Want To Appear in Local Searches? It’s Time To Work on Your Google Business Profile
Creating an engaging small business website is a good start for reaching new customers online. But if you want to be more visible to the people in your area, you shouldn’t stop there.
Your next step is creating a Google Business Profile (or GBP). Formerly known as “Google My Business,” your Google Business Profile is a free profile you can fill out for each location your business has. The GBP will help you show up in Google searches and on Google Maps. This gives people more ways to find you online and provides easy access to important details like your phone number, website, and address.
Wondering what you need to do to create an effective GBP? Explore our quick guide to the basics of Google Business Profiles, how to set one up, and how to optimize it to appear in more searches.
Why Google Business Profiles Are Essential for Your Small Business
Even if you don’t know the term “Google Business Profile,” you’ve likely seen and interacted with one recently.
GBPs are one of the most prominent features in search engine results when you search for local keywords. Think searches like “car washes near me” or “coffee shops Des Moines.” They can appear on their own, or they can show up as part of Google’s “Local Pack” feature, which often displays prominently on search engine results pages, even above many website links.
Google Business Profiles are able to display a number of quick details about your business, including:
• Your business name
• Your location and contact information
• Your hours of operation
• A link to your website
• Details about your business’s services
• Customer reviews
• Links to social media profiles that you manage
Now that we’ve discussed what they are, let’s go over the basics of setting one up.
How To Set Up Your Google Business Profile
To sign up for a Google Business Profile, you’ll need to create a Google account. Once you have one, you can complete the following steps to get started.
Step 1: Sign in to Google Business Profile Manager
Go to https://www.google.com/business/ and sign in with your Google account.
Step 2: Find (or Create) Your Google Business Profile
Start by typing your business name into the search bar to see if it appears. If it does, click on it, and you will be able to follow steps to claim it. If it doesn’t, you can click “Add Business” to enter it manually. If your business has already been claimed, there are steps to request access. Google’s documentation provides more information on the claiming process and some of the issues you may encounter.
Step 3: Fill Out Your Business Information
One of the most important steps for an effective profile is filling out your business information as completely and accurately as possible. Important information includes your location, contact information, and the category of your business. Selecting the category that best fits what you do will help you show up for the most relevant searches.
Step 4: Verify Your Business
Google will require you to verify your business as part of the setup process. Follow the prompts to complete the process. Verification could be conducted via video recording, phone, email, a live video call, a mailed postcard, or other methods.
Step 5: Complete Your Profile & Keep It Up to Date
Once you are verified, your profile is online! Make sure to add all relevant information and ensure that you keep your services, hours, and more up to date. You can also add photos and posts to keep fresh content at the top of your profile.
How To Optimize Your Google Business Profile
What Is Google Business Profile Optimization?
Setting up your Google Business Profile is an essential first step. But you shouldn’t take a “set it and forget it” mentality once it’s live. GBP optimization is the process of keeping your profile up to date by making improvements that will help you appear in more Google searches.
The best GBPs are the ones that have inviting images, complete information, and regular updates with accurate and relevant details for users. Let’s take a look at some ways to optimize your profile.
Fill Your Profile Out Completely With Accurate Information
As we stressed during profile setup, it’s important to ensure your GBP information is as complete as possible. Make sure your business name is your true business name, that all of your applicable services are listed, and that your profile links to a relevant web page on your site. This could be your homepage or a page specific to the location that your physical business is at. As you fill out your profile, integrate relevant keywords naturally into your writing.
Encourage Customers To Leave Reviews
If your GBP is consistently receiving fresh, positive reviews, this will help to boost it in local searches. As a business owner, there are right and wrong ways to encourage your customers to leave reviews. A good way of doing this could be emailing past customers who had a positive experience with a link or QR code that directs them to your Google Business Profile, asking them to leave a review. Encourage customers to include where they are from and name the services they received from you, which will organically add keywords to your profile.
However, you should avoid creating fake reviews or offering any sort of payment or incentive for customers to leave a positive review. This goes against Google’s guidelines and could result in a penalty.
Respond to All of Your Reviews
When a customer leaves a review – negative or positive – it’s also a good practice to respond to the review with a courteous, helpful response. Seeing positive engagement from a business can help users’ perception of your brand.
Add Questions & Answers To Help Your Users
The “Questions and Answers” section of your GBP allows anyone to ask questions about your business or provide answers to users’ questions. This is a great opportunity for you to help customers understand more about your business and clarify any misunderstandings. You can respond to their questions – or even add questions and answer them yourself.
Use Google Posts
Another useful way to keep your profile current is to use the Google Posts feature. These posts are short updates about your business, such as a special offer, event, or new product. They are a great way to keep your profile active and up to date. If you’re already posting on social media, this could be a place where you could reuse some of your social media content.
Frequently Asked Questions
How Do Service Areas Work in Google Business Profiles?
When you fill out your profile, you will have the option to set up to 20 service areas for your business. This allows you to let your customers know what locations you provide services to.
While some types of businesses have a physical storefront or location where they serve customers, other types of businesses do not serve customers at their physical building. In these situations, it is best to not list your location in the “Business Location” field under “Info.” Instead, designate what cities, zip codes, or general areas you provide services in under the service area section.
How Long Does It Take for My Google Business Profile To Show up Once I Create It?
Once your profile has been verified, it should begin showing up very quickly. However, the verification process itself can sometimes take time. While some methods of verification can be instantaneous, others can take time. Google says it could take up to five days for your verification to be reviewed. Following that, you will either be verified or asked to fix issues with the profile.
Can I Have More Than One Google Business Profile for My Business?
You are only allowed one GBP for each physical location that your business has. However, if you are a multi-location business, you can create a separate GBP for each of your physical locations.
Work With a Digital Marketing Team Dedicated to Helping You Stand Out!
Having a Google Business Profile will help take your local business to the next level. While we’ve covered many of the basics for setting it up and optimizing it, know that you don’t have to do it alone. The EDJE team works with small businesses every day to help them with the marketing tools they need to succeed. We can walk you through Google Business Profile setup, audit your existing profile, or help you troubleshoot issues.
If you’re in the process of launching a new small business website, now is a great time to work with us to launch your Google Business Profile as well. Contact our team of web design and digital marketing experts today!