By: Paul, VP of Digital Strategy & Co-Founder
Key Takeaways
Imagine having a 24/7 salesperson who never sleeps, always provides accurate information, and constantly attracts new customers. That’s exactly what a well-optimized Google Business Profile (GBP) can do for your local business. It’s like having a clone of yourself, minus the need for feeding or the awkward family dinners.
Key points:
• GBP is a free tool that allows businesses to manage their online presence across Google Search and Maps
• It significantly impacts your visibility in local search results
• 46% of all Google searches are seeking local information (the other 54% are people looking up their exes)
According to Google, “Business Profiles on Google can help you reach and engage with local customers across Google Search and Maps.” This powerful tool is your digital storefront, often the first point of contact between your business and potential customers. It’s like a first date, but with less awkward small talk and more immediate judgments. And we all know how important first impressions are, so having a well-optimized GBP with some flattering pictures of your company is becoming even more important and valuable to a local business than your website and social profiles.
Q: Is a Google Business Profile free?
A: Yes, creating and managing a Google Business Profile is completely free. It’s probably the only thing in your business that doesn’t cost money, besides maybe that wilting plant in the corner of your office. Add to that the fact that your Google Business Profile has the potential to generate way more money than your website, and it’s a deal you can’t afford to pass up. But it’s also important to consider that if you don’t have the time or expertise to really amp up your GBP, you should consider hiring an agency (like Rook) to do this for you. Again, the potential for growth here is something that can’t be ignored.
Q: Can I have multiple Google Business Profiles for one business?
A: Generally, you should have one profile per physical location. So, if you run a small chain of stores, or a large one, then yes, you should have one Profile per physical location.
Your GBP is the foundation of your local online presence. But how do you make it stand out in a sea of competitors? Let’s dive into optimization strategies that will skyrocket your local search rankings.
How do I optimize my Google Business Profile to rank higher in local search results?
Think of your GBP as a race car. Sure, it can get you from A to B, but with the right tuning, it can leave your competitors in the dust. Or in this case, on page 2 of Google search results (also known as the digital wasteland).
Key optimization strategies:
• Complete every section of your profile with accurate, detailed information
• Choose the most relevant primary and secondary categories (Sorry, “Superhero” isn’t an option… yet)
• Use local keywords naturally in your business description (Pro tip: “Best in the universe” isn’t a local keyword)
“Proper Google Business Profile optimization can increase your chances of showing up in Google’s Local Pack, Local Finder, Google Maps, and organic rankings in general,” states Moz. It’s like being the popular kid in high school but for businesses. And without it, it’s really hard to show up on anyone’s radar. Over 90% of local searches today trigger the Maps 3 Pack right at the top of the results page. That convenient little map with 3 businesses and their corresponding red dots on the map is where the majority of the new business goes. If you don’t have a Google Business Profile, then you can’t show up there. The 3 Pack is the most valuable real estate on the internet for local businesses. And if your GBP isn’t well optimized, then your chances of landing in the 3 Pack are greatly diminished. Larry there, down the street, is going to land all your new customers.
Q: How many categories can I select for my business?
A: You can select one primary category and up to nine additional categories. It’s like a buffet, but instead of food, you’re piling your plate with business descriptors. Also, it’s good to use as many secondary categories as possible, as long as they correspond to your services. Don’t try to stretch the truth, if it’s not a fit, don’t use it. If you do, you’re only muddying the waters with Google and hurting your chances of ranking well.
Q: How often should I update my Google Business Profile?
A: Aim to update your profile at least weekly with new posts, photos, or offers. Think of it as feeding a very needy digital pet and the more you feed Google, the more Google will do to help you grow also.
A well-optimized GBP can significantly boost your local visibility. But to truly stand out, you need to engage with your customers. And that starts with managing your reviews. Brace yourself, it’s time to face the music (and hopefully it’s not all one-star performances).
How can I effectively manage and respond to customer reviews on my Google Business Profile?
Reviews are the lifeblood of your online reputation. They’re like digital word-of-mouth, capable of making or breaking your business faster than you can say “The customer is always right” (even when they’re hilariously wrong).
Best practices for review management:
• Respond to all reviews, both positive and negative, promptly and professionally
• Encourage satisfied customers to leave reviews (Bribing is frowned upon, but we won’t tell if you don’t)
• Use reviews as feedback to improve your business
Pro Tip: Read your competitor’s reviews to see where they’ve gone wrong and use that info to improve your own business
According to Bright Local’s Local Consumer Review Survey, “87% of consumers read online reviews for local businesses in 2020 – up from 81% in 2019.” In other words, your customers are judging you. A lot.
Q: How quickly should I respond to reviews?
A: Aim to respond within 24-48 hours, especially for negative reviews. Think of it as defusing a bomb but with words and a lot more sarcasm suppression.
Q: Can I remove negative reviews from my profile?
A: You can’t remove reviews unless they violate Google’s policies. Focus on responding professionally and addressing concerns. Remember, it’s a review, not a restraining order.
And just like a well-run Google Business Profile, good reviews also act like very happy employees telling the world how great you are 24 hours a day without asking for holidays off or a paycheck. Use this to your advantage and remember, consistency is key.
Reviews paint a picture of your business, but to really bring it to life, you need compelling visuals. Let’s explore how to make your profile pop with photos and videos. It’s time to channel your inner Instagram influencer (minus the unrealistic lifestyle and questionable product endorsements).
Using high-quality, ORIGINAL photos is a great way to showcase your brand and set the tone for the image you want the world to see. Make the effort to clean around the edges of the office, organize the storage room, clean up the break room, and hide the drills if you’re a dentist. The details hidden in each photo will deliver a message to your future clients, make sure it’s the message you want. Also, on photo day remind your staff to represent you well and tell Bill no jean shorts with his socks and sandals.
Now while you don’t need updated pictures as often as Posts, you should still aim to add new images more often than your competitors, whether that be once a month or once every few months.
Conclusion
By mastering these essential aspects of your Google Business Profile, you’ll unlock its full potential as a powerful marketing tool. Your optimized profile will not only boost your local search rankings but also serve as a 24/7 salesperson, attracting and converting more customers than ever before. Don’t let this treasure remain hidden – start optimizing your Google Business Profile today and watch your local business thrive! Who knows, you might even become so popular you’ll need to hire a bouncer for your Google Maps pin. And if all this extra work doesn’t fit your busy schedule, give us a call, we make great partners and know exactly how to deliver for you and your business.
Paul
VP of Digital Strategy & Co-Founder
Paul Gonzalez has over a decade experience in the world of Search Engine Optimization, Lead Generation, and business development. As the VP of SEO Strategy, Paul helps develop cutting edge SEO strategies and techniques to help business grow in an ever expanding technical world.
