Having an optimized Google Business Profile is key to driving customers. It displays your client’s unique selling points to potential customers and increases their chances of showing up in local searches.
While there is some debate over whether certain Business Profile fields affect ranking, most experts agree that a completed profile sends good signals to Google and results in more visibility.
1. Create an Optimized Description
When claiming or creating a Google Business Profile, businesses are asked to choose a primary business category. The business category should be the one that best describes the type of service or product offered by the business. It’s important to use a relevant and specific business category, so Google can accurately display the listing in relevant searches.
Choosing a primary business category is an important step in optimizing your Google Business Profile, but it’s not the only thing to consider. In addition to selecting a relevant and accurate category, you should also provide a detailed business description that conveys the nature of your business.
For example, a healthcare clinic should focus on describing its specialized treatment and patient-centered services in the description field. You should also monitor category updates and submit feedback to Google if the available categories don’t reflect the business you operate. By taking these steps, your client’s business can get found more easily in local search results and attract new customers. This can lead to increased brand recognition, improved credibility and trust, and more revenue for the business.
2. Add Photos
Adding photos is an easy way to make your Business Profile stand out. In fact, Google has reported that businesses with photos receive 42% more requests for driving directions and 35% more click-throughs to their websites than those without photos.
Whether it’s an exterior shot of your store, interior shots of common areas or team photos, make sure to include a variety of images that represent your business well. Don’t forget to add your logo and a cover photo!
To help you with this, there are several apps that can be used to quickly upload new images directly to your Business Profile. This not only saves time, but it also helps ensure that the images you use meet Google’s image guidelines and are authentic.
Keep in mind that it’s best to update your Business Profile regularly. This doesn’t mean you have to post as often as Facebook or Instagram, but a consistent flow of updates helps you stay active in search and boosts your rankings. You can do this by posting offers, events and updates in the “from your business” section.
3. Update Your Business Information
The primary business category is one of the most important ranking factors for Google Business Profile. It conveys to Google what services you provide, so make sure it’s accurate and relevant. If you’re eager to further uncover the Top Secret to Ranking #1 in Google My Business, watch this video.
The secondary categories you choose can also help your listing rank in local packs when people search for specific products or services. For example, if you have a bakery that specializes in doughnuts, selecting the related “doughnut shop” and “bakery” categories can increase your visibility in searches for those specific products or services.
It’s important to keep your business information up-to-date on your Google Business Profile, as well as confirming and updating any other third-party online listings of your business. This will ensure the most up-to-date, accurate information about your business is available and can be viewed by your potential customers.
Regularly posting updates on your profile can keep your audience engaged with your business. Posting about new products or services, upcoming events, and special offers are all great ways to engage with your audience and attract new ones.
4. Optimize Your Location
The Google Business Profile is a powerful platform that can enable new customers to discover your company, contact you directly, and book appointments and services online. The key is optimizing and maintaining your Google Business Profile through your Google My Business account to maximize its effectiveness in acquiring new customers.
Google prioritizes businesses that provide accurate, relevant information and activity on their profiles. For service-based businesses, this can mean more visibility and engagement. Consumers in a micro-moment often enter a search query with a specific purpose, meaning that the results they see need to fully answer their question. This leads to what is called “zero-click searches.”
If your company has multiple locations, you can optimize each one by ensuring the correct address is included in your Business Profile and that the hours of operation are clearly displayed. It’s also important to use the local phone number that best reflects your customer base. You can also specify a service area, which is helpful for restaurants that also home deliver or local cleaning companies.
5. Add a Google Map
The Google Business Profile (previously known as Google My Business) is a powerful local marketing tool that offers a wide array of benefits for small businesses. It’s the digital equivalent of a well-dressed storefront, welcoming customers in and enticing them to learn more about your products and services.
A complete and optimized Business Profile can have a significant impact on your sales and visibility. It can also help you build trust and credibility with your customers by responding to reviews, showcasing your products and services, and regularly posting updates.
Adding and managing your Business Profile listings can be simple, but there are some things you should know before getting started. You should first check if your business is already listed on Google. If it is, make sure to select and claim the listing rather than creating a new one. This will prevent double listings, which can confuse customers and damage your reputation. Similarly, you should avoid including keywords in your name or category that aren’t related to your business. This can cause search results to be filtered or hidden in some cases.
6. Optimize Your Website
The Google Business Profile website feature allows your customers to browse your products and services without leaving the page. This increases engagement and conversions. The free website feature can also improve local search rankings. However, it is important to note that your Google Business Profile’s NAP (Name, Address, Phone Number) needs to be consistent across online platforms.
Posting updates, photos, and questions & answers on your Google Business Profile helps boost visibility. It also encourages engagement with your brand and shows you’re active and up-to-date.
It’s also a good idea to study the Google Business profiles of your competitors to find areas of opportunity. For example, a healthcare clinic can optimize their GMB profile by highlighting unique patient care features.
Customer reviews also help boost your GMB visibility. In fact, 84 percent of people trust online reviews as much as personal recommendations. That’s why it’s important to get as many positive reviews as possible. A well-optimized Google Business Profile can help you attract more local customers and grow your business.
7. Add Reviews
Online reviews help potential customers decide which local businesses to choose for products and services. They also have a positive impact on the star rating that shows up next to business names in search results. Responding to customer reviews (both good and bad) is a great way to build trust and credibility with your customers.
You can invite your customers to write a review by sending them a link via email, instant message, or on social media. You can even create a QR code that allows customers to leave a review when they are in your shop or using one of your services.
A fully optimized Google Business Profile is an essential part of any local business’s online marketing strategy. It is a powerful tool that provides customers with important information about your business, and it can even lead to more sales. In order to maximize its potential, you should optimize your profile regularly and take steps to encourage more customer reviews. A well-optimized Google Business Profile will increase your local visibility and boost your business’s bottom line.
8. Use Plain English
The text box on your Google Business Profile is limited to 750 characters, but only 250 are displayed without having to click “read more.” To maximize this space, avoid using jargon or keywords in the description. Instead, use natural language and an upbeat tone to create a more genuine impression with potential customers.
Make sure to answer any questions that your clients might have about your products or services, and include both your regular hours and holiday hours in the Q&A section. This helps you reduce the number of users who search for your business, then discover it is closed when they arrive.
Optimizing your Google Business Profile isn’t a one-time event. It requires ongoing maintenance, including responding to reviews and highlighting new features or events on your profile. It’s also a good idea to set up notifications, so you get alerted whenever someone adds a question or comment. This will allow you to quickly respond and ensure that information on your profile is always up-to-date. This will keep your business at the forefront of users’ minds, and will increase the likelihood that they choose you over your competitors.