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
Get 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.
Verify 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.
With Google Business Profile Insights, businesses can access detailed analytics about their online presence. This feature reveals how customers are discovering your profile—whether via Google Search or Maps—and what actions they take, like visiting your website or requesting directions. By analysing these insights, you can tailor your marketing strategies to meet customer needs, such as boosting visibility during peak search times or enhancing particular services that receive more inquiries.
Optimize 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.
Maintaining consistent Name, Address, and Phone number (NAP) information across all online platforms is crucial for establishing authority. Inconsistent details can lead to confusion both for search engines and customers. Regularly verify that your NAP data is uniform not only on Google but also on social media and other directories. This consistency helps solidify your business’s credibility while supporting local SEO efforts by reinforcing your geographic footprint online.
Encourage 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.
Taking advantage of the Google Business Profile messaging feature allows businesses to offer instant communication with prospects. This direct channel can boost engagement and customer satisfaction by providing quick answers to inquiries, thereby increasing the likelihood of conversion. Ensure you or someone from your team monitors these messages regularly to maintain prompt and effective communication.
Use 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
Highlight Community
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.
Google’s Q&A feature acts as an interactive dialogue between your business and potential customers. Encouraging frequent checks and prompt responses to questions can greatly enhance your business’s perceived responsiveness. Consider pre-loading questions with valuable information about opening hours, popular services, or seasonal offerings to pre-empt common inquiries, thus ensuring customers feel informed and valued even before they reach out directly.
Use 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.
Use GBP ‘Posts’ to Showcase 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.
Use Google Business Profile Images
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.
Attract Local Traffic For Local SEO
Actively Manage Your Google Business Profile
Optimizing your GBP listing to attract more local traffic can directly boost your local SEO positioning. This involves regularly updating your listing with fresh content, engaging actively with reviews, and ensuring your business information is consistently accurate and detailed.
Showcase 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.
Adding detailed descriptions of your services or products directly to your Google Business Profile can significantly enhance your search appearance. Not only does this showcase what you offer, but it also provides potential customers with crucial purchasing information upfront. Ensure these descriptions are clear, concise, and highlight any unique selling points to capture interest more effectively, driving both engagement and conversion rates among your audience.
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.
