If you’re looking to dominate local search results and drive more leads to your business, mastering Google Business Profile SEO is crucial. The map results are often the first and last place people check when searching for local services. A well-optimized Google Business Profile (GBP) ensures your customers can easily find you online – before they find your competitors.
In this guide, you’ll learn why GBP is essential for your marketing strategy, actionable steps to optimize your profile for maximum exposure, and even strategies to overcome the most common GBP issues.
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What is Google Business Profile?
Google Business Profile, formerly known as Google My Business, is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps. It enables local businesses to create and verify their business information, making it easier for potential customers to find them and learn about their services or products.
In addition to basic information, Google Business Profile offers several features to help local business owners engage with customers and enhance online presence. You can post updates, share photos and videos, respond to customer reviews, and provide answers to frequently asked questions.
Why Google Business Profile Matters For Your Marketing Strategy
Google Business Profile is essential for enhancing local visibility and driving qualified leads.
When potential customers search for services in your area, a fully optimized GBP increases your chances of appearing in the Local Pack, the prominent map and list of businesses at the top of Google search results. This prime position boosts your business’s visibility and attracts highly qualified traffic. Once found, a well-maintained profile builds trust and credibility, showing potential customers that your local business is legitimate and reliable, ultimately leading to conversions.
Without GBP you’re at a significant disadvantage to your competitors. When people search for local services they may not make it past the Local Pack which means if you’re not there, they’ll be calling one of your competitors.
When properly optimized, a GBP can get you in front of customers using navigational search terms. These are terms used to find a business offering services in a specific geographic area. For example, a MedSpa located in North Jersey may want to target queries like “MedSpa near me” or “MedSpa in Morristown, NJ.”
Here is what the Local Pack looks like for a query like that:
The further up you are on the list, the more engagement your Google Business Profile is likely to get from your target customer, making this a crucial part of your online customer acquisition efforts.
How to Set Up Your Google Business Profile
Setting up your Google Business Profile is a straightforward process and only takes a few minutes. Follow these steps to ensure your profile is properly set up and ready for further optimization.
Step 1: Sign In or Create a Google Account
First, you’ll need a Google account. If you don’t already have one, create a new account. Once you’re signed in, go to the Google Business Profile website and click on “Manage now.”
Step 2: Enter Your Business Name
Type in your business name. If it appears in the dropdown menu, it means a profile might already exist, and you can claim it. If not, click on “Add your business to Google.”
Step 3: Choose the Right Business Category
Select the category that best fits your local business. This helps Google understand what your business offers, whether it’s healthcare, law services, a medical spa, or something else entirely, and it ensures your profile appears in relevant searches. If you’re not finding the exact category that best suits your business, choose the closest one. You can always change this later.
Step 4: Add Your Location
Enter your business address. If you don’t have a physical location but offer services in a specific area, you can list your service area instead. As a general rule, we recommend setting up your GBP with a business address instead of a service area, as this can enhance visibility in local search results and Google Maps for a specific location.
Step 5: Specify if You Offer Home Deliveries
If your business provides home delivery services, make sure to specify this in your Google Business Profile. Typically, we mark “no” for most of our clients.
Step 6: Fill in Your Contact Details
Provide your phone number and website URL. When you set the URL, be sure to use UTM tracking (a unique URL string that will allow you to know just how many people are clicking on your website, specifically through GBP). You can easily generate unique UTM tracking links with websites like this one, so you can gain insight into just how well your GBP is converting customers.
Step 7: Verify Your Business
Google requires verification to confirm that you are the legitimate owner of the business. You can choose from several verification methods, such as receiving a postcard by mail, phone call, or email. Follow the instructions provided to complete the verification process.
That’s it! Pretty straightforward. Once verified, you can start making optimizations that will be visible to your prospective clients.
How Google Determines Local Ranking
Understanding how Google determines local ranking is essential for optimizing your Google Business Profile effectively. Google’s local search algorithm considers several factors to decide which businesses to display prominently in local search results and on Google Maps. The three primary factors are proximity, relevance, and prominence.
