The Importance of Optimizing Your Google Business Profile

The Importance of Optimizing Your Google Business Profile

Google Business Profile (GBP) is a free Google product that helps businesses manage their online presence, hours and location, collect customer reviews, and share business updates. It also has a strong impact on a website’s search engine ranking and provides the ability to be found on Google Maps. GBP is a vital tool in helping new customers find your business, while also helping build trust, drive website traffic and boost your sales.

Getting Started with Google Business Profile

Your business’ GBP Profile pops up on the right-hand side of the screen when using Google search. To get started, you’ll have to set up a Google Business Profile account, add your business location, and fill in details such as a business address, contact information, business type/category and the products/services you provide.

After successfully creating your GBP account, Google generates a business profile and Google Maps location for your business (if you have a physical location). To make the best use of this profile, you should fill out as much information as possible, keep it up to date, post regularly and encourage customer reviews.

When optimized properly, there’s a good opportunity for your business will show at the top of the Google search page in what we call the ‘map pack’ which shows the three best matching businesses.

It’s also possible to connect any third-party platform like UberEats or Skip the Dishes, or links to appointment booking calendars that can also show to potential customers.

Benefits of Google Business Profile

Search Engine Ranking. Local search is influenced primarily by relevance, distance, and prominence. Having a profile gives you an opportunity get more local organic search traffic. 

Relevance. When creating your GBP profile, make sure to write a complete “from the business” description with industry-specific keywords, and add your products and/or services. This helps users find the most relevant businesses for their search. 

Distance. Ranking for “near me” searches relies on your business location. When using Google Maps, it considers how far a user is from your location when suggesting businesses. This is very powerful for brick n’ mortar local businesses to get foot traffic.

Prominence. Prominence is based on information Google gets that’s outside of your website. Google scrapes articles, directories, and reviews across the web to validate that your business is legit and is considered trustworthy by most consumers.

Stand Out From The Competition

Brand Awareness. Your GBP is often a first customer touch-point and an opportunity to present your brand, and reach new organic traffic. Never discount the impact of a first impression of your brand.

Regularly updating your GBP profile. Updating your GBP profile—publishing posts, answering questions, and responding to reviews—helps your listing rank better than competitors. Google will suggest businesses to users that are active over ones who aren’t.

You Businesses Value. Your business’s description should have your value proposition. It should show the relevance to the search, how customers are finding your products and/or services worthy of their investment, and how your business separates from others.

Word-Of-Mouth Marketing

Customer Reviews. Collecting and responding to Google reviews signals to Google’s API that your business is active, and trustworthy.

Positive Reviews. Responding to positive reviews shows current customers how much you value their time and shows potential customers the level of quality of your products and services.

Negative Reviews. Responding to negative reviews shows your commitment to listening to their concerns and how you’re eager to make changes to your processes to improve customer service.

GBP Builds Trust and Loyalty

A properly optimized Google Business Profile not only improves your online image and brings traffic to your website, but helps establishes trust by increasing brand awareness. Maintaining a quality profile is one of the most cost-effective and impactful ways to improve your online presence. 

If you want to do more for your Google Business Profile, book a meeting with us to discuss how to stop missing out on opportunities.

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