We’ve all heard the saying that first impressions count, and this is just as true online as it is in real life. Internet users are inherently visual creatures, with approximately 50% of the surface of the human brain devoted to processing visual information. Images and visuals are much more powerful and easier to understand than just text, as well as being easier to recall. You can find all the data behind this here . Given the human propensity to form impressions and take in information via a visual format, images are tremendously influential and key to your business looking good online. As businesses and individuals, we’re all very used to curating the images on our website and on our social media channels in view of what we think they say about us both professionally and personally. But what of our Google My Business profiles? If you’re guilty of thinking of your profile purely in terms of reviews and local search position, you may have overlooked the need to keep a tight rein on your GMB photos. Ask yourself, for example, how do your existing and potential customers use photos to form an opinion of your business? And does this help them decide to engage with your services, or choose one of your competitors? Google is pretty clear on its stance on the importance of images in GMB, telling us that :
Google is increasingly visual in terms of how it uses AI to ‘understand’ the content of images (read our guide to visual search to learn more). In order to take advantage of the opportunity afforded by having great images, you’ll need to understand what opportunities to add images to GMB exist, who they can be added by, how they can be added, and what types of images work best. Let’s begin! Google’s Guidelines For ImagesIt’s always good to go straight to the horse’s mouth so we can understand Google’s terms of service for the photos that appear in GMB. This is currently the ‘hub URL’ for photos in Google My Business profiles: https://support.google.com/business/topic/6130059 I’d recommend reading through all of the articles in this section—but some of the most important guidelines for photos are as follows:
Keep all of these in mind—these are the guidelines you can use if you need to get user images removed, and of course, these are the guidelines you as a business owner will need to adhere to when uploading your own images. User-generated ImagesUsers can also upload their images to your business profile (*gulp*)! Again, Google is very clear on the guidelines for UGC , which include the following:
Google has a pretty huge list of prohibited and restricted content , so have a good read to make sure that the images you add adhere to these policies and that the images that users have added do the same. Businesses need to be aware that they are not in total control of their images on GMB—sometimes even a user photo can be used to populate a cover photo if the business has not actively managed and monitored their profile: Why would I want a user to add images?Let’s start with Google. Google wants users to add images, and Google wants business owners to encourage users to add images. How do we know this? We know this because Google prompts us to do so with emails, and with notifications on our phones. Example of an email from Google to alert a business that new photos have been added by users Google’s Local Guide program incentivizes the upload of photos to Google Maps I’d imagine that Google encourages photo uploads to keep people engaged with their product(s) and to provide a richer experience for people using Google’s platforms such as search and maps. As businesses, we’re used to thinking and acting in terms of keeping both Google AND our customers and potential customers happy. So, in this case, encouraging users to add photos of our location, at our location *could* be construed as a clear engagement signal by Google. Plus, it’ll mean that we have more photos for customers and potential customers to browse, hopefully driving them towards using our location or service over an alternative. What’s NOT to like? (Spoiler alert—plenty, but we’ll get to that later). How to Encourage Users to Add Photos at Your LocationOf course, some types of locations are going to be easier than others, and encouraging user uploaded photos isn’t going to be viable for each and every niche / vertical. Here are a few ideas for getting photos: Make OpportunitiesWhenever you can, build photo opportunities into the servicescape: Provide a Photo-worthy ExperienceI’ve made a couple of high-cost purchases where an element of ‘showpersonship’ (if that’s a word) was built into the experience. For example, when I picked up a new car, the ‘unveiling’ was photographed and a video made of it, and the footage and images were emailed to me along with the other details from the garage: Help Customers Get the *Best* PhotosYes, selfies are a thing and people are used to taking them—but imagine you’re working in a bar or restaurant and you see a family group or a celebration and one of them has to duck out of the photos because *someone* has to take the photo? Why not offer to help, and help them get that perfect shot. If you’re offering a service where having images of that experience is an important part of the offering—because it might be a ‘once in a lifetime’ experience (think white water rafting, surfing lessons, a wedding)—you might also think about having a dedicated photographer that can take photos of your customers. Simply *Ask*The most straightforward tactics are so often overlooked. Simply by asking customers, either through posters or flyers at your location, digitally via email, or by actually having a face-to-face interaction (shock horror), you’ll be off to a good start with encouraging those photo uploads. How to Remove User-generated ImagesHappy and engaged customers uploading photos is great, but user-generated content can also suck: And aside from being poor quality, it could also be very inappropriate: When a photo is added by a user using the ‘photo update’ feature in Google Maps this can appear directly in your business profile If a user-added image in some way contravenes Google’s terms of service for user images you can flag it like this: Click “Report a problem” And then be clear about why you’re reporting the image: Once you have submitted your report Google should get that removed. If they don’t, you’ll need to contact GMB support. You can monitor user-uploaded images in your GMB dashboard, choose ‘photos’ then select the ‘by customer’ tab and order by date: Where do photos appear?Business uploaded photos and user photos can appear in many places (across devices) including:
