How to use a Google Business Profile to transform your local SEO

Whether you run a cafe, a Chinese takeaway, or a car repair shop, local SEO is critical if you want people in your area to discover your business.

One of the easiest, most cost-effective ways to enhance your optimisation efforts is to claim and manage your Google Business Profile (GBP).

Not sure what a GBP is? In this article I’ll explain the benefits, share how to claim your profile, and show you how to make your profile stand out from the crowd.

What is a Google Business Profile?

Google Business Profile is a platform that lets you manage your online presence across Google’s suite of tools, including Search, Maps, Ads, and Shopping

As well as providing a way to display information about your business in the Google Search results, you can use GBP to provide Google with additional context about what you do.

This means you’re more likely to rank for the search queries that matter most to your customers.

What can you do with a Google Business Profile?

With a Google Business profile you can:

• Guide people to your website and social media profiles
• Promote your opening times
• Signpost people to Google Maps for directions
• Let people call your business directly from mobile
• Let people book appointments and make reservations
• Showcase your products
• Post photos, videos, events, and other updates
• Manage and respond to customer reviews

What are the benefits of setting up a Google Business Profile?

5% of GBP views result in a website click, call, or request for directions. That’s a lot of potential extra traffic and conversions for your business!

Here are some reasons why an optimised Google Business profile is a must.

• It increases your visibility in the search results. When people search for your business, it pulls up your business profile, which gives them lots of additional ways to get in touch
• It provides Google with more context about your business. For example, if your coffee shop offers free Wi-Fi, you’re more likely to rank well for search results like ‘coffee shops with free Wi-Fi near me’
• It lets you engage with customers. For example, you can respond to reviews and answer customer questions. (You used to be able to chat with customers, but this feature was sunsetted earlier in the year)
• It provides additional data to drive business decisions. For example, you can see which search queries people use to find your business, how many customers request directions, and how many people call you through your profile
• It makes it easier to drive sales across Google. For example, you can connect your GBP to Google Merchant Center, meaning you can showcase your products across Search and Maps

One of the best things about GBP? It means you are more likely to appear in the ‘Google Snack Pack’ – the map at the top of the local search results.

44% of searchers click on the Snack Pack when it’s available, so it’s definitely worth trying to feature!

How to get started with a Google Business Profile

It’s free to set up a Google Business Profile – all you need is a Google account. Just go to the Google Business Profile website and click the blue Manage Now button to get started.

Google will ask you to select an existing business or to create a new one. If nobody has claimed your business, you’ll have to verify ownership. You can do this by phone, text, email, or video, although bear in mind that it might take up to five working days for verification to come through.

If someone has already claimed your business, you’ll need to request ownership. Google will give you a form to complete, and your request will go to the person who already has access. They will then approve or deny your request.

In most circumstances, if they don’t reply to your request in three days, you can claim the profile by default.

Once your profile is ready to go, you can add your details!

Can you manage multiple locations from the same profile?

Yes, if your business operates in different locations, you can manage them all from the same account.

Each location must be distinct, with its own address and phone number.

Top tips for getting your Google Business Profile in check

You’ve claimed your profile and gone through the verification process… what next?

Here’s how to make the most of your Google Business Profile

1. Complete as much of your profile as you can

Google prioritises businesses with complete business profiles, so be sure to fill in as many fields as possible.

Don’t forget to add any relevant attributes, for example, if you’re wheelchair accessible, minority-owned, or open 24-hours.

2. Respond to all reviews (good and bad)

Having a Google Business Profile means people can submit reviews directly through your profile.

Over three-quarters of people read online reviews when looking for businesses near them, and Google is the most trusted review platform of them all.

Another bonus? Google uses keywords in reviews to gain more information about your business, which can mean you rank for additional words and phrases.

Responding to reviews (both positive and negative) is a great way to show customers that you’re listening and to get an SEO boost. 45% of people say they’ll still visit a business if it responds to a bad review.

3. Be consistent

If you want to do well at local SEO, NAP citations are a massive piece of the puzzle.

NAP stands for ‘Name, Address, and Phone Number.’ Essentially, you need to get these three pieces of information on as many websites as possible.

But here’s the thing – all your citations need to contain the same information, or they won’t work.

This means your name, address, and phone number on your Google Business Profile must precisely match that on other websites.

Even down to using ‘Street’ or ‘St.’

4. Keep your profile up to date

Your Google Business Profile isn’t something you can set and forget. It’s vital to regularly revisit it and make sure it’s up to date with your latest products, news, and updates.

It’s particularly important to update your opening times in the run-up to bank holidays - if you’re open over Christmas and New Year, let your customers know!

If keeping your profile updated is too much of a pain, you can add owners and managers to lighten the load.

5. Don’t forget Bing!

Are your customers more likely to seek you out on Bing rather than Google?

The good news is that Bing has its own version of Google Business Profile, Bing Places for Business. This works in the same way as GBP - claim your business, add your information, and Bing will show your business in relevant search queries.

You can even import your Google Business Profile data over to Bing to make the process easier.

Sort out your local SEO with Xigen

If you haven’t got one – make today the day you set up a Google Business Profile for your business.

It’s free to do and can make a significant difference to your SEO efforts.

Of course, if you need extra support ranking for the right words and phrases, I can help. Drop me a DM, and let’s talk local SEO.