How to Conduct a Google Business Profile Audit in 2023 [Guide]

Categories On Google Business Profile

Now, let's talk about categories—the unsung heroes of ranking. Selecting the right primary category is of utmost importance if you want to improve your visibility on Google Maps and Search. Don't stop there; as GBP allows for one primary category, you can select up to nine secondary categories. You shouldn’t aim to fill in all nine secondary categories, choose only the ones that are most appropriate to your business. These secondary categories will give your profile a significant boost.

GBP business categories tell Google and search users what type of business you are, for example dentist, department store, patent attorney, finance broker, fish spa, pet sitter, funeral director, auto wrecker, barber shop or real estate agency.  Of course, not every business will fit neatly into one category. There may be other categories that also describe the products or services you offer. If you’re a greengrocer for example but also have a small deli or coffee bar within your premises, you would want those additional business niches reflected on your Google Business Profile profile. 

Google Business Profile Product and Service Section

Now, brace yourself for the underdog of the profile—the product section. Surprisingly, many businesses neglect filling this out, regardless of whether they sell products or services. Don't make the same mistake! Utilize this section to list your products or services, showcasing what sets your business apart.

When GBP Products launched, it only showed as a section on mobile devices; desktop had no GBP Products visibility at all. These days, GBP Products has great visibility on both desktop and mobile in the business profile, and in Google Maps.

Don’t forget that you can also use GBP Products to showcase your services. If your business listing has service offerings rather than physical products, then add those, too. Take advantage of this opportunity to list your services in a format that can link through to your website while also illustrating your unique selling propositions:

The services section is a game-changer. It has a direct impact on your ranking, so ensure it's filled out meticulously and accurately. Unfortunately, Google doesn't notify us when they add more services to a particular category (because that would be too helpful). Hence, keep an eagle eye on this section to spot any new additions. Remember, bold strategies pay off!

Google Business Profile Description

This section is probably has the most non-appealing copy and paste content of any. You want to use this Google Business Profile description area to tell prospective customers your story and what problem you solve for them. Overall, use the business description field to provide useful information on services and products offered, as well as the mission and history of your business.

While doing this you need to also think about the one to two keywords you want to optimize your business description for. Make sure you use those keywords early in the paragraph and then talk about what makes your business stand out and explain why people should visit your business.

Google does have guidelines to follow when using this feature. "You should be upfront and honest about the information provided, focusing on content that's relevant and useful to your customers to understand your business. Content that's irrelevant to your business or has no clear association with it isn't allowed." Refer to their overall Guidelines for representing your business on Google.

CONTACT

Google Business Profile (Google My Business) Landing Page Website Link

Next up, the Google Business Profile landing page website link. It may seem like a no-brainer, but think three times not two about which page you link to on your website. Unless you're a multi-location business, the homepage is usually the best choice.

The content residing on the URL you choose to link is a critical factor that influences your local ranking. When it comes to most businesses, it's wise to direct the link to your homepage. Why, you ask? Well, that's where the magic happens! The homepage is the usual suspect to have great authority, a ton of backlinks, and pure relevance. It's the core of your online presence.

However, let me drop a little knowledge on you. If your business qualifies for multiple listings, a strategic approach of having practitioner listings with specific website links can yield even better results. What are practitioner listings? An individual practitioner is a public-facing professional, typically with their own customer base. Doctors, dentists, lawyers, financial planners, and insurance or real estate agents are all individual practitioners. Business Profiles for practitioners may include title or degree certification (for example Dr., MD, JD, Esq., CFA). It's all about finding that sweet spot for maximum impact.

LOCATION

SAB (Service Area Businesses) on Google Maps

Moving on to the address section, we must ensure that your SAB listing follows Google's guidelines which states: "If you're a service-area business, you should hide your business address from customers. For example, if you're a plumber and run your business from your residential address, clear the address from your Business Profile." If you operate as a service area business, it's essential to hide your address on your listing.

