How to Nail Local SEO Like a Pro with Your Google Business Profile
If you want your local business to be found on Google, then the best place to start is by setting up your Google Business profile. Trust me, it’s a game-changer for local SEO and boosting your online presence. In this guide, I’m going to show you how to set up your Google Business Profile and whip it in to shape so that you can unleash it’s full SEO-potential!
Why Local SEO Matters
Before we dive into the world of Google Business Profiles, let’s first check in with why local SEO should matter to your small business. Picture this: you own a cake making business in a suburban area that is just teeming with kids who will need birthday party cakes. You want to be the first business that pops up when mum or day search of “first birthday cakes near me”. Well, local SEO is the secret sauce that puts you right at the top of those search results.
It’s like having a free, customisable ad for your business right there on Google Search and Google Maps. You get to show off your contact info, opening hours, photos, and even reviews from happy customers. It’s the ultimate way to make an awesome first impression to your local customers.
Step 1: Get On the Google Business Profile Bandwagon
First up - you gotta be in it to win it. You can’t hope to show up in the local search results if you haven’t set up your Google Business Profile yet. From your computer, sign in to your Google Account (or create a new one, but if that’s the case, make sure you sign up with your business email domain). Once you’ve done that:
Go to “create a profile” and add your business name. You might be able to select your business from the list of suggested businesses as you type
If you get a message saying that someone has already verified your business, you will need to request ownership of the Business Profile
Next search for your business category - select the most relevant category for your business and don’t overdo it by choosing every category under the sun to cast a wider net.
Add your location - if you have a business storefront that is staffed during business hours, include your business address or position a marker on the map. If you are a service-based business, include the areas that you service, based on cities or postal codes. You can add up to 20 service areas.
Add your phone number and website URL and then click FINISH
You can then select a verification option (customers can only find your business profile on Google after you complete verification)
Quick tip: make sure that your business name on Google matches your real-world business name, otherwise Google may not verify your profile.
After you’ve finished your initial set up and verified your account, you can move on to the next steps and start adding more details.
Step 2: Showcase Your Business
Let your personality shine through!
Make sure to include a clear photo of your business logo (Ideally 250 x 250 pixels), and a killer cover photo (1080 x 608 pixels). Upload high-quality photos that showcase your business, including your space, your products and your team. Avoid the cringe-worthy photos. iStock called and they want their photos back!
Step 3: Craft a Killer Description
Don't let the description section be an afterthought. Far too many businesses do, so if you include a captivating and concise blurb about your business, keeping those local SEO keywords in mind, you’ll already be 10 steps ahead of your other local competition. Just be careful not to overstuff it with keywords - Google hates keyword spam as much as I hate soggy sandwiches.
Step 4: Get NAP-happy
Sadly, I’m not suggesting that you slump into bed for a nap (as tempting as that sounds), but in the world of Google NAP refers to your business Name, Address and Phone Number. It’s important to Google that these are consistent across any platform where they appear, so make sure they match what you display on your website (and then make sure if these details are listed anywhere else that they also match what’s on your website).
If you’ve got multiple business locations, you may want to consider creating dedicated profiles for each one to ensure they all have the correct NAP info.
Step 5: Rock the Reviews
Reviews are the online currency of trust. They make or break your online reputation, and even if you fear getting negative reviews (trust me, it happens to the best of businesses - hi Karen), it’s important to encourage customers to leave you a review on your Google Business Profile.
You should respond to any and all reviews - including the negative ones. See them as an opportunity to address any concerns, answer questions and show your 5-star customer service to other potential customers who might be reading your responses.
Step 6: Get Posting
Okay, I hear that moan… “not another profile to post on”! But, hear me out - your Google Business Profile is one that is definitely worth including in your content updates. You can easily share post updates, special offers and anything fun that’s happening within your business, like upcoming events. It keeps your profile fresh and engaging, and shows Google that you’re an active business. Posts can include text, photos, or videos, and you can include a specific call to action which is a major plus.
Posting once a week is usually sufficient, but many businesses post daily and have seen great results from this. You also don’t have to create new content for this platform, simply recycle what you’re already creating for other content platforms.
Quick tip: Posts more than 6 months old get archived unless a date range is specified. And posts that include a phone number might be rejected.
Step 7: Stay Up to Date
There is nothing more annoying than looking up a business’ opening hours, trekking the 30 minutes to their location, and then finding that they’re closed!
It’s suport important to keep your business hours updated (as well as any other information pertinent to your customers) to avoid disappointments. You can add your public holiday opening hours, as well as update your regular hours (or show that you’re closed over Chrissy).
Step 8: Use Insights Wisely
The “Insights” section of your Google Business Profile will show you exactly how your profile is adding to your business growth. You’ll be able to see if your customers are finding you through search or maps. Whether they’re engaging with your posts. Whether they found you by searching for your business name or for a product or service that you offer. And, what actions customers are taking once they do find you (visiting your website, requesting directions, calling you etc).
Use this knowledge to constantly improve your profile and stay ahead of the competition.
Go forth and conquer
Your Google Business Profile crash course has come to an end. If the ease of setting up - and optimising - your profile isn’t enough to get you started, just remember that one of the main reasons why you should take advantage of your Google Business profile is simply because few other small business owners are taking the time to do so. Far too many biz owners merely set their profile up, never to come back to it again. It’s an under utilised local SEO weapon, which gives you an easy, effective, and better yet - FREE - way to stand out in your local market.
So, are you ready to conquer your profile? Let me know how you go and if you start to see any improvements in your organic website traffic!
