Whether you are a small or a big brand, having recognition in your specific area of operation ensures that people will come to you. Local search engine optimization deals just with that. This form of SEO lets you rank not just in standard search engine result pages (SERPs) but also in Google Maps.
Apart from giving you broader reach and recognition, this tactic also increases trust and drives offline traffic. And a Google Business Profile plays a massive role in success. In this guide, we’ll walk you through the process of creating and optimizing your account to help you fuel your business.
Why Do You Need a Business Profile on Google for Local SEO?
Google Business Profile (GBP), previously known as Google My Business, is your ultimate online listing. It’s a centralized space where you show people what your business does, provide basic details like your NAP (Name, Address, and Phone Number), and amplify the first impression with relevant logos and photos. It’s also a place where you can accumulate and manage reviews, establishing authority and trust. You can even demonstrate your products and services via it or provide answers to common questions.
For a local SEO strategy, GBP matters for one more reason. It allows customers to locate your business on the map. Hence, it allows you to rank in the right locations and drive foot traffic straight to your door.
GBP also gives you the following benefits:
- Improved visibility in Search and Maps
- Enriched business information
- Simple sign-up process and free to use
- Seamless profile management
- Advanced features, such as Q&A, photos, etc.
Creating Your GBP or Claiming It
If you don’t have an account yet, you can get started for free. Go to business.google.com and click Get Started to start setting up your profile. After this, you will be asked to provide basic details, such as:
- Name
- Business type
- Category
- Areas of operation (you can add multiple locations)
- Phone number and website (optional)
- Address (to put your location on the map)
- Services/products
- Working hours
- Description
- Images
Once you go through all the basic steps, you will be redirected to see your business profile manager, available right from the search page. However, your listing will not be visible yet. It needs to undergo processing first. It typically takes up to five days to complete verification.
In case your company is already listed on Google, you can claim your ownership. You can do it in three simple steps:
- Find the profile of your brand;
- Click Request Access;
- Fill out the form and submit it.
Basic Optimization Checklist to Create Visibility and Increase Google Business Profile Traffic
Whether creating a GBP from scratch or optimizing the profile you claimed, there are a few core optimization steps you need to take to boost visibility:
- Make sure your core information is very accurate. Every detail must be up-to-date and error-free in order to ensure proper visibility and enable customers and prospects to find and engage with you.
- Don’t skip indicating open hours. The main value of GBP for local SEO is that it lets potential and existing customers find you on the map and visit your physical location (e.g., a store, restaurant, office, etc.). If you want to drive offline traffic, you have to specify your working hours with precision.
- Use categories and attributes to the maximum. These two elements help people instantly know what your company does. Besides, they help Google rank your profile in relevant searches. For example, if you are running a restaurant, choose Restaurant as your category and then use attributes to specify what exactly you serve, for example, you can use attributes like pizzeria, vegan restaurant, catering, takeaway restaurant, etc. If you add them, people who will look up, let’s say, “vegan restaurant near me,” will see you on the map if they are in your area.
- Target the right local keywords. Similar to traditional SEO, local SEO uses keywords to help people find you on the web. Hence, you need to target relevant keywords and integrate them into your GBP.
An easy way to do this is to leverage SEO software for agencies that makes keyword research effort-free. In your tool, specify the key terms and phrases that describe your business and look for long-tail, location-bound queries, based on them, for example, “vegan restaurant in New York.” Choose keywords based on search volume (mid to high) and competition (low to mid) to ensure that you rank in Google Maps.
Write a killer description. This part of your account performs two functions: educating users on what you do, which is why it has to be clear and descriptive, and helping search engines rank you for relevant requests, which is why you need to insert your target local keywords naturally.
Bonus Hacks to Improve Google Business Profile Engagement
Once done with basic optimization, you can also go the extra mile and use Google’s advanced features to improve your outcomes.
Here’s how to rank higher on Google Maps, leveraging the available features:
Use Photos and Media
First impressions are what matter most, and profiles with media tend to instantly capture more attention than those without it. Google recommends adding clear and quality images and videos to make your GBP more appealing.
Follow the given guidelines to make the best use of your media:
- Combine both images and videos.
- Consider adding all types of media, including your company’s logo and a well-fitted cover photo for branding purposes and recognition, as well as images and videos of your storefront, products, and services.
- Pick one of the following file types: JPG or PNG, and keep them between 10 KB and 5 MB in size.
- Make sure your videos don’t exceed 30 seconds and 75 MB.
Keep these and other Google guidelines in mind to provide the best media format and ensure that your images and videos fulfill their purposes as intended.
Encourage Reviews and Manage Them
Your GBP reviews make the foundation of your overall rating and play a huge role in establishing credibility. Users look at them not only to learn about the quality of your product or service but also to see if you’re worth their trust. So, after you create your account, encourage your existing clients to support your brand and share their experiences.
Most importantly, don’t strive for perfection. A combination of good and bad reviews typically looks more trustworthy and doesn’t make people think that your reviews are fake. However, this doesn’t mean that you shouldn’t manage your feedback–respond both to positive and negative comments to show your care and involvement.
Create a Q&A Section and Enable Messaging
After you capture preliminary attention, you need to educate your potential customers about what you have for them. Outline the most popular questions that will help you educate prospects and provide brief but comprehensive answers to them. Be sure to target relevant and popular long-form keywords (including question-based ones) and insert them into this section.
Additionally, be sure you activate the messaging feature. Go to the Add messaging page in your Google Business Profile manager and toggle the Accept Messages option. This will let warm leads connect with you instantly.
Get Noticed With Google Posts
Although not many use this feature yet, Google Posts give you an additional chance to drive attention and tell people about your brand. If you create and publish them regularly, you can notify customers and prospects about the main news, special offers, and upcoming events. Most importantly, you can insert keywords into these publications for improved rankings.
To make a post, go to your GBP manager and click Add update, then create a description, add media, and submit.
Leverage Analytics to Grow
Just like you use business analytics tools to detect your strengths and weak spots, using analytics to assess the efficiency of your SEO efforts is crucial for making data-driven decisions and enhancing your results.
Leverage GBP insights to continuously monitor your profile’s performance and use Google Analytics to measure your key SEO metrics. Then use this data to enhance your strategy and boost your online and local presence.
Advanced Local SEO Tips to Outshine the Competition
Now that you know how to manage Google listing effectively, let us give you another important tip- you can go far beyond your GBP to ensure local visibility.
Here are a few quick bonus tips that will help you attract more local clients:
- Apart from listing your business in Google, you can receive additional local mentions from directories like Yellow Pages, True Local, and others, as well as news sites and blogs popular in your area. Make sure you get listings and mentions of your brand for maximum outreach. Just like link-building in SEO, this is a powerful tool for increasing your credibility.
- Build location-specific landing pages. While your existing landing pages are good for driving general traffic and improving rankings, location-specific landings can help you rank for your local keywords and drive high-potential leads.
- Amplify your local optimization efforts with traditional SEO. Focus on factors that matter for your rankings, such as E-E-A-T content, positive user experience, quality backlinks, and others, to ensure that you rank high both in SERPs and Maps.
Conclusion
GBP isn’t the only tool you can use in local SEO. Yet, it’s one of the most pivotal ones if you want to get noticed and start growing. As you now know, this free tool enables you to put your business on the map and educate prospects about what you do, thus driving more leads.
After reading this guide, you know how to create a profile and optimize its basic details. You also know how to use your business profile manager and the advanced features available in it to maximize your efforts and amplify your results with bonus SEO hacks. Use these insights to establish a greater online and offline presence already now!
