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Filling Out GMB 100%

Jul 13, 2018 | GMB

Ok, you’ve created or claimed your GMB (Google My Business) Listing. Now it’s time to get everything filled out correctly, and 100%. We see day after day simple things that could be done to a GMB to make it more competitive.

We’ll be covering the basics here, but for some in-depth info, check out Whitespark’s GMB Guide.

First off, you need to select the appropriate category. This can be pretty straight-forward for most businesses, but there are a few things you need to know if you’re not one of those.

Business Name

This is the name that your business goes by in the “real world”. You don’t need to put LLC and other modifying names in there. As a rule of thumb, use the name you’d put on your business cards and website. We don’t recommend putting the city name in there either unless your business legitimately has the name of a city in it.


Your primary category tells Google what your business is and does. It will be shown to searchers, so make sure it’s exactly correct. Like mentioned before, most are easy (plumber, marketing agency, dentist, store, etc)

If you’re unsure, you can look at your competitor’s categories.


You’ll need to put in your address whether or not you have a physical local presence or simply a service area (a landscaping company, foe instance). Use a version of the address that is well known and understood, and one that you’ll be using for all other business citations. For example:

Rod’s Plumbing

4325 S. Challenger Way

Boise, ID 83704

If you use it like this, use it this way for everything: your website, directories, citations, etc. If all are uniform it will build trust within search engines. In other words, you’re located where you SAY you’re located.

This isn’t to say that data aggregators don’t understand that South and the abbreviation “S.” aren’t the same thing, or that Ste. 103 is the same as #103, but we want to make it as simple as possible for them.

If you have a service area, select that as an option, “I deliver goods or services to my customers at their location.” You can then select a service radius, many home service businesses go out 15-30 miles, as an example.


Add your hours and holiday hours as well.

Phone Number(s)

Add your primary number, as well as any secondary numbers you have, such as toll-free. Interestingly, call-tracking numbers are legit, and can be used in GMB’s. The info you get from callers directly from your listing can be hugely advantageous.


Add your exact website URL. If your business has multiple locations, put the URL of the specific location page ( This creates geo-relevance and can assist you in ranking for a specific locality. It doesn’t necessarily hurt if you have them all linked to your homepage, but as you get more locations, it makes sense to build out a separate page with local-centric content.


This is a new addition to GMB, and we’re still testing the best ways to use it. Either way, if you offer more than one service, this is your chance to sell searchers on your business¬†directly from Google.¬†It’s always good to capture more clicks than your competitors, and meta descriptions aren’t the only way now. Detail out your services professionally and ask for feedback.

Add out an “Attributes” that apply as well.


Again, anytime Google allows you to directly reach out to customers via Google search, it’s a good idea to take advantage of it. Add in your main offerings, which should include your keywords, but don’t overdo it. This shouldn’t read like a late-night infomercial. Make it personable and branded, because it will show in the knowledge panel.


Add photos of your business, including a 360 degrees interactive tour if you desire. You can hire a trusted pro from Google to do this, or you can look up the instructions yourself.

Stay Updated

Google Business has rolled out a ton of great features for business owners and marketers both. Use Google Posts to share information, articles, or deals directly on Google. Another item is Questions and Answers. This is user-generated content, and can be challenged, but do yourself a favor and respond to all of them. This way the public understands how engaged you are with your online audience.

Stay up to date on all the features that Google is testing. Any slight advantage over your competitors should be utilized fully.