3.4 Technical Aspects of Off-Page SEO

As mentioned, off-page search optimization is done on digital properties other than your own. Social media platforms, Google Maps, and Google Business are probably the best examples you’ll leverage to point back to your own website. In order to help maximize the effectiveness of off-page optimization, be sure to do the following:

• Claim and optimize your Google My Business listing. This is crucial for local SEO and can help your business appear in Google Maps searches. Be sure to complete the profile with your address, photos, and more. (See a step-by-step guide below). 

• Encourage online reviews. Positive online reviews can improve your search engine ranking and attract new customers.

Monitor your brand mentions. Use social listening tools to track what people are saying about your brand online and respond to positive and negative feedback.

How to Optimize a Google My Business Listing

Google My Business (GMB) plays a crucial role in achieving this by showcasing your business on Google Search and Maps. Here's a comprehensive guide on optimizing your GMB listing for maximum visibility and customer engagement:

1. Claim and verify your listing. If your business already appears on Google Search or Maps, claim it to gain control and edit the information. Verify your listing and Google will send a verification code to confirm your business legitimacy. This is crucial for displaying your listing prominently.

2. Complete your business information. Provide accurate and up-to-date information. This includes your business name, address, phone number, website, category (primary and secondary), opening hours (including any special hours), and a high-quality profile picture. Then, highlight unique selling points. Briefly describe what makes your business unique and what sets you apart from competitors.

3. Add photos and videos. Upload high-quality photos and videos: that showcase your business, products, services, team, and customer interactions with visually appealing content. Use relevant captions by briefly describing the content in each photo and video using relevant keywords.

4. Encourage customer reviews and respond to them. Encourage satisfied customers to leave positive reviews on your GMB listing. Respond to all reviews by thanking customers for positive feedback and address concerns raised in negative reviews politely and professionally.

5. Utilize Google Posts. Create engaging content by regularly posting updates, announcements, special offers, and events to keep your audience informed and engaged. Include visuals by using high-quality images or videos in your posts to grab attention. Add a call to action that encourages consumers to visit your website, make a purchase, or learn more about your offerings. 

6. Leverage business attributes. GMB offers various attributes for different business categories. Choose those accurately reflecting your offerings and unique features (e.g., "free Wi-Fi," "wheelchair accessible").

Lastly, stay up-to-date. Be sure to update your information regularly. Keep your business information, photos, and hours of operation current to ensure users have accurate details. Also, make sure you always respond to customer questions. Monitor and respond to questions posted on your GMB listing promptly to provide excellent customer service and build trust.