Google Business Profile: a complete guide to local SEO
13.03.2024
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One of the best local search engine optimisation strategies that any eligible local business can use to get higher rankings on Google and attract local customers is to claim and optimise their Google business profile.
However, applying for your Google Business Profile (GBP) is only the first step. You should optimise, frequently check and update your GBP with new information for potential customers.
In addition, many companies don't realise that Google (and almost any user) can change their listing, such as changing their address, updating their hours of operation, uploading photos, leaving reviews, etc.
After all, a Google business profile is a community profile, not just yours (the seller).
Almost anyone online can contribute to your Google business profile, and Google encourages user-generated content (UGC) such as reviews, FAQs, photos, videos, and more.
It is therefore important to check your Google business profile regularly to ensure that no incorrect changes have been made to it.
GBP Manager gives you the greatest flexibility to manage multiple profiles in one dashboard.
Or from a Google search, you can also just type in the words my business and your seller dashboard will appear as well.
If you're busy and on the go, you can also manage your post in pounds sterling on the Google Maps app. Make sure you are logged in with the email address you use to manage your company profile, click your photo/image, and then select Company Profiles.
After that, you will see your GBP merchant dashboard, which will look almost identical to the desktop version. Click the More or Less arrow to expand or collapse the available options.
Note that the options you see in the merchant dashboard vary by category, so you may see more or less features available.
If you manage multiple GBPs, you can view these profiles by clicking at the top where it says how many GBPs you manage.
A list of all the GBPs you manage will open and you can select the company profile you want to open and manage.
You can add or change information about your company, such as category, company description, opening date, opening hours, etc.
It is important that this section complies with Google's instructions, in particular the instructions for the company name and address.
If you have a shop window where customers come, you are allowed to display your address.
If you go to your customers and serve them at their location, you must disable your address so that it is hidden and does not appear in your GBP listing.
In terms of working hours, if you are a storefront, your hours should be the hours when your employees are on site to meet with customers, not the hours when you are answering the phone.
You can also choose:
You even have the option to add special hours when you're not working or have modified hours for holidays. It is important that you set these hours at least three days before the holiday to give Google time to ‘approve’ the holiday hours.
Also, don't forget to click on the ‘More’ section to view attributes that can describe specific attributes of your business. They can appear as justifications in search results, which can help you stand out among people searching.
Getting feedback is important for rankings and building trust with new and potential customers. When you receive new feedback - good or bad - it's important to respond to it as soon as possible.
You'll receive an email from Google informing you that you've received a new review. You'll also know that you have a new review because you'll see a red dot in the seller dashboard and a notification on your cards.
To respond to a review, simply click ‘Reply’ and you will be able to reply to the reviewer.
They will receive a notification of your response and anyone who sees the review will also see your response, so make sure you are always polite and courteous.
You will then see the notification dashboard. Here you can change the settings to ‘Available’ or ‘I'm not at home’, as well as read and reply to received messages.
Tap the three-dot menu to view advanced notification settings.
In the advanced settings, you can turn chat on and off, and turn read notifications on and off. You should also create a welcome message that people will see when they send you a message.
You can also set up custom or automated FAQs.
These are frequently asked questions that people can see and choose from. The automatic FAQs are created by Google automatically based on your GBP and relate to the following:
Custom FAQs are specific questions and answers that you write.
Anyone who is the manager or owner of your GBP listing will be notified when someone leaves you a message/chat. This way, you can set guidelines for how and who responds to messages.
Also, be sure to reply to messages within 24 hours. Google may disable you from sending messages if you take more than 24 hours to respond.
Tip. If you receive spam, you can mark it as spam and the user will be blocked.
When you select Photos, you can upload a photo or a 30-second video by dragging it from your computer to the appropriate section or by clicking the blue ‘Choose Photos or Videos’ option to select a file from your computer:
Adding a logo or cover image works in much the same way. The only thing to keep in mind about the cover image is that you can choose the cover image, but ultimately Google decides which cover image will appear on your GBP.
Tip. Do not upload stock photos or images of marketing materials to your photos. These are not the type of images that Google wants to upload to the photo section of your GBP listing.
Making a grocery list is easy! Fill in the simple questions:
Note. What you enter in the Products section should actually be a product for sale, not a service you offer.
