine.

Google My Business is a key tool for any local digital marketing and SEO strategy because it significantly improves a business's visibility on the internet, particularly among potential customers located nearby.

Using GBP allows you to control how a business appears on Google Search and Maps, providing a polished and professional first impression.

It also allows you to interact with customers via reviews, publish news, offers, and photos to build trust and loyalty, which is crucial for increasing conversion rates and revenue.

To use Google My Business, a business must first create an account and claim or register its business listing by providing accurate information about its activity.

Once the listing has been validated by Google, it becomes visible on Google Search and Google Maps when relevant local searches are performed by internet users.

Managers can update information, respond to reviews, add photos, and publish posts to engage users and optimize their online presence.

Among the advantages of Google My Business are improved local visibility, a free and easy-to-use tool, direct interaction with customers via reviews, and improved local SEO.

However, there are drawbacks, including the need for regular management to keep the listing up to date, the risk of false reviews that could damage reputation, and dependence on the Google platform for visibility.

It is also important to note that competition for local results can be intense, making differentiation sometimes complex without optimized management.

A restaurant can use Google My Business to display its opening hours, menu, photos of the premises, and respond to customer reviews, thereby improving its local reputation.

A local store can publish special offers or seasonal events to attract specific local customers and increase foot traffic in the store.

Independent professionals such as plumbers and hairdressers also use GBP to strengthen their local presence and collect reviews that will guide future customers in their choices.

• Google My Business: The official platform for managing your presence on Google Search and Maps.
• SEMrush: Detailed article on using and optimizing Google My Business.
• Reddit: Community discussion about Google My Business profiles for online businesses.
• Yext: Resources and guides to effectively optimize Google My Business.
• Forefront Web: Analysis of the relevance of Google My Business for businesses.