What is a Google Business Profile Landing Page?
Recently, I shared the success we are experiencing with a local client in Google local maps in a private Facebook marketing community group. In this Facebook group, a prominent contributor asked for details on the keywords we targeted, tracking methods, and optimization strategies.
As I delved into the specifics, highlighting the importance of optimizing the Google Business profile landing page, someone sought clarification on what I meant by it. This article aims to address that question by elaborating on our optimization efforts for the Google Business landing page.
What is a Google Business Landing Page?
Without a doubt, the Google Business Profile (GBP) landing page holds a pivotal role for any local business. It's the key to boosting visibility in the map pack for your GBP listing(s).
So, what exactly is it? Well, the URL you link to in your Google Business profile is essentially your GBP landing page. When it comes to GBP rankings, the page you link to from your GBP listing can significantly impact its standings.
Understanding GBP Landing Page Dynamics
GBP landing pages are where users land after clicking on the website link in your GBP listing. While the norm is to link to the homepage, strategic considerations come into play. For businesses with multiple locations, directing users to specific location pages from GBP listings can be advantageous. Similarly, for businesses with practitioners, linking to practitioner pages from GBP listings may prove to be a more strategic approach.
Verification Through Google Search Console (GSC)
To ensure the effectiveness of your GBP landing page strategy, it's essential to dive into Google Search Console (GSC). Identify the page that is attracting traffic for the keyword you aim to rank for in maps. It's crucial that a search for your chosen keyword results in a map pack; otherwise, consider an alternative keyword.
Content is Key For Local Rankings and Justifications
The content on the specific URL you link to holds substantial weight and directly influences local ranking results. For many businesses, linking to the homepage makes sense due to its authority, backlinks, and relevance. However, for those eligible for multiple listings, adopting a strategic approach by linking to specific pages can yield even better results.
Don't forget to highlight all the various services you provide on your GBP landing page(s). It's crucial that every service is mentioned either there or elsewhere on your site. Did you know that creating a dedicated page for EACH service is the #1 ranking factor according to Whitespark’s ranking factors study? If a service isn't outlined on your GBP landing page or any other section of your website, it becomes challenging for Google to comprehend what your GBP should appear for, beyond the primary keyword you're focusing on.
Moreover, incorporating these services into your GBP landing page is beneficial for the emergence of "website mentions" justifications. This is especially crucial as it adds an extra layer of relevance and helps Google connect the dots between your business and the services you offer. So, when it comes to optimizing your GBP for maximum impact, ensuring a comprehensive overview of your services is key.
Google Business Landing Page Wrap Up
Mastering the intricacies of Google Business Profile landing pages is a game-changer for local businesses. By understanding the dynamics, strategically choosing landing pages, and verifying results through tools like Google Search Console, businesses can unlock the full potential of their GBP listings.
As we navigate the complexities of local SEO, optimizing GBP landing pages stands out as a proven strategy to enhance visibility and drive success in the competitive online landscape.
