Given 4 in 5 consumers conduct searches with local intent on search engines and that 76% of consumers who search for “near me” visit a business within a day, Local SEO remains a critical element to any business that’s dependent on customers walking onto the premises.
A Google Business Profile helps boost your visibility and effectiveness in Google Search Results when it comes to people searching locally. That means more footfall for your business and more revenue for your brand.
What is a Google Business Profile?
A Google Business Profile is a tool that allows you to manage your business profile on Google Search. These profiles can appear both in the Map Pack as well as in local results when a user types in a localized term such as “where is…” and “…near me”.
It’s been estimated that a Google Business Profile that is 100% complete are seven times more likely to get clicks.
Why is it important to have an optimised Google Business Profile?
When it comes to Local SEO, your Google Business Profile is a fundamental element to driving success. It’s a marketing tool that can not only help boost visibility and effectiveness in Google Search Results for local searches but also help to increase footfall to your store. It allows you to;
Highlight important business information
Through your Google Business Profile, you can provide opening hours, a link to your website, product lines and pricing and other details that make your business unique.
Maintain quality information
How complete and accurate your Google Business Profile is directly impacts its ranking in SERPs (Search Engine Result Pages). That’s why it is so important to make sure you provide accurate information in every section.
Engage with your audience
A Google Business Profile allows decision makers to respond to reviews, answer questions, enable direct messaging and set up associated alerts. It’s an opportunity to connect with potential new customers.
Help with Search Engine Optimisation
Just as Google has algorithms for ranking its ads and websites, it also has one for ranking Business Profiles. By ensuring that your profile is optimised, you can help get your listing higher in search when a user puts in a query.
What to consider when setting up your Google Business Profile
So, with that in mind, how can you make sure your Google Business Profile is optimised?
Here are our top four tips to consider.
Fill out your Google Business Profile
As mentioned earlier in the insight, your business profile is the ideal way to ensure that a user finds all the important business information that they might need.
It might seem simple but ensuring that the Business name is firstly correct is essential. Make sure not to keyword stuff though, as Google’s crawlers will see right through this. In its guidelines, Google even suggests including unnecessary information in your business name isn’t permitted and could result in the suspension of your Business Profile.
Select the right business category
During the set-up phase, Google allows you to select a primary business category followed by 2 to 3 additional categories. Make sure that the primary category is the most accurate to your business. For example, if you own a wine shop that sometimes holds wine clubs on the weekend, you might select the following;
Primary category: Wine Shop
Additional categories: Wine Club, Wine Bar
Accessibility and amenities
Your Google Business Profile is another way in which you can showcase what accessibility and amenities you have available on your premises. These also appear publicly in the listing, making sure you include as many as possible that you have available.
Supercharge your Local SEO through assets
Google rewards businesses that keep their profile up to date. By regularly adding new photos to the Google Business Profile, you may appear higher in Search Results for particular terms you are trying to target. A few things to remember:
- Ensure you’re uploading either JPG or PNG format
- Between 10kb and 5mb in size
- Minimum resolution of 250px x 250px
- Try not to over edit photos as Google wants to ensure they are a full representation of reality for your business
For further tips on how to supercharge your Google Business Profile, get in touch with our team of SEO experts.
Alternatively, why not download our free eBook and gain a deeper understanding of how to optimise your Google Business Profile, click here.