September 19, 2022

With a 91.54% market share as of June 2024, there is no doubt that Google dominates the search engine market. Your website’s ability to score high within Google’s search engine rankings is critical to gaining visibility and customer engagement as a business. The higher your site ranks, the more likely it is that organic traffic will be driven to you, resulting in highly qualified leads, brand loyalty, and trust, as well as, higher conversion rates and sales. But, while on-site SEO is important for this, Google is striving to give users what they are looking for directly in the SERPs, to reduce clicking or tapping on any one result. If you have a successful Google Business Profile (f.k.a. Google My Business or GMB), the interactions and results you receive from it may correlate with your website’s organic rankings.

A Quick Recap of What a Google Business Profile (GMB) Is

A Google Business Profile (GMB), is a powerful, free tool that helps businesses manage their online presence across Google Search, Google Maps, and Google Shopping. The free business listing allows you to add pertinent details about your business, such as:

1. Operating hours.
2. Health and safety measures.
3. Phone number, website link, physical location.
4. Business logo and photographs.
5. Business attributes such as women-owned.
6. Connect with customers via posts, offers, events, and direct messaging.
7. Answer frequently asked questions.
8. Show what you offer with regard to products and services.
9. Take on bookings, quotes, and ordering.
10. Get insights from reviews and respond to them.

By creating a business profile and keeping it up-to-date, you ensure that your potential customers have the latest information about your business, and that it’s verified to Google that it’s a legitimate business. Plus, you can gain valuable insights into how customers are interacting with you as it gives you the opportunity to engage with them through your listing.

6 Ways A Google Business Profile May Impact Your Websites’ Organic Rankings

A Google Business Profile, or formally GMB, is one of many factors that Google uses to generate its SERPs. While it may not be the primary factor, it can still play a role in your website’s organic rankings. Here are a few ways that having an optimized GMB profile can impact you:

1. Relevance/Prominence/Distance

Google’s algorithm is constantly evolving to provide users with relevant and useful results. When a user types in a query for a local search, Google looks at various factors to determine which websites are the best match. These factors are called relevance, prominence, and distance.

1. Relevance refers to how well your website aligns with the user’s search intent. If you have a Google Business Profile and website content that aligns with the local search, you’re more likely to rank higher.
2. Prominence refers to how well-known or popular your business is both offline and online. Your Google Business Profile (f.k.a Google My Business) contributes to this if the listing has many positive reviews, photographs, and interactions between your business and the customers. An increased prominence can lead to improved website ranking.
3. Distance refers to how far away a potential search result is from the location phrase used in the user query. If you have a physical location listed on your Google My Business Listing, you may rank higher than a business that is further away. This is why it’s important to include your address and location on your GMB profile.

2. Customer Interactions

Google Business Profiles provide an opportunity to interact with customers, which can lead to increased website traffic and improved organic ranking. When customers leave reviews or engage with your posts on Google My Business, it sends a signal to Google that your business is active and relevant. These interactions show Google that people are interested in what you have to say, which could result in a better website ranking.

3. NAP (Name, Address, Phone)

One of the most important factors for local SEO is NAP consistency. This means that your business’ name, address, and phone number should be the same across all platforms—including your GMB profile and website. If there are discrepancies between these two listings, it may send mixed signals to Google, which could result in a lower website ranking.

4. Click-Through-Rate

Another factor that Google looks at when determining website ranking is click-through rate (CTR) and conversions. In other words, how often are users clicking on your website after seeing it in the SERPs? If you have a Google My Business profile with positive reviews, photos, and other engaging content, you’re more likely to have a higher CTR, which could lead to improved website ranking. Additionally, if users are clicking through to your website and taking the desired action (subscribing to your newsletter, filling out a contact form, etc.), this signals to Google that your website is relevant and useful, which could also lead to improved ranking.

5. Influence on Local SEO

In addition to impacting your website’s organic ranking, having a Google Business Profile can also influence your local SEO efforts. When you optimize your GMB profile and website for local SEO, you’re more likely to show up in the Local Pack—the map that appears at the top of the SERPs for local searches. Not only does it increase your visibility and website traffic, but it also leads to more customers and conversions.

