Improve Local Search Visibility with a Google Business Profile
Establishing a Google Business Profile is critical to your company’s local search engine optimization (SEO) strategy. It also provides a highly visible source for collecting reviews from customers and business partners. An up-to-date, complete Google Business Profile with a steady stream of highly rated reviews improves your website ranking in local search results.
Three Factors in Google’s Local Search Ranking
Google’s local search result rankings are based on a combination of three factors: relevance, distance, and prominence. This means that a Google Business Profile, although located farther away from the potential customer, could rank higher in Google’s local search results than a closer business providing similar products or services. If the Business Profile located farther away ranks higher, Google has determined that it is more relevant to the customer’s search parameters — and/or has more recent, higher quality customer reviews.
Manage your Google Business Profile like any other social media profile, including company pages on LinkedIn or Facebook or an Instagram business account. Regularly post photos and videos to reflect company achievements and accolades; update services, products, hours, and locations as changes occur; and link website and social media accounts for potential customers to easily learn more about your business.
Linking your social media accounts in your Business Profile gives “customers a more comprehensive view of a business’s online activity and engagement.” You may also find social media posts appearing on your Google Business Profile automatically, further encouraging current and potential customers to engage with your business.
Google Reviews & Prominence
Reviews are an important factor in Google’s determination of your website’s prominence. Besides boosting local SEO, positive Google reviews can increase the trust in and credibility of your business with the public it serves. A well-maintained Google Business Profile offers an easy way to engage with your customers and provides a source of user-generated content to share across your social media networks and website. In addition to the quantity and quality (high ratings and business-related content), recency of reviews and stakeholder engagements also factor into improved local search ranking for your business.
Credible back-links to your website and public mentions of your business in reputable sources online, for example, also factor into Google’s determination of a company’s prominence. Google states, “Prominence refers to how well-known a business is. [It] is also based on information that Google has about a business, from across the web, like links, articles, and directories. Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business's local ranking.”
What if my business doesn’t have a physical location?
If your business does not have a physical location open to the public, don’t let that stop you from creating a Google Business Profile! You will still inform Google of your address when establishing a verified profile, but you can opt to not disclose that information publicly. Instead, you can select the local, regional, or national geographies you serve, which will still positively impact your local search ranking.
Summary
Developing a Google Business Profile requires a minimal investment in time and it is a critical step in boosting your website ranking in local search results. It also provides you with an easy way to engage with your stakeholders and manage your brand reputation online. If you are considering ways in which to improve your online business presence, please contact us for a complimentary consultation to start the process of developing a digital strategy customized to your business.
