How To Optimize Google Business Profile as a Marketing Tool

 How To Optimize Google Business Profile as a Marketing Tool

What is a Google Business Profile?

A Google Business Profile, also known as GBP, is a completely free tool from Google. This tool allows businesses to manage their presence on Google, whether that is from a Google search, all the way to Google Maps, it allows for businesses to update it with accurate information to keep customers, improve customer satisfaction, and also improve visibility in local search to find the business on the maps easier. 

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Why is Having a Google Business Profile Important?

In my previous blog, I talked about the importance of SEO. Having a Google Business Profile plays a big role in this section as well. According to Optimize5, they say that "Google prioritizes relevant local businesses in search results, and a well-optimized Google Business Profile acts as a powerful signal to search engines that your business is relevant, trustworthy, and caters to local needs. This significantly improves your chances of appearing in local search results for relevant keywords, driving organic traffic and potential customers to your business."

How to Optimize GBP as a Marketing Tool

Semrush, a tool that breaks down businesses' websites and tells them what to improve on, has given a very detailed breakdown of some tips to optimize GBP and get the most out of it. Below is a brief summary of each tip they have listed for businesses to maximize this free tool. 

1. Write an Engaging, Keyword Friendly Business Description - When a person types in a business on Google, the first thing they see is the name of the brand. The second thing they see is a short description of the business. For this description, the business has to come across as professional, however, they need to make sure they have some personality in the description as well so it doesn't sound boring and turn the consumer away. There is a maximum character limit of 750, so businesses have plenty of space to make an engaging, yet professional description of their business. 

2. Include Strategic Keywords - This plays into the business description, within a business description, they also need to think about how a search engine will respond to it. If a business has a very broad description, the search engine will not think it is special, but if they have strategically selected keywords that highlight their business and what they do, they will start to have a better Google Business Profile. 

3. Set Up Direct Messaging - Engaging with customers is something that is a critical factor for businesses. On GBP, there is a feature that allows customers and potential customers to contact the business directly with questions about anything they have. If businesses are able to respond to those people who ask questions within a specific timeframe, then it shows that the business values their customers and creates a feeling of belongingness. Below is an image of what the feature looks like:

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With his feature, businesses can also turn on automated replies to frequently asked questions. Most consumers will not know it is an automated reply, but it saves the business time. Additionally, you can add customer messages, with examples that say "We are currently away, however, we will get back to you as soon as we can".

4. Add Compelling Photos that Represent Your Brand - Whether a business is just posting photos, or trying to sell a product, posting high-quality photos can be key for businesses. Photos are something that attracts consumers' eyes very quickly and often makes them want to explore the website if they like the picture. When businesses are posting on GBP, they need to make sure they post many different types of pictures for a large variety. They also need to make sure they post frequently with pictures that showcase the business's unique features. 

My Thoughts on Google Business Profiles

Google offers this feature at no cost but businesses must invest their time and effort into its setup and ongoing maintenance. Businesses that include precise business information along with high-quality images and frequent updates in their profiles enable potential customers to discover them more easily through Google Search and Maps.

Google Business Profiles provides businesses with the tools to communicate directly with their audience through review responses, customer inquiry answers, and important update shares. Through this type of interaction, businesses establish trust while gaining credibility and simultaneously boosting their brand reputation. An optimized profile enhances a business’s local SEO which boosts its chances of appearing in search results when potential customers seek related products or services nearby.

Utilizing Google Business Profiles represents an intelligent method to reach new customers while building a robust online presence and expanding a business at minimal expense for maximal effect.