Online presence is crucial for businesses of all sizes in today's digital age. Local searches, in particular, play a significant role in attracting nearby customers. One powerful tool that can help you enhance your local visibility is the Google Business Profile (GBP). GBP acts as a digital storefront for businesses, showcasing your key information like opening hours, contact details, and customer reviews. Furthermore, it enhances your presence on Google Maps, making it easier for potential customers to locate and engage with your business.
Let’s explore the specifics of Google Business Profile and see how you can optimise it for enhanced visibility in local search.
Understanding Google Business Profile
Google Business Profile, formerly known as Google My Business, is a free tool provided by Google that allows businesses to manage their online presence on Google's search engine and maps.
Its main function is to provide essential information about your business, such as your address, phone number, hours of operation, and more which helps you optimise for local search.
Advantages of Using Google Business ProfileEstablishing an online presence increases visibility, expanded customer reach, enhanced credibility, and growth opportunities. Here are some other key benefits of online presence for business.
Enhanced VisibilityA well-optimised Google Business Profile can boost your local search marketing efforts. When potential customers search for products or services related to your business in their area, your profile can appear high up, increasing their chances of choosing your business.
A complete and up-to-date Google Business Profile enhances your credibility in the eyes of potential customers. It shows that your business is legitimate and actively engaged with its audience, which can lead to higher trust levels.
As stated in Google Business Profile guidelines, having a complete Google Business Profile increases the likelihood of customers perceiving your business as reputable by a factor of 2.7, and it also boosts the probability of them visiting your physical location by 70%.
Improved Customer Engagement
Using Google Business Profile can also bring benefits to the education industry players. If you’re offering one of the best psychology masters programs online, you can use GBP as a powerful customer engagement tool, monitoring and responding to reviews, posts, and messaging of your potential students.
These features facilitate meaningful interactions with your audience, allowing you to address their inquiries and share updates about your program.
Setting Up Google Business Profile
To start with Google Business Profile, you'll need to claim or create your profile and verify your business. Google typically sends a verification code to your business address, which you must enter online. Once verified, you can start optimising your profile.
Optimising Your Google Business Profile
According to the 2023 Customer Review Survey, in 2020, an overwhelming 98% of consumers turned to the internet to seek information about local businesses, a notable increase from 90% in 2019. This again shows the importance of maintaining an up-to-date Google Business Profile.
Optimising your GBP signals to Google that your business is a trustworthy search result for users, elevating your chances of featuring prominently in Google's top local search results.
Tactics to Optimise for Local Search:
Keep Your Business Information Accurate
Use High-Quality Visuals
Select Relevant Attributes
Highlight Products and Services
Monitor and Respond to ALL Customer Reviews and Ratings
Publish Regular Posts and Updates
Engage in Messaging and Q&A
Read through our Complete Google Business Profile Guide to learn more about each tactic.
Google Business Profile & Local SEO
Your Google Business Profile and Local SEO are highly interconnected and strongly impact your online visibility. To enhance your presence in local search results, it's important to incorporate relevant keywords throughout your profile description, posts, and updates.
These keywords should align with what your target audience is likely to search for when seeking businesses like yours. This increases the likelihood of your business appearing prominently in local search queries, making it easier for potential customers to find you.
Using local backlinks is another key tactic. Collaborate with local organisations, participate in community events, and seek opportunities to be featured in local publications. These efforts not only boost your online reputation but also create valuable backlinks that signal your local relevance and credibility to search engines.
To Sum Up
Optimising for local search for your business involves using up the big potential of a finely tuned Google Business Profile. This key resource not only helps you draw in local customers but also significantly elevates your online visibility. By ensuring the accuracy of your information, actively engaging with your audience, and staying up-to-date with the latest changes and trends, you can set the stage for success in local searches.
Lily Adamyan, October 10