Google Business Profile (formerly called Google My Business) is a free tool provided by Google that allows businesses to manage their online presence across Google, including in Search and Maps.
Having an optimized profile is emphasized in Google's own recommendations for improving your local ranking.
This profile enables business owners to create and verify their business listing, share relevant information, and interact with customers through reviews, posts, and messaging.
Characteristics and benefits of Google Business Profile for local SEO:
- Increased visibility: A well-optimized Google Business Profile can improve a business's visibility in local search results, including the “Local Pack” (the top 3 local business listings) and Google Maps.
- Key business information: Profiles display essential information such as business name, address, phone number, website, hours of operation, and directions, making it easier for potential customers to find and contact the business.
- Reviews and ratings: Customers can leave reviews and ratings on a business's profile, which can influence local search rankings and help build trust and credibility with potential customers.
- Photos and videos: Business owners can showcase their products, services, and location by adding photos and videos to their profile, providing a visual representation of their offerings.
- Posts and offers: Businesses can create posts to share updates, promotions, events, and special offers directly on their profile, engaging with their audience and potentially attracting more customers.
- Insights and analytics: Google Business Profile provides valuable insights into how customers find and interact with a business's profile, including search queries, click-through rates, and customer actions (e.g., website visits, direction requests, and phone calls).
- Question and answer feature: Profiles include a Q&A section where customers can ask questions, and business owners can provide answers, facilitating communication and addressing common inquiries.
- Special features: Google Business Profile also offers special buttons for particular niches. For example, restaurants can provide buttons or links to order in advance or book a table. Service-based businesses can offer appointments, and so on.
By leveraging these features and maintaining an accurate, complete, and engaging Google Business Profile, local businesses can improve their online presence, attract more customers, and ultimately drive more foot traffic and sales.
Related:
How to Use a Google Business Profile to Boost Local SEO
How to Manage Google Reviews for Improved SEO
What is NAP in SEO?