Google Business Profile optimization should be a priority for all local businesses this year. With Google controlling such a large share of the search market, increasing local visibility for products and services can deliver consistent leads for a business.
Local visibility must be carefully considered when optimizing a Google Business Profile (GBP), and there are many steps to take. Today we’re going to share the most impactful steps – plus some strategies for optimizing your Google Business Profile as we go.
7 Steps for Optimizing a Google Business Profile
1. Set the Primary & Secondary Categories
While selecting the primary business category for your GBP may seem simple, we recommend you first do some research. As your business could fall into multiple categories, it’s extremely important to set the primary category correctly. For instance, based on the primary category you select, certain features of a Google Business Profile may or may not be available.
We also recommend scoping out the competition to see how their primary and secondary categories are set. You can use the Chrome browser extension GMBSpy – it allows you to see the primary and secondary categories a business has set for a GBP.
2. Creating a Winning Business Description
Essentially, a business description introduces the brand to interested consumers. When optimizing a Google Business Profile at Rocks Digital, we start by writing a compelling business description. So whether you’re writing a business description for your GBP, for Bing, Yelp or another business directory, it requires some real thought and effort.
Bear this in mind – when writing a business description for the Google Business Profile you are limited to just 750 characters (including spaces). Use this section wisely, hitting on the main reasons consumers would choose your business. Mention unique selling points, location and relevant keywords.
3. Write Compelling Product Descriptions
But you can only add product descriptions to your GBP if you sell physical products, right? Well thankfully, that is incorrect. At this point, Google is completely fine with businesses that sell services listing their services under products on the Google Business Profile.
Adding products to your GBP is an easy way to get attention and drive consumers to your website. Focus on making your descriptions rich with relevant keywords and enticing for users. The product description can be up to 1,000 characters, but you need not use the maximum to get results.
The ability to add a call-to-action (CTA) ensures consumers can move through your sales funnel. By using the “Learn More” button and directing the user to the corresponding service or product on your website, you’re likely to get more conversions. Be sure to add UTMs to the website links for each product that takes a user to your website. This will allow you to track site traffic generated from your Google Business Profile – and if you have goals on your website configured in Google Analytics, you can track conversions as well.
4. Service Descriptions
Now you might be thinking… “wait a minute, you just said to use the product descriptions for your services.” And you’re right – we said it. You’ll want to add services (and/or product descriptions) at the Google Business Profile section called services.
But the character limit is smaller here, allowing only 300 characters for each service – and they are only viewable on mobile devices. You will want to complete both the product description and services section for maximum benefit. You can discuss the same products and/or services, but you must write unique descriptions for both as no one likes duplicate content.
Adding services is an underused opportunity, possibly because services are only viewable on mobile. However, detailing your main services helps create a more comprehensive profile. Keep your service descriptions concise and compelling, and don’t bother using up your character limit on phone numbers or website links – they’re not clickable from the service descriptions anyway.
5. Spend the Budget & Time on Adding Images
Images can bring a Google Business Profile to life, and increase the number of visitors and clicks to your website. The increased engagement provided by adding images is one of the main benefits of a GBP. You’ll get the best results by adding high-quality images on an ongoing basis. In addition, the image alt text gives you the chance to include relevant keywords.
For the Google Business Profiles we manage at Rocks Digital, we create custom branded images to accompany each product description we upload to the GBP. Plus, we create micro infographics that highlight our client’s products and/or services on an ongoing basis – these are added as photos on the GBP. These photo views help our clients’ listings stand out from their competitors.
BrightLocal’s Google My Business Insights Study revealed that Google Business Profiles with more than 100 images get 520% more calls, 2,717% more direction requests and 1,065% more website clicks than the average business.
Just imagine how successful your Google Business Profile could be if you had more than 100 images and used all the optimization steps we’re discussing here.
6. Adding Attributes Is a Must
Including attributes on your GBP is helpful for the user and also has local SEO benefits. Attributes can increase your Google Business Profile visibility in the local pack and maps for specific searches. A few important attributes available on GBPs are Identifies as Black-owned, Identifies as Latino-owned, Identifies as Veteran-owned and Identifies as Woman-owned. For example, when people search for a phrase such as “woman owned” + “keyword,” these attributes will help a business stand out in a crowded marketplace.
Additional attributes include Activities, Dining options, Languages spoken, Payment options, Accessibility and more. Depending on the attribute, they will show in the local finder to further differentiate your business from the competition.
In practice, when a local searcher requests outdoor dining at a vegan restaurant, if you have these attributes applied to the GBP for your business, your chances of being listed are greatly increased.
The attributes that are available vary based on the primary category you select. Because it impacts the attributes that are available to choose from, it’s important to select the most accurate primary category to represent your business.
7. Links Need Attention Too
A GBP allows businesses to add various links to their website. Along with the main website link, there are options for placing a food order, making a reservation, placing a shopping order, online care, product links and more.
Traffic from your Google Business Profile to your website also provides many SEO benefits for your website. For example, by linking to authoritative pages on your website – like an SEO-optimized location page and service pages – you can improve placement in the local pack and maps.
Be sure and add a UTM on every link placed on your Google Business Profile. This way you can effectively track website sessions and goal completions taken on your website from clicks.
We Can Help Your Business With Google Business Profile Optimization
Yes, it’s crucial to have an optimized Google Business Profile. Still have questions? Then we have some data for you that shows exactly why businesses choose to hire Rocks Digital to create, optimize and manage their Google Business Profile on an ongoing basis.
Rocks Digital works with businesses across the United States to develop SEO-optimized Google Business Profiles. For help optimizing your Google Business Profile, contact us today by calling (214) 989-7549, or request a Google Business Profile evaluation now.