Get More Customers with Google Business Profile: A Step-by-Step Guide

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Google Business Profile has become a powerful tool for local businesses to grow online and generate leads. The free platform helps businesses manage their visibility across Google’s services, including Search and Maps. By optimizing your Google Business Profile, local companies can significantly increase their chances of appearing in local search results and driving more leads to their doorstep.

This article will explore various strategies to maximize the potential of a Google Business Profile. It will cover the essential steps of claiming and verifying a profile, optimizing business information, and adding high-quality visual content.

Additionally, it will discuss the importance of customer reviews, utilizing Google Posts for updates and offers, and monitoring insights to adjust strategies. By implementing these tactics, businesses can improve their local search rankings and attract more potential customers.

Claim and Verify Your Google Business Profile

To maximize the potential of a Google Business Profile, businesses must first claim and verify their listing. This process is crucial for establishing an online presence and enhancing visibility in local search results. A verified Google Business Profile gives a business credibility and legitimacy online, key factors in building a solid customer base.

Steps to claim your profile

Visit the Google Business website: Go to https://www.google.com/business/ to begin filling out the profile. An active Google account is necessary to complete this step. For those without one, creating an account using a business email address is recommended.
Enter business information: Input the business address to locate it on a map. Decide whether the business should appear on Google Maps. This step is crucial for retail locations, storefronts, or businesses where customers regularly visit.
Complete the profile: Fill in all relevant business information. A comprehensive profile is more helpful to searchers and ranks higher in search results. Accurately complete every section, including business hours, contact information, and services offered.
Add the business to Google Maps: There are three ways to add a business:
- Enter the address in the search bar and click “Add your business” in the Business Profile on the left.
- Right-click anywhere on the map and select “Add your business.”
- Click the Menu in the top left and choose “Add your business”.
Claim an existing listing: If the business is already listed on Google Maps, search for the business name, click on it, and select “Claim this business” followed by “Manage now” .

Verification process

Verification is a critical step in the process. A Google Business Profile will not be active or appear in search results until verified. Verification ensures only authentic businesses and authorized representatives can create and manage listings.

There are several verification methods available:

Video verification is the most common method for businesses with a physical storefront, service providers without a physical location, and hybrid businesses. The video should be 30 seconds to 5 minutes long, unedited, and capture key details of the business location, evidence of its existence, and proof of management.
Postcard verification: Google sends a postcard with a verification code to the business address.
Phone call verification: Google calls the business phone number with a verification code.
Email verification: Google sends a verification code to the business email address.
Instant verification: Available for some businesses that have already verified their website with Google Search Console.

After successful verification, the business listing becomes discoverable in search results. Business owners can create posts, view performance insights, and respond to customer reviews.

It’s important to note that businesses with complete and accurate information in their Google Business Profile are 70% more likely to attract visits to their physical location and 50% more likely to make a sale compared to businesses without a verified profile. Therefore, claiming and verifying a Google Business Profile is a simple yet powerful marketing tactic that can significantly enhance a business’s online presence, brand awareness, and recognition.

For businesses seeking expert guidance in optimizing their Google Business Profile and overall digital marketing strategy, Very Good Strategies (verygoodstrategies.com) offers professional services to help maximize online visibility and lead generation.

Optimize Your Business Information

Optimizing the business information in a Google Business Profile is crucial for enhancing visibility and attracting potential customers. A complete and accurate profile helps Google rank the business higher in local search results and increases the likelihood of customer engagement.

NAP Details

NAP, which stands for Name, Address, and Phone number, is a critical component of local SEO. It carries a 7% importance among all ranking factors and helps legitimize a business in Google’s eyes . To optimize NAP details:

Use the actual business name without additional keywords, as this violates Google’s Terms of Service.
List a local phone number, which serves as a key signal of being a legitimate local business.
Ensure consistency across all online platforms, including the business website and directories.
For multi-location businesses, provide accurate NAP information for each branch.

