15 Step Google My Business Optimization Checklist

In today's digital age, having a well-optimized Google My Business (GMB) profile is crucial for local SEO success. Whether you're a small business owner or a digital marketing specialist, this 15-step checklist will guide you through the essential tasks to ensure your Google Business Profile stands out in local searches. From basic setups to advanced strategies, follow this guide to optimize your presence and enhance your visibility on Google.

What Will This Google My Business Optimization Checklist Achieve?

This comprehensive Google My Business Optimization Checklist is designed to equip you with a clear, step-by-step guide for enhancing your Google Business Profile. Each step of the checklist not only explains the necessary actions but also delves into why these steps are crucial for your business's online visibility. By following this guide, you'll learn how to identify and implement the essential changes that can make a significant difference in how potential customers find and interact with your business on Google.

What Is Google My Business?

One of the most crucial components of your SEO strategy begins outside your website, specifically with your Google Business Profile (formerly known as Google My Business). This free online profile acts much like a social media page for your business, providing potential customers with essential information at a glance. Whether someone is searching directly for your business or looking for similar services in Google Search or Maps, your Google Business Profile is often their first point of contact.

A well-maintained Google Business Profile serves multiple functions: it educates visitors about your business, showcases your work through photos and reviews, and encourages them to engage with you, whether that's through a visit to your website, a phone call, or a trip to your physical location. Keeping your profile updated with the latest information and regular posts can also enhance its effectiveness and improve your chances of keeping visitors engaged.

Google My Business Optimization Checklist

Step 1: Confirm Your Primary Business Category

Choosing the correct primary business category in your Google Business Profile is pivotal. This category should represent the core of your business and align with what potential customers are searching for when they find your listing. While your business can appear under multiple categories, the primary category should be the one that best captures the nature of your business and the type of traffic you aim to attract.

To aid in this decision, consider using a tool like GMB Everywhere to analyze search volumes for each category. This can provide valuable insights into which categories are most relevant to your business based on actual search behavior.

Step 2: Add Additional Business Categories

Besides your primary business category, it's beneficial to select additional categories that relate to your services. These categories can increase the chances of your business appearing in search results for various queries connected to your offerings. Think of these as secondary avenues that can lead potential customers to your profile when they search for services that are indirectly related to your main category.

Step 3: Check Your Description

Your business description plays a crucial role in telling your story to potential customers. It should answer three key questions:

Who are you?

What do you do?

Why do you do it?

Aim for a description that is easy to scan and compelling enough to give visitors a clear understanding of your business's value proposition. The objective here is to inform users rather than stuff this with keywords.

Step 4: Add All the Services You Provide

It is important to list every service you offer on your Google Business Profile. This detail helps potential customers understand whether your business can meet their needs. For instance, if you're a plumber, the services listed might include installing toilets, repairing sinks, and unclogging drains. Detailing your services can also increase your visibility in search results, as users may search for specific services rather than the general category of your business (repair sink vs. plumber). Consider adding descriptions to each service to provide even more clarity to visitors.

Step 5: Add Your Social Profiles

Adding your social media profiles into your Google Business Profile is increasingly important in today's digital age. Social media platforms are often where potential customers go to gauge a business's activity level, view their work, and get a sense of their brand identity. By linking your social profiles, you’re giving yourself more opportunities to build that social. Plus, it’s always nice to get extra traffic toward your social profiles.

Step 6: Double Check Your Address and Phone Number

This might be THE most important step in this checklist. Triple-check to ensure that your address and phone number are correct and consistent across your profile and your website. You don’t want to miss out on potential business because you sent someone to the wrong place, or had them call the wrong numbers. Also, Google places a high premium on the accuracy of business information to maintain trust and reliability in its listings. Inaccuracies can lead to your profile being viewed as suspicious, potentially leading to reduced visibility in search results or even a temporary suspension until you go through the verification process. Avoid the complex Google verification process by getting these details right the first time.

Step 7: Add Your Service Areas

If your business provides services at customers’ homes, clearly define your service areas in your profile. This step helps ensure that when potential customers search within these areas, Google is more likely to recommend your business. Most businesses should consider adding cities and counties they serve. Although this is less critical for businesses that do not travel, it’s still beneficial to specify where you offer services to enhance local SEO and improve search visibility.

