I want to start open sourcing a lot of my processes in hopes that people can read through this on their own and get going on search engine optimization. SEO can be a struggle, especially for small businesses just starting their journey and hiring an SEO expert just isn’t feasible. The SEO industry is also notorious as the used car salesmen of the tech eco-system and I’ve seen way too many people get taken advantage of.
What is Local SEO?
This post is aimed for the business owners with a physical location or businesses wanting to target a specific geographic area. Local search engine optimization is a marketing skillset that encompasses a variety of techniques to help your brand stand out to potential customers in your local market. I’m going to do some blog post series that are focused on helping business owners improve their brand visibility locally. Today we are going to dive into arguably the most important tool to accomplish this: Google Business Profile (GBP).
How to set up Your Google Business Profile
In November 2021 Google rebranded Google My Business (GMB) to Google Business Profile (GBP) You will often see Google My Business across the web, this is the same as Google Business Profile.
Step one, claim or create your Google Business Profile (GPB) account. It’s a free business account that creates a profile you see when searching on Google Maps. We want to be as through and detailed as possible when setting this up. Complete every section possible.
- Enter Your Business Name: Use your actual, legal business name. Google has cracked down hard on keyword stuffing in titles, so keep it clean and compliant.
- Add Relevant Contact Info: Make sure your address, phone number, email, and website link are 100% accurate and consistent with how they appear across the web.
- Verify Your Account: Google has largely moved away from mail-in postcards. Expect to complete a video verification process. You'll need to record a continuous, unedited video showing your street sign, your physical setup, and proof of operations (like unlocking the door or showing your point-of-sale system) to prove you're legitimate.
Optimizing your Google Business Profile
Okay, we got the basics set up for GBP, now let’s help your business stand out a bit.
- Add Your Products and Services: Make sure to list every single service you offer or product you sell. Don't leave anything to interpretation.
- Upload High-Quality, Branded Photos: Real, detailed pictures are massive for conversion. Skip the stock photography and include:
- Write a Clear Description: Use local keywords relevant to your business organically. Think about how potential clients actually search—e.g., “handmade cannolis in Flushing, New York.”
- Add Business Attributes: Include relevant attributes like accessibility features, outdoor seating, or specific amenities.
- Keep Your Hours Current: Update them regularly, especially for holidays.it.
Pro Tip: Google no longer supports a native Q&A feature on profiles. To compensate, make sure your actual website has a robust, crawlable FAQ section. Google's AI frequently scrapes website content to answer queries right on the search results page.
Get that street cred
According to a 2021 survey by White Spark, the most best Google Business Profile conversion factors are high numerical google ratings, 4+ stars and the positive sentiment left in those comments. 4/5 of the factors are all related to reviews while one is a completed GBP. Not only does it help with conversion, but it helps with local ranking as well. So here’s some tips on gaining those reviews:
- Be Authentic: Give customers a genuine reason to leave a review by providing excellent service.
- Reduce the Friction: Create a short, clean URL link directly to your review page. You can generate this right inside your GBP dashboard. Put it on your website, a friendly sign by the register, or a QR code on your receipts.
- Watch the Compliance Rules: Never offer incentives (discounts, freebies) in exchange for reviews. It's against Google’s terms. Furthermore, do not coach your customers on what to say. Google’s automated review filters are highly aggressive and will flag or delete reviews that sound artificial or stuffed with exact-match keywords.
- Respond to Everything: Leave a friendly thank you note for positive reviews. If you get a negative one, stay professional. Express empathy, keep it brief, and offer to take the conversation offline to resolve it.
Publish posts on your Google Business Profile
You can leverage your GBP as a social media platform which allows GBP to make posts. Google Business Profile offers a view post types. These posts have been found to increase local SEO, don’t forget to include some keywords into these posts. This is literally free advertising.
- Special Offers: Running a sale or a seasonal discount? Push it here
- What’s New: Just drop a new menu item or launch a new service line? Make a post and include a couple of relevant keywords.
- Events: Hosting a local workshop, pop-up, or open house? Set it up with specific dates and times.
Post-Setup Maintenance (The 30-Day Freshness Rule)
Your Google Business Profile is an ongoing project, not a "set it and forget it" task. Local SEO algorithm patterns show that profiles left stagnant for more than 30 days can experience a noticeable drop in visibility.
To keep your profile healthy, build a quick monthly routine around these five steps:
- Spam Hunting: Check your local competitors. Report fake, keyword-stuffed, or duplicate business profiles using Google's redressal forms to clear out the noise in your market.
- Keep it Fresh: Drop at least one new real photo or publish a new update post every single month to signal active operations.
- Audit Data: Make sure your hours, holiday schedules, and contact info stay perfectly accurate.
- Manage Reviews: Keep responding to incoming reviews consistently.
- Be Patient: Local SEO success is an organic compounding game. Diligence and consistency always win out over quick hacks.