A well-optimized Google Business Profile (GBP) is crucial for attracting local customers and standing out in a competitive market especially in today’s digital landscape. While many businesses stick to the basics, there are creative, out-of-the-box strategies that can significantly boost your profile’s visibility and engagement.
In this article, we explore unique tips from industry experts to help you take your Google Business Profile to the next level.
Leverage Local Content and Google Posts
Creating and regularly updating Google Posts is an excellent way to keep your profile active and engaging. Brandon Izdemir, CEO of Elysian Calculator, emphasizes the importance of using Google Posts to share promotional offers, events, and news.
“Consistently sharing valuable and relevant content through Google Posts helps you capture the attention of local customers and boost your profile’s relevance in local search results,” says Brandon. This proactive approach not only enhances visibility but also positions your business as a local authority.
Jennifer Burak, President of Character Events Management, also advocates for the use of Google Posts. He shares, “I post regular updates about promotions and events, using Google Posts to engage customers. Additionally, I create unique local content like blog posts or FAQs and ensure my profile features high-quality, relevant photos.”
This combination of consistent posting and engaging content can drive more traffic to your profile and improve your local search rankings.
Optimize with High-Quality Visuals
High-quality photos are a powerful tool for making your Google Business Profile stand out. Milan Ronald, from Otto Institute, recommends adding geo-tagged photos of your business and its products. “Update the business description to include local landmarks or popular areas can also make a huge difference in terms of seachability,” Milan adds.
By doing so, you help Google associate your business with specific locations, which can improve your visibility in local searches.
Similarly, Gabe Garcia, Founder of PierrePark, highlights the importance of using relevant, high-quality photos to attract local customers. “Adding relevant photos and utilizing Google’s Q&A feature by pre-answering common questions ahead of time can enhance visibility and attract more local customers into your marketing funnel,” he advises.
These tactics not only make your profile more visually appealing but also provide potential customers with valuable information about your business.
Encourage and Optimize Customer Reviews
Customer reviews are a critical component of a well-optimized Google Business Profile. Dana Rajlovic, Owner of Rajlovic & Associates, suggests getting creative with local SEO by encouraging clients to use local keywords in their reviews. “Of course, a lot of businesses stand out when they do regular posting of updates while incorporating local keywords,” says Dana.
This strategy not only improves your profile’s visibility but also builds trust with potential customers because of the transparency you show.
Barry Borges from Borges Rural Financing emphasizes the importance of responding to every review, whether positive or negative. “Responding to every review with genuine, thoughtful, and calculated replies builds trust and keeps the profile active and updated because prospects are inclined to look at them first before making a purchase,” Barry explains.
This level of engagement shows that you value customer feedback and are committed to maintaining a high standard of service.
Use Video Content to Enhance Engagement
Video content is an increasingly popular medium for engaging potential customers. Silvia Aggarwal, Owner of Aggarwal Tours, suggests creating catchy videos that showcase your business and its offerings. “You will be able to grab the attention of your prospects when you add these videos directly to the profile to make their experience more personalized and immersive,” Silvia notes.
Videos can be particularly effective in demonstrating the unique aspects of your business, making it more memorable to viewers.
Ross Vassundra, Operations Manager of City Service Corporation, offers a creative twist on this idea. He recommends creating a series of hyper-localized video testimonials from satisfied customers. “These videos can be uploaded directly to your Google Business Profile, offering authentic, local content that resonates with nearby potential customers,” Ross explains.
Incorporating local landmarks or events in these videos can further strengthen your business’s relevance to the area.
Partner with Local Influencers
Building partnerships with local influencers can give your Google Business Profile a significant boost because there is a massive audience already that relates to influencers. Adrian Cruz, Co-owner of Columbus Concrete Co, suggests teaming up with popular local influencers in your niche.
“Contact them and ask them to feature your business on their social media platforms, create content about your products/services, and tag your Google Business Profile. Also, be prepared to send some product samples or pay honorarium for influencer fees,” Adrian advises.
This strategy not only increases your online visibility but also attracts the influencer’s followers to check out your profile, enhancing your local rankings.
Optimize Business Information and Consistency
One of the foundational aspect of Google Business Profile optimization is by ensuring that your business information is accurate and consistent across all platforms. Milan Ronald emphasizes the importance of maintaining consistent NAP (Name, Address, Phone number) details.
“This consistency helps Google associate your business with specific areas, improving local search rankings,” Milan explains. Inaccurate or inconsistent information can confuse potential customers and negatively impact your profile’s visibility.
Muller Jones, from My Shenanigans Blog, adds an innovative twist to this approach. He suggests embedding Google Maps directions to your business directly on local community websites or forums.
“Embedding Google Maps directions not only drives traffic to your profile but tells to Google that people are actively searching for and visiting the location,” Muller shares. By integrating your Google Business Profile with other local digital assets, you can further enhance your visibility and relevance.
Engage with the Community and Local Events
Engaging with the local community can significantly enhance your Google Business Profile’s visibility. Suzanne Galleria recommends leveraging local events to boost your profile.
“If a business sponsors a local event or is involved in a community activity, I update the GBP with photos and posts about it,” Suzanne advises. This not only shows local involvement but also increases engagement, which Google favors in its local search algorithm.
Tiago Pita, Brand and eCommerce Director at Whole Food Earth, also emphasizes the importance of community engagement. “Engaging with customer reviews and using Google Posts enhances visibility and improves local search rankings especially when you reply with genuine and compassionate words because customers greatly appreciate that,” Tiago explains.
By actively participating in your community, both online and offline, you can build a stronger connection with local customers and improve your profile’s performance.
Use Google’s Q&A Feature to Address Common Questions
Google’s Q&A feature is an often underutilized tool for optimizing your Google Business Profile. Gabe Garcia highlights the benefits of pre-populating common questions in the Q&A section.
“Leveraging Google’s Q&A feature by pre-populating common questions can enhance visibility and attract more local customers,” Gabe suggests. This not only provides potential customers with quick answers to their questions but also allows you to showcase your expertise and customer service.
Hyper-Localize Your Content
Creating hyper-localized content can help your business stand out in local search results, so Tiago recommends incorporating local landmarks or events into your Google Posts and business description.
“These small but powerful tactics make the business more visible to the local audience because you are taking advantage of the location,” Muller advises. By tailoring your content to the specific needs and interests of your local community, you can create a more personalized experience for your customers.
Experiment with Creative Incentives for Reviews
Encouraging customers to leave reviews can be challenging, but offering creative incentives can make a difference. Suzanne suggests offering small incentives, like discounts, for honest feedback.
“Getting more reviews and incentivizing customers to review your business builds credibility and your authority,” Suzanne explains. These incentives can motivate satisfied customers to share their experiences, which can boost your profile’s visibility and improve your local search rankings.
Final Thoughts
Optimizing your Google Business Profile doesn’t have to be limited to the basics. By implementing these out-of-the-box strategies from industry experts, you can enhance your profile’s visibility, engagement, and local search rankings.
From leveraging video content and Google Posts to engaging with local influencers and community events, these creative tactics will help your business stand out in a crowded digital landscape. Start experimenting with these tips today to take your Google Business Profile to new heights.