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Google Business Profile Optimization (formerly My Business)

 What is a Google Business Profile?

Google Business Profile is a free service that allows searchers to provide additional information about their business on Google Maps and search results pages when performing local searches. To gain more visibility on Google search results pages and to appear on Google Maps, many companies create Google Business Profiles. However, in order to use the profile for SEO, it is necessary to optimize the profile, not just create it.

Google Business Profile Optimization (formerly My Business)

Google Business Profile Optimization

When determining local search rankings, Google considers the following three factors to determine local search rankings.

Relevance: How well your Google Business Profile listing matches your search terms.

Distance: how far your business location is from searchers

Reputation: How well-known your business is (evaluate the number of reviews, review score, number of links, SEO factors, etc.)

Let's see what we need to optimize to meet the above factors.

1. Fill in all elements of the profile

With a complete business profile, customers are 2.7x more likely to think your brand has a good reputation and 70% more likely to visit a brick-and-mortar store or website. Google specifically states that “businesses with complete and accurate information are easier to match relevant searches too.” In particular, it is important for brands to tell them exactly what they are doing (industry category), where they are (address and contact information), and when customers can visit (business hours).

2. Include key keywords

Using the right keywords will boost your relevance factor. Leverage Google Analytics, Google Trend, and more to find keywords that searchers are actually using to search for your business, and include them in your profile to describe your brand. This can affect your search ranking.

3. Add images and videos

Business profile elements include your logo and profile image. We recommend that you include high-quality images that will make it easy for searchers to recognize your brand, such as product photos, and the exterior or interior of your company. You can also upload a video, which must be 30 seconds or less and less than 100 MB.

4. Manage reviews and respond to messages

You can increase your reputation score by interacting directly by responding to customer reviews. You can also enable the ability for your customers to send you messages, allowing you to engage directly with customers on a one-on-one basis and increase conversion rates. In the message function, the first greeting can be set as a user-specified message, so it can get good marks in the responsiveness of the business.

5. Add special features and properties

Depending on the selected industry category, special features of your business profile are available. For example, for hotels, you can add ratings, amenities, sustainability, highlights (special facilities, amenities), reservation links, etc. For restaurants, you can add menus, pictures of dishes, popular dishes, busy times, etc. there is.

Effect of Google Business Profile

1. Increase visibility and brand awareness within search results pages

When you use your business profile effectively, your business information is exposed on the right side of the search results page, allowing searchers to recognize your brand. Also, if you have an offline store, you can expect an increase in visitors because it will be exposed on Google Maps. In addition, you can expect more exposure for free by utilizing the post function provided by your business profile.

2. Provide accurate information

In order to improve the search result page satisfaction of searchers, Google displays websites with accurate information at the top. In the case of a website that has a business profile through ownership verification, it can be judged that the information provided by other sites is relatively reliable, so the probability of top exposure on the brand page increases.

3. Increase user confidence

Reviews and messaging capabilities allow business profile managers to engage directly with customers, including prospects. In addition, by operating a QnA or FAQ element, searchers can easily get answers to their questions, thereby increasing the credibility of the brand itself.

Conclusion

Google Business Profile, which operates independently of the website, is a free tool that business operators will not want to miss. Since it can indirectly affect SEO and increase brand awareness and attract potential customers, I think that if you know the special features and attributes of your business profile and add information that is appropriate for your brand, you can also expect to increase traffic.