It wasn’t all that long ago that phone books were the go-to way to find local businesses near you. Unless someone recommended you a business — or they had an in particularly catchy jingle — the only way to peruse an industry or service was to flip open the Yellow Pages and start making phone calls. But, those days have come and gone, and online directories have taken their place, with Google leading the charge. If someone’s looking for a good plumber, a quaint coffee shop, or a trustworthy A/C repair company in Tucson, they’re turning to search engines for answers. This has transformed the way customers discover and engage with businesses, which means that a business' online presence is WAY more crucial now than ever before.
As a local business owner, you’ve likely felt the pressure to stand out in this crowded digital landscape. It’s easier than ever to get your business online, so the sheer number of competitors fighting for attention can be overwhelming. But with so many people trying to get attention, how do you make your business visible and appealing to potential customers (and Google) when there are so many others offering similar products or services in your area?
The reality is, standing out on Google isn’t just about having a well optimized website. It’s about ensuring that your online presence is both on and off-site optimized, and that potential customers are given as much information in as many places as possible! But among everything else, the most important factor for getting found on Google is fully optimizing your company’s Google Business Profile (GBP).
Whether you’ve never heard of a GBP or you actively already check yours, our comprehensive guide will help you get the most out of your Google Business Profile, helping you stand out from the crowd and meet your customers where they’re at!
Google Business Profiles Explained
A Google Business Profile is a digital card which appears for a business when they are searched, and it displays essential information to potential customers looking into your business. You’ve more than likely run across these during your journeys on Google, or maybe you remember when they were called Google My Business (or Google Places, or Google Local Business Centre… listen, Google changes the names of things a lot!). Either way, they are a cornerstone of your digital presence, and oftentimes a person’s first impression of your business; even before they visit your website!
We said Google and other search engines have replaced phone books, but in a way your business’ Google Business Profile is like the ultimate phone book listing!
It lets you list a lot of necessary and brand building information in a simple to read and access location; and best of all, it’s completely free! But what exactly is listed on a Google Business Profile?
- Business Name
- Address – with the ability to look up directions on Google Maps
- Phone Number – people can click to call you right from Google on their phone!
- Website
- Hours of Operation
- Industry – basically, what kind of business you are, and what products/services you offer
But that’s just the necessary information. You’re probably looking for powerful means of bringing your GBP to the next level, helping your business stand out from those in your area or market. As GBP experts ourselves, we at Anchor Wave are more than happy to share our wealth of information, and help you learn the ropes on fully enhancing and optimizing your business’ Google Business Profile!
Expert Strategies For Optimizing Your Google Business Profile (GBP)
1: Keep Business Information Up to Date
If your GBP is the first impression for your business, then you ought to ensure all the information is correct! Inaccurate or outdated information can frustrate potential customers and damage your credibility, hurting your rating in valuable search engine optimization queries.
Here are the things you need to pay extra attention to:
- Phone Numbers: Check that your primary contact number is correct. If you have multiple contact numbers, list them appropriately.
- Business Hours: Adjust your business hours for holidays, special events, or seasonal changes so customers always know when you’re open.
- Address: Especially if your customers travel to your business, always make sure Google Maps will be bringing them to the right place!
2: Update the “Products” and “Services” Sections
Your GBP offers a place for you to list the products and services your business provides. Regularly updating these sections not only informs customers about what your business offers, but also gives you another opportunity to inject keywords and search terms directly into your Google Business Profile.
When describing your products and services, you should use simple and concise language which at a glance tells your potential customers what you offer, and how your offerings are different/superior to your competition.
3: Write a Description With Powerful Keywords
Your GBP description is perhaps the best place to enhance the SEO of your Google Business Profile. Write a compelling description that highlights what sets your business apart, and don’t forget to inject a bit of character and history into it as well. Tell us if you’re a family owned business, when you were founded, what sets you apart, and how you are a part of your community.
However, most importantly, weaving a variety of relevant keywords naturally into your description dramatically improves your chances of appearing in relevant search queries. Remember, this is an opportunity to make a strong first impression, so make every word count.
