It is called Google Business Profile now, not Google Business Profile. Google renamed it in late 2021 and retired the standalone app, so you manage it directly in Google Search and Maps. The single highest leverage change most businesses can make is picking a more specific primary category.
Key Takeaways
- The name changed. Google Business Profile became Google Business Profile in late 2021, and the app was retired in 2022.
- Your primary category is the strongest lever you control. Be specific rather than broad.
- Distance beats almost everything. You will not outrank a closer competitor for the most local searches, and no tactic changes that.
- Reviews matter, and steadiness beats volume. A trickle over months beats fifty in one week then silence.
- Never stuff keywords into your business name. It is against the rules and it can get you suspended.
By leveraging the power of Google Business Profile, businesses can attract more customers, increase their online reputation, and ultimately drive more sales. It is step one in every Prosper SEO campaign we run.
Why does your Google Business Profile matter?
When it comes to local search engine optimization (SEO), Google Business Profile plays a vital role. In fact, having a well-optimized Google Business Profile profile is one of the key factors that can determine whether a business appears in the coveted “local pack” of search results. The local pack is the section at the top of Google’s search results page that showcases local businesses related to a user’s search query.
By claiming and optimizing your Google Business Profile profile, you can significantly increase your chances of appearing in this prime real estate, drawing the attention of potential customers who are actively searching for products or services in your area. That visibility is the first milestone in our Lubbock SEO campaigns.
In addition to helping you rank higher in local search results, Google Business Profile also enhances your online presence by displaying essential business information, such as your address, phone number, website, and hours of operation, making it easier for customers to find and visit your business.
What actually decides your local ranking?
Google names three factors, and they are not equally weighted. Understanding which is which saves you from wasting months on the wrong work.
- Distance. How close you are to the person searching. This is the heaviest factor and you cannot do anything about it.
- Relevance. How well your profile matches what was typed. Your primary category does most of this work.
- Prominence. How well known and well reviewed you are, both on Google and across the wider web.
Sit with the first one, because it is the thing nobody selling local SEO wants to say out loud. If somebody is standing next to a competitor and searches, that competitor will usually win, and there is no optimisation that changes it. What you can win are the searches where distance matters less, meaning branded queries, specific service queries, and searches from a wider radius.
Of the things you do control, your primary category is the biggest single lever, and most businesses choose it badly. A firm listed under the broad label of Lawyer will struggle against a firm listed as Personal Injury Attorney when somebody searches for a personal injury attorney. Pick the narrowest category that is genuinely accurate, then add secondary categories only for services you actually offer.
Your website still matters here too, because prominence draws on signals from outside the profile. A profile backed by a real website and consistent local SEO will outrank an identical profile with nothing behind it.
How do you set up your profile?
To get started with Google Business Profile, you need to create a profile for your business. The process is simple and straightforward. Begin by navigating the Google Business Profile website and clicking the “Start Now” button. You will be prompted to sign in with your Google account or create a new one if you don’t already have one.
Once you’re logged in, you can begin setting up your profile by providing basic information about your business, such as the name, address, phone number, and website URL. It’s crucial to ensure that this information is accurate and consistent with what appears on your website and other online directories. Consistency is key when it comes to local SEO, as search engines rely on this information to determine the legitimacy and relevance of your business.
How do you optimise it?
Having a complete and optimized Google Business Profile profile is essential for improving your visibility in local search results. Here are a few best practices to follow:
- Choose the right categories: Selecting the most relevant categories for your business helps Google understand your business and match it to relevant search queries.
- Craft a compelling business description: Use your business description to highlight what sets your business apart from the competition. Make it engaging, concise, and informative.
- Upload high-quality photos: Visual content plays a crucial role in attracting customers. Upload high-resolution photos of your business, products, and services to showcase what you have to offer.
- Add accurate business hours: Make sure to provide accurate information about your business hours, including any special hours for holidays or events. This helps customers know when they can visit or contact you.
How do you manage the listing?
