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Google Business Profiles: The Secret Weapon for Successful Small Businesses
What’s the first thing you do when you’re thinking about trying a new restaurant? Or when your toilet won’t stop running and you need a plumber, fast? You grab your phone and open Google. And in the top right corner – the Google Business Profile.
Imagine you search “nice restaurants near me,” and two options pop up. Both have a Google Business Profile. The first has a decent name, a few reviews, and one blurry photo of the dining room. Nothing special.
The second? Same kind of restaurant, similar menu, but this one immediately stands out. Why? Because before you’ve even clicked, you can see glowing reviews, crisp photos of the food and atmosphere, a phone number, and a “Reserve Now” button ready to go. You don’t even think twice! You pick the second one with confidence.
Was it your business that was chosen? Or where you overlooked because of an incredibly simple mistake a lot of small businesses overlook – The Google Business Profile (GBP).
If you’re not showing up where your customers are searching, you’re invisible, no matter how amazing your business is.
What a Google Business Profile Actually Does (and Why It Matters)
A Google Business Profile (GBP) is a business’s official Google listing. Before 2022, GBP was the Google My Business, but after a rebrand and refresh, the GBP gives small business owners more tool and control their brand and information.
A well optimized Google Business Profile allows you the business owner to:
- Manage Information about your business. This can be your website and physical address, to your services and products. It allows potential customers to quickly find the important details about you and your small business.
- Interact with new and old customers easily with your GBP. Not only can you read and respond to any online reviews left by customers, you can also add posts to keep your current base up-to-date with any new offerings or events. It’s like a small social media feed that can offer online viewers quick glances at your living business.
- Understand and maximize metrics by digging into important data that your Google Business Profile creates for you. With your custom GBP, you can see how customers find you through search keywords, see how they navigate to your profile, and track campaigns to determine how to best use your resources to expand your customer base.
Use these checklists to audit or build your Google Business Profile
5 Common GBP Mistakes That Cost You Local Traffic
It’s so easy to overlook your own Google Business Profile, but others looking for you (or your competitor) easily find it. Here are five common things you can correct to capture those eyes.
- Incomplete profiles – no hours, no description, no HIGH QUALITY photos
- It’s an easy fix! Fill every field out. Google rewards complete profiles by ranking them higher in searches.
- Inconsistent NAP info – that’s Name, Address, Phone
- Match your NAP information on all websites, GBP, and directories. If it’s hard or confusing to find, customers will stop looking.
- Neglecting Reviews – don’t just ask, respond
- If someone took their time to leave a review, you can take the time to respond (yes, even the bad ones).
- Poor Photos – outdated, dim, or irrelevant images scare people away
- Add bright, current photos of your location, staff, and work.
- No Updates or Posts – Google is social media too
- Add life to your profile by adding current promos, new products, or events weekly.
How to Optimize Your GBP for Local SEO
Google Business Profiles are free and an amazing resource, but you need to use it as another smart tool. Optimize it for top performance, allowing your small business to shine in the busy digital space.
- Add primary & secondary categories strategically.
- Use keywords naturally in your business description.
- Upload videos and FAQs.
- Enable messaging and booking links.
- Encourage regular check-ins and photo uploads.
By building your listing for the local SEO (search engine optimization), you are generating organic leads. Creating a well rounded and clear Google Business Profile encourages the search engine to prioritize your listing, setting yourself up for more views. Don’t let those viewers (and potential customers) be discouraged to find an old, outdated profile.
Have You Googled You Recently?
Google gives you the platform and access to a local audience looking for small businesses just like you – you just have to fill it in!
Check your Google Business Profile today! Look it over for potential improvements. No neglected profile is perfect! It should be checked weekly.
It might feel like just another thing on your small business to-do list, but your Google Business Profile is one of the most valuable tools you have. Forward Digital Marketing can help lighten your load and build a fully optimized profile that helps customers find, and choose, you.