You can also create your own service categories by clicking the + Add Custom Service link.
You can also pre-populate the questions and answers by creating questions and answering them yourself!
Just select the type of update and a dialogue box will open.
In an update post, you can add up to 10 photos and a description to the post. Always add a call to action!
Offer posts are great if you have a sale or some kind of special offer in your business. You can even add a link to your website where people can buy or redeem the offer by clicking ‘Add more details’!
An event post is ideal for realtors with open days or for companies that hold events at their premises.
Always follow Google's instructions
If you have GBP, you are playing on the Google Playground. This means that you must follow the Google Business Profile guidelines, otherwise your business profile may be suspended. And keep in mind that not all local businesses are eligible for the £100,000. I recommend reviewing the rules at least once every three to four months to make sure there are no changes that could affect your company's profile. Ignorance is not an excuse; you must know Google's rules. If you violate these rules, your GBP will most likely be suspended and you will have to appeal this suspension. (And this is a very serious thing.) Therefore, it is better to be aware of the rules than to be unfamiliar with them.How to manage your company profile on Google
Companies with multiple locations: use the Google Business Profile manager
If your company has multiple branches or you are an agency that manages multiple client locations, the best way to manage your profiles is to log in to the GBP Manager dashboard.
GBP Manager gives you the greatest flexibility to manage multiple profiles in one dashboard.
Single location businesses: manage your Google business profile directly from search or the Google Maps app
If you're a local business and only have one location, the easiest way to manage your pounds is through the place you're probably open on your computer all day - Google Search! You can also control directly from the Google Maps app on your smartphone. So, how do you manage your profile from Search or Maps? After logging in with the Gmail email address you use to manage your Pounds, you can enter your company name in the search bar and your knowledge panel/business profile and Pounds seller panel will appear:
Or from a Google search, you can also just type in the words my business and your seller dashboard will appear as well.
If you're busy and on the go, you can also manage your post in pounds sterling on the Google Maps app. Make sure you are logged in with the email address you use to manage your company profile, click your photo/image, and then select Company Profiles.
After that, you will see your GBP merchant dashboard, which will look almost identical to the desktop version. Click the More or Less arrow to expand or collapse the available options.
Note that the options you see in the merchant dashboard vary by category, so you may see more or less features available.
If you manage multiple GBPs, you can view these profiles by clicking at the top where it says how many GBPs you manage.
A list of all the GBPs you manage will open and you can select the company profile you want to open and manage.
How to optimise your Google business profile
Let's talk about just some of the things you can do to optimise your Google business profile. First, you can edit the basic information about your company by clicking Edit Profile.
You can add or change information about your company, such as category, company description, opening date, opening hours, etc.
It is important that this section complies with Google's instructions, in particular the instructions for the company name and address.
If you have a shop window where customers come, you are allowed to display your address.
If you go to your customers and serve them at their location, you must disable your address so that it is hidden and does not appear in your GBP listing.
In terms of working hours, if you are a storefront, your hours should be the hours when your employees are on site to meet with customers, not the hours when you are answering the phone.
You can also choose:
- Open during regular hours.
- Open without basic hours.
- Temporarily closed (Show that your company will reopen in the future).
- Closed forever (show that your business no longer exists).
You even have the option to add special hours when you're not working or have modified hours for holidays. It is important that you set these hours at least three days before the holiday to give Google time to ‘approve’ the holiday hours.
Also, don't forget to click on the ‘More’ section to view attributes that can describe specific attributes of your business. They can appear as justifications in search results, which can help you stand out among people searching.
Read the reviews
Select ‘Read reviews’ to view new reviews or reviews that have been left to your GBP listing.
Getting feedback is important for rankings and building trust with new and potential customers. When you receive new feedback - good or bad - it's important to respond to it as soon as possible.
You'll receive an email from Google informing you that you've received a new review. You'll also know that you have a new review because you'll see a red dot in the seller dashboard and a notification on your cards.
To respond to a review, simply click ‘Reply’ and you will be able to reply to the reviewer.
They will receive a notification of your response and anyone who sees the review will also see your response, so make sure you are always polite and courteous.