Proximity: Exact Location Matters
Proximity refers to how close your business is to the location of the searcher. When someone searches for a service or product, Google prioritizes businesses that are physically near the searcher’s location. This means that if your business is closer to the searcher than your competitors, you have a higher chance of appearing in the local search results. This is why including a business location is so vital.
Relevance: Optimization Matters
Relevance indicates how well your Google Business Profile matches what the searcher is looking for. Google assesses the information in your profile—such as categories, business description, products, and services offered—to determine its relevance to the search query. This is where optimization comes into play.
Prominence: Authority Matters
Prominence refers to how well-known and reputable your business is, both online and offline. Google evaluates various factors to gauge your business’s prominence, including the number and quality of reviews, your website, and your presence on other websites.
High-quality backlinks, positive online mentions, and consistent business information across the web contribute to your business’s prominence. These essential factors are part of a search engine optimization (SEO) strategy that should be implemented for your website.
How to Optimize Your GBP So It Ranks in Local Searches
Optimizing your Google Business Profile is crucial for improving your ranking in local search. Simply setting up your profile is not enough to start getting more phone calls, online bookings, and qualified leads in the door. Here are several actionable strategies you can take to improve your online visibility and, ultimately, drive new business.
Completely Fill Out Your Profile
Ensure that every crucial section of your GBP is filled out completely and accurately. This includes your business name, address, phone number, website, hours of operation, services, and business categories. A fully completed profile provides more information for Google to use when determining search relevance, improving your chances of ranking higher.
Apply All Relevant Business Categories
Start with a primary category that best describes your business, and then add secondary categories that capture the full range of services or products you offer. This helps Google understand what your business does and match your profile with relevant searches.
Not sure what to choose? You can look at the categories of your competitors to get a better idea as to what’s working for them.
Include Important Keywords in the Description
Incorporate relevant keywords into your business description naturally. Think about what terms your potential customers might use to find your services and include these local search queries in a way that reads well. This improves your profile’s relevance for those search terms.
For example, a med spa may want to include relevant queries like ‘Botox’, ‘chemical peels,” ‘medspa’, and the city or township where their practice is located.
Set Up UTM Tracking on Your Website Link
As we mentioned earlier, adding UTM tracking parameters to the website link in your GBP helps with tracking traffic from the local map results to your website. This will help you gain important insights into how well your Google Business Profile optimization strategy is working, and what you could potentially improve.
Add Products to Showcase Your Services
Use the “Products” feature to showcase your services or products directly on your GBP. Include detailed descriptions, prices, and images for each product or service. This not only provides more information to potential customers but also can help boost customer engagement. A longer time on your profile is a good user signal in Google’s eyes, meaning the more someone clicks on different items of your profile, the more likely your listing is to see a jump in ranking.
One note: You will see a services section in your profile.
While you should be sure to add your services here, including these will do nothing for user engagement. They don’t show on the front end of your profile. Because of this, you’ll also want to add your services to the products section, even if your business is service-based. These will show on the front end of your profile, making it easier for users to engage with.
Upload a Variety of Photos
Upload high-quality photos that represent your business well. Include pictures of your storefront, interior, products, services, and team members so you can best represent your business to potential customers. While you don’t need to hire a professional photographer or have an expensive camera to get images that look appealing, doing so wouldn’t hurt.
The most important thing to remember is that this will often be a customer’s first touchpoint with your business, so you’ll want to ensure your brand is well-represented through the imagery on your Google Business Profile.
Fill Out the Questions & Answers Section
Utilize the Questions & Answers section to address common queries about your business. You don’t have to wait for someone to submit one; You can add frequently asked questions yourself and provide thorough answers. Be sure that your answer directs them to your website for more specific information in order to boost user engagement.
