Unless you rely ENTIRELY on word-of-mouth, you must know your Google Business Profile is a key part of your business marketing arsenal. So, knowing how important GBP is, have you ever found yourself wondering how to give your profile the boost it deserves?
Well, you’re in for a treat because we’re going to provide you with the tips that can take your profile from zero to hero in less than 5 minutes!
Before we get started, I want to point out: there are tons of sections and things that are part of a GBP. These sections can be overwhelming to pay attention to and focus on when trying to optimize, but the truth of the matter is this: there are really only 5 things you need to really focus on and that will help improve your local search rankings.
That is what we’ll focus our attention on with this post.
The Power of a Business Name
Your business name is the first thing potential customers see when they do a search, especially in the local pack. But it’s more than just your business name, it’s also a potentially potent ranking signal.
Of course you need to keep your name accurate, but if possible, sprinkle in a keyword that reflects what you do or where you operate.
Instead of the bland “HVAC Pros”’ you might opt for something like ‘”HVAC Pros of Jacksonville.” Your business name is more than just a label; it’s a potential search term that can elevate your Google presence.
Let me be clear: I am not advising you to put additional keywords in your business name, but keywords in the business definitely improves GBP rankings. You should not stuff your name with keywords trying to game the system. Keyword stuffing or using fake names is against the Google guidelines and is considered spam. You want to make sure your name is an accurate reflection of your business, but when possible getting a keyword in there will certainly give you a boost.
Don’t believe me? Here’s an experiment we ran adding “City + Main Service” to a business name (FWIW, the actual business name has no valuable keyword in it)
Here’s 5 days after removing the modifiers and setting it back to just the branded/official name:
And here’s one month post-removal:
We’re not the only ones to do this experiment and get similar results. But just know that at any time Google can change your name based on their systems or from feedback (most likely from a competitor).
Categories – The Underestimated Hero
Categories might seem like a small detail, but they wield significant power in optimizing your Google Business Profile. Nail them down precisely to match your business.
This means selecting primary categories that accurately represent your core services or products. For instance, if you run a bakery, ‘Bakery’ needs to be your primary category.
But here’s where it gets interesting: don’t stop at just one category. Google allows you to select secondary categories (for a total of 10) that further define your business offerings. These secondary categories might not be as broad as your primary one, but they add depth and specificity to your profile. For our bakery example, secondary categories could include ‘Cake Shop’, ‘Cupcake Shop’ or ‘Wedding Bakery’ (amongst others).
Now, why does this matter? Well, let’s break it down:
Connecting the Dots: By selecting precise primary and secondary categories, you’re helping Google connect the dots between what you offer and what users are searching for. When someone searches for ‘custom cakes near me,’ and you have ‘Cake Shop’ listed as a secondary category, Google is more likely to display your business in the search results.
Standing Out: In a sea of businesses, proper categorization can make your profile a standout. It’s all about relevance. When users search for specific services or products, Google wants to deliver the most relevant results. By aligning your categories with user intent, you increase your chances of appearing in those crucial search results.
Casting a Wider Net: Secondary categories not only refine your profile but also cast a wider net for potential customers. Someone might not be searching specifically for a bakery, but if they’re looking for artisan bread or custom cakes, your business could still pop up in their search results.
Proper categorization is like giving Google a roadmap to your business. The more accurate and detailed your categories are, the easier it is for Google to steer potential customers your way. So, take the time to review and refine your categories—it’s a small tweak that can yield big results for your Google Business Profile.
Attributes – Adding Flair to Your Profile
What makes your business stand out from the competition? Don’t keep it a secret and don’t ignore this section of your profile!
The attributes section of your Google Business Profile is the perfect place to showcase what makes your business special. Whether you’re proudly women-led, offer free Wi-Fi, or family/kid-friendly options, these attributes add a layer of uniqueness to your profile.
Think of them as badges that differentiate you from the crowd and catch the eye of potential customers scrolling through search results or customers looking for some specific attribute.
Services – Showcase Your Offerings
Your services are not just what you offer—they’re your selling point, your bread and butter.
So, why keep them hidden? Shout them (metaphorically) loud and clear on your Google Business Profile!
