According to Google, your Business Profile is a free tool that gives you control over how your business is presented on Google Search and Maps. With your Google Business Profile (GBP), you can connect with clients, share updates, showcase your products and services, accept online orders, and more.
In their description of the GBP, Google doesn’t explicitly mention its significant role in SEO and your digital marketing strategies. Its prominent placement is attributed to several factors:
- It appears near the top of Google Search Results Pages (below the sponsored ads), making it highly noticeable.
- The bright yellow reviews catch the eye of viewers.
- Only a few businesses (3) are featured in the local pack.
- It may display the number of years you’ve been in business.
- It may show your business hours of operation.
- A map with pins highlights your location for those with listed addresses.
- Your address is visible if applicable.
- It provides information about the services you offer and links to your website.
As you can see below, the GBP surpasses organic results regarding visibility and prominence.
Let’s Get Into the Google Business Profile Optimization Tips
Now, let’s delve into the tactics for optimizing your GBP. Over the years, we at Cube Creative Design have successfully helped optimize numerous Google Business Profiles in various industries. Below, we have listed the key areas to focus on for optimization. Keep reading our checklist for specific details on optimizing your own Google Business Profile:
- Business Name
- Proximity and Address
- Primary Service
- Secondary Service
- Website
- Reviews
- Proximity
- Photos
- Description
- Services
- Hours of Operation
- Opened On Date
- Posts
- Business Attributes
By paying attention to these areas and implementing effective optimization strategies, you can enhance the visibility and performance of your GBP.
In the following sections, I will provide you with specific optimization details for each aspect mentioned above.
Business Name
The importance of including keywords in your Google Business Profile’s business name has changed over time. Previously, businesses would stuff their names with keywords to boost their Google ranking. This led to profiles displaying names that didn’t reflect the actual business.
(Source: Business Name "Keyword Near Me" Might Not Be A Great Idea - SEO Roundtable)
However, Google rolled out an algorithm update in late 2021 that reduced the impact of the business name on rankings. As a result, keyword stuffing within your title is no longer as influential. If you already have a GBP, I wouldn’t recommend going overboard with keywords. The weight placed on this factor has significantly decreased.
On the other hand, if you’re starting a brand-new business, including a city name or relevant keyword in your business name could still be beneficial, although it’s not as crucial as it used to be. Ultimately, I suggest choosing a unique business name that differentiates you from the competition. Don’t base it solely on what Google might prioritize. Focus on creating a name that stands out and resonates with your small business’s identity.
Primary Category
The primary category you choose for your Google Business Profile is crucial in conveying your primary service offering to Google. It is considered one of the most important elements for optimization.
The renowned local SEO expert Joy Hawkins says, “The Google Business Profile category has been one of the top ranking factors for as long as I can remember.”
Regarding primary and secondary categories, you can only select one primary category, but you have the flexibility to choose multiple secondary categories. From a ranking perspective, the primary category holds the most weight. Selecting your primary category is a straightforward process within your GBP settings.
However, choosing the appropriate primary category can be a bit tricky.
Here’s a helpful tip: Take the time to research the primary category choices of your top-ranking competitors. If you’re uncertain about which primary category to select, there’s no need to reinvent the wheel. Find out what has been successful for others in your industry and leverage that insight.
Secondary Category
While the primary category holds significant weight, it’s important not to overlook the importance of the secondary category for your Google Business Profile. Even in a less competitive market or industry, having relevant and accurate secondary categories can contribute to a strong ranking. Adding these categories based on their service offerings can result in increased visibility on the local pack, especially for niche industries.
Another crucial aspect of optimizing your GBP is ensuring the proper website URL is included. Surprisingly, many people input the incorrect version of their site URL by using “HTTP” instead of “HTTPS.” It’s essential to enter your site URL exactly as it appears to an actual site visitor. For instance, if your website is “https://chazscharters.com/,” you should copy and paste it precisely in the same manner. Avoid any discrepancies or omissions to ensure accuracy.
By paying attention to both the primary and secondary categories and inputting the correct website URL, you can optimize your GBP effectively and improve your overall visibility and performance.
Reviews
Reviews play a crucial role in the decision-making process of consumers. It’s been reported that nine out of ten consumers read reviews before making a purchase (Source: Trustpilot). As mentioned earlier, your Google Business Profile reviews significantly impact and create an instant impression.
Take a look at the screenshot below. Which business would you choose to click on? Personally, I would select the Chaz Charters because they have 94 reviews and an impressive rating of 4.9. Wilmington Fishing Charters is missing out on a great opportunity by not actively seeking more reviews from their previous clients. Being proactive in continuously gathering reviews for your Google Business Profile is vital.
If you run a business such as a roofing or plumbing company where new clients come daily, I recommend utilizing a service like BirdEye. These platforms can assist in automating the review collection process. On the other hand, if you’re in a profession with fewer clients, you can create a manual template to request reviews, which could be more cost-effective.
Responding to reviews on your GBP is equally important and often overlooked. It’s a simple yet powerful optimization tactic. Taking the time to engage with your reviewers by responding to their feedback demonstrates your attentiveness and care toward customer satisfaction.
You can optimize your GBP and enhance your online reputation by actively seeking reviews, utilizing tools or templates for review collection, and promptly responding to reviews.
Photo Optimization
Photo optimization is a crucial aspect of enhancing your Google Business Profile. It’s worth noting that listings with photos are twice as likely to be perceived as reputable. Surprisingly, many businesses have outdated or poor-quality photos, which can negatively impact their online presence. To maintain a positive impression, we strongly encourage our clients to update their photos at least twice per year.
Updating your photos regularly helps keep your GBP fresh and engaging. Here are a few ideas for the types of photos you can focus on:
- Staff: Take new photos of your team members to showcase the friendly faces behind your business.
