If you’re looking to boost your local search visibility, optimising your Google Business Profile (formerly known as Google My Business) is one of the most effective strategies you can employ.
A well-optimised profile not only helps potential customers find your business more easily but also increases your chances of appearing in the coveted Local Pack—the top three local results that appear in a Google search.
Here’s how to optimise your Google Business Profile for local SEO success.
- Complete Your Profile Information
The first step in optimising your Google Business Profile is to ensure that all your business information is complete and accurate. This includes your business name, address, phone number, website, and business hours. Make sure that the information you provide is consistent with what’s listed on your website and other online directories. Consistency is key for local SEO, as it helps search engines verify your business’s legitimacy. - Select the Right Categories
Choosing the right categories for your business is crucial for helping Google understand what your business offers and for matching you with relevant local searches. Be specific when selecting your primary category, and add secondary categories if applicable. For example, if you own a bakery that also offers coffee, you might choose “Bakery” as your primary category and “Coffee Shop” as a secondary one. - Add High-Quality Photos
Photos are a powerful tool for attracting potential customers. Upload high-quality images that showcase your products, services, and location. Include photos of your storefront, interior, staff, and any special features that make your business stand out. Regularly updating your photo gallery can also improve engagement and encourage more clicks on your profile. - Encourage and Respond to Reviews
Customer reviews are a significant factor in local SEO. Encourage satisfied customers to leave positive reviews on your Google Business Profile. Respond to all reviews—both positive and negative—in a timely and professional manner. Engaging with your reviews shows that you value customer feedback and helps build trust with potential customers. - Post Regular Updates
Google allows you to post updates directly to your business profile, similar to social media posts. Use this feature to share news, promotions, events, or any other relevant information. Regular posts keep your profile active and signal to Google that your business is engaged with its customers, which can positively impact your local search rankings. - Utilise Attributes and Services
Google Business Profiles allow you to add specific attributes and list your services. Attributes include details like “Wheelchair Accessible,” “Outdoor Seating,” or “Free Wi-Fi,” which can help attract customers looking for those features. Listing your services with detailed descriptions and pricing (if applicable) gives potential customers a clear understanding of what you offer, increasing the likelihood of them choosing your business. - Optimise for Keywords
While your Google Business Profile doesn’t allow for direct keyword stuffing, it’s essential to naturally incorporate relevant keywords into your business description, posts, and services. Focus on local keywords that reflect what customers in your area might search for. For example, if you’re a plumber in Manchester, phrases like “Manchester plumbing services” should be included in your profile description and service listings. - Monitor Your Insights
Google provides insights into how customers find and interact with your business profile. Use this data to understand which aspects of your profile are driving the most traffic and engagement. For example, you can see how customers found your profile (search vs. maps), what actions they took (calls, visits to your website), and which photos get the most views. Use this information to refine your strategy and optimise areas that need improvement.
Optimising your Google Business Profile is essential for improving your local SEO and attracting more customers to your business. By completing your profile, selecting the right categories, encouraging reviews, and regularly updating your content, you can enhance your visibility in local search results and drive more traffic to your business.
Consistent optimisation and engagement will help you stay ahead of the competition and ensure your business is easily found by potential customers in your area.
