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A Google Business Profile is more than a business listing on the world’s most popular search engine. It’s a vital marketing tool to get your business’s information in front of a huge potential audience.

To enjoy the full benefits of a Google Business Profile, you need to be extremely strategic about the content you include (or don’t include). Ready to attract more visitors to your Google Business Profile? Get started with this guide.

Why do you need a Google Business Profile?

It doesn’t matter if you’ve got a brick-and-mortar storefront or are running a freelance business out of your home office. If you want customers to be able to find you, a Google Business Profile (GBP) is a necessity. Here are the main reasons why you need to claim your free GBP listing:

• Grow your business. If you want to organically attract new customers, a GBP is one of the easiest ways to increase your reach. Customers are 70% more likely to visit your store or business website, and 50% more likely to consider an actual purchase, if you’ve got a GBP. A GBP is also one of the best ways to establish credibility; customers are 2.7 times more likely to view your business as reputable if they see a verified GBP.
• Get the most out of local SEO. Nearly half of all Google searches are locally focused. As a result, Google takes local intent into account with all search queries, prioritizing listings that are closest to the person searching. A Google Business Profile increases your chances of ranking high, so potential customers see you before your competitors.
• Access data for a winning marketing strategy. Your free GBP listing also comes with some pretty neat (and also free) analytics tools. Track your profile’s performance to see what keywords visitors use to find your profile, how many people are clicking through to your website, and much more.

9 tips for bringing more visitors to your Google Business Profile

Want to boost your GBP’s overall performance and bring in more customers? Here’s how to make sure your GBP ranks as high as it can.

1. Fill in as many details as possible

Take it from Google themselves. If you want to improve your local rankings, your profile needs to be as complete as possible. The more fields you answer, the better Google’s algorithm can optimize your GBP. Plus, the more detailed your GBP is, the wider net you cast in expanding your audience. In addition to all the logistical details, you can use your GBP to tell customers your business is accessible and LGBTQ+ friendly, letting customers know they’ll feel welcome before they arrive.

Even if your product or service is the best choice out there, you could lose business to competitors if they have a more complete profile. For every field of your GBP that you don’t fill out, that’s business lost to another organization that completed as many fields as possible.

Why does this matter? While local intent is an important ranking factor, so is relevance. This means Google tries to make sure all results relate as closely as possible to the user’s original search term. If you’re a local coffee shop that’s filled out the Primary Business Category but hasn’t added any Secondary Categories about your all-vegan offerings, other cafes with completed profiles will gain greater visibility in local search results. That’s true even if your business is geographically closer to the customer searching.

2. Keep your information accurate and up to date

Ensuring that all of the details on your GBP are correct is crucial. It starts with confirming that the most essential information — your NAP (name, address, and phone number) — is current and correct everywhere you use it, including your GBP. Nothing invites a negative review faster than a customer who couldn’t contact you when they needed your help.

Don’t forget to update this information if your business ever rebrands or relocates. Frequently updating your profile does more than provide customers with the right information, too. Google prioritizes profiles that are both accurate and active.

If your business hours ever change, make sure you remember to update them as well, whether permanently or temporarily. Even if your hours remain consistent most of the year, it’s easy to forget small exceptions like early closures for holidays. A potential customer who travels to your storefront for a last minute gift, only to find out you closed early despite your GBP saying you’re open, isn’t likely to return a second time. Luckily, Google makes this easy; you’ll likely get an email notification before major holidays asking if your hours are changing.

3. Verify properly

Once you submit your GBP for review, Google will ask you to verify your profile to ensure your business is a valid one. The method of verification will differ from business to business, but you might be asked to verify your information via video, a phone call, a postcard, or email.

It typically takes about five days to verify your GBP, but how long it takes can vary. In some cases, verification may be instant. Once your GBP is verified, you’ll get the badge of honor proving your business exists, signaling customers can trust the NAP and all other details listed in your profile.

4. Confirm your Google Business Profile matches other listings

It’s also important to make sure that the information on your GBP is consistent with the details in other locations that your business is listed across the web, like your own website and other profiles like Bing or Yelp. Google sometimes makes updates to profiles on its own. If the system pulls outdated information, you could wind up with an incorrect GBP. (This is also why it’s a good idea to get in the habit of regularly checking your GBP for continued accuracy, even if you’re 100% sure your last GBP edit was correct.)

5. Keep SEO in mind

Filling out your GBP with accurate information is just part of the puzzle. Be strategic with your business description and integrate as many relevant keywords as you can naturally fit in. You should also make sure your website data is marked up with LocalBusiness schema, so your listing is further optimized with a more detailed search engine results page (SERP) overview. Expert SEO services can be especially helpful with crafting a local SEO strategy.

6. Track traffic properly

You can’t know if you have a high-quality GBP if you don’t know who’s visiting your profile. Google gives you all of the tools you need to accurately track and analyze GBP traffic so you can edit accordingly.

Check your GBP performance with detailed insight reports. These reports feature valuable metrics such as:

• The number of unique visitors
• Keywords people use to find your profile
• Website clicks
• Requests for directions
• Number of reviews left on your profile

You can also add UTM tags to posts on your GBP, so you can see exactly which links or sections on your profile are driving traffic to your website.

7. Manage and respond to reviews

Positive Google reviews are some of the best organic advertising you can get for your business. After all, other customers are one of the most trustworthy resources if someone wants to know if your brand delivers what it promises. People also love to hear first-hand accounts of what other people experienced with a business. While you can’t force a five-star review — and paying users to leave positive reviews is strictly prohibited — there are a few strategies you can implement to encourage happy customers to share their thoughts on your GBP.

