Some Strategies for Managing Multi-Location GMB Listings

Navigating the intricacies of managing Google My Business (GMB) listings for a multi-location business can be a tough task for marketers. However, armed with the right strategies and tools, it can be turned into a seamless process that boosts visibility and fosters customer engagement. This article will guide you through key strategies such as extracting keywords, optimizing your GMB content, leveraging local keywords, and managing your online reputation for efficient GMB listings optimization.

For marketers optimizing a multi-location business, managing their Google My Business (GMB) listings has become increasingly challenging. When you have multiple locations, it can be difficult to monitor the performance of all of the different GMB locations. 

Fortunately, there are a few key strategies that you can use to make sure your GMB listings are optimized for maximum visibility and engagement. As of early 2023, it’s possible to extract keywords from GMB for all your locations at the same time via the API or third party tooling. These keywords can be used in your Local Search content strategy (descriptions, posts or service descriptions).

GMB Content strategy 

It is important to develop a content strategy for all of your locations. First you ensure that each listing has up-to-date information about hours of operation, address, contact information, photos, videos and customer reviews. That would be considered the foundation.

After that, consider adding unique content such as posts or (individual) offers related to each location so that customers know what services are available at each specific address. This is especially important if you have different types of locations because customers may not know what products or services are available at specific locations. 

Keywords for GMB content strategy

Keywords extracted from the GMB API are a fundamental inspiration source of any GMB content strategy. Through the strategic use of these keywords, businesses can create more targeted and effective content that appeals to their target audience, and score on Local SEO. It's important for businesses to monitor “the keywords potential customers or visitors are using in their local searches” to ensure that their GMB content continues to stay relevant and most importantly, useful to its readers. Additionally, by understanding the context behind chosen keywords, businesses can craft even better optimized posts for maximum visibility and long term success.

What to do with local keywords on Google my Business

- Local GMB keywords can be put to work in Google Posts. Google Posts allow you to engage with your audience in an exciting way. So incorporate your top generic keywords in your posts. 

- Local GMB keywords can be put to work in GMB Description. Make sure to let Google and potential visitors know that your business is relevant by including the most important and sought after keywords in your business description.
- Local GMB keywords can be put to work in the GMB Services and Product sections. You can upload products manually, and update a service description (which is only visible on mobile phones). A great way to tell Google what it is you're selling or offering.
- Local GMB keywords can be put to work in your GMB Title. Although the effectiveness of including keywords in your GMB title is controversial, it’s still worth exploring. Just be sure to do it in a way that makes sense for your potential customers, and remember that it’s against Google policies, so proceed with caution.

Please note that other than the keywords in the title, the other locations dont necessarily imporve the ranking on maps.

Extracting Keywords from Google My Business Insights for a single business

To extract keywords from Google My Business:

1. Log in to your Google My Business profile.
2. Select Performance.

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3. At the top, select a date range for your report and select Apply.

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4. Head over to the "Searches breakdown’’ section. This section lists the top search queries used to find your business. Export the list of keywords and use them to create relevant website content that satisfies your customer's needs.

Extracting Keywords from Google My Business Insights for multiple Location GMB accounts

For multiple businesses, all keywords can be extracted through the Google My Business API. Or via Local SEO tools like for example GMBapi.com. With GMBapi's Multi-Location Local SEO software you always have access to all the keywords from Google My Business Insights for all locations in one handy overview. Get a clear understanding of each keyword's impression count, and track month-on-month changes with ease. 

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Just looking at these local keywords is not going to impact business, you need to find ways in which you can use these above and beyond the stuff already mentioned above. For multi location businesses, one more way in which you can use your local keywords is in the reputation management efforts.

Reputation Management 

Your potential customers read your reviews. And they trust them. So no need to explain to you that Google reviews are important. As a matter of fact, a stunning eighty nine percent of potential customers are more likely to choose a business that responds to all of its reviews. It is a major conversion factor - so managing this across all your physical locations is one of the biggest impact items you can do as a central marketer for your multi location business. 

Use GMB keywords in replies 

Tip, use GMB keywords in replies on reviews. Using relevant keywords in comments aligned with the topic of the review helps showing potential customers your values, products and services. Letting customers know that you take their opinion seriously, and respond to feedback, help you get people from your listing into your location. Furthermore, managing and responding to customer reviews about your business is one way to improve your local ranking on its platform.

Multi-location local SEO solution

Having multiple addresses doesn’t mean having multiple challenges when it comes to optimizing your GMB accounts - by following these steps outlined above businesses with many addresses can optimize their GMB listing with local keywords for maximum visibility and engagement. A handy tool that we mentioned is GMBapi, but there are more tools around like for example Yext or Uberall. These are all local SEO tools to optimise your GMB listings.

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In conclusion, optimizing your Google My Business listings doesn't have to be a daunting task, even for a business with multiple locations. By employing the strategies outlined in this article, such as utilizing local keywords and managing your online reputation, you can boost your business's visibility and engagement on the platform. Tools like GMBapi, Yext, or Uberall are some of the local SEO tools that can aid you in streamlining this process and maximizing your GMB optimization.