Google Business Profile was Google My Business
Google Business Profile (GBP) — previously known as Google My Business (GMB) — is becoming more and more essential for small businesses hoping to thrive locally. Are you a local business keen to get more website visits from customers in your area? Then claiming and optimising your Google Business Profile (GBP) will let you:
- List your business location or service area on Google Maps and local search results
- Display key information in local searches like opening/closing times and contact details
- Boost your local search rankings to reach potential customers searching for related services or products in your area
Getting Started With Google Business Profiles
Even if you’ve never set up your own GBP listing before, Google may have already created one for you to claim. So start by searching for the name of your business on Google (using a browser on a desktop or tablet). If a profile already exists, it will appear to the right of the main search results, and should display a link to let you claim it. Otherwise, you can start by signing in to Google Business with a Google account (e.g. your Gmail login details). You’ll then be asked for some basic details to start building your business profile.
Verifying Your GBP Listing
Once you submit your business details, you’ll need to verify that you really do own or represent the business. Google offers several ways to do that, some of which take longer than others. Even then, it can take Google several days — or even weeks — to actually start listing your business profile. Still, it’s important to remember that this is all about gaining Google’s trust. The more certain Google is that the information you enter is trustworthy and definitive, the more willing it is to promote your site.
Optimizing Your Google Business Profile
Once you have a GBP Listing, there are several ways you can optimise it to encourage local searchers to engage with it.
Encouraging Reviews From Local Customers
Google reviews help local SEO
Positive Google reviews from local patrons not only enhance your reputation — they also improve the visibility of your Google Business Profile and your site’s ranking in local searches. Encourage your customers to leave feedback by making the review process easy.
Using Landmarks In Descriptions
Mentioning nearby landmarks can significantly increase local engagement and help people locate your business more easily. For instance, describing your bookstore as “located next to Cardiff Castle” not only aids in navigation but also strengthens local relevance.
Local Slang For Local People
Using phrases your target customers might use can be a great way to boost engagement, and that can even extend to using a bit of local slang in your business description. For instance, a restaurant in Cardiff might offer “lush” desserts and “tidy” prices to attract locals. “Lush” is good in the ‘Port (Newport) and Brizzle (Bristol) too, mind.
Crafting Engaging Posts
Highlighting Community Involvement
Engagement isn’t just about selling; it’s about building relationships. Sharing posts about your participation in local events or charity drives can significantly boost your local image. These activities show that your business cares about the community, encouraging more customers to support you.
Local References In Google Business Profile Posts
Local references in your posts, like mentioning well-known local events or using regional nicknames for areas, can make your content resonate more deeply with the local audience.
Using GBP’s ‘Posts’ To Showcase Timely Offers
The ‘Posts’ feature on GBP allows you to publish real-time updates about what’s happening at your business. This could be anything from a limited-time discount, new product launches, upcoming events or new blog posts. Regularly updating this section can keep your audience informed and engaged, directly improving local SEO by driving traffic to your profile.
Using Images In Your Google Business Profile
Very Bristolian — Hot air balloons over Clifton Suspension Bridge
Focus On Local Photos
Photos that feature recognizable local scenes or landmarks can further cement your business’s standing in the community. This visual tethering not only enhances local relevance but also serves as a visual invitation for locals to visit.
Digital photos also often contain “EXIF” data about how, when and where they were taken. Removing that from images on websites helps privacy and site speed, but Google Business Profile likes to see the GPS data, at least. The more certain GBP can be of your business location the better, so uploading photos geotagged with coordinates in your area can help.
Prefer Professional Shots
Investing in quality always pays off, so professional photos can play a key role in creating a compelling online presence. These should showcase your products or services in the best light, attracting potential customers who browse your GBP listing.
Candid ‘behind-the-scenes’ photos can communicate the authenticity and passion behind your business. These images allow customers to feel a personal connection to your business, seeing the hard work and dedication that goes into delivering your services or products.
Local SEO Strategies To Attract Local Traffic
Showcasing Success Stories
Real-life success stories of customers using your services effectively can serve as powerful testimonials and guides for others. These narratives can illustrate practical examples of how specific strategies have translated into increased local traffic and business growth.
Actively Managing Your Google Business Profile
Optimizing your GBP listing to attract more local traffic can directly boost your local SEO standings. This involves regularly updating your listing with fresh content, engaging actively with reviews, and ensuring your business information is consistently accurate and detailed.
Maximum Effect For Minimal Effort
Many effective GBP strategies do not require extensive resources. Simple actions like regularly updating photos, responding to reviews, and using local slang can yield significant returns, making them ideal for sole traders looking to maximize impact with minimal effort. Actively managing your GBP listing can significantly boost your site’s local SEO, and collecting Google reviews directly influences your chance of appearing in Google’s “3-pack” mini-map at the top of local search results.
