Use this guide to optimize your Google Business Profile for better search visibility on relevant queries by motivated customers near you.Google Business Profile is a free feature from Google that helps business owners manage their online presence across the search engine and its growing portfolio of utilities, including Google Maps.Seasoned SEO professionals use Google Business Profiles to leverage a location-based strategy.Creating a Google Business Profile is the first step to local search success.And for a good reason.GBP offers the most significant impact for brands seeking local exposure.A feature like Google’s Local Search emphasizes the need for a GBP for both new and established businesses.Navigate to:Google Business Profiles: The BasicsStarting Your Google Business ProfileVerifying Your Google Business ProfilePublishing Your Google Business ProfilePhotos & Videos For Your Google Business ProfilesMonitoring Your Google Business Profile InsightsGoogle Business Profiles: The BasicsIt gives a list of businesses nearby and a lot of information needed to find a specific business like:Business address.Business hours.Category.Reviews.Screenshot from a search for , Google, September 2020Google’s Knowledge Graph also utilizes verified Google Business Profile information.It helps generate details for its database about businesses and related entities relevant to specific searches.Once a new profile is created, a Google Maps location is then generated.That synchronizes with traditional Google Search for ease of access and searchability.It certainly helps that most organic searches come from Google – around 90% of worldwide search engine market share.It also shows the value of a GBP and effective local SEO.Use this guide to ensure you’ve completed your Google Business Profile correctly and optimized all possible facets of the tool.Doing this will also give the most leverage for your business on Google and third-party platforms that use the Google Maps API to generate location information for users.If digital marketing is a somewhat new endeavor for you and your business, there are some basics to know.And it’s good to understand Google Business Profiles and the value they offer.First off: Yes, using Google Business Profile is free.And, no, a GBP doesn’t replace your business’s website.Google Business Profiles complement a brand’s already-existing website(s) by giving it a public identity and presence with a profile on Google.The information provided about a business through Google Business Profiles can appear in Google Search and Google Maps.Any third-party platform utilizing the Google Maps API will also show Google Business Profiles regardless of what device type is used to search.If you’ve previously used specific Google tools to complement your business (Google+, for example), or your business has been operating for a while, chances are your business is already listed on Google Business Profiles.Google My Business, Google Places for Business, and the Google+ Pages Dashboard were the best ways to manage your business information previously.These have automatically been upgraded to Google’s universal platform, Google Business Profiles.Starting Your Google Business ProfileThe first step to getting your Google Business Profile up and running is to actually conduct a Google search to ensure your business doesn’t already have one.You can also use Google’s in-platform search feature to locate your business on GBP.Screenshot from Google Business Profile Manager, September 2020If your business has been around for a while (several years or more), it’s likely it already has a GBP, and you just need to claim it.Once successfully claimed, you can manage the information as if you started the GBP yourself.If there is already a profile for your business, it will notify you.It may also notify you that someone else has already claimed your business.If that happens, follow these steps.If your business profile is not already created, you can set it up pretty quickly.Verification takes a bit longer to complete, but it can usually get done within a week.Start with the official business name before inputting more important info. Then input your main business category.Screenshot from Google Business Profile Manager, September 2020You can change and add to this later, but this is a critical part of completing (and optimizing) your brand page.Be sure to find the best relevant category for your business.There are a lot of variations to choose from, but there should be at least one that summarizes your business best and most accurately.You will then be asked if you want to “add a location customers can visit, like a store or office?”This is valuable information since many businesses operate as service-area businesses and do not need/allow customers at the brick-and-mortar location.For these instances, the specific location of the business will not show up on Google Maps.However, the business will still show up for relevant searches in its service area.Screenshot from Google Business Profile Manager, September 2020For those businesses that operate in a specific service area and don’t want the actual brick-and-mortar location to show up in Maps, select the service area(s) that pertain to the business.Screenshot from Google Business Profile Manager, September 2020You can then add contact information for the business, including the contact phone number and the current website URL.For businesses with that brick-and-mortar location that people can go to during business hours, you should add the business address next.Screenshot from Google Business Profile Manager, September 2020Once the address is set, Google Business Profile will ask if you “also service customers outside this location?”It lets you set where/how far the business is willing to physically go to deliver goods or services.If yes, you will be able to walk through the same service-area business details.You can add or change service area details at any time.If you don’t service customers outside of the brick-and-mortar, select No, then input contact details on the next prompt.
