Learn how to properly optimize a Google Business Profile
Understanding how to optimize a GBP is important campaign success. It will ensure you clear up any Google penalties, are able to rank for the desired keywords and can get results quickly. Two of the most common reasons for all red X's in analysis of a business is duplicate address and wrong GBP category.
A tool we recommend for auditing a GBP is the plugin PlePer Local SEO Tools for quickly getting important data and is what is shown below.
The points to optimize on a GBP are:
- Verified GBP: You must have the GBP verified when running a campaign. Unverified GBP's will not rank or improve.
- Business Name: The business name used on the GBP should be matched exactly on the website, citations, and social profiles as much as possible. This clearly defines the business as an entity in Google and strengthens the brand. Matching the Name, Address, Phone Number to the GBP EXACTLY on the website and citations is very beneficial.
- Main Category: Use the plugin GMB Everywhere to see what main category they are in. The main category is 90% of what keywords they are eligible for. This is because Google assigns groups of keywords to a category. If you are not in the correct category for a keyword you won't be able to rank for it. For example a dentist might offer Invisalign, but this keyword is assigned to the "Orthodontist" category, so the "Dentist" wouldn't be able to rank for it. You can search keywords in Maps to see which category shows up, this is what it is assigned to.
- Unique Address: The business must have a unique address. If it is in an office building or strip mall, then they need a unique unit/suite number. You can search their address in Maps, see what businesses are At This Place, look through and make sure they don't share an address. Sometimes old businesses need to be closed or they accidentally opened two locations. If there is a second business that can't be closed, adding a unit/suite number can help them get a unique address. Dont just add "#1" or "A" as this may not be enough. Write out "Unit 1" or "Suite A". Make sure to update the website and citations with this new address. Business without a unique address can get flagged by Google as spam and will not rank.
- Website URL: The URL used on the GBP should be the final live URL of their website. It should not do any redirects. If the final version of the site is https://www but the GBP link is just https:// it will weaken and slow down results. Whatever the site is set to, copy and paste it into their GBP exactly.
- Additions To Names: Some locations have keywords or city names added to their name. This is not something we recommend, it doesn't help rankings and can actually water down brand strength. If the business owner insists on this, then put it after the brand name with a -. Example: Brand Name - Keyword/City.
- GBP Services: Keywords you want to target should be added to the list of GBP Services:
You may add things like:- Roofing contractor
- Roof repair
- Roof replacement
- etc.
It is important to only capitalize the first letter of the keyword. Do not add in the city name or "near me" to these services.
If a client is showing all red X's for a keyword in the analysis you can look at the GBP category, duplicate address or lack of website optimization for the reason why.