Google Business Profile, otherwise known as GBP (and formerly known as Google My Business), is a valuable free Google marketing tool that’s underused. But taking advantage of this free listing can help you boost brand awareness on the world’s most popular search engine and gain more customers. Here’s how you can make the most of your GBP: 1.Write an Engaging, Keyword-Friendly Business Description: Your GBP description is the first thing users see when your business pops up on Google search. So, you need it to be accurate, compelling, and relevant to your target audience. Here’s how to do it: Be Concise and Showcase What Makes Your Brand Unique Provide clear information about what you do. But sprinkle in some personality by highlighting your brand’s story, mission, and core values. Include Strategic Keywords Besides writing a description that potential customers respond well to, you also need search engines to respond well to it. This is where SEO keywords come in. Including relevant, frequently searched terms connected to your business and industry can help you rank higher on search engines. Which makes it easier for customers to find you. Say you’re a local pet store. It would make sense to include location-specific keywords in your profile to target pet owners in your area. To find the right phrases to boost your profile visibility, start with keyword research. This just means finding and evaluating strategic keywords for your specific company to target. It might seem intimidating if you’ve never done it before, but don’t worry. this Keyword Magic Tool can help you find the right phrases to include to boost your profile visibility. To start, you need a broad phrase or term related to your brand’s niche or industry. This is known as a seed keyword. Seed keywords serve as the starting point from which you’ll find more specific keywords. For example, “pet stores.” Note: Seed keywords aren’t the same as primary keywords. Seed keywords are much more generic, as they serve as the root point of your search. Primary keywords come from seed keywords. They’re the main ones you actually use in your SEO strategy. 2.Set Up Direct Messaging: Set up direct messaging to answer questions, get feedback, and engage with potential customers. This GBP feature allows searchers to contact you directly. So, you can quickly provide information and respond to questions that can boost sales and encourage more business. Responding to each customer’s concern personally shows that you value them. This helps build trust and satisfaction. And happy customers are likely to recommend your business to others. Note: If you haven’t done so yet, Google will ask you to verify your business before you can set up direct messaging. Click the blue “Get verified” button. Enter your business address and click “Next.” If accepted, you’ll see “You're now verified.” Click “Next.” You may also need to confirm your business hours. Once that’s done, click “Next.” Then, you’ll see “Add messaging.” Click the “Turn on” button and add your contact info so customers can use it to reach out to you. Then, you’ll receive a verification code from Google to confirm your identity. Enter that code, and you’re all set. Automate Basic Replies: Even if you can’t get to a customer inquiry right away, people want to know their message has been received. According to a 2022 survey, 70% of consumers expect a same-day response after contacting a company. Automated replies give customers a reasonable expectation of when they can expect to hear from you so they don’t think you’re ignoring them. GBP has an automated, customizable “away message” feature you can use to initially reply to users. Go to “Messages” > “Chat settings” > “Away mode” to set yours up. Make sure to keep your away messages up-to-date—especially if you add any details like: Away for the holidays On vacation until … We’re moving to a new location! 3.Add Compelling Photos That Represent Your Brand: Whether you’re adding to your GBP photo album or uploading a post or product, you want high-quality pictures that show off the best of your brand. These visuals are key to hooking in new customers and driving engagement. Here are some best practices: Ensure your pictures adhere to Google’s photo guidelines: Following Google’s standards for file sizes and formatting makes sure they’re clear and upload correctly Post different types of photos: From exterior shots to staff and customer interactions, strive to show a 360-view of your business Add new photos to share updates: Keep things fresh and keep shoppers in the loop on your latest products, specials, and events Showcase your business’ unique features: Share pictures of the things your customers will want to take pictures of, whether it’s a unique dish or a vivid mural. Pro tip: Besides your own pictures, share relevant user-generated content (UGC) from customers using your products or services. These photos tell an authentic story about your company and encourage others to take their own pictures in the hopes of getting featured on your page. 4.Regularly Post to Your Google Business Profile. Think of your GBP as an extension of your existing social media marketing strategy. Taking the time to regularly update your GBP helps you enhance