How To Optimize Google My Business

Why you need to optimize your google business profile

By making the comparison above, it becomes evident that optimizing your Business Profile on Google assists consumers in selecting your business instead of competitors. However, there are additional advantages to optimizing your Business Profile for successful local marketing.

Improve engagement

Consumers are increasingly using Google without visiting any other website due to the fact that the information provided on the search results pages completely addresses their queries, leading to the occurrence of “zero-click searches.”

In order to ensure quality engagement and conversions, it is important to optimize your Google Business Profile since it may receive more interactions from consumers compared to your website.

Boost your local ranking

By following a step-by-step process, you can rephrase the text while retaining the same meaning. Please note that no new information can be added and no information can be removed: The algorithm employed by Google to determine the ranking of Business Profiles takes into account not only proximity and relevance but also the level of activity and quality of information. If you optimize your Google Business Profile, it will send these signals to Google which will result in a higher ranking in local search results. As you are aware, a higher rank leads to increased visibility and greater interaction with your business.

Convert more customers

Just having a regular Google Business Profile isn’t very effective for gaining customers. It only allows them to find your location and read reviews, but only if they already know to search for your business name (try coming up with creative business name ideas!).

By having an optimized Business Profile on your Google My Business account, consumers can easily find you through keyword searches. They will be able to call you, visit your website, research your products and services, view and contribute to FAQs, request a quote, book an appointment, make a reservation, and perform various other actions. Additionally, you can track the number of clicks to your website, appointment, or menu link by using UTMs and Google Analytics.

How to optimize your google business profile

After realizing the importance of optimizing your Google Business Profile in order to be found in local search, stand out from competitors, and attract online customers, the next step is to start working on achieving exactly that. Here are the methods you can employ to transform your Google Business Profile into a permanent marketing and lead generation tool for your local business.

1. Create a google my business account

It is crucial to emphasize that a Google Business Profile and a Google My Business account are different entities. The latter is utilized to obtain access to and enhance the former. Consequently, in order to implement the suggested optimizations, you must possess a Google My Business account and inform Google to link it with your Google Business Profile.

To sign up for an account, go to Google.com/business and log in using your regular Google/Gmail account that you use for your business (not your personal Gmail account, if you have one).

2. Complete every section

Prioritizing guidelines are provided to help you provide all the necessary information for your Google Business Profile. This completeness not only improves your ranking in local search results but also boosts customer actions when they come across your profile.

You should complete these aspects of your profile immediately.

Name
Address
Phone
Website
Hours

These sections require additional time and consideration.

Category and Attributes
Products and services
From the business
Questions and answers (Owner-generated queries)

These sections are in progress.

Posts
Reviews
Questions and answers (Consumer-generated)

3. Be meticulous with contact information

To optimize the contact information in your Google Business Profile, follow these steps in sequential order:

Make sure your business name is identical to the one you use on your store signage. In other words, exactly as it appears in the real world. Adding location name (unless it’s in your brand name) or keywords is considered spam by Google and you could be penalized.
Make sure that both your business name and address exactly match your other listings across the web. This means using “st” vs “street” or “co” vs “company” consistently. Google’s algorithm takes these inconsistencies into account when assessing your credibility.
Indicate both your regular and holiday hours. This encourages customers to visit you, and also avoids the potential of a negative review left by someone who took the trip out to your store only to find it was closed.

4. Write your “from the business” description

Firstly, it is important to mention that the concise explanation shown below your business name on your Business Profile is not within your jurisdiction. This is the editorial summary composed by Google to maintain uniformity across the platform.

To maximize the efficiency of your Google Business Profile’s “from the business” section, follow these steps:

Use all 750 characters, with key information in the first 250 characters.
Repurpose content from your “About Us” page or mission statement.
Use keywords your audience uses to find businesses like yours.
Don’t repeat any information already visible in the other sections of your profile. Use this space to talk about what sets you apart from competitors and what customers like most about your business.
Don’t include links or HTML.

5. Choose a category

It is essential to choose a category in order to optimize your Google Business Profile. The following explains why this is important:

Get found in discovery searches. A whopping 84% of Business Profile views on Google originate from discovery searches (meaning the consumer searched for a product, service, or categorical term and that business’s profile appeared), versus only 16% coming from direct searches (the consumer typed in the business name or address). This is especially true for businesses whose name doesn’t indicate their service (e.g., Fresh Express or Amelia’s Catering).
Highlight category-specific features. Once you choose a category, Google makes available to you category-specific features that make your profile more attractive and effective. For example, restaurants can include a menu or reservation button; hotel profiles will pull in star ratings; hair salons can confirm that they have experience with thin or curly hair. These details can help consumers choose you over competitors.

Your Google Business Profile displays your category at the top section.

