Google My Business

Fatti trovare dai clienti_

Volume 10/30

Posizionare il tuo sito nelle prime posizioni di Google può garantirti migliaia di visite gratuite – ogni anno – di potenziali clienti interessati ai tuoi servizi.

Un aspetto da sempre molto importante per migliorare il posizionamento SEO del tuo sito e delle tue foto (incredibilmente sottovalutato dai fotografi!) riguarda proprio l’ottimizzazione delle immagini online.

In questa guida ci concentreremo perciò su alcune strategie avanzate per rendere le tue foto appetibili ai motori di ricerca e ottenere più visibilità a costo zero da qui ai prossimi anni.

Questa guida è per te se:

Hai già un sito fotografico e vorresti migliorarne il suo posizionamento sui motori di ricerca per essere trovato più facilmente dai clienti, a costo zero

Non sai come ottimizzare le immagini per acquisire più visibilità online

Vuoi comparire nelle prime posizioni di Google per determinate ricerche degli utenti anche se operi in settori molto competitivi

Segreti e trucchi (alcuni semi-sconosciuti) per sfruttare le tue immagini nel posizionamento sui motori di ricerca e scalare rapidamente le classifiche di Google

1 - Inizia Qui

Innanzitutto è importante che comprendi questo: le guide operative sono dei “piani d’esecuzione” incentrati sulla velocità d’implementazione e sulla praticità.

Non sono quindi i classici corsi pieni di concetti ridondanti e di mille parole che poi magari alla fine impieghi mesi o intere settimane per metterli in pratica.

Detto in altre parole: ogni guida operativa ti spiega come padroneggiare al meglio uno specifico aspetto della tua attività di fotografo attraverso la messa in pratica di una serie di azioni passo passo.

Per far questo, ho buttato via l’80% di teoria che non serve a nulla e ho distillato per te solo quel 20% di azioni che davvero ti aiutano a raggiungere uno specifico risultato.

Questo per un semplice motivo: se non metti in pratica ciò che impari, resterai sempre al punto di partenza e la tua attività di fotografo non decollerà mai veramente!

Ecco adesso come ottenere il massimo da questo corso:

  • Leggi la guida per intero, guarda tutti i video, e avanza di lezione in lezione (senza saltarle)
  • Non passare alla lezione successiva se prima non hai completato quella precedente. Questo ti aiuterà a mettere “le mani in pasta” come si suol dire, ed evitare di non mettere in pratica nulla di ciò che imparerai
  • Se alla fine di una specifica lezione trovi dei link che rimandano ad altre risorse esterne (esempio: casi studio, template, tool e strumenti), hai 2 possibilità: 
    1. Puoi saltare direttamente alle risorse consigliate per poi tornare qui e riprendere dall’ultima lezione che avevi completato
    2. Puoi decidere di visionare le risorse solo dopo aver completato tutte le singole lezioni

Come avrai già intuito, le guide sono state pensate per darti la massima flessibilità d’uso (infatti ognuno di noi apprendere in modo differente).

Proprio per questo motivo, in fondo ad ogni guida troverai il riepilogo di tutte le risorse consigliate (casi studio, template, checklist e tool).

Una volta completato il corso è perciò importante che prendi visione anche delle risorse che ancora non hai utilizzato o studiato.

Infine, dai un’occhiata all’immagine qui sotto per capire come usare l’interfaccia grafica:

  1. Le sezioni in cui è divisa la guida
  2. Le lezioni – Ogni sezione è a sua volta suddivisa in una serie di step successivi da completare passo passo
  3. Le frecce – Clicca sui bottoni per aprire e chiudere le singole lezioni
  4. Le risorse consigliate – Alla fine di ogni guida troverai il riepilogo delle risorse consigliate, raggruppate per tipologia

2 - Introduzione

Perchè questo metodo è più veloce, efficiente e semplice rispetto ai classici metodi usati dai fotografi per rendersi visibili sui motori di ricerca?

Fasi invertite!!!

Prima parti da GMB (che non necessita di un sito) poi ottimizza il tuo sito

3 - Google My Business: la tua arma vincente

4 - Google My Business: impostare i parametri essenziali (1)

Questi passaggi ti insegneranno come configurare la tua attività da zero sul Google My Business.