6. Positive/Negative Reviews

One of the most important factors for your GMB profile is reviews. Google uses customer reviews as a signal of trust and relevance, which can help drive SEO performance. If you have positive reviews on your GMB profile, it’s likely that you’ll rank well on the Local Pack and Maps searches. Plus, if reviews themselves include keywords you’re ranking for, this can help boost that ranking up (this also applies to the question and answer section on GMB listings). Keep in mind, though, that negative reviews could lead to a lower website ranking.

How to Generate Organic Visits for Google Business Profile

So you now know that Google dominates people searching the internet to find businesses like yours. You know what a Google My Business profile is and how it impacts your rankings. Now, we want to take all this and put it together so you understand how to generate more organic visits to your Google My Business profile.

1. Complete Your Profile

To ensure that your profile is displayed prominently in search results, make sure your Google My Business Profile is filled out with information including:

• Business Name: Use your official business name consistently.
• Address: Provide a precise physical location.
• Phone Number: Make sure it’s consistent with other online listings.
• Website URL: Link to your website’s homepage or a relevant landing page.
• Categories: Select primary and secondary categories that best describe your business.
• Hours of Operation: Keep these up-to-date, including special hours for holidays.
• Services and Products: List all the services and products you offer, including detailed descriptions and prices if possible.

2. Optimize Your Description

Use this space to include keywords and highlight important information about your business, services, and any unique selling points.

3. Add High-Quality Photos and Videos

Visual content is crucial for attracting and engaging visitors, and when images are tagged it also helps with SEO. Regularly update your GBP with high-quality photos and videos that showcase your products, services, team, and premises.

4. Collect and Respond to Reviews

Reviews not only enhance your credibility but also influence your local search ranking. When receiving reviews, make sure to always respond to them, whether positive or negative, in a professional and timely manner. Responding to reviews shows potential customers that you value feedback and engage with your clientele.

5. Use Google Posts

Google Posts allows you to share updates, offers, events, and other important information directly on your Google Business Profile. These posts appear in your business’s knowledge panel and can help attract more visitors. Regularly update your posts to keep your audience informed and engaged.

6. Optimize for Local Keywords

Incorporate local keywords into your business description, services, and posts. Use tools like Google Keyword Planner to find relevant local keywords that potential customers are searching for. This can help your profile appear in more local search queries.

7. Leverage Q&A

The Q&A section on your profile allows customers to ask questions about your business. Proactively fill in common questions with informative answers and monitor this section regularly and respond promptly to new questions.

8. Maintain NAP Consistency

Ensure that your business’s name, address, and phone number (NAP) are consistent across all online platforms, including your website, social media profiles, and local directories. Inconsistent NAP information can confuse search engines and negatively impact your local SEO.

9. Monitor Insights

Google Business Profile provides insights into how customers find your profile and interact with it. Regularly review these insights to understand which areas are performing well and which need improvement. You can adjust your strategy based on these insights to maximize your profile’s effectiveness.

10. Embed a Google Map on Your Website

Embedding a Google Map on your website with your business location can help improve your local SEO. This signals to Google that your business location is relevant to local search queries.

11. Build Local Citations

Local citations are mentions of your business on other websites, such as local directories, blogs, and news sites. Ensure that these citations are consistent with your GBP information. Building quality local citations can improve your local search ranking and drive more traffic to your profile. You can check your business listings here with our citation checking tool.

By following these strategies, you can significantly enhance your Google Business Profile’s visibility and drive more organic traffic to your business. Regularly updating and optimizing your profile ensures that potential customers can easily find and engage with your business, leading to increased foot traffic, online interactions, and ultimately, higher sales.

So, What Does All This Mean For Your Business?

If you want to improve your website’s organic ranking, it’s crucial to create and optimize your Google Business Profile. By doing so, you can take advantage of the many benefits that GMB has to offer, which will ultimately lead to a higher website ranking.

If you’re not sure how to get started, or if you need help optimizing your GMB profile and website for SEO, contact us today. Our team of experts can help you create and optimize your listing, so you can start seeing skyrocketing results.

For more information on Google My Business, please contact us today!