Does your business show up on Google when people search for local services? If not, you’re missing out on valuable opportunities. How can you improve your local search rankings?
Ranking well in local search is about more than just having a website.
I get lots of calls and emails from people who are frustrated with their poor local search rankings. The first question I ask them is:
“Have you claimed your Google Business Profile?”
Because, the best way to improve your local search rankings is by claiming and optimizing your Google Business Profile. This is the free directory listing that Google made for you, and it’s an important tool for local SEO.
I have some helpful tips on how to get the most out of your Google Business Profile.
1. Claim Your Google Business Profile
Your Google Business Profile is a free tool that allows you to manage how your business appears on Google Search and Maps.
If you haven’t claimed your profile yet, follow these steps:
- Go to Google Business Profile.
- Sign in with your Google account.
- Search for your business name to see if a profile already exists.
- If your business is listed, click “Claim this business.”
- If your business isn’t listed, click “Add your business to Google” and fill out the necessary details.
Google may require you to verify your business by mail, phone, or email. Follow the instructions carefully to complete verification.
2. Optimize Your Google Business Profile
Once you’ve claimed your profile, optimizing your listing is essential for ranking well in local search results.
Provide Accurate and Complete Information
- Business Name: Make sure you name matches your branding.
- Address: Use a consistent format that matches what’s on your website and other directories.
- Phone Number: Use a local number if possible.
- Website: Link directly to your main website or a location-specific web page.
Choose the Right Business Categories
Select primary and secondary categories that accurately describe your business. For example:
- if you own a bakery, your primary category might be “Bakery,” and a secondary category could be “Catering.”
Write a Compelling Business Description
Highlight what makes your business unique. Mention your services, years of experience, or any local awards.
- Example: “We’re a family-owned bakery in downtown Petoskey specializing in freshly baked pastries, custom cakes, and catering services. Serving Northern Michigan for over 10 years!”
Add Photos and Videos
- Upload high-quality images of your storefront, products, and team.
- Include behind-the-scenes shots or videos to showcase your brand personality.
3. Encourage and Respond to Reviews
Reviews play a significant role in local search rankings and customer trust. Encourage satisfied customers to leave positive reviews on your profile.
Respond to every review, whether positive or negative, in a professional and friendly manner. Thank customers for their feedback and address any concerns.
Examples of Google Review Responses:
- Positive Review: “Thank you, Sarah! We’re so glad you loved the custom cake. Looking forward to serving you again!”
- Negative Review: “We’re sorry your experience didn’t meet expectations, John. Please contact us so we can make it right.”
4. Keep Your Profile Updated
An active and up-to-date profile signals to Google and potential customers that your business is reliable.
Update Regularly:
- Add holiday hours or changes in business hours.
- Post updates about new products, services, or promotions.
Use Google Posts:
- Share posts about special events, announcements, or blog links. These posts appear directly on your profile and can help drive traffic.
5. Be Consist on All Online Profiles
Your Name, Address, and Phone number (NAP) should match exactly across all online platforms. This includes:
- Your website
- Social media profiles
- Online directories
Inconsistent information can confuse Google and could harm your rankings.
6. Leverage Local Keywords
Optimize your website and Google Business Profile with location-based keywords. For example:
- Instead of “website designer” use “website designer in Northern Michigan”
Add location-specific phrases in your description and posts.
7. Track Your Progress for Local Search Rankings
Use the Insights section of your Google Business Profile to see how people find your business and what actions they take, such as:
- How many people viewed your profile.
- How many clicked your website link.
- How many requested directions.
These metrics will help you refine your strategy and focus on what works.
Final Thoughts on Local Search Rankings
Claiming and optimizing your Google Business Profile is one of the easiest and most impactful steps you can take to improve your local search rankings.
Your profile is the best way to give Google accurate information about your business. This will bring your business the visibility it deserves – even if you’re in an industry with lots of local competition.
Need Help? If managing your local search strategy feels overwhelming, consider partnering with a professional like Marcie Wolf who can guide you. Your online visibility is worth the effort!