What photos does a business need to add?Google has a great guide to the types of business-specific photos that can and should be added to a business profile. These include:
In the guide, Google recommends uploading at least 3 of each type, plus gives tips on how and why each type is recommended. If you haven’t already read this Google guide go read it now! Businesses can also add 360-degree photos and videos – videos must follow Google’s video guidelines and 360-degree photos need to adhere to these guidelines . Selecting your Google My Business images can be difficult as you want to showcase your brand in the best possible light—which can mean straying too far across the ‘corporate’ line for a local business. You want to have a great selection of professional images, of course, but steer clear of anything that seems too professional and overly polished as it can actually be off-putting and make your brand seem somehow less trustworthy. Instead, focus on professional yet approachable, realistic but not staged images. A smiley team photo, for example, is a nice alternative to a LinkedIn-style shirt and tie portrait picture. With a little practice and experimentation with good lighting and props, you should be able to produce decent quality images in-house without too much expensive equipment required. Google’s aim with images is to give local search users a real feel for the business and its products and services so please avoid the use of stock photos! What is the best Google My Business image size?You’ve likely had to dedicate quite a lot of time, effort, and perhaps even cash to get to this stage. You’ve undoubtedly had to hunt through your archives to find enough images to satisfy Google’s category recommendations. You may well have come up short and realized that you don’t have images of certain members of staff, particular products, or the interior and exterior of your office. If that’s the case, you might have been forced to purchase a decent camera, lights, and tripod, or outsource the job. If you’ve gone for option two, a professional photographer rarely comes cheap. The last thing you want now is for all of that energy to be wasted by uploading images that are incorrectly sized. Get this bit wrong and your pictures may appear distorted, could be too big or too small, too grainy due to a low resolution, or enormous because the resolution is too high. You could also find that you spend an unnecessary amount of time uploading, editing, deleting, and re-uploading images to try and get them to look right if you begin with the wrong resolution or image size. So, what size do Google My Business photos need to be? Google My Business Image DimensionsThe Recommended RatioThe ratio is the relation of height to width. Google recommends a 1:1 ratio where the width and height of the image are equal. Photos display differently across devices and platforms—so you’ll need to actively monitor how your images look. Choose an image that has a center focus and will ‘make sense’ whether it’s shown as a square or as a rectangle. The Recommended Image SizeIdeally, your Google My Business photos should be 720 px tall by 720 px wide. This size allows for the optimal display of the image on all device types. Use these dimensions as the standard for all images you upload and you’ll also maintain consistency across your photo albums. This gives your Google My Business profile a polished, professional appearance. The Minimum Image SizeGoogle’s minimum size limit for images is 250 px tall by 250 px wide. Format Selection (File Type)Google My Business accepts both JPEG and PNG file types. Your images should be saved as one of these two formats before you upload. Your photo editor will very likely provide you with this option when saving your file. You may find that your business logo has been supplied to you in a PNG format, whereas JPEG will likely cover everything else. Google Posts ImagesGoogle recommends 720px by 720px. However I’ve always used a 1200px wide by 900px tall image, and I make a Canva Post template for each of the businesses that I work with using their brand guidelines. Top Tip: Use my Canva template guide for GMB Posts to make it easy to create great-looking Posts! Whatever image size you choose, I’d recommend monitoring how these look across devices and platforms. Google ProductsI usually add images for products at 1200px by 900 px. It’s worth noting that images for Google Products need to comply with Google’s Shopping Ads policy —if you have an issue getting products approved in GMB it might be because your product images don’t comply: How do I, as a business, upload images?Images can be added via the Google My Business dashboard, the new NMX SERP interface, and the soon-to-be-defunct GMB app. If you have a number of locations and you have bulk verified those listings you can upload images via bulk upload – you can find the full step-by-step instructions here. How do I know how well my photos are performing?GMB insights currently includes data on ‘photo views’: Along with an indication of how your metrics compare with other similar businesses. Photo views, as a metric, are currently absent from the new profile performance report but could be added at a later date. You can also bulk download photo insights for your location or group of locations via the GMB dashboard: You can choose the time frame: If you do this regularly you’ll be able to compare and contrast the following data points:
