If you checked out the first chapter of this guide, you’re familiar with GBP and its importance for local SEO.
As a quick refresher, Google Business Profile acts as an internal business directory that Google uses to fetch data for Search, Maps, and Shopping.
In other words, setting up a GBP listing will massively enhance your visibility in local queries, like ‘near me’ searches.
Research shows that 76% of users searching for ‘near me’ keywords will visit the business they looked up within a day’s time, so you have the potential to generate lots of foot traffic with GBP (and local SEO).
In this article, we’re going to teach you how to set up and fully optimize your Google Business Profile listing.
This ensures that:
- Your business information on Google is current and accurate.
- You’ll appear in local pack SERP features (where Google highlights several businesses at the top of the results alongside a map).
- Your business will appear in Google Maps searches.
As you can see, you have a lot to gain by optimizing your GBP, so read on to learn how to make it happen!
Create a Google Business Profile Account
We’ve already mentioned how vital GBP is to local SEO success, but it’s worth mentioning these statistics.
Studies show that 46% of all Google searches include local intent, and 78% of mobile searches result in offline purchases.
So, if your business is having a hard time drumming up business lately, local SEO is definitely worth exploring.
With that said, here’s how to set up a Google Business Profile listing:
Step #1: Go to the Google Business Profile website.
Step #2: Click Manage Now.
Step 3: Type your business’s name in the search bar.
Step 4: Fill out your business name and main business category.
Step 5: Add your current location on Google Maps so that customers can visit.
Step 6: Fill out your business’s address.
Step 7: Find your business on the map to pinpoint your exact location.
Step 8: Answer a few of Google’s questions.
Step 9: Add your business’s current phone number.
Step 10: Choose your preferred verification method.
And that’s all there is to the setup process! You’ve created a Google Business Profile listing, but you’ve yet to optimize it to its full potential.
The following steps will help you maximize the effectiveness of your GBP listing, which is a must.
That’s because right now, you only have the barebones basics.
You still need to do things like:
- Complete every section
- Add positive reviews
- Upload high-resolution photos of your business
- Utilize the posts feature
Without making these optimizations, you won’t fully yield all the benefits of GBP, so it’s important to view it as a work in progress at this stage.
How To Optimize Your Google Business Profile
Step 1: Complete Every Section
Did you know that 88% of consumers consult online reviews before buying from a local business?
Or that 76% of people who perform a local search on their phone visit a related physical location within a day? Not only that, but 28% of those searches lead to a purchase.
We mention these statistics because reviews and local searches are heavily tied to your GBP listing.
Your Google Business Profile (GBP) acts as your digital storefront online. The more complete and accurate it is, the better your chances of appearing in crucial ‘near me’ and other location-based searches.
While filling out every section may seem daunting at first, here’s a prioritized breakdown:
✔️Items to be completed immediately:
- NAP (Name, Address, Phone): Your NAP is the foundation of your business’s online presence, so start with it first.
- Website: Without a direct link for customers to learn more or engage with you, it’ll be difficult to capitalize on strong local search rankings.
- Hours: Provide clear operating times to set expectations properly and avoid frustration.
Invest time and thought into:
- Category & Attributes: Ensure the categories you choose faithfully represent what you do. Also, highlight any special features that are relevant to your business.
- Products & Services: Showcase your primary offerings to draw in lots of potential customers.
- From the Business: Craft a compelling business description to tell your unique story and differentiate yourself from the pack.
- Owner-Generated Q&A: By proactively addressing common questions and concerns, you’ll show your customers that you care. As a bonus, you’ll likely field fewer customer service requests since customers will have a spot to have their basic questions answered.
Maintain regularly:
- Posts: GBP’s posts feature lets you share updates, promotions, and engaging content to keep your profile fresh and engage with your audience.
- Reviews: Remember, positive reviews are a MAJOR deciding factor for people when deciding which business to visit, so encourage loyal customers to leave glowing reviews for your brand.
- Customer Q&A: This is different from your Q&A section, as your customers will have the chance to ask questions directly through GBP. Make sure to respond to your customer’s questions as promptly as possible (don’t forget to check your inbox).
Step 2: Provide an Accurate Business Name and Basic Information
The information you provide in your NAP (name, address, and phone number) must mirror how they appear in real life.
Do NOT add taglines, location information, or mention products in your business name unless these components are an actual part of it.
Doing so can cause confusion and may lead some customers to show up at the wrong address or dial an incorrect phone number, which you definitely don’t want to happen.
We only mention this because there are some SEOs out there who swear that adding keywords to your business name improves search rankings. However, this is completely unnecessary and only adds the risk of confusing customers.
Keywords have their place, and it’s not in your business’s name. Save the keywords you researched for your business description, title tags, and page content.
You should also fill out other business information, including:
- Business Hours: Specify your operating times, including any holidays or special closures.
