Knowing that 9 out of 10 purchases start with a Google search, it’s important to focus on Google Business Profile (formerly Google My Business) to highlight your client’s online activity, products, services, and other valuable information. Optimizing their Google Business Profile (GBP) listings can put them in the best position to be found and convert motivated searchers into paying customers. Here are some simple tips for elevating your client’s online recognition with Google and helping them dominate local search.
Be meticulous with contact and product information.
GBP listings are the first image a customer has of a brand when searching for the business on Google. For discoverability, precise NAP (name, address, and phone number) information is essential across the web. Google crawls directory sites everywhere for this information. It would help if you added more than NAP and business groups to drive a proper reputation management strategy, too (like a quick company history blurb). The more information that appears on a GBP listing, the better.
Adding products and services is especially helpful if offerings are not made clear in the business name. Populating these sections also adds content to the profile that can help it rank for even more relevant searches. When adding products and services, include the name, description, and price (if applicable). The full description should pop up once a searcher clicks on the product and can even redirect them to another website with more in-depth specs.
Publish photos and Google Posts weekly.
Local searchers love to see pictures. According to Google, businesses with photos get 42% more clicks and requests for directions. You’re humanizing the brand when you upload pictures of a company – like the building, signage, products, services, team members, company activities (like volunteer work), etc. Be sure to use original photographs of a product or service and ensure they are all up to date.
Google Posts are another great way to encourage searchers to click through to your website or take other actions. The calls to action include “Book,” “Order Online,” “Buy,” “Learn More,” “Sign-Up,” and “Get Offer.” Without establishing these CTAs, it makes it much harder for searchers to request a specific service, and in turn, decreases the potential for your client to generate revenue from a new customer.
Encourage reviews and respond accordingly.
Reviews are one of the best ways to grow your GBP. Google knows that reviews have the strongest influence on consumer buying, which is a key ranking factor in their algorithm. They cost nothing but can exponentially raise your client’s business’ profile to organic searchers.
Clients will still have to do some form of outreach to encourage their customers to leave reviews. They can do so via email, postcard, or simply by asking them verbally to review their experience with you. No matter how they do it, review requests should encourage customers to be honest and detailed in their analyses. In the event of a negative review, do your best to reach out to those customers to apologize and empathize. Keep in mind that responding to positive reviews can be just as important as responding to negative ones.
Don’t update your client’s GBP listing once and forget about it. Update it weekly by adding new pictures, publishing a post, or responding to a new review. An updated profile with recent activity is more likely to rank higher than those that aren’t updated as frequently. Be sure to set aside at least 10 minutes a week to update and refresh your client’s listings. It’s certainly time well spent. (Pro tip: when using Locl, we’ll remind you when to make updates to listing information and even show you how much time you save!)
Locl equips 1000s of multi-location businesses in marketing agencies to win the trust of consumers with online location profiles that are accurate, consistent, and compelling. Talk to Sales!
