We’ve talked about Google’s profiles for businesses before. This Google local business service has gone through a number of iterations, and in late 2021 underwent even more updates, including changing its name again, this time from Google My Business to Google Business Profile. You may wonder how much a Google Business Profile really matters, in general and to your business specifically. The answer is, quite a lot. Let’s talk about the benefits of having one and how to optimize your Google Business Profile to get the most SEO benefit from it.
What Is the Value of a Google Business Profile?
First, there’s the practical value of the profile from a business-directory perspective. The fact is, people really do search for local services online. Approximately 86% of online users use Google Maps to locate local products and services, and only slightly fewer people – 84% of users – read online reviews in order to make their buying decisions.
Not every business takes advantage of this free service and claims their listing, however. This means your business will stand out and get noticed online if you claim, optimize, and update your GBP.
You can you use your Google Business Profile to tell your customers your business:
- Hours
- Contact information, including address and phone number
- Products
- Service options
- History and high points
- Links to social media
- Customer reviews
This information will show up when users search Google Maps on desktop or mobile. You can also update your GBP information to highlight holiday hours and products and link to your website if you post new content.
Additionally, your Google Business Profile has significant SEO value. In fact for local SEO, it’s considered by marketers to be the most important ranking factor.
Optimize Your Google Business Profile
In order to get the most SEO value from your GBP, you need to optimize it. This is not difficult; it just takes a little time. Here’s what you need to do.
After you’ve claimed your GBP, you will need to fill out the information listed under Edit Profile. You will be given the opportunity to choose a business category (primary) or categories (secondary). For SEO, it helps if you are very precise in your selection because your choices will affect which searches your business will appear. If you do not choose the correct category, Google may try to update it, so don’t be surprised if it suggests revisions on your GBP.
You can also list information about your business in the Description section. Here you can talk about company history, products, or anything else you think your customers would like to know. There’s an option to include an opening date for your company, and you can also add links to your social media (Twitter, YouTube, Pinterest, Instagram, LinkedIn, and Facebook). Space for your company’s hours and holiday hours is there in your GBP too, as well as sections for:
- Accessibility
- Amenities
- Crowd
- Offerings
- Payment options
- Planning options
- Service options
- Recycling
The better you complete your profile, the more information your customers will have about your company. It’s important to remember that if you make changes to your hours or your offerings listed, you should also update your GBP to reflect that. You do not want your customers to arrive at your business because of what they found on Google Maps, only to find it closed.
Adding new content, including photos and special offers, can help you attract new customers, and will convey to any users searching that your business is still active and doing well. You have the power to put your best foot forward, so to speak, by optimizing and updating your Google Business Profile.
Finally, Google also offers a number of special features that businesses can use to list their products and in-stock status, to offer the option for ordering from a menu, and to allow customers to book appointments. Take advantage of any of these features that apply!
Marketing and advertising can be expensive, but a Google Business Profile offers many marketing features for free on a platform that people search all of the time to find products and services they want. It’s a practical tool and one that offers a number of SEO benefits as well, so if you have not yet claimed or optimized your profile, don’t wait any longer.
If you would like help with your Google Business Profile or would like to discuss any digital marketing or SEO need you have, please call us any time. We’d love to help your business increase traffic and conversions.
