Everyone has a phone and so an online presence is essential for any business. One of the most powerful tools for local businesses is Google Business Profile (formerly Google My Business). This free tool allows you to manage how your business appears on Google Search and Maps, giving you the opportunity to connect with potential customers directly. However, simply creating a profile isn’t enough, optimisation is key to ensuring that your business gets noticed by the right people.
In this blog, we’ll go over the essential steps you need to take to optimise your Google Business Profile and improve your visibility in search results.
How to Optimise Your Google Business Profile for Maximum Visibility
1. Complete Every Section of Your Profile
Google favours profiles that are detailed and complete in full. By providing as much information as possible, you increase the chances of showing up in search results when potential customers are looking for your products or services. Ensure that the following sections are filled out:
- Business Name: Make sure it exactly matches your actual business name. Avoid using extra keywords in the title.
- Business Address: Be precise with your location. Google uses this for local searches.
- Phone Number: Add a phone number.
- Website: Link to your business website.
- Business Hours: Keep your hours updated, including special hours for bank holidays and seasonal holidays.
- Business Category: Choose the most accurate category that fits your business. Google uses this to match search queries.
The more complete and detailed your profile, the better it will perform in search results.
2. Use Keywords in Your Business Description
Your business description is one of the key areas where you can tell potential customers what your business is about. Make sure you use relevant keywords in your description that customers might search for when looking for businesses like yours. For example, if you’re a website designer in Birmingham, use terms like “Website Designer in Birmingham” or “local web designer near me.”
Keep the tone professional, clear and engaging. Focus on what makes your business great.
3. Add High-Quality Photos and Videos
Visual content plays an enormous role in attracting customers to your profile. According to Google, businesses with photos receive 42% more requests for directions and 35% more clicks through to their websites. Add high-quality images that show your:
- Premises: Help potential customers identify your location.
- Products or Services: Showcase your offering, giving customers a sense of what they can expect.
- Team: Adding pictures of your team can help personalise your brand.
Uploading short, engaging videos that showcase your services or customer testimonials can boost engagement.
4. Regularly Post Updates
Just like social media platforms, you can post updates on your Google Business Profile using the “Posts” feature. These posts appear in your profile and can be a great way to share:
- New products or services
- Special promotions or offers
- Upcoming events
- News or important business updates
Posting regularly, at least once a week, keeps your profile active and provides fresh content for customers to engage with. Google tends to favour businesses that are actively updating their profiles, so regular posts can also improve your visibility in search results.
5. Encourage and Respond to Reviews
Reviews are a critical factor in how your business is ranked in local search results. Positive reviews can significantly boost your visibility and trustworthiness. Here’s how to manage reviews effectively:
- Encourage customers to leave reviews: Politely ask satisfied customers to leave a review on your profile. You can do this in person, through email or via your website.
- Respond to all reviews: Whether positive or negative, responding to reviews shows that you care about your customers’ experiences. For positive reviews, thank them and reinforce your appreciation. For negative reviews, stay professional, apologise where necessary and offer solutions.
Engaging with reviews helps build trust with potential customers and also signals to Google that your business is active.
6. Use the Q&A Feature
The Q&A section allows customers to ask questions directly on your Google Business Profile. Proactively manage this feature by:
- Answering common questions: Add and answer frequently asked questions to provide potential customers with useful information upfront.
- Monitoring new questions: Stay on top of new questions from customers and respond promptly.
This section gives you another opportunity to show that you are engaged and attentive to customer needs, which can also help with search rankings.
7. Keep Your Information Updated
Your Google Business Profile should always be up-to-date. Ensure that any changes in your business, such as new opening hours, a change of address or updated services, are reflected on your profile. Google frequently checks for consistency across the web, so keeping your profile current also helps improve your rankings in local search results.
8. Leverage Insights to Improve Your Strategy
Google provides useful Insights for your profile, giving you data on how people find your business and what actions they take once they do. Key metrics include:
- How customers find you (direct searches vs. discovery searches)
- What actions they take (visits to your website, phone calls, direction requests)
- Search queries used to find your business
Use these insights to fine-tune your strategy. For example, if you notice that most people find you through discovery searches, focus more on optimising keywords and categories that align with what people are searching for.
So,
Optimising your Google Business Profile is a straightforward yet powerful way to increase your business’s visibility in local searches. By fully completing your profile, adding high-quality content, encouraging reviews, and keeping everything up to date, you can significantly boost your chances of being found by potential customers.
Remember, Google loves active profiles, so regular updates, posts, and interactions will keep your business top of mind and help you stand out in search results. Start optimising today and watch your profile work harder for your business!
Ready to take your action? Contact us today. We’ll handle all the tedious details of creating and optimising your Google Business Profile, saving you time and hassle.
