Google Business Profile: Boost Your Local SEO
It’s getting harder to get found online. Local businesses that depend on foot traffic to generate sales must find creative ways to get the word out.
Google Business Profile (GBP) is a powerful tool to add to your local SEO toolkit. For small and community businesses, leveraging GBP leads to increased visibility, targeted traffic, and a competitive edge in the local market.
Formerly called Google My Business, GBP is a comprehensive business listing service search engine giant Google provides for free. Business owners can use it to create and manage business profiles that appear in local search results and on Google Maps.
Setting up a business listing lets you include detailed information such as address, phone number, website, hours of operation, and special offers. You can showcase photos of your products or services, collect and respond to customer reviews, post updates about your business, and answer custom queries.
Its integration with Google Maps makes certain your business is easily discovered by local customers looking for specific services in their communities.
Why is local SEO important for small and local businesses?
Local search engine optimization (SEO) is a content marketing technique that optimizes a business’s online presence to attract more customers from relevant local searches on Google. The increased visibility local SEO provides to small and local businesses is invaluable.
When someone searches for a product or service with the added instruction of “near me” or a specific location, local SEO puts your business at the top of the search results.
Appearing in local search results builds credibility and trust with your ideal customers. They can explore the customer reviews on your GBP listing and learn more about how to do business with you. Maintaining accurate information on your listing improves the user experience, increasing the likelihood someone will choose your business over a competitor.
Compared with traditional advertising methods, local SEO through Google Business Profile is a cost-effective marketing strategy. It targets consumers already looking for your services, reducing the need for expensive ad campaigns and improving the ROI.
How does Google Business Profile integrate with Google Maps?
One of the most significant benefits of having a fully optimized Google Business Profile is its seamless integration with Google Maps.
A go-to for local searches, Google Maps provides information such as location and hours of operation for businesses within a community. Fully optimizing your GBP helps your listing display more prominently in searches for your products or services, increasing your visibility to customers in your area.
There’s another important reason to make sure you’ve fully optimized your GBP listing: earning a coveted spot in the Google Map Pack. This prime placement – the top three local business listings that appear on the first page of Google search results with a map – enhances your visibility and chances of attracting new customers.
Some other benefits of the integration with Google Maps include:
Easy access to business information. With your GBP integrated into Google Maps, users can easily access your contact information, business hours, and get precise directions to your location, boosting the user experience.
Click-to-call feature. On mobile devices, the click-to-call feature allows users to contact your business directly from the Google Maps app, simplifying the process for customers and increasing the likelihood of immediate engagement.
Street view and interior photos. Google Maps integration also supports Street View and interior photos, providing users with a virtual tour of a business. This feature appeals to customers who want to familiarize themselves with your business before visiting.
How does a GBP improve website click-through rates?
An informative and engaging Google Business Profile attracts potential customers and drives traffic to your website. Optimizing your GBP with high-quality photos, positive reviews, and regular updates significantly improves your click-through rates (CTR). This increased engagement boosts your visibility and enhances your chances of converting online visitors into devoted customers.
Use these techniques to get the most out of your GBP:
Post engaging photos and videos. Including high-quality photos and videos in your profile makes your listing more visually appealing. Potential customers are more likely to click on a listing that provides a clear, attractive view of your business and products or services.
Respond to customer reviews. Customer reviews play a significant role in influencing customer decisions about your brand. Positive reviews and high ratings increase your credibility. However, how you respond to negative reviews demonstrates your commitment to customer service.
Include comprehensive business information. Providing detailed and accurate business information, such as operating hours, contact details, and services offered demonstrates transparency and builds trust.
Perform regular updates. Regularly post fresh photos and videos, promotional offers, and other information that signals your business is active and thriving.
How do you include SEO keywords in your GBP listing?
Incorporating relevant local keywords into your Google Business Profile is essential for optimizing your visibility in local search results. By strategically using these keywords in your business description, services, and posts you can significantly improve your ranking in local search queries.
This optimization helps potential customers in your area find your business quickly and easily, leading to increased foot traffic and online engagement.
Work with an SEO copywriting specialist who understands how to conduct proper SEO keyword research for your industry, and then use those keywords across your GBP and other online platforms to strengthen your overall SEO strategy.
Are there any downsides to Google Business Profile listings?
Unfortunately, yes. A few hidden dangers exist.
One of the biggest security issues with GBP listings is the flaw that allows anyone to create an account for your business, even if they don’t work there or have zero affiliation with your brand. You can imagine the damage to your brand if a direct competitor or disgruntled former employee or customer decides to open an account for your business.
There are several scenarios in which an unauthorized person can access your Google Business Profile.
In these situations, the best solution is to contact Google directly. You’ll need to have documentation available to prove you’re the legitimate owner of your business. Google uses it to verify your authenticity and return control of the GBP to you.
The benefits far outweigh the risks of creating and maintaining a Google Business Profile for boosting your local SEO.
Google Business Profile sustains local SEO success
There’s no doubt that a strong online presence is vital for local businesses looking to attract nearby customers and drive growth.
Google Business Profile offers a powerful tool for enhancing visibility and engagement through its integration with Google Maps, improved click-through rates, and strategic use of local keywords. Optimizing your GBP helps your business stand out in local searches, provides essential information conveniently, and builds trust and credibility with potential customers.
Need help setting your GBP up? Hit me up for help creating and maintaining it using strategies that maximize your local SEO success.