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How to Optimize Your Google Business Profile

On May 2, 2019    /    Business, News, Search Engine Optimisation, SEO, Social Media
how to optimize your google business profile navigator marketing dawn larsen business brand breakthrough

Watch the video and read along to learn how to optimize your Google business profile to grow your businesses profile leads and sales.  One of the first things we do with our clients is optimize their Google business profile. And within weeks, they’re commenting back that people are finding them through their Google search that way. An outstanding 90% of online searches are happening through the Google search engine. Your Google Business Profile is a very powerful tool. It’s sad to know over 65% of business owners aren’t using this free business listing and optimizing their Google Business Profile.

Optimizing your Google business profile is a great way to grow your profile leads and sales for your business.

Google is a very powerful search engine. Google also owns YouTube so a lot of the video searches and keyword searches go through Google. Furthermore, most people who search online for keyword products and services, do not go past the first page on Google. It’s crucial to make sure that your website is showing up for the keywords in your industry. Your Google business profile shows up at the top of other results for any search for your business, to the right of the screen. This gives small and medium sized businesses a great way to get on the first page of Google just by following these tips. Remember, 75% of people don’t go past the first page of Google when searching.

Your Google Business Profile Gives you Control of What Your Prospects See Initially and Keeps You on The First Page of Google

50% of people who search for a company online and find them, visit that business within the next 24 hours. There’s 50% of the web searches could visit your business within the next day! Your Google Business Profile gives you good control of what your web prospects see initially, versus your competitors. You have three to 10 seconds to give a good first impression to web visitors and encourage them to go through to your website. And so, because your listing shows up at the top of Google searches you have control of this, you can add the details and the images and the branding that you want, to make it professional versus your competitors.

Optimizing Your Google Business Profile: Google Reviews

You also have the power to manage your online reputation with Google Reviews. Google is about helping customers get information they want. So instead of being intimidated and afraid about Google reviews, we really encourage our customers to embrace it, and to really use it.

How you react and manage the reviews, are the most important part. Once you have your Google business profile set up, if anybody does leave a review, you will get an email from Google that someone has left a review.

Google reviews really helps us market all those great things through our customer testimonials on Google reviews. Almost 80% of online visitors say they consider Google reviews before they actually visit a business and make a purchase. 78% of consumers say that they won’t visit a business unless they have a Google review rating of four or more.

70% of consumers said that they would visit a business, or find it more credible, if the business responded to the Google reviews. When you respond to a positive review, use it to upsell some services, and then you want to leave them with a call to action so that the people who will read the subsequent review, know that there’s something else coming or to come back to the facility or the business at a later time.

Optimize Your Google Business Profile with Visuals of Products and Services

With your Google Business Profile, you can also showcase your products and services visually. You can add videos, you can add product photos, you can add services photos. For example, with car dealerships that we work with across Canada, we showcase their new inventory weekly, and we can see by the numbers that it’s incredible in terms of how many people are looking at those visuals.  Put your logo in the profile picture. Include some key messages or the front of your business in your cover photo.

Using Google Business Profile Analytics to Gather Important Insights

The other thing important with a Google business profile is that you can gather important insights about your customers. You can see the actions they’re taking, how they found you on the internet, search versus Google Maps, etc. You can determine how they’re interacting with your information. Are they going to your website or making a call? You can even see the keywords they’re searching to find your business. Google analytics give you powerful information that can then help you further optimize your Google Business Profile listing.

How to Create A Google Business Profile

Your Business Profile appears right when people are searching for your business or businesses like yours on Google Search and Maps. Google My Business makes it easy to create and update your Business Profile. Go to, follow the instructions to create a business account and add a location. Now that you have claimed your free business listing, add in all your information.

Optimizing Your Google Business Profile: Make Sure Information is Accurate


It’s crucial you add in all your information, your email address, your business phone number.  The information you put on your Google business profile, has to be the exact information you have on your website. Also, Google is searching your website, and they’re also correlating it with what the information you have on your Google business profile. If they don’t match your website, Google will penalize you.

The other great part about Google business profile is that if you have multiple locations or franchises across multiple cities, you can add that information in as well.

In our Google business profile for Navigator Marketing, we have a link to my calendar where customers, can just go into my Google profile and get an appointment with Dawn. They find that very valuable because that goes right into her personal Google Calendar. Our car dealership clients across Canada, they have information about when the businesses are open and closed.

When You Set Up a Google Business Profile Google Will Email You Reminders Before Special Holidays

Google will email you before a long weekend, or a special holiday, and they will remind you to update your holiday hours. And if you have any special promotions, and you could easily and quickly update that Google information. Google is acting like a virtual assistant for you, prompting you before special holidays to get those details in. Another reason to get your Google Business Profile optimized!

How to Optimize Your Google Business Profile: Keywords and Company Attributes

Once you’ve started your Google business profile, put in the key information that matches the details on your website. Then you want to make sure that you’re really getting to the specifics about your business category. Make sure that you use all the keyword categories. If you are a nail salon, you don’t want to put your category as cosmetology. If you’re a used car dealership, you want to make sure that you have that not as the category and not just automotive. The more specific you are in the categories the better. It’s a really important step, when you’re determining your Google business profile.

The other important step is company attributes. Here’s where you can customize and address all your keywords. Keywords that you have around your business and that people may be searching. It doesn’t have to just be one keyword, it can be multiple keywords like for, say an HVAC business, heating, cooling and fireplaces. When somebody on the internet is searching for your keywords, your website will come up. If somebody is looking for fireplaces, you want to make sure that that is one of the products or the services you have in your Google business profile.

How to Optimize Your Google Business Profile: Creating the Best Description

There’s a lot of opportunity to add a great description in Google business profile, but you need to ensure that you’re thinking about your consumer. You want to make sure that it has a lot of good compelling information, but remember that they’re reading on mobile, and they’re time-cramped.

You want to make sure that you’re leaving space between paragraphs or bullet points. Bullet points and emojis are great so that they can read it and digest it quickly. Make sure you’re leaving some spacing in between words and not using, big paragraphs so that they can easily understand.

Optimize Your Google Business Profile: Add Your Mobile Number so Customers Can Text You

 90% of people say that they would prefer to ask businesses questions via text message. Customers can text you through your Google business profile. And you get that instantly to your phone. That’s why it’s a great opportunity to add your cell phone.  Responding quickly means the difference between them going to your competitors and going to you. Give them information and drive them to your website link or have them call you on the phone. We invest a lot of money in SMS solutions for text campaigns to our customers. And here in your Google business profile, you have that ability already!

Google Business Profile: Post Disruptive Images and Videos

In your Google Business Profile, you can add posts. Here’s an opportunity to post pictures, videos, and news updates. Google allows you to do all formats (animated gifs, mp4, etc.) so it disrupts the eye in a positive way to capture their attention. We recommend with my customers, that we are posting at least once a day. For our restaurant clients, all they do in the morning is they take a picture of their restaurant lunch and dinner. And then we post that just to catch people’s eye.

For more posting tips, read our other article. If you’re a car dealership, you’re going to put your weekly inventory. If you’re a retail store, you can put some of your clothing or products. Even just have a video of 10 pieces of your products or inventory and post that. You will see from your analytics that many people view that video. Depending on your business, you can see hundreds to thousands of video views in a week.

About the Author - Dawn Larsen

dawnAs the Director of Business, Internet & Social Media marketing, Dawn leads all consulting, marketing strategy and creative projects for Navigator marketing & Business Solutions. Dawn is an award-winning entrepreneur and marketing strategist specializing in custom WordPress web design, corporate marketing strategy and graphic design for business.

A leader in internet and social media marketing, Dawn has helped thousands of business owner and managers leverage the power of the Internet to generate increased profile, leads and sales. Dawn regularly speaks at conferences and workshops throughout North America, as well as being a regular on radio shows and business magazines.

Learn more and connect with Dawn:
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