“Near me” searches are exploding as people look for businesses in their immediate vicinity. Your Google Business Profile (GBP) is essential for capturing these local customers. It is a free marketing tool that many are not putting any thought to. All businesses should have an accurate profile at the very least, ideally you should be updating your profile at a minimum quarterly.
Basic Steps to Optimise your Google Business Profile
1. Claim and Verify Your Profile
- Essential First Step: If you haven’t already, claim your Google Business Profile listing and verify it with Google. This confirms you’re the legitimate business owner.
“Every business needs to have at least one Google email address. This is a need for access to not just your Google Business Profile but also for other marketing tools like Google Analytics. Ensure the email you use has 2FA set up and a back up email you are sure will always have access to.”
Monster Rose
2. Complete Every Section with Accuracy
By taking the time to complete every section of your Google Business profile, you’ll create a powerful online presence that attracts customers and drives business growth.
A. Foundational Information
- Business Name, Address, and Phone Number (NAP): Ensure this is exactly how it appears on your official documents and signage. Consistency is key for local SEO.
- Website URL: Link to your homepage or a specific landing page relevant to your Google Business Profile listing. Use UTM parameters to track traffic from your profile.
- Hours of Operation: Include regular hours and any special holiday hours. Keep these updated, especially if you have seasonal changes.
- Business Category: Choose the most accurate category that represents your primary business activity. You can add secondary categories if relevant.
B. Enhance Your Profile
- Attributes: These provide valuable details about your business. Don’t underestimate them! Examples include:
- Accessibility: Wheelchair accessible entrance, Accessible restroom, etc.
- Amenities: Wi-Fi, Good for kids, Outdoor seating, Takes reservations, etc.
- Offerings: Delivery, Dine-in, Takeout, Online appointments, etc.
- Planning: Appointments recommended, Quick visit, Good for groups
- Highlights: Women-owned, Black-owned, Veteran-owned, LGBTQ+ friendly
- Social Media Accounts: Link to your active social media profiles (Facebook, Instagram, Twitter, etc.) to increase visibility and engagement.
C. Showcase What You Offer
- Products:
- Detailed Descriptions: Go beyond just a name. Include features, benefits, and pricing (if applicable).
- High-Quality Images: Use professional photos that showcase your products in the best light.
- Categories and Options: Organise your products logically with categories and variations (e.g., size, colour).
- Services:
- Clear Service Menu: List all services with concise descriptions and pricing (if available).
- Service Area: Define the areas you serve, especially if you’re a service-based business.
- Booking Options: If applicable, integrate online booking tools or provide clear instructions for scheduling appointments.
- Business Description: Write a compelling and keyword-rich description that highlights what makes your business unique.
- Photos and Videos: Add a variety of visuals to showcase your business, including your storefront, interior, team, and customer interactions.
- Customer Reviews: Encourage satisfied customers to leave reviews. Respond to all reviews, both positive and negative, professionally and promptly.
- Google Posts: Regularly create engaging posts with updates, offers, and events to keep your Google Business Profile fresh and attract attention.
- Questions & Answers: Monitor and answer questions from potential customers. You can even proactively add FAQs.
Read More: Mastering Google Business Profile: A Step-by-Step Guide to Updating and Editing
3. Optimise Your Business Description
I am aware that I am repeating myself here but this is essential, this is your introduction. There is no actual limitation to changing the business description, it is strongly recommended you do not do it often. Frequent changes could potentially flag your account as suspicious, which will definitely result in lowering your rankings.
- Keyword-Rich: Write a detailed description (up to 750 characters) that incorporates relevant keywords people might use in google searches.
- Compelling Content: Highlight what makes your business unique and why customers should choose you.
4. Choose the Right Category and Attributes
Choosing the right business categories and attributes on your Google Business Profile (GBP) is crucial for reasons such as relevance and ranking factors.
- Primary Category: Select the most accurate category for your business.
- Secondary Categories: Add relevant secondary categories to increase visibility.
- Attributes: Choose attributes that highlight your business features and services.
5. Encourage and Respond to Reviews
Reviews are a top deciding factor for many people looking for a product or service.
- Positive Reviews Matter: Encourage happy customers to leave reviews on your Google Business Profile.
- Engage with Reviews: Respond to all reviews, both positive and negative, to show you value customer feedback.
6. Post Regularly on Google Posts
- Fresh Content: Share updates, offers, events, and engaging content using Google Posts. This keeps your profile active and relevant.
“If you find this a task you are not enjoying. Either set aside a couple of hours a month to create as much post content as possible and schedule it out or outsource the job. Canva, Chat GPT or Gemini AI and social scheduling software like Publer are useful tools to assist in this task. I personally feel that every business has someone internally that is capable of this task.”
Monster Rose
7. Upload High-Quality Photos and Videos
I personally find virtual tours and shop images extremely useful when going to a store or place of business for the first time. I am well known for my shocking ability of getting lost even with the amazing map tools we have. For the sake of people like me, please at least have a shop front image.
- Visual Appeal: Add photos of your products, services, storefront, and team to showcase your business.
- Virtual Tour: Consider creating a 360° virtual tour to give potential customers an immersive experience.
8. Use Products/Services and Q&A Features
To be updated on the go, just make sure you have the Google Maps app on your phone and are signed in via the Google account attached to your GMB.
- Showcase Offerings: List your products and services with descriptions and prices.
- Answer Questions: Monitor and respond to questions in the Q&A section of your Google Business Profile.
9. Ensure NAP Consistency Across the Web
You would think this was obvious! Do not add keywords into your business name, it may have worked many years ago but Google has caught up to this. This will tank your rankings. Stick to the truth and be consistent.
- Matching Information: Ensure your business name, address, and phone number are consistent across your website, social media profiles, and other online directories.
10. Track Your Results with Google My Business Insights
- Measure Performance: Use the Insights section to track how customers find your Google Business Profile and interact with it. This data can help you refine your optimisation strategy.
By following these tips, you can improve your Google Business Profile’s visibility and attract more local customers through “near me” searches.
Need help Optimising your Google Business Profile?
Monster Rose is a digital marketing agency in Australia, and our local SEO experts are here to boost your online presence. Contact us today to get started.
