The Top Ranking Factors For Your Google Business Profile in 2024: Make It Loud in Local Searches
Have you ever been in a pinch, phone in hand, desperately searching for, say, the “best pizza near me”? You land on a business listing in Google Maps, scan the reviews, click on the photos – and bam! You’re sold. That’s the power of a well-optimized Google Business Profile (formerly Google My Business), a local SEO powerhouse influencing where your business shows up in those crucial map searches.
Let’s face it, better visibility for your local business means more money. If potential customers can’t find you online, especially when they’re actively searching for the products or services you offer, then, they’re going straight to your competitor.
That’s where Google Business Profile can help you get more customer with your free listing that showcases your business on Google Search and Maps. Optimizing this profile is no longer optional – it’s essential for being seen more frequently in local searches and driving more customers through your door (or to your website).
So, how do you make sure your Google Business Profile is getting more attention? Buckle up, because Make It Loud, your local SEO experts outside Atlanta, Georgia, is here to unveil the top search ranking factors that matter most in 2024.
The Algorithm Revealed: Top Ranking Factors
Google’s local search algorithm is a complex beast, but fret not – we’ve identified the key areas that significantly impact your Google Business Profile ranking. By focusing on these factors, you can ensure your business ranks higher and is seen by the right people at the right time.
Claim, Verify, and Optimize:
This might seem like a no-brainer, but it’s the foundation of a high-ranking profile. First things first, claim your Google Business Profile if you haven’t already. It’s a free and straightforward process.
If you google your business name and don’t find a listing already for your busines, simply go to Googles Business site, and start the process. Just follow the instructions and fill out information about your business.
You’ll have to fill out things like:
- Business Name and Description: Accuracy is key. Ensure your business name exactly matches how it appears everywhere, online and offline. Craft a compelling description that highlights your unique selling points and what sets you apart.
- Categories: Choose relevant categories that accurately describe your business offerings. Don’t go overboard – stick to the most fitting ones.
- Contact Information: Double-check that your address, phone number, and website URL are accurate and up-to-date. This ensures potential customers can easily find and contact you.
Next comes verification, which confirms you’re the rightful owner of the business. You may be asked to shoot a quick video showing off your office, staff, signage, etc. to help Google understand that you’re a real business instead of a scammer.
Once verified, it’s optimization time! Here’s where you get to showcase your business in the best light possible.
Keywords
Just like keyword planning for your website, it’s important to have a solid list of keywords to use when thinking a bout optimizing your GBP.
Think of it this way: Your GBP is just a free website that Google gives you in a special section of the first page. It only makes sense that you would use the same keywords in the content of your profile as you would to help your business website rank well.
You can use tools like SEM Rush, Ahrefs or even Google Keyword Planner to help you decide which keywords to target. Using these terms and phrases in the content you use for your profile will help you gain better visibility above the organic results.
Content is Still King (Locally):
Remember that old SEO adage? It applies to Google Business Profiles too! Google loves high-quality content, and your profile is a prime opportunity to showcase what makes your business special.
Business Descriptions
Go beyond the basics. Instead of a generic blurb, write engaging descriptions for your services and products, using relevant keywords naturally.
High-Resolution Photos
Pictures truly are worth a thousand words. Showcase your business with high-quality photos that capture the essence of your space, products, and team.
Google Posts
Don’t let your profile gather dust! Regularly update it with engaging Google Posts. Share updates, promotions, events, or behind-the-scenes glimpses to keep your audience interested.
You have 1500 characters to use, so this gives you space to post all or part of your blog posts to help amplify them. It’s important to develop a strategy to use this feature to consistently post for your business and keep your profile active.
Questions & Answers
This is a great place to ask yourself some questions that your customer ask and answer them right on your profile.
Think of the questions your prospects as you consistently and make sure you have this content on your profile. You can even go to a site like Answer the Public or simply google a few of your main keywords and look at the “People Also Ask” section to get ideas of what kind of questions you should add to your profile.
