When it comes to local SEO, your Google Business Profile (GBP) is one of the most powerful tools you have. A well-optimised profile can help you rank higher in local search results, attract more customers, and build trust with your audience. In this guide, we’ll cover the best practices you need to follow to ensure your GBP not only shines but stands out among competitors.
1. Claim and Verify Your Google Business Profile
First things first: if you haven’t already, claim your Google Business Profile. Verification is crucial because it tells Google that you are the legitimate owner of the business. Without verification, your updates won’t be visible, and your profile may not perform well in search results.
Action step: Go to the Google Business Profile Manager and follow the prompts to claim and verify your listing, usually via postcard, phone, or email.
2. Complete Every Section of Your Profile
Google loves completeness. The more information you provide, the better your chances of ranking higher and attracting customers. Key sections to focus on include:
- Business name (exactly as it appears in real life)
- Address and service areas
- Phone number
- Website URL
- Hours of operation
- Business description
- Categories and attributes
- Products and services
- Opening date
Action step: Fill out all fields as accurately and thoroughly as possible. Inconsistent information can hurt your credibility and SEO.
3. Choose the Right Business Categories
Categories help Google match your business to relevant search queries. You must select a primary category that best represents your business and add secondary categories where relevant.
Tip: Be specific. If you’re a “Family Law Solicitor,” don’t just select “Lawyer.”
Action step: Review competitor profiles for ideas and ensure you’re using the most accurate and specific categories.
4. Write a Clear, Compelling Business Description
Your business description is your opportunity to tell potential customers what makes you unique. It should be informative, honest, and keyword-optimised (without keyword stuffing).
Action step: Craft a 750-character description that highlights your services, unique selling points, and brand values. Mention awards, years in business, and anything else that builds trust.
5. Add High-Quality Photos and Videos
Photos significantly impact engagement rates. Listings with photos get 42% more requests for directions and 35% more click-throughs to websites.
Upload:
- Exterior and interior shots
- Product or service images
- Team photos
- Short video clips showcasing your business
- 360-degree virtual tours (if possible)
Action step: Use professional-quality images and update them regularly to keep your profile fresh.
6. Collect and Respond to Reviews
Reviews are a major ranking factor and influence purchasing decisions. Aim to collect authentic reviews consistently and respond to each one, whether positive or negative.
Action step: Politely ask customers to leave reviews and respond promptly with personalised, thoughtful replies.
Extra tip: Address negative reviews constructively, showing a commitment to improvement. A professional response to a bad review can actually enhance your reputation.
7. Post Regular Updates
Google Posts allow you to share news, offers, events, and product updates directly on your profile. Frequent posting signals to Google that your business is active.
Types of posts you can create:
- Special offers and promotions
- Event announcements
- Product or service launches
- Business updates or changes
Action step: Publish a new post at least once a week. Keep your content relevant and include a call to action like “Call now,” “Learn more,” or “Book online.”
8. Keep Business Information Updated
Life happens. If your hours change, you move locations, or you add a new service, update your GBP immediately. Outdated information can frustrate customers and damage your reputation.
Action step: Set a monthly reminder to review your profile and update as necessary. Also, adjust your hours during holidays or special events.
9. Use Google’s Booking, Messaging, and Q&A Features
If applicable, enable booking and messaging features. These tools make it easier for customers to interact with your business directly from your profile. Also, monitor the Q&A section, where potential customers may ask questions.
Action step: Integrate a booking system if you offer appointments, enable messaging for quick queries, and regularly answer public questions.
10. Monitor Insights and Adjust Your Strategy
Google provides valuable insights into how customers find and interact with your profile. Review metrics like search queries, views, and actions taken.
Key insights to track:
- How customers search for your business
- Where customers view your business on Google
- Customer actions (visits, calls, requests for directions)
Action step: Use insights to refine your categories, posts, and responses to better align with what your audience wants. If a particular post type performs well, replicate its style and messaging.
11. Showcase Products and Services
If you offer products or specific services, showcase them directly on your GBP. This feature not only makes your profile richer but also gives customers more reasons to choose you.
Action step: Add detailed descriptions, pricing (if applicable), and high-quality images for each product or service.
12. Focus on Local SEO Beyond GBP
While GBP is crucial, it should be part of a larger local SEO strategy that includes:
- Localised website content
- Local link building
- Citations on directories like Yelp, Bing Places, and Apple Maps
Action step: Make sure your business’s NAP (Name, Address, Phone number) is consistent across all platforms.
Final Thoughts
An optimised Google Business Profile is not a one-and-done task. It requires ongoing attention and updates to stay competitive. By following these best practices, you’ll not only improve your local SEO but also build stronger connections with potential customers.
Think of your Google Business Profile as a living, breathing digital storefront. Every update, post, photo, and review shapes how customers perceive your brand. Take the time to nurture it, and the rewards will be well worth the effort.
Need help fine-tuning your profile or boosting your local SEO? At Algo Digital, we specialise in helping businesses like yours stand out online. Contact us today to get started.
