How to Improve Your Google Business Profile Ranking

When it comes to marketing, there are annoying few “sure things.” And the strategies that are most effective? They require a healthy investment up front and/or they’re frustratingly complex.

What makes Google Business Profile (GBP) such a badass marketing strategy for home services businesses is this: It’s free, it’s simple, and it’s likely your competitors aren’t using it to its fullest advantage. Yet. So let’s beat ‘em to the punch, mkay?

In this post, I’ll help you:

• Understand why GBP is such a big freaking deal.
• Create your GBP listing (or claim it, if one already exists).
• Optimize your GBP listing so more potential customers see it.
• Make sure your website is helping your GBP rank, not hurting it.

Write a better business description.

If you’re like most shop owners, you probably completed the bare minimum information when you set up your GBP profile. That’s better than nothing, but if you want to rank higher you’re going to have to dig deeper.

So revisit your business description. If you typed in “plumber” or “electrician,” that’s … well, that’s lame. Google displays this description to your potential customers, so this is an opportunity to differentiate from the eleventy billion other “plumber” and “electrician” listings in your service area.

• Think like a customer: What problems are they experiencing as it relates to what you do, and how do you solve those problems?
• Use keywords.
• Write like a human being, not a robot.
• Without being arrogant, and without overtly bashing your competitors, help people understand how you’re different.

Add photos and videos to your GBP listing.

Businesses with photos get up to 35% more clicks than businesses without them, so this is a worthwhile activity. And don’t just add media once. Update your photos and videos from time to time! That shows Google you’re an active business, which boosts your ranking. 

• Use real photos/videos of your actual business activities, not stock.
• Upload photos/videos of your customer service team, your techs, and your service trucks. 
• If you have a storefront, include images of the exterior and interior of the building. (Maybe sweep the floor first, eh?)
• Use photos/videos that showcase your techs in action. (Don’t upload photos of customers without written permission.)
• Use keywords in your file names.
• Follow Google’s best practices for image size, video length, and so on.

Leverage Google reviews.

People don’t care nearly as much about what you say about your business as they do about what your customers say. That means reviews are essential. The more reviews you have, the higher your search ranking. 

• Ask for reviews. Every time. GBP gives you a custom link to share with customers, which makes the process simple and painless.
• Respond to your reviews. All of them. Even the not-great ones. By responding to reviews you signal that you give a damn about your customers’ experiences with you. And people love companies with give-a-damn. 

Post updates to your GBP profile.

I know, I know: You’re having enough trouble keeping up with posting to your Facebook page. But I’m telling you: Being active on GBP will boost your search rank which will improve your visibility which will get you more customers which will increase your bottom line. Worth it!

Simply head to your GBP dashboard, click Posts from the menu, and create an Update, Event, Offer, or Product. Be sure to follow best practices for GBP posts. 

Enable direct messaging.

Through GBP’s free direct messaging service, customers can text you directly and you can even create pre-written replies for when you aren’t available. Given that 85% of mobile smartphone users prefer messaging, this is a big deal. Customer service is one of the most powerful marketing strategies you can leverage, and making it easy for people to get in touch with you is a hallmark of customer service. 

Keep an eye on what’s working.

GBP automatically gathers data to help you edge out your competition, including insights about who’s searching for you, calling you, clicking on your posts, and more. If you notice a particular post gets more clicks or calls, do more of that.

Optimizing your GBP business listing is super important. But to take advantage of every opportunity, you’ll need to optimize your web site for search, too.

1. Be sure your website is mobile responsive. It’s important to have a website that works well on whatever device your prospect happens to be using. And these days, more than half of internet traffic happens on mobile devices. Head to Google’s Mobile-Friendly Test, type in your URL, and let it tell you if your site is working for you or against you.
2. Use location-based keywords throughout your site. For example, “Trustworthy plumbing in Smithton, NY” or “Denver HVAC experts.” Don’t go wild here (Google doesn’t like keyword-stuffing), but sprinkle them in headers, image tags, blog posts, and so on.
3. Embed a Google Map on your website. Why? Because it’s just one more signal to Google that your business is legit and operational, so it’s more likely to point customers your way. Simply search for your GBP listing on Google Maps, click Share, and then Embed a map. Post that code to your website (typically on the Contact Us page), and you’re all set.

In the world of digital marketing, “you get what you pay for” is absolutely true. But GBP is the exception. Yes, it’s free, but yes it’s incredibly valuable for your business. 

Creating, claiming, and verifying your GBP account takes just minutes and optimizing your profile doesn’t have to take hours. Simply follow the simple steps I’ve shared in this post, and if you get stuck, I’m here for you! Schedule a free consultation.