Did you know that local search drives a high conversion rate? Recent statistics show that 46% of Google searches in Australia have local intent. More importantly, about 28% of local searches lead to a purchase.

Despite these findings, 55% of Australian local businesses have yet to claim their Google Business Profile (GMB) listing. GMB is like a quick snapshot of your local business. Without one, people will have difficulty finding you when they search for your company, product, or service.

Optimising your GMB increases your online visibility in Google’s local search results and Google Maps. In turn, you get more traffic, better click-through rates, and higher chances of converting visitors into customers.

The best part? GMB has next-level features and options to truly make your local business stand out from the competition.

Read on to find out how you can unlock the full potential of your Google Business Profile account with these advanced strategies.

Mastering Google Posts

If you want to maximise your GMB and boost your local SEO performance, focus on creating and publishing Google Posts from now on. Users can access this feature by clicking the Overview, Updates, or From the Owner tabs.

Here’s an example of how local electricians use Google Posts to share updates and offers from their companies.

Google Posts allows you to communicate directly to your followers or customers. You can use it to post important announcements or events related to your business.

Google Posts matter because:

  • They keep your customers informed and engaged. Google Posts lets you share high-quality images, interesting videos, or attention-grabbing captions to attract customers. Also, regular posts keep your loyal customers updated on what’s new or upcoming.
  • They boost your online presence. Google Posts appears on a platform where millions of users are. The more eyes to see your engaging posts, the better your chances of attracting more customers.

Here’s an example of how local electricians use Google Posts to share company updates and offers.

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How to Create Compelling Google Posts

These tips can help make your Google Posts more informative and engaging:

  • Complement your posts with high-quality images or videos. Visual content creates a positive impression, showcases your products or services, and aids in conversions. Regularly adding photos to your profile means your business is active, which helps your rankings. Remember to optimise your photo or video title and use unique, original media.
  • Include a clear call to action (CTA). Google Posts make it easy to add the appropriate CTA (e.g. Book, Order, Learn More, Call, Sign Up) to your posts. Just click the “Add button” before publishing or scheduling a new post.
  • Keep posts concise and keyword-rich. Google Posts has a 1500-character limit, but a short, on-point message or caption would attract your readers more. Also, adding terms your customers use in search engines increases your visibility.

Update your GMB main photo to make your business profile stand out more.

Advanced GMB Profile Optimisation

Besides publishing regular content through Google Posts, GMB has other advanced features that improve your profile. Check the images in this section and see how GMB features appear in different business types.

Service Area

This GMB feature is ideal for local businesses without a fixed or single location. It also fits businesses that directly visit or deliver services to customers, not at their office address. Examples are cleaning services, home repair, electricians, and plumbers.

With the service area feature, you can make your business appear in the local search results and reach customers in the areas you serve. Displaying your service areas also boosts your transparency, enhancing customer trust.

To access the service area settings:

  • Go to your GMB dashboard and click the Info tab.
  • Scroll down and look for the Service Area section.
  • Select the appropriate cities, regions, or zip codes that accurately reflect your service coverage. Be sure to choose the areas where you have a customer base or want to grow your business.
  • Finally, save your settings. Review and update your service area section, especially when your business expands.

Q & A

Google’s Question & Answer (Q&A) feature in your GMB allows customers to post questions about your business. The owner or other customers can answer them directly on GMB. Go to your GMB dashboard and click the Q&A button to post or answer queries.

This section gives you opportunities to enhance user engagement and customer interest. It may not impact your rankings as much, but it influences conversions.

So, respond professionally, and avoid answering questions with a simple yes or no. Construct your answer well, incorporating relevant keywords when applicable.

You’ll receive notifications for new questions or answers. Be sure to keep track and respond quickly.

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Attributes

GMB attributes let you highlight specific amenities, services, or features applicable to your business. Google has the steps to add or make changes to the attribute section of your profile. Here are some examples:

  • Accessibility: wheelchair-accessible entrance, wheelchair-accessible parking, wheelchair-accessible restroom, assistive hearing loop, etc.
  • Amenity: Wi-Fi, vending machines, restroom, pool, dogs allowed, laundry service, etc.
  • Crowd: adults only, family-friendly, kid-friendly, LGBTQ+ friendly, transgender safespace, etc.
  • Dining options: dine-in, takeout, no delivery, breakfast buffet, room service, etc.
  • Payment options: cash only, accepts credit cards, etc.

