The Zero-Cost SEO Tool: Optimizing Your Business Profile for Local Domination

Your small business can appear above organic search business can appear above organic search results and competitors’ websites in the local 3-pack, and here’s the trick. The Google Business Profile (GBP) is a free tool that allows businesses to manage to their online presence on Google Search and Maps and mastering just four key areas of your GBP is essential for local domination and driving foot traffic. Before diving into this topic be sure to read more about SEO in my recent blog post.

Foundation: Getting The Basics Right

The first step is making sure that your profile is verified, this is a simple process by searching your business on the google search engine and then clicking to claim the business, you will then follow verification steps to ensure you are the correct owner. Once you are verified, you can determine your NAP (Name, Address, Phone), this is crucial for local search results. Your NAP should be consistent everywhere (websites, directories, GBP) to build trust with your community.

GBP gives you the opportunity to classify your business into categories which is the most critical descriptive field. This is separated into primary and secondary categories. When defining your primary category, it should be the most specific and accurate description of your business’s function. If you had a soul-food restaurant then you can categorize your business as a restaurant. When it comes to defining your secondary category, this can cover additional products or services that are offered. This could be where you define restaurant as a “soul-food restaurant”.

Authority: Building Trust with Photos and Reviews

Have you ever searched a business that may have seemed sketchy and went to see if they had any photos and reviews to determine if you will shop there? This is a very common practice before visiting new businesses. Never underestimate the power of photos, profiles with quality photos get more clicks. Photos that show the exterior of the business or team members build consistency and can reassure customers by showing that you are a credible business.

Reviews can make or break your business, while it can determine if a customer will come to your business but, it also helps with local ranking factors. Review quantity, star rating, and recency are used when suggesting your business and help build credibility as well. a great way to gain more reviews is by providing customers with a direct link to write a review on your GBP review page. It is also helpful to respond to reviews to show that you prioritize customer relationships which in turn brings more customers to your establishment.

Freshness & Engagement

Showcasing all of the cool moments within your business is a great tool to increase engagement. Google Posts in GBP is a social media-style update that appears in your business's listing on Google Search and Maps. You can use this tool to advertise sales, share events, and highlight new services. Posts provide fresh content to keep your community updated on changes going on with your business.

Consistent, Continuous Effort

Your GBP is a living profile, not a “set it and forget it” tool. It’s important to dedicate time aside to build your profile and spend time posting and responding to reviews. This consistent, zero cost effort is the key to dominating your local search rankings.