  1. Vai a Google My Business e utilizza il tuo indirizzo Gmail per accedere al servizio.
  2. Inserisci tutte le informazioni di base necessarie, come nome dell’azienda, paese, codice postale ed indirizzo (assicurati che l’indirizzo sia preciso, ne avrai bisogno in seguito nel processo di verifica).
  3. Indica se consegni beni e servizi ai clienti fisicamente  in negozio o se fai consegne
  4. Se lavori da casa tua e non vuoi che il tuo indirizzo sia pubblicamente disponibile, seleziona “Nascondi il mio indirizzo”, tuttavia sarebbe meglio per il posizionamento indicarla
  5. Scegli la categoria della tua attività (ad esempio se pizzeria, se parrucchiere, se meccanico etc etc). Assicurati che la selezione che stai facendo corrisponda alla tua attività in modo accurato perché questo indicherà a Google in quali ricerche la tua attività deve uscire.
  6. Scegli un’opzione di verifica tra quelle disponibili.

Come verificare la tua attività su Google My Business

La verifica della tua scheda di attività commerciale è necessaria per gestire le informazioni visualizzate in Ricerca, Maps e altre piattaforme Google.
Ciò consentirà all’algoritmo di Google di assicurarsi che le informazioni siano corrette e solo tu come proprietario o gestore puoi accedervi.
Il modo più efficace secondo il mio modesto parere, seppur quello più lento è quello di utilizzare la cartolina.
Google vi invierà una cartolina con un codice ed un link al quale dovrete collegarvi per fare la verifica

Bene, ora vediamo come ottimizzare la scheda Google MyBusiness

Mostra le mail ricevute e i cambi di nome

Varianti:

[parola chiave][location]
fotografomilano

[parola chiave]-[location]
fotografo-milano

[parola chiave][location][parola]
fotografomilanostudio

[parola chiave][location]-[parola]
fotografomilano-studio

 

Scarica la scheda di valutazione nome attività (.excel)

9 strategie da usare se il tuo dominio non è disponibile su Google: https://www.facebook.com/groups/348013239113421/permalink/376791089568969/

https://www.facebook.com/groups/348013239113421/permalink/383760522205359/

5 - Google My Business: impostare i parametri essenziali (2)

Basic Business Information

  • Business name
    • Use the same business name as on your signs, business cards and legal documents.
    • Do NOT spam your business name with cities, search terms, taglines or anything else. It is against Google’s terms of service and could lead to listing problems or suspension in the future.
  • Business categories
    • Make sure the primary category best represents your business. It is the only one that people see on your business listing.
    • Take advantage of additional categories and add as many as apply to your business.
    • Do NOT use categories if they do not directly apply to your business.
  • Business location
    • Only enter a physical address if customers actually visit your place of business.
    • Use a free tool like Smarty Streetsto make sure your address is properly formatted.
    • Put the physical street address in the first line and put suite numbers in the second line.
  • Service area
    • Only enter this if you serve customers at their location (service area businesses). Some businesses serve customers both at their place of business and at their customer’s location.
    • Enter the cities, postal codes or regions that you service. Note that no matter how big a service area you set, it is still unlikely to appear in a search result greater than 20 miles away.
  • Business hours
    • Enter regular hours of operation when customers can actually do business with you.
    • Add special hours for holidays, special closures, or other times when your business is not open. See How to Set Holiday Hours in Google My Business, Yelp and Bingfor more information.
    • If you are a seasonal business, remove all operating hours when closed, and re-enter them when you open again.

Website and Appointment URLs*

  • Properly format your URLs
    • All URLs must be live at the time you enter them into Google My Business.
    • Use https:// or http:// and include or omit the www as appropriate.
    • Add Google Analytics UTM tracking codes to your URL. This helps you see in Google Analytics how many people came to your website from your GMB listing.
      • Go the Google Campaign URL Builder.
      • Copy and paste your website URL.
      • Use googleas the campaign source.
      • Use localas the campaign medium.
      • Usea location ID as the campaign name. If you only have one location, just use something like 1 as the campaign name. This helps differentiate traffic on your website for various locations.
      • Use primary,appointment, menu,  as the content variable as appropriate.
    • Website URL
      • For single location businesses, use the homepage of your website.
      • For multi-location businesses, use the specific page for each location.
      • Example website URL with UTM tracking: https://localmarketinginstitute.com/?utm_source=google&utm_medium=local&utm_campaign=1&utm_content=primary
    • Appointment URL
      • Use this to link to your contact page or an online appointment system.
      • Certain types of businesses can instead use Reserve with Google to integrate specific booking systems into their Google My Business account.
      • Example appointment URL with UTM tracking: https://localmarketinginstitute.com/contact/?utm_source=google&utm_medium=local&utm_campaign=1&utm_content=appointment
    • Menu URL (Restaurants)
      • Restaurants can also add a special URL to link to their menu.
      • Must link to a page on your website. Links directly to PDFs are not supported.
      • Instead of linking to the menu on your website, restaurants may want to directly add their menu to the GMB listing.
      • Example menu URL with UTM tracking: https://www.jaxfishhouse.com/fort-collins/menus/dinner?utm_source=google&utm_medium=local&utm_campaign=1&utm_content=menu
    • Booking and Ordering Service URLs
      • Certain booking and ordering links may appear in your listing automatically. These are done through Google’s partnerships with 3rd party providers and you cannot directly edit them in your GMB listing.
      • To remove or fix these links, you must contact the specific 3rd party provider and make your request.

