A significant number of people rely on search engines to discover local businesses, so it’s vital for companies (particularly those serving specific locations) to have visibility online separate to their website.
One of the most effective tools for achieving this is the Google Business Profile (GBP). This allows you to show up in map pack or Google maps, for local search.
So let’s explore some key ways to make the most out of your GBP, enhance your online presence and attract more customers.
Why Is Optimising Your Google Business Profile Important?
Increased Online Visibility & Appearing In Local Search Results
With local search being ever popular, a well-optimised GBP can considerably amplify your business’s online visibility.
Your Google Business Profile provides valuable information to potential customers and helps improve your visibility in local search results, when users search for a product or service in your vicinity.
To make the most of this opportunity it’s essential to not only optimise your website for local search, but to also optimise your Google Business profile (or profiles if you have multiple locations) effectively.
A well optimised GBP is more likely to be displayed in the search results and more likely to catch a searcher’s attention. Potentially increasing your website traffic, phone inquiries, or physical location visits.
Establishing a Professional Image To Build Trust and Credibility
A comprehensive and current GBP helps in establishing a professional image for your business. It shows that you’re attentive to your digital presence and provides essential information swiftly and accurately to your customers.
Building Social Proof through Reviews
Reviews and testimonials play a major role in how people make buying decisions across sectors and industries.
Whether B2B or B2C, hearing from peers about the value or quality of a product or service, lends credibility and that important human touch to the messaging.
Reviews on your GBP can influence potential customers and a profile with numerous positive reviews can attract new customers.
Demonstrating Active Engagement
Responding to reviews and updating your GBP regularly demonstrates to customers that you are actively engaged and concerned about their experience. This level of engagement can foster trust and credibility.
Understanding Customer Behaviour & Engagement
GBP gives you access to a wealth of insights and analytics, which can reveal how customers are finding and interacting with your business online. Understanding these patterns is crucial for refining your marketing strategies.
Google provides detailed data on how users interact with your GBP, including calls made, direction requests, and website visits. Monitoring these interactions can help you understand what drives engagement.
The insights obtained from your GBP can inform various business decisions, from product offerings to operational hours. This data-driven approach can lead to more effective business strategies.
How to Optimise Your Google Business Profile
Actually Claim & Verify Your Profile!
Sounds obvious I know, but it is surprising how many businesses fail to either add or claim their GBP.
Visit the Google Business Profile Manager and enter your business name. If your business already exists it will appear in the list, and if not you can create it.
Alternatively find your business profile on Google Search or on Google Maps and click claim this business or own this business?
If someone has already claimed the listing, you can request access.
Otherwise fill out the details requested and complete verification (there are a number of ways to do this.), which ensures your profile appears on Maps. Google provides instructions on verification here.
Verification also serves to reassure users that the information presented is accurate and representative of your business, which is crucial for maintaining your business’s reputation.
Keep Your Information Up to Date
Regularly review and update your business information on your Google Business Profile, including your address, locations you serve, phone number, business hours, and website URL. This helps customers find accurate and current information about your business, avoiding any customer inconvenience or confusion and leading to a better user experience.
This can be easily managed from within the SERP.
Reflect Your Core Offerings
Selecting categories that mirror the products or services you offer is essential. This ensures that your business appears in the most appropriate and relevant search queries.
In addition to primary categories, consider adding relevant secondary categories that further describe your business to capture a wider audience and represent your full service offering.
Highlight Unique Aspects
In addition to the basics, it’s important to include any unique aspects of your business, such as accessibility features or special services that set you apart from competitors.
You have you Business Description and Services sections to add these.
Google also provides a simple way of adding things like Accessibility, Amenities and other important bits of unique information in the More section in Business Information.
Use High-Quality Visuals
Visual content plays a crucial role in capturing the attention of potential customers. Upload high-quality images and videos that showcase your products, services, and business.
Visual content not only makes your profile more engaging but also gives customers a glimpse of what to expect from your business.
Encourage Customer Reviews
Positive reviews can boost your credibility and reputation in the eyes of potential customers. Encourage your happy customers to leave reviews, and be sure to respond to them promptly.
Respond to both positive and negative feedback. Chances are that however excellent your business and customer service are, you will have some unhappy customers or negative feedback. Reputation management is important.
Some may be legitimate, some may be due to factors completely out of your hands, and some might be fake or left with malicious intent. Potential customers who are researching your brand will find those reviews, whether or not you want them to.
Engaging with reviews shows that you value customer feedback and are committed to providing excellent service.
A valid concern could prompt you to improve your business, and you can demonstrate that you listen and act upon feedback from your customers. Use the feedback from reviews to make improvements to your products or services. Genuine customer insights can be invaluable for business growth.
It presents an opportunity to convert unhappy customers into advocates by demonstrating genuine care and a willingness to assist them.
Use Google Posts
Google Posts let you share updates, offers, events, and other relevant information directly to your Google Business Profile.
Use this feature to engage with your audience, highlight new offerings, and drive traffic to your website or location.
An active profile is a signal to customers and to Google that your business is operational and responsive. Regular updates and posts keep the profile interesting.
Time your posts to coincide with business promotions or local events to maximise exposure and relevance to your audience.
You can also use your profile to share milestones and achievements, which can humanise your brand and create a narrative that customers can connect with.
Many social media scheduling tools will allow you to schedule posts to your GBP.
Leverage Google Q&A
The Questions & Answers section on your Google Business Profile allows you to address common customer inquiries and provide helpful information about your business.
This interaction can provide valuable information to prospective customers and improve your service offering.
Here is an example from my favourite local pizza restaurant.
Monitor this section regularly and respond to questions promptly to demonstrate your commitment to customer service.
Monitor Performance with Insights
Take advantage of the insights provided by Google My Business to track the performance of your profile. Monitor key metrics such as views, clicks, and actions taken on your profile to gain valuable insights into customer behaviour and preferences. Use this data to refine your optimisation strategies and enhance your online visibility.
Engage with Customers
Engagement is key to building strong relationships with your customers. Respond to customer inquiries, reviews, and messages in a timely and personalised manner.
By engaging with your audience, you can foster trust, loyalty, and customer satisfaction.
Go Forth & Optimise
Optimising your Google Business Profile is an indispensable strategy for improving your online visibility and attracting new customers, particularly for local search.
By keeping your information accurate and up to date, leveraging visual content, encouraging customer reviews, and engaging with your audience, you can enhance your online presence and establish trust and credibility with potential customers.
Stay proactive, stay engaged, and stay focused on delivering exceptional customer experiences. The benefits to your business can be substantial and long-lasting.
