If you own a business that relies on local clientele, you’ll know how important it is to get found on Google Maps or in Google’s local “3-pack” search results. The best way to make this happen is by optimizing your Google Business Profile (previously Google My Business).
If you don’t have a profile, check out our previous blog which tells you all about how it works and how to get yourself set up : How to use GMB to make yourself visible for Google search.
Why have a Google Business Profile?
Your Google Business Profile is the input that Google uses when showing you in search results on Google Maps. It can also show your customers:
- Your opening hours
- Customer reviews
- Your address on a map
- Your latest news
You can set GBP up so that your customers can contact you directly to make a reservation, an appointment, or to make enquiries.
Digital Agencies use GBP as a valuable asset when it comes to Local SEO.
It is also a free service from Google.
5 steps to optimising your GBP profile
1. Include keywords in your profile
To help you to get shown for relevant local customer searches on Google, add words and phrases (keywords) to your profile that people commonly use when searching for a business like yours.
It’s important to use these keywords naturally, so that customers can easily understand your messages. Google also assesses your content for helpfulness and expertise – if it sees “keyword stuffing” or irrelevant phrases your search ranking can be harmed.
Stuck for keywords? Here’s an article on how to do effective keyword research.
2. Avoid Duplicated Content
Google’s guidelines encourage you to avoid repetition. This is partially to avoid plagiarism, but also to avoid spamming people with the same content over and over again.
The GMB spam update from Aug 22 highlight spam issues with :
- Duplicate posts
- Distracting content
- Misspellings
- Blurry images and video
- Gimmicky characters
- Adding malware and harmful software links
- Links to irrelevant sites
- Phishing scams
By maintaining uniqueness in your posts you can avoid your content being flagged as spam.
3. Use Google Business Messages to respond to FAQs
Google’s Business Messages enables you to create up to 10 concise FAQs (40-character limit per question and answers limited to 500 characters). You can include links in your FAQ answers directly to the most relevant and helpful content on your website.
Implementing FAQs and automated responses through Google’s Business Messages helps businesses manage common enquiries, taking pressure off your customer services.
Find out more about best practise FAQs in our article how to use FAQs o craft a great blog
4. Post content regularly to GBP
You can add social posts to your GBP, to share content such as announcements, offers, new / popular items in stock, or details of events.
It’s important to remember that posts fall off your profile after a month, and are only scanned for Google search for 7 days, so it’s important to post regularly, so that you always have “current” content for Google to scan.
5. Ask for Google Reviews
Google reviews are very important for your business for 2 reasons:
Firstly, consumers rely more and more on online reviews to make decisions when selecting local businesses;
Secondly, reviews are scanned by Google, and so have the power to impact rankings in local search results.
It is therefore crucial to encourage your customers to leave reviews for your business. To make it easier for them you can create a link and share it with your customers in your emails, chat or receipts.
Measuring success
Your Google Business Profile comes with an inbuilt performance report, showing you how people have interacted with your profile.
You can see :
- Views (by device)
- Search terms used that found your profile
- Clicks to call
- Direct messaging
- Bookings made via your profile
- Clicks to your website made from your profile
Keep a track of interactions that are important to your business and adjust your activity based on the trends you notice.
Summary
As a local business (of any size), optimizing your Google Business Profile is a great way to get you found for searches for a business like yours in the local area. So many businesses don’t take advantage of this free resource – don’t be one of them!
Optimising your GBP is just one of the tactics that we can use to help you to improve your online visibility locally. If you want to know more about how we can help, contact us for a no commitment chat.
