If you're looking to improve your local business visibility, Google Business Profile (GBP) is a powerful and often underutilised tool. While many businesses focus on traditional social media platforms or paid advertising, GBP offers a free and effective way to optimise your presence on Google Search and Maps.

Why Google Business Profile?

Most consumers still rely on Google as their preferred search engine. Whether someone is looking for a product, service, or business in their area, Google prioritises local search results and listings tied to Google Business Profiles. This means businesses with well-maintained profiles are more likely to appear in local searches, gaining an edge over competitors.

Optimising your profile isn’t complicated, but it does require effort to set up and maintain. A fully optimised profile will:

• Improve your chances of appearing in the local "map pack" (the top three local search results).
• Showcase customer reviews, which build trust and credibility.
• Provide up-to-date information about your services, contact details, and opening hours.

Tips for Optimising Your Google Business Profile

1. Complete Your Profile
   Add accurate business details, including your business name, address, contact information, and website. If you serve customers in multiple locations, consider adding separate service areas.

2. Focus on Reviews
   Positive reviews significantly influence customer trust. Always respond to reviews promptly, whether they are positive or negative. For negative reviews, respond professionally and politely to show your commitment to resolving issues.

3. Use High-Quality Visuals
   Add photos and videos that showcase your business. Whether it’s your workspace, products, or team, high-quality visuals help make a strong impression.

4. Post Regular Updates
   Just like on social media, posting regularly on GBP keeps your profile fresh. Share updates about your business, promotions, or helpful tips relevant to your industry.

5. Leverage Q&A Features
   Use the Q&A section to answer common customer questions. You can even create your own questions and answer them to ensure accurate and helpful information is readily available.

6. Monitor Insights
   While Google Business Profile’s built-in insights are basic, they can help you understand how customers interact with your profile. For deeper insights, consider using Google Analytics alongside GBP.

The Benefits of a Strong Google Business Profile

A well-maintained GBP offers several advantages. It helps you rank higher in local searches, improves customer trust through reviews, and increases your chances of converting searches into sales or inquiries. Moreover, it’s a cost-effective complement to your existing marketing efforts.

Final Thoughts

Google Business Profile is not just a listing—it’s a tool for building your local presence and creating meaningful connections with your audience. While it might take some effort initially, the benefits far outweigh the investment of time. If you're a business owner, start optimising your profile today to unlock new opportunities.

This session was held by Melanie Boylan and is available to watch in the members club