TLDR;
This video provides a comprehensive guide on how to optimize a Google Business Profile (GBP) to improve local search rankings. It covers essential steps, from verifying the profile and selecting the right categories to managing photos, utilizing GBP features like products and Q&A, and building a strong review profile. The video emphasizes the importance of consistent updates, accurate information, and strategic use of keywords to enhance visibility and attract more customers.
- Verifying and optimizing Google Business Profile
- Selecting relevant categories and managing photos
- Utilizing GBP features like products, services, and Q&A
- Building and managing reviews for better rankings and conversions
Introduction & Free Checklist [0:00]
The video introduces a comprehensive guide to optimizing a Google Business Profile (GBP) for higher map rankings. The presenter offers a free GBP optimization checklist for viewers who stay until the end of the video, which can be used to maximize local search results. The checklist will cover various aspects of GBP optimization, with a focus on tracking data before making changes to accurately assess what strategies are effective.
Before & After Results [1:40]
The presenter shows the impact of implementing the optimization checklist on a business's map rankings. Initially, the business had limited top-three rankings in its local grid. After applying the checklist, the business achieved near-complete coverage in the top three positions, significantly improving its average map rank from 8.8 to 2.1. The presenter notes that results can be seen within one to three months, depending on market competition.
Verifying & Setting Up GBP (Name, Categories) [2:14]
The presenter discusses the initial steps of the GBP optimization checklist, emphasizing the importance of verifying the business profile. The presenter uses a checklist to mark items as "pass" or "fail" during the audit process, tracking whether changes have been implemented. The presenter advises against keyword stuffing in the business name due to the risk of profile suspension, suggesting obtaining a DBA (Doing Business As) for a legitimate keyword-rich name if necessary. The presenter then moves to categories, advising to select a primary category and additional relevant categories. The presenter recommends researching top-ranking competitors to identify commonly used categories within the same industry.
Photos & Media Strategy [8:14]
The presenter underscores the importance of photos and media on a Google Business Profile. The presenter advises adding a logo and cover photo, and maintaining a mix of interior and exterior photos, team photos, and videos. The presenter recommends updating photos and videos at least quarterly, or ideally monthly, to keep the profile active. The presenter also suggests analyzing competitors' profiles to gauge the amount of media needed to stay competitive.
Detailed Info, Hours & UTM Tracking [10:02]
The presenter emphasizes the importance of ensuring all settings in Google Business Profile are accurate, including address and phone number. The presenter advises to include relevant keywords in the description without overstuffing, ensuring it reads well for potential customers. For phone numbers, the presenter suggests using a call tracking number as primary and the actual number as additional. The presenter recommends linking to a location page on the website and using UTM tracking to differentiate Google Business traffic in Google Analytics. The presenter also advises linking all social profiles, ensuring the address is consistent with the website, and accurately setting the map pin. The presenter also discusses service areas and the importance of matching hours with the website, including additional hours like access hours.
Products, Services & Q&A [15:41]
The presenter discusses utilizing additional GBP features like products, services, and Q&A. For storage facilities, the presenter recommends setting up products for different unit sizes and categories for RV, boat, and vehicle storage. The presenter advises selecting relevant services based on the business category, adding custom services, and including descriptions. The presenter explains the booking feature for scheduling appointments and the importance of Q&A to address common customer questions, which can help improve conversions.
GBP Posts & Updates [19:06]
The presenter explains the use of GBP posts and updates to add dynamic content to the profile. The presenter recommends posting a few times per month, using scheduling tools if needed. The presenter describes the different types of updates, including general updates, events, and offers, and advises alternating call-to-action buttons. The presenter also suggests implementing Google's suggested actions, such as adding a map to the website or confirming holiday hours.
Reviews & Reputation Management [21:15]
The presenter emphasizes that reviews are a critical ranking factor, focusing on both quantity and quality. The presenter advises replying to all reviews, especially negative ones, to show customers that the business is responsive and trying to resolve issues. The presenter recommends consistently asking customers for reviews and providing a direct link to make the process seamless. The presenter notes that a high star rating and numerous reviews can lead to more conversions, even without ranking in the top position.
Summary & Final Checklist [24:04]
The presenter summarizes the core elements of the GBP optimization checklist and mentions other local search ranking factors like citations, backlinks, and on-page SEO, which will be covered in separate videos. The presenter reiterates that optimizing the Google Business Profile is often the most straightforward and impactful first step. The presenter provides access to the Google Business Profile checklist through a newsletter sign-up, with a link in the description.