Services / Menu / Products

  • Services
    • Only available for certain types of service businesses (dentists, attorneys, insurance agents, hotels, marketing agencies, and others)
    • Only shows up for end users in the Google Maps app right now.
    • Create separate sections for the different categories of services you offer.
    • Create a separate service for each specific service you offer.
      • Enter the appropriate name and price of each service.
      • Add a description of each service up to 1000 characters. Take advantage of this space to describe each service for customers using rich keywords.
    • Menu
      • Only available for restaurant-type businesses.
      • Only shows up for end users in the Google Maps app right now.
      • Use this in addition to a link to your menu on your website.
      • Create separate sections for each section of your menu.
      • Create a separate menu items within each section.
        • Enter the appropriate name and price of each menu item.
        • Use the same description of your menu item as you do in your actual menu up to 1000 characters.
      • Products
        • Only available for certain types of retail-oriented businesses.
        • It may not be practical to include every product or product category that your business carries. Focus on just the most important products and categories.
        • Create separate collections for each product category you’d like to feature.
          • Enter the collection name.
          • Add a collection description up to 1000 characters. Take advantage of this space to describe each collection / product category using rich keywords.
        • Create individual products within each categories.
          • Enter the product name and price (price ranges are not supported).
          • Add a product description up to 1000 characters. We recommend using the same description that you would use in your product catalog.

Business Attributes

  • Business-Defined Attributes (Objective Attributes)
    • These are attributes that you can explicitly set for your business. Attributes vary by business category and can include items like: Women Owned, Wheelchair Accessible, Restroom, Languages Spoken, Outdoor Seating, Happy Hour, etc.
    • Go to your listing in Google My Business.
    • Click “Info” and then click “Attributes”.
    • Select as many attributes as apply to your business. Do not spam these attributes as Google has been known to confirm these by asking Google users to submit subjective attributes (see below).
  • User-Defined Attributes (Subjective Attributes)
    • Subjective attributes are crowd-sourced from people Google believes might know about your business. Google asks questions like “Is there a wheelchair accessible entrance here?” “Is the parking here free?” and even asks people which images they think are more helpful.
    • You cannot control the subjective attributes Google asks about your business, nor the responses that people might give.
    • Certain types of businesses can monitor subjective attributes by using the Insights tab in your Google My Business listing.

Google My Business Subjective Attributes

Business Description*

  • The business description is an open text area that you can use to tell potential customers more about your business. It appears in both desktop and mobile web search, but does not appear on the Google Maps app.
  • Go to your listing in Google My Business.
  • Click “Info” and then click “Description”.
  • You can write a description of up to 750 characters, however, only the first 244 characters display on your Google listing unless the visitor clicks “More”.
  • Recommendations for business descriptions:
    • Think about what you’d want your customers to know most about your business. Pretend they know nothing about you.
    • Use the most important terms that potential customers might be looking for, but do not keyword stuff. It is not believed that Google uses the description field as a factor in search rankings. However, a well-written description could help convert someone looking at your listing into a customer.
    • Don’t use all-caps, emojis or other “gimmicky character use”.
    • Do not focus on promotions, prices or sales. Tell people about your business instead.
    • Do not use any URLs.

What if you don’t have a specific office location?

That’s not a problem. It’s really useful to have a Google business listing even if you don’t have a specific address where you’d want people to visit (studio, office, headquarters, etc.)

Most solo photographers taking freelance jobs and then working from home fall into this category.

In one of the examples above, notice the location is just set to “New York”:

Google’s FAQ confirms this:

“Can I still use Google My Business if I don’t have a store front? Absolutely. Whether you’re a home-based business or a service-area business, you can list your details to appear on Google with or without an address.”

It’s such a prominent box that can appear to the right of Google search results, that it’s incredibly useful even if you don’t have a precise location.

