Digital marketing has come to stay. SEO, which stands for Search Engine Optimisation, came around in the ’90s, and it looks like it’s not leaving us any time soon. Of course, SEO has changed over the years, and marketers and business owners have adapted to these updates accordingly.
However, when it came to local businesses, experts understood that other tools and tactics were required. What worked for global SEO did not work for local search engine optimisation. Stay with us as we explore one of the most popular local SEO tools out there: Google Business Profile.
Introduction of Google Business Profile
Google Business Profile, formerly known as Google My Business, began in 2005 through the Google Local Business Centre. However, the platform we know today was officially launched in 2014.
The platform is considered Google’s directory, allowing you to add crucial information about your business, such as NAP (name, address, phone number), photos, business location, and other details that can help your company appear in local search results.
Google, the world’s most famous search engine, is the place to be when you want to help your business get discovered by potential customers. Of course, you must set up your GBP correctly for it to be successful.
Starting Your Local SEO Journey: Setting up Your GBP
You need basic items when creating your Google Business Profile. Your business name, hours, contact number, and photos are essential for a successful setup.
It’s Time to Verify Your Business
As per Google’s security policies, you must verify your account before editing the business profile.
The process will vary depending on the profile’s needs. If you are verifying it for the first time, you must claim your profile. This can be done via text, phone, email, or video. However, Google may also ask you to verify your account again when you change some business information.
Add All the Information Required
Once you decide to create or claim a business profile on Google, you must add all the business information the platform requires. Some of these items are:
- Business hours
- Business NAP: name, address, phone number.
- Business description.
- Business logo, photos, and videos.
Content is King, Even for Local SEO
If you are here, you most likely have some knowledge about global SEO, which means you probably know how important content is in this regard.
Local SEO is not much different in this aspect, even if the execution is. While global SEO content is mostly focused on reaching wider audiences, local SEO content aims to reach people in the town or city where the business is located.
GBP plays a big role in this, as you can post SEO-optimised updates to your business account, helping you stay on potential customers’ radars.
Also Read: Effective Marketing Strategies to Boost Leads and Conversions
Let the SEO Games Begin — Optimise Your Google Business Profile
We all know by now that most people use Google search to find several things across the web. Whether you are looking for a restaurant or a new dentist’s office, trusting the search engine to help you find what you need is almost muscle memory at this point.
However, you must pay attention to several factors to ensure your business listing shows up on Google Search and Maps when people search for specific queries.
Some of the things that are part of Google Business Profile’s best practices are:
- Adding accurate information: Helps potential customers find your business.
- Ensuring you respond to reviews: Customer reviews are social proof. Most people read these thoroughly before making any decisions, so keeping them tidy and showcasing that you care about your clients through them can be a game-changer.
- Making sure you have chosen the right category for your business: An optimised Google Business Profile covers every aspect, and paying attention to this item can help more users find your business, since they will be searching for what you offer.
- Keeping your profile up to date: Ensure everything that represents your business stays fresh and current. Have you made any changes to your establishment? Has your menu had minor changes? Make sure you update your business profile accordingly!
- Asking for help, if needed: Company owners might have issues with their GBP management. Granted, owning and running a business is quite time-consuming, so if you find it difficult to keep up with this essential task, consider hiring agencies that offer local SEO services that can give you the helping hand you need.
Also Read: Advanced SEO Strategies with AI Translation for Multilingual Websites
Google Business Profile and Other Local SEO Tools
Google Business Profile is essential for local SEO, but experts also use other popular local SEO tools. Here is the thing: these platforms all have excellent features. Said, it is not a matter of which one is better, but a matter of which one fits your (or an agency’s) needs better.
Some experts prefer an all-in-one tool that lets them monitor multiple items at once (such as GBP metrics, on-site SEO status, and listing condition). Others prefer having item-focused tools. Here are some of the tools you can rely on when working on local SEO:
BrightLocal
BrightLocal is a user-friendly platform that allows you to monitor your local SEO metrics. With features such as local search audit, citation tracker, citation builder, and rank tracker, it is easy to see why this platform is highly sought-after. It also offers a free academy that helps you learn more about local SEO and how the platform works.
SEMRush
SEMRush is another popular local SEO platform among experts. The platform offers keyword research, review management, and rank-tracking features. Like BrightLocal, it also highlights listings that may need improvement.
Moz Local
The last tool we will mention today is another popular one among local SEO experts: Moz Local. One reason many choose to work with this platform is that it automatically deletes duplicate listings. It also helps with reputation management on sites like Facebook, Google, and others.
GMB Briefcase
GMB Briefcase is an AI-powered local SEO platform designed to streamline your online presence across multiple platforms like Google Business Profile, Facebook, Bing, and Yelp. This all-in-one solution helps boost local rankings and manage online reputation. Key features include local SEO audits, citation management, review monitoring, and social media integration. GMB Briefcase simplifies local SEO, providing insights and automation for businesses looking to enhance their local search visibility and customer engagement.
Also Read: Backlinks for Local SEO: Link Building Strategies
Wrapping Up
If you want to ensure your business shows up on Google Maps and Google Search, you must start at the root of it all: Google Business Profile. Today’s world moves through digital channels, and ensuring your business is visible to customers online is now an essential part of owning a company.
Remember to consider all aspects when working on your GBP, including reaching out to experts if needed. Thank you for reading!
