Google Business Profile Optimization Tips: Key Takeaways From Our Webinar

A well-optimized Google Business Profile (GBP) is vital for improving your local search rankings and increasing visibility on Google Maps. It was formerly known as Google My Business, but GBP is the same thing. In our recent webinar, we covered the essential steps your business should take to optimize its GBP and stay ahead of the competition. Here’s the recap of the key insights that you or your marketing team at BigOrange can implement in your GBP.

So, What Is a Google Business Profile?

GBP is a free tool that helps your business manage its online presence across Google search and maps. Let’s say your potential customer is searching for your service like “marketing agency near me” or “coffee shops in Cincinnati.” In response, a list of businesses appears. The top three rankings form the Google Map Pack. Since potential customers likely won’t look beyond the top three results, ranking in the top three is vital. 

Key Factors for Google Business Profile Optimization

To maximize your chances of appearing in the top search results, focus on the following factors:

1. Complete and Consistent Business Information

The more information you can put in your GBP, the better. But, it needs to be consistent across all online platforms. Remember, Google knows all and sees all. Here’s some of the information to include or select: 

• Business name, address and phone number that match the information shown on your website
• The right categories for your business (e.g., marketing agency, web designer, IT consultancy, etc) 
• A business description that naturally includes relevant keywords

2. Reviews and Ratings

Two things that make a big difference for both a customer who is looking for the service you provide and for Google Business Profile optimization are your reviews and star ratings. 

These are the key strategies you want to leverage: 

• Encouraging satisfied customers to leave 5-star reviews.
• Responding to all reviews, both positive and negative, using relevant keywords.
• Making the review process easy with QR codes and direct review links in emails.

Here’s an answer to the question everyone asks: “How many reviews do I need to rank higher?”

The answer is more than your competitors. If your business has more reviews and higher ratings, you’ll rank higher.

3. Posts and Product Listings

By regularly updating your GBP, you tell Google that your business is active, making you rank higher. Use the Updates section to share things like recent blogs, promotions and other updates your business may have. 

In the Products section, list your services as “products” with descriptions that naturally incorporate keywords. For example, an MSP might list “Cloud Migration Services” in the Products section with a short description of what’s involved in their service and a link back to their website.  

4. High-Quality Photos

Another approach to Google Business Profile optimization involves regularly updating your profile with high-quality images. You need to avoid AI-generated or heavily edited images, as Google will reject them. Instead, you should post pictures of:  

• Your team and office. 
• Work samples.
• Interior and exterior shots of your location. 

When uploading a photo, ask yourself: “If someone didn’t know my business at all, would this photo make sense to them?”

5. Google Guaranteed and Google Screened

For businesses like landscapers, electricians, lawyers and more, Google Guaranteed and Google Screened badges will boost your credibility and ranking. These programs require background checks, licensing verification and insurance documentation. Businesses that obtain these verifications often rank higher than competitors without them. 

There are two more strategies for Google Business Profile optimization but for that, you’ll have to watch the whole webinar. 

Overcoming Common GBP Challenges

There are a couple of obstacles that you may face when setting up and managing your GBP.  Here’s how you can solve them:

• Google verification issues: Postcard, email and SMS verification are much easier than the recorded video option. Here’s a trick to help you become verified: Ensure your workspace has clear branding and that employees are visible.  
• Disappearing reviews: Google recently removed reviews and does so occasionally. It removes any it deems as spam. It also deletes reviews from deleted Gmail addresses. 
• Multi-location listings: Each business location should have a unique GBP listing. If using a coworking space, ensure you receive mail there and display visible signage.

Optimizing Your GBP 

You shouldn’t take a “set it and forget it” approach to your Google Business Profile optimization strategy. Your GBP requires consistent updates, customer engagement and strategic keyword use. When you implement these best practices, you’ll enhance your local search visibility and attract more customers. 

If you need help with your GBP (or other marketing help), our team is here to help your business grow. Get started by booking a meeting with us.
Or if you want to check out our next webinar, make sure you head over to our LinkedIn to get updates on new topics or marketing tips.