Unlocking the Secrets: Google Business Profile Visibility

About 6 months ago, a small hardware store opened in my town. In most circumstances, this would seem like a benign and underwhelming event, but when you live in a relatively small town that's a bit of a retail desert, this is a big deal! The nearest hardware store was about 20 minutes away and had inconvenient hours that didn't really suit a trip for basic supplies when you had a random project suddenly pop up. Nearly the entire population of my town are homeowners, and with homeownership comes fixing a lot of things yourself. Having a hardware store in town was actually a godsend.

But then, something weird happened. I couldn't find any information about them on Google. I had no idea what their hours were. No idea what their phone number was to ask them what their hours were. I had no idea if they carried the items I was looking for. I had to physically drive to the location to see if they were open, and I already knew this was going to be catastrophic for their business.

I spoke to a manager at the store, and nearly begged her to let me help them get on Google search. I did everything within my power to convince how important it was, and how inconvenient it was to have virtually no information online for their potential customers. It was a guarantee half of the town had no idea they existed, and the other half were likely as frustrated as me. Sadly, they decided not to take action.

So, what happened? Well, as you probably may have guessed, the store is failing. There are never any cars in their parking lot, their inventory is dwindling, and they see a handful of customers a week.

Now, this is an extreme case. Most small business owners are not going to be nearly this stubborn, or drag their feet so much with getting information about their business online. Because, really, it's a given: Being on Google is not a luxury; it's a necessity.

But what if you already are on Google, and you're still not being seen?

With more and more people relying on local search to find products and services, your business's visibility on Google Maps can make or break your success. But here's the problem: the competition is fierce, and the factors influencing local search rankings are numerous.

This is where I come in!

My name is Leah, and I am the owner and founder of BrightAgent, a Local SEO and Google Business optimization agency. I specialize in helping small businesses who rely on local customers and clientele succeed online. I have worked with small retail businesses and nearly 500 real estate agents, successfully helping them to increase their online visibility and reach their target audiences.

Let's dive deep into the most important local SEO ranking factors, and provide you with actionable insights and strategies to help your business rise to the top of Google search. No guesswork required.

Understanding the "Why"

Before we jump into the actionable steps, I want to address why this is all important. I am not talking about "why you need an online presence" because I believe that's a given. But I am referring to "why Google cares so much about this anyway", and "why this is not more straightforward".

I am no stranger to this phenomenon: when I first started working with Google Business profiles nearly a decade ago (back when they were called Google My Business), I was left scrambling trying to figure out how to get my clients' business profiles to generate in search at all, let alone rank. I was a total novice at the time, but this gave me a perspective on how Google Business looks and feels to the average user who may not have much experience. It seems straightforward, but it's not. And then to be dealing with suspensions and verifications? Traumatizing.

But it's important to understand something crucial about this service:

This service is made to benefit you, but it's primarily made to benefit Google.

Google's customers are Google's searchers. They're your customers too, but you're using Google's services to reach them. Google wants only the highest quality results for their searchers. Otherwise, they risk searchers using alternative search engines to find the information they care about. Therefore, their incredibly high standards fall on your shoulders when you want to display in their search results. It's nothing personal, it just means you need to be equipped to provide a high-quality profile, or you will not be shown. It's as simple as that.

Once you understand this, you may be more forgiving when it comes to the dreaded suspension or why you're found on page 17 of the Google Maps Pack. Google is not out to destroy your business. It's a signal to improve your quality!

Understanding RDP Factors

When it comes to local search rankings, Google considers three key factors: relevance, distance, and prominence. Understanding these factors is crucial for optimizing your local SEO strategy.

1. Relevance: This refers to how well your business matches the intent behind a user's search query. Ensure your Google Business Profile and website content are optimized with relevant keywords and categories to improve your relevance.
2. Distance: Google considers the proximity of your business to the user's location or the location specified in their search query. While you can't control this factor, ensuring your address is accurate and consistent across all platforms can help. If you are a service areas business, you
3. Prominence: This factor assesses the overall online presence and reputation of your business. Prominence is the most important of the three factors, as it encompasses your business's visibility, engagement, and credibility online. Factors like positive reviews, quality backlinks, and a strong social media presence can significantly boost your prominence.

To optimize for prominence, focus on building a strong online reputation by encouraging positive reviews, creating high-quality content, and engaging with your audience. By prioritizing prominence in your local SEO strategy, you can outrank competitors who may be closer in proximity or have slightly more relevant content.

The Absolute Must-Do's to Start Ranking on Google Search

Keywords in Landing Page Title

When you link your website to a Google Business profile, one of the most critical factors in ranking is being sure to include relevant keywords in your landing page title tag. This simple optimization helps Google understand the content and purpose of your webpage, making it more likely to rank for relevant local searches.

When creating your title tag, be sure to include your primary keyword (what you specifically want to rank for), along with your city or region name. For example, "Best Plumber in New York City | Your Company Name" is an effective title tag that incorporates both your main keyword and location.

Complete Your Google Business Profile

Your Google Business Profile is the foundation of your local SEO efforts. To maximize impact, it's essential to claim or create and verify your business page. Verification is the process of confirming that you are the legitimate owner or authorized representative of the business you're claiming. It essentially acts like a digital handshake between you and Google, ensuring the accuracy and credibility of your business information displayed on Google Search and Maps. Without it, your profile might not go live on Google search, or it will be extremely limited. You will not be able to edit or update information or receive reviews.

