Google Business Profile (GBP), formerly known as Google My Business, is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps.
It plays a crucial role in how your business information appears in search results, including the knowledge graph (example image below) , local packs, and map listings. A well-optimised GBP can improve visibility, attract customers, and build trust. Here’s a structured three-month plan to guide you from setup to sustained growth.
Month 1: Laying the Foundation
Audit and Competitor Analysis
Begin by evaluating your current GBP. If you already have a profile, assess its strengths, identify missing elements, and update any outdated information. For newcomers, study competitors by examining their descriptions, categories, images, and reviews. Identify areas where your business may be lacking compared to others on GBP and work towards enhancing those aspects.
Claim and Verify Your Business
Visit google.com/business and select “Get started.” Sign in with your Google account; it’s advisable to create a separate one for your business. Enter your business name and choose a primary category. Decide whether to display your business address publicly. If yes, input your address and specify if you serve customers elsewhere. Optionally, add service areas or indicate your region. Provide a contact phone number and website (optional) for public display. Complete the process and enter your mailing address for verification if not publicly listed. In Australia, verification is typically done via postcard, which may take 5 to 21 days to arrive. Avoid editing your business details during this period to prevent delays. Once received, log in to GBP, select “Verify now,” enter the five-digit code from the postcard, and submit. Verification enables features like responding to customer reviews and messaging.
Optimise Your Google Business Profile for Success
Ensure all sections of your profile are complete: business name, address, phone number, and website details. Adhere to Google’s guidelines by selecting the most relevant primary category and adding additional ones as necessary. Craft a compelling, keyword-rich description that clearly outlines your offerings. Incorporate structured data (schema) into your website using an SEO plugin to enhance how your business information appears in search results.
Boost Relevance & Visibility with Service Listings and Engagement
List your services with concise, clear descriptions to improve relevance. Actively engage by promptly responding to reviews and questions to build trust. Populate your Q&A section with common questions and answers. Establish foundational citations by submitting your website to reputable and relevant business listing sites, focusing on local directories or industry-specific platforms. Publish Google Business Profile posts, which can be repurposed content from your website blog. Use the direct review link from your GBP dashboard to encourage genuine customer feedback, avoiding paid reviews or incentives.
Strengthen Visual and Location Signals
Initially, add high-quality images to showcase your business, aiming for new images weekly throughout the first month. Photos should be geo-tagged and named with relevant keywords to enhance local SEO. If applicable, create a short video tour of your business, introducing your team and services.
Month 2: Building Authority and Engagement
Develop a Content Strategy
Create a content calendar for GBP posts, focusing on topics relevant to your audience. Share updates, promotions, or industry news to keep your profile active and engaging.
Leverage Customer Reviews
Implement strategies to encourage satisfied customers to leave positive reviews. Respond to all reviews, addressing concerns professionally and thanking customers for positive feedback.
Utilise GBP Features
Explore and utilise additional GBP features such as booking buttons, messaging, or product listings to enhance user engagement and provide more value to potential customers.
Month 3: Analysing Performance and Continuous Improvement
Monitor Insights
Regularly review GBP insights to understand how customers find and interact with your profile. Analyse metrics like search queries, views, and actions to gauge performance.
Refine Strategies Based on Data
Use the insights gathered to refine your content strategy, service listings, and engagement approaches. Focus on what resonates with your audience and adjust your tactics accordingly.
Stay Updated with GBP Changes
Keep abreast of any updates or new features introduced by Google for GBP. Adapting to these changes promptly can provide a competitive edge and ensure your profile remains optimised.
Consistent Content Posting
Maintain a regular posting schedule to keep your audience engaged and signal to Google that your business is active.
Continuous Review Management
Monitor and respond to reviews promptly. Implement feedback where applicable to improve your services and customer satisfaction.
Regular Profile Audits
Periodically audit your GBP to ensure all information is current and accurate. Update any changes in services, hours, or contact details to provide the best user experience.
Final Thoughts
By following this structured approach, you can establish a strong Google Business Profile that enhances your local presence and drives sustained growth.
For more detailed guidance, check out Google’s support pages on Google Business Profile. Start today, and watch your local presence grow with every update and engagement.
Existing Snug Site Customers can also engage with us if they need help setting up a Google My Business Profile.
Happy optimising!
