In 2024, showing up prominently in search results is critical. One thing that is more notable than ever is the Google Maps listings. These often are the very first results someone searching sees as they appear at the top of the results.
In fact, many searchers never even scroll past the map results before clicking to visit a website or make a call, so appearing in the top three of these results is imperative to a local business.
This is where the Google Business Profile (GBP) comes into the picture. This free and powerful tool acts as a digital billboard for online searchers to boost your company’s local visibility. It is also a primary driver of Google Map results. Let’s go in depth on how to optimize and maximize the value of your Google Business Profile.
Why is a Google Business Profile (GBP) So Important in 2024?
- Increased Presence for Mobile Searches: With 63% of all U.S. based Google searches conducted on mobile devices, appearing prominently on Google Maps and local searches is extremely important. GBP ensures your business pops up when users search for relevant keywords or key phrases in their area.
- Optimized Local SEO: Fully optimizing your company GBP with accurate information, high-quality optimized photos, and relevant keywords and key phrases significantly improves your local search ranking. This means potential customers are more likely to find you when searching, putting you ahead of competitors who neglect their GBP.
- Improved Credibility: Positive online reviews and ratings displayed on your GBP act as powerful social proof, building trust and credibility with potential customers. In addition, taking time to respond to reviews, both positive and negative, will demonstrate your responsiveness and commitment to customer satisfaction.
- Enhanced Customer Communication: GBP allows your company to engage directly with customers through messaging. You can answer questions, address concerns, and even offer promotions. This additional form of communication makes it easier for a potential customer to interact with you and can separate you from the competition.
- Additional, Free Exposure: We all like the idea of getting free exposure to potential clients. Well, GBP offers you exactly that. Posting updates, events, and special offers on your GBP is a free way to market your business and keep customers informed.
- Outpace the Competition: Google continuously updates its algorithms, and GBP is no exception. By optimizing your profile and utilizing new features available, you can stay ahead of your competition and stand out to potential customers in a positive way. This may also have you above the competition that doesn’t stay current in relevant search results.
Optimizing a GBP for Maximum Impact
Don’t make the mistake of thinking having a great GBP profile is just about filling in the blanks. Every company can do that. You need to separate yourself, and it will take some additional strategies to get the most impact from your GBP. Follow these key steps to maximize the effectiveness of your profile:
- Get Fully Verified: While this sometimes will require several steps, it is critical that your GBP is verified to unlock all the features available to you. It also increases your ranking in local searches, so make the effort. You will be glad you did.
- Fully Complete Your Profile: Ensure all basic information is accurate and up-to-date, including address, phone number, website, and business hours. In addition, make sure to define your services along with descriptions. Finally, create a product page for each of your offerings, add an extended description and link it back to that page on your website.
- Add High-Quality, Optimized Photos and Videos: Showcase your business visually with engaging photos and videos that capture its essence of the products and services you offer. Don’t just load the photos or videos from your phone or camera directly though, ensure you optimize them with a program like GeoImgr.com
to get the most benefit from these uploads.
- Encourage Reviews and Respond: While gathering reviews builds trust and is extremely important, responding to your reviews is also something to pay attention to. Responding to positive ones can show your appreciation for customers, negative ones handled professionally demonstrate your commitment to customer service. In addition, Google likes when you respond to the reviews, so take the time to make this a regular habit.
- Optimize Profile Relevant Keywords and Key Phrases: Use keywords and key phrases strategically throughout your profile, including descriptions, categories, and posts to improve the search ranking. Make sure that Google knows what products and services you are referring to with the pictures and posts you are uploading.
- Post Regularly, Just Like You Would on Social Media: Sharing updates, projects, events and promotions to keep customers engaged and informed. This also provides Google more content to optimize your ranking. If you are posting it to your social media platforms, you should be posting it to your GBP.
- Analyze Performance: You can GBP insights to understand what content is working and how to curate and choose future content to maximize impressions and engagement.
- Connect With Social Media: You can now link your social media profiles to your GBP. Connect all relevant, active channels that you have. All information you can interconnect on your profile for Google helps them populate your company for relevant searches.
- Review Profile Regularly: New features become available from time to time, so make sure you check on a regular basis if there are areas your GBP can be improved. Regularly reviewing your profile ensures that you are taking advantage of these new options when they appear.
Hopefully this article encourages you to place importance on your Google Business Profile and not put it in cruise control in 2024. Claiming, verifying, optimizing and reviewing your GBP unlocks a powerful and free local SEO tool. A well-maintained GBP isn't just a marketing tool; it's an investment in your business's future.
Making this a priority ensures you stay visible, relevant and competitive in the ever-evolving digital landscape.
Column featured in Loop Magazine, launching Q2 2024 - https://autobahnwindowfilms.com/loop-magazine/