Additionally, don’t overload your description with keywords, as Google views keyword stuffing as spam-like and irrelevant. (Really this is an important time for every part of your GBP)
4: Regularly Add New Photos
Text and keywords are great for search engines, but real people — i.e. your potential customers — respond best to images. With this in mind, it is essential to regularly upload high-quality photos of your business, products, services, and team. Fresh photos not only keep your profile active, but also help in attracting more views and interactions.
When adding photos, aim for ones which represent your business’ services and/or products as well as your team, while maintaining authenticity. Maybe take some photos of your shop when it’s busy, or close ups of your best products, or finished results of a recent job. Whatever photos show your company at its very best should be proudly displayed on your GBP. And with almost every new smartphone being equipped with extremely high quality cameras, it is easier than ever for managers, techs, and any other employee to snap photos of your business at its best!
5: Write Consistent, Keyword-Rich Posts
In 2017, Google started allowing businesses to begin publishing updates, offers, and news directly to their GBP via the “Google Posts” sections (which are also called “Updates”). And while this function has been available for quite a while now, not many businesses take full advantage of this great feature.
Not only do posts give you a chance to inform and educate customers on your business, but also stand as yet another vector to boost SEO with keywords and improve your bolster your business’ first impression. These posts can cover a wide range of topics, from new product launches, special promotions, events, to industry news, team wins, and so much more.
6: Respond to Google Reviews
Engaging with customer reviews is very important for building trust and demonstrating high quality customer service. Promptly responding to reviews (both positive and negative) lets customers see that your business authentically values feedback, simultaneously displaying a commitment to improving the customer experience.
While negative reviews are never fun to see, every business — no matter how exceptional — gets some negative feedback from time to time. Because of this fact of life, responding professionally and constructively, can actually help mitigate potential damage. It also shows a level of humanity for a business, letting customers see how you respond to negative feedback, and your commitment to righting any wrongs.
Measuring Your GBP’s Success
Local SEO is potentially the most powerful tool for your business, yet the ability to measure its success is a bit more challenging. While Google offers GBP traffic information, it doesn’t paint a holistic picture – and most importantly, doesn’t allow you to compare your business to your competition in the local sphere.
At Anchor Wave, we’ve heard from our client’s that this can be frustrating – not knowing just how well their profile is helping with visibility and engagement! That’s why it’s part of our support to provide detail and transparent reporting. And with GeoGrids, we’ve found a powerful solution.
Have you ever searched for a service or industry and Google shows you some listings on Google Maps, along with a list of businesses? That’s what’s called the Google Map Pack and this pack is what is measured by our innovative GeoGrid reports. In simple terms, a GeoGrid is a map which shows how your business ranks for a particular keyword in your area, creating a map of how well you are performing in the Map Pack. As digital marketers, this allows us to provide a real time estimate of how well optimized your presence on Google is, letting you see as our Local SEO efforts help your business grow!
Are you interested in getting your own free GeoGrid Report? Click here to sign up today!
Anchor Wave Can Help You Get Found On Google
Now that we’ve given you the 6 strongest strategies for improving your Google Business Profile and getting discovered organically on Google, you may have come to one large conclusion: that sounds like a lot of work. And it is! For some businesses, keeping their GBP as competitive and optimized as possible is basically a full time job, requiring near constant updating and enhancements. And this is not including other search engines, which may not be as popular as Google, but are still part of the puzzle of dominating your backyard online. But don’t fret, Anchor Wave is here!
Our Local SEO program, LocalReach takes the worry out of GBP management and enhancement, and gives you back the time to grow your business. With an advanced approach to GBP optimization and content creation, we work tirelessly to help grow your digital reach locally (thus the LocalReach nomenclature!). We’re always researching, reviewing, and innovating on the inner machinations of Google’s mythical algorithm, and the secret powers GBPs add; ensuring our clients are getting the most up-to-date and powerful solutions for GBP enhancement.
Do you want to learn how we can grow your presence and help you get found on Google? Give us a call and schedule a consultation with a web strategist today!
