How to Set Up and Optimise Your Google Business Profile

There are so many ways to market your business online that can be hard to know where to start. Well, whatever else you’re doing, it’s always a good idea to set up a Google Business Profile!

Google Business Profiles (formerly Google My Business) are the secret weapon of every local marketer and digital marketing agency. A Google Business Profile (GBP) is totally free, and it’s a great way to boost your SEO so you show up higher during local searches. That’s important, because local SEO and local search are two of the best tools for small and local business marketing. In fact, 76% of people who conduct local searches will visit your physical store within 24 hours. So, maintaining a GBP makes sure your business can be found online, and that those searchers have a chance to become customers.

We’ve got a few tips on how to optimise your Google Business Profile so that it has an even bigger impact on your local SEO efforts.

How to Set Up A Google Business Profile

Setting up a Google Business Profile (GBP) is one of the best ways to market your business. Especially if you rely on local customers, having a GBP can help you be found online and strengthen your local SEO.

Getting your Business Profile started is simple and only takes a few minutes. You’ll need to:

• Create a Google Account. You can create a Google Account through their website. Remember to nominate that it’s going to be used to manage your business. Your Google Account can use an existing email address or it can be linked to a new Gmail address.

• Find your business. Head to the Business Profile Manager and select “Find and manage your business.” This tool lets you create a listing - or claim an existing listing - for your business. Simply type in your business’ name and follow the instructions to find or create your listing.

• If a Google Business Profile already exists. If this happens you’ll need to be given access by the profile’s owner. Simply press the “Request Access” button and fill out the form. If the profile owner doesn’t respond to the request in 3 days, you may have the option to claim the profile for yourself. If the owner refuses permission you can appeal the decision with Google. Otherwise you’ll receive an email letting you know that your request has been approved!

How to Verify Your Google Business Profile

Once you’ve created or claimed your GBP, you’ll need to verify that you’re the owner of the business. In most cases Google will send a postcard to your business address that you can use to prove you’re the owner.

But you don’t need a physical address to claim your GBP listing! There are plenty of small business owners who don’t have a customer-facing business address. For instance, if you work from home as a freelancer, you probably don’t want to list your house as your business location. That’s why Google also offers options for verifying by phone, email or video chat. To verify without an address, go to your Business Profile, click “Get Verified” and choose the option that works best for you.

How to Optimise Your Google Business Profile

You’ve created your listing, been verified as the owner and now you’re on the home stretch! Simply having a GBP can be a huge boost to your business. When filling out your profile there are a few things you can do to optimise your GBP and improve your local SEO:

• Use your real business name. Don’t be tempted to stuff your keywords or another name into your profile. Using your real business name makes you easier to find and keeps your local marketing consistent.

• Choose a specific business category. When choosing a category for your business, Google will offer a drop down list to choose from. Make sure to be as specific as possible. For example, you could choose “Pizza Restaurant” instead of “Restaurant” to narrow down what your business does specifically.

• Add an address or service area. The physical location of your business plays a big role in local search marketing results. If you don’t have a business address or don’t want customers showing up at your office, you can opt to list the areas you service instead.

• Write a description. It’s time to write a description for your business. You have 750 characters in total, with the first 244 being visible. This is the place to use the keywords you’re targeting, just be careful not to over-stuff keywords into this section. Your description should include a few of your most important keywords and services, but it needs to read and sound natural to the customers who’ll see it.

• Add pictures. People are very visually-driven, so having pictures of your location, employees and products is a good way to promote the business. Avoid using stock images though, genuine images and videos go over much better with customers.

• Include as much information as you can. The final thing to keep in mind is that the more complete your GBP, the better. Customers are 70% more likely to visit you and 50% more likely to consider buying from companies that have complete Google Business Profiles. Providing all the information people need in one place makes their lives a lot easier, and it makes them more likely to become dedicated customers!

Keep Your Google Business Profile Updated

Setting up your GBP is just one piece of the puzzle. You also need to keep your account up to date! An optimised and regularly updated Google Business Profile is one of the best tools you have for attracting customers and boosting your local SEO efforts. That means you need to update your GBP any time something changes. For example, if you change your opening hours (like during public holidays), move locations or build a new website, your GBP should be the first to hear about it!

You should also update your GBP with regular posts. Posting on your GBP is similar to posting on any other social media network and it’s a good place to update customers about your projects, products and any promotions you’re running. When you put it all together, posting and maintaining an optimised Google Business Profile is one of the most effective local marketing tools available.