PW Media | Oct 19, 2021

Learn the benefits of claiming, optimizing, and managing your Google Business Profile to move the needle on your local SEO strategy.

What is Google Business Profile?

Google Business Profile (GBP) is a business listing provided by Google that functions as a multifaceted marketing tool for small businesses.

In its simplest form, Google Business Profile provides potential customers with at-a-glance business information; when properly utilized, it is a powerful local SEO marketing tool that helps you gain an edge against local competitors. 

Why is Google Business Profile (GBP) Important to Small Businesses?

Optimizing your GBP provides an instant opportunity for your products or services to be featured in local searches. When 46% of Google searches are for local businesses, and 80% of those local searches lead to a sale, making the most of your business listing can create immediate increases in revenue.

The best part? Unlike pay-per-click campaigns, you can enjoy the benefits of this tool without paying a penny.

Google Business Profile allows small businesses to do four key things:

1. Achieve higher ranking in local SEO 
2. Maintain accurate business and contact information 
3. Shape brand and reputation
4. Better understand customers to build trust, loyalty, and engagement

While having a solid social media presence and user-friendly website are significant steps in laying the groundwork for online visibility, one marketing strategy should always be at the forefront: Optimizing your Google Business Profile to get into the Google Local Pack. 

What Is the Google Local Pack?

When a user jumps onto their phone or desktop browser to search for a business on Google, Google’s advanced search algorithm quickly scans, retrieves, and displays relevant results at the top of the SERP based on their location. These results originate from Google’s own business directory, Google Business Profile.

At the top of the search results page, Google displays a set number of businesses in the local area—complete with a map, hours of operation, contact information, and direct links to contact each company. The results are usually limited to three organic search results. This box is also referred to as the Google Map Pack or Google Local 3-Pack. If your business is listed in one of these three coveted spots, you significantly increase your business’s visibility to a target audience.

How to Make a Strong Showing in the Google Local Pack

If your business isn’t working on a solid local SEO strategy that includes taking advantage of the Google Local Pack, you will miss out on precious opportunities for customer discovery and increased business.

Boosting your online presence helps ensure that your business has the best chance to reach those coveted top spots in the Map Pack. Optimizing your Google Business Profile is the first step to accomplishing this.

Here are the top six actions you can take right now to increase your chances of appearing at the top of the Google Local Pack:

1. Claim Your Google Business Profile

The first step is the easiest to complete! Many businesses have a Google Business Profile listing in Google whether or not they have claimed their profile. So why bother claiming it if it already exists? Aside from the fact that it’s both free and easy to do, claiming your business allows you to:

• Edit and manage your account. This includes posting images and updates that are social media-like in nature, editing and curating information about your services, hours of operation, and address, and responding to reviews. 

• Prevent access to your profile from competitors and scammers. Anyone can update an unverified profile with misleading or inaccurate information—and even claim it for themselves.

2. Complete Your Business Information

Maximizing your Google Business Profile is critical to being front and center in local search results. Make sure you have all the necessary business information fields accurately completed.

Additionally, your Google Business Profile info (particularly your name, address, and phone number) should be consistent throughout the web. It should match the information in online directories and other references. The ongoing editing and correction of your business’s digital information is part of a process called local citation management. This alignment across the web helps Google connect the dots on the backend and increases your chances of reaching the local pack. 

3. Utilize Keywords & Categories

Did you know that 84% of views that come to a business profile online result from what is known as a “discovery search?” This type of search means that users aren’t looking for your business directly but instead are relying on keywords and categories to find companies that offer what they need.

Ensure your small business is included in that number by having the right search keywords and categories within your Google Business Profile account. These elements are the bread and butter of successful SEO, as they help valuable users find your business when they head online to find products or services near them. 

Your GBP account should include the most specific and highly searched keywords that pertain to your business. Also, update your categories to the closest description of what you truly offer.

4. Build Those Online Reviews!

Google Business Profile also allows your customers to communicate with you (and anyone else who might discover your profile) through reviews. Reviews are essential to your GBP profile and can make or break your business’s local SEO effort.

Google’s Local Pack loves to highlight businesses that have high engagement with consumers. Ask customers to submit reviews to your GBP listing—and engage with those reviews—to help boost your Google results fast. Encourage customers to include descriptive words and photos to make your results even more effective. By getting consistent, positive feedback and responding to any negative feedback, you’ll ensure that your site has the best chance possible of being discovered through local searches. 

Don’t be afraid to ask for reviews. Over 60% of customers surveyed said that they fill out reviews if a business owner asks them!

5. Treat Google Business Profile Like Social Media

Did you know that you can create and post content in your Google Business Profile account? High-quality, eye-catching pictures and videos are essential. These assets are a great way to give your customers updates on business offerings, specials, and any changes in hours/operation. You can also use this outlet as another excellent marketing tool to boost engagement.

6. Take Advantage of Google Business Profile Marketing Experts

Your Google Business Profile account should be an integral part of your overall marketing strategy to target local customers and grow viewership. Save time and energy by partnering with a marketing agency experienced in Google Business Profile solutions and performance. Handing the reins over to professionals allows you to spend less time bogged down with marketing maintenance and more time on your core business and future goals.

If your mouth is agape to learn that a free tool can help you achieve local SEO success, you’re not alone!

Does Google Business Profile Really Matter to My SMB?

Yes! As a small business, you need every advantage possible to compete with larger companies. Local SEO is one of the most effective tools in your digital marketing toolbox. 

By building your larger online marketing strategy on this foundation, you’ll increase your odds of getting found through a local search. And as we’ve already noted, local searches result in a sales conversion 80% of the time.

If you’re ready to experience those statistics for yourself, then it’s time to get your Google Business Profile established and up-to-date.

Contact Us!

PW Media can help you get the most out of your local SEO strategy by building a solid local SEO strategy with your Google Business Profile at its center. Contact us today!