If you’re not leveraging your Google My Business (GMB) listing to build trust, you’re leaving money on the table. Plain and simple.
In the digital marketing world, trust signals are everything. They’re what separate the businesses that rank from the ones that fall off the map (literally). But here’s the kicker: your GMB listing doesn’t just need to make customers trust you—it needs to convince Google too.
Why Trust Signals Matter More Than Ever
You’ve heard it before: “Google loves authority and trust.” But in 2024, trust signals are the digital currency that can make or break your local SEO strategy. When a potential customer stumbles upon your GMB listing, two things run through their mind:
“Can I trust this business?”
“Does this business seem legit enough to visit or buy from?”
The same two questions are bouncing around Google's algorithm, albeit in a more complex way. And guess what? The answers lie in how well you’ve optimized your GMB trust signals.
What Are Trust Signals Anyway?
At their core, trust signals are the elements that make your GMB listing credible. Think of them as the digital “green lights” that get customers and Google on your side. According to Levi Williams-Clucas, an SEO guru at StrategiQ, trust signals are a “double-header.”
First, they influence the perception of your business in the eyes of potential customers. Second, they help Google determine whether your business deserves to rank highly in local search results.
It’s not enough to just have a GMB listing. If that listing isn’t optimized to scream “trustworthy,” then your competitors are eating your lunch.
Building Trust with Potential Customers
So, how do you make your GMB listing irresistible to potential customers? Here’s the breakdown:
Reviews, Reviews, Reviews: This one’s a no-brainer, but it’s worth repeating. Good reviews = trust. Google looks at the quantity, quality, and recency of reviews when ranking you.
Photos of Your Business: High-quality images of your location, products, and services build trust. They show potential customers what they’re getting and make your listing feel more “real.”
Consistent Information: Mismatched business hours or different phone numbers across platforms are red flags. Keep your NAP (Name, Address, Phone number) consistent everywhere online.
Active Q&A Section: Customers can ask questions directly on your GMB listing. Use this feature to show off your responsiveness and transparency.
Earning Google’s Trust
You know what Google likes more than anything? Legit businesses. If your GMB listing seems sketchy or inconsistent, you can kiss that top spot goodbye.
Here’s how to signal to Google that your business is the real deal:
Regular Posts and Updates: Google rewards activity. By regularly posting updates on your GMB profile, you show that your business is alive and well. It’s like keeping the lights on for Google.
Accurate Citations Across the Web: Your business’s information needs to be consistent across all platforms—Yelp, Facebook, your website, and beyond. Google cross-references these to ensure you’re not a fly-by-night operation.
Structured Data on Your Website: This is a little techy, but adding structured data (schema markup) on your website helps Google understand your business better, giving you more credibility.
What Hurts Your Trust Signals?
Just as important as knowing what helps your trust signals is understanding what harms them. And unfortunately, it’s easy to mess things up.
Inconsistent Listings: We’ve said it before, but it bears repeating. If your business information isn’t the same across all platforms, Google (and customers) will question your legitimacy.
Negative or No Reviews: A few bad reviews can sink you. But a complete lack of reviews is just as bad. It screams, “I’m new or untrustworthy.”
Slow Responses to Questions or Reviews: Ignoring customer inquiries or negative reviews shows that you don’t care about your audience. And if you don’t care, why should Google?
Levi’s Top 5 Tactics for Building Trust
In his conversation on Adventures in Local Marketing, Levi Williams-Clucas dropped some serious knowledge bombs. Here are his top 5 tactics for building and maintaining trust signals on your GMB listing:
Get Active with GMB Posts: Regular updates show that you’re engaged and active, which both Google and customers love.
Encourage Reviews (The Right Way): Don’t beg for reviews, but make it easy for satisfied customers to leave them. Include links in follow-up emails and on your website.
Leverage GMB Q&A: Proactively answer common questions in your GMB Q&A section. It boosts trust and can address customer concerns before they arise.
Respond to Every Review: Yes, even the bad ones. A thoughtful response shows you care, which builds trust.
Use High-Quality Photos: Ditch the grainy, poorly lit pictures. High-quality visuals make your business look professional and trustworthy.
Final Thoughts
Trust signals are the secret sauce to dominating local search results. And while it’s not rocket science, it does require a solid strategy and consistent effort. Nail your trust signals, and you’ll not only rise in the rankings but also win over potential customers before they even step foot in your business.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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