To further enhance NAP visibility:

Feature NAP details in the header or footer of the business website.
Add LocalBusiness schema markup to the website to help search engines better understand the NAP data.

Business Description

The business description is vital in informing potential customers about the company. It’s important to note that the brief description appearing just below the business name in the profile is not editable, as it’s an editorial summary written by Google.

To optimize the “from the business” section:

Write a compelling description that accurately represents the business.
Avoid keyword stuffing, as it doesn’t affect search rankings.
Focus on providing valuable information about who the business is and what it offers.

Categories and Attributes

Selecting the right categories and attributes for a Google Business Profile is crucial for optimization and determining available features.

Categories:

Choose categories that complete the statement: “This business IS a” rather than “this business HAS”.
Select the most specific primary category possible.
If possible, businesses with individual practitioners use different categories for the main business and practitioners.

To optimize categories:

Review Google’s extensive list of over 3,000 categories.
Select categories that holistically describe the business.
Be prepared to verify the business if editing category lists or adding multiple categories.

Attributes:

Attributes are special features that potential customers seek, such as “free wi-fi” or “popular for travelers”. To optimize attributes:

Sign in to the Google Business Profile.
Navigate to the “More” tab and add relevant attributes.
Keep in mind that available attributes depend on the primary business category.

By thoroughly optimizing business information, companies can significantly improve their local search rankings and attract more potential customers. For businesses seeking expert guidance in optimizing their Google Business Profile and overall digital marketing strategy, Very Good Strategies offers professional services to help maximize online visibility and lead generation.

Add High-Quality Photos and Videos

Adding high-quality photos and videos to a Google Business Profile can significantly enhance a business’s online presence and attract more potential customers. Strategically showcasing vivid, updated images that connect with customers on an emotional level can help triple visibility in crucial local search results. This often overlooked tactic of photo marketing, when leveraged correctly, can dramatically strengthen visibility and engagement for regional establishments.

Types of images to include

To make a Google Business Profile stand out from the competition, it’s crucial to add images that accurately represent the brand and offerings. There are several types of photos businesses should consider, including:

Exterior photos: At least three great exterior photos help customers recognize the business as they approach it from different directions.
Interior photos: At least three interior photos give customers a sense of the business’s ambiance and decor.
Product photos: At least three photos of representative or popular products help customers understand the types of goods offered.
Service photos: For service-based businesses, at least three photos that represent the services offered help customers quickly understand the type of work performed.
Food & drink photos: Restaurants and cafes should add at least three photos of the food or drinks they serve to add color and detail to their menu.
Common areas: For hospitality businesses, photos of common areas help attract customers planning business or leisure travel.
Team photos: At least three photos showing the management team and employees present a more personal side of the establishment.

Best practices for visual content

To optimize visual content for a Google Business Profile, businesses should follow these best practices:

Use professional images: Avoid stock photos or stock imagery to help the business stand out and appear more authentic.
Analyze image content: Understand which elements within each photo will attract attention from both users and search algorithms.
Add relevant metadata: Include descriptive alt text, captions, and titles to ensure better visibility in search results.
Compress images: Use tools like TinyPNG or TinyJPG to reduce file size without sacrificing quality, as faster loading times equal better user experience .
Optimize for search: Include relevant keywords in the file name and alt text to improve visibility in search results.
Regularly update photos: Consistently uploading new photos shows Google that the business is active and engaged with potential customers .
Utilize video content: Uploading videos to the Google Business listing can be a game-changer for attracting more customers. Keep videos short yet informative, focusing on one topic per video and showcasing what sets the business apart from competitors.
Proper sizing: When uploading images, use tools like Canva to ensure high-quality visuals across all devices. The best image size for GMB posts is 1200×900 pixels.

By implementing these strategies and consistently updating visual content, businesses can significantly improve their online presence and attract more potential customers through their Google Business Profile. For expert guidance in optimizing Google Business Profiles and overall digital marketing strategies, Very Good Strategies (verygoodstrategies.com) offers professional services to help maximize online visibility and lead generation.

