PW Media | Feb 07, 2023

Why Your Google Business Profile (GBP) Should Be Top of Mind in 2023

A Google Business Profile is the number one way to maximize your local online presence and should be a central part of your 2023 SEO strategy.

One of the biggest SEO trends to look for in 2023 is location. There has been a 136% increase in "near me" searches over the past year, with over 95% of internet users searching online for local businesses. This is all excellent news for small, local businesses.

However, this means that now more than ever, small businesses must not only have an online presence but must command one. 

So how do you boost your online presence? With an 84% market share in the search engine industry, Google is the best place to be discovered. With a solid Google Business Profile (GBP), your business will soon be profiting from the billions of local searches performed on Google every day.

What is a Google Business Profile?

At its core, a Google Business Profile (formerly known as Google My Business) is an online business profile that syncs your business information across different Google platforms. However, it is much more than just a business listing.

GBP allows business owners to manage how they show up in local online searches and is a tool to distinguish your business in a saturated marketplace. All from one place, a business can provide and update contact information, add product photos, manage reviews, and much more without spending a penny. This free service is Google’s way of helping local businesses grow their online presence and get discovered more easily.

The Benefits of a Google Business Profile

There are many benefits of having a Google Business Profile. When managed correctly and consistently, it can have a huge impact on the success of your business.

Appear in Google Maps

One of the most important benefits of GBP is the listing in Google Maps. When a customer makes a “near me” search on Google, they are almost always looking for a local business nearby that they then plan to visit using the address, or even the route, provided on Google Maps. In fact, 88% of people who conduct a local search end up visiting a store related to their search within a week.

Increase Local SEO

A fully optimized Google Business Profile improves your local SEO, making your business more likely to rank high in search results based on location keywords. If you want customers to find you and come to you, a GBP will help you become more visible in those “near me” searches, a big win for local businesses.

Build Trust through Customer Reviews

Customers can leave valuable feedback via customer reviews on your Google Business Profile, but that’s not all reviews do. They are believed to have about a 10% influence on search engine rankings, and customers are more likely to purchase from a business with reviews. In fact, 95% of consumers will read multiple reviews before making a purchase.

Free Advertising

With GBP being a free platform for any business, you can display your business, products, and information without spending anything! Throw in an optimized local SEO strategy, and your business will sit at the top of search results.

Powerful Insights

A Google Business Profile gives you insights to help you build a better strategy. You can see which photos and posts are getting noticed, the keywords used to find your business, and how consumers interact with your profile. Plus, you’ll get an overview of the kinds of people looking for your business and how often people click on your website link. Understanding your customer base, or particular customer profiles, is essential to a successful local SEO strategy. 

Search intent refers to the purpose of a user’s search query - what type of content or information are they looking for? By understanding local search intent, a business can better customize its content to the needs and interests of potential customers. This helps them create more targeted, relevant experiences that resonate with their audiences while increasing visibility in local searches.

How to Optimize Your Google Business Profile in 2023

In the era of instant gratification, your business’s top goal for local SEO strategy must include optimizing your Google Business Profile. Why? To get your business in the Google Local Pack, or Google Three-Pack, where the top three businesses appear in a local search as a part of Google Maps. These prominently placed businesses are the ones most searchers click on first.

For your business to make it into the all-powerful Google Local Pack, your 2023 Google Business Profile needs to be set up and fine-tuned. Optimize your GBP with these tips:

1. Claim your business
   First, you must claim your business on Google and begin setting up its GBP. Anyone can report a business at a specific location on Google, but you’ll want to make sure that you are in control of your business’s information that is represented on Google. You can claim your business directly from Google Search or Google Maps — just search your business!
   
   
2. Verify your business’s location
   Verified businesses usually rank higher in local searches. You can verify your business while you set up your GBP. After you claim your business, you’ll be taken to the verification step, which can be completed through a mailed postcard, email, phone, search console, or video recording. It may take a couple of weeks for Google to get your information displayed across all its platforms, so the sooner you do this, the better.
   
   
3. Add images and videos
   Images and videos on your Google Business Profile will showcase your products or services visually appealing way while also providing potential customers with additional information about what you have to offer and what they can expect when visiting your business. Visuals draw attention to your profile when users search for related businesses on Google Maps and other search engines. Additionally, these assets allow people to become familiar with your brand and easily recognize it among competitors that may also appear on results pages.
   
   GBPs with photos are more likely to get requests for directions and clicks through to their websites than those without them.
   
   
4. Include keywords
   Finding the right keywords and using them in your Google Business Profile will increase your relevance score, which is one of the critical factors for search engine ranking. Find out what words consumers use to search for your business and similar ones, and implement them in your GBP. Avoid bad practices like keyword stuffing, which can make your profile feel unnatural and hurt your ranking.
   
   
5. Keep contact info updated
   Make sure all your contact information and any other information about your business is current and up to date. Nothing is more frustrating to the consumer than inaccurate hours listed on Google. Update your hours to reflect seasons and holidays to keep customers returning to your profile.
   
   
6. Add special features and Call to Actions (CTAs)
   Something that has developed on GBP over the years has been all the “extras” that you can add to your profile to make it more relevant and easy to use. Enhance your consumer experience by adding simple and effective call-to-action buttons such as "Order Delivery" and "Book Reservation." You can also add attributes like “free Wi-Fi” or “outdoor seating” to give customers a better idea of the experience at your business.
   
   
7. Add products
   If you are a storefront that sells physical products, you can add and update your products directly to your GBP to make the consumer experience more seamless. An updated inventory also helps your GBP stay relevant for various search queries and adds your business to Google Shopping listings!
   
   
8. Get reviews from customers
   Reviews provide social proof that aids Google and other search engines in determining where you will appear in searches based on what you offer. Getting more reviews can significantly help your local SEO by showing positive customer experiences with your business, which boosts its reputation and, subsequently, its chances of appearing higher up in the rankings. A good strategy is to actively encourage customers to leave reviews or ratings after using your services. Having more reviews also helps build trust with potential customers who may be hesitant about using your products and services without knowing what kind of experience others have had. Of course, not all reviews are good, so it's important to know how to respond to negative reviews, too.

You Need a Google Business Profile in 2023

With all the clear benefits and no monetary cost, creating and managing a GBP is a no-brainer. As local searches continue to increase, it only makes sense to boost your chances of being discovered online, and the best way to do it is to build a solid Google Business Profile.

Start Building Your Online Presence Today!

Despite its necessity, it takes time and effort to manage your online presence. Social media, SEO, and other digital marketing tactics can feel overwhelming. PW Media can help you manage your online presence so you can focus on the other essential aspects of your business, like products, services, and growth. Our team will work with you to build a solid Google Business Profile and sound SEO strategy so you can head into 2023 feeling confident in the trajectory of your business in the digital space.