Why you need to optimize your Google Business Profile
An optimized Business Profile on Google helps consumers to choose your business over competitors, but there are other benefits to optimizing your Business Profile for effective local marketing.
More and more, consumers are entering and exiting Google without going to any other website. Why? Because the information in search results pages themselves is fully answering their questions, resulting in “zero-click searches.” With potentially more consumers interacting with your businesses through your Google Business Profile than your website, you’ll want that profile to be optimized for quality engagement and conversions.
Boost your local ranking
Google’s algorithm for ranking Business Profiles does not just consider proximity and relevance but also activity and quality of information. Optimizing your Google Business Profile sends these signals to Google to rank you higher in local results. And higher rank, as you know, means more visibility and engagement with your business.
Convert more customers
A regular Google Business Profile alone doesn’t offer much in the way of acquiring customers. They can find out where you are located and read your reviews—if they know to search your business name in the first place. But with an optimized Business Profile through your Google My Business account, consumers can discover you in keyword searches, call you, visit your website, research your products and services, view/contribute FAQs, request a quote, book an appointment, make a reservation, and more. Plus, you can track clicks to your website, appointment, or menu link using UTMs and Google Analytics.