Considering how intrinsic the internet has become to every part of our daily lives, it’s no surprise that your digital storefront is just as, if not more, important than your physical store. If you’re a local business serving local customers, then your Ideal Customer Profile (ICP) isn’t scrolling through pages of traditional website links. Most of the time, they’ll use the map pack that appears instantly and the business listings at the top of page one to find the business that can help them now.
This is why local SEO matters so much. If your business isn’t showing up front and centre, that holy grail of ready-to-buy customers will likely miss you. This is why creating and optimising your Google Business Profile is so important. A basic listing will get you on the map in the most basic sense, but optimising and curating it will help you win the local race.
To optimise a Google Business Listing yourself, you’ll need to follow a few fundamental principles. While optimisation is never an overnight transformation and you are always better to let the experts take care of it, a few of these tips will likely net you some noticeable rewards.
Read on to discover how factors like accuracy, detail, and a system for handling reviews are essential tools to keep your business visible online.
1. Be clear about who you are and what you do.
The primary foundation of local search engine optimisation is showing up accurately online. Google is all about trust, so if the algorithm spots any conflicting information about your business across your different information sources, it will actively drop your rankings to protect users. After all, just like you, Google has a reputation to maintain.
The good news is that nailing those trust signals can help significantly. Start by ensuring that your Name, Address, and Phone Number (NAP) information is consistent across all channels and platforms, and that your opening hours are always up to date.
The next thing to consider regarding trust signals is your categories.
Pick the right categories for your business.
When listing your business, you can select one primary category and up to 9 secondary categories. Your primary category is the heavyweight, so you need to choose it carefully.
For example, our primary category is ‘Internet Marketing Service’, but we list nine other sub-categories based on our internal specialisations, such as web development, search engine optimisation, and creative content creation. This means that customers who are searching broadly and those searching for specific niches are both likely to find us. The same applies to you and your business!
Consider which primary service you want customers to find you for, and set that as your primary category. Enter niche specialisations into the nine sub-categories, and you are on your way to connecting with people who are actively searching for your products and services online.
2. Treat the listing like a miniature landing page.
You’ve likely carefully built your website to represent your brand’s values, services, and social proof exactly the way you’d like to be seen. Google Business Profile optimisation does the same thing, but drops that landing page directly on the SERP. These days, artificial intelligence also plays a role, as Google’s AI reads the specific text inside your profile to match search intents.
So, if someone searches for a niche phrase and you happen to have that exact phrase listed in your services, then your chances of ranking highly leap. This is why one of the most important Google Business Profile optimisation tips we can offer is to get really deliberate about your Products and Services tabs.
We recommend the following:
- Write custom, detailed descriptions for every single service you offer. Use real, everyday language that a customer might use to describe their problem; it’s the best way to respond to their conversational queries online.
- Even if your business is service-based, you can use the Products section to highlight your core packages or physical sale items. Add high-quality imagery and write a compelling, benefit-driven description, then direct your CTA button straight to the most relevant landing page for that product on your website.
Relevance, trust, and accessibility all get an immediate boost when you do these two things.
3. Build a system for your reviews.
Great reviews are, as they have always been, a powerhouse for business promotion. They prove you can deliver on your promises and showcase that from the perspective of happy customers.
In terms of Google Business Profile optimisation tips, finding a review system is among the most important for this very reason. For local search in particular, reviews are going to be a serious help if you want to rank higher than your competitors.
To optimise a Google Business listing, you need a steady, ongoing stream of fresh feedback. This demands a system within your business, one that invites your clients to leave a Google review specific to their experience with you. The more they can share about their experience, the more likely those niche keywords will match search terms used by similar customers. High star ratings also help a lot with ranking.
Be proactive and positive
The winner here is a strong automated system combined with a personal touch. The easier it is for your customers to leave you great reviews, the more likely they are to do so. So make sure every sale automatically triggers a request for a review that is written utilising proven email marketing principles.
When you receive a review, always reply to it. Do what you can to weave in mentions of your core service (i.e. “Thanks, Sandra, we loved working with you to build a nutritious meal plan for your kids!”).
And remember, a negative review is also an opportunity to show you care and are proactive about putting things right, so don’t leave those unanswered either.
4. Get a professional GBP audit
While there are many Google Business Profile optimisation tips out there, when it comes to covering the basics, these points of focus will be your best bet for a fundamental push towards optimising your GBP.
If you need help understanding or actioning these tips – or you are ready to optimise a Google Business listing beyond these fundamentals, then a professional audit is your next best step. With a clear breakdown of actionable recommendations, you’ll have a much better chance of appearing at the top of the search for your target customers.
Work with Aotearoa’s most forward-thinking digital marketing agency.
We’re The Web Guys, and we create insane results for our clients. From building a business strategy to handling your SEO/AEO/GEO, web development, and creative content, we help you maximise your online presence.
Ready to optimise your Google Business Profile? Get in touch now.