If you’re unsure of what questions to include, the “People Also Ask” section on the Google SERPs is a good place to start. For example, these are the questions that generate for the query “MedSpa in Morristown, NJ.” Google has identified these as highly relevant to the specified search query, meaning that your target audience is likely looking for similar information when looking at your GBP.
Respond to All Reviews (Even the Bad Ones)
Regularly monitor and respond to all customer reviews. Responding to positive reviews shows appreciation while addressing negative reviews demonstrates excellent customer service and your willingness to resolve issues. This engagement not only builds trust but also contributes to your profile’s prominence in the search results.
Avoid These Top 3 GBP Pitfalls
While optimizing your Google Business Profile can significantly enhance your local search ranking, it’s essential to avoid common mistakes that can undermine your efforts. Here are the top three pitfalls we see businesses fall into all the time.
Keyword Stuffing Your Title
Keyword stuffing involves overloading your business name with keywords in an attempt to rank higher in local results. For example, instead of listing your business as “John’s Plumbing,” you might be tempted to name it “John’s Plumbing – Best Emergency Plumbing Services.” This practice can lead to your profile being flagged or suspended by Google.
Instead, keep your business name accurate and reflective of your actual brand name. Use other sections of your profile, like the business description, to incorporate relevant keywords naturally.
Uploading Stock Photography
Using stock photos for your Google Business Profile might seem like a quick and easy solution, but it can harm your credibility. Stock photography sticks out, rarely ever looking authentic unless editing is involved. Generic photos do little to build trust with potential clients.
Potential customers want to see real images of your business. Upload high-quality, original photos of your storefront, products, services, and team.
Putting Too Much Value on Posts
Posts on GBP are temporary and disappear after a week or so, which means they won’t have a long-lasting impact on your profile’s visibility. We haven’t seen posts move the needle when it comes to engagement, ranking, or conversions. Your time is more valuable spent on other forms of optimization we mentioned above. However, these can still be valuable for time-sensitive announcements, like a new location opening, new services offered, or limited-time specials.
KPIs That Actually Matter for Google Business Profile
Tracking the right Key Performance Indicators (KPIs) is essential to measure the success of your Google Business Profile and to know where you may need further optimization. Below are the KPIs we track for our clients.
- Website Clicks (Traffic): This is the number of users clicking through to your business website from your GBP. This is why UTM tracking is crucial. Our SEO team uses Google Search Console to track this data across time.
- Phone Calls: Assess the effectiveness of your profile in generating customer calls and leads. Measure it month by month to start.
- Reviews and Ratings: Track the number of customer reviews. If you have a lot of reviews and a good score, you can use this elsewhere, like on your website, as a form of social proof to showcase the value you provide to customers.
How To Address Common GBP Issues
Even with a well-optimized Google Business listing that avoids all the pitfalls mentioned above, you can still run into issues that are detrimental to your profile’s performance. Here are some common problems we see with GBPs and how we resolve them for our clients.
Your Account Got Suspended
This is one of the biggest issues (if not the biggest) you can run into with your GBP. If your Google Business Profile account gets suspended, it means that Google has temporarily disabled your business listing due to a violation of its guidelines or other issues. Disabled Google Business profiles don’t show up in search results, so you will be losing potential clients to your competitors.
Common reasons for suspension include:
- Inaccurate Information: Providing incorrect business details, such as a false address or phone number, can lead to suspension.
- Violation of Guidelines: Activities like keyword stuffing in the business name, multiple Google Business profiles for the same location, or inappropriate content can trigger a suspension.
- Suspicious Activity: Unusual activity patterns, such as sudden changes in business information or multiple ownership requests, can also result in suspension.
To resolve this issue, start by identifying the reason for the suspension. The initial notification from Google regarding your suspension should have a reason. Once you know whether it was incorrect info or a keyword stuffed title you can take the necessary steps to resolve the issue.
Once the necessary corrections are made, submit a reinstatement request through the Google My Business Help Center. After submitting the request, be patient, as the reinstatement process can take some time. If you don’t receive a response within a week or so, follow up to ensure your request is being processed.
