Let’s understand it first. Mastering your Google Business profile starts with understanding how it works. In this article, we will focus on the basic key elements, including distance, relevance, and reputation. Read these short tips to set your business up for success in Google Maps.
Introduction
Navigating the digital landscape is crucial for any business across New Zealand. Why? A well-optimised Google Business Profile, for example, will generate revenue when done right. How? It will serve as your online beacon, guiding potential customers to your doorstep. Understanding the nuances of Distance, Relevance, and Reputation is critical to your business profile.
Google Business Profile explained
Google Business is more than a listing. It’s a bridge connecting your business with relevant, potential customers. Through accurate and engaging profiles, businesses can significantly enhance their visibility and appeal in Google Search and Google Maps.
- Are you replying to your incoming reviews?
- Are you uploading images every week?
- Are you posting updates on your Google Business Profile?
- And still, you cannot see a significant traffic increase?
- And you are asking why?
Google will rank your business based on 1. distance, 2. relevance and 3. reputation.
Let’s understand these one by one.
1. Distance:
Making Your Business a Local Landmark
Explanation: Google prioritises businesses based on proximity to the user’s location, making distance a critical factor in local searches. The closer your business is to the searcher’s location, the better its chance of ranking.
Importance: For Kiwi businesses, being a local option increases visibility in the crucial ‘near me’ searches, directly influencing foot traffic and local buyers.
For example, you open Google Maps on your phone and look for a “cafe nearby”. You see only one small area of your town/location on your phone screen. Google Maps will generate results based on how far you are from cafes, what is available the closest and what is open then. Well-optimised business profiles will rank first.
Tips and Tricks: 1. Ensure your address and service area are accurately listed. 2. Use local landmarks in your Google Business Profile description for better local SEO. 3. Consider encouraging check-ins to emphasise your presence in the community
2. Relevance:
Matching with the Right Customers
Explanation: Relevance determines how well your business matches a user’s search intent, influencing your visibility in search results. When someone searches for Asian-fusion cuisine in Christchurch, profiles with the “Asian fusion cuisine” category and such cuisine-specific details in their description will rank before other types of restaurants.
Importance: The more relevant your listing, the higher your chances of appearing in searches by potential customers actively seeking your services or products.
For example, Look at an example in Google Maps again. When you search for a restaurant, a restaurant near you will be displayed. When you search for a hotel, you will not see cafes or restaurants, only hotels. Google Maps will generate results based on your business profile settings and activity. By activity, I mean a well-optimised business profile that matches a particular search intent will rank/show up first.
Tips and Tricks: 1. Select precise business categories and use keyword-rich descriptions that mirror your customers' language. 2. In the description, use local landmarks and name districts and towns where your business is located. 3. Regularly update your services, products, and attributes to align your profile with customer search behaviour.
3. Reputation:
Building Trust and Credibility
Explanation: Your online reputation is shaped by reviews, ratings, and responses. These significantly impact your business’s appeal and trustworthiness in Google’s eyes. Actively gather reviews and reply to all incoming reviews, not just the positive ones.
Importance: A positive reputation, meaning a better star rating, not only boosts your search ranking but also influences potential customers’ decision-making, enhancing your credibility and attractivity.
For example: Reviews are one of the most critical factors. They are vital in ranking with your Google Business Profile. Notice that businesses with the best reviews are displayed first.
Tips and Tricks: 1. Be active. Encourage satisfied customers to leave positive reviews. 2. Respond in a genuine way to all feedback. I cannot emphasise it enough, reply to ALL reviews. 3. Showcase your commitment to customer satisfaction. Share testimonials and high ratings on your social media to further build trust. (Screenshot them, blur the name out and share).
Conclusion
In the ever-evolving digital marketplace, standing out requires more than just a presence; it requires a strategy. Do you have a strategy? A current business goal you want to accomplish?
Optimise your Google Business Profile to match your business goals.
Focusing on these three key elements lays a solid foundation when optimising it. Remember distance, relevance, and reputation. By optimising your listing, you enable the business to position itself as the top choice for local consumers.
Optimise your Google Business Profile today and transform how potential customers see, find, and interact with your business.
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I am Shopi.
I help businesses build solid online foundations.
Original photo by Krakenimages on Unsplash & modified by me.
