Google Business Profile (GBP) – formerly Google My Business (GMB) – is a free and incredibly powerful business tool. The opportunity that Google Business Profile offers is both robust and, when leveraged properly, can provide a ton of revenue via Google Maps.
Curious about how google business profile can help a company grow? Below are some very helpful ideas to better optimize and improve attributes that can be added to any GBP profile.
Google Business & Local Listing Resources:
- Where Do Google Business Profiles Show?
- Where Do Apple Map Listings Pull From?
- How Can I Increase My GBP Visibility?
- How Can I Increase Traffic From Google Business Profile (GBP)?
- Do Positive & Negative Reviews Impact Local Search Rankings?
- How Many Google Business Profile Photos Should I Have?
Where Do Google Business Profiles Show?
Google business profiles show within multiple areas of a search, and within Google Maps. When searching for a given query like best {targeted service} in {target area}, frequently a map – also known as the local pack – will appear above the organic rankings in the search results.
These local map rankings drive traffic, improve CTR and ultimately increase leads as reviews and services. Contact info, is clearly outlined. Additionally, and possibly more importantly, these listings show above the organic results and under ads that potential customers may be wary of clicking on.
In the event that an individual is using Google maps on a device like a smartphone, laptop, tablet or using voice search with any device that uses Google maps as the default map application, a potential customer may see, or possibly hear, your GBP listing with google.com/maps (formerly maps.google.com).
With search results ever evolving, and voice search increasing year over year, it is not only important, but also potentially penalizing if a business is missing a GBP profile or the GBP profile is improperly optimized.
Where Do Apple Map Listings Pull From?
Unlike Google, Apple pulls their business listings from the results in Yelp ®. These listings from Apple and Apple Maps (the default map application used on apple devices) pulls it’s review and business information from Yelp.
In some cases, businesses have old or outdated information on a Yelp listing or other citation directory. Common culprits include previous addresses, old hours and dated phone numbers. This incorrect information can hurt a business entity and a NAP or local listings management audit can help identify platforms that have outdated and/or incorrect information showing a listing.
How Can I Increase My GBP Visibility?
There are a number of ways to optimize and improve GBP visibility. Some of the best practices include:
- Add relevant photos
- Add interior photos of business
- Add exterior photos of business
- Reply to negative and positive comments
- Promote google reviews
- Provide questions and answers in GBP FAQ section
- Are you open on {upcoming} holiday?
- Is there parking?
- Provide hours and holiday hours
- Add updates to GBP
- Add updates like sales or special offers. Think Google’s version of local business social media that shows for Google maps users.
- Add services and products
- Highlight business attributes
- Helps visibility when searching for:
- Woman owned
- Veteran owned business
- Additional identity attributes
- Helps visibility when searching for:
- Add FAQs
- Ask and respond to FAQs
- Google allows all users to generate and answer questions on a GBP profile (Nov. 2023)
- Monitor performance
- Review and reply to messages
- Manage bookings and appointments
- Request for reviews
- Adding a QR code on business cards help
An experienced local marketing expert with the expertise of managing Google Business Profiles will optimize and provide periodic updates that move the needle for Google’s local search.
How Can I Increase Traffic From Google Business Profile (GBP)?
Excellent real life user reviews, proximity to a searcher, keywords in business name and a properly optimized GBP drastically increases visibility in maps.
Reviews
High ratings in Google reviews are instrumental to a GBP. It may be the highest weighted component of any GBP listing. Reviews are a huge signal of trust not only to google, but to other potential customers.
Reviews, along with proximity and keywords in the business’ name, likely compose the three largest components in Google’s algorithm (Nov. 2023).
Google wants to ensure that individuals using google.com/maps have an enjoyable experience. Android users and individuals that utilize Google search and Google maps will be exposed to a number of local businesses through the local section.
Ranking factors are weighted independently and valued distinctly from one another. These ranking factors include :
- Reviews,
- Keywords
- Keywords used within user reviews
- Geographic proximity
- Many, many more
It is important, that Google Business Listings are managed by marketing agencies that stay up to date on the most recent algorithmic updates to best optimize a Google Business Listing.
Strong GBP Backlink
The GBP listing allows users to add a link to the web page, appointment links and other helpful attributes like directions and a call now button. Adding a link allows potential customers to quickly browse a business’ website while adding a very important signal to Google.
It’s surprising how many business profiles have missing web links or contact buttons. An experienced marketing agency can help businesses stand out from the crowd with the proper optimization and a checklist of best practices to promote visibility, traffic and ultimately leads.
Do Positive & Negative Reviews Impact Local Search Rankings?
The image above clearly identifies the importance of reviews. A query for “best attorney near me” from a search location within central San Diego, outlines the importance of reviews and proximity.
All of these listings – including the very first sponsored result which is an advertisement – all possess a rating of 4.9 or higher and are within a 15 minute drive from the physical location of the search.
Google puts a huge emphasis on EEAT. That is:
- Expertise
- Experience
- Authority
- Trust
In the finite amount of space included in the side panel for the given query, we can see that all of these listings have excellent reviews and at least a decade of experience.
While attributes like reviews, keywords and geographic proximity are important, they are not all encompassing. These characteristics may have the highest weight, however there are a number of other characteristics like embedding pertinent categories to improve web-presence. This helps increase the visibility of a GBP listing.
After monitoring local pack results for the better part of a decade, and attending more than half a dozen SEO and Local SEO seminars, positive reviews improve the visibility and ranking in local SEO results. Conversely, poor reviews decrease the visibility and ranking within a local map result pack.
How Many Google Business Profile Photos Should I Have?
There is no one size fits all to this question. But generally speaking, the more high quality relevant photos of the interior and exterior the better.
The cover photo, that is the main photo showing in a GBP profile, can be adjusted. This photo should highlight the business, be high quality, be the right size (normally a square 8×8 photo), and encapsulate the main services and/or products offered.
For most service based companies like electricians, HVAC technicians and other contractors in various trades – a photo highlighting the exterior or employees working and conducting business is a great photo option for the cover photo in a GBP listing.
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