brand visibility and customer engagement. Posting frequently shows that your business is active and gives searchers an idea of what your brand is all about. And you can use your posts to encourage users to move down the marketing funnel. GBP offer three different kinds of posts: Update: Use this for regular posts. Offer: Use this for specials and promos. Event: Use this to promote any kind of special event. How to Create and Publish a Google Post Sign into your GBP account. Click the “Add update” button on your dashboard. You might have to click on the drop-down arrow if you don’t initially see it as an option. Choose “Add update,” “Add offer,” or “Add event.” For this example, we’ll use “Add update.” Create Detailed Descriptions. Like your business description, your product descriptions can make or break customer interest. So, you need to be concise, thoughtful, and keyword friendly. Start by adding the product name, price, and web-page URL in the relevant fields. Then, highlight the core features of your product or service that’ll resonate with your target audience. Let’s say we were selling candles. Some notable elements to hone in on could include: The basics: A rose-gold, vanilla-scented candle with a four-hour burn time, perfect for intimate dinners or a relaxing bath. Product components: Blend of natural soy wax and high-grade vanilla essence for a clean, authentic fragrance. Stand-out features: Made locally by company founder, Julia, and her sister, Maria, ensuring each candle has a personal touch. Packaged in eco-friendly materials to reduce environmental footprint. Don’t forget to integrate relevant keywords into these descriptions (e.g., “vanilla candle,” “eco-friendly candle”). Use them naturally in your writing so you can boost your SEO without sacrificing readability. Crafting engaging, SEO-friendly descriptions from scratch for each of your products can take a lot of time and brain power. Save yours by using AI Writing Assistants. Choose the Most Relevant Product Categories. Think of your product categories like keywords. The right categories can get you in front of people who’re the most likely to use your products or services. To choose yours, click the “Select a category” drop-down and hit “Create a new category.” Note: If you’ve entered a product category in the past, it’ll appear in the drop-down menu when you click “Select a category.” Type in a relevant product category under 58 characters. Once all your fields are filled out and you’ve uploaded a photo, click “Publish.” If you have any errors (like a dollar sign symbol in the product price), you’ll be asked to edit them. If not, you’ll see a screen that says “Your product is being added.” If you have more products to add, click the “Add next product” button and repeat the same process. 5.Respond to Customer Reviews. Managing and responding to customer reviews—both positive and negative—shows you value customer feedback. In fact, a Google study found that businesses that respond to reviews are considered nearly two times more trustworthy than those that don't. Your responses also contribute to establishing your brand’s trustworthiness with search engines. This is a key factor in how Google evaluates and ranks content. Allocate time to: Thank your customers for positive reviews; Address concerns mentioned in negative or bad reviews with professionalism; Actively communicate any misconceptions and offer solutions if required. Pro tip: Use the “Ask for Reviews” button on your GBP dashboard to get a shareable link to encourage more users to review of your business. Here’s an example of the owner of a small, local bakery responding to a negative review: And the same business owner responding to a positive review: While it’s important to acknowledge reviews, it can be time consuming. Frequently Asked Questions (FAQs)
How Often Should I Update My Google Business Profile? There isn’t a specific “right” number when it comes to posting. But we recommend publishing at least once a week to show searchers you’re active. And make updates as needed on key info like your business hours, new products, events, etc. Incorporating fresh content also sends activity signals to Google. These signals indicate that your business is engaged and interactive, which boosts your credibility in the eyes of the search engine. Does Running Google Ads Help My Google Business Profile? Yes, It can! While you can’t place ads directly on your GBP, Google Ads can still help increase your brand visibility and traffic. So, your profile will also benefit. And if you’re a local business, your local SEO will get a boost through targeting specific areas. Which helps you reach more relevant potential customers. What's the Most Efficient Way to Update My GBP? The quickest way to update and maintain your Google Business Profile is by using a central management tool. Instead of juggling updates, posts, and reviews manually—which can be overwhelming, especially for small teams or busy business owners—a tool like this Listing Management tool that centralizes all the tasks. Skip the duplicate efforts. Keep a close eye on your GBP and all your other business listings in one spot. Comments are closed.
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