Once this is completed, it's crucial to fill out every section of your profile thoroughly. This includes providing detailed information about your business, such as your address, phone number, website URL, hours of operation, and a compelling description of your products or services. Additionally, be sure to select the most accurate categories for your business and upload high-quality photos that showcase your offerings.

Business Profile Categories

Selecting the most appropriate primary category for your Google Business Profile is essential for local SEO success. Your primary category should accurately describe your business's main offering and be as specific as possible. For example, if you run a Italian restaurant, choose "Italian Restaurant" instead of the more general "Restaurant" category. In addition to your primary category, take advantage of relevant additional categories to improve your chances of appearing in various local search queries. Be sure to review your categories periodically and update them as needed to reflect any changes in your business.

City Name in Website Content

Incorporating the name of the city you want to rank for throughout your website's content is another crucial factor in local SEO. By naturally mentioning your city name in your page titles, headings, and body content, you help Google understand your business's location and relevance to local searches. However, be careful not to overdo it, as excessive keyword stuffing can hurt your rankings. Instead, focus on creating high-quality, informative content that naturally incorporates your city name and other relevant keywords.

Business Profile Categories (Primary & Additional)

Selecting the most appropriate primary category for your Google Business Profile is essential for local SEO success. Your primary category should accurately describe your business's main offering and be as specific as possible. For example, if you run a Italian restaurant, choose "Northern Italian Restaurant" instead of the more general "Restaurant" category. In addition to your primary category, take advantage of relevant additional categories to improve your chances of appearing in various local search queries. Be sure to review your categories periodically and update them as needed to reflect any changes in your business.

Positive Google Reviews

Google reviews play probably the biggest role in local SEO, influencing both your search rankings and the likelihood of potential customers choosing your business.

Just to emphasize this, I've asked Gemini, Google's own Large Language Model (LLM) to rate how critical this is:

Encourage your satisfied customers to leave positive reviews on your Google Business Profile by providing exceptional service and making it easy for them to share their experiences. While you can't control the content of these reviews, you can respond to them professionally and promptly, demonstrating your commitment to customer satisfaction and building trust with potential customers.

Quality vs. Quantity of Reviews

While the quantity of reviews is important, the quality of those reviews is equally crucial. Aim for a steady stream of high-quality, 5-star reviews from genuine customers. Don't be tempted to buy fake reviews or offer incentives for positive feedback, as these practices can lead to penalties from Google. Instead, focus on providing outstanding service and regularly reminding satisfied customers to leave reviews. Keep in mind that a few negative reviews among many positive ones can actually lend credibility to your business, as long as you address them appropriately.

Want to Go Further? Here is More You Can Do

Google Business Profile Services Page

Creating a dedicated page on your website for each service you offer can boost your local SEO efforts. These service pages allow you to optimize for specific keywords related to each offering, provide detailed information to potential customers, and showcase your expertise. When creating your service pages, be sure to include relevant keywords in the page title, headings, and content, and use engaging, informative copy that highlights the benefits of your services. Don't forget to include clear calls-to-action (CTAs) to encourage visitors to contact your business.

Internal Links

Strategic internal linking can help Google understand the structure and relevance of your website, ultimately improving your local search rankings. By linking to your landing page from other relevant pages on your site, you signal to Google that your landing page is important and should be prioritized in search results. When creating internal links, use descriptive anchor text that includes relevant keywords, and ensure that the links are contextually relevant to the content on both the source and target pages. However, be careful not to overuse internal links, as this can appear spammy and hurt your rankings.

Backlinks

While not as crucial as other local SEO factors, backlinks from high-quality websites can provide a boost to your search rankings. A backlink is essentially a "vote of confidence" from another website, signaling to Google that your content is valuable and trustworthy. To acquire quality backlinks, focus on creating informative, engaging content that naturally attracts links from other reputable sites in your industry. You can also reach out to local business partners, industry associations, and online directories to secure relevant backlinks. However, prioritize other factors before investing too much time in building backlinks, as their impact on local SEO is less significant than other factors.

Consistent Citations

Citations are mentions of your business's name, address, and phone number (NAP) on other websites. These were once a major factor in local SEO. While their importance has diminished over time, inconsistent citations can still negatively impact your search rankings. To have consistency, regularly audit your online citations and update any outdated or incorrect information. Focus on prominent online directories and industry-specific websites, and make sure your NAP is accurate across all platforms. Although consistent citations are a good practice, they should not be your top priority when optimizing for local SEO.

Social Signals

Social media engagement, such as likes, shares, and comments on your posts, can indirectly impact your local SEO efforts by increasing brand awareness and driving traffic to your website. However, social signals do not directly influence your Google search ranking. While it's important to maintain an active social media presence to connect with customers and promote your business, focus on other local SEO factors first. When time allows, optimize your social media profiles, share engaging content, and interact with your audience to build a strong online community around your brand.

Google is the Key

Ranking high in Google is critical for the success of local businesses, and by understanding the most important local SEO ranking factors and implementing the strategies outlined here, you can outrank your competitors and improve your visibility in local search results.

Prioritize the factors such as optimizing your Google Business Profile categories and including relevant keywords in your website's content, to establish a solid foundation for your local SEO efforts. Then, focus on the additional factors to further enhance your performance and build trust with potential customers.

Remember that local SEO is an ongoing process, and the ranking factors can evolve. Stay informed about the latest best practices and continually monitor and adapt your strategies to stay ahead of the competition.

Do you need specialized help with Google Business and local SEO?

I am here for you! Connect with me on LinkedIn and message me today or visit my website: brightagentdigital.com !