Google My Business (GMB) has emerged as a foundational tool in local SEO, yet it’s still one of the most underutilised assets in a business’s digital marketing strategy. Properly optimised, a Google Business Profile (formerly GMB) can drive significant foot traffic, boost credibility, and increase online engagement, helping your business stand out in an increasingly competitive landscape.
This article will guide you through the essential steps to optimise your Google Business Profile, address common misconceptions, and provide insights into best practices and emerging trends. Whether you’re a small local shop or a larger organisation, these tips will help you rank higher in local search results and connect with customers right in your area.
What is Google My Business?
Google My Business is a free tool from Google that helps businesses manage their online presence across Google Search and Google Maps. With GMB, businesses can provide critical information, including contact details, website links, hours of operation, and customer reviews, which are essential for attracting local customers. Since Google heavily factors GMB profiles into its local search rankings, optimising this profile can help a business stand out in local search results.
Why Google My Business is Essential for Local SEO
- Improves Visibility Among Local Customers
Google My Business positions your business prominently in local search results and Google Maps. For instance, if someone searches for “coffee shop near me,” businesses with optimised GMB profiles are more likely to appear in the top results. This enhanced visibility can make all the difference in attracting local customers who may not have otherwise found you. - Builds Trust and Credibility
An optimised GMB profile signals professionalism and trustworthiness to potential customers. Verified businesses with accurate, consistent information and positive reviews appear more reliable, which can help convert searches into visits. - A Key Ranking Factor for Local SEO
Google favours businesses with complete, verified GMB profiles for local search results, making it a top priority for local SEO. Regular updates, high-quality images, and engaging customer interactions help your profile rank higher, bringing in more organic traffic.
Step-by-Step Guide to Optimising Google My Business for Local Search Rankings
1. Set Up and Complete Your Google Business Profile
A successful GMB profile begins with accurate and complete information. Every field in your profile contributes to your ranking, so ensuring each one is filled is key to optimising for local search.
- Business Name: Use your official business name as it appears on your website and marketing materials to keep branding consistent.
- Physical Address and Service Area: If you serve customers at a physical location, list your full address. For businesses that operate across a specific area, specify your service area. This helps Google understand your geographical range.
- Phone Number: Use a direct, local phone number rather than a central or toll-free line; this can increase credibility and help with local ranking.
- Business Hours: Keep your hours updated, particularly for holidays or special events. Inconsistent or outdated hours can deter potential customers.
- Categories and Attributes: Choose the category that most accurately represents your business and add secondary categories when applicable. Categories help Google match your business to relevant searches.
- Business Description: Write a concise but engaging description that highlights your products, services, and unique selling points. Include primary keywords naturally.
2. Verify Your Business Listing
Verifying your GMB listing establishes trust with both Google and potential customers. Here’s how to complete the verification process:
- Sign in to your GMB account and select the business you want to verify.
- Click on the “Verify Now” button, choosing a verification method (postcard, phone, or email).
- Enter the code received to complete the process.
3. Use High-Quality Photos and Videos
Visual content can significantly enhance your profile’s appeal and engagement. Google reports that businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites than those without.
- Exterior and Interior Photos: Help customers recognise your location and visualise what to expect.
- Team and Product Images: Showcase your team, products, or services to build a sense of familiarity and trust.
- Short Videos: Videos can showcase your work environment, events, or product features in a more engaging way. Aim to keep them under 30 seconds to cater to short attention spans.
4. Encourage and Engage with Customer Reviews
Reviews play a critical role in building trust and influencing customer decisions. In fact, Google reviews account for a major component of the local search ranking algorithm.
- Ask for Reviews: Politely request reviews from satisfied customers, either in person or by email.
- Respond Promptly: Acknowledge positive reviews and address negative feedback constructively. Timely responses show that your business values customer feedback, and this engagement can positively impact your ranking.