Adding a CTA on your website that directs users to your Google review link is easy. You can also add this to marketing emails or on your social media profiles. If you run an e-commerce business, add your GBP review link to automated delivery confirmations, so customers can leave reviews as soon as they get the chance to test out your product.

Every positive in-person interaction is also a great opportunity to direct users to your GBP review page. You can get a printable QR code, so customers can find your Google review link with a couple of quick clicks while they’re still at the checkout counter.

While even the best businesses may receive a negative review here and there, you can mitigate any impact by responding to reviews from unhappy customers in a timely, tactful manner. If other users see that you responded thoughtfully and did your best to resolve any issues brought up in a bad review, that’s a sign that you take customer feedback seriously.

8. Add good photos and videos

Have you ever looked up a restaurant and immediately gone to the photo section of their GBP to get a glimpse of those tasty-sounding dishes on the menu? You’re not alone. Most Google users prefer profiles with strong visuals. Businesses that add high-quality photos and videos to their GBP have a 35% higher chance of users clicking through to their website. Make sure that any visuals you upload adhere to Google’s photo and video guidelines and add geotags for even better local optimization on both Google Maps and Search.

9. Take advantage of all Google tools

There are so many things you can do with your GBP aside from listing your NAP and a description of your services. If you do business in the U.S., U.K., Canada, Australia, or Ireland, you may be eligible to showcase in-store products on your GBP, so customers don’t even have to leave the search page to make a purchase.

GBP Posts are also perfect for sharing news and updates. If you’ve got a holiday sale coming up, a GBP post is a great way to alert a wide audience about those great deals while keeping your profile active and improving your overall rankings. Don’t spam this section, though — keep the updates relevant.

Don’t forget to utilize the Q&A section, either. Customers can ask you questions directly and your answers will be visible to all who browse your GBP. This feature is ideal for showing that your business goes the extra mile when it comes to customer support, as long as you respond in a timely manner, just like with customer reviews.

Plus, chances are that others looking for your business might have the same burning question. If, let’s say, lots of potential customers want to know if your pet store carries their pup’s favorite food brand, your GBP Q&A acts as an easy to find FAQ.

Just getting started? Here’s what you need to know

If you haven’t claimed your free GBP yet, these are the steps you’ll need to follow to get set up.

What’s on a Google Business Profile?

When potential customers search for your business, this is the information they’ll see when your GBP appears.

• NAP: Your name, address, and phone number is crucial. You can add two additional phone numbers, in addition to your primary phone line. If your business has multiple physical locations, you can manage all GBPs through Google’s Business Profile Manager.
• Business hours: Sandwiched between your address and phone number, your GBP will default to showing business hours for the current day. Users can then click on a dropdown showing hours for every day of the week.
• Business category: This field is crucial to ensuring your GBP shows up in relevant searches. It’s essential to at least select a primary category, but adding secondary categories also helps Google understand the full breadth of your services, so your GBP is optimized on SERPs as best as possible.
• Website URL: Your website will appear as a button, under your business name and customer reviews.
• Photos and videos: Any visuals you add to your GBP will appear right at the top, above your company’s name.
• Reviews: Just under your business name, you’ll see a summary of customer reviews, along with a rating out of five stars. Customers can click through to read these reviews in full detail, with the default view showing most relevant reviews at the top.
• Business description: You’ll have the chance to draft a quick sentence describing your business and an overview of the services or products you offer.
• Social media profiles: Showcase your Instagram, TikTok, or other social profiles. These will show in your GBP as buttons just above the Q&A feature.
• Service areas: Businesses that don’t serve customers at their main address can select a service area, indicating the geographic location they operate or deliver in.
• Amenities: Google’s attributes feature allows you to add specific descriptors, so customers truly have all the information they need, from parking availability to the type of crowd your business attracts.

How to set up a Google Business Profile

Ready to set up your GBP? Here are the steps you’ll need to follow.

• Click “Get Started” on Google’s Business Profile homepage. You’ll be asked to enter your business name first.
• Fill out each field precisely as directed. Click “continue” when prompted at the end of each section. Don’t skip fields if possible.
• After completing all fields in your Google Business Profile, verify your listing according to the method Google instructs you to follow.
• You’ll get a confirmation email once your verification is approved.
• Now that your profile is live and verified, make sure to keep it updated and active to further optimize your search rankings.

What should you do if your profile is denied or suspended?

If your GBP is disabled or suspended, don’t worry — it’s not the end of the story. You can submit an appeal to get your GBP back up and running, with the option to include evidence to support your request. Make sure to thoroughly review Google’s Business Profile guidelines before opening an appeal, so you can correct any errors that may have triggered your suspension. If you have any doubt, contact a specialist (like us!) to guide you through this process.

How to increase traffic to your Google Business Profile

Increasing traffic on your Google Business Profile takes a combination of detailed profile information and strategically working to keep your profile active. The more information your profile features, the better Google can crawl your page, placing your local business listing as high as possible for relevant searches. And the more often you update your GBP, whether through posts or responding to reviews and Q&A inquiries, the better chance your profile has of shooting to the top of search pages.

Optimize your Google Business Profile with expert help

With these tips, optimizing your GBP for better rankings is easy. But if you’re feeling a little lost or aren’t sure why your profile isn’t ranking higher, even after following these steps, it’s time to bring in the pros. The Stellastra Effect’s SEO experts can work with you for better GBP optimization, from determining the right keywords to include in your description to helping you narrow down relevant business categories. Contact our SEO team for help crafting a GBP that skyrockets to the top of every search results page.