This week we’re looking at the optimization elements that all successful Google Business Profiles need.
Optimizing a Google Business Profile for Search and the Local Pack
It’s been a while since we’ve focused solely on how an optimized Google Business Profile (GBP) can help your local business clients surface more often in the local pack and search results.
Here are the starting points for an optimized GBP.
1. Setting the Primary Category (And Secondary)
Choosing the right categories can mean the difference between your client showing up high in the local pack – or not showing at all.
Before setting the primary category, evaluate the competition to see the popular choices. Certain industries (a plumber, for example) will have an obvious primary option. But for businesses offering multiple services, you may need to make a difficult choice. Relevancy, competition analysis and keyword data can help you make the best decision.
As for secondary categories, this is the chance to add supplementary services. You get nine secondary categories in total, but you don’t have to use them all. Plus, they must be relevant to avoid looking spammy. Most Advice Local partners limit secondary categories to two or three.
2. Website Links & Attributes
The primary category selected will also impact the features and even attributes available to the business. For example, the restaurant category will give various dining options for attributes. A GBP also provides more general attributes, such as accessibility and payment options.
Driving traffic to a client’s website is typically the main goal for a GBP. To this end, Google provides various local business links, including booking an appointment, placing an order, looking at a menu and more. To collect data for your clients, you really should be using UTM tracking on the links. And by design, our Enhanced Google Business Profile Tool makes managing multiple GBPs easy.
Visit Advice Local to [read more].
