As a small business owner, I know how important it is to get found online by customers searching locally. When I first started my cafe a few years ago, I didn’t realize how critical optimizing my Google Business Profile would be for driving new foot traffic through the door.
Like many new entrepreneurs, I rushed through setting up my GMB profile without taking the time to fully complete and optimize it. As a result, my business struggled to gain traction in local search results. It wasn’t until I decided to dig deeper into GMB optimizations that things really started to turn around for my cafe.
In this article, I’ll share some of the key lessons I’ve learned about using Google Business Profile to boost a small company’s local SEO. From filling out essential profile details to advanced engagement tactics, I’ll explore practical optimization strategies that can help take your business to the next level. My hope is that this post saves you some of the trial and error I went through early on. So let’s get started with exploring the basics of Google My Business optimization…
What is Google Business Profile and Why it's Important
Google Business Profile, often referred to as GMB or Gooogle My Business, is a free tool provided by Google that allows any local business to claim and verify a listing on Google Search and Maps. Through a GMB profile, businesses can provide important information like business name, address, phone number, services offered, photos, and more.
As someone who has relied heavily on GMB to attract customers, I can confidently say that a complete and optimized listing is absolutely crucial for any local business looking to succeed online. Here are a few key reasons why:
Local Customers Are Searching. Did you know over 3 million local searches happen on Google every minute? That’s over 250 million local searches per day globally. If customers can’t easily find your business through a local search, you risk missing out on valuable new clients.
GMB Boosts Local Rankings. Google’s algorithms are designed to prioritize businesses with complete, claimed, and optimized GMB profiles in local map and organic search results. This makes it much more likely that potential customers will find and choose your business.
Reviews Drive Credibility. Nothing builds trust like social proof from other customers. By encouraging reviews on your GMB profile, you give future customers the confidence to choose your business. In fact, one study found businesses with a 4.5-star rating or higher on GMB saw a 26% increase in calls.
So in summary, a strong Business listing is essential real estate for any local company looking to get found online. The payoff of optimized profiles is just too great to ignore.
Setting Up Your Google My Business Profile
Setting up your initial GMB profile only takes a few minutes, but it’s an important first step that can’t be overlooked. Here’s a quick overview of what’s involved:
Create a Google My Business Account
To get started, head to google.com/business and log in with your Google account. If you don’t have one already, it’s easy to sign up.
Add Your Business Information
On your dashboard, claim your business listing by entering the name, category, address and phone number. Be sure to include any additional details like a website or services offered.
Verify Your Listing
Google will then ask you to verify that you own the business. This helps prevent fraud and ensures the listing is accurate. Common verification methods include posting a code on your website or providing documentation.
While simple, these initial setup steps are crucial. As the owner of a local cafe, I once made the mistake of rushing through this process without double checking details. It wasn’t until a customer pointed out my hours were wrong that I realized my oversight! Take the time to enter information carefully – it will save headaches down the road.
Optimizing Your Google My Business Profile
Now that the basics are in place, it’s time to optimize your profile for maximum impact. Think of this as the difference between just having a listing versus having one that truly attracts customers. Here are some tips:
Complete All Sections
Leave no stone unturned when filling out your profile. Customers benefit from all the information, so take the time to fully describe your business.
Use Relevant Keywords
Carefully include keywords that local customers are searching for around your services, products or location. This can help boost your search rankings.
Keep Business Hours Updated
With many customers searching last minute, make sure your hours are accurate – including any temporary changes. Posting on holidays also avoids confusion.
Add High Quality Photos
Pictures say a thousand words, so upload beautiful shots of your interior, menu items, team – anything to give customers a feel of your brand through the screen.
Respond to Reviews
Addressing reviews shows customers you care. Respond to both positive and negative reviews to build trust – and don’t forget to ask happy customers to review you too!
Post on Your Profile Page
Share news, promotions, or just a peek behind the scenes to keep your listing top-of-mind and bring customers back time and again.