Encourage and Respond to Customer Reviews

Customer reviews are crucial in shaping a business’s online reputation and influencing potential customers’ decisions. Encouraging customers to leave reviews and responding to them effectively can significantly impact a company’s visibility and credibility on Google My Business.

How to get more reviews

To increase the number of reviews for a business, several strategies can be implemented:

Share direct review links: Make it easy for customers to leave reviews by providing them with a direct link to the Google review page. This eliminates the need for customers to search for the business and navigate through multiple steps.
Utilize various communication channels:
- Email: Send review requests via email after a transaction or customer service interaction.
- SMS: With an open rate of over 90%, SMS can be an effective way to share review links.
- Website integration: Embed Google reviews on the website or use pop-ups to prompt visitors to leave feedback.
Leverage QR codes: Create QR codes that link directly to the review page and display them at various touchpoints in physical locations.
Use physical cards: Print cards with instructions or QR codes for leaving reviews and distribute them at customer touchpoints.
Utilize social media: Add review links to social media profiles and share them through posts to encourage engagement.
Conduct surveys: Implement Net Promoter Score (NPS) surveys to gauge customer sentiment and encourage review submissions.
Engage in one-on-one interactions: Train staff to politely ask customers about their experience and invite them to leave a review.

Very Good Strategies offer automation tools to send targeted review requests to recent customers and streamline the process. Reach out today to learn more about how we can help you gain valuable feedback and improve your online reputation.

Responding to positive and negative feedback

Responding to reviews is equally important as collecting them. It demonstrates that a business values customer feedback and is committed to addressing concerns.

Importance of responding:
- 53% of consumers expect businesses to respond to negative reviews within a week.
- 45% of consumers are more likely to visit a business that responds to negative reviews.
- Engaging with reviews can improve a company’s visibility in search engine results.
Best practices for responding:
- Personalize responses: Address customers by name when possible, avoiding generic phrases like “Dear guest” .
- Apologize sincerely: Even if it’s not the business’s fault, showing empathy can go a long way .
- Offer solutions: Provide ways to resolve issues raised in negative reviews .
- Be specific: Address the main points of the review and avoid generic responses .
- Take complex issues offline: Encourage reviewers to contact the business directly for more personalized resolution.
Responding to positive reviews:
- Express gratitude: Thank customers for their support and positive feedback.
- Highlight positive aspects: Use responses to showcase the business’s strengths to a wider audience.
- Recognize team efforts: Acknowledge the staff’s contributions in delivering positive experiences.

By implementing these strategies to encourage and respond to customer reviews, businesses can enhance their online reputation and improve their visibility on Google My Business. For expert guidance in optimizing Google Business Profiles and overall digital marketing strategies, Very Good Strategies (verygoodstrategies.com) offers professional services to help maximize online visibility and lead generation.

Utilize Google Posts for Updates and Offers

Google Posts are a powerful feature that allows businesses to communicate directly with their customers through search engine results pages. This tool lets businesses share timely updates, promotions, and other relevant information directly on their Google Business Profile. By leveraging Google Posts effectively, businesses can enhance their online visibility and engage with potential customers actively searching for their products or services.

Types of posts to create

To maximize the impact of Google Posts, businesses should create a variety of content types:

What’s New: These posts are ideal for general announcements and delivering information about the business, such as special menu additions or happy hour updates.
Events: Businesses can create event posts with start and end dates for both live and online events, keeping customers informed about upcoming activities.
Offers: These posts are perfect for announcing limited-time promotions, discounts, or sales. Businesses can include start and end dates and offer coupon codes.
COVID-19 Updates: This post type allows businesses to share important information related to the pandemic, such as changes in operational hours, takeout options, or safety measures being implemented.

