Best Practices for How to Optimise Google Business Profile for your Surrey Business

Need to know how to optimise Google Business Profile? In this guide, we’ll walk you through steps to boost your visibility and draw more customers. Learn how to complete your profile, select the best categories, and leverage reviews to optimise your Google Business Profile effectively.

• An optimised Google Business Profile enhances visibility and credibility, making businesses 2.7 times more likely to be perceived as reputable by consumers.
• Critical components of a successful profile include accurate business information, appropriate category selections, and high-quality photos, which collectively increase customer engagement.
• Regular monitoring and updates to the profile, along with leveraging Google tools such as posts, reviews, and Q&A, are essential for sustained effectiveness in local SEO strategies.

Understanding Google Business Profile

A Google Business Profile is a free marketing tool provided by Google that helps businesses manage their online presence across Google Search and Maps. Essentially, a Google Business Profile is a free marketing tool provided by Google that helps businesses manage their online presence across Google Search and Maps. This means when someone searches for your business or the services you offer, your business profile can appear in their search results, making it easier for them to find you.

Having an optimised Google Business Profile is particularly crucial for local businesses in Surrey. Why? Because it significantly enhances your visibility online. In fact, businesses with an optimised profile are 2.7 times more likely to be considered reputable by consumers. This increased visibility can directly influence customer engagement and decisions, driving more traffic to your physical location or website.

Moreover, the benefits of a well-managed profile extend beyond just visibility. An optimised profile can significantly enhance how your business is perceived online, making it a crucial factor in your overall local SEO strategy. So, understanding and effectively managing your Google Business Profile is not just a good idea—it’s a vital part of your business’s online success.

Setting Up Your Google Business Account

Now that you understand the importance of a Google Business Profile, let’s move on to setting it up. The first step is to ensure you have a Google Account. Linking this to your company email address ensures better accountability and ease of management. Once you have your Google Account set up, you can begin creating your business profile. Begin by typing in your business name; this is the foundation of your profile.

Next, Google will prompt you to provide your business’s exact location and other relevant details. If your business does not have a physical location, you can list your service areas instead. This flexibility benefits businesses that operate online or offer services at customer locations.

The verification process typically involves Google sending a postcard with a verification code to your business address. Once you receive and enter this code, your profile will be verified, granting you full access to manage it.

After verification, you can manage your profile on Google Maps and Search, including responding to customer reviews and utilising the messaging feature. If someone else has already verified your business, you can request ownership to gain control over the profile. Keep an eye on your verification status to maintain full access to all features.

These steps lay the groundwork for an optimised Google Business Profile, setting the stage for further enhancements.

Complete Your Business Information

Providing accurate and complete business information is the backbone of your Google Business Profile. Start by ensuring that vital details such as your business name, physical address, and personal phone number are prominently displayed in your Google Business listing. This not only helps customers find you but also enhances your visibility in local searches.

Accurate business information fosters customer trust and boosts engagement. Additionally, include detailed contact details such as your website, other details, and social media links. This empowers customers to connect directly with your business through multiple channels, increasing the chances of converting visitors into customers.

Additionally, ensure that you regularly update your business hours, especially during holidays or special events, to avoid any confusion. Keeping all this information up to date ensures that your profile remains reliable and useful for customers within the specified date range, including your website URL.

An optimised Google Business Profile not only improves discoverability but also builds trust, making customers more likely to choose your business over competitors.

Choosing the Right Categories

Selecting the right categories for your Google Business Profile is crucial as it directly influences your local search ranking. Choose a primary category that reflects your main service or product to help Google match your business with relevant searches. For instance, if you run a cafe, your primary category should be “Cafe” or “Coffee Shop”.

You can also choose up to nine secondary categories to describe additional services you offer. To stay relevant and competitive in local search results, consider the following:

• Update these categories as needed to reflect seasonal changes or new services.
• Analyse competitors’ categories to gain insights into effective choices for your own profile.
• Ensure your categories help you stay competitive in the local market.

Optimising Your Business Description for Surrey

A well-crafted business description is key to enhancing your local ranking. Use this space to naturally weave in relevant keywords, helping Google match your profile with search queries. Be specific about what your business offers and highlight unique aspects that set you apart from competitors.

Mentioning local landmarks or community involvement can resonate with Surrey customers. The recommended character limit for your business description is 750 characters, so make every word count.

A compelling, keyword-rich brief description will not only improve your visibility but also attract potential customers, who are key elements in discovery searches on search engines in your area, looking for services.

Adding High-Quality Photos

High-quality photos on your Google Business Profile can greatly enhance customer engagement. Photos of your business location, services, and products make your profile more appealing and can lead to increased foot traffic. High-resolution images that can effectively showcase what you offer include:

• Your business
• Staff
• Cover photo
• Logo
• A 360-degree view
• Business photos

High-quality images attract visitors and enhance your business’s authority. Google tends to display photos that match searched keywords in local Google search results, making it crucial to maintain the relevance and quality of your images. Avoid uploading too many images at once; instead, focus on a few high-quality, relevant photos to maintain clarity and impact.