The lack of a publishable address is the key differentiating aspect for service-area businesses from other local businesses. In local SEO, I often point out that having accurate and consistent NAP (Name, Address, Phone number) data displayed across multiple relevant business listings is very much ‘a pillar’ for online visibility.

SABs, like other local businesses, can appear in Google Maps and in the Local Pack. How they are set up, though, is a little different as you’ll need to specify the zip codes and cities that fall under your service-area boundaries. 

This may mean an extra step is required in the traditional process of setting up and optimizing a Google Business Profile, but it will benefit you in the long run.

MORE

Succeed With Google Posts

Now, let's talk about the Google post section. It's a goldmine that many businesses tend to overlook. Take advantage of posts to highlight offers, specials, and engaging content for your customers. Posting three to four times a month is a good average to maintain. Google provides some solid resources on Google Business Profile Posts. As always, be sure to read these first.

Rather than explain all the different types of Google Posts available I'm going to talk about how to succeed with google post, and how to make your Google posts perform better. This will revolve around what you actually post about on your GBP (Google My Business).  Let's jump right into it.

(1)Specials and discounts: Ah, the irresistible allure of a good deal. Posts featuring special offers or discounts reign supreme. They captivate your audience's attention and drive engagement, making them a valuable addition to your GMB arsenal.

(2) Call-to-Action Posts: Harness the power of persuasion by incorporating a compelling call-to-action in your posts. It can be as simple as including a phrase like "Contact Us Today" within the image or post title. This subtle nudge prompts potential customers to take action and reach out to you.

(3) Urgency-Driven Posts: Time is of the essence, my friends! Highlighting a sense of urgency in your posts can work wonders. For instance, if you're a dentist, emphasizing same-day appointment availability creates a sense of immediacy and prompts potential patients to take swift action.

These three post categories have proven their worth time and time again. By leveraging specials, discounts, impactful calls-to-action, and a touch of urgency, you'll maximize your GMB presence and reap the rewards of increased engagement and conversions.

Google Business Reviews

Moving on to reviews—the lifeblood of your business. As a business owner, you’ll already know just how powerful a positive reputation is. Perception of your business will have a strong influence over whether a potential customer makes a purchase or not. It also plays a part in turning a first-time customer into a loyal fan of your brand.

The impact of reviews on your bottom line cannot be overstated. Aim for a minimum of ten reviews on your listing, but don't stop there. Encourage customers to leave reviews frequently, as review recency is a crucial ranking factor. Also, don't forget to request customers to attach photos with their reviews to keep them in the spotlight longer.

Google Business Profile Q&A

Questions and answers (Q&A) play a pivotal role in addressing customer inquiries. Monitor this section diligently to ensure prompt responses and excellent customer service. Craft well-thought-out answers to address users' queries and provide helpful information. As with most areas inside GMB, it’s a great conversion point. It’s a place for the business and users to engage with each other and for the business to showcase why they’re better than the competition. There are no official guidelines on what can and can’t be posted on the Q&A feature on Google Business Profile.

Google Business Profile Photos

And last but not least, let's talk about photos. Authenticity is key when it comes to showcasing your business. Real photos of real people are invaluable. Steer clear of stock photos whenever possible, as they lack the genuine connection with your audience. Showcasing your uniqueness through visuals will make your profile stand out. We’ve all heard the saying that first impressions count, and this is just as true online as it is in real life. Internet users are inherently visual creatures, with approximately 50% of the surface of the human brain devoted to processing visual information. Images and visuals are much more powerful and easier to understand than just text, as well as being easier to recall. 

It’s always good to go straight to the horse’s mouth so we can understand Google’s terms of service for the photos that appear in GBP.

This is currently the ‘hub URL’ for photos in Google Business Profiles: https://support.google.com/business/topic/6130059

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Okay – now that you know everything that goes into this you might just conclude that you would like us to do the Google Business Profile audit for you – Get your Local SEO Audit