How to Optimize Your Google Business Profile for Improved Local Visibility

At SilverServers, we specialize in helping businesses improve their online presence through a variety of SEO services, including optimizing Google Business Profiles (GBP) - formerly known as “Google My Business”. Whether you're a small local shop or a larger enterprise, a well-optimized Google Business Profile can make a significant difference in how potential customers find and engage with you online. In this article, we'll walk you through the key steps to optimize your GBP, so you can attract more customers, boost your visibility in local searches, and strengthen your online reputation.

What is a Google Business Profile and Where to Find It?

A Google Business Profile (GBP) is the listing that appears when someone searches for your business on Google Search or Google Maps. This profile includes important information like your business name, address, phone number, hours, and reviews. It’s a crucial tool for local SEO because it helps your business get found by people searching for services or products you offer.

On desktop, your Google Business Profile usually appears on the right-hand side of the search results when someone searches for your business name or related keywords. On mobile, the profile appears as part of the search results or on Google Maps when someone searches for nearby businesses.

If you're looking to claim or manage your GBP, simply search for your business on Google, and you should see an option to manage the profile. You can also access it through the Google Maps app on mobile by finding your business and tapping "Claim this business”. That leads to our first point!

1. Claim and Verify Your Google Business Profile

First things first—if you haven't claimed your Google Business Profile, that's your top priority. By claiming your listing, you take control of the information that appears on Google Search and Maps. Once claimed, you’ll need to verify your business, typically through a postcard, phone call, or email (which Google will send to you). Verification is essential because it proves to Google that you’re the rightful owner of the business.

2. Complete Your Profile Information

Google loves complete profiles. Fill out every section, ensuring that all your information is accurate and up-to-date:

• Business Name: Use your exact business name as it appears in other online directories—don’t add extra keywords.
• Address: Provide your exact location. If you don’t serve customers at your physical location, use the service area feature instead. This is useful for service-based companies like plumbers, food trucks, or home inspectors.
• Phone Number: A local phone number adds credibility and consistency across your online presence. Use the same phone number listed on your website.
• Business Hours: Accurate hours are important—make sure they’re updated, especially for holidays or special events. When the big, known holidays approach (e.g., Christmas day, Thanksgiving, etc.),Google often sends an email reminding you to update your hours.
• Website URL: Link to your mobile-friendly website, as many users will visit your site from their phones.
• Categories: Select the most relevant primary category and add secondary categories that describe your business well.
• Attributes: Highlight special features like “wheelchair accessible” or “free Wi-Fi.”
• Business Description: Craft a concise description of what makes your business unique. Aim for a balance between being informative and engaging.

3. Add High-Quality Photos and Videos

Visual content is essential for attracting and engaging potential customers. This advice is very similar to the kind of approach you’d take with social media marketing—because, like on social media, first impressions matter. Include a variety of images:

• Profile and Cover Photos: These should be high-quality and represent your brand effectively.
• Interior and Exterior Photos: Where applicable, give customers a feel for your business before they even visit.
• Product and Service Photos: Showcase what you offer, just like you would on Instagram or Facebook.
• Team Photos: Humanize your brand by introducing your team.
• Videos: Short videos (up to 30 seconds) can capture attention and highlight key aspects of your business.

4. Encourage and Respond to Google Reviews

Online reviews are crucial for building trust and credibility. In fact, they can make or break a customer's decision to visit your business:

• Request Google Reviews: Encourage happy customers to leave positive reviews. A steady stream of new reviews signals to Google and potential customers that your business is active and trustworthy.
• Respond to Reviews: Always reply to reviews—both positive and negative. This shows that you value feedback and are dedicated to customer service.
• Flag Inappropriate Reviews: If you encounter a review that violates Google’s guidelines, don’t hesitate to flag it.

5. Use Google Posts to Engage with Customers

Similar to how you might use social media platforms, Google Posts allow you to share timely updates, promotions, and events directly on your Google Business Profile. This keeps your profile fresh and engaging:

• Promotions and Offers: Highlight sales, discounts, or limited-time offers.
• Events: Promote upcoming events with details like date, time, and location.
• Business Updates: Keep your audience informed about new products or changes to your services.
• Pro Tip: Just like with social media, use high-quality images and include a clear call to action in your posts. Posts expire after seven days, so be sure to keep them current.

6. List Your Products and Services

If your business offers specific products or services, make sure to list them on your profile:

• Products: Add images, descriptions, and prices for your key products.
• Services: Include a detailed list of services you offer, along with descriptions and prices.
• Organization: Categorize your products and services to make it easy for customers to find what they need.

7. Focus on Local SEO

A well-optimized Google Business Profile is a cornerstone of local SEO. Consistency across all your online platforms is key:

• Consistent NAP (Name, Address, Phone): Ensure that your business name, address, and phone number are consistent across your website, GBP, and other directories.
• Local Keywords: Incorporate local keywords into your business description, posts, and website. For example, if you’re a Vancouver-based digital agency, use terms like “Vancouver digital marketing” or “local SEO services in Vancouver.”
• Backlinks: Build backlinks to your website from local directories, blogs, and other relevant sites to boost your local search rankings.

8. Monitor Performance with Google Performance Insights

Google provides valuable data through the Insights feature on your Business Profile. Use this data to refine your strategy:

• Customer Actions: Track how many people visit your website, request directions, or call your business.
• Search Queries: Understand which keywords people are using to find your business.
• Visibility: Monitor how often your profile appears in search results.
• Audience Demographics: Get insights into where your customers are located and how they engage with your profile.

