Google Business Profile (GBP) has become a non-negotiable tool for local businesses looking to dominate their local search results. If you’re not optimizing your GBP, you’re leaving money—and customers—on the table. Recently, we sat down with Joy Hawkins from Sterling Sky, one of the top minds in local SEO, to dig into the best strategies for optimizing your Google Business Profile.
Whether you're a service-area business trying to climb the rankings or a brick-and-mortar store wondering how to outshine your competitors, this session is packed with insights.
Here’s the breakdown.
What You Need to Know About Google Business Profile (GBP) in 2024
Let’s get this straight: Google Business Profile is your local SEO powerhouse. It’s often the first interaction potential customers have with your business. With Google putting more weight behind local searches, optimizing your GBP is more important than ever.
As Joy Hawkins puts it, “Your Google Business Profile is your storefront in the digital world. The better you optimize it, the more traffic you can pull—both online and to your physical location.”
Tip #1: Do Geotagged Photos Really Boost Rankings?
One of the most common questions local businesses ask is whether geotagging photos influences GBP rankings. The short answer? Not really.
Joy confirmed that geotagging photos doesn’t have the ranking power many people think it does. Google has become smarter at detecting relevant information without needing metadata tricks. Instead of focusing on geotagging, Joy suggests investing your time in uploading high-quality, relevant images that showcase your business.
“People underestimate the power of good visuals. If a customer can see what makes your business unique, that’s going to make a bigger impact than any metadata,” says Joy.
Tip #2: Google Posts—Do They Actually Help Rankings?
A hot topic in the world of local SEO is whether Google Posts influence your GBP rankings. While Google Posts might not directly boost rankings, they do serve another key purpose: engagement.
Think of Google Posts as micro-content marketing. Whether it’s promoting a sale, sharing a new blog, or announcing an event, these posts keep your profile fresh and active. The more engaged your audience is, the more signals you send to Google that your profile is active and relevant.
Joy's advice: “Treat your Google Posts like social media updates. They’re a chance to connect with your audience and keep them coming back to your profile.”
Tip #3: Vicinity Update—What’s Changed for Service-Area Businesses?
One of the biggest changes that hit the local SEO world recently is the Vicinity Update. This update, aimed at improving local search results, had service-area businesses (SABs) scratching their heads.
For SABs, Google now emphasizes the proximity of the searcher to the business’s service area. If your business is too far away, you might struggle to rank—even if your services perfectly match the search query.
Joy recommends a multi-pronged approach for SABs:
Refine Your Service Area: Make sure your listed service area is accurate and not overly broad. Narrow it down to the areas where most of your clients are.
Get Hyper-Local with Content: Create location-specific content on your website that matches the areas you serve. This can include blogs, service pages, or customer testimonials from different neighborhoods.
Leverage Reviews from Local Clients: Encourage reviews from customers in different areas. Their mentions of your service and location can reinforce your relevance to Google.
Tip #4: Managing Reviews—The Secret Sauce to Boosting Local Rankings
Reviews are crucial for reputation management and ranking in local searches. According to Joy, businesses that consistently engage with their reviews tend to see better rankings over time.
Here’s the formula:
Ask for Reviews: Don’t be shy—encourage your customers to leave feedback. The more recent the review, the better.
Respond to Reviews: Google loves engagement. Responding to both positive and negative reviews shows you’re active and care about your customers.
Mention Services and Locations in Your Responses: If a customer mentions a specific service or area, include that in your reply. For example, “Thank you for choosing us for your AC repair in [location]!”
Tip #5: Rebranding? Here's What You Need to Know
If you’re rebranding your business—whether it’s a name change or a new service offering—there’s a checklist you need to follow to ensure your Google Business Profile stays optimized. Here’s Joy’s advice:
Update Your Profile Information: This includes your business name, address, phone number, and website.
Use Google Posts to Announce the Change: Keep your audience in the loop by posting regular updates about your rebrand.
Monitor Your Rankings: Rebranding can cause a temporary dip in rankings, so keep an eye on your performance during the transition.
Resources You Can’t Miss
Want to dive deeper into these strategies? Here are some of the resources Joy recommends for getting your GBP in top shape:
The Bottom Line: Why Google Business Profile Optimization Matters
Here’s the deal: optimizing your Google Business Profile isn’t just a one-and-done task—it’s an ongoing process. Joy Hawkins dropped a ton of practical advice in our clinic, but the takeaway is simple: stay active, stay relevant, and stay local.
Your profile is more than a listing; it’s your digital storefront. The more effort you put into keeping it fresh and optimized, the more Google will reward you with higher rankings and more foot traffic.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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