Influencing Which Images Show in ResultsWhen you upload images to your Google My Business profile, they will be labeled with ‘from the owner’ to distinguish them from images uploaded by customers. This does not mean, however, that your own images will automatically get preferential treatment and be displayed most prominently in your Google My Business profile. Given the importance of imagery for brand building, you’ll naturally want to wield tight control over which images are most visible to local search users. Google doesn’t specifically give you control over this aspect of your profile, and makes it clear that it won’t necessarily be your cover photo that appears in your business listing in the SERP or the results in the map pack: You’ll need to specify the image you’d like Google to use as your cover photo, and then you need to monitor how your profile photo appears across devices, platforms, and locations. In some instances, Google uses image search to populate the profile photo—read more about that here . If Google is using GMB photos to populate your cover photo in the business profile, and you still can’t get Google to show the image you’ve selected, then Sterling Sky offers these handy tips :
When your business appears in the local finder, Google will ideally be looking for an image in your GMB that they can use alongside your listing, justifying its inclusion in those search results. For this reason, it’s a great idea to make sure you have images that Google could use alongside searches for your most popular products and services. For example: Note here that in photos 1 and 2 Google is having a little trouble distinguishing between a sloth, a meerkat, and a lemur! In the business profile when viewed on a mobile, you’ll see a scrolling pack of images like this: These photos are algorithmically chosen by Google—the featured images could be uploaded by the business or by the user. According to aircam.ai: “ If a business owner shares high quality, local, recent photos the likelihood of Google showing your photos over user-generated photos skyrockets.” How often should I add or remove photos?Schedule Regular UploadsAs you get into a routine of sourcing images to populate your Google My Business, you’ll find that you naturally start to notice opportunities during the course of a typical day. A restaurateur might get into the habit of taking a picture of the daily special, for example, an interior designer might share an image before and after a room makeover, or a car dealer might upload photos of a happy customer driving away. Make sure that you have images that reflect how your business looks through the seasons, and make sure you keep your images updated to reflect any changes to your services, how you deliver your products and services, new team members, and any other relevant changes. Go All Marie Kondo on Your Image PortfolioDon’t be shy about removing images as and when they become outdated. For example, if you make over your guest rooms and the older photos no longer reflect the look and feel, or if you change up your product and service provision. Or, if you originally offered surfing lessons and no longer do so, you might like to remove those from your images, since they won’t be reflecting your current business offering. Other Helpful TipsShould I geotag my photos?TL;DR – No No, it’s not required. If you are desperate to geotag the images you *could* go ahead, but not until you have done absolutely EVERYTHING else you can do on your GMB with regard to optimizing for ranking and conversions. This is an interesting take on geotagging by Tim Kahlert . Are there any tools that can help me?We’re not all awesome photographers, and even though smartphones make it totally possible to take a very reasonable photo or video it might be that we—as business owners and marketers—need to turn to apps and tools to help us. Apps like LocalPics enable you to send new photos to your Google My Business account from a mobile device. LocalPics is designed to meet the specific needs of Google My Business users. With no log-in required and a text reminder service, LocalPics makes it quick and easy to push new images straight to your profile. This not only cuts down on the time needed to keep an influx of fresh images flowing to your account, it can also help to tick the ‘authentic’ and ‘genuine’ boxes that Google insists on. Aircam.ai is new to the market and manages the process of capturing photos for multi-location businesses. It uses Google’s Cloud Vision API to understand what Google will *see* in the images that their photographer captures for the business, allowing business owners to choose the right shots for their potential customers AND Google. Canva is a great tool that you can use to resize your photos and change up the design. There are both free and paid versions to choose between. The ‘Try the API’ function in Google’s Cloud Vision API allows you to upload one of your images to take a look at how Google classifies your image according to its millions of predefined categories. We’d love to hear what you thinkDo you have any tips for taking great photos? What are your favorite image editing apps? Share your thoughts and recommendations with us in the comments. via BrightLocal https://ift.tt/KH9zpCr Check out more SEO posts onhttps://seouk41.blogspot.com/
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