- Interior and Exterior: Capture the ambiance and inviting atmosphere of your office or physical location. Highlight any unique features that make your space stand out.
- Work in Progress: If applicable, document work being performed, whether it’s construction, repairs, or projects. This can demonstrate your expertise and the quality of your services.
- Products or Services: Showcase your products or services in action, providing potential clients with a visual representation of what you offer.
You can significantly enhance your online reputation by regularly updating and adding high-quality photos that accurately represent your small business. Remember, photos are a powerful tool for making a positive impression and attracting potential clients.
Description
The description section of your Google Business Profile provides an opportunity to communicate key information about your business to prospective clients. Google recommends including the following details:
- What you offer: Clearly describe the products or services your business provides. This helps consumers understand what they can expect from your business.
- What sets you apart: Highlight what makes your business unique and stand out from competitors. This could be exceptional customer service, specialized expertise, or any other distinguishing factor.
- Your history: Share a brief overview of your business’s background and history. This can help establish credibility and build trust with potential consumers.
- Anything else helpful for searchers: Use the description to provide any additional information that consumers may find useful or interesting. This could include special offers, unique features, or specific benefits of choosing your small business.
- Additionally, there are a few recommendations from Google to keep in mind when crafting your description:
- Do not include URLs or HTML code: Google advises against including website links or any HTML code in the description. Stick to plain text to ensure compatibility and adherence to Google’s guidelines.
- Do not exceed 750 characters: Google sets a character limit of 750 for the description field. Keep your description concise, informative, and within this limit.
Services
When selecting the primary and secondary categories for your Google Business Profile, choosing options that align with Google’s recommended list is essential. However, you can input whatever services you offer in the services section. Interestingly, Google scans your website to identify recommended services and automatically adds them to your GBP. The screenshot below shows that the services outlined in blue were automatically added to this Google Business Profile.
Monitoring your services section and reviewing the services that Google automatically adds is crucial. You can approve or disapprove these services based on their accuracy. This ensures that the services displayed on your profile accurately represent what your business offers.
Unfortunately, the services section is often overlooked by businesses. However, it’s essential to take the time to fill in this information. Providing a comprehensive and detailed list of your services helps potential clients understand the full range of solutions you provide. It increases the chances of attracting consumers who are specifically looking for the services you offer.
Be proactive in reviewing and managing your services section on your GBP. By doing so, you can ensure that it accurately reflects your offerings and maximizes your chances of connecting with the right audience.
Hours of Operation
The hours of operation for your Google Business Profile can present an interesting dilemma, especially when choosing between standard business hours and listing your hours as 24/7. Some businesses, like attorneys, may have customer service support available around the clock and may want their hours on the profile to reflect this.
However, there’s an important consideration to keep in mind. Competitors can now report inaccurate information on Google Business Profiles. Google has staff members who may call your office to verify the correctness of the business information. If, during the call, your staff states that your business operates from 9 AM to 5 PM, but your website claims you are available 24/7, Google may deem this as inaccurate information, which could negatively impact your profile.
To avoid potential issues, it’s important to ensure consistency and accuracy in your hours of operation. If your business does not indeed operate 24/7, it’s recommended to list the specific hours when you are available. This helps maintain transparency and avoid any conflicts or inaccuracies.
Opened On Date
You want to put the date that your business opened its operation in the “Opened On Date.” Often, there’s confusion about whether you should put the date your business was established versus when you moved into your most recent location. The correct answer is you should notate when you opened your business. This is really important because this information pulls into the Google Business Profile local pack. Below, you can see how it shows that Chaz’s Charters has been in business for more than 15 years. This is a crucial optimization trick that many people overlook!
Posts
Posting on your Google Business Profile is highly recommended. When people search for your business specifically, your posts will appear on the first page of Google, providing valuable information and engagement opportunities.
Many people wonder if posting on your GBP directly affects their ranking. To my knowledge, there isn’t a direct correlation between posting and ranking improvement. However, it remains a best practice to make regular posts to inform clients about your business, promotions, events, or other relevant updates.
Attributes
On the other hand, attributes offer additional details about your business operations that can put consumers at ease before contacting or visiting you. Filling out the attributes section to the best of your ability is beneficial. Having specific attributes listed can give you a significant advantage when someone searches for specific criteria. For instance, if someone is looking for a “Marketing Agency with online appointments” or a “Restaurant that’s wheelchair-friendly,” having those attributes filled out can help your business stand out in relevant search queries. You can learn more about attributes directly from Google’s help resources.
Some examples of attributes include:
- Accessibility
- Amenities
- Crowd
- Payments
- Service Options
Proximity and Address
When optimizing your Google Business Profile, you should input the address if you have an office that’s staffed that clients and employees can visit. If you don’t have a location, such as a storefront or an office, you can still create a Google Business Profile and leave the address portion empty.
The location of your business can have a notable influence on your local SEO rankings. For instance, if your business is situated in a suburb for a city-specific search, achieving a high ranking may be more challenging.
When optimizing your GBP, you must include the address if you have a staffed office that clients and employees can visit. However, if you don’t have a physical location, such as a storefront or office, you can still create a Google Business Profile and leave the address section empty.
In Closing
In conclusion, the beauty of optimizing your Google Business Profile is that it doesn’t require a significant amount of time, yet the changes you make can have a considerable impact. Remember to ensure that the information listed on your Google Business Profile is consistent with what’s displayed on your website and other online platforms. This consistency helps build trust and credibility with potential clients.
By following our checklist and fully optimizing your Google Business Profile, you increase your chances of ranking better in the local pack. If you’re still facing challenges in surpassing your competitors, our local SEO experts at Cube Creative Design are here to help you and your small business. Contact us today!