- Address: Ensure total accuracy for better local search visibility.
- Website: Provide a direct link to your primary website.
- Phone Number: Offer a reliable contact method for customers.
- Business Category: Select the most relevant category to ensure appropriate search result placement.
- Additional Options: Utilize any industry-specific sections provided by Google, such as menus for restaurants, or the ability to schedule an appointment directly from the search results.
Step 3: Write a “from the business” section
The business description on your Google Business Profile is a brief summary that provides potential customers with an overview of what your business is all about.
As such, it’s one of the first impressions you get to make on potential customers. To make the most of this opportunity, follow these guidelines:
- Front-load vital information: Google provides 750 characters for your business description, but only the first 250 are visible in search results. So, ensure the first 250 characters act as a standalone summary (the abridged version, if you will).
- Utilize all available space: Use the remaining 500 characters to elaborate on your unique selling points. We recommend adapting your website’s “About Us” page or mission statement.
- Keyword optimization: Research and include terms your target customers use when searching for businesses like yours.
- Avoid repetition: Don’t waste valuable space restating information already displayed in other profile sections. Instead, focus on what sets you apart.
- No promotional language or links: Keep the description focused on showcasing your business, not sales pitches or external links.
| Pro tip: The short description displayed directly under your business name is an editorial summary generated by Google. Your focus should be on optimizing the “From the Business” section. |
Step 4: Choose a category
Choosing the right categories for your Google Business Profile isn’t just helpful, it’s an essential part of optimizing your listing. Here are two reasons why:
1️⃣ Get discovered
A whopping 84% of people find businesses on Google through discovery searches (which refers to searching for a product, service, or category).
This means that if your categories are spot-on, you’re more likely to pop up in these results, even if people don’t know your business’s specific name.
This is especially important if your business has a name that doesn’t reveal what you do (think “Fresh Express” or “The Green Door”).
2️⃣ Unlock category-specific features
Picking a category isn’t just about being found; it’s about standing out.
Also, Google gives you some special features based on your category.
Restaurants get menus and reservation buttons, hotels get star ratings, and salons can showcase their specialty haircuts.
These features make your profile more useful and appealing, which can give you an edge over competitors.
How to select categories in your Google Business Profile
Step #1: Access your profile:
- On Google Search: Search for your business name and select Edit profile.
- On Google Maps: Find your business, click on it, and select Edit profile.
Step #2: Navigate to Business Information:
- In your profile, find the Business Information section. Next, under About, select Business Category.
Step #3: Edit or add categories.
Primary Category:
- In the Primary Category box, start typing a relevant category. Select the most fitting option from the dropdown list that appears.
Secondary Categories (Optional):
- Click add another category. Next, in the additional category box, type and select up to 9 more categories that accurately describe your business.
Step #4: Save your changes:
After selecting your categories, click the Save button.
Tips for choosing categories
Selecting the right categories helps Google understand your business better and show your profile in relevant search results, which will increase your visibility to potential customers.
Here are some tips for choosing the right category for your business:
- Be specific: Choose categories that accurately reflect your main business focus and any additional services you offer. Instead of just Restaurant, consider Italian Restaurant or Pizzeria.
- Prioritize relevance: Select the categories that are most relevant to your business. Also, include keywords that your target audience might use to find you.
- Research competitors: See what categories your competitors are using for A) inspiration and B) to understand industry standards.
- Utilize keyword research: Use keyword research tools to identify relevant search terms and match them to suitable categories.
- Don’t overdo it: Choose categories that accurately reflect your core services. If you’re a bakery specializing in cakes, select Bakery and perhaps Custom Cake Shop. However, you should NOT choose the Grocery Store category just because you also sell a few pre-packaged snacks. Don’t confuse categories with products or attributes.
Step 5: Add high-quality photos and videos
Photos also play a pretty important role in optimizing your Google Business Profile.
According to Google, businesses with photos see a 42% increase in requests for driving directions and a 35% increase in clicks on their website links compared to businesses without photos.
Overall, it’s a good idea to include high-quality photos and videos, even if they’re taken with a cell phone.
Below, we’ll discuss some best practices for adding photos to your Google Business profile:
Focus on quality and format
➡️Resolution: Google recommends that photos be at least 720 x 720 pixels.
➡️File format: Use JPG or PNG formats.
➡️File size: Keep the size under 5MB for quick loading.
Types of photos to upload
- Cover photo: This is the most prominent image on your profile, often used in thumbnails. Choose a picture that best represents your brand and stands out from competitors.
- Profile photo: This image appears when you post pictures or reply to reviews. Using your logo here is often the best choice for brand consistency.
- Exterior and interior photos: This helps customers see where you are and understand the atmosphere.
- Product photos: Showcase your most popular products or services to attract potential customers.
Customer and team photos: Images of happy customers or your team can build trust and humanize your business.
