Help Google Understand Your Business – and Help Customers Find You

Last week, we talked about why your Google Business Profile is such a critical part of your marketing foundation.

This week, we take the next step.

It is one thing to have a profile.

It is another thing to build one that clearly tells Google what your business does – and to keep that information current.

Google uses a number of signals to determine which local businesses may be relevant to a search.

You cannot control every factor.

But you can do a lot to help Google understand what your business offers and how well your online presence supports that story.

Start With a Complete Profile

Optimization starts with completeness.

Make sure your core business information is accurate and filled out wherever Google gives you the opportunity.

Think about it this way:

If Google has very little information about your business, it has less information to work with.

Do not make Google guess.

Choose Your Categories Carefully

Your primary category is especially important.

It should describe the main thing your business is.

Use additional categories only when they genuinely describe other important parts of what you do.

Specific and accurate beats trying to cram every possible keyword into the profile.

Build Out Your Services

If Google gives you a place to list your services, use it.

Do not stop with something broad like:

• Construction
• Consulting
• Auto repair

Services Add Helpful Detail

Break the business down into the services customers actually look for.

For example:

• Custom home building
• Kitchen remodeling
• Brake repair
• Oil changes
• Bookkeeping
• Tax preparation
• Business consulting

Add Products When They Apply

If your profile gives you access to a Products section and it makes sense for your business, use it.

Products can give prospective customers a clearer picture of what you carry or sell before they visit your website or location.

Because this feature is not available or consistent for every type of profile, treat it as an opportunity when it is available – not as a universal requirement.

Use the Business Description

Your business description is another opportunity to provide useful context.

Use it to explain what you offer, who you serve, what makes your business distinctive, and what customers should know.

This is also a natural place to reflect your USP or core message.

Do not write for a robot.

Write a clear, useful explanation of the business using the same language your customers are likely to use when talking about what you do.

Add Useful, Current Photos

Photos help prospective customers understand the business before they ever contact you.

Depending on the business, that may include:

• Exterior
• Interior
• Staff
• Products
• Completed projects
• Work in progress
• Equipment
• Customer experience

Build and Respond to Reviews

Reviews serve two audiences.

First, customers.

They want to know what other people experienced.

Second, Google.

Reviews can contribute to the overall prominence and credibility of a business in local search.

That does not mean chasing reviews purely for SEO.

It means having a consistent process for asking satisfied customers for honest reviews makes sense for both credibility and visibility.

And respond to them.

A response shows that someone is paying attention.

Keep Posting Updates

This is where many businesses stop too soon.

They optimize the profile once and then leave it sitting there.

Use Google Business updates to keep the profile connected to what the business is doing now.

Updates can include:

• Recent projects
• New services
• Helpful tips
• Seasonal reminders
• Special offers
• Events
• Business news
• Common customer questions
• Links to useful content

Repurpose What You’re Already Creating

You do not necessarily need to invent completely new content for Google.

In many cases, content you are already creating for your website, social media, or email can be adapted into a Google Business update.

The goal is to keep adding useful, current information that shows both Google and prospective customers that the business is active.

Optimization is not something you finish. It is something you maintain.

Keep the Profile Active With New Photos Too

Posts are only part of ongoing activity.

Add fresh photos as the business changes.

New project? Add it.

New product? Add it.

New team member? Add it.

Updated location? Add it.

Finished job? Add it.

Current visuals make the profile more useful to prospective customers and keep it connected to the business you actually have today.

Keep Your Website and Profile Aligned

Your Google Business Profile and website should reinforce one another.

Your services.

Locations.

Business information.

Positioning.

They should make sense together.

If your Google profile says one thing and your website says something completely different, you create confusion.

The Bottom Line

Optimization is not about finding some magic trick that puts you at the top of Google.

The better approach is much less glamorous:

• Give Google complete, accurate, detailed information
• Choose the right categories
• List your services
• Add products when appropriate and available
• Use strong messaging
• Add useful photos
• Build reviews
• Post regular updates
• Keep the profile current
• Make sure the rest of your online presence supports the same story

The easier you make it for Google to understand your business – and the more current that information stays – the better chance it has of matching your business with the right search.