Speaking of SEO: Is Your Google Business Profile a Hidden SEO Treasure or a complete liability?

Speaking of SEO: Is Your Google Business Profile a Hidden SEO Treasure or a complete liability?
Time to Find Out!  Hey there, savvy business owner! Ever wondered if your Google Business Profile is secretly working overtime to boost your SEO or if it's just sitting there like a digital couch potato? Well, buckle up, because we're about to dive into the wild world of local SEO and Google Business Profiles (GBP)!
Google Business Profile
A well-executed GBP enhances your business's visibility in local search results and Google Maps, making it easier for potential customers to find you.  GBP is one of the most important factors for local SEO Rankings, and in a Study conducted by Brightlocal, 64% of consumers have used a GMB to find contact details for a business.  GMPs can also be tailored for specific industries, like hotels, to be more targeted for your business type.  Have you ever noticed a business is a blue dot without information while the rest show up with names, prices, etc.?
Do you know what you look like on Google?
Please make sure you include well-shot pictures of your business and products and update them frequently; otherwise, Google may be featuring some less-than-flattering views from Google Maps and Street View or image searches already available.  I don’t know if I’d want this contractor to work on my project with those images.

Components of an Effective Google Business Profile
Use Personalized & Detailed Business Information:
To optimize your Google Business Profile, ensure you use personalized business details such as specific business hours, a complete street address, and an engaging description.  Consider your GMB profile as a marketing page. Thus, write a simple yet striking business description with relevant keywords.
 
Location! Location! Location!
First, going big isn’t always better, if possible, use a physical address rather than just a service area, as Google tends to give more exposure to businesses with physical addresses.  Ensure your address is consistent across all online platforms and matches the information on your website.  If you have multiple locations, create a location/business group to separate the locations, ensuring unique data for each location.   Confirm that your address falls within the Google-defined boundaries of your target city.
Keep it Current
Introduce your offers by uploading clear photos, price lists, and calls to action. Answer questions in the Q&A section actively and post relevant business content regularly. Reply to customer reviews to build trust and improve search rankings. According to the same Brightlocal article, customers are more heavily influenced by recent reviews and activity.
Keep SEO In Mind
As one of the most influential factors for your SEO, focus on relevance by using keyword combinations like "Main Category + Location" throughout your profile and leveraging location-based keywords to enhance proximity.  Ask a tool like ChatGPT or Perplexity, “What keyword combinations should I use for my GBP.”  Leverage Tools like Keyword Generator, Google Trends, and Ahrefs, to name a few.
Don’t Skip the CTA!
A Call to Action (CTA) on a Google My Business (GMB) profile is essential for driving user engagement and guiding potential customers toward specific actions, such as purchasing or booking a service. These are limited by business type, so ensure yours are enabled and working correctly. Make it easy for someone to do what you hope they will do. For example, if you are a hotel or restaurant, can customers book or order from your profile?
Factors that impact your profile
Relevance, Proximity, and Engagement. As we said before, use the right keywords and the right location for your target audience and keep it current.
Bottom Line:
How does your GMP stack up against the big players and local rivals? Whether you're looking to level up on your own or bring in the pros, knowing what's working in the industry and how to track your progress is crucial for success.  But don't sweat it if you're not quite there yet. The Florida SBDC at UWF has got your back with no-cost consulting services.  Whether you're just starting or looking to take your business to the next level, feel free to email me for more information about how we can help you with this or any other topic to help you grow your small business.