For those that rely on attracting local customers in the UK, appearing prominently in search results can make all the difference. This is where Google Business Profiles (formerly Google My Business) step in as a powerful tool. Whether you run a café in Cambridge or a plumbing service in Portsmouth, having an optimised Google Business Profile (GBP) sets the stage for improving your local visibility and driving customers to your door.
This blog will explore how Google Business Profiles can enhance local visibility, the steps to optimise your profile, and why actively engaging with this feature is essential for boosting your business.
What Is a Google Business Profile?
A Google Business Profile is a free tool that helps local businesses manage their online presence across Google’s services, including search and maps. When potential customers search for services in their area, such as “hairdressers in Manchester” or “pet shops near me,” businesses with a well-managed GBP are the ones most likely to appear prominently in the results.
A GBP provides basic yet crucial information about your business, including:
- Business name
- Address and location
- Phone number
- Business hours
- Website link
Using a Google Business Profile isn’t just about having accurate contact details; it’s about making your business stand out and accessible to the people who need it most.
Why Google Business Profiles Are Crucial for Local Visibility
Local searches often indicate a high purchase intent. Statistics show that 76% of people who search for something nearby on their smartphones visit a related business within 24 hours. By leveraging your Google Business Profile effectively, you position yourself to capture this active audience in your area.
1. Visibility in Local Search Results
When someone searches for a product or service in your area, Google often displays a snippet known as the “Local Pack.” This typically features three Google Business Profiles and a map, offering immediate access to location details and reviews.
Being featured in this Local Pack places your business front and centre, significantly increasing the likelihood of potential customers visiting your website or calling directly from the listing. Local SEO efforts, combined with an optimised GBP, can help you secure one of these coveted spots.
2. Enhancing Discoverability on Google Maps
For customers searching specifically within Google Maps or looking up directions, businesses with verified and well-managed profiles are prioritised. This is especially crucial for businesses reliant on foot traffic, where convenient navigation can make all the difference in bringing people through your doors.
3. Earning Customer Trust with Reviews
Reviews on your Google Business Profile heavily influence purchasing decisions. A business with a strong number of positive reviews is more likely to attract customers. What’s more, responding to reviews (both positive and negative) enhances your trustworthiness. Customers value businesses that engage with feedback and demonstrate excellent customer service.
Optimising Your Google Business Profile
A poorly managed profile is a missed opportunity. To get the most from your Google Business Profile, it’s essential to optimise it. Follow these steps to create a profile that truly works for your business.
1. Keep Your Information Accurate and Up-to-Date
One of the simplest yet most impactful aspects of managing your profile is ensuring that all information is correct. Verify your business name, address, phone number, and hours of operation so that potential customers know exactly when and how to reach you.
Consistency is key here. Be sure your details match across every digital platform, including your website, social media accounts, and online directories. This improves your chances of ranking higher in search results.
2. Use Relevant Categories and Keywords
Google uses the categories you select to determine which local searches your business is suited to appear in. Be specific. For example, if you run a bakery, choose the category “bakery” rather than a general one like “store.” You can also add secondary categories like “cake shop” if applicable.
Include relevant keywords in your business description to align your GBP with common search terms. For instance, mention phrases such as “Vegan café in Bristol” or “24-hour locksmith in Leeds” where appropriate.
3. Add Photos and Videos
Visual content makes your profile more engaging. High-quality photos create a good first impression and give potential customers a better sense of your business. Include images of your shopfront, interior, products, staff, and even happy customers (with permission).
Videos are particularly effective for showcasing virtual tours or behind-the-scenes insights, helping customers feel connected to your brand.
4. Keep Your Posts Relevant
Google allows businesses to publish posts directly through their profiles. Use this feature to share updates, promotions, events, or new product launches. These posts remain visible to customers browsing your profile and further enhance engagement.
5. Highlight Products and Services
Google Business Profiles include specific sections where you can feature your products or services in detail. This is another way to showcase what makes your business unique while giving potential customers a clear understanding of what you offer.
Engaging with Customers Through Google Business Profiles
Your Google Business Profile isn’t a set-and-forget tool. Regular engagement keeps your profile fresh, active, and appealing to potential customers.
Respond to Reviews
Consistently reply to reviews, whether they are positive or negative. For positive feedback, thanking the reviewer demonstrates appreciation, while a thoughtful response to criticism shows professionalism and a commitment to improvement.
Answer Questions
Potential customers can ask questions directly on your profile. Monitor these queries and respond promptly to show you’re approachable and attentive. This is also an opportunity to proactively address common inquiries by posting FAQs directly within your profile.
Leverage Insights
Google provides valuable analytics via your profile. These insights include how people found your business, what search terms they used, and whether they used your phone number or asked for directions. Use this data to refine your marketing strategy and understand customer behaviour further.
Boosting Search Rankings with Google Business Profiles
While traditional SEO focuses on improving your website’s visibility, your Google Business Profile significantly contributes to local search rankings. By optimising your profile and engaging consistently, you signal to Google that your business is active and relevant, increasing the likelihood of appearing in top search results.
Final Thoughts
For small businesses in the UK, a well-managed Google Business Profile is more than a digital listing; it’s a powerful resource that connects you to local customers where it matters most. From enhancing visibility and improving customer engagement to boosting your search rankings, the benefits of optimising your Google Business Profile are too important to overlook.
If you’re ready to strengthen your local presence and attract more customers, the experts at Footprint can help you optimise your Google Business Profile and integrate it seamlessly into your wider digital marketing strategy. Contact us today to get started!