Authentic images of your business and satisfied customers generate interest and boost clicks to your profile. This visual appeal can make a lasting impression, encouraging potential customers to choose your business over others.

Collecting and Managing Google Reviews

Google Reviews play a critical role in shaping customer perceptions and influencing decisions. To encourage customers to share their feedback, consider the following methods:

• Remind customers that leaving reviews is a quick and straightforward process.
• Create and share a specific review link or QR code to facilitate the process.
• Use follow-up email campaigns as an effective way to garner more reviews.

It’s crucial to respond to both positive and negative reviews. Thanking customers for their positive feedback helps build rapport and demonstrates that you value their opinions. When addressing negative reviews, thank the customer, acknowledge their issue, and offer a solution if necessary. This approach can turn a dissatisfied customer into a loyal one.

A combination of positive reviews and negative reviews can enhance the perceived authenticity of your business, making it more trustworthy to potential customers. Remember, customers can leave reviews without a Gmail account if they sign in to their Google Account.

Leveraging Google Posts

Google Posts are a powerful tool to keep your audience engaged and informed. You can publish posts such as:

• Announcements
• Offer posts
• Events
• Product information. These posts should:
• Be concise, ideally between 150-300 characters
• Include a strong call-to-action to drive engagement

To enhance your posts and increase their visibility:

• Use high-resolution visual content to enhance engagement.
• Maintain consistent branding to support brand recognition.
• Cross-promote your Google Posts through other social media platforms to increase visibility.
• Encourage users to share their experiences related to your posts.

Reviewing your posts’ performance regularly helps refine your strategy and enhance future engagement. Schedule posts for events one to two weeks in advance to capture your audience’s attention effectively.

Utilising Google Q&A

The Q&A feature on your Google Business Profile allows users to interact with your business by submitting inquiries directly. Optimising this segment can significantly improve the visibility of your business details and enhance customer engagement. Effective management includes promptly responding to questions and setting up notifications to stay updated.

Frequently encouraging questions can lead to more interactions and highlight important business information. Likes on specific answers can elevate their visibility, making them more prominent in the Q&A section.

This feature not only provides valuable insights to potential customers but also demonstrates your commitment to free service for loyal and happy customers, ultimately attracting more customers.

Highlighting Products and Services

Showcasing your products and services on your Google Business Profile can significantly increase your visibility. Retail businesses, in particular, can benefit by displaying their products directly on their profile, attracting local customers. To upload product information manually, use the Product Editor tool and include:

• Names
• Descriptions
• Prices
• Images

Each product listing should be detailed, providing potential customers with all the necessary information to make informed decisions. Additionally, creating dedicated landing pages for each store’s multiple locations can help improve local search visibility.

These efforts collectively contribute to a more comprehensive and appealing business profile.

Enabling Direct Messaging

Enable the messaging feature by clicking on Messages, then the three-dot icon to open settings and turn on chat. This feature allows users to send a text message directly to your phone from your profile, providing a straightforward way for customers to reach out.

Businesses with a verified profile can also integrate WhatsApp or text messaging options for customer communication. Tracking the performance of your chat options through metrics available in your Business Profile helps you understand customer interactions better and improve your strategies accordingly.

Monitoring and Updating Your Profile

Regularly monitoring and updating your Google Business Profile ensures that your information remains accurate and relevant. Monitor performance metrics to understand how customers interact with your profile on Google Search and Maps. Insights from performance data, including views, searches, and customer interactions, can guide your marketing decisions.

You can:

• Set specific periods for performance reports to track how engagement with your profile changes over time.
• Regularly update your profile to significantly improve customer satisfaction by providing accurate information.
• Integrate profile updates into your overall marketing strategy to maintain its effectiveness.

If there are changes to your business name, address, or phone number, ensure that you update this information across all relevant business listings to maintain consistency. This regular maintenance is crucial for sustaining a trustworthy and optimised Google Business Profile.

Local SEO Beyond Google Business Profile

While optimising your Google Business Profile is essential, there are additional local SEO strategies that can further enhance your business’s online presence. Local SEO targets customers in your geographic area who are actively searching for your services. Unlike paid ads, which cease to be effective once the funding ends, local SEO offers ongoing benefits over time.

Maintain consistent name, address, and phone number (NAP) across various local directories and platforms to build citations. This consistency can enhance your search rankings and drive more traffic to your site. Sponsoring local events and engaging with the community can enhance online visibility and foster stronger local connections.

Additionally, publishing content tailored to local interests can increase the relevance of your local business in local search results. Incorporating local keywords in your content, such as blog posts and testimonials, attracts more visitors from your area. These strategies, combined with an optimised Google Business Profile, can significantly enhance your local visibility.

Summary

Optimising your Google Business Profile is a powerful way to enhance your online visibility and attract more customers to your Surrey business. From setting up your profile and completing your business information to leveraging Google Posts and managing reviews, these best practices can help you stand out in local searches and build a stronger connection with your audience.

Implementing these strategies will not only improve your search rankings but also foster customer trust and engagement. Regularly monitoring and updating your profile ensures that your information remains accurate and relevant. By integrating these tips into your overall marketing strategy, you can reap long-term benefits and drive sustained growth for your business.

Frequently Asked Questions