Are your sales numbers less than ideal? You offer a top-notch service, and your website looks okay, so what could it be?
It’s likely because you either don’t have a Google Business Profile or the one you already have needs updating. But what do you do?
Here’s everything you need to know about optimizing your Google Business Profile for maximum visibility to improve your local search engine ranking.
What is a Google Business Profile?
A Google Business Profile, or GBP, is a free tool for managing businesses’ online presence on Google, including in search engine result pages and Google Maps.
Your GBP helps you provide potential customers with essential information about your business, such as your name, address, phone number, website, hours of operation, photos, reviews, and more.
In fact, according to a report by Google’s Consumer Insights, “where to buy” and “near me” mobile queries have grown by over 200% in the past two years. SEMrush has found that there are more than 1 billion searches that contain the phrase “near me” in the United States every month.
Why Do I Need a Google Business Profile?
If your company has a local focus, a Google Business Profile is critical because it directly impacts your visibility in local search results and Google Maps.
A Google Business Profile helps your business appear in local search results, manage your online reputation, showcase your offerings, and drive more traffic to your website or physical location.
When customers search, “dog groomer near me” or “Denver HVAC contractor,” this is your chance for your Google Business Profile to pop up.
What if I Don’t Have a GBP?
Here are the top 5 risks of not having an optimized Google Business Profile:
Lower Visibility in Search Results
Your business may not appear in local search results or Google Maps when potential customers search for businesses like yours. Google uses business profiles to rank local results, and if yours is incomplete or outdated, it might not show up as prominently.
Missed Opportunities for Engagement
Without optimized photos, descriptions, and posts, potential customers may overlook your business in favor of competitors with more engaging profiles. A lack of current information, such as incorrect hours or unavailable services, can frustrate or confuse customers about your business.
Fewer Reviews and Trust Signals
A business profile that isn’t actively managed may not encourage customer reviews, which are critical for building trust. Without reviews, your business may seem less credible, and potential customers may hesitate to choose you over other companies with higher ratings and positive feedback.
Lower Conversion Rates
A poorly optimized profile might not highlight key information like your services, products, or promotions. As a result, people who find your listing may not have enough information to make an informed decision, leading to lower conversion rates and fewer clicks to your website or calls.
Missed Local SEO Opportunities
Google uses various signals from your business profile (like your name, address, phone number, and reviews) to rank your business locally. If your profile isn’t optimized or consistent, you could miss out on ranking higher in local searches, limiting your business’s growth and reach.
Where Do I Find My Google Business Profile?
- Access: Go to “google.com/business” on your web browser.
- Login: Sign in with your existing Google account or create a new one.
- Create: Create a Google Business Profile and enter your name, address, phone number, and select the appropriate business category.
How Do I Verify My GBP?
You will usually need to verify your business profile. Google will ask you to verify a number of ways, including phone, live video, or a postcard.
How Do I Optimize My Profile?
Optimizing your Google Business Profile is crucial for improving your visibility and attracting more customers. Here are five tips to help you get the most out of your profile:
1. Complete All Information
Fill out every section of your profile, including business name, address, phone number, website, hours of operation, and business description. Ensure that all information is accurate and consistent with what appears on your website and other online listings.
Pro Tip:
If you haven’t already, buy a domain name that matches your business name. Most importantly, make sure it accurately describes your business. Keep it short, sweet, and easy to remember, and it should contain nothing that would be hard to remember.
For instance, if you own a pizzeria, “cheesy-good-piesofcolorado.org” would be a bad idea on every level, whereas, “zenpizza.com” might work better.
2. Add (Many) High-Quality Photos
Did you know the human brain can process images that the eye sees for as little as 13 milliseconds? How about that profiles with pictures receive 42% more requests for directions and 35% more website click-throughs?
Even more, businesses with more than 100 images get 1,065% more website clicks than the average business, while those with just one get 65% fewer.
For these reasons and more, you must use high-quality photos to market your business on your Google Business Profile.
Pro Tip:
Consider what you would want to see if you were a potential customer looking for your product or service. If you’re unsure of what to post, find a competitor to see what they’re doing.
Are they showing people smiling while enjoying your service or the equipment you use? What does your office or space look like? Compress them once you have clear, high-resolution photos, which is easy if you use Canva. This helps with load time!
Better yet, hire a professional photographer. It’s worth it!
3. Encourage and Respond to Reviews
Did you know that around 92% of consumers check online reviews and testimonials before making a purchase? Customer reviews play a massive role in local SEO and customer trust.
Ask satisfied customers to leave positive reviews, and always respond to positive and negative reviews. Showing appreciation and professionally addressing any concerns can improve your reputation.
Pro Tip:
When you respond to dissatisfied customers, it’s crucial to acknowledge the customer’s concerns, apologize sincerely, take responsibility, offer a solution to rectify the issue, and try to take the conversation offline if possible.
4. Keep Your Information Updated
Update your profile regularly to reflect business hours, services, promotions, or changes. If your business is seasonal or has special holiday hours, adjust these details so potential customers know when you’re available.
Pro Tip:
Make sure you regularly update your information everywhere — and we mean everywhere, including your voicemail, which too many overlook. Think about holidays strategically, ensuring that how you market and choose to stay open or closed aligns with your brand, budget, and overall business strategy.
5. Post on Your Google Business Profile
Take advantage of the Google posts feature in your Google Business Profile to share updates, special offers, events, or product launches at least once a week. These posts help keep your profile fresh while engaging potential customers directly on Google.
Pro Tip:
Always include a strong specific call-to-action in every post and something that expresses urgency to tap into people’s FOMO (“fear of missing out”). Ditch “read more” for better options, like “book before we’re sold out!”
Boost Your Visibility with a Google Business Profile
By now, you know optimizing your Google Business Profile isn’t a maybe-sorta-kinda step to running a successful business. It’s vital.
Take the first step and ensure your Google Business Profile is fully optimized to boost visibility, drive traffic, and increase conversions. Don’t wait for potential customers to find your competitors — update your profile, engage with reviews, and start posting regularly to stay top of mind. Optimize your profile, and watch your business grow in local search results.
Don’t know where to start? Reach out to our local SEO experts here at Succeeding Small to start ranking.