Messages
In an age where people need a quick response, enabling the messaging/chat feature might be a good idea for you. You will be able to quickly communicate with potential customers who are interested in communicating with you. To enable chat, select the Messages option and click the Enable button.
You will then see the notification dashboard. Here you can change the settings to ‘Available’ or ‘I'm not at home’, as well as read and reply to received messages.
Tap the three-dot menu to view advanced notification settings.
In the advanced settings, you can turn chat on and off, and turn read notifications on and off. You should also create a welcome message that people will see when they send you a message.
You can also set up custom or automated FAQs.
These are frequently asked questions that people can see and choose from. The automatic FAQs are created by Google automatically based on your GBP and relate to the following:
- Opening hours.
- Purpose.
- Contact information.
- Delivery information.
- Location or address.
- Acceptable forms of payment.
- The URL of your website.
Custom FAQs are specific questions and answers that you write.
Anyone who is the manager or owner of your GBP listing will be notified when someone leaves you a message/chat. This way, you can set guidelines for how and who responds to messages.
Also, be sure to reply to messages within 24 hours. Google may disable you from sending messages if you take more than 24 hours to respond.
Tip. If you receive spam, you can mark it as spam and the user will be blocked.
Add photos
Local searchers like to look at photos. Photos are also a great way to engage people who see your GBP, and Google loves interaction. When you upload real photos of your company, such as your building, signage, products, services, team members, activities your company does (such as volunteer work), etc., you humanise your brand. These types of images help connect searchers with your company. And you can upload photos directly to your Google business profile! Click ‘Add a photo’ and you can choose whether you want to upload a photo, your company logo, or a cover photo:
When you select Photos, you can upload a photo or a 30-second video by dragging it from your computer to the appropriate section or by clicking the blue ‘Choose Photos or Videos’ option to select a file from your computer:
Adding a logo or cover image works in much the same way. The only thing to keep in mind about the cover image is that you can choose the cover image, but ultimately Google decides which cover image will appear on your GBP.
Tip. Do not upload stock photos or images of marketing materials to your photos. These are not the type of images that Google wants to upload to the photo section of your GBP listing.
Edit products
If you sell physical products in your store or business, adding products to your Google business profile is a great way to showcase what you sell! (Remember, online-only companies are NOT allowed to solicit pounds sterling.)
Making a grocery list is easy! Fill in the simple questions:
- Product name.
- Category. If you don't have a category yet, you can create one.
- Price.
- Product Description.
- The URL of the product's landing page. (Optional)
- Photo.
Note. What you enter in the Products section should actually be a product for sale, not a service you offer.
Edit services
Edit Services works in a very similar way to Edit Products, but caters to service-oriented businesses (SABs) (e.g. landscapers, plumbers, handymen, roofers, locksmiths, etc.) or companies that offer services to clients or customers (e.g. lawyers, accountants, personal trainers). etc.) Adding services is extremely easy. Click ‘Edit services’ and you will see your main category. You can also see a list of categories that Google has pre-selected for you to choose from. If any of these pre-selected categories fit, simply click the + sign and save.
You can also create your own service categories by clicking the + Add Custom Service link.
Questions and answers
Q&As are a great way for potential customers to ask questions about your business, products or services. Don't forget to answer the questions as soon as possible. It's also important to note that anyone can answer questions posted on your GBP, so make sure you're the one answering them!
You can also pre-populate the questions and answers by creating questions and answering them yourself!
Add updates/posts
You can let people know what's going on in your company with updates (also known as posts). There are three types of posts: update, offer, or event.
Just select the type of update and a dialogue box will open.
In an update post, you can add up to 10 photos and a description to the post. Always add a call to action!
Offer posts are great if you have a sale or some kind of special offer in your business. You can even add a link to your website where people can buy or redeem the offer by clicking ‘Add more details’!
An event post is ideal for realtors with open days or for companies that hold events at their premises.
Ask for feedback
Reviews play an important role in rankings, as well as in building trust with potential customers and clients. Google makes it extremely easy to get reviews by providing you with a short, direct link that you can provide to your customers so that they can easily leave you a review of your GBP. Just click ‘Ask for reviews’ and you can copy the link and share it with your customers and politely ask them to leave you a review. When they click the link, they go directly to your GBP listing to leave a review. What could be simpler?