Google Business Profile to Improve Local SEO

A Google Business Profile, formerly known as Google My Business, is a free online tool provided by Google that allows businesses and organisations to manage their online presence on Google’s local search results and map services. It’s a valuable resource for businesses of all sizes and types and is particularly important for local SEO (Search Engine Optimisation).

Here we take a brief look at what a Google Business Profile is and why it’s essential for SEO.

A Google Business Profile is simply a business listing on Google. It provides businesses with the ability to manage how their information appears in Google Search and Google Maps. Business owners can claim and verify their profile, which allows them to control and update key information about their business, including their name, address, phone number, website, hours of operation, categories, photos, and more. This information is displayed in local search results (the “local pack”) and on Google Maps when users search for businesses or services in their area.

Setting up a Google Business Profile is an essential part of basic SEO. It is crucial for the following reasons related to SEO and online visibility:

Local Search Ranking

Google often displays business profiles in the “Local Pack” or “Map Pack,” which is a prominent section of search results for local queries such as “accountants near me”. Having a well-optimised Google Business Profile, that is regularly updated, can improve your chances of appearing in this valuable section of the search landscape.

Improved Visibility

An optimised business profile increases your business’s visibility in local search results, ensuring that potential customers can find your business when searching for products or services in your area.

Trust and Credibility

A complete and up-to-date profile with positive reviews and accurate information helps build trust with potential customers. User reviews and ratings are prominently displayed in business profiles. You can also display summaries of products and services the business offers, which can influence a user’s decision to engage with your business.

User Engagement

Your business profile can include photos, posts, product details and links to other information on the website that can attract and engage users. Frequent updates, promotions, and high-quality images can encourage users to interact with your profile and visit your website or physical location.

Information Consistency

A well-maintained business profile ensures that your business information is consistent across the web, which is an important factor for local SEO. Inconsistent information can lead to confusion among your customer base and lower search engine rankings.

Mobile and Voice Search

With the rise of mobile and voice search, users often rely on Google Business Profiles to find businesses while on the go. Ensuring that your business information is accurate and readily available is crucial in these scenarios.

Insights and Analytics

Google Business Profile provides valuable insights into how users find and interact with your listing. You can see data on profile views, clicks, calls, and more, helping you refine your local SEO and marketing efforts.

In summary, a well-optimised Google Business Profile is essential for local SEO and helps businesses attract local customers, build trust, and improve their online visibility in their local area. By maintaining an accurate, engaging, and up-to-date profile, businesses can enhance their chances of ranking well in local search results and benefiting from increased web and foot traffic.

About Michelle Symonds

Established as an SEO specialist since 2009, following a career as a software engineer in the oil industry and investment banking. Michelle draws on her IT and web development experience to develop best-practice processes for implementing successful SEO strategies. Her pro-active approach to SEO enables organisations to raise their online profile and reach new audiences, both nationally and internationally. She has a wealth of cross-industry experience from startups to Fortune 500 companies .

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