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Google My Business (GMB) optimization has become critical for brands and small businesses alike as the gateway to offline and, increasingly, online conversions. Google Search and Maps (especially) are often the first points of contact for millions of consumers with businesses that have physical locations, as well as service-area businesses.
Percentage of owner-verified listings
One of the questions I’ve asked repeatedly over the past few years is “how many businesses have verified their listings on GMB?” Places Scout in 2019 analyzed 2.4 million business listings in over 30 categories and came up with an answer: 62.2%. A 2020 analysis of 800,000 listings by Whitespark found a lower number: 49%.
The Places Scout study contains a wealth of valuable GMB benchmarking information. Here are some of the numbers.
Basic profile information
According to the study, the average GMB profile is 72% complete. Sixty-one percent have business hours posted and 93% feature a business phone number. Seventy-three percent have a URL, but only 29% on average have a business description. The average description length is roughly 231 words.
The average profile also features just over 45 images. Across the board, the most recent business-owner-added photo is more than 100 days old. This is noteworthy because more photos translate into more visibility and consumer engagement.
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