The provided materials detail several aspects of optimizing a Google Business Profile (GBP) for improved local search visibility. These include the introduction of the GBP website builder, strategies for utilizing GBP posts, interpreting data from GBP Insights, and the critical importance of Name, Address, and Phone number (NAP) consistency. The data emphasizes the need for active management and accurate information within the GBP ecosystem to enhance a business’s presence in Google Search and Maps.
Google My Business Website Builder
Google launched a website builder within Google My Business to assist small businesses lacking a web presence. The data indicates that approximately 60% of small businesses globally do not have a website, and this tool aims to address that gap by offering a free, simple solution. While the website builder itself is free, obtaining a custom domain name requires a separate purchase through Google Domains. Using the default URL (yourbusinessname.business.site) may be less memorable for users and potentially impact ranking potential compared to a .com domain. The builder is designed to be mobile-friendly, allowing for website creation and editing from both computers and mobile phones.
Leveraging Google My Business Posts
Google Business Profile allows businesses to publish posts directly from their profile. These posts can take several forms: “What’s New” posts for general updates, event posts to promote upcoming occasions, and offer posts to highlight special deals and promotions. Best practices for these posts include regular posting (a minimum of 2-4 posts per month), the inclusion of high-quality images, the use of compelling copy between 150-300 words, and the strategic timing of posts to coincide with peak audience activity. Call-to-action buttons, such as “Learn More” or “Sign Up,” are also recommended to encourage engagement. Posts expire after six months and should be reviewed and updated regularly.
Understanding Google Business Profile Insights
Google Business Profile provides a built-in analytical tool called Insights, which tracks listing performance over time. Insights data is categorized into three main sections: “How Customers Find Your Profile,” “Where Customers Find You on Google,” and “Customer Actions.” “How Customers Find Your Profile” differentiates between Direct searches (users typing a business name or address) and Discovery searches (users searching for a category, such as “restaurants near me”). “Where Customers Find You on Google” breaks down impressions from Google Search (Search Views) and Google Maps (Maps Views), including both desktop and app impressions. The data suggests that businesses with a physical location, such as restaurants, should focus on optimizing their profile for Google Maps views. “Customer Actions” provides data on how users interact with the listing.
The Importance of NAP Consistency
Maintaining consistent Name, Address, and Phone number (NAP) information across all online platforms is crucial for local SEO. Discrepancies between NAP details on a business’s Google Business Profile, website, social media profiles, and other directory listings can result in penalties from Google. The data stresses the need for an “exact match” across all platforms. Embedding a Google Map on a business’s website, particularly on location-specific pages for businesses with multiple locations, is also recommended.
Category Selection and Business Description
Selecting the most relevant categories for a business is a frequently mentioned aspect of GBP optimization. Google offers over 4,000 categories, allowing businesses to choose one primary category and up to nine secondary categories. The data suggests that choosing appropriate categories significantly impacts a business’s visibility in relevant search queries. Businesses should also add category-specific services when applicable. The “From the Business” description section within GBP should be informative and engaging, as it represents a business’s first impression to potential customers.
Contact Details and Review Management
Accurate contact details, including phone number and website address, are essential components of a complete GBP listing. Responding to Google Reviews is considered a conversion factor, demonstrating to customers that a business values their feedback. Responses should be clear, helpful, and friendly, addressing customer pain points and potentially leading to revisions of negative reviews. Positive reviews serve as social proof, establishing credibility and influencing potential customers.
Conclusion
The available data underscores the importance of actively managing and optimizing a Google Business Profile. Key strategies include utilizing the free website builder (with consideration for a custom domain), consistently publishing engaging posts, monitoring performance through GBP Insights, and maintaining strict NAP consistency across all online platforms. Effective review management, accurate contact information, and thoughtful category selection further contribute to improved local search visibility.