Boost Local Visibility: Google Business Profile Strategies for Small Businesses

Want more customers? Who doesn’t! Google Business Profile (fka Google My Business) is a simple, and free, way to bring them in. Your GBP is essentially your online storefront and it helps people find you. If you set it up the right way, it can bring more visitors to your website, new customers through your door, and can help you become a top choice in your area. 

Ready to rank higher in the local Google searches? Follow these simple steps we’ve laid out for you to get your Google Business Profile working for your business and grow your customer base!

1. Claim and Verify Your Business Listing

Before you can start to optimize your listing, you must claim and verify your GBP. Doing this basically tells Google, “This is my business.” The process gives you full control over your business information and helps you build trust with Google’s search engine. Verified businesses show up more often in local searches and Google Maps.

Tip: When setting up your profile, consider the phrases people in your area might actually be typing in the search bar. Try including location-based keywords in your listing title or description, like “Digital marketing agency in Maple Grove” or “Best Local Marketing Agency in Minneapolis” to improve visibility.

2. Keep Your NAP (Name, Address, Phone Number) Consistent

Consistency is super important when it comes to local SEO. Make sure your business name, address, and phone number (NAP) are exactly the same everywhere online. That includes your website, social media pages, Yelp and other local directories.

Example: If your business name is "Four Paws Marketing," don’t list it as "4 Paws Marketing" or just "Four Paws" somewhere else—it confuses search engines and can be confusing for customers, too.

3. Optimize Your Business Description with Local Keywords

Your business description is your chance to show how you stand out from the crowd. Tell them why they should choose you, and what makes you different. Incorporate location-specific keywords (like we mentioned above in #1) that users actually would type into Google when searching, such as “Twin Cities marketing agency” or “Minnesota-based digital marketing for small businesses.” 

Description Example: “Woman owned, family-run digital marketing agency in Maple Grove, MN. We specialize in providing the specific services each individual company needs, we do not take a one-size-fits all approach. We’ll give you what you need, not what you don’t.”

4. Choose the Right Business Categories

When setting up your Google Business Profile, you are required to select a primary and secondary category that describes what your business does. This helps Google understand what your business is all about and tell it when it makes sense to show your business to people searching for similar keywords.

Tip: Be as specific as possible. Instead of choosing a broad category like “Business” try categories like “Marketing Agency” or “SEO Service.”

5. Upload High-Quality Photos to Increase Audience Engagement

Good, quality photos on your Google Business Profile make a great first impression. They show potential customers a little about the “personality” of your business before they even make it to your door or website. Businesses with quality photos usually get more clicks and visits. 

What Photos Should You Post?:

• Show your sign and storefront as well as what it looks like inside.

• If you sell products or services, show them being used.

• Highlight pictures of loyal customers using your product or service (be sure to get their permission first).

• Seasonal or Minnesota-themed images (fall decor, winter, Minnesota State Fair events, MN Viking colors, summer patios, etc.)

6. Encourage and Respond to Customer Reviews

Minnesotans trust word-of-mouth recommendations more than anything else, and online reviews play a big part in local search rankings. Ask your happiest customers to share their experiences online, so others can hear directly from them. And always respond to reviews — thank them for the good stuff, and address any concerns, thoughtfully. It shows you care!

Tip: Send an e-mail follow-up after a purchase or service saying, “we hope you enjoyed your experience! If you did, we’d love it if you could share your feedback online!” and provide a direct link to your review page. It’s a simple way to thank your customers and get reviews that can make a huge impact on your business.

7. Use GBP Updates to Promote Specials and Events

Using the “updates” section on your Google Business Profile is a great way to share information with your audience about what’s happening at your business. It is simple to share team updates, recognition, special offers and any upcoming events you might have, directly on your Google search listing. 

Example: Hosting a booth at the Minnesota State Fair? Running a winter holiday special? Highlight it with a Google Post to attract more local customers.

8. Monitor Insights and Adjust Your Strategy

Google provides a lot of information about how people are finding and interacting with your business listing online. It’s important to check these insights/recommendations on a consistent basis so you know what is working and what might need some revamping.

Look to Four Paws Marketing for Google Business Optimization

We get it! Managing your Google Business Profile and trying to keep up with everything else can feel like a lot when you’re running a business. But the good news is, you don’t have to try and figure it out.  At Four Paws Marketing, we have the experience in helping small businesses get seen online and attract more local customers. Whether you run a veterinary clinic in the Twin Cities, a boat company in Duluth, or a home care agency in Moorhead, we can build a tailored GBP optimization strategy that will bring you results.

Get in touch today to unlock the full potential of your Google Business Profile and start growing your business!