For local businesses striving to gain a competitive edge, the landscape can seem ever-shifting. Successful companies often possess substantial budgets, cutting-edge technology, and advanced marketing techniques that few local businesses can rival. The techniques below are effective for B2C (business to consumer) as well as B2B (business-to-business) organizations.
In light of this, focusing on optimizing your Google Business Profile remains a vital shortcut for local businesses seeking an advantage. Given that Google Business Profiles allow local businesses to leverage their physical locations, the underutilization of this tool for marketing purposes is quite puzzling.
A recent study revealed that merely 38% of businesses make full use of the features available in their Google Business Profiles, despite the potential significant impact on local rankings. Considering that up to 70% of consumer searches result in clicks on Google Business Profiles, this lack of engagement is staggering. With this in mind, let’s explore some of the most effective strategies to breathe life into your Google Business Profile, enhance your ranking, and attract new customers.
How to Use Google Business Profile Optimization as a Marketing Shortcut
STEP ONE: USE EVERY FEATURE
From The Business
Specifically, let’s delve into the features that are often overlooked. This section assumes that you’ve completed the basic sections like “From the Business,” service areas, services, hours, etc.
Prioritize Products Over Services (even if yours is a service business)
Among the less frequently used features, prioritize products. Despite the attention services receive, products offer substantially more visibility and relevance for ranking. To all “Service Businesses” out there: in the realm of Google Business Profiles, your services are essentially products. Begin with 1-3 categories and list each individual product under them. Avoid the temptation to engage in “keyword stuffing.” Instead, simply list your products with robust, pertinent descriptions. Then, create a custom graphic for each, and you’ll reap the rewards of enhanced keyword optimization while adding an extra 400 pixels to your profile.
Integrate Your Social Media
Next, explore one of the latest Google Business Profile features: comprehensive Social Media Integration. Before you dismiss it, thinking that no one visits your Google Business Profile to find your Facebook page, consider a different perspective. Optimizing your Google Business profile revolves around demonstrating to Google that your profile not only aligns with the search criteria (content, keywords, etc.) but also offers an exceptional user experience. With this in mind, be the one who seizes every opportunity to gain the advantage. Similar to how social signals play a pivotal role in optimizing your website, the same potential exists for social signals to boost your Google Business Profile’s ranking.
STEP TWO: CONTENT STRATEGIES THAT AFFECT RANKING
Geo-Tagging Photos
Let’s kick things off with one of the most innovative tactics that few are utilizing. Geotag your photos and upload them to your profile on a weekly basis. Here’s how you can do it.
• First, visit www.latlong.net to obtain the geographic coordinates for your desired ranking location, be it your business premises or a specific town. After entering the address, you can copy the latitude and longitude coordinates for that location.
• Next, go to https://tool.geoimgr.com/ and upload the photo you wish to tag. Follow the instructions: paste the coordinates, input the keywords you want to rank for, download the tagged version of your photo, and upload it to your Google Business Profile.
Add a Video Every Week
Given that Google owns YouTube, it’s no secret that they value video content. Moreover, incorporating video content into your Google Business Profile doesn’t have to be overly complex. Simple, vertical videos of your store, projects, employees, or worksite, captured with your phone, will suffice. Just make sure to upload at least one each week. We’ve conducted extensive tests over the past year, and the results are clear. This is a great example of a no-cost marketing shortcut.
Make Daily Google Business Profile Updates, if Possible
One of the most underutilized aspects of Google Business Profile Optimization is also one of your best opportunities to make your brand stand out. With the ability to add photos, up to 1,500 words of keyword-rich content, and a call-to-action button, updates can be game-changers. Not only do they provide a platform for featuring your most crucial content on the Search Engine Results Page, but they also offer valuable real estate on your Google Business Profile.
How to Get Automated Review Requests
Lastly, concentrate on increasing your reviews to supercharge your Google Business Profile optimization. It may be easier than you think. You only need an email address or phone number from your customers. From there, let marketing automation take the reins. Use your software to create a rule that automatically sends a review request with every new transaction. When you do, ask customers to include the name of the product they purchased from you and the name of their town in the review. You’ll be amazed at how this can enhance your ranking. If you lack marketing automation software, BryteBoost’s Local Lead Magnet platform is a cost-effective and powerful choice.
The Marketing Shortcut
By approaching Google Business Profile Optimization in this manner, you’re not merely implementing strategies that Google clearly values. Your competitive edge lies in the fact that most of your competitors won’t follow suit. When it comes to gaining an advantage, improving your ranking, and attracting new local business leads, doing what others won’t is the embodiment of a marketing shortcut.