If your goal is to attract local, targeted traffic, there are essentially two ways you can go –

• Strategize for national dominance by appearing on top search results, and
• Optimize your local Google Business Profile listing.

While some businesses choose to pursue both strategies, it’s important to note that achieving high search engine rankings for your website would require a significant investment of time and resources.

Fortunately, there’s a faster route to traffic that doesn’t come with a prolonged wait associated with SEO efforts.

A more expeditious and cost-effective approach requires redirecting some of your energy into your Google Business Profile, formerly recognized as Google My Business.

With this free listing in Google’s database, you get to enjoy visibility across various Google platforms, including search results, Google Maps, and Google Shopping.

On a surface level, it operates like any standard business listing, where it’s possible to showcase business photos, highlight operating hours, outline services, and furnish contact details. However, at a deeper level, it plays a solid role in generating traffic from Google searches.

If your brand doesn’t have a business profile yet, ask your digital marketing agency in Boston MA to set it up for you. Otherwise, you can do it yourself. Here are the steps to follow –

1. Signing into Your GBP Account – Start by locating your business in Google’s database or adding your business manually. If a listing exists but is unclaimed, watch a walkthrough video on creating or claiming your listing.
2. Selecting Your Business Category – Choose the most fitting category for your business and proceed to the next step.
3. Setting Your Location – Indicate whether you have a physical location for customer visits. If yes, feed your address accurately. If there is no physical address, list the areas that your brand serves.
4. Adding Your Contact Information – Include your phone number and official website. If you aren’t providing a phone number, make sure you have an email address listed.
5. Verifying Your Business – Confirm ownership by verifying your identity through a mailed postcard with a unique code. The address used is kept private.
6. Customizing Your Listing Profile – Add more details to the listing, such as business description, photos, hours, and contact preferences. Upon completion, you can access the Business Profile Manager dashboard with tools for listing management, review handling, message replies, and even PPC ad creation on Google.

Optimizing Your Google Business Profile for Maximum Traffic – Five Steps

When you’re done making your Google Business Profile, you can keep the following steps in mind to further optimize the listing to gather more traffic –

• Understanding Local Search Ranking Dynamics

Your first step to optimizing your Google Business Profile (GBP) is understanding the factors influencing local search ranking.

It would include keywords that users typically search for, proximity to the user’s location, and overall niche popularity, to name a few. These factors will determine how prominently your GBP appears in search results.

• Prioritizing GBP Over Website SEO

GBP results are prioritized over organic results, so optimization for visibility is essential. Google will identify user locations through IP addresses, favoring local businesses.

When you have a well-optimized GBP, it’ll ensure that your listing captures user attention before they scroll further to check out organic search results. The preference also extends to Google Maps, which can be a valuable asset for your local business,

• Ensuring Accuracy for Relevance

Accurate GBP data is necessary for relevance and user trust.

A complete profile covering the business name, industry, address, phone number, website, and operational details increases the likelihood of users visiting your business by 70%.

• Enhancing Search Optimization with Keywords

Next, you must incorporate related keywords using latent semantic indexing (LSI) to enhance search optimization.

Google’s Keyword Planner and Trends can help with keyword research. Remember to mention specific cities in your content to improve local SEO, which enhances visibility for relevant searches.

• Building Trust Through Reviews

Finally, it would help if you built trust through positive Google reviews. Positive reviews act as social proof and play an immense role in influencing user decisions. A mix of positive and negative reviews fosters authenticity, which, in turn, enhances trustworthiness.

The overall rating and review quantity contribute to your listing’s attractiveness in search results.

Here are a couple of strategies to keep in mind for getting stellar Google reviews –

• Provide outstanding service to exceed customer expectations.
• Politely require your satisfied customers for reviews, and explain how their feedback will benefit others.
• Request for reviews at the moments, such as after a successful transaction.
• Make the process easy by providing clear instructions and sharing a direct link for hassle-free reviews.
• Integrate feedback requests into regular communication channels, such as email newsletters.
• Offer small yet attractive incentives for reviewers, such as discounts.
• Prompt and respectfully engage with consumers, offering both positive and negative feedback.
• Highlight positive reviews on your website, social media, and other marketing materials to build trust and credibility.
• Regularly manage your online reputation, addressing negative reviews as soon as possible.

Wrapping Up

For any business to stand out locally, it is paramount to prioritize creating and managing a Google Business Profile. The goal is maintaining accurate data, incorporating relevant keywords, and fostering trust through genuine reviews.

However, it’s easier said than done.

If that’s the case for you, hire professionals from an SEO company Boston who can do it on your behalf. With their fully managed solutions, you’ll not only be able to boost your local search engine search visibility and overall online presence but also free up time to let you focus on what matters most – growing your business.