The 2020 edition of Moz’ Local Search Ranking Factors Survey ranks Google Business (GB) as the biggest driver of local SEO success. In fact, think of Google as your new home page because that’s where your local searchers look for what they need. (Yes, you still need your website.) If you want to appear in Google’s “Pack” (the top 3 local business listings most relevant to the search inquiry), your GB profile should be robust, and well-optimized with your core target keywords.
How to Setup a Google Business Profile
- Do you have a GB listing? If so, is it claimed and verified? Open up Google Maps and search for your business. Click on the correct organization and follow the directions to claim the listing. If you don’t see a listing, you will need to create one.
- Is all business information present and correct? Check your address and phone number, website address and email address, hours of operation, and description. Customers rely on this information to communicate with you, and incorrect and outdated information reduces your reliability in their eyes.
- Do you have a GB listing? If so, is it claimed and verified? Open up Google Maps and search for your business. Click on the correct organization and follow the directions to claim the listing. If you don’t see a listing, you will need to create one.
- Is all business information present and correct? Check your address and phone number, website address and email address, hours of operation, and description. Customers rely on this information to communicate with you, and incorrect and outdated information reduces your reliability in their eyes.
How to Optimize Your Google Business Profile
- Do you have multiple reviews and high cumulative rating? Are you responding to reviews? With 95% of consumers reading reviews before they make a purchase and 93% reading reviews of local businesses to see what others are saying, online reviews make a difference to your success. Solicit reviews from customers and respond to all online reviews, both good and bad. Responding to good reviews gives you an opportunity to show your appreciation. Responding to negative reviews provides the chance to make things better for the customer.
- Do you have appropriate business categories listed? Choosing the right categories for your businesses lets customers know right away what you do. Categories also offer a description to search engines. You can set both primary and secondary categories for your Google Business profile. Google periodically updates the listing categories. Make sure your that your business has a current category. You can see what categories are current with a free resource at PlePer.com.
- Do you have images of your business? Google reports that businesses with photos receive 42% more requests for driving directions and 35% more click-throughs to their websites. Upload photos of your location, your staff, your products, or your service’s projects. Photos build trust, familiarity, and drive user engagement.
- Do you have GB posts? Post on your Google Business profile at least weekly. Posts last for 7 days. Add content regularly to maintain a higher ranking. What to post? Highlight new and existing products and services, employees, customers, and current events.
- Are you participating in Questions & Answers? Like online reviews, participating in the Q&A section creates engagement with customers, show customers they are heard, and gives you an opportunity to right any negative experiences. Anyone can answer the Questions on your business page, so make sure you are one of those voices.
Conclusion
These are the core elements that make up a strong Google Business Profile. Regularly monitoring and updating your Profile will go a long way to helping you rank in the Google 3 Pack and increase your chances of customers finding your business online.
You can go through the steps outlined in this article on your own or contact a SEO expert for help in improving your Google Business Profile.