5. Post Regularly on Your Google My Business Profile
GMB posts function like mini-updates, similar to social media posts. Use them to announce promotions, share product updates, or highlight events. Active posting keeps your profile dynamic and helps customers stay informed.
- Offer Posts: Share discounts or promotions to drive immediate action.
- Event Posts: Highlight events to encourage attendance and engagement.
- Product Posts: Feature specific products, especially if they are new, seasonal, or popular.
6. Add Relevant Keywords to Your GMB Profile
Incorporate local keywords into your profile to increase search discoverability. Use these strategically in your business description, posts, and photo captions to help Google associate your profile with relevant searches.
7. Track GMB Insights to Refine Your Strategy
Google My Business provides insights that reveal how customers interact with your profile. This data includes:
- Search Queries: See what keywords or phrases customers use to find your profile.
- Customer Actions: Track how many customers request directions, visit your website, or call directly from your profile.
- Engagement with Photos and Posts: Learn which types of photos or posts generate the most interaction to adjust your content strategy accordingly.
8. Ensure NAP Consistency Across Platforms
Consistency in Name, Address, and Phone Number (NAP) is essential for Google to verify and rank your business accurately. Here’s how to maintain consistency:
- Standardise Your NAP Format: Use the same formatting for your address, phone number, and business name across all listings and on your website.
- Regularly Monitor for Accuracy: Platforms may occasionally update data fields automatically, so check your GMB profile and other listings periodically to correct discrepancies.
- Schema Markup: Add LocalBusiness schema markup to your website, helping search engines understand and display your business information in search results.
Common Misconceptions About Google My Business
Misconception #1: “GMB Profiles Don’t Affect SEO”
Many assume that GMB profiles only provide contact information and aren’t directly linked to SEO. In reality, Google heavily considers GMB in local search rankings. Profiles with complete, accurate information rank higher and bring in more traffic.
Misconception #2: “Reviews Alone Drive Rankings”
While reviews contribute to your ranking, they are only part of a larger picture. Google looks at the completeness, relevance, and accuracy of your entire profile, so reviews should be balanced with other optimisation strategies.
Real-World Examples of Successful GMB Optimisation
Example 1: Independent Bookstore
A bookstore in Bristol increased its foot traffic by 35% by optimising its GMB profile with photos, customer reviews, and regular posts highlighting events and promotions. This visibility helped them rank higher and reach a broader audience of local readers.
Example 2: Home Cleaning Service
A cleaning service in Edinburgh saw a surge in appointment bookings by adding relevant keywords, completing its profile, and requesting reviews from satisfied customers. Within months, they appeared among the top results for “cleaning services near me.”
Future Trends in Google My Business Optimisation
As search trends evolve, GMB continues to play an essential role in local SEO. Here are some trends to watch:
- Voice Search
With the rise of smart assistants, voice search is becoming more prevalent. Ensure your profile uses natural, conversational keywords that cater to voice search queries, such as “where can I find [service] near me?” - Enhanced Insights and Analytics
Google may add new insights to help businesses understand customer behaviour more deeply. Keeping track of these developments can help refine your GMB optimisation. - Increased Emphasis on Customer Interaction
Engaging with customers through GMB reviews and Q&A sections may play a larger role in ranking. Businesses with high engagement rates could see prioritisation in search results.
Conclusion
A well-optimised Google My Business profile is critical for local SEO success. By completing every section, verifying your location, encouraging reviews, and using insights strategically, your business can gain visibility, build trust, and attract local customers. As search engines continue evolving, GMB remains one of the most effective ways to enhance local SEO performance.
About Search Engine Ascend
Search Engine Ascend is a leading digital marketing agency based in the UK, specialising in SEO, lead generation, Google Business Profile optimisation, and more. Our team provides tailored strategies that drive real results, helping clients achieve their business goals. Partner with us for an optimised digital presence that positions your business for long-term growth.
Contact us today to learn how we can support your business growth.
