Digital Marketing Module 6 - Practical скачать в хорошем качестве

Digital Marketing Module 6 - Practical

The video explains Google My Business (GMB) as a free tool that enables businesses to appear in local search results and on Google Maps, making it easier for nearby customers to find them. Google My Business is presented as an essential platform for improving visibility, boosting credibility, and supporting local SEO by connecting searchers with the closest and most relevant solutions. It is particularly important for businesses such as restaurants, lounges, schools, agencies, and other professional or local service providers. Any business seeking to attract customers within its geographical area benefits significantly from having an optimized GMB profile. Several key benefits of Google My Business are highlighted. It improves local search rankings and increases the likelihood of appearing in Google’s local three-pack results. It also builds customer trust through reviews and photos, allowing potential customers to gain confidence before visiting. GMB is described as a free source of organic traffic that generates leads without the need for paid advertising. It enhances customer engagement by offering features such as chat buttons, call buttons, website links, and directions. Additionally, it provides a space to display essential business information including opening hours, services, pricing, offers, and contact details. The setup process begins with creating or claiming a business listing. This involves searching for the business name on Google and claiming the listing if it already exists, or creating a new profile if it does not. Accurate business information must then be entered, including the business name, category, phone number, location, and website. Operating hours should be added carefully, including public holidays or special schedules. Verification is required, usually through a code sent to the phone or email, which confirms authenticity. Once verified, the profile should be optimized by uploading photos, adding services or products, and writing a detailed description. Selecting the correct business category is emphasized as a critical part of optimization. An optimized business profile should clearly explain what the business does, who it serves, and its unique selling points. High-quality images such as logos, interior and exterior photos, staff images, and service visuals strengthen credibility. Messaging should be enabled to allow customers to communicate directly through the listing. Service areas can also be set, especially for businesses that operate without a physical storefront. Reviews are encouraged from customers who have purchased, visited, or interacted with the business. Customer reviews are described as a powerful ranking and trust factor. Satisfied customers should be encouraged to leave reviews, and every review should receive a professional response, whether positive or negative. Fake or abusive reviews should be flagged to protect the integrity of the listing. Reviews can also be repurposed as content on social media, since they function as a form of digital word of mouth. The video also explains the role of GMB posts and updates. Post types include offers, announcements, events, and product highlights. Posting regularly keeps the listing fresh and improves engagement. Frequent posting, such as two to three times per week, is recommended, along with strong calls to action like “learn more,” “sign up,” or “chat with us.” Active posting signals to Google that the business is relevant and operational. Other ongoing activities are recommended for maintaining performance. Uploading new photos weekly improves rankings, while sharing offers and events keeps customers informed. Insights should be monitored to track customer behavior, such as calls received or search patterns. Reviews should be responded to consistently, and business information should always be updated when changes occur. Long-term consistency strengthens ranking and engagement. The video introduces GMB insights and metrics as tools for making data-driven decisions. Important metrics include search queries used to find the business, impressions and views, customer actions such as calls or website clicks, photo performance compared to competitors, and review trends over time. Ranking factors are summarized through relevance, distance, and prominence. Relevance measures how well the profile matches the user’s search. Distance reflects proximity between the business and the searcher. Prominence is influenced by online reputation, backlinks, reviews, and website SEO. Overall, ranking is determined by profile strength combined with customer engagement. Finally, common mistakes are outlined, including incomplete profiles, inconsistent name-address-phone information, ignoring reviews, using low-quality photos, and posting infrequently. Google My Business rewards businesses that maintain accuracy, consistency, and regular activity.