ATTENZIONE: non nascondere però il tuo indirizzo (se ad esempio usi quello di casa)

6 - Google My Business: come ottimizzare le foto

7 - Google My Business: il potere delle recensioni

  • https://whitespark.ca/google-review-link-generator/
  • https://app.bitly.com/

Customer review email template

 

———————————————

 

Subject line: Your feedback is important to us

 

Email body copy

Dear [customer’s name]

It was our sincere pleasure to provide our service for you recently. We truly appreciate your business, support and more specifically your feedback.

We take feedback from our customers very seriously as it allows us to continuously improve upon our services.

As a local business, we rely enormously on positive word of mouth and would be grateful if you could take a minute or two of your time to write a quick Google review for our business.

We would be grateful if you could share your experience by submitting a review using the link below.

[insert your link here]

Not sure about what to write?

Below are a few suggestions that may help you with your creative flow.

  • What service/product did we provide to you and what did you like best about it?
  • Which one of our branches did you visit?
  • Who in our team looked after you? (feel free to mention their name, they will be very flattered)
  • Which service do you think makes us different from our competitors?
  • What would you tell your friends or colleagues about us?
  • Is there any way we can improve some of our services/product? if so which ones and how?

We appreciate your time and look forward to seeing you at your next visit.

Thanks again for choosing [Name of your business]

Warmest Regards,

 

[Sign your name]

8 - Google My Business: scrivere post e pubblicarli

9 - Bonus Tips (strategie avanzate per Google My Business)

Video

Aggiungi alla fine di ogni mail: nome su Google + Direzioni che puntano a google Map

  • (@googlemybiz) https://twitter.com/googlemybiz
  • https://www.facebook.com/GoogleMyBusiness

10 - Ottimizzare il sito per le ricerche locali (1)

Step 1 – Start With The Home Page (1 Minutes Or Less)

Regardless of the specifics of the website, every local SEO audit should start with the assessment of the home page.

Most websites have similar local SEO problems, and they all can be found right at the home page. Once you are done with the home page, you can quickly browse through other important pages such as Services and Contact Us.

A.0

Make sure it’s mobile friendly by visiting https://search.google.com/test/mobile-friendly

A.     Check The Home Page For A Title Tag

HTML Title Tag Example | Mini Local SEO Audit

Title tags are simple HTML tags that tell search engine crawlers what the page is about. Since we are talking about the home page, it must have a title tag that

  • Contains the name of business
  • Contains the business location (preferred)
  • Describes the service/product in 2-3 words

An ideal title tag should have the following format:

Ideal Title Tag Format For Local SEO

Include your business category title and city in your headline, and several other areas
around your homepage.

 

How To Check The Home Page For A Title Tag?

There are many free local SEO tools that let you search any URL for title tags. We recommend using the Moz Title Tag Checker Tool or the Sitechecker Pro Title Checker.

Alternatively, you can manually check the home page for a title tag by looking at the source code of the page. The keyboard shortcuts for this action are:

  • Google Chrome on Windows – Ctrl + U
  • Safari on Mac OS – Command + Option + U
  • Others – Right Click > View Source/View Page Source

B.     Check The Home Page For Headings

A well-optimised home page should contain appropriate heading tags. You can check all the heading tags by taking a quick look at the HTML source code (see the point above).

C.      Check The Images For Alt Text

HTML Image Alt Text Example | Mini Local SEO Audit

While you are going through the HTML source code, check whether the on-page images are formatted properly. Every image must have an appropriate alt text that preferably also contains the name of the business.

 

Da questo minuto: https://youtu.be/_2P-l57clHg?t=1066

+ strategia keyword for homepage:

Parti dalla categoria principale, e usa ubersuggest di Neil Patel per inserire in homepage varianti.

Altri tool:

Strategia Video

Embed a Youtube video on your page that’s titled “Business Name: Category Title, City,
ST, Zip”

Poi: carica un video su Youtube (perchè Google possiede Youtube) riguardo la tua attività. Puòe ssere un video di qualsiasi tipo. Anche delle semplici slide a scorrimento create con Powerpoint.

Come ridenominare il video:

Nome attività + Categoria + Location + Indirizzo

Esempio:

Nome attività: NAP

Strategia Città

Include a “Proudly Serving” section that lists the cities or neighborhoods you service,
and link each city name to that city’s official website

Linka le città che servi in homepage alle pagine ufficiali di ciascuna città; https://youtu.be/_2P-l57clHg?t=1332

Strategia Google MAP:

You should also include an embedded Google Map, and a link to driving directions.