Add Products/Services
If you sell multiple items, utilize the catalog feature to showcase your full selection and make it easy for customers to find exactly what they need.
Engage with Questions
Customers love businesses that take the time to answer questions thoughtfully. It builds confidence in your customer service abilities.
Advanced Optimization Tactics
Taking your optimizations even further can really help your business stand out. Here are some advanced tactics I’ve found effective:
Utilize Attributes
Google allows you to select attributes like “kid friendly” or “wheelchair accessible” to better target your ideal customers.
Optimize Photos and Videos
Did you know videos and high resolution photos perform better? Take beautiful images that showcase your brand personality and products up close.
Monitor Insights and Analytics
Understand how customers interact with your profile by regularly reviewing insights. This can provide ideas for improvements.
Integrate with Your Website
Linking your GMB profile with your website allows customers to easily find your online presence, building trust in your legitimacy.
Consider Ads
While not mandatory, promoting your listing on Google can introduce your business to new customers outside your local area – a potential boon for growth.
Proper optimization takes time but pays off in increased visibility, sales, and customer satisfaction over the long run. Keep refining your profile for the evolving search habits of your local community. Their patronage will fuel your small business for years to come.
Maintaining Your Profile Over Time
A common mistake is optimizing your GMB profile once and then forgetting about it. Like any marketing channel, your listing needs ongoing care and feeding. Here’s how to keep customers engaged over the long run:
Refresh Stale Content
Periodically update your about section, hours, and other details to remain relevant as your business evolves. Customers appreciate the accuracy.
Post Consistently
Share new deals, events, products – anything to give customers a reason to re-engage with your page on a regular basis. I aim for 2-3 times monthly.
Respond to Reviews Timely
Nothing turns customers off like unaddressed complaints. Make responding top priority to build trust in your customer service.
Try New Optimization Tactics
Testing is key. Regularly experiment with optimizations like interactive polls, photos of the month – see what resonates best!
Monitor Insights Religiously
Understand shifts in traffic or engagement. This helps you refine your strategy and capitalize on what’s working.
With some effort upfront and maintenance over time, your GMB listing can deliver an ongoing stream of qualified customers to fuel small business growth for years to come.
Measuring Success and Next Steps
Now that you’ve put time into optimizing your GMB listing, it’s natural to wonder – is all this effort paying off? Here are a few ideas to help you tell.
Watch Those Website Clicks
One easy metric is tracking how many clicks are coming from your GMB listing to your website. Google Analytics can show this over time. Are you seeing steady increases?
Pay Attention to Calls and Directions
GMB insights provide data on phone calls and directions requests from your profile. More of these interactions are a good sign customers are taking action.
Monitor Reviews and Ratings
Positive reviews and a high star rating indicate return customers who are satisfied enough to recommend your business.
Check Foot Traffic Patterns
Pop into your physical store occasionally during busy search times and ask customers how they heard about you. You may be surprised how often “Google” is the answer.
Consider a Customer Survey
A quick poll can give valuable feedback on recognition of your digital marketing efforts and how customers prefer to engage with your brand online.
With data in hand, you’ll gain insights into what’s resonating and where you may need to double down on optimization strategies. Most importantly, thank reviewers – their input will only enhance your local presence!
Conclusion
When I first started my coffee shop, I’ll admit I didn’t fully appreciate the importance of optimizing our Google My Business listing. Boy, am I glad I took the time to learn! Proper setup and ongoing maintenance has helped our small business gain visibility in local search results. As a result, we’ve seen a huge spike in new customers through the door.
I hope sharing some of the tactics that worked well for us provides a helpful roadmap for other entrepreneurs. Remember – a little effort upfront and regular maintenance can pay big dividends by driving qualified leads directly to your business. If you’re still not convinced, give your GMB profile some TLC and see the results for yourself!
Wishing you the very best of success in optimizing your online presence and growing your small business. Please feel free to reach out if you have any other questions down the road.