You Got a Negative Review
While not as serious as a suspension, negative reviews can still have an impact on your business. Negative Google reviews have the potential to turn away prospective clients, especially if not handled properly.
As we mentioned above, if you receive a valid negative review, be sure to respond. Approach the situation professionally and empathetically. Acknowledge the customer’s concerns and offer a solution or invite them to contact you directly to resolve the issue.
However, if you believe a negative review violates Google’s review policies, you can request its removal by flagging it as inappropriate. For example, if a reviewer was never a client, or has a conflict of interest (like a previous employee), you may be able to get the review removed.
To flag a review as inappropriate, go to your Google Business Profile, find the review in question, click on the three-dot menu next to the review, and select “Flag as inappropriate.” Provide a detailed explanation of why the review should be removed, citing specific policy violations such as spam, offensive language, or false information.
After submitting your request, monitor the status and follow up if necessary, but keep in mind that Google ultimately decides whether the review will be taken down. We’ve had clients who were stuck with negative reviews that seemingly broke Google’s guidelines. In this case, we advise clients to respond just like you would with any other negative review and respond in a professional and empathetic manner.
An Unknown Person is Requesting Ownership
Receiving a notification that someone you don’t know is requesting ownership of your Google Business Profile can be alarming, especially when you learn they can actually gain access if you don’t deny it.
It’s a simple fix — deny the request and if you need to, contact Google support for additional help. The worst thing you can do in this situation is ignore it.
Competitors Aren’t Following GBP Rules & Regulations
When you notice competitors aren’t adhering to Google’s guidelines, especially when you are, it can be frustrating. You may even notice some of these competitors outranking you in results with those keyword-stuffed titles you intentionally avoided. Don’t worry. There’s a way to address this too.
Start by documenting the violations. Gather evidence, such as screenshots or URLs, that clearly show the competitor’s rule-breaking behavior. Next, report these violations to Google by using the “Report a problem” feature on Google Maps or by contacting Google My Business Support directly. Provide the collected evidence and a detailed description of the issue. Google Support will take the appropriate action to flag or suspend the associated GBP if they are found to be breaking policies.
Most Common Questions We Get About Google Business Profile
Can You Have More Than One Listing If You Have Multiple Locations?
Yes, if your business operates in multiple locations, you can and should have a separate Google Business Profile for each location. This allows each branch to appear in local searches specific to its area, enhancing visibility and attracting more local customers. Make sure each listing has accurate and unique information relevant to its location, including address, phone number, and operating business hours.
Do You Have to Set a Physical Location?
While having a physical location is the most beneficial for local businesses, it’s not a requirement. If your business provides services directly to customers at their locations (such as a home cleaning service), you can set up your business listing as a service area business. This setting allows you to specify the geographic area you serve without displaying a physical address, helping you reach potential customers within your service range.
Do I Need a Website to Rank Well in Maps?
While having a website isn’t strictly necessary to rank well in Google Maps, it is highly valuable – especially in competitive markets. Other than phone calls, website clicks are one of the common forms of engagement a prospective client can take when interacting with your GBP. A website will help build trust with potential clients and boost engagement.
Additionally, having an optimized website provides Google insight into your business and its authority. The performance of your website in blue links also directly impacts your position in the Local Pack, so it’s vital to implement a strong local SEO strategy.
Don’t Let This Key Marketing Channel Go to Waste. Work With an Experienced SEO Company.
Your Google Business Profile is a powerful tool that can significantly enhance your local visibility and attract more customers. However, to fully leverage its potential, you need ongoing optimization and expertise. This is where an experienced SEO company can make a substantial difference.
Sagapixel is a digital marketing company that has helped clients across multiple industries show up first in the Local Pack. We know what works, and what doesn’t, and can apply it to your business for maximized results.
To get a GBP started from scratch or to optimize an existing one that’s just not pulling its weight, contact our SEO team today.
