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A common question that GMB marketing agencies get from business owners seeking marketing help is why do they need Google My Business if they are currently focusing on overall organic website search.

The answer to that question is that although GMB marketing works similarly to organic web search, GMB focuses locally to get businesses labeled on Google Maps using different ranking cues than the standard search algorithm.

To fully appreciate the value that GMB marketers offer when seeking effective online promotional strategies, just take a look at how GMB pages are ranked and what that can mean for local service as well as brick-and-mortar businesses competing for customers within a local community.

GMB Marketing Addresses Three Main Ranking Factors

GMB pages are viewed somewhat differently than the main Google search algorithm since they are designed to find businesses registered with Google My Business and not just a company’s website.

While it is still important for companies to rank organically, those working with a GMB marketing agency will also rank in what is likely a more important search result, that being on Google Maps.

In doing so, GMB marketing focuses on three main ranking factors to know which pages to bring up when a search is entered:

Relevance - The algorithm first looks for a relationship between the user’s search and intent to know which local businesses fit that relevance.
Distance - The algorithm next looks for relevant businesses that are close in distance to the location of the searcher so that only local business results are offered.
Prominence - Lastly, among the most relevant businesses that are close by, the algorithm then finds the ones that are highly prominent with active GMB pages, good reviews, as well as other positives and recommends those.

GMB marketers find that just these three ranking factors can determine whether a business makes it onto Google Maps when someone does a relevant search.

Knowing this, the trick to making it to the top of the Local Pack and being one a highly recommended business is simply taking advantage of a company’s free Google My Business page.

How GMB Marketers Achieve Ranking of GMB Pages

With only three critical ranking factors deciding which businesses get pinned on Google Maps for a local search, GMB marketing agencies focus on attracting the algorithm using the following techniques for getting the most from GMB pages:

Relevant Primary Category - To gain relevance, GMB pages should be listed under the right primary category so the business shows up in those searches. GMB marketers may also apply multiple secondary categories to the page, but it is the primary category that affects the search algorithm the most.
Optimized Business Name - Whenever possible, the business name registered on the GMB page should be optimized to include search keywords to further classify the business and make it searchable. A name with no descriptors or keywords is more difficult for the algorithm to interpret.
Links to Local Pages - In addition to linking to the business homepage, GMB marketing experts recommend linking to other locations, if there are any, to create additional relevance in local markets and help to assign distance.
Seek Out Positive Reviews - Business owners must encourage their customers to leave reviews on their GMB page to help drive prominence with page authority and a positive business reputation.

Ranking with GMB Marketing Essential for Local Businesses

To compete locally, businesses must take advantage of GMB Marketing strategies to get themselves featured on Google Maps and in the featured Local Pack.

GMB marketers focusing on relevance and prominence through effective use of GMB pages can gain the attention of the local search algorithm and get local companies on the map.

To make the most of their My Business pages and show up on the Map as well as the Local Pack, business owners should consider working with a GMB marketing agency experienced in helping local businesses get more calls from the searches within their community looking for their help!