By Jamie Banks
Let’s face it—if you’re running a local business, your online presence is non-negotiable. But here’s the kicker: 92% of local consumer engagement happens on just four platforms—Google, Bing, Apple, and Facebook. So, while you might be tempted to scatter your efforts across the web, the smart move is to focus on these big four.
Crafting the Perfect Business Description
Your business description is your elevator pitch. It’s what tells potential customers who you are, what you do, and why they should care—all in a matter of seconds. But remember, it’s not one-size-fits-all. Each platform has its quirks:
Google: You’ve got 750 characters to make your case. Be concise, hit those keywords, and keep it clean—no promotions, no prices, just pure value.
Apple Maps: A bit tighter at 500 characters, but you get to control your narrative across Apple’s ecosystem. Make sure your business pin is on point, too.
Bing: You can import your Google description directly, but if you’re starting from scratch, focus on clarity. Bing’s algorithm loves relevance and keywords—just don’t overdo it.
Facebook: You’ve got two spots—one for a snappy one-liner and another for a deeper dive. Both will show up in search results, so make them count.
Should You Use Phone Tracking Numbers?
Phone tracking can be a double-edged sword. On one hand, it’s a marketer’s dream—track those leads, see where they’re coming from. On the other, inconsistent NAP (Name, Address, Phone number) data can mess with your local search visibility. Here’s the lowdown:
Google: They don’t mind tracking numbers, but keep your actual number as a secondary. Play it safe.
Apple Maps: Same deal as Google—no strict rules, but keep that number consistent.
Bing: They’re cool with tracking numbers too. Just make sure you’re not confusing customers.
Facebook: Go ahead, use a tracking number. You can even integrate directly with call tracking tools if you’re running ads.
How Often Should You Update and Optimize?
Your listings aren’t set-and-forget. They’re living, breathing entities that need regular TLC. Any change in your business? Reflect it in your listings ASAP:
Google: Update whenever something changes—hours, services, you name it. Also, keep those reviews coming and photos fresh.
Apple Maps: Apple’s all about accuracy. Keep your info current, update those images seasonally, and make sure your pin’s in the right place.
Bing: Same rules as Google—keep it updated, keep it optimized. Don’t forget to manage reviews and add new images.
Facebook: Post regularly, engage with your audience, and update your info as often as you breathe.
What’s the Deal with NAP Consistency?
Consistency is king. Even something as small as “St.” vs. “Street” can make a difference. But don’t stress too much:
Google: They get it—abbreviations are okay, but consistency is better.
Apple Maps: Stick to one format and use it everywhere. It’ll save you headaches.
Bing: Bing’s cool with abbreviations too, but like Google, keep it consistent.
Facebook: You can abbreviate, but remember, this data feeds into your wider online presence.
Handling Suggested Edits and External Changes
Sometimes, changes happen without your say-so. Users can suggest edits, and platforms might update your info based on third-party data:
Google: They’ll notify you of changes. Review them, and make sure everything’s accurate.
Apple Maps: Apple pulls data from everywhere. Keep your citations clean and consistent to avoid unwanted changes.
Bing: Similar to Google—claim your listing, keep it updated, and correct any inaccuracies.
Facebook: Facebook trusts your data more than the others, so changes are less likely unless flagged as an issue.
Do You Need EXIF Data?
EXIF data (metadata for images) isn’t a magic bullet for rankings, but it can help with organization and location pinpointing:
Google: Not essential, but helpful for organizing your image library.
Apple Maps: Supports EXIF data for location tagging.
Bing: Might help with local search visibility, according to their webmaster guidelines.
Facebook: They process EXIF data, so it’s worth including.
Conclusion
Your business listings are the unsung heroes of your local SEO strategy. They drive visibility, bring in new customers, and ensure people know how to find and connect with you. But like anything valuable, they require regular care and attention.
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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