Google Business Profile (GBP) Optimisation for Local Search SuccessJanuary 9, 2024
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In the continually evolving digital marketing landscape, ensuring your business stands out on Google is vital. Previously known as Google My Business (GMB), this platform has transitioned to Google Business Profile (GBP). As the go-to search engine for most users, Google plays a pivotal role in determining a business’s online success. Whether you refer to it as GMB or GBP, the platform remains a powerful tool for enhancing online visibility.
In this article, we’ll explore the crucial optimisations you simply can’t afford to overlook regarding your Google Business Profile.
The Power of an SEO-Optimised Google Business Profile
Google Business Profile is a cost-effective means of bolstering your online visibility in the local market. Embracing it from an SEO perspective can significantly improve your search rankings, making your business more discoverable to potential customers locally.
Decoding Google’s Ranking Algorithm
Understanding how Google evaluates businesses is the first step in optimising your Google Business Profile. Google considers three key factors:
- Relevance: Assesses the pertinence of your Google My Business listing to a search query.
- Locality: Examines the proximity of your business to the user searching. The closer your business is, the higher the likelihood of it appearing.
- Prominence: Evaluates your business’s standing and reputation. Google verifies the credibility based on elements such as online reviews, links, and SEO.
These metrics directly impact your search result rankings, making it essential to tailor your profile with these factors in mind.
1. Completing Business Information And Regularly Updating Your GMB
Completing and regularly updating all elements of your GMB profile is not just about providing accurate information; it’s a strategic move for SEO success. A comprehensive profile boosts user credibility and ensures your business remains relevant in search results.
Utilise the updates section to share timely information, product launches, special offers, and events – all of which contribute to heightened search relevance. If your business operating hours fluctuate during different seasons or holidays, ensure that you revise them. It can be frustrating for customers to travel to your location only to find it closed. Regularly update all details to avoid such inconvenience.
2. Include Attributes and Special Features
Your chosen business category determines the features available on your Google Business Profile. You can select up to 10 categories and add attributes relevant to your business on your GMB dashboard.
For example, businesses in various categories can utilise specific features on their GMB profiles:
- Hotels can present highlights, practices, ratings, check-in and check-out times, amenities, restaurant schedules, etc.
- Restaurants and cafes can display their food and drink photos, menus, and discount or combo deals.
- Service-oriented businesses can showcase their range of services directly on their GMB profiles.
- Healthcare professionals, like doctors and medical practitioners, can include their health insurance information.
- Businesses across different sectors can incorporate call-to-action buttons tailored to their categories, such as ‘order now,’ ‘book now,’ make appointments’, etc. Additionally, they can specify facilities like parking availability, wheelchair accessibility, and similar features
- For e-commerce websites, incorporating inventory ensures visibility not only on your GBP profile but also in Google Shopping.
3. Visual Appeal (Videos and Images) Improves Clicks
Visual elements play a crucial role in SEO and user engagement. Consistent branding through a logo and cover photo enhances recognition. Adding relevant images and videos showcasing your business environment, services, or products not only appeals to users but also contributes to improved SEO. Authentic visuals are key – users are drawn to genuine depictions of your business.
4. Keyword Optimisation In GBP Profile
5. Reach Out for Reviews and Address Queries
Positive reviews build SEO credibility, influencing both user trust and search rankings. Strategically asking satisfied customers for reviews and incorporating keywords will prompt Google to show ‘People Also Mention’ results.
Make it easy for them to review by sharing the QR code in the physical store (if any) or on the website and/or share the review link with customers.
Promptly and professionally respond to reviews, showcasing a commitment to customer satisfaction and further bolstering your SEO.
Your Google Business Profile isn’t just a listing; it’s a dynamic tool that, when leveraged with SEO in mind, can propel your business to new heights in the digital landscape. For businesses seeking heightened SEO visibility, organic traffic, and improved ROI, an optimised GMB is a necessity. Implement the discussed SEO strategies and witness the potential for increased discoverability, enhanced credibility, and sustained business growth.
You’ll also find these step-by-step guides to optimise your Google Business Profile helpful: