A beefed-up GBP can bring more visitors, leads, and sales to your regional company. Focus on these variables when fine-tuning your Business Profile.
Customers look for reviews and references before purchasing to reinforce and validate their decision. I worked with an agency that served 600 small florist businesses in the U.K. Here are the possible motives for a flower shop customer:
- Seasonal flower arrangements (Valentine’s Day, Mother’s Day, etc.)
- What kind of flowers to buy for a date.
- Flower arrangements for weddings.
- Learn how to create a Christmas wreath.
A potential customer with a clear intent can lead to two things:
- They will begin their search on social media by watching flower arrangements or flower selection videos and seeking inspiration from sites like Tik Tok, Instagram or Youtube.
They go directly to Google and type keyword phrases such as;
- 1. Flower Delivery + location
- 2. Same-day flower delivery
- 3. Same day flower delivery + location
- 4. Wedding flower services
- 5. Flower subscription services
A well-optimized Google Business Profile (GBP) can become an influential source of leads due to its reviews, content, images, and products. Even if you are not ranking as highly as other listings, an enhanced GBP can generate leads for your listing. Here are the elements you should optimize to turn your GBP into a revenue-generating channel.
1. Categories on the ‘Info’ section.
The category you select significantly affects local rankings. Your firm’s main category defines what it does (for example, a law firm, dentist, plumber, or hair salon). Furthermore, this category will be the only one available to everyone.
Reviews are a critical ranking component and a conversion factor. They are critical to local businesses, not only to differentiate but to build legitimacy. According to BrightLocal’s recent survey, 77% of consumers consistently or regularly read online reviews when searching for local businesses.
When a customer searches for a brand, Google will display the company’s reviews prominently on its profile, increasing its credibility. Always replying to customers’ comments increases the likelihood that they will leave reviews for you.
Consumers may be drawn in by positive reviews and may identify issues with customer service through negative ones.
A frequently updated Products section can be a powerful revenue generator if positioned higher than the Services category. It is more prominent than the Services category because it is higher on the page. You can include the following in this section:
- Call-to-action buttons.
Having the right product in front of the right customer at the right time is critical in e-commerce. Matching customers’ search intent with relevant products helps them make a purchase decision faster and more efficiently.
There’s no denying the significance of visual content in marketing. Google has made it simpler for users to search for pictures and text, resulting in more relevant results. You may want to add pictures to the Image section of your GBP, but it cannot be easy. Ensure high-quality pictures you post for your products, logos, and general imagery. When adding pictures to your Product section, ensure that they adhere to Google’s rules for Business Profile pictures.
Publishing posts on your Business Profile is a great way to advertise new products, events, workshops, or special offers. You can add call-to-action buttons to your posts to help you increase sales and revenue and make it simpler for your customers to complete a transaction.
Your posts should be brief, concise, informative, and valuable to your customers. Creating unhelpful content by turning keywords into topics is not the way to go if you like your posts to rank well on search result pages. It is against the rules, and it won’t work.
6. UTM tags
Google Business Profiles can be utilized to track precisely how many visits, transactions, and revenue your website receives as a result of Google Business Profiles. Here is how to add UTM tags to your website URLs.
Create a bookmark for Google’s Campaign URL Builder (it’s worth the effort). Then, enter the following information in lowercase:
- Website URL.
- Campaign source.
- Campaign medium.
- Campaign name.
Finally, at the end of the page, you should include a URL such as this:
Paste the website link you just created into the blank space with the earth icon (which represents a website) in the information section of Google Business Profile.
It should begin tracking, and you will see its data on Google Analytics in a few days. You can see its data on GA by going to Acquisition > Campaigns > All Campaigns.
After that, you will be able to see all the campaigns. Search for “GBP-listing.”
A Local Flower Shop Case Study:
In January 2021, before the critical season (Valentine’s Day, Mother’s Day, and Easter), I assisted Magnolia’s Flower Shop, located in a stunning village in Northamptonshire, England, in making some modifications to their Google Business Profile.
- They want to improve the information section.
- Build a catalog of items and classifications based on the most popular products and services.
- They began posting updates about new product launches, upcoming flower workshops and offers to keep their customers informed.
By the end of April 2021, Magnolia achieved €27,328.80 in revenue (roughly the same in dollars) by solely using their Google Business Profile to generate sales.
You might also like: More Local Service Ads Are Being Tested in SERPs According to Google.
What Should You Avoid When Creating A Google Business Profile?
Google Business Profile names cannot include keywords or cities; therefore, adding them is pointless. Having different keywords won’t have any effect on local rankings or organic listings. Remember that GBP activities won’t affect other listings and vice versa.
Lawyers, insurance firms, and dentists all had a tough time in late April. Businesses far from their sites or with keyword-laden names were hurt the most. It’s a common misconception that adding keywords to your business description (in the information section) will improve visibility or local rankings. This is not true, and it’s simply a spammy practice. Your business descriptions should be brief and include details that will be helpful for your customers. In 2021, April will be over.
Hashtags will not be helpful on your GBP content since Google is not Instagram or Twitter. They don’t affect discoverability or local search.
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