If you want to boost awareness of your business or bring local traffic into a new location, strengthening your Google footprint by optimizing your Google Business Profile can help. This improves not only your rankings but can also add your business location to search queries in the Local Pack on Google Maps. Let’s explore how to optimize your profile so your business can rank in local Google Maps listings.
Why Is Google Maps SEO Important?
Ranking in Google Maps is essential for businesses tailored to a local demographic. An optimized and completed Google Business Profile increases your chances of appearing in the Local Pack, significantly boosting visibility and click-through rates. This not only improves your local search rankings but also builds credibility with customers who are more likely to visit or contact businesses they can easily find and trust. In fact, 70% of online searches are more likely to result in a visit when a business has a complete profile.
What Affects Local Rankings?
There are three factors that determine Google’s search results:
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Relevance: To make your profile relevant to a potential customer’s search, including key information in your Google profile is crucial. Details like hours of operation, business category, and services will allow Google to produce a better showcase of your business to users. Take the time to also write a description and include images and even videos if possible.
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Distance: When a user conducts a search, Google factors in their location to determine which businesses to display. Google limits local searches to a 31 miles radius meaning if your business is outside this range, it may not appear unless the user specifies a geographical location. Additionally, if your business relocates to a new location, it's essential to update your business details promptly. Failing to do so can result in your business not showing up in the correct local searches.
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Prominence: Google will consider ratings and reviews when suggesting a business location to a user. A business that has higher ratings or a larger number of reviews will often get pushed above others, with the assumption that those businesses are more trustworthy! So, getting Google reviews for your business is an essential part of optimization.
How to Improve Your Google Business Profile SEO
1. Provide Accurate Business Information
To start building your business profile, you’ll need all the relevant information users are looking for. This includes business name, address, phone number, and hours of operation. It’s essential that this information is accurate so it should be updated regularly.
When creating or updating your business profile, you’ll be prompted to select primary and secondary categories, both have influence on your local SEO rankings. While secondary categories are optional, adding them can provide valuable context about your services or products. It’s also helpful to research these categories to see which are commonly used by competitors while describing your business properly. If you need help to claim a Google Business Profile, check out ZAG’s guide to claim your Google Business.
2. Optimize Your Profile Description
Google allows you to write a profile description, which gives you the opportunity to enhance your visibility. Here you can naturally integrate SEO keywords relating to your business or products. To identify keywords that customers may use when searching in certain locations for products and services, you can use services such as Keyword Planner, Semrush, or Ahrefs for keyword research.
Follow these tips to creating a Google Business Profile description:
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Avoid keyword stuffing. Google is looking for content that provides real value to the user.
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Provide a clear overview. Provide the overall picture of your business to help orient visitors and compel searchers to investigate further.
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Create a consistent tone. Align the tone of your description to match your brand while establishing a connection with users.
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Include relevant keywords. Be sure to include relevant keywords that people use to search for your products and services.
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Mention location.. Highlight something familiar about the local area to help people feel more comfortable visiting your location.
Here’s an example of a well-written description:
Aritzia is an international, innovative women's fashion retailer. Every season we create a unique collection of beautifully designed clothes that are trending, high quality and of good value. Our clothing, distinctive store design and personalized customer service are the core of what we do.
3. Include Local Photos and Video
Visuals are a great way to attract an audience, especially when showcasing a product. They not only verify that your listing is active, but boost your profile’s visibility and interactions. Business profiles with photos receive 42% more requests for Google Map directions compared to those that don’t.
Before uploading a photo or video, make sure to consider:
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Does this follow Google’s photo guidelines? Google recommends images sizes to be a minimum 720 x 720px in either JPG or PNG format.
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Are there a variety of photos and videos? Include images and videos of the storefront, interior, and products. Google prioritizes local imagery so don’t use any stock photography.
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Do the image/video names make sense? Replacing the randomly numbered file names with relevant keywords (ex. IMG_12.jpg replaced with main-st-hartford-credit-union.jpg) reinforces local relevance.
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Are these photos of products, events, or services up to date? Updating content regularly helps keep your profile fresh and relevant.
4. Encourage and Respond to Reviews
Managing both positive and negative reviews from customers brings value to their feedback. Google found that businesses with responses to reviews were considered nearly two times more trustworthy.
Follow these tips to get more trusted Google reviews:
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Directly ask satisfied customers either in person or through text or email
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Share the link to your business profile on your website and emails
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Utilize tools like Chatmeter to request a review after a purchase or service
To manage your Google reviews:
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Reply to all reviews thanking customers for their feedback in a timely and professional manner, for both positive and negative reviews
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For a bad review, try taking the issue offline and invite them to discuss it privately if needed
5. Post on Google Regularly
Just like Instagram, Facebook, and X, you can schedule and make regular updates to your Google profile! This is perfect for upcoming promotions, events, or general updates. While posting these updates, you can also post a select list of your products and services. This will make it easier for customers when searching for similar items to find your business – you might even be closer for them. All posts, products, services, and bookings can be managed directly in your Google Business Profile.
6. Q&A or FAQs
For curious users, adding frequently asked questions to your Google profile could address their concerns before they call or email. Answering these questions offers transparency and helps build trust. Typically, with Google’s Q&A, users would submit questions to your business and either you or other users would be able to address it. But rather than waiting it out, you can create a list of common questions then have other colleagues or friends post from their accounts, providing the opportunity to answer.
7.Schema
Schema is a type of code called structured data that communicates what’s on your web pages in a format that search engines can readily understand. These codes can be embedded in the HTML on the homepage, contact pages, and location pages. LocalBusiness schema highlights key details that most users would be searching for such as hours and the services offered at the location.
8. Embed Google Maps on Your Website
For location page(s) on your website, including an embedded Google Map can increase user experience and awareness. Users can discover your page and instantly get access to reviews of the location, directions, and more. This also helps Google deliver your site to local searchers more accurately.
Perfecting your Google profile can be difficult, especially if you don’t have the proper tools or resources to optimize it. If you want to discuss SEO services to optimize your Google Business Profile or website, reach out to chat with the team at ZAG.