How to Create, Audit and Optimize a Google Business Page For Your Small Business

Ensuring your business has an online presence is not just a good practice; it's a crucial step toward success. Today, a staggering 97% of people turn to the internet to find local services, making your digital storefront—particularly your Google Business Page —a significant touchpoint for potential customers. As we start a new year, there's no better time to set up, audit, and optimize your Google presence.

In this blog we will cover how to set up a Google Business Profile, and how to audit and optimize an existing Google Business Page, I will walk you through everything step-by-step guide, to ensure your business stands out in local searches and captures the attention of your target audience.

But first, What is a Google Business Profile?

Google Business Profiles are dynamic online listings that showcase essential information about your business. They appear in local searches, providing users with a snapshot of what your business offers, its location, and customer reviews. We’ve all seen one — it’s the box on the right side of the screen when you Google a business name or service. Whether you offer a product or service, whether you are local or national, having a Google Business Profile is essential for all businesses,

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Advantages of having a Google Business Profile:

1. Enhanced Visibility: Improve your chances of appearing in local search results, making it easier for potential customers to discover your business.
2. Credibility and Trust: A complete and accurate profile builds trust and leaves a positive first impression, crucial for converting online visitors into customers.
3. Customer Engagement: Interact with your audience through reviews, questions, and inquiries. Demonstrating excellent customer service fosters a positive online community.

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How to Set Up A Google Business Page:

Step 1: Claim Your Business

• Visit Google My Business and sign in with your Google (Gmail) account.
• Click on the "Manage Now" button.
• Follow the prompts to search for and select your business. If it doesn't appear, you'll have the option to add it.

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Step 2: Complete Your Profile

• Once you've claimed your business, you'll be directed to your dashboard. Click on the "Info" tab on the left-hand side.
• Add your business's contact details, including phone number and website. Make sure the information is accurate and matches your other online profiles (this is super important and will help you rank better in searches).
• Specify your business hours to keep customers informed.
• Craft a compelling business description that concisely describes what your business offers. This is a great opportunity to highlight your unique selling points.
• Click on the "Photos" tab to upload high-quality images of your business, both interior and exterior shots, team photos, and images that showcase your products or services. Visual content enhances your profile's appeal.

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Step 3: Choose Relevant Categories

• Navigate to the "Info" tab.
• In the "Business Category" section, start typing relevant keywords and select from the suggested categories. Choose the most accurate categories that represent your business. This helps Google understand your business and improves its visibility in local searches.
• Remember, the more complete and accurate your profile, the better your chances of appearing in relevant searches and attracting the right audience.

A word of caution: false information on your Google Business Page can have severe consequences, potentially leading to the suspension of your profile. Google is committed to maintaining the accuracy and reliability of the information available to users, and any violations of its policies may result in penalties. I’ve seen many businesses lose their Google Business Pages (and all of their amazing customer reviews!!) to suspension, due to misrepresentation. This can include many things like using the wrong business name, creating multiple profiles etc. ?

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How To Audit Your Google Business Page

Auditing your Google Business Profile is a strategic move that can significantly impact your business's online visibility and success. Life is dynamic, and so is your business. If you've recently moved to a new location, altered business hours, changed your business name, or evolved your services, a thorough audit ensures that your online storefront accurately reflects these changes. Beyond accuracy, an up-to-date profile builds trust with potential customers.

I recommend auditing your Google Business Profile once a quarter. Here’s how:

Step 1: Verify Information Accuracy

The first step in auditing your Google Business Page is to ensure all your business information is accurate and up-to-date. From contact details to business hours and location, a thorough check guarantees potential customers can reach you effortlessly.

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Step 2: Monitor and Respond to Reviews

Reviews play a pivotal role in shaping your online reputation. Regularly check and respond to both positive and negative reviews. Demonstrating responsiveness showcases your commitment to customer satisfaction and builds trust with your audience.

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Step 3: Post Updates Consistently

Regular updates not only keep your audience informed about the latest in your business—whether it's a new product, a limited-time offer, or an upcoming event—but they also contribute to enhanced visibility in search results. Google tends to favor businesses that are actively managing their profiles, viewing them as more reliable and pertinent to users.

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Step 4: Check Your Hours of Operation

One often overlooked yet vital aspect of your Google Business Profile is the accuracy of your business hours. As you conduct a thorough audit, pay meticulous attention to this section. Ensuring that your operating hours are up-to-date is not just about providing accurate information to your customers; it's a strategic move that can significantly impact your online visibility. Google values businesses that actively maintain and update their profiles, and the frequency of updates, especially regarding your business hours, can influence your ranking in search results. Do not however state that you are open all day, every day, unless you are.

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How to Optimize Your Google Business Page For Increased Exposure

A well-optimized profile not only enhances your online visibility when customers are searching for your product or service, but it also boosts your chances of appearing higher in local search results.

Here are a few ways to optimize your Google Business Page:

1. Utilize Google Q&A: Google Q&A allows users to ask questions directly on your profile. Regularly check and respond promptly to inquiries. This not only provides helpful information to potential customers but also enhances your profile's engagement.

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2. Craft a Keyword-Rich Business Description: Your business description is a brief yet powerful introduction. Craft a compelling narrative that conveys your unique selling points, services, and values. Use keywords naturally to improve your search ranking.

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3. Choose Relevant Categories and Attributes: Selecting accurate categories ensures your business appears in relevant searches. Additionally, leverage attributes to highlight specific features, such as "women-led," "family-friendly," or "eco-friendly," providing more context to potential customers.

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4. Add Services and Products Listings: Ensure that your profile includes a detailed list of the services and products you offer. This not only provides valuable information to potential customers but also helps Google understand the nature of your business. Utilize this section to showcase your offerings, including any specialties or unique products. A well-curated list not only informs customers but also contributes to the overall completeness of your profile, signaling to search algorithms that your business is robust and relevant.

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5. High-Quality Visual Content: Enhance the visual appeal of your profile by regularly updating high-quality photos of your business, products, and services. Visual content not only makes your profile more engaging but also provides potential customers with a glimpse of what to expect. Consider showcasing your storefront, team members, and any unique aspects of your business. A visually appealing profile is more likely to capture the attention of users and can contribute to a positive first impression.

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6. Monitor Insights and Analytics: Google My Business provides valuable insights into how users interact with your profile. Regularly monitor these analytics to understand your audience better, identify popular products or services, and refine your marketing strategy.

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Now for the things you DON’T want to do on Google My Business:

Like all third-party social media platforms, Google has guidelines for its’ business profiles. When creating and optimizing your Google Business Profile, you must be aware of these potential pitfalls:

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Don't Misrepresent Your Business:

Avoid providing inaccurate information about your business, such as incorrect hours of operation, location, or contact details. Consistency and accuracy are key.

Don't Ignore Customer Reviews:

Avoid neglecting customer reviews, both positive and negative. Respond promptly and professionally to all reviews to show that you value customer feedback.

Don't Neglect to Monitor User-Generated Content:

Avoid ignoring user-generated content, including photos and edits suggested by customers. Regularly review and moderate this content to ensure accuracy and relevance.

Don't Disregard Local SEO Best Practices:

Avoid neglecting local SEO best practices. This includes having consistent NAP (Name, Address, Phone Number) information across all online platforms to improve your local search ranking.

Don't Violate Google's Guidelines:

This goes without saying, but avoid violating Google's guidelines for business profiles. This includes using false information, engaging in suspicious review practices, or attempting to manipulate your business's online presence.

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