Google My Business (GMB) is a free tool created by Google to help businesses manage how they appear in Google search results and on Google maps. The tool allows businesses to list relevant information about the company such as its name, address, phone number, hours and special deals. The GMB listings are located below the paid ad listings and right before organic search listings. The first three listings, called the Google Local 3-Pack, show in a search automatically and the rest show after clicking a “show more” button. 


Why Claim Your GMB Listing? 

When was the last time you opened a phone book? Some of your potential clients have probably never even used one. Today, it is all about online directories, with GMB taking the top ranking. And if you do not claim your business listing, it is possible for Google to delete it, or for it to be hijacked by other companies or any random person that comes across the listing who can change or edit the information Google pulled about your business from other sources. Most importantly, if you don’t claim your listing, you are missing out on some serious traffic to your security business. 

Here’s a quick rundown of the advantages.

First, when you claim your business listing, you show up in Google Maps. That is useful because local search traffic tends to be high-converting. An incredible 88 percent of customers running local business searches on a mobile device will likely call your phone number within 24 hours of conducting the search. 

Another valuable reason is that that you have the potential to rank in the Golden Zone of the Google Local 3-pack before organic results. Why is this so important? Companies that show up in the 3-pack get a whopping 70 percent boost in clicks over companies that do not. Even better? Those customers that find a business through GMB are 50 percent more likely to make a purchase. And all that from free traffic. 

One of the biggest hurdles security businesses face today is building enough trust and recognition in the modern buying cycle where decisions are made in an instant and most of the process happens online through searches. Having a Google listing helps consumers make that leap to your business as they equate the listing with verified, credible and trusted businesses. Companies that show in GMB listings are 2.7 times more likely to be considered reputable by consumers, according to Google. 

Google loves its own tools and when you use them you have an increased probability of ranking higher in organic search results. The more consistent information you provide Google within its platforms, the more it will like you. 

To set up your business account go to and follow the step-by-step instructions. 


Optimizing Your Listing

There are many factors that help you get ranked in the 3-Pack and no one knows what those elements are for certain. However, some best practices are known to help your chances significantly. 

  1. Go to the dashboard and click “info.” 
  2. Go through each section and add as much information as possible.
  3. Provide a complete business description. You have 750 words and 5 keywords. Do not repeat the information you have elsewhere. 
  4. Completely list the services you offer, with the most common first.
  5. Take pictures of sites in the areas you serve. Businesses that list photos have 35 percent more click-through to their website.  

Running ad campaigns, building up your content and email marketing are all important to your security business. However, just like no security system is complete using only one kind of technology, no marketing campaign is complete without using diverse marketing options. Take advantage of GMB. It offers a fast and free form of advertising on Google, provides targeted exposure on the world’s most used and trusted search engine and costs nothing to create, claim and verify.