These attributes appear in Google Search and Maps, enhancing your online visibility. They also enable your customers to see how well your business can meet their needs.

Products

Another excellent GMB feature is the product. Local businesses can use this to put items (in carousel format) directly on their profiles.

Aside from enhancing your search visibility, the product section boosts customer engagement, allowing them to see what you offer at a glance. You can also add short product descriptions and prices, helping you drive sales through your GMB profile.

To access and use:

  • Log in to your GMB account, then click “Products” in the left-hand menu.
  • Click the “Add product” button.
  • Enter the product or service name, category, description, and image.
  • Then, save.

The products entered may take a few minutes to appear on your profile. You can always add new products later as your business grows. Just make sure to use good images and compelling descriptions.

Also, GMB allows service-based businesses to enter their range of services in their profiles. Users can see this feature within the business profile by clicking a separate menu tab.

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Leveraging Google My Business Insights

Advanced Google Business Profile strategies are not only for making engaging posts and enhancing profile settings. You also need to track your GMB performance.

One way to do this is through Google Business Profile Insights. This feature helps business owners determine and measure the effectiveness of their profile changes. It also provides valuable information like customer actions and keywords that help users locate your business.

To access GMB Insights:

  • Log in to your GMB account, then select the location you want to check (if you have multiple business locations).
  • Then, click the “Performance” button.
  • This action will take you to the Overview window, where you can click on individual insights you want to view.

Analysing GMB Insights allows you to review customer interactions, understand their needs or preferences, and make data-driven decisions.

Here’s a brief description of some insights and how they can help your marketing and local business strategies:

  • Calls are the number of clicks on the call button on your GMB profile. This insight helps you keep track of call trends, popular call times, or missed calls to improve staffing decisions.
  • Website clicks are the number of clicks on the website link on your GMB profile. This insight helps you determine the amount of traffic your profile can generate for your website.
  • Messages are the number of unique conversations generated through your GMB profile’s messaging feature. This insight lets you view the popular time your business receives messages, helping you gauge proper response times.
  • Bookings are the number of completed bookings from your GMB profile. Businesses like restaurants or clinics can use this to monitor traffic and sales.
  • Directions are the number of unique customers who made direction requests using your GMB profile. Businesses with physical locations can use this insight to determine seasonal trends or improve staffing decisions.

Building a Strong Online Reputation

According to a 2022 Consumer Survey, about 81% of consumers read local business reviews online. This market behaviour emphasises how valuable positive reviews are to your reputation, conversion, and success. Reviews are also user-generated content that boosts your presence in local search results.

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It’s a good thing that you can display reviews through your GMB profile. However, generating them is a different story. You need to implement effective strategies that encourage customers to leave reviews naturally. Here are some suggestions:

  • Deliver excellent service to ensure outstanding customer experiences
  • Optimise your GMB profile and ensure it has high-quality images and accurate information
  • Ask customers to leave a review in person
  • Forward a review request via emails, SMS messages, or post-purchase follow-ups
  • Provide a direct link to your GMB profile on your social media, website, or email signature
  • Professionally address positive and negative reviews

How to Professionally Respond to Customer Reviews

Positive reviews may be a lead magnet, but you can also use negative reviews to attract customers. The key is to properly respond to every review.

Here are a few pointers:

  • Monitor reviews so you can respond as quickly as possible.
  • Use a consistent brand voice when replying to reviews.
  • Thank customers for positive reviews and address any specific details mentioned.
  • Acknowledge concerns or criticisms without arguing with customers.
  • Always remain calm and never be defensive or confrontational.
  • Offer solutions to resolve the issue or detailed steps to help the customer.
  • If necessary, ask the customer to contact you directly.
  • Learn from genuine negative reviews and use them to improve your business.

Conclusion

Claiming and optimising your GMB profile can benefit your business and local SEO performance.

But why stop at basic optimisation? By implementing advanced GMB strategies, you can enhance your online presence further, outshine competitors, and attract more local customers.

The local SEO landscape constantly evolves. Google also introduces new features and algorithms that can affect your rankings. That means investing time to tweak and update your business listing should be part of your local SEO strategy.

So, keep publishing engaging posts, adding high-quality photos, and monitoring reviews to dominate local search.