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If you’re struggling to attract more local customers, focusing on Google My Business optimization could be the solution you’re missing.
With most people turning to Google to find local businesses, having an optimized profile can be the difference between gaining visibility and getting lost among competitors.
Imagine showing up right when a potential customer searches for services you offer—being that close to the click that brings business your way.
For many businesses, a strong GMB profile isn’t just about showing up in search results; it’s a powerful tool for building trust, engaging with customers, and driving business growth.
So, let’s dive into not just setting up but truly optimizing your GMB profile to give you a competitive edge.
Why Google My Business Optimization Matters
Your Google My Business profile is often the first thing potential customers see, even before visiting your website. According to a BrightLocal survey, at least 64% (the percentage keeps improving rapidly each year) of consumers use Google My Business to find contact information for a business.
Moreover, customers are three times more likely to trust a business with a complete Google Business Profile. Customers are also 70% more likely to visit a business with an optimized profile.
It means that optimizing your profile won’t just make it look good; it will help drive trust and earn you more business. A well-optimized GMB profile can improve your chances of showing up in local searches, drawing in people actively looking for what you offer.
How to Optimize Your Google Business Profile
1. Claim and Verify Your Business Profile
Claiming your business profile on Google is the very first crucial step to optimization. Google lets anyone suggest changes to unclaimed profiles, which means unverified profiles are vulnerable to incorrect or even damaging edits.
Verification protects your business information, ensures authenticity, and signals to Google that your business is legitimate. Here’s how you can do it:
- Verification Methods: Google provides multiple verification options, like postcards by mail, phone, or email. Be sure to follow up promptly, as delays can slow down your optimization process.
- Post-Verification Update: After verification, make sure all your business information is accurate, consistent with your website, and up-to-date.
2. Optimize Key Business Information
The second step is ensuring that all your essential business details are filled out accurately. Key areas that need attention include your business name, address, phone number, website, and categories.
Google’s algorithm uses this information to determine your relevance in search results, so consistency and clarity here are critical.
- Use Primary and Secondary Categories: Choose your main category wisely—it should be the one that best represents your core services. You can also add secondary categories to capture additional services.
- Business Hours and Special Hours: Keep your business hours updated, including holiday or seasonal hours, as Google flags businesses with frequently updated information as more active and reliable.
3. Write an Engaging and Keyword-Rich Business Description
The “From the Business” section on your GMB profile is a unique place to pitch your services directly to potential customers.
Although the description doesn’t directly impact ranking, it helps visitors understand what sets you apart. It’s where you highlight your core services – your primary offerings and unique selling points.
Lastly, make sure to add keywords naturally. Use terms that your customers commonly search for, but avoid keyword stuffing.
For example, if you’re a “custom furniture shop in downtown Denver,” include it in your description to attract local searches.
4. Enhance Visual Appeal with Photos and Videos
Incorporating high-quality photos and videos on your GMB profile can increase customer engagement significantly.
Recent data suggests that GMB profiles with photos receive 42% more requests for directions and 35% more click-throughs to their websites. So, use images to showcase your products, premises, team, and even behind-the-scenes action.
Add new photos at least once a month to signal activity and keep your profile looking fresh. Also, upload short videos that showcase customer testimonials, product demonstrations, or even brief tours of your business to make a stronger impact.
5. Leverage Google Posts for Real-Time Engagement
Google Posts are a free, highly visible way to connect with customers. These can include updates about events, special offers, or new product launches. However, many businesses neglect this feature, missing out on an effective promotional tool.
- Use Offers and Events: If you’re running a sale or hosting an event, create a Google Post to drive traffic.
- Keep Text Concise and Compelling: Posts have a character limit, so make sure each word counts. Use a strong call-to-action like “Learn More” or “Claim Offer” to guide readers.
- Schedule Posts Regularly: Consistent posting helps build visibility and keeps your audience engaged.
6. Focus on Google Reviews and Reputation Management
Reviews significantly influence customer decision-making and Google’s ranking algorithm. In fact, Google prioritizes profiles with more reviews and high ratings.
Moreover, 42% of consumers read reviews regularly, and 88% would choose businesses that reply to all reviews.
You must encourage your customers to leave reviews but don’t be pushy. Be polite with satisfied customers, and many will happily oblige. It’s especially true if you make it convenient, like sending a follow-up email with a direct link.
Additionally, always respond to all reviews, positive and negative. Thanking customers for their reviews and addressing complaints shows professionalism and care. This interaction fosters trust and can even turn a dissatisfied customer into a loyal one.
7. Use Q&A to Address Common Customer Questions
The Questions & Answers feature on GMB is an often underutilized tool that can enhance your profile’s utility and SEO. Preemptively answering questions gives potential customers clarity and removes obstacles to contacting you.
So always proactively ask and answer questions as Google allows businesses to do so. Use this opportunity to address any FAQs you think your potential customers might ask.
Also, keep monitoring customer questions. Always respond to new questions promptly to prevent misinformation and show attentiveness to customer needs.
8. Track and Measure Performance with Insights
Google My Business Insights provides valuable data on how customers find your profile, what actions they take, and the overall effectiveness of your GMB optimization efforts.
- Key Metrics to Watch: Monitor metrics like search views, map views, and customer actions (clicks, calls, direction requests) to understand your profile’s performance.
- Adjust Your Strategy Based on Insights: If you notice certain types of posts or photos perform better, adapt your strategy accordingly. Testing and refining your approach will help you consistently improve your profile’s impact.
9. Maintain NAP Consistency & Build Local Citations
Consistency in your NAP or Name, Address, and Phone number is crucial not only on your Google Business profile but across all platforms where your business appears online. This helps build credibility with Google, signaling that your business is legitimate and established in your local area.
Along with consistent NAP information, having local citations—mentions of your business on online directories, websites, and social media platforms—can significantly boost your local SEO.
- Audit Your Online Listings: Regularly review all directories, websites, and social media profiles to ensure that your business’s NAP information is consistent. Inconsistencies can confuse search engines and impact your ranking in local search results.
- Create and Monitor Local Citations: Listing your business on local directories and industry-specific sites broadens your online presence, helping customers find you even outside of Google. Tools like Moz Local and BrightLocal can simplify tracking and updating citations to ensure information is current.
- Leverage Reputable Directories: Aim to establish your business on reputable sites like Yelp, Yellow Pages, and local business directories. These citations further validate your business and can direct more traffic to your profile.
By maintaining consistent NAP information and building a network of accurate local citations, you enhance your GBP optimization efforts, giving you an edge in local search visibility.
The Bottom Line
Mastering Google My Business optimization is essential for any business that wants to boost its local presence and attract more customers.
By following these strategies—claiming your profile, optimizing key business details, and actively managing reviews—you’re setting up your business to stand out and thrive in local search results.
Ready to take your Google My Business optimization even further?
2020 Vision Digital specializes in local SEO and can help you make the most of your GMB profile.