To optimize your Google Business Profile using categories, it is crucial to select the appropriate ones as Google provides a fixed range of categories.

Be specific. If you’re a nail salon, choose “Nail Salon” and not just “Salon.” If you’re a restaurant, choose “Egyptian Restaurant,” “American Restaurant,” etc., rather than simply “Restaurant.” A drop-down list of categories will appear once you start typing, but you can also see a full list of GMB categories here to ensure you find the most specific one for your business (there are over 3,000 categories so it’s worth the look).
Choose secondary categories. Many businesses fall into multiple categories. Set your primary category to your chief offering (for example, “Grocery Store”) and then choose additional categories that apply, such as “Grocery Delivery Service” or “Gourmet Grocery Store.”
Don’t overdo it. You want Google to connect you with consumers who need your service, so choose only categories that match your offering. For example, if you’re an appliance repair business, select “Appliance Repair” only, not “Appliance Parts Supplier.” Technically you do supply service parts, but this is not a standalone offering of your business. (Pro tip: Don’t confuse categories with products or attributes, which are separate sections.)

Also, keep in mind that Google might ask you to verify your business if you edit your category list or add multiple. This is just to ensure accuracy across their platform.

Google business profile optimization tips

Once you have covered the basics, you are ready to proceed. However, in order to effectively increase your visibility, it is essential to perform significant optimization for your Google My Business profile.

1. Ensure your information is accurate, comprehensive, and up-to-date

Let’s begin with your core business information as there are numerous components in your Google My Business listing.

Name
Address
Phone Number
Website
Description
Category
Attributes

To start the listing, Google My Business requires you to provide your name, address, and phone number (also known as NAP). This information is indexed by Google in Search and Maps, which forms the basis for your local SEO and GMB optimization.

2. Craft a compelling business description

Crafting a compelling business description that engages your audience and encourages them to choose your business is crucial because your Google My Business profile is often the first impression potential customers have of your business. Therefore, it is important to ensure that your descriptions grab attention and draw people in, as this will help in creating a positive initial impression of your business. By following these tips, you can successfully achieve this goal.

Know Your Target Audience: By understanding your target audience, you can tailor your business description to their needs and interests. Start by creating a customer persona to “talk” to your ideal buyer. Highlight the benefits and solutions your business provides specifically for them.
Be Concise and Clear: Use clear language and avoid jargon or technical terms that may turn your audience off. Use short paragraphs or bullet points to improve readability and explain clearly what your business does and why consumers should buy from you.
Showcase Your Unique Selling Proposition: What sets your business apart from the competition? Highlight your unique features, products, or services that make you stand out. Explain how you add value or solve a problem for your customers.
Tell Your Story: Storytelling helps consumers connect with you, so include information about your journey, values, and mission. Make it personal and relatable to create an emotional connection with your audience.
Use Keywords Strategically: Optimize your Google My Business profile. This helps improve your visibility in search results and attract the right audience. Do keyword research and include them in titles, descriptions, alt tags, etc.
Highlight Customer Testimonials: Include positive reviews or testimonials from satisfied customers. Select compelling quotes that showcase the value and service you offer that your customers can’t help but shout about.
Include a Strong Call-to-Action: Whether it’s visiting your website, contacting you, or making a purchase, guide your audience towards the desired action. Use action verbs and create a sense of excitement.
Proofread and Edit: Ensure your business description is error-free and polished. Typos and grammatical errors can make your business appear unprofessional.
Update Regularly: If you introduce new products, services, or special offers, add them to your description. Regular updates show that your business is active and current.
Use a Conversational Tone: Write in a friendly and conversational tone. Also, connect with your audience on a personal level. Show your personality and let your passion for your business shine through.

3. Encourage user-generated visual content

One effective way to highlight your business and draw more customers is by promoting user-generated visual content on your Google My Business profile. This is a widely used tactic in digital marketing strategies, which lends credibility to your business and has the potential to boost conversions.

You can encourage your customers to contribute visual content by following these steps:

1. Make a request: Simply ask directly. Request your customers to share photos or videos of their experiences with your business by posting on your GMB profile. Alternatively, you can include a call-to-action in your emails or social media posts, inviting your customers to share their photos.

To increase the likelihood of your customers sharing user-generated visual content, simplify the process. Include a link to your GMB profile where customers can conveniently upload their photos and videos. Additionally, ensure that clear instructions for uploading photos are provided on your social media channels.

Offering incentives is a reliable method to encourage people to share. The size of the incentives does not necessarily have to be large; even a small token of appreciation would suffice. For instance, you could provide a discount or complimentary item to customers who share photos or videos on your GMB profile. Contests also tend to be well-received.

You can build a strong online presence and attract more customers by encouraging your customers to share their visual content on your GMB profile through the implementation of these strategies.