In today’s digital age, a strong online presence is essential for any business. One of the most effective ways to boost your visibility, especially in local search results, is by optimizing your Google Business Profile (formerly known as Google My Business). While having a profile is a great start, simply setting it up won’t be enough to attract customers. To truly grow your audience and bring in more traffic, you need to actively optimize and manage your profile.
In this guide, we’ll show you the best strategies to expand your Google Business Profile audience and make your business stand out.
1. Claim and Verify Your Google Business Profile
First things first—if you haven’t already, you need to claim and verify your Google Business Profile. This step is critical, as it gives you control over your business information and ensures everything displayed to potential customers is accurate.
Steps to Claim and Verify:
- Visit Google Business and sign in with your business account.
- Enter your business details and follow the instructions to request a verification code.
- You’ll receive the code via mail, phone, or email. Once verified, your profile will be live.
Pro Tip: Double-check all your business information—address, phone number, website, and hours of operation. Consistency is key. Inaccuracies can confuse customers and hurt your search rankings.
2. Complete Every Section of Your Profile
A fully completed profile is more likely to appear in local search results. Make sure you fill out every part of your Google Business Profile, including your:
- Business description
- Categories
- Services
- Operating hours
- Special attributes (e.g., women-owned, pet-friendly)
Why It Matters: Google tends to favor businesses with fully completed profiles, often giving them higher rankings. The more detailed your profile is, the more likely it is to appear in the Google 3-Pack—the top three local search results.
3. Use Keywords to Boost Your SEO
Just like your website, your Google Business Profile benefits from SEO. Use relevant keywords in your business description and services to help Google match your business with potential customers. Think about what your target audience is searching for.
For example, if you run a bakery in Chicago, include keywords like “best bakery in Chicago,” “gluten-free bakery,” or “custom cakes in Chicago.”
Pro Tip: Avoid overstuffing your profile with keywords. Keep the language natural, but use terms that accurately describe your services and location.
4. Add High-Quality Photos and Videos
Visual content is a powerful way to attract more attention to your profile. In fact, businesses with photos receive significantly more clicks, calls, and directions than those without. So, don’t skimp on uploading high-quality photos and videos that showcase your business.
Types of Photos to Include:
- Exterior shots so customers can easily recognize your business
- Interior photos showing the ambiance and setup
- Photos of your products or services
- Team photos to give a personal touch to your brand
Why It Matters: According to Google, businesses with photos receive 42% more requests for directions and 35% more website clicks. Visual content helps potential customers get a feel for what you offer, making them more likely to choose you.
5. Encourage Customer Reviews
Customer reviews are one of the most powerful tools in your marketing arsenal. They build trust and significantly impact your profile’s ranking in search results. Encourage satisfied customers to leave reviews on your Google Business Profile.
Tips to Get More Reviews:
- Include a review link in follow-up emails or text messages.
- Offer a small incentive, like a discount on their next visit, for leaving a review.
- Politely ask customers for feedback after a successful interaction.
Handling Negative Reviews: Don’t fear bad reviews—they happen to every business. The key is how you respond. Address negative reviews with professionalism, offer solutions, and show that you care about your customers’ experiences. This can actually turn a negative review into a positive impression for future customers.
6. Post Regular Updates
Think of your Google Business Profile as a mini-social media platform. You can share posts about promotions, special events, changes in hours, or new products. Regular updates keep your audience engaged and show Google that your business is active.
Examples of What to Post:
- “We’re offering 20% off this weekend!”
- “Now open on Sundays!”
- “Join us for our grand reopening event.”
Why It Matters: Active businesses tend to perform better in local searches. Regular posts also help you build stronger relationships with your customers, keeping them informed and engaged.
7. Utilize the Google Q&A Feature
Google’s Q&A feature lets customers ask questions directly on your business profile. It’s a great way to engage with your audience and clear up any common inquiries. Make sure you monitor and respond to questions promptly.
Pro Tip: You can also post frequently asked questions (FAQs) yourself, along with answers. This helps potential customers get the information they need quickly and efficiently.
8. Monitor Google Insights and Optimize
Google provides insights into how users interact with your profile, giving you valuable data on:
- How customers found your business (search queries)
- The number of profile views
- Customer actions (clicks, calls, and directions)
Use this data to track what’s working and where improvements can be made. For instance, if certain keywords are driving more traffic, you can focus on optimizing for those terms. If one type of post is getting more engagement, you can create more content like it.
Pro Tip: Regularly check your profile’s performance and adjust your strategy based on what’s driving results.
9. Consider Running Google Ads (Optional)
If you’re looking to boost your profile’s visibility even further, you might want to consider running Google Ads. These ads can help your business appear in more searches, especially in competitive industries. While it’s not a necessary step for everyone, it’s a great option if you’re looking to expand your reach quickly.
Conclusion
Expanding your Google Business Profile audience requires consistent effort, but the payoff is worth it. By following these steps—claiming your profile, optimizing it with keywords, adding high-quality visuals, encouraging reviews, and staying active—you can significantly increase your visibility and attract more customers.
Stay engaged, keep optimizing, and watch your business grow as your Google Business Profile becomes a powerful tool for connecting with local customers.