9. Leverage the Q&A Feature

The Q&A section of your Google Business Profile allows potential customers to ask questions directly on your profile. Stay on top of this feature to provide accurate information:

• Monitor Questions: Regularly check for new questions from customers.
• Provide Answers: Respond quickly and clearly to all questions.
• Proactive Questions: You can even post and answer your own common questions to provide helpful information upfront. These might include the typical questions you encounter in a sales call or when someone needs information about accessing your facility.

10. Ensure Mobile Optimization

Given that a large number of users will find your GBP on mobile, your Google Business Profile needs to be optimized for mobile users:

• Mobile-Friendly Website: Make sure your website is responsive and loads quickly on mobile devices.
• Google Maps: Optimize your profile for Google Maps, as many users rely on it for directions and finding local businesses.

11. Regularly Update Your Profile

Just like with social media, your Google Business Profile needs regular attention. Keep it up-to-date:

• Business Hours: Update your hours for holidays or special occasions.
• Photos and Posts: Regularly add new content to keep your profile fresh. This may call for a plan for local efforts worth posting.
• New Products or Services: Reflect any changes or additions to your offerings.

12. Integrate Google Ads for Enhanced Visibility

If you want to supercharge your local presence, consider integrating Google Ads with your Google Business Profile:

• Google Ads: Link your Google Ads account to your profile to create targeted ads that appear in local searches.
• Local Search Ads: Run local search ads to increase your visibility on Google Maps and in search results.

13. Engage with Your Local Community

Your Google Business Profile is a great platform for showcasing your involvement in the local community:

• Community Events: Highlight your participation in local events or sponsorships.
• Local Partnerships: Partner with other local businesses and promote each other’s profiles.

14. Stay Updated on Google’s Latest Features

Google is constantly evolving, so it’s important to stay up-to-date with new features and best practices:

• New Features: Keep an eye out for new tools or features that can enhance your profile.
• Guidelines: Make sure your profile complies with Google’s guidelines to avoid any issues.

FAQ: Google Business Profile Optimization

To help you make the most out of your Google Business Profile, we've compiled some frequently asked questions and extra tips that can give you an edge. Whether you're new to managing your profile or looking to refine your strategy, these tips will cover some of the finer details.

1. What happened to Google Business Messages?

As of July 31, 2024, Google Business Messages has been discontinued. If you're wondering where the messaging feature went or why you can't find it anymore, that’s the reason. While this feature was a great way to engage directly with customers, you can still interact with customers through other means, such as responding to reviews or using social media channels.

2. Can I schedule Google Posts in advance?

Unfortunately, Google Business Profile doesn’t currently offer a native feature to schedule posts in advance. However, you may be able to find and use third-party tools that integrate with Google Business Profiles to help you plan and schedule posts, much like you would with social media content.

3. How can I get more reviews on my Google Business Profile?

To encourage more reviews:

• Ask satisfied customers: Don’t be shy about requesting reviews after a positive interaction.
• Make it easy: Provide a direct link to your Google Business Profile review section via email, social media, or your website.
• Respond to reviews: Engaging with existing reviews shows that you value customer feedback, which can encourage more people to leave reviews.
• For more tips, visit our blog.

4. How often should I update my profile?

You should update your Google Business Profile regularly, especially if there are changes to your business hours, services, or products. Additionally, posting fresh content every week or two, similar to what you might do on social media, keeps your profile active and engaging.

5. What should I do if my business moves or changes contact information?

If your business moves or changes its phone number or other contact details, make sure to update this information on your Google Business Profile immediately. Consistency is important for both customer trust and local SEO. Don't forget to update this info on your website and any other online directories as well.

6. Can I add multiple locations for my business?

Yes! If your business has multiple locations, you can add and manage each location under a single Google Business Profile account. Just make sure each location's information is accurate and specific to that branch.

7. How can I highlight temporary promotions or seasonal changes?

Use Google Posts to showcase temporary promotions, special events, or seasonal changes. Since posts expire after seven days, be sure to refresh your content regularly to keep customers informed of current deals or changes.

8. What do I do if someone else claimed my business?

If someone else has claimed your Google Business Profile, you can still request ownership. Google will guide you through a process to verify that you are the rightful owner of the business.

9. Can I track how customers find my business profile?

Yes, through the Performance Insights feature on your Google Business Profile dashboard. It provides data on how customers found your profile (via Google Search or Maps),what search queries led them to you, and what actions they took, such as visiting your website or requesting directions.

10. What if I receive a fake or inappropriate review?

If you receive a review that is clearly fake or violates Google's review policies, you can flag it for removal. While Google doesn’t guarantee every flagged review will be removed, it’s worth reporting any that are inappropriate or misleading. Whether the review is removed or not, the best path forward is to request more positive reviews from happy customers.

11. How do I handle duplicate listings?

Duplicate listings can confuse customers and hurt your local SEO. If you find a duplicate, you can either delete it (if you own both) or report it to Google to merge the profiles. Maintaining one accurate and complete listing is essential.

12. Is it worth investing in Google Ads along with my GBP?

Absolutely! Google Ads can enhance your visibility, especially in competitive local markets. By integrating your ads with your Google Business Profile, you can appear in more prominent positions in local searches and Google Maps.

Final Thoughts

Optimizing your Google Business Profile is one of the most impactful steps you can take to improve your local SEO and attract more customers. By following the steps outlined above, you'll ensure that your profile has the best chance to stand out, engage potential customers, and ultimately drive more business your way.

At SilverServers, we offer a range of SEO services, including Google Business Profile optimization, to help businesses like yours thrive online. If you need assistance with your GBP or any other aspect of your local SEO strategy, don’t hesitate to reach out to our team of experts.

Discover more marketing and SEO tips in our blog!