How a Google Business Profile Boosts Your Local SEO
Having a Google Business (formerly “Google My Business”) profile helps improve your SEO (search engine optimization), especially locally. Your business is much more visible in search results, and it improves your ranking.
Before we get into the “how and why,” let’s review some basics:
What is SEO?
SEO is search engine optimization. It’s the process of optimizing your website content to make your site more visible in search engines and rank higher in the search result list.
Incorporating keywords into your website content that your audience is searching, creating helpful content (like videos, blog posts, or even just informative web pages), and regular updates to your site lets Google know that your company is trustworthy.
What is a Google Business Profile?
You know that profile summary box on the right-hand side of your search engine results with business information, or the list of businesses that show up in Google Maps? Those are Google Business Profiles.
A Google Business profile is a free tool that helps you manage your business on Google in their search engine and on Maps. You can personalize the profile with a profile picture, cover photo and other images; with hours of operation, contact information, and more. You can post updates and interact with customers by responding to their reviews of your business.
(Semrush has an excellent post here that includes a thorough explanation, pictures, and in-depth how-tos.)
If you have yet to create your Google Business profile, here are Google’s instructions on how to get started.
Let’s jump in:
Here are 3 ways that a Google Business profile boosts your search engine optimization:
Stronger Visibility in Local Searches
Having a Google Business Profile makes it easy for local customers to find your business. With your address and map information included in your profile, your business will appear higher in the results list when your audience searches relevant search terms.
Your profile helps your business show up in map searches for "near me" queries (“restaurants near me,” “contractors near me,” etc.). When users search for businesses near them, Google will display a “local pack” at the top of the results. Your profile helps you stand out in this prime real estate.
Why does this matter?
Well, users who are searching for “[business] near me,” whether it’s a restaurant, service, or otherwise, are done by people who are ready to make a purchase. They are a high-intent customer, and showing up first in results (with an optimized profile and strong web presence!) means you’re much more likely to benefit from that business.
(It’s not unlike being listed first in the phone book for “AAA Plumbing.”)
Improved Credibility
With a Google Business Profile, you have the opportunity to capture reviews and ratings for your business from past customers.
Customer reviews and ratings build trust and influence purchasing decisions.
Even better, positive reviews and ratings on your profile increase your credibility, which in turn makes Google much more likely to recommend your business in search results.
Google Business profile + positive customer ratings = better search results.
Boosts Engagement and Traffic
Your Google Business Profile is a hub of essential information, making it easy for customers to connect with your business. Your audience has immediate access to whatever they’re looking for (phone number, address, or website link), simplifying the decision-making process and encourages customers to get in touch.
It helps you get eyes on your business, boost your traffic, and capture leads a lot easier than relying on just SEO alone.
A Google Business Profile is like your digital business card. Used effectively, it helps your business rank higher in local searches, improves trust and credibility in your brand, and boosts traffic and engagement.