Optimizing The Google Business Profile (GMB) for Better Search Visibility

Google Business Profile (GBP) is a free tool provided by Google that allows businesses to manage their online presence across Google's platforms, including Google Search and Google Maps.

By optimizing the GBP, improve the business’s visibility in local search results, attracting nearby customers who are actively searching for services.

SEO professionals often use GBP as part of a location-based strategy, helping both new and established businesses gain exposure in local searches.

Whether looking to increase foot traffic or online inquiries, creating and optimizing the Google Business Profile is a crucial first step for local SEO success.

Why Google Business Profile Matters

Google Business Profiles provide essential information to potential customers, such as:

Business address

Operating hours

Categories

Customer reviews

Verified GBP information is also integrated into Google's Knowledge Graph, enriching search results with details that help customers make informed decisions.

Once the profile is set up, the business will be listed on Google Maps, making it easier for users to find, both in traditional search and map-based queries.

With over 80% of the global search engine market share, Google offers a significant opportunity for businesses to dominate local search results.

Businesses listed on GBP also benefit from enhanced exposure on third-party platforms that rely on the Google Maps API to provide location-based data.

How to Set Up and Optimize the Google Business Profile

Check for an Existing Profile: Before creating a profile, search on Google to see if the business already exists in GBP.

Choose the Right Category: It's essential to select the most accurate category for the business, as it directly impacts the local search ranking.

Add Contact Information: Ensure the phone number and website URL are accurate. For businesses with a physical location, also include the business address.

If a service-area business, Google allows to hide the specific address while still being listed in relevant local searches.

Tips to Optimize the Google Business Profile

Enter Complete Business Information

Local search results favor businesses that provide the most relevant and complete information. Ensure the profile clearly describes what to do, where located, and how customers can access the products or services.

Incorporate Keywords

Just like with traditional SEO, incorporating important keywords and search phrases in the business description helps boost visibility.

Ensure these keywords are strategically placed in the profile, including in the business description and local posts.

Keep Operating Hours Updated

Accurate business hours are vital for customer satisfaction.

Update the hours whenever there are changes, and customize them for holidays or special events.

Add Photos

Profiles with photos receive 40% more requests for directions and 30% more website clicks compared to those without.

Include high-quality photos of the business, products, and services to engage potential customers.

Manage Customer Reviews

Responding to reviews shows customers that value their feedback. Positive reviews not only improve the credibility but also boost the search rankings.

Encourage customers to leave reviews by providing a link on the profile.

Utilize Messaging

Enable the messaging feature through the Google Business Profile app to allow customers to contact the directly.

Quick responses—within 24 hours—are key to converting inquiries into customers.

Use Local Posts

Keep the audience updated by posting offers, events, products, or services directly on the profile.

These posts appear in search results and Google Maps, enhancing the visibility.

Stay Connected During COVID-19

If the business operations have changed due to COVID-19, update the profile to reflect new hours, safety protocols, or delivery options.

GBP offers features that allow businesses to communicate these updates easily.

Leverage Special Features

Highlight attributes like "Black-owned" or "Women-led" if applicable.

Healthcare providers can offer online care options directly from their profiles.

Showcase Products with the Product Catalog

For retailers, GBP’s product editor lets display products with detailed descriptions, prices, and images, enhancing customer engagement.

Photos and Videos in Google Business Profile

Visual content is critical to the GBP’s success.

Types of digital assets should add:

Logo: Use the logo to help customers easily identify the business.

Cover Photo: This should reflect the brand’s personality.

Interior Photos: Give customers a glimpse of what to expect when visiting the business.

Videos: Short videos showcasing the services or products can significantly increase engagement.

Photo Guidelines:

Format: JPG or PNG

Size: 10 KB to 5 MB

Resolution: 720 x 720 pixels minimum

Quality: Photos should be clear, well-lit, and free of heavy filters.

Create virtual tours to give customers a 360-degree interactive experience of the business.

Monitoring Google Business Profile Insights

Google offers insightful analytics for the profile, allowing track customer interactions, including:

How customers find: Insights show whether customers found through direct searches or discovery searches.

Customer actions: Track how many users visited the website, requested directions, or called the business.

Phone calls: Analyze the frequency and timing of calls initiated through the profile.

Photo views: Compare the views of the business photos with those of similar businesses.

By regularly reviewing these insights, do fine-tune the GBP strategy for maximum local visibility.

By optimizing the Google Business Profile, positioning the business to capture more local search traffic, engage customers effectively, and boost the online presence across Google's platforms.