If you’re a local business owner, capturing local customers’ attention is key to your success. With most people searching for businesses “near me” online, your first impression starts with a strong digital presence. Enter Google Business Profile (GBP), formerly Google My Business, a free tool that’s proven essential for improving local SEO and driving foot traffic. Let’s explore how this tool can help your business stand out.
What is Google Business Profile?
Google Business Profile (formerly known as Google My Business, GMB) is a free platform that allows businesses to manage their online presence across Google Search and Maps. It’s how customers find accurate information about your hours, location, contact details, and even reviews. Previously known as Google My Business, GBP underwent a rebrand to better align with the tools businesses use on Google.
The Basics of Google Business Profile
Your profile contains key details that introduce your business to potential customers. These include:
- Business Name, Address, and Phone Number (NAP): Keep these consistent across all platforms.
- Operating Hours: Ensure your hours of operation are accurate, including holiday schedules.
- Business Categories: Choose the most relevant categories to describe your business.
- Attributes and Amenities: Highlight features like wheelchair access, outdoor seating, or Wi-Fi availability.
- Photos and Videos: Showcase your storefront, menu, or services visually.
Why Google Business Profile Matters
How important is local visibility? Consider this: 46% of all Google searches have local intent, and the “near me” search trend continues to rise. When your business appears in Google’s local pack—the group of three top results on Maps—you gain increased visibility, higher click-through rates, and, often, more customers. A complete, optimized GBP increases the chance of landing in that coveted spot.
How to Set Up and Verify Your Google Business Profile
Want to get started? Here’s a step-by-step guide to creating and verifying your profile.
Creating Your Profile
- Go to Google Business Profile.
- Sign in with a Google account or create one.
- Enter your business name and address.
- Select your business category. Be specific!
- Provide a phone number and website link.
- Click “Finish” to create your profile.
Verification Process
Verification ensures you’re the one managing your business profile. Here’s how you can verify:
- Postcard Verification: Google sends a postcard to your business address with a verification code. Enter it into your account.
- Phone Verification: In select cases, you’ll receive a verification call or text.
- Email Verification: Some businesses may verify ownership via email.
- Instant Verification: If you’ve already verified your business with Google Search Console, this might be an option.
Verification is critical—unverified profiles won’t appear in local search results.
Optimizing Your Google Business Profile for Local SEO
Setting up your profile is only the first step. Optimization ensures you outrank competitors.
Completing Your Profile Details
Google favors profiles with complete and accurate details. Double-check information like phone numbers, operating hours, and addresses. Use a consistent name, address, and phone number (NAP) format to boost credibility.
Using Photos and Videos
Visual content grabs attention. Add high-quality images of your storefront, team, and products. Videos can enhance engagement, giving potential customers a closer look at what you offer. Regularly updating visuals also signals to Google that your profile is active.
Gathering and Managing Reviews
Reviews are your reputation online. Ask happy customers to leave reviews on your profile. Respond to all feedback—positive or negative. Addressing negative reviews politely shows you care about customer experience, improving public perception.
Leveraging Keywords in Your Profile
Include relevant keywords in your business description, posts, and updates. If you run a bakery, for instance, use phrases like “fresh bread in [City]” or “custom cakes in [Neighborhood].”
Best Practices for Maintaining Your Google Business Profile
Keeping your profile up-to-date builds credibility and strengthens local SEO.
Regular Updates and Posting
Update hours for holidays or special events. Use the Posts feature to share updates, promotions, and announcements. Engaging content keeps your profile fresh and brings more traffic.
Handling Customer Messages and Queries
Enable the messaging feature to respond to questions promptly. Quick responses improve customer satisfaction and increase conversion potential.
Monitoring Analytics and Insights
Review GBP analytics to understand your audience’s behavior. Insights like the number of profile visits, search queries, and direct calls help you fine-tune your local SEO strategy.
Common Mistakes to Avoid with Google Business Profile
Avoid these missteps to ensure your profile doesn’t hinder your local visibility.
Duplicate Listings
Duplicate profiles confuse customers and search engines. Check for existing profiles before creating a new one. If you spot duplicates, report them to Google for removal.
Inaccurate or Incomplete Information
Wrong details hurt customer trust. Imagine showing up to a business claiming it’s open, only to find it’s closed. Prevent such issues by keeping details current.
Ignoring Reviews or Feedback
Neglecting customer reviews can damage your reputation. Responding to reviews, even negative ones, shows professionalism and can win back unhappy customers.
Conclusion
A well-maintained Google Business Profile can be the difference between customers finding your business—or never knowing it exists. By optimizing your profile, actively engaging with customers, and avoiding common mistakes, you’ll improve your local SEO and build a stronger connection with your community. Don’t wait—set up or update your Google Business Profile today to start reaping the benefits of improved local visibility.
