Google Business Profile Optimisation: A Guide for Businesses
The Google Business Profile is uniquely tied to local search ranking, and it’s no secret local businesses must leverage every tool at their disposal to stay relevant and attract new customers.
The Google Business Profile (GBP) is a game-changing platform for small and medium business owners, offering a unique opportunity to increase their online visibility and effectively meet consumer demands.
By optimising this tool to its full potential, businesses can position themselves as industry leaders, gaining an advantage in local search.
In this insightful blog post, we will look at GBP optimisation, exploring the various features available to business owners, like adding photos, soliciting reviews, and monitoring performance insights.
Furthermore, we will share valuable tips and best practices to follow to not only improve your listings’ ranking in search engine results but also drive more customers to your business, enhance engagement, and, ultimately, boost your sales.
Whether you are an entrepreneur venturing into the digital marketplace for the first time or an experienced small-medium business owner looking to elevate your game, this comprehensive guide on Google Business Profile optimisation will provide you with the knowledge and inspiration to unlock the full potential of this important tool.
Why Google Business Profile is Crucial for Small-Medium Businesses
Google Business Profile is an essential tool for small-medium businesses for many reasons. Firstly, GBP is the starting point for customers searching for local products or services, as their queries will often lead them to the local pack – the top three listings displayed on Google search results. These top three positions are golden for businesses, as they drive significantly more clicks and user trust than lower-ranked listings.
Secondly, your GBP listing serves as your digital storefront, offering an at-a-glance snapshot of your business for potential customers. A well-optimised GBP can inspire confidence, demonstrate professionalism, and showcase your unique selling points, which are crucial for standing out in an increasingly crowded marketplace.
When we first began working with the team at Kaiser Brew Garden, they hadn’t yet optimized their Google Business Profile to leverage several key keywords. Most areas across Christchurch were not ranking at all (N/F) for one of their primary keywords “Garden Bar”.
Our efforts of optimising their GBP have resulted in people discovering Kaiser Brew Garden in locations beyond the city center. We have gone from having only 8 out of 25 grid points with mostly low rankings to achieving a remarkable result of 25/25 in the top 3 results, with an average ranking of 2.1 across the city. This acheivment illustrates the tangible impact of integrating local SEO into your Google Business Profile strategy.
Here’s an example of our own progress in ranking for our primary keyword, ‘Marketing Agency.’ Our dedicated efforts in optimizing our GBP throughout the past year have yielded impressive results.
We now hold a perfect score of 49/49 grid points within the top 3 search results, and our average city-wide ranking has improved from 2.6 to an impressive 1.5.
Now that we have established the importance of Google Business Profile, let’s dive into how you can optimise your listing to dominate your local market for local SEO.
1. Ensure Your GBP Profile is Accurate and Complete
Your GBP profile is only as powerful as the information it contains. Start by double-checking your business name, address, phone number, website, and hours of operation to ensure they are up-to-date and consistent across all online platforms.
Next, choose the most relevant category and subcategories for your business. This will help Google understand what you offer and match your listing with relevant customer searches.
Consider adding a compelling and keyword-rich business description in the designated section. This gives potential customers a better understanding of what sets you apart from the competition and entices them to click on your listing.
2. Focus on Generating High-Quality Reviews
Customer reviews significantly impact your GBP rankings and the overall perception of your business. Research shows that 90% of consumers read online reviews before making a purchase decision, so having a strong collection of positive reviews can make or break your success.
To solicit customer reviews, consider implementing a post-purchase email campaign asking for feedback, including a link to your GBP review page. This will make it easy for your customers to leave a review, ultimately increasing the likelihood of generating more reviews for your business. However, refrain from offering incentives in exchange for positive feedback, as this is against Google’s guidelines and could result in penalties.
Remember to respond promptly and professionally to all positive and negative reviews. Engaging with your customers demonstrates that you value their input and are dedicated to providing exceptional service.
We proactively monitor and respond to the feedback provided by our clients, which we then can share or post to our social media platforms.
3. Make Use of Google Business Profile Features and Posts
Use GBP’s various features to enhance your listing and stand out. For instance, uploading high-quality photos and videos of your products, services, team, and premises can significantly boost user engagement. According to Google, businesses with photos see 42% more requests for directions and 35% higher click-through rates on their websites.
Google Business Profile Posts are another valuable feature, allowing you to share updates, promotions, events, and blog posts directly on your listing. Regularly posting new content keeps your listing fresh and positions your business as active and knowledgeable, resulting in higher user interest and improved search rankings.
4. Monitor and Measure Your GBP Performance
To fully optimise your GBP listing, you must track your performance and adjust your strategy accordingly. Google Business Profile Insights provides a comprehensive overview of how users interact with your listing, including the number of calls, clicks to your website, and requests for directions.
By monitoring and analysing this data, you can pinpoint areas of improvement, tailor your content strategy, and ultimately increase the effectiveness of your listing.
Unlocking the Full Potential of Google Business Profile
Optimising your Google Business Profile should be integral to your digital marketing strategy. By taking advantage of the myriad features, maintaining accurate and complete information, generating positive reviews, and closely monitoring your performance, your business can unlock the full potential of this powerful tool to dominate your local market.
To further assist you in optimising your Google Business Profile and provide you with valuable resources, we have prepared a comprehensive guide that takes you through the process step by step. You can access the guide by clicking here.
In this guide, you will find detailed instructions and actionable tips to ensure that your Google Business Profile is fully optimised. Whether you are looking to enhance your online visibility, attract more customers, or improve your overall online presence, this guide is designed to help you achieve your business goals.
Ready to amplify your business’s digital presence and outperform competitors? Get in touch with our team and explore the comprehensive suite of digital marketing services tailored to meet your needs.