Step 8: Turn on Google My Business Messages

Enabling messages on your Google Business Profile allows potential customers to reach out directly via your listing. This feature is especially useful as it streamlines the process of someone discovering you and reaching out. However, it's crucial to manage these messages effectively. Ensure that someone on your team can check and respond to these messages daily. Unanswered messages can reflect poorly on your business and negatively impact your profile's performance.

Step 9: Delete Old Photos and Replace With New Ones

Pictures play a critical role in making a strong first impression. Regularly update the photos on your Google Business Profile to keep your visual content fresh and relevant. Remove any outdated images that no longer reflect your business accurately. Depending on the volume of photos and the nature of your business, this might be an ongoing task rather than a one-time update. Keeping your photos current helps maintain a vibrant and engaging profile that accurately showcases your business.

Step 10: Add an Appointment Link

Making it easy for potential customers to take action directly from your Google Business Profile can significantly increase conversions. If your business operates on appointments, include a direct link to your scheduling system. If such a system isn't available, link to your contact page as an alternative. As mentioned in the messages section, anything that streamlines the discover-to-reach-out process should implemented for your business.

Step 11: Enable Google My Business Call History

Activating the Call History feature on your Google Business Profile can provide valuable insights into your customer call interactions. This feature records data such as the number of calls received and missed, and the duration of each call. It even shows the caller's number and the date of the call. Analyzing this data can help you understand peak call times, improve customer service, and ensure you never miss out on potential business opportunities due to missed calls.

Step 12: Fill Out the FAQ Section

Leveraging the FAQ section of your Google Business Profile is an excellent way to directly address common customer inquiries. If your website already has an FAQ page, you can simply copy and paste the most relevant questions and answers. If not, consider adding the top three questions that your business frequently receives. Answer these questions directly from your business profile. To increase the visibility of these answers, encourage at least three people to 'thumbs up' your responses as this helps Google show that Question/Answer more often.

Step 13: Fill Out the “More” Section With Anything That Applies to You

The “More” section of your Google Business Profile allows you to highlight unique aspects of your business that can make it stand out. Take advantage of this section by noting special features such as ownership (e.g., women-owned), accessibility accommodations, amenities, and other unique qualities. Information in this section can help differentiate your profile and make it more appealing to specific customer groups.

Step 14: Create a Conversion-Optimized Landing Page for Your Profile

Maximizing the potential of your Google Business Profile involves directing traffic to a page that is optimized for conversions. When a visitor clicks the “website” button on your profile, consider sending them to a dedicated landing page rather than just your homepage or contact page. This landing page should be specifically crafted like those used in Google or Facebook Ad Campaigns, with a focus on encouraging visitors to complete an action. Whether that’s making a purchase, signing up for a newsletter, or making an inquiry, ensure this page answers potential questions and provides compelling reasons for visitors to engage with your business.

Step 15: Create a Plan for Google My Business Posts (Updates)

Regularly posting updates on your Google Business Profile is a powerful but often underutilized strategy. These posts function similarly to social media updates and can significantly enhance your profile’s engagement. Use posts to promote deals, share blog articles, or announce new products or services. You’ll need to establish a consistent posting schedule and adapt any content you want to share from other social platforms to fit the tone appropriate for Google My Business. This not only keeps your profile active and relevant but also helps in maintaining visibility in search results.

Skip the Steps. Work With an Expert.

Optimizing your Google Business Profile can be a complex task, especially if you're aiming to maximize local SEO effectively. If you're ready to elevate your online presence and want a tailored approach that aligns with your specific business goals, consider partnering with a local SEO expert. Kai offers a unique blend of strategic insights and personalized services, ensuring that every aspect of your local SEO campaign is managed with professional care. Whether you are just starting out or looking to enhance your existing strategy, Kai is well-equipped to help you achieve your objectives.

Investing in professional SEO services can significantly transform your business. By collaborating with an expert, you can dedicate more time to running your business while feeling confident that your online visibility is being optimized to attract and engage your target audience effectively.