A Google Business Profile, previously known as Google My Business, is an essential tool for local SEO. But it's capable of so much more than just providing business listings on Google. Optimising your Google Business Profile can have a significant impact on your overall SEO and search visibility.

The Importance of Local SEO

Local SEO is more crucial than ever for reaching nearby customers and driving foot traffic to brick-and-mortar stores. According to Google, over 50% of mobile searches have local intent. And 46% of all searches for something nearby result in an in-store visit within one day.

With local SEO, your business can show up prominently in search results when users look for businesses like yours near their location. A complete and optimised Google Business Profile is the foundation of strong local SEO.

Benefits of an Optimised GBP

A Google Business Profile isn't just a digital business card. An optimised GBP provides these SEO and visibility benefits:

Increased Local Rankings

The more complete and optimised your GBP, the better chance you have of ranking higher in local search results. Multiple factors like photos, reviews, content, and citations impact local search rankings.

Enhanced Local Knowledge Panel

An optimised GBP leads to a more robust Knowledge Panel in search results, increasing click-through rate. Knowledge Panels with images, hours, reviews and more enjoy a 30% higher CTR.

Improved Search Visibility

GBP optimisation improves visibility for branded and non-branded searches. For example, adding relevant keywords to your profile can help you rank for non-branded industry terms.

Higher CTR from Maps and Search

Listings with complete information like images, content, and reviews can lift click-through rates substantially over incomplete profiles.

Increased Customer Trust

Profiles with ample positive reviews build credibility and trust in your business. Over 85% of people read online reviews before visiting a small business.

Key Components of a Strong Google Business Profile

To maximise the SEO impact of your GBP, focus on optimising these key elements:

Complete and Accurate Business Information

Provide comprehensive business details like correct address, phone number, website, and operating hours. This helps customers find you and establishes your legitimacy.

Keyword-Optimised Business Description

Craft an engaging business description targeting relevant keywords and phrases that users search for. Stay within the 750 character limit.

Quality Photos and Virtual Tour

Include interior and exterior photos to give customers a glimpse inside your business. Virtual tours can further improve click-through rate.

Categorisation

Properly categorise your business to appear for searches within your niche. Choose both a primary and secondary category.

Attributes

Detail key attributes like payment options, accessibility features, and other details that make your business stand out.

Products and Services

Add and optimise your products/services. Include detailed descriptions, images, and target keywords.

Posts

Publish posts to share company news, offers, events, and other updates. Posts can enhance organic visibility.

Reviews

Actively collect and monitor customer reviews. Over 90% of customers read reviews before visiting a business.

FAQ

Answer common customer questions to build trust. FAQs also help you rank for related keyword searches.

Advanced Optimisation Techniques

Moving beyond the basics, here are some advanced ways to leverage your GBP:

Local Keywords

Include relevant local keywords and geo-modifiers like neighborhood names, streets, and cities. This can improve visibility for localised searches.

Links to Landing Pages

Add links from your GBP to optimise landing pages for higher conversion rates.

Sync with Google Analytics

Connect your GBP and Google Analytics to uncover visitor trends and track actions driven by your profile.

List on Google Maps

Claim and optimise your free business listing on Google Maps for wider visibility across Google's ecosystem.

Citations

Build citations (directory listings) that link back to your GBP to reinforce your NAP consistency and local relevancy.

Track Your Progress

Monitoring key metrics in Google Analytics and Search Console allows you to continually refine your GBP strategy. Here are important indicators to track:

• GBP impressions - How often your GBP appears in search results.

• GBP clicks - The click-through rate of your profile in search and Maps.

• Driving directions - Track driving directions requests to gauge local intent conversions.

• Website traffic - Monitor traffic from Google to your site to quantify the SEO impact.

• Rankings - Use rank tracking to see where you rank locally for relevant keywords.

The Takeaway

A complete, optimised Google Business Profile should be central to your local SEO strategy. But its SEO impact goes far beyond just providing a business listing. Leveraging all of the features and functionality of your GBP can pay big dividends in terms of visibility, traffic, leads, and new customers. Treat your GBP as a living component of your SEO plan, continuously refining it to maximise visibility and ROI.