If you’re a local business trying to attract more customers online, your Google Business Profile (GBP) could be the game-changer you’ve been overlooking. As any reputable Google SEO company will tell you, your profile isn’t just a digital listing, it’s a key factor in how your business ranks in local search results.
What is a Google business profile?
A Google Business Profile (formerly Google My Business) is a free tool that allows businesses to manage how they appear across Google Search and Maps. It displays essential information like your address, phone number, website, business hours, customer reviews, and photos.
But it’s more than just a directory listing. It plays a direct role in local SEO rankings, especially when someone types in a keyword followed by “near me” or a specific location.
Why it matters for Local SEO
Google uses three main factors to determine local rankings: relevance, distance, and prominence.
- Relevance: Is your business profile a good match for what someone is searching for?
- Distance: How far is your business from the person searching?
- Prominence: How well-known is your business, both online and offline?
Keeping your Google Business Profile fully optimised helps you tick all of these boxes. It’s no surprise that any experienced SEO firm puts local profile optimisation at the top of their checklist for businesses with a physical location.
Key ways your profile impacts rankings
1. Accurate business information
Google rewards accuracy. Make sure your name, address, and phone number (NAP) are consistent across your website and other listings. This helps build trust and improves your chances of ranking higher in local packs.
2. Positive reviews and ratings
Reviews not only influence customer decisions, they also signal quality and authority to Google. Encourage satisfied customers to leave a review, and always respond professionally to feedback.
3. Keyword-rich business description
Use your business description to naturally include keywords that your target audience is searching for. For example, if you’re a florist in Manchester, you might include terms like “wedding flowers in Manchester” or “same-day flower delivery.”
4. Photos and regular updates
Uploading high-quality photos of your premises, products, and team helps build engagement and trust. Regular updates, such as posts about offers or new services, show Google your business is active and relevant.
5. Service areas and categories
Choose the most accurate category for your business and list your service areas. These small details help Google show your listing to the right people in the right places.
Work with the right SEO experts
Getting your Google Business Profile right is just one part of an effective local SEO strategy. A professional Google SEO company can help ensure all aspects of your online presence, from on-site optimisation to backlinks, are working together to boost your visibility.
Whether you’re a tradesperson, retailer, or local service provider, partnering with a trusted SEO firm can help you move up the local rankings and attract more footfall and online leads.
Final thoughts
In today’s competitive landscape, you can’t afford to neglect your Google Business Profile. It’s one of the most visible and influential tools you have at your disposal to attract local customers, and it’s completely free.
Take the time to optimise it, or better yet, team up with a Google SEO company that can do it properly. A well-managed profile can make the difference between being found online or being overlooked.