Using Google Business Profile for companies with a physical address
Google Business Profile is an ideal solution for expanding the customer base of small and medium-sized businesses. By integrating the service into your website, you can significantly increase the number of consumer queries. This tool is particularly relevant for companies with a physical presence. Another advantage of GBP is that it is free and does not require in-depth knowledge to customise.
The principle of working with GBP
Often, the search engine offers a block of maps containing the addresses of businesses for various queries in the output. This information is taken from Google Maps but comes from the company profile in the GBP service. To create the block of addresses, the search engine considers the user’s location and the company profile in the business profile. For a company’s address to appear in the output, you must correctly fill in the information in the service.
Analysts have identified several factors that influence the Business Profile ranking:
1. Correctly completed GBP profile with complete information about the company and its location.
2. Reviews play an important role in improving your position in the search results. Google’s algorithms focus on user ratings and comments where there is a mention of the main keys. The number of reviews plays a lesser role.
3. Optimise the site’s landing page. In this case, it is necessary to ensure the presence of the main key in the title.
In the case of GBP, inbound links and backlinks are less important, so it is better to focus on the abovementioned points.
Promotion strategy via GBP
The basis of the promotion work is the analysis of search queries for a particular niche market. In this case, it is necessary to identify the most relevant keywords and choose the one with large coverage and relatively low competition. Experts recommend using only one key when promoting a product.
Next, set up and complete your profile in GBP. Google’s recommendations state that the profile heading should consist only of the company name. However, experts advise adding the main key. Next, you need to fill in all the items in the primary and additional categories of the profile. To do this, it is better to analyse the competitors’ information in the issue.
Reviews play an important role, but for the customer to want to leave them, it is necessary to develop a motivation system. You can introduce various incentives, discounts or gifts by leaving a detailed comment.
Although reviews do not play a significant role in local promotion, they can be a source of organic traffic, increasing the site’s weight. So, the more there are, the better the business’s visibility.