What Is Google My Business Local SEO?

Google My Business, now known as Google Business Profile (GBP), is a free tool that provides you with some control over how your business appears online. According to SOCi, nearly 80 percent of people search for local businesses weekly, and nearly one in three do so daily [1]. If your business isn’t showing up in local search results, you could be missing valuable opportunities to engage with customers who are ready to buy, visit, or contact you.

If you were familiar with Google My Business in the past, it’s important to note that it’s now been rebranded as Google Business Profile, and features once available on the standalone app are now integrated into Google Search and Maps. 

To learn how to increase your business visibility, share your business information, and more, explore how to use Google Business Profile, why local SEO is important, and how it could benefit your business.

What is Google My Business local SEO? (Now Google Business Profile)

Google My Business, now Google Business Profile, local SEO refers to the optimization of your business’s listing on Google Search and Maps so that it appears prominently when people search for local products and services. This is especially relevant for businesses with fixed physical locations, such as a dentist's office or restaurant, as it helps you connect with customers who are geographically close and ready to take action, such as scheduling an appointment or visiting your location.

Local search engine optimization (local SEO) is an extension of organic SEO that focuses on matching users with businesses in their immediate vicinity. When users type queries such as “best French restaurant near me” or “hair salons in Seattle,” Google prioritizes businesses with verified, optimized Business Profiles that match the request. In general, Google Business Profile considers factors such as prominence (a famous museum would have high prominence), distance based on written or calculated location, and relevance to the request.

Why local SEO is important for your business

Local SEO is a digital marketing strategy that increases the likelihood that your business page shows up when users search in your area, making it one of the most high-impact digital strategies for brick-and-mortar businesses. Unlike organic SEO, which focuses on general web traffic, local SEO captures people who have a strong purchase or action intent. 

By optimizing local SEO, you can:

• Increase your visibility on Google: Show up higher in search results by boosting certain aspects of your profile. The top three searches often get the highest volume of traffic (known as the Google “snack pack” or “local three pack”).

• Encourage foot traffic: Help local customers discover your business when they’re searching for businesses near them. If you show up higher for searches such as “seafood near me,” you may encourage customers to come your way.

• Build a reputation: Increase the number of reviews from customers by boosting local SEO. The easier you make it for customers to leave reviews, the more you’ll receive. Positive reviews can boost your credibility and increase the likelihood that new customers will want to try out your business.

• Target action-oriented customers: If a customer is searching for something nearby, chances are they’re ready to take immediate action. Because of this, ranking higher can improve your sales.

How to optimize local SEO for your Google Business Profile

To effectively use your Google Business Profile and optimize local SEO, you need to go beyond just creating a listing and focus on continuous optimization and engagement. Steps you can take to boost your profile include the following.

1. Create a complete Google Business profile.

Step one is to claim your business at google.com/business. You can then enter information related to your business name, hours, category, contact details, address, and more. Once you become verified, your listing will be available to the public.

To ensure your Business Profile shows up in local searches, create a complete and engaging profile. This can involve adding photos, in-store products, and regular updates to company hours and information. You can also create an engaging description, which will help to attract customers and may improve your “relevance” by better matching you with customer searches.

2. Increase reviews.

After you set up your profile, aim to get as many reviews as possible. If you’ve ever looked for a dinner spot or shopped in a new location, chances are you’ve checked the reviews—and maybe even made decisions based on what past customers said. Not only do reviews help to grow your profile ranking, but they can directly influence customer decisions on whether to check out your business. 

To increase reviews, you can create a review strategy, such as asking customers to leave reviews or giving incentives for honest reviews. You can also respond to reviews on your page, showing that you care about your customers and want everyone to have the best experience.

3. Keep information current and relevant.

You can keep your business credibility high (and your rankings high) by paying attention to the accuracy of your information. Having outdated hours or a disconnected phone line can set you back. For example, a customer showing up at a time you say you’re open, but you’re actually closed, can lead to a frustrated review. 

You also need to ensure your NAP (name, address, phone number) is consistent. Google may notice discrepancies across sites, penalizing your profile and lowering your rankings. If you have multiple locations, create a reminder to update each page as details change.

4. Optimize for mobile phones.

Over 70 percent of website traffic on Google.com comes from mobile devices, meaning optimizing your page for mobile device users can help you reach a broader customer base [2]. This involves creating a responsive, easy-to-use website that loads quickly and leads to a seamless user experience. 

5. Use location-based strategies.

Because one of the most important factors for local SEO is location, including location-based keywords can help Google match you with users in the vicinity. This includes factors such as website headings, URLs, meta titles, and descriptions. 

You can also employ strategies such as optimizing social media content and listing your business in local directories. On social media, you can post location-based content that links to your website. These strategies can help increase your visibility and provide multiple avenues for your potential customers (and Google) to find you. 

What Google Business Profile analytics are available

You can use available analytics from your Google Business Profile to track how your business is performing online and make adjustments as needed. Analytics available for Google Business Profile include (but are not limited to):

• Number of searches in which your business appeared

• Number of unique users who viewed your profile

• Number of unique users who requested directions to your business

• Number of website clicks

• Number of call clicks

• Number of bookings (if relevant)

• Summary of interactions

Challenges of Google Business Profile

While the benefits of a Google Business Profile generally outweigh the challenges, being aware of potential obstacles can help you take a proactive approach and reduce frustration should they arise. One of the challenges of having a Google Business Profile is the administrative work that goes into maintaining it. To stay high in search rankings, you need to continually update your information, post new content, and respond to customers online. You can leverage an optimization service to make this less time-consuming, or you can set aside specific hours each week to prioritize these tasks.

Another potential challenge is negative reviews. While these can be discouraging, they are also an opportunity for you to show your professionalism and passion for your organization. By responding with patience, kindness, and understanding, you can show customers that you value their feedback and are committed to providing a high-quality service.

Learn more about marketing on Coursera

Optimizing your Google Business Profile local SEO can improve your organization’s visibility, customer traffic, number of reviews, and more. You can learn more about how to improve your company’s online presence with exciting courses, Specializations, and Professional Certificates on Coursera, taught by leading experts. For beginners, the Google Digital Marketing & E-commerce Professional Certificate is a seven-course series focused on how you can attract and engage customers through digital marketing channels such as search and email, measure marketing performance, and grow your customer loyalty.