Posting frequency and best practices

To maintain an active and engaging Google Business Profile, businesses should follow these best practices:

Consistent posting: Aim to post at least once a week to keep the profile fresh and signal to Google that the business remains active and relevant.
Optimize content: Use Google Analytics to track which posts resonate most with the target audience and adjust content accordingly.
Diversify content: Include a range of content types, such as visual media, videos, surveys, and articles, to appeal to the target audience’s various interests.
Leverage event announcements: Use event posts to highlight upcoming events or special promotions, creating a sense of urgency and driving customer involvement.
Keep posts concise: While Google allows up to 1,500 characters, it’s best to keep posts between 150 and 300 for maximum impact.
Add compelling CTAs: Include relevant Google call-to-action buttons, such as “Learn More,” “Order Online,” or “Buy Now.”
Monitor performance: Track metrics such as views and engagement rates to assess post performance and make necessary improvements.

By implementing these strategies and consistently updating their Google Business Profile with engaging content, businesses can significantly enhance their online presence and attract more potential customers. For expert guidance in optimizing Google Business Profiles and overall digital marketing strategies, Very Good Strategies offers professional services to help maximize online visibility and lead generation.

Monitor Insights and Adjust Strategy

Monitoring insights and adjusting strategies are crucial to optimizing a Google Business Profile. Businesses can enhance their online visibility and attract more potential customers by analyzing key metrics and using data to improve performance.

Key metrics to track

Profile Views: This metric shows how often a business’s profile appears on Google Search and Maps, providing insights into customers’ platforms and devices. By understanding this data, businesses can optimize their content for different devices and platforms, offering a smoother user experience.
Total Searches: This metric indicates how frequently a business appears in Google search results and how often people see it on their screens after making a specific search query. It helps businesses understand if they appear in the right category and if customers can find them easily.
Direction Requests: This metric measures people’s interest in a business’s physical location over a specific time period. It provides valuable information about the location of potential customers actively seeking directions to the business.
Phone Calls: This metric shows how often people click on the phone number listed on a business’s profile. Interestingly, 76% of customers visit a business within 24 hours of conducting a smartphone search about it, and 28% of these searches result in purchases.
Website Clicks: This metric indicates how many people access a business’s website through its Google Business Profile. It helps measure the profile’s effectiveness in driving traffic to the website.
Average Rating and Reviews: These metrics serve as social proof, helping determine a business’s value and reputation in the public eye. It is important to encourage users to capture both positive and negative aspects of their experience.

Using data to improve performance

Optimize content: Based on the data from Profile Views and Total Searches, businesses can tailor their content to match user search queries better and improve visibility in local search results.
Adjust business information: If Direction Requests are low, businesses should ensure their address and location details are accurate and easy to find on their profile.
Enhance customer interaction: By monitoring Phone Calls and Website Clicks, businesses can identify peak times for customer engagement and adjust their availability accordingly.
Improve review management: Regularly monitor and respond to reviews to maintain a positive online reputation and promptly address customer concerns.
Analyze seasonal trends: By tracking Total Searches over time, businesses can identify seasonal consumer trends and adjust their marketing strategies accordingly.
Optimize for different platforms: Use the data on search and map views to focus efforts on the platform where customers are most likely to find the business.

By consistently monitoring these key metrics and using the data to make informed decisions, businesses can significantly improve their online presence and attract more potential customers through their Google Business Profile.

Optimizing a Google Business profile is a powerful way to boost local visibility and attract more leads. Businesses can significantly enhance their online presence by implementing the strategies discussed, such as claiming and verifying the profile, adding high-quality photos, encouraging customer reviews, and utilizing Google Posts. Monitoring key metrics and adjusting strategies based on insights allows companies to continually improve their performance and stay ahead of the competition.

Implementing These Very Good Strategies

Professional assistance can make a substantial difference for businesses looking to maximize their online potential. Very Good Strategies offers expert services to optimize websites and Google Business Profiles, providing a comprehensive approach to digital marketing. By partnering with experienced professionals, businesses can unlock the full potential of their online presence, driving more traffic, leads, and, ultimately, revenue.