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As a business owner, you’ve probably heard that having a Google Business Profile (formerly Google My Business) is crucial for your local SEO strategy. But setting up a profile and hoping for calls isn’t enough. This guide dives deep into optimizing your Google Business Profile to rank higher and attract more customers.
Initial setup
Business name
Your business name is your first impression. If it naturally includes keywords, great! If not, consider using a DBA (Doing Business As) name that integrates your primary service. For example:
- Good: Master Lee’s Martial Arts
- Better: Master Lee’s Martial Arts Academy
- Best: Master Lee’s Taekwondo
Note: Avoid keyword stuffing like “Master Lee’s Martial Arts Academy - Taekwondo, Karate, Judo, and more!” This can lead to suspension.
Business category
Choosing the right primary category is vital. Look at your top competitors and select the same primary category they use. Add additional categories that reflect your services.
Description
Write a clear, concise description of your business. Avoid keyword stuffing. Introduce your services and use as much of the 750-character limit as possible. Include your phone number, website, and social profiles.
Location
Location is crucial for ranking. If possible, always display your address. Hiding your address can significantly impact your ranking negatively. However, if you operate from a residential address, you must hide your address unless it’s clearly signposted and you accept customers during business hours.
Pro Tip: If your business is in a city center, you're more likely to rank higher due to proximity to users.
Service area
List every city you serve, not just the metro area. This helps expand your reach.
Ongoing optimization
Reviews
Consistency is key. Whether you get one review every two weeks or ten a day, maintain a steady flow of reviews. Respond to every review, and be specific and personal in your responses. User-generated content (UGC), such as reviews and testimonials, significantly enhances your credibility and engagement. Encouraging customers to share their experiences can organically promote your business and improve your search rankings. For more insights on leveraging UGC for local marketing success, check out our Beginner’s Guide to User-Generated Content.
Updates
Regularly update your profile. Weekly updates are ideal, but monthly is also effective. Consistency here helps optimize your profile.
Products
List your services as products. While the impact on ranking may vary, it’s an extra step that can’t hurt.
Photos
Upload new photos monthly. Encourage customers to add photos of your completed projects. This keeps your profile fresh and engaging.
Advanced tips
Google Business profile
- Ensure the linked website page includes your city name and primary service.
- Encourage clients to upload pictures and leave reviews from their homes to show Google your service area.
Pictures
While geotagging photos may not move the needle, adding meta descriptions (city name, service, brief description) can help. Use Photoshop to preserve metadata, as Google often strips metadata from images.
Citations (NAP)
Ensure your Name, Address, and Phone number are consistent across all platforms (social media, Yelp, Bing, etc.). List your business in local and industry-specific directories.
Website SEO
Your website’s SEO directly affects your Google Business Profile ranking. Optimize your title tags and meta descriptions with your business name, city, and state code. Ensure your website is fast, mobile-friendly, and has a clear URL structure.
Pro Tip: Create “service + location” pages on your website for better local SEO.
Focus on primary services
If your profile is new, focus solely on your primary service. Once established, you can expand to a maximum of three primary services. Keep updates relevant to these services.
Learn from competitors
Analyze what higher-ranking competitors are doing that you aren’t. Implement their successful strategies.
Local listings
Ensure you are listed in local directories. Keyword-rich reviews from clients can significantly boost your profile.
Automated review requests
After completing a job, send automated review requests to clients, encouraging them to mention specific services they enjoyed. This can enhance your profile with keyword-rich reviews.
Keep up with updates
Stay informed about Google’s updates and algorithm changes. Consistency and adaptability are key to maintaining and improving your ranking.
Elevate your Google Business profile
Optimizing your Google Business Profile is not a one-time task but an ongoing process. By following these comprehensive tips, you can significantly improve your profile’s ranking, attract more customers, and ultimately grow your business. Stay consistent, learn from your competitors, and keep your information up to date. With time and effort, your Google Business Profile will become a powerful tool in your local SEO strategy.
