Claiming 91% of activity, it’s no surprise that Google is the preferred search engine amongst users. Google is so popular amongst searchers that it’s become a verb (“Google it!”). We’ve already discussed the importance of good Search Engine Optimization (SEO) and how ranking higher on the Search Engine Results Page (SERP) can secure more leads. Now, we’ll dive a little deeper into one of our top strategies for ranking higher in the SERP: Google Business Profile.
Google Business Profile (GBP), formerly called Google My Business, is one of the first things we will optimize when improving SEO for any business. Why does this matter? Well, Google’s main goal is to remain the premier search engine. They do that by giving customers high-quality, relevant, and easy-to-navigate information. Optimizing your GBP can seem daunting and time-consuming, so we created this guide.
Google will sometimes generate a Google Business Profile for you that includes basic info, such as website, hours, and the name of your business. You will not be able to make any changes to this information, until you claim your business. Google has a variety of options for verifying your business, including video, postcard, and even a phone call. You may choose which option you would like to utilize in order to claim your business.
This part may have already been generated, but make sure all the information is accurate and up-to-date before moving onto the next step. An important ranking factor that Google looks for is something called “NAP Consistency”. NAP stands for Name, Address, and Phone number. If there are any inconsistencies in the way your business information is displayed across the internet, you will look authority in the eyes of Google and it will affect your ranking potential.
We highly recommend that you upload high-quality photos to your Google Business Profile. Ideally, a GBP would have imagery of your company logo, outside of your building, inside of your building, staff, and/or services or products. While this may seem like a lot, remember that people do business with brands that they trust. Having high-quality imagery will help you appear more trustworthy to potential customers.
Utilize the review section of your GBP to collect 5-star reviews from satisfied customers. A whopping 95% of customers will read reviews before doing business with or buying products from a brand. Once you receive a review, you should respond to it promptly and professionally to further increase trust with current and potential clients!
A note about negative reviews: negative reviews can look bad. However, we do not recommend deleting negative reviews as this will look suspicious to potential customers. Instead, we recommend that you use the opportunity to showcase your excellent customer service by responding professionally, offering to make things right. Brands who respond correctly to negative reviews can still win over customers!
Google allows businesses to create “posts.” These posts can be seen by all potential and current customers. You don’t need to post everyday, but we do recommend finding a posting schedule you can commit to (for example, once per month). There are a number of ways to utilize this feature of GBP but our favorites are: Holiday greetings, new blog posts, promoting seasonal offers, announcing store hours or closures, and/or advertising new services!
If it applies to your business, add a “book now” button to your GBP. Removing any barriers to booking will lead to an increase in inquiries and sales. This is also where you would link any of your social profiles, if you have them. GBP supports Instagram, Facebook, Tiktok, X (twitter), Youtube, Facebook, and more!
While this may seem like a lot of work, completing these steps has the potential to increase your sales. The more complete your GBP, the more it signals to Google that your website has the information searchers are looking for, and the higher Google will rank your business in the SERP. As always, we’re here to help with all of your marketing needs. Call Fusebox Marketing today if you need assistance with optimizing your Google Business Profile!
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Fusebox Marketing is a leading marketing company based in Carroll, Iowa, specializing in website development, SEO, PPC, Social Media, and Email Marketing.
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