Google business profile Optimization is important in Local SEO. I am talking about doing SEO for businesses that have a physical presence like salons, restaurants, stores, etc.
Your GBP must be properly optimized to increase the rate of driving traffic to your website. GBP’s are what Google displays first when someone makes a local search.
Let’s look into the steps involved in GBP Optimization
First Step
Create a Google account
It’s a nice idea to create a new Google account just for your business including emails related to your business.
To do this;
(I)Go to account.google.com
(II) Click on Create an account
(III) Fill in your name and date of birth
(IV)You will see a suggested Gmail address, but there is an option to create yours, so the best thing to do is to create a Gmail address based on your business name.
(V)Complete the remaining process
Next Step
Google Business Profile Set Up
(I) Go to google.com/business
(II) Sign in with the Google account you created above
(III) Google often creates a listing for your business using info it has generated online, check this first before creating a listing to avoid a duplicate listing.
(IV) Type in your business name
If it comes out in auto-suggestion, claim it by clicking on it.
When you see a notification informing you the listing already exists
Click on “Manage Now” and continue with the process
If there is no existing profile for your business
Click “Continue” after you type in your business name
Next Step
Choose your business type
Choose the one your business applies to
Next Step
Select your business category
For local businesses where customers visit e.g. salons, bars, stores, etc.
(I) Click on “local store”
(II) Type in your category based on the main service you provide. Google will help you with the best suggestions for that.
(III) Fill in your contact details
(IV) Type in your website address if you have one
(V) Complete the process
For Service business type where you visit customers at their homes e.g. gardeners, plumbers, carpenters, etc.
(I) Click on service business
(II) Select your business category as guided by Google suggestions
(III) Define the area your business serves, you can select up to 20 areas, and enter location names rather than zip codes because location names are commonly used in Google searches.
Add areas within a 2-hour drive from your business location. Areas beyond 2hr go against Google guidelines.
(IV)Type in your contact details and website address if available
(V) Confirm you agree with Google’s terms and conditions
Next Step
Verifying your Profile
Google does this by sending a verification code to the phone number you entered in your contact details.
Google now uses video verification as the main method to check if a business qualifies for a listing
How to do this
For physical location e.g stores
(I) Your video should be done in one single recording and should include the following
(II) Start by filming street signs near your store if any, or nearby businesses
(III) Film other things that match with the business category you chose for listing e.g your shop, equipment, or some of your products
(IV) Prove you are the legal representative of the business by filming yourself unlocking the store or company vehicles. You can show some of the business software you use or proof of address. Just one piece of evidence for each point is okay.
For service area businesses like plumbers, carpenters, etc.
Many service area businesses don’t pass the video verification because they don’t provide enough clear evidence. So include more than one piece of evidence as you can.
The video length should be between 1-2 minutes. So it requires taking out time to plan the whole stuff before you start recording.
Next Step
Your Service
Google will tell you to add services to your business listing depending on your selected business category and will make suggestions for you.
But, you have the option to customize this list by adding or removing services based on their relevance to your business.
Make sure you don’t skip this step because these services are considered a ranking factor. Including them in your listing will help your business be found on Google Maps when someone searches for them.
If you need to add specific services that are not already listed
Click the “add custom service” link to include them in your profile.
Next Step
Add business hours
Set your opening and closing times for each day and make sure it is consistent with the ones on your website and other online platforms.
Next Step
Add Messages
Customers can contact you directly through the messaging feature in your Google Business Profile
This feature is enabled by default when you create your profile.
Make sure you respond quickly to messages, slow response can frustrate your potential customers.
Switch off the “accept message” feature, If you are not sure about keeping up with messages on your profile.
Next Step
Add business description
This can be likened to the “about us” page on a website
A good business description is writing a summary in less than 750 characters of
(I) What you offer
(II) Your Unique selling point ( what sets you apart from other competitors like how tasty, neat, nice, etc your product is)
(III) A bit of your history
(IV) Some other things you think your potential customers should be aware of and can be helpful to them.
(V) Don’t include a promotional message or phone number in the description.
Next Step
Add Photos
(I) Add some cool photos
(II) Use photos to show off your products or services
(III) Pictures of your happy customers inside and outside of your store.
(IV) Use real images, not stock photos that reflect your business. The goal is to make your profile look authentic.
(V) Regularly update it with new ones.
Having a well-optimized Google Business Profile can improve the rate of visitors to your website and some of them will eventually become your potential customers. So, yeah! It can be a bit difficult considering the time spent and effort you put in but it’s possible.