Reviews Reign Supreme:
Think of online reviews as the modern word-of-mouth. Positive reviews build trust, credibility, and ultimately, influence ranking. Here’s how to leverage their power:
- Encourage Reviews: Make it easy for satisfied customers to leave positive reviews by providing a link to your profile or including a QR code on receipts.
- Respond to Reviews: Take the time to respond to all reviews, both positive and negative. Thank happy customers for their feedback and address any concerns raised in negative reviews politely and professionally.
- High-Quality Over Quantity: Don’t get caught up in a numbers game. A few well-written, genuine reviews hold more weight than a slew of generic ones.
Put a consistent process in place where you are asking every customer for a review. Doing so helps ensure that everyone in your company understands the importance of treating your customers well because you’re always being reviewed.
Many business owners tell us how much the negative reviews hurt their feelings, but honestly, it’s part of being in business for a long time. While it’s important to answer ALL of the reviews, there are some guidelines we give to help people respond appropriately to negative reviews. Simply put, always remember that the reviewer gets an email copy of your response and everyone from now on sees how you responded to that complaint, so always respond to negative reviews with that in mind.
Citations Speak Volumes:
Citations are essentially mentions of your business name, address, and phone number (NAP) across the web. These can be listings in online directories, industry websites, or even local news articles. The more consistent and accurate your NAP citations are, the better Google understands your business legitimacy and local presence.
- Claim Existing Listings: There’s a good chance your business is already listed in some online directories. Search for them and claim ownership to ensure accuracy.
- Build High-Quality Citations: Focus on acquiring citations from reputable directories relevant to your industry. Avoid spammy websites or paid listing services.
Proximity Matters (But Not Everything):
It’s true – searcher location plays a role in Google Maps results. If someone searches for “pizza near me,” nearby pizzerias will naturally appear first. However, don’t despair if you’re not right around the corner! A well-optimized profile with strong reviews and consistent NAP citations can outrank even closer competitors.
Stay Active, Stay Relevant:
A stagnant Google Business Profile is a recipe for ranking oblivion. Here’s how to keep your profile fresh and dynamic:
- Regular Updates: Don’t let your profile gather dust! Regularly update it with fresh content, like new photos, service descriptions, or Google Posts.
- Seasonal Promotions: Highlight seasonal offerings or promotions through engaging Google Posts.
- Respond to Inquiries: Be prompt in responding to messages or questions sent through your profile. This shows potential customers you’re attentive and responsive.
Understanding User Engagement:
While the specifics are a closely guarded secret, Google seems to be placing growing emphasis on user engagement within Google Business Profiles. This could encompass clicks to your website, using the call button to initiate a phone call, or requesting directions through Maps. Focus on providing a user-friendly, informative profile that encourages interaction.
Make sure that every month, you look at the performance data on your Google Business profile to see if you can begin to spot patterns around how people interact with your profile. Some are simply looking for directions to your business while others are looking for deeper information and move on to your website.
Final Thoughts
By optimizing your Google Business Profile with these top ranking factors in mind, you’ll be well on your way to local SEO success. Remember, a well-optimized profile attracts more clicks, translates to more calls and visits, and ultimately, boosts your bottom line.
Don’t let the complexities of local SEO hold you back. Make It Loud, your trusted local SEO partner outside Atlanta, Georgia, is here to help. Our team of experts can create and optimize your Google Business Profile, manage your online reputation with review generation strategies, and develop a comprehensive local SEO strategy to ensure your business gets seen by the right local audience.
Cliff Tillery, MBA is the Chief Operating Officer and SEO Director at Make It Loud which is a digital marketing firm located outside of Atlanta Georgia. More than 14 years ago, he started search engine optimization at this award-winning agency and has taught digital marketing skills to business owners at the Gwinnett Chamber of Commerce, the Gwinnett Entrepreneur Center, and other groups.