Listing your services isn’t just about informing potential customers; it’s about telling Google what you excel at and gives Google a reason to rank your listing. When users search for specific services, Google wants to confidently recommend businesses that meet their needs. By listing your services in detail, you’re giving Google the info it needs to match your profile with the right searches, positioning you as the go-to business in your niche.
Often Google will add services to your profile automatically, but in some cases you are also able to add ‘custom services’ to your profile as well. If there are services you provide that do not show up automatically and you have the custom service option, you must use it to improve your service offerings!
Reviews – The Trust Builders
Last but certainly not least, the magic of reviews! Encourage your satisfied customers to leave positive feedback. More stars mean more trust, and trust translates to better rankings. Positive reviews act as virtual word-of-mouth, convincing potential customers that your business is the real deal.
Why Reviews Matter
Reviews are a critical component of your Google Business Profile. They not only influence potential customers but also play a significant role in Google’s ranking algorithm. The more positive reviews you have, the higher your business can rank in local searches. Reviews build trust and credibility, making it easier for potential customers to choose your business over competitors.
How to Request Reviews
Asking for reviews can be daunting, but it doesn’t have to be. Here are some effective strategies:
1. Timing is Key: Request reviews when the customer’s experience is still fresh. For example, ask for feedback immediately after a purchase or service.
2. Make It Easy: Simplify the process by providing a direct link to your Google review page. Include this link in follow-up emails, receipts, or on your website.
3. Personalize the Request: A personal touch can make a big difference. Address the customer by name and mention specific details about their experience to show that you value their opinion.
4. In-Store Requests: If you have a physical location, train your staff to ask satisfied customers for reviews. A friendly request at the end of a positive interaction can yield great results.
5. Follow-Up: If a customer hasn’t left a review after the initial request, send a polite reminder. Sometimes, people need a gentle nudge to take action.
How to Improve Review Quality
Quality reviews are more valuable than a high quantity of generic ones. Here’s how to encourage detailed and helpful reviews:
1. Ask Specific Questions: When requesting a review, ask customers to mention specific aspects of their experience. For instance, “Could you share your thoughts on our customer service or the quality of the product?”
2. Respond to Reviews: Show that you value feedback by responding to reviews promptly. Thank customers for positive reviews and address any concerns raised in negative ones. This engagement demonstrates your commitment to customer satisfaction.
3. Highlight Reviews: Feature positive reviews on your website and social media. This not only showcases your business’s strengths but also encourages others to leave their own reviews.
Handling Negative Reviews
Negative reviews can be challenging, but they also present an opportunity to improve your business and demonstrate excellent customer service:
1. Stay Calm and Professional: Respond to negative reviews calmly and professionally. Avoid being defensive or argumentative.
2. Acknowledge and Apologize: Acknowledge the customer’s concerns and apologize for any inconvenience caused. Even if the issue wasn’t your fault, showing empathy can help defuse tension.
3. Offer Solutions: Provide a solution or ask how you can make things right. This not only helps resolve the issue but also shows potential customers that you’re willing to go the extra mile.
4. Take It Offline: If necessary, suggest continuing the conversation privately via email or phone. This prevents a public back-and-forth and allows for a more personal resolution.
Incentivize Reviews Ethically
While it’s against Google’s policies to offer incentives for reviews, you can still encourage customers ethically:
1. Run a Campaign: Create a campaign highlighting the importance of reviews for your business. Share how reviews help you improve and better serve your customers.
2. Educate Customers: Let customers know how quick and easy it is to leave a review. Sometimes, people don’t leave reviews simply because they think it’s a hassle.
Quick Wins for Your Google Business Profile
In just a few minutes, you can significantly enhance your Google Business Profile by focusing on key areas like your business name, categories, attributes, services, and reviews. These quick wins can boost your local search rankings and attract more customers. By optimizing your profile, you make it easier for potential customers to find and trust your business.
Ready to take your Google Business Profile to the next level? Contact Dagmar Marketing for expert local SEO services and comprehensive Google Business Profile management. Let us help you shine on Google! 🌟
Brian Valentin
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