If you're not leveraging Google My Business (GMB) to dominate local search, you’re leaving money on the table. Seriously. In the fast-paced world of local SEO, businesses that know how to get the most out of their GMB profile are not just playing the game—they’re winning it. Today, I’m diving into how you can find competitive advantages in GMB, straight from the insights of Ben Fisher, a GMB Platinum Product Expert. Yep, one of the few people who’s on a first-name basis with Google’s local search algorithm.
The GMB Basics You Absolutely Cannot Ignore
First off, before we start talking about competitive edges, let’s get one thing straight: you’ve got to nail the basics. If you haven’t optimized your GMB profile yet, what are you even doing? Your name, address, and phone number (NAP) must be 100% accurate. Fisher emphasizes that consistency here is key—Google’s all about data accuracy. Also, don’t forget to pick the right categories. This might sound trivial, but if you’re not listed under the exact service you offer, you’re invisible.
“Get your categories wrong, and you might as well be listing yourself as a bakery when you’re a mechanic,” says Fisher.
Ongoing GMB Activities That Keep You on Top
So, you’ve got the basics down. Now what? It’s all about ongoing activity. Here’s what you should be doing regularly:
Keep your business hours updated: Customers hate nothing more than showing up to a closed shop that’s listed as open.
Post updates consistently: Treat your GMB posts like mini-ads. They’re free, they show up in search results, and Google loves fresh content.
Engage with reviews: Respond to every review—good, bad, or ugly. According to Fisher, “Responding to reviews shows Google that you’re engaged and active, which in turn can improve your local ranking.” Plus, 90% of customers read reviews before making a purchase decision. Ignoring them is a rookie mistake.
Fisher’s Competitive Tips to Crush It Locally
Now for the good stuff. How do you go from just having a GMB profile to using it as a secret weapon for your business?
Leverage Q&A: Most people sleep on this feature, but it’s a goldmine. “Google Q&A lets you crowdsource FAQs,” Fisher says. Here’s a pro tip: ask and answer your own questions. It’s not cheating; it’s good business. Use this space to highlight important features about your business that customers may not know.
Fight GMB spam: Competitors sometimes play dirty by creating fake listings or reviews. Fisher points out that using Google’s Redressal Form to report this can give you a leg up. "It’s all about keeping your listing clean and accurate," he notes.
GMB Products and Services: If you haven’t filled out the “Products” and “Services” section of your GMB, you're missing out. Fisher stresses that by listing your products and services, you give Google (and customers) more context about what you offer, which can lead to better visibility.
Photos matter: Good-quality, relevant photos are a ranking factor for GMB. Fisher suggests adding new images regularly—this helps not only with rankings but also with user engagement. People want to see what they’re getting.
Local Search Ranking Factors: What the Data Says
The local SEO landscape changes constantly, but one thing remains: GMB plays a huge role in rankings. Darren Shaw’s Local Search Ranking Factors Survey confirmed this, with GMB signals accounting for a significant portion of local pack rankings.
Fisher was a participant in the survey, and his biggest takeaway? Engagement metrics are more important than ever. Google is looking at how customers interact with your GMB profile—clicks, calls, and directions are all indicators of relevance and quality.
So, what’s the lesson here? Engage your customers at every opportunity. The more they interact with your GMB profile, the better you’ll rank in local search.
Conclusion
Referral marketing and SEO may be key to your business’s long-term success, but if you want to win at local SEO right now, your Google My Business profile is where you should be focusing. Think of it as the digital storefront that potential customers walk past every day. The better it looks—and the more info it offers—the more likely people are to stop in.
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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