Google Business Profile, formerly known as “Google My Business (GMB),” is a service provided by Google for businesses. It allows companies to create a business profile that includes details like business location, operating hours, products and services, reviews, and more. This makes it possible for people to find your business when they search for relevant products or services on Google Search or Google Maps. To appear in these search results, you need to apply, get verified, and set up your Google Business profile.
How does optimizing Google Business Profile benefit your brand?
Have you ever searched for a store on Google and found the nearest location in the search results, or looked for a nearby restaurant on Google Maps and saw a list of businesses with reviews? Whether you own a physical storefront or run an online shop, if your brand has an office or location, you can register a Google Business Profile and complete its details. Once registered, potential customers searching on Google may find your brand, increasing its visibility, engagement with customers, and ultimately boosting sales and revenue. It offers the following benefits:
- Enhances customer engagement
- Excellent organic search results
- Improves local SEO rankings
You can read more about what are SERPs and Ranking.
1. Enhances Customer Engagement
Google Business Profile increases customer engagement because it provides an interactive platform where businesses can directly answer questions, respond to reviews, and update business information. This interaction builds stronger relationships with customers, enhancing loyalty and return rates.
2. Excellent Organic Search Results
In Google web searches, you’ll often see ads, top news stories, and images in the search results. Business Profile also has strong ranking positions. If there are no related ads, news, or image slots for a search query, Google Business Profile may appear at the top of the search engine. If you enter more specific keywords (e.g., a brand name), Google Business Profile will show on the right side of the search results. These placements are free, so if you’re a business owner, setting up a Google My Business profile can help increase your brand’s visibility.
3. Improves Local SEO Rankings
Optimizing Google Business Profile is one of the best ways to attract foot traffic to your physical store. When people search for products or services like yours within a specific area, Google ranks businesses based on location, relevance, and the activity and quality of information provided on Google Business Profile. These are factors that influence local search rankings. If your Google Business Profile is not properly optimized, it won’t rank as highly as it could. Keeping your GMB active and filled with high-quality, relevant content helps improve local search rankings.
7 Steps to Optimize Google My Business
1. Ensure NAP Consistency
NAP stands for a business’s Name, Address, and Phone Number. This acronym is important because Google uses NAP to verify the accuracy of business information. The more consumer-generated content or website listings that include your NAP, the more Google can accurately recognize the information as genuine. This also ensures consumers have the correct business details, avoiding confusion or negative brand impressions.
Tip: Ensure that your business website and other online listings match the NAP information on Google Business Profile.
2. Fill in Your “Business Category and Description” Completely
In the “About” tab, there’s a “Business Description” section where you can briefly explain why your business was founded, your core values, the services you offer, and the areas you serve. Be sure to select the category that best fits your business type.
Tip: Indicate the “location and area” you serve to help Google better evaluate your business ranking in the region.
3. Complete “Product or Service Introduction”
Depending on your business’s products or services, you can fill in the relevant sections. To add products, click “Edit Products,” upload photos, select appropriate categories, and fill in product names, using search terms consumers might use.
Tip: Use keywords that consumers are likely to search for to increase your chances of appearing in Google searches.
4. Upload High-Quality “Business Photos”
In the “Add Photos” tab, you’ll find options for “Photos,” “Logo,” and “Cover Photo.” If these areas haven’t been optimized, you can start by uploading a 250×250 TO 500×500 pixel logo, followed by selecting a cover photo and uploading relevant business photos.
Tip: Regularly update and post photos to improve ranking and serve as a real-time exposure channel.
5. Use the “Attributes” Feature to Highlight Business Characteristics
In the business info editor, there is a “More” option where you can highlight attributes like business features, amenities, and other special characteristics. For example, is the business women-owned? Is it LGBTQ+ friendly? Does it provide gender-neutral restrooms?
Tip: Adding attributes helps your business stand out in local searches.
6. Stay Active with the “Post” Feature
If your business has events or messages to share, use the “Post” feature to communicate with consumers. Currently, there are three standard post types: “Add Update,” “Add Offer,” and “Add Event.” The backend also offers post analytics to help you understand what topics consumers are interested in.
Tip: Although the “Add Button” feature is optional, it’s recommended to include a CTA to guide customers to take action.
7. Respond Promptly to “Customer Reviews”
Reviews are one of the factors Google considers for local search rankings. Responding to customer reviews helps improve ranking signals, builds rapport, and provides an opportunity to reconnect with customers.
Tip: Strategically include keywords and CTAs in your responses.
Conclusion
Now that you’ve optimized your Google My Business profile, the next step is ongoing management:
- Regularly check your Google My Business information to ensure accuracy. Since anyone can suggest edits, it’s recommended to check monthly.
- Regularly update posts and photos to keep your business profile active, which signals to Google that your business is still in operation.
In summary, Google Business Profile is a powerful tool that can help increase your business’s visibility and search rankings. If you’re not using Google Business Profile yet, sign up and start optimizing your profile now.