Google My Business advertising has been a staple of local digital marketing for years. Recently, Google Business Profile became the name to know, but the core GMB ranking experience is the same. Regardless of the rebranding, Google Business Profile optimization carries big rewards for businesses looking to establish themselves as powerhouses in the local market.
Whenever someone searches for your business’ services, be they “catering/auto repair/library etc.”, Google will immediately show a local map with all of the relevant businesses highlighted. It also displays a box below with a brief rundown of the top 3 businesses. Most of the traffic that comes from organic search will be directed to them, making it a coveted spot to be in.
Getting there, however, requires great Google Business Profile optimization. We’ve got you covered with today’s blog post, giving you things you can do today to take advantage of all of the tools and features Google offers for customer outreach.
So let’s see how you can improve your Google Business Profile optimization and become a local customer magnet!
Google Business Profile Optimization Done Right
Your Google Business Profile Optimization won’t get off the ground if your business isn’t verified, so let’s get that out of the way first. Your business may already appear in the map area, having been added by somebody else, so you should claim it as soon as possible to control the information associated with it.
Simply follow this tutorial straight from the Google support team to claim your profile!
Keep Accurate, Up-To-Date Information
Now that we have made sure you can edit information about your business, do just that! This is the most important tactic for Google Business Profile optimization – supplying all the information you can. It’s as simple as filling out all of the available fields. That being said, there are some things to keep in mind.
- Avoid the temptation of stuffing keywords into the business name and description areas. Write nothing more than your actual business name and make the “from the business” description like a brief elevator pitch you would tell someone just passing by.
- Add a phone number. This is a crucial signal in determining whether your business actually exists, so make sure you don’t skip it.
- Opening, closing, and holiday hours. It’s probably why 80% of searchers look at your map listing in the first place. Keeping this up-to-date prevents the typical negative review left by someone who drove 40 minutes but had to turn back empty-handed.
Paint An Inviting Picture
Although your description is important, photos will get your point across in a fraction of the time it takes to read a paragraph. Start with high-resolution shots of the outside and inside of your location so people know whether they arrived at the right place.
Then add any interesting pictures you think would make your space appear more appealing (products, previous events you’ve held, a peek behind the scenes at the process, unique pieces of decor, etc.).
The right photos can communicate to your clients that your business is what they have been searching for. You can also upload videos to fulfill a similar purpose, but only if they are under 30 seconds and 100 MB.
Keep The Conversation Going With Questions And Reviews
For many people on the fence, positive reviews are going to be the deciding factor when choosing a place to frequent. Make sure people are happy with their purchase and feel like they got what they came for, and maybe even a little more.
Also, make yourself available to people who might have questions or complaints about their experiences. You can see and respond to messages from customers directly from Google Map or your Business Profile on Google Search. Being prompt, straightforward, and ready to help will go a long way to fostering long-term customer satisfaction.
Bring In Traffic With Google Posts
These act like free ads that you should most certainly take advantage of. They consist of a thumbnail image and a short description that both expand when clicked on.
Just like on social media platforms, users can follow your business to receive posts and updates.
Make sure to post regularly and include links and CTAs. Posts will appear for only 7 days, so keep them coming. When you have multiple ones active simultaneously, they will form a carousel, with the most recent one at the front.
There are four templates you can choose from. Which one you go with will depend on how much text you want to add to them in the thumbnail:
- What’s New Posts: These offer the most text, with about 4 lines or 100 characters. If you wish to include a button, that will replace the last line, leaving you with fewer characters to play around with.
- Product Posts: These let you write a product name and price range. When you include a CTA button you are only left with one line of text, so you have to rely on the other factors to make someone click.
- Offer Posts: These give you an offer name, date range and method of redemption (visual coupon, link to your website or coupon code).
- Event Posts: Here you can have a title and a date range for your event. If you decide to add a button, you will be left with only 1 line of text.
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