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4 Effective Ways a Google Business Profile Can Optimize SEO (and Why it Matters)

Lori Osborne • Nov 14, 2022

This free tool can help you better tell your brand’s story online and connect you with more local customers.

If you own a local business, one of the easiest and most beneficial steps you can take to grow your presence online is to set up and update your Google Business Profile.

If you aren’t familiar with Google Business Profile, it’s a location-based tool that allows you to manage your business or organization’s online presence across Google products. You control how your business appears in Google Search and Maps while greatly expanding your visibility on these platforms for local prospects.

Your business profile is an easy way to connect with customers and quickly build trust. It also affects your SEO. Google Business Profile is not a replacement for a good website. It will, however, increase traffic to your website and make your site easier to find for local prospects.

Google Business Profile is for businesses that have a physical location or those that provide service to a specific area. When people near your business search for your particular product or service, your Google Business Profile makes it a lot easier for them to find you in your local area.

Google Business Profile is valuable even if some of your sales happen online. You just have to have a business that either delivers to a local area or that sees customers face to face in your local area. Consider that 97% of people use the internet to learn more about a business before they ever step foot in a store.

Below are four ways a Google Business Profile can boost your SEO and expand your brand’s visibility:

1. Google Business Profile increases your prominence in local searches.

While Google Business Profile uses a complex formula for ranking searches, there are three overarching factors that affect SEO: proximity, relevance and prominence.

Proximity is fairly static — you can’t control where searches for businesses are taking place. Relevancy can be improved by optimizing your use of keywords to match those used by potential customers which will help your SEO.

One of the most consistent ways you can increase your SEO is to increase your prominence. This concept relates to some of the other items on this list, but it’s worth talking about this first as its own strategy because it can make a real difference for your business.

Prominence looks at all the activity around your business listing. It’s the cumulative effect of increasing reviews, having relevant content that users click on consistently, and get directions to your location.

Because Google Business Profile makes it easier to find and interact with your business, it also influences engagement and activity with your brand.

2. Google Business Profile connects you with customers who are nearby.

Imagine you are in an unfamiliar area looking for a place to grab a bite to eat or to get a massage. Or you are at home and your roof starts leaking, but you don’t know who to call. These are common scenarios.

When customers in your area are searching for nearby businesses, does yours come up in searches?

There are MANY business models that benefit from connecting with people who are physically near such as restaurants, landscaping businesses, salons, spas, pressure washers, brick-and-mortar boutiques, and countless other businesses that rely on people being physically in a store or service area. If you are the owner of one of these businesses, you want to be the listing that pops up at the top of local searches.

Google knows that 46% of all searches are seeking local information. When your business profile is complete, the location-based details are used to better connect you to those people searching online for reliable local businesses to visit.

Because 90% of internet searches are completed using Google, it makes sense to invest some time in optimizing your Google Business Profile.

Convenience is a big factor in many of the choices we make. It’s no different when searching for a business online. It’s why 72% of consumers who perform a local search will ultimately visit a store within five miles of their current location.

Those customers want to find out valuable information about your business immediately (like your hours, location and parking), even before they visit your website or physical location. Your Google Business Profile provides this instant, convenient access.

3. Google Business Profile lets you add current images.

Photos are an integral part of your Google Business Profile.

People interact with images from your business because, if done right, they give them an idea of what to expect from you, especially if your business is very visual (photography, yard cards, real estate, organizing, cleaning, etc.). Photos can also tell a story about your brand.

Images give potential customers insight into your brand and they give your business a more established, legitimate presence online. Adding visuals to your profile builds initial trust with customers, especially if you frequently update images and show a broad range of what your business offers.

Images also boost your SEO.

According to Google, business profiles with images receive 42% more requests for directions on Google Maps and 35% more clicks through to their websites than businesses without images.

When adding images, be sure to stick to high quality images. They don’t have to be professionally taken, but they still need to be crisp, clear, and relevant. Also make sure your photos are optimized because Google uses alt text and captions to help rank relevant searches. Use authentic and original images--Google doesn't tend to like stock images as much as originals. Google also likes images uploaded by customers.

4. Google Business Profile places your customer reviews front and center.

Having reviews from customers tells Google that your business is active and responsive, similar to the SEO benefits of having fresh images or other content on your website.

Google Business Profile makes it easy for potential customers to see what others think about your business without having to search too far.

Reviews are a great way to boost your SEO because they cost nothing and can say a lot about your business. Plus, if customers include visuals as part of their review, those additional images will also help your SEO.

Encouraging customers to leave you reviews is a great way to improve your SEO so that others can find you. Plus, people generally find customer reviews more authentic and trustworthy — they are one step away from having a friend or neighbor actually refer your business to them.

As part of your Google Business Profile strategy, you should have a plan to encourage your most loyal and satisfied customers to leave genuine reviews. Just don't ask many of them at the same time. Google sees this as potentially fraudulent. Go slow and steady over time and you will see the reviews add up. Attention new profiles: you will not be able to see reviews added to your profile for several weeks. Google itself needs to get to know, like and trust your business. After a few weeks, ask a trusted client to leave a review. If that review appears on your profile, you are good to go.

Depending on the type of business you have and how closely you work with your customers, you could consider using an automated reputation management system (like our Bolster Reviews program), a direct ask, a follow-up note after a purchase, an email campaign, social media strategy, or just adding a simple note to your business card.

Final Word

Not only does a Google Business Profile help customers find you, it’s a great tool for learning more about your customers. Google Business Profile includes tools for measuring engagement and gaining insights into how customers interact with your business online, including what keywords they used in their searches.

You can also read what customers say about you in reviews to know what you are doing right as well as ways to improve your customer service. While reading the reviews, it’s always a great idea to take a moment to respond to the review with a thank you, acknowledgment, or comment. Google sees that as your business trying to connect to the customer and potential customers will see that action as an active business connecting to customers. It's a win-win.

Another smart strategy is to mirror the language that customers use when they describe what they love about your business in your marketing and social media. Speaking their language will help you resonate more with your target audience. Bolstering small businesses through digital marketing solutions that work is truly what we do!

My team and I can work with you to establish and expand your online presence by building your website and optimizing your SEO, ultimately driving people to your website and your organization!

Click here to get started with your SEO audit now.