The last time you were here we shared why it’s important for every local business to have a Google Business Profile. As a refresher, we reported data on optimizing a client’s Google Business Profile (formerly known as Google My Business) and the results achieved from the optimization.
In December of 2020, when the business became a client, their Google Business Profile (GBP) was getting very few search and map views. Their listing went from getting 2.76k combined search and map views in a quarter (before optimization) to 20.4k combined search and map views in a quarter (after optimization).
Today, we’re going to share an overview of the benefits of optimizing a Google Business Profile.
The Top 5 Reasons for a Google Business Profile
1. Increase Search Visibility
With so many consumers heading to Google when they want to find local businesses, an effective search engine optimization (SEO) plan should start with a Google Business Profile.
Well-optimized listings directly impact a business’ visibility in Google in the local pack and maps, with trust, relevancy, accuracy, search proximity and popularity determining where you are found. Simply put, if your profile is incomplete, inaccurate, lacking relevancy and poorly reviewed, Google won’t give you visibility to the searchers you want to reach.
2. Find Hyperlocal Consumers
Google places greater focus on hyperlocal search results. Created as a response to increased mobile search and map requests, Google can now send target customers directly to your door. While businesses focusing on broad SEO strategies may see their traffic fall, those with an optimized GBP listing can thrive. In practice, optimizing for hyperlocal searches is not difficult when you include relevant information like a business address, opening hours, attributes and local keywords within your listing.
3. Outperform Competitors
A Google Business Profile provides the opportunity for a business to outperform its competitors in maps and search. For many listings, incomplete or outdated information will quickly damage trust with Google and the consumer, limiting their chances of consistent visibility in search and maps.
However, simple approaches like questions and answers and photos can make a big difference in the results. In fact, Google reported that businesses with photos get 42% more requests for driving directions and 35% more website clicks than businesses without photos.
4. Communicate Directly With Local Consumers
One thing you need to know about SEO is the importance of freshness. GBP provides an opportunity for consistent fresh content with GBP posts. Plus, businesses should avoid taking a passive approach to reviews. Getting and responding to reviews – whether they are good or bad – is extremely important. Engage with customer reviews to both improve relationships and show prospective customers that your business cares.
5. Increase Website Traffic
Local search doesn’t end with the Google Business Profile. The information included in the listing should match the business’ website. This impacts map and search views for the GBP, but also visibility of the business’ website in organic search.
Effective local SEO services take into account organic search opportunities, along with the local pack and map listing. As a result, businesses increase their chances of reaching consumers during a local search.
A Business’ Google Business Profile Matters More Than You May Think
Do you know if your Google Business Profile is helping or hurting your business? You could be missing out on growing your business if you have a GBP that isn’t optimized properly. Learn more about GBP optimization by calling (214) 989-7549 or request a Google Business Profile review.