Once your Google Business Profile profile is set up and optimized, managing your listing is important to ensure its accuracy and relevance. Regularly log in to your Google Business Profile dashboard to monitor and update your information as needed. Here are a few key tasks to prioritize:
- Respond to customer reviews: Customer reviews play a significant role in shaping your online reputation. Take the time to respond to both positive and negative reviews, demonstrating your commitment to customer satisfaction.
- Update your business information: If you move locations, change phone numbers, or update your website, it’s crucial to update this contact information on your Google Business Profile profile to maintain accuracy and verify your business.
- Post regular updates: Utilize the “Posts” feature on Google Business Profile to share news, promotions, events, and other relevant updates with your customers. This helps to keep your profile fresh and engaging.
How should you handle reviews?
Customer reviews have become an essential part of the decision-making process for many consumers. Before visiting a business or making a purchase, people often turn to online reviews to gauge the quality of products or services. Google Business Profile allows customers to leave reviews directly on your listing, making it important to monitor and respond to these reviews actively.
Positive reviews provide an excellent opportunity to show appreciation for your customers and build loyalty. Take the time to respond to positive reviews, thanking customers for their feedback and expressing your gratitude for their business. This simple act can go a long way in fostering positive relationships with your customers.
On the other hand, negative reviews should not be ignored. Instead, view them as an opportunity to address customer concerns and showcase your commitment to excellent customer service. Responding promptly and professionally to negative reviews demonstrates that you value customer feedback and are dedicated to resolving any issues.
What do the insights tell you?
Google Business Profile provides valuable insights into how customers are finding and interacting with your business online. By leveraging these insights, you can better understand your target audience and make data-driven decisions to improve your local SEO strategy.
The “Insights” section of your Google Business Profile account provides information on how many people are viewing your profile, how they found your business (e.g., through a direct search or discovery search), and what actions they took after viewing your listing (e.g., visiting your website, requesting directions, or calling your business).
By analyzing these insights, you can identify trends, understand which aspects of your profile are resonating with customers, and identify areas for improvement. For example, if you notice that a significant number of customers search for your business through direct searches, it may indicate that you need to focus on increasing your brand visibility through other marketing channels.
How do you get the most from it?
To maximize the benefits of your profile on Google and boost your local SEO efforts, consider implementing the following tips:
- Regularly update your profile: Keep your Google Business Profile profile up to date by adding a cover photo, listing any new services, updating your business hours, and sharing relevant posts.
- Encourage customer reviews: Actively encourage your customers to leave reviews on your Google Business Profile listing. Positive reviews can help build trust and attract new customers.
- Utilize Google Business Profile page attributes: Take advantage of the attributes feature on Google Business Profile to highlight specific offerings or services that set your business apart.
- Monitor your competitors: Keep an eye on what your competitors are doing on their Google Business Profile profiles. This can provide insights and inspiration for improving your own listing.
How does it fit with the rest of local SEO?
While Google Business Profile is a powerful tool on its own, integrating it with other local SEO tactics can further enhance your online presence and visibility. Consider implementing the following strategies:
- Optimize your website for local SEO: Ensure that your website is optimized for local search by including location-specific keywords, creating location-based landing pages, and adding structured data markup.
- Build local citations: Consistently build and maintain accurate local citations across relevant online directories. This helps search engines validate and find your business location and boosts your local SEO efforts.
- Leverage online directories: In addition to Google Business Profile, consider listing your business on other online directories such as Yelp, Bing Places, and Apple Maps. This increases your online visibility and improves your chances of appearing in local search results.
- Implement a review management strategy: Develop a comprehensive strategy for managing customer reviews across various platforms, including Google Business Profile. Encourage satisfied customers to leave reviews and promptly address any negative feedback.
Conclusion
In today’s competitive business landscape, having a strong online presence is essential for attracting customers and driving sales. Google Business Profile provides businesses with a powerful platform to improve their local SEO efforts and gain a competitive edge.
By setting up and optimizing your Google Business Profile profile, managing customer reviews, leveraging insights, and integrating them with other local SEO tactics, you can harness the power of this secret weapon and achieve local SEO success.
Don’t miss out on the opportunities that Google Business Profile offers. Sign up for Google Business Profile and start optimizing your profile to boost your local SEO efforts. If you need a little help, let us help get you started.