Here is an example of the photos on our Google Business Profile:
Tips for optimizing your profile with photos
✅Add at least one new photo every seven days to keep your profile fresh and engaging.
✅Follow Google’s specifications, include various relevant images, and avoid using stock photos or heavily edited images.
✅Geotag your photos to enhance your local SEO further.
Get Google Reviews
As stated before, the reviews section on GBP is one of the most crucial to fill out. The more positive reviews you have, the better, so you need a strategy for generating them.
Here are some effective strategies for accruing positive reviews:
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- Ask for reviews from your most loyal, trusted customers. Reach out to your regular patrons (your version of Norm from Cheers if you have one), and ask them to leave a review on GBP. Naturally, they’ll have plenty of nice things to say about you.
- Provide incentives to leave favorable reviews. Of course, the best incentive you can offer to encourage reviews is to provide outstanding products and services. Outside of that, you can provide small perks like discounts or enrollment into a prize rally whenever a customer leaves a review.
- Make leaving a review as easy as possible. You’ll generate a lot more reviews if you make the process as quick and easy as possible. QR codes are great, as are dedicated links that take users directly to the review page.
Step 6: Keep Your Information Updated
Maintaining accurate and up-to-date information on your Google Business Profile is essential for ensuring customers have the correct details when searching for your business.
Regularly updating your profile helps prevent customer frustration and signals to Google that your business is active and trustworthy, which can positively impact your search rankings.
Here’s what you need to update on a regular basis:
➡️Business hours: Ensure your operating hours are accurate and reflect any changes. For example, if you extend your hours during a busy season or reduce them during holidays, update your profile accordingly.
| Pro tip: Set holiday hours
Use the holiday hours feature to set special hours during public holidays or special events. This helps avoid customer confusion and ensures they know when you’re open. |
➡️Contact information: Keep your phone number updated, especially if you change your business number or add new lines for customer service. Also, ensure your email address is current and that you check it regularly.
➡️Address: If your business moves to a new location, update your address immediately. An outdated address can lead customers to the wrong place, damaging your reputation and leading to missed opportunities.
➡️Services and products: Add any new services or products you introduce to your business. Additionally, If your prices change, update them on your profile to avoid surprises for customers. Transparent pricing builds trust and helps customers make informed decisions.
Bonus Tip: Improve Your Local SEO and Your Google Business Profile
Local SEO is similar to traditional SEO but focuses on specific geographical areas.
Google uses various signals and local ranking factors to deliver its users the most relevant search results.
By including relevant keywords and phrases in your Google Business Profile (GBP), you can significantly enhance your local SEO.
Since your business website’s homepage is linked to your GBP, it’s essential to incorporate keywords in your business description.
Here are the key factors Google considers for local SEO:
Proximity
Proximity refers to how close your physical address is to the person searching for your service.
For example, if someone in Burlington searches for “best shoe store,” Google is unlikely to show results for a shoe store in New York unless the searcher specifically indicates that area.
Generally, the closer a business is to the user, the higher it will appear in relevant search results.
Proximity is one of the most challenging aspects of local SEO to influence, as you can’t physically move your business to match search queries from different locations.
However, you can optimize your GBP by focusing on localized keywords and phrases to improve your visibility within your service area.
Relevance
Relevance measures how well your business matches a search query. If your website and GBP include relevant keywords and listed services, you are more likely to appear in search results or on Google Maps.
Ensure that your business information is straightforward and accurate across all directories. This helps Google’s algorithms understand what your business is about, making it easier for your profile to match relevant search queries.
Prominence
Prominence in local SEO refers to how well-known or popular your business is in the real world. A prominent offline business is more likely to have a strong online presence as well. To boost your prominence, consider focusing on the following factors:
- Backlinks: Build quality backlinks to your website. These signal to Google that your business is credible and authoritative.
- Social Media: Engage actively on social media platforms to increase your business’s visibility and popularity.
By optimizing your Google Business Profile with these local SEO factors in mind, you can improve your chances of appearing higher in local search results, in turn attracting more customers to your business.
Final Takeaways for Optimizing Your Google Business Profile
Getting set up on Google Business Profile is a fantastic way to boost your local rankings, increase foot traffic, and increase your visibility on Google Maps.
This concludes the optimization section of the guide.
Up next is How to Use Google Posts, which breaks down the numerous ways you can use the Posts feature to engage with your audience and generate more traffic.
After that, you’ll learn How to Claim Your Google Business Listing, which refers to claiming an existing listing for your business.
Lastly, our guide on How to Get Google Reviews provides tons of ways to generate positive reviews on Google to improve your local SEO.
See you there!
Also, optimizing your business profile can be a daunting task, so if you feel like you need the advice of a professional, we can help!
Book a call with one of our experts today to demystify optimizing GBP and learn how to improve your local SEO.
