If you run a local business, having an optimized Google Business Profile (GBP) is a must for increasing visibility and capturing more leads in search results. With over 1 billion monthly active Google Maps users searching for local businesses, failing to optimize this free listing means leaving potential customers on the table.
In this guide, we’ll cover why you need a GBP for local SEO and recommendations for your optimizing google business profile to make sure your business shows up accurately and enticingly in the search results.
Why Your Business Needs a GBP
A Google Business Profile (previously called Google My Business) is a free business listing that publishes your business information across Google, including Search, Maps, and the Google Maps app. Here’s why it’s so vital for local search performance:
Drives Foot Traffic
50% of people who search on their smartphones visit a related business within a day. An optimized Google My Business helps you connect with this local intent searcher and drive more store visits.
Boosts Local Rankings
Profiles with complete information tend to perform better in local ranking. Optimizing key elements like business info, photos, attributes and more signals relevance to searchers.
Builds Brand Visibility
Your GBP provides a branded digital presence on Google where customers consistently turn for information, even when not explicitly searching. This allows you to strengthen awareness and highlight your reputation.
Surfaces Special Offers
Features like Posts let you highlight limited-time specials, events, and more to catch the eye of searchers and help drive conversions.
Provides Valuable Insights
The dashboard offers helpful analytics like how many calls you receive from your GBP listing. This allows you to calculate the ROI and impact of your optimization efforts.
How to Optimize Your Google Business Profile
Now that you know why a GBP is invaluable for appearing prominently in local search results, here are our top tips for making sure your profile is fully optimized:
Complete Key Profile Fields
Start by ensuring every applicable field is filled out accurately, including:
- Business name and category
- Complete physical address
- Phone number
- Website URL
- Business hours
- Year founded
Including as much business information as possible in your business profile helps Google understand more about you, and potentially more confident serving your listing to potential customers. When entering this information, ensure you maintain an NAP consistent with your local citations. Not only will this make your Google business listing more informative to searchers, but Google’s algorithms factor profile completeness into local search rankings.
Write a Compelling Business Description
Beyond your contact information, you can also include a brief description of your business. Craft descriptive copy highlighting what products/services you offer, who your target customer is, what problems you solve, and what makes your business unique. Work in keywords naturally where it makes sense.
An engaging business description that connects with searchers gives your listing an edge over competitors in the Local Pack. It also provides Google details about relevance to inform which searches your business should surface for.
Upload Relevant Photos
Help customers visually understand your business by uploading photos of your storefront, offerings, staff, and more. Studies show listings with photos receive 40% more requests for directions.
- Have at least one photo of your storefront
- Showcase your products/services
- Maintain consistent branding/logo across images
- Refresh images seasonally
Leverage Attributes
Attributes allow you to highlight key business details like payment options, accessibility features, and certifications. Select any that apply to your location. We’ve seen niche attributes can really help you stand out to searchers seeking that quality.
Post Regular Updates
Google Posts let you share events, offers and news directly in search results. Aim to have an eye-catching update every 1-2 weeks to give followers a reason to keep checking your listing. Mix up offers, events, product features and more to keep it interesting!
Enable Advanced Features
If eligible based on your category, take advantage of added capabilities like:
- Booking/appointment services – Help visitors easily schedule from your GBP
- Products feature – Showcase inventory items/services and a “Buy” button
- Q&A – Build trust by addressing common customer questions
The more your profile stands out with unique content and features tailored to your business, the better chance you have of converting searchers into leads and customers.
Monitor and Refine Regularly
Local SEO is an ongoing effort, not a set-it-and-forget-it tactic. Set reminders to check back on your GBP every month or so to:
- Claim and respond to new customer reviews
- Update the profile if you’ve made business changes like new hours
- Refresh images and posts to keep the profile engaging
- Check accuracy of information added by users
The more optimized and maintained your Google Business Profile is, the better visibility your business will have across critical local search result pages. Contact us to learn about our local search marketing services if you need a hand managing your GBP or executing an effective local SEO strategy.