Inserisci backlink alla tua scheda GMB formattata con il tuo NAP.

Della serie, Dove siamo? Ecco i nostri contatti: Nome Attività – Categoria – Indirizzo – Telefono

Strategia Footer

Strategia Schema Markup:

Per WordPress estrailo dal video.

Per altri siti: https://www.thehoth.com/blog/local-schema-markup/

Q&A: per la homepage conviene scegliere la keyword della categoria principale di GMb oppure un’altra keyword (ad esempio fotografo matrimonio roma) che ha un volume di traffico mensile più alto? –> vanno bene entrambe. L’importante è crearea una pagina specifica SEMPRE per la categoria di GMB

11 - Ottimizzare il sito per le ricerche locali (2)

Fantastico: https://youtu.be/gGateH-U4LQ?t=3068

In pratica il concetto chiave è: ottimizza ogni pagina come se fosse la homepage, usando i criteri visti prima.

 

Here’s 6 easy ways to create custom content for local landing pages:

1. Local Relevant Info
Information about the area that relates to your service.

2. Info about your service specifically in that area
Your business’s history in the area, why you like the area, what services your provide at that location.

3. Info about the office, building, management team
You can include employee bios etc.

4. Location specific rich media
Pictures, videos, descriptions of office there, work that you’ve done in the area, or about the suburb in general that pertains to your work

5. Reviews
Get reviews from customers in that area, or reviews of work you’ve done in that area

6. Maps & Directions
Maps of the area, directions to your office etc.

8 Key Elements Of Your Local Landing Page

Here are all the main elements that you ever local landing page should contain:

1. Keywords in main elements
Variations of your keywords / longtails not repeating in your title, h1s, etc + location

2. NAP
Have your name, address, phone number in schema markup

3. Map
Map of your location (google map embed)

4. Content
Including service information, staff info, building info, service in that area + pictures of everything.

5. Trust symbols
Trust symbols of organizations your a part of, BBB accreditation, etc.

6. Contact Form
HUGE Contact Form on right hand side.

7. Big CTA
Tell people what to do – call you, email you, fill out a form, print your coupon, etc.

8. Links to directories for that specific location
Review links or links to local specific pages.

Applicazioni:

  • https://hallanalysis.com/json-ld-generator/
  • https://www.google.com/webmasters/markup-helper/
  • https://search.google.com/structured-data/testing-tool

Applicazioni:

  • https://hallanalysis.com/json-ld-generator/
  • https://www.google.com/webmasters/markup-helper/
  • https://search.google.com/structured-data/testing-tool

(video)

#12 Study Your Insight Queries 26:45

Little more advanced. See what type of searches your business is showing for. Type those into Google, see where you rank in the local 3 pack. Make posts about these keywords.

Start Ads

You can create ads directly from your Google My Business Listing via Smart Campaigns. Going through easy steps, you can create a pay-per-click campaign in no time.

You may be interested in the article “PPC for Local Business”.

If you’d like to promote your business on Google, contact us for professional advice. Our experienced team will work with you to create a campaign that is tailored to your business and reaches your goals.

12 - Bonus Tips (strategie avanzate per il sito)

(Extra) Tutorial: come monitorare le visite al tuo sito che provengono dai click su cellulare di GMB

Rankare per quartieri (ottimizzare immagini e video su GMB e creare articoli del blog su quella parola chiave, con immagini e video)

–> Esempio: Fotografo matrimonio trastevere –> Francesco Russotto compare nei primi risultati con gli articoli del blog

Strategie:

  • Crea articoli del blog che raccontano i tuoi servizi svolti in determinati quartieri o location che non siano città ma molto ambite (ville, eventi, luoghi, manifestazioni)
  • Ottimizza immagini e video su GMB per le parole chiave di queste location
  • Riutilizza queste immagini e video nell’articolo

13 - SEO Audit

Audit del sito su Uber Suggest alla fine del corso (non all’inizio) perchè sarai già entrato nei meccanismi e saprai subito dove mettere mano. Se lo fai all’inizio diventa molto più confuso e complicato!!! Concetto controintuitivo. Per capire cosa ottimizzare fallo alla fine!!! (di solito lo si fa all’inizio)

https://rankingacademy.co.uk/wp-content/uploads/2019/09/audit-file.xlsx

13 - Riepilogo

Hai domande, dubbi o semplicemente vorresti approfondire alcuni degli argomenti e delle strategie trattate in questa guida?

>> Risorse Correlate

Guide Operative e Approfondimenti