Not to be outdone by itself, Google is weaving new features into another one of its valuable tools, Google My Business Insights – and it is something that digital marketers have been looking forward to for a really long time.
Of course, you can trust your friendly neighborhood digital marketing catalysts here at Cobalt Digital Marketing to dissect this announcement and get down to the real nitty-gritty of how Google intends to clarify your business’s online profile.
What Did Google Mention About Google My Business?
About a month ago, Google announced over Twitter that they launched Subjective Attributes in an effort to provide “…more information in your insights tab! Customers of restaurants and cafes can submit subjective attributes to help you and your customers.”
Great! But what exactly does any of that mean?
Attributes, in general, are statements that provide some sort of insight about your business. Regarding the announcement, Google My Business (GMB) has added another type of attribute that is now available for your viewing pleasure in the Insight’s tab:
- Objective Attributes
- Subjective Attributes
So, what do these two attributes entail? Glad you asked.
Objective Attributes are more like business “facts” that the owner of the business—or listing manager—can control.
All GMB managers have access to this capability, adding and editing to their heart’s content, so long as what they are creating is factual and objective. A good example of an Objective Attribute would be a listing such as what a restaurant serves during happy hour or that they accept credit cards. Usually, this information can be found when a customer is looking up the restaurant’s information on Google Maps.
Objective Attributes don’t fall solely within the realm of managers and owners, however. With enough supporting input from users, Google may “suggest” an attribute in an effort to make sure your business is being properly represented.
Going along with the restaurant example, other types of Objective Attributes you could potentially find for this type of business could be:
- Local ingredients
- Salad bar
- Spicy food
- Outdoor seating
- Vegetarian options
- Craft beer
Of course, Objective Attributes will differ depending on the type of business you run.
Subjective Attributes (a.k.a. Google My Business’ New Addition to the Insight Tab)
If Objective Attributes were GMB’s yin, Subjective Attributes are GMB’s yang. Subjective Attributes are under user control via answers submitted through Google Maps. Of course, these attributes are more opinionated than Objective Attributes would be.
It bears repeating one more time: Subjective Attributes ARE NOT controlled by the business. That means that your business must be performing at optimum levels if you are to win over the general public. Run your business focusing on customer service first and foremost.
But I know what you’re thinking. Since Subjective Attributes rely on user-submitted content, can’t my business’s reputation be harmed by non-factual content submitted by a disgruntled employee, customer, or general troll.
Well, it would be hard for a vindictive user to do so. GMB asks specific questions about your business to users that are generating Subjective Attributes and provide either a “Yes, No, or I don’t know” type answer.
Of course, customers can go a little deeper in the answering process by selecting “More Choices.” The system can also ask other questions that aren’t listed as Objective Attributes, but overall, the tool is intended to keep harmful users from spreading lies.
So What Can I Do to Foster The Attributes That I Want My Business to be Known For?
There are a few things that you can do to make sure that your business is being represented accurately, including:
- Do a little homework – Check out the types of questions that are being asked by GMB Insights on the daily and add new questions to your master list.
- Do a little editing – Edit your business description within GMB to include the Objective Attributes that you want to highlight. It would be in your best interests to do this with your GMB Posts as well.
- Take it offline – Something like a simple sign on the door informing incoming customers about a particular perk related to your Objective Attributes could sink into the customer’s mind to be used later if they do rate your business.
Google keeps us learning but we do it for your benefit.
Don’t you want a digital marketing team that stays on top of current SEO trends and updates that can help make your job as a business owner easier?