It may seem surprising but a lot of businesses we work with come to us having not yet set up or optimised their Google Business Profile (GBP). With GBPs being a free tool this seems like a missed opportunity, especially for small businesses. So, why is it so important? Why optimise your Google Business Profile?
Optimising your Google Business Profile has the following benefits:
Keep reading to find out more about the benefits involved with optimising your GBP as well as how to do so.
Optimising your Google Business Profile can provide a variety of benefits to your business and online presence. Take a read below to understand the benefits our expert team have suggested will make all the difference to your business.
Optimising your Google Business Profile can help to increase your visibility online. Paired with an optimised website, having a GBP with all the correct company information, opening times, keywords, products or services and reviews will help Google to understand your business better.
When Google crawlers can clearly understand your GBP, it is more likely to rank you higher which in turn can increase your visibility online.
Keeping your GBP up-to-date is also beneficial for businesses targeting customers local to their area. On most search engines, user searches are filtered relating to their area and often are displayed in the map pack. To achieve a ranking in this map pack you need to ensure your GBP is fully optimised.
If you are interested in finding out more about how to improve your local SEO, take a read of our informative blog: How Can I Rank in My Local Area?
A GBP is also an excellent example of a trust signal which can help with encouraging conversions. When a user goes to your GBP and sees a variety of positive reviews they are going to feel more comfortable using your services or purchasing your products. Not only that, reviews are a genuine Google ranking factor, especially for local SEO.
To learn more about the main Google ranking factors including reviews, read our useful blog here: What are Google Ranking Factors and How Do They Impact SEO?
Ensuring your GBP is optimised also improves user experience. Essentially the profile is a summary of all the information a user would need to understand your business and how to contact you without going on your website.
A user should easily be able to access your contact details, social profiles and website from the profile. By not doing so you are simply creating a potential unnecessary barrier for conversions.
“Another benefit of optimising your Google Business Profile that is often overlooked is the fact that it is a free tool. Unlike some other marketing channels, you don’t have to pay to set up a GBP or to have it appear in search results.
Not optimising it would simply be a missed opportunity to boost your online presence even further, especially if you are a SME with limited digital marketing budget.”
Now that you know the importance of optimising your Google Business Profile, the natural next step is to learn how to optimise it. Below we have detailed the key ways to get the most out of your GBP and give yourself the best chance of appearing in relevant user search results.
Probably the simplest and most obvious way to get the most out of your GBP is to ensure you fill in all fields with the required information. Providing all the details will help Google to understand your business when crawling and determining how to rank your business. As well as this, it will help users to find what they need in order to convert.
It is also important to double check that all of your contact details, social profiles, addresses and website links are up to date. The last thing you want is to leave inaccurate contact details on the profile so a user doesn’t manage to get in touch with you. Having inaccuracies may also confuse Google crawlers when trying to rank you based on location.
Next you need to write a clear business description that demonstrates your core offerings. Google Guidelines make the following suggestions:
In addition to this, it is recommended to use relevant keywords throughout your GBP as it has been proven to support local rankings for businesses. Examples of places in the profile that you can natural optimise for keywords include:
Another useful feature of the GBP is that you can add updates or posts about your business. This can be a great way of demonstrating what your business has been up to or sharing a useful blog you have written. It can also encourage more users to click through to your website and act as a trust signal because it shows you are a legitimate business with events running or content being produced regularly.
Once verified by Google, your updates will then appear at the bottom of your GBP as seen below.
Depending on the type of business you run you can also take advantage of the product and service posting features on GBPs. You can add individual products with descriptions, prices and links through to the website and similar options are available for services.
If a user can see your products or services from your GBP you may have a chance of attracting their interest onto your website for potential conversions so it seems like a missed opportunity to not take advantage of this feature.
Whether a positive or negative review, we always recommend responding to your customer reviews. This is because it shows you are a real business that values customer feedback. Unfortunately, with GBPs you cannot delete bad reviews but how you handle it can make all of the difference.
If a user lands on your profile and can see you have responded to reviews including bad ones and have made an effort to resolve a tough situation, that may maintain your reputation compared to completely ignoring a bad review.
Optimising your Google Business Profile may be a task you wish to pass onto experts such as ourselves or someone else within your team. Therefore, to help you out we have provided you with clear steps on how to do so.
For a more visual guide on how to do this, take a look at the useful video below.
Wildcat Digital is an award winning agency that helps businesses punch above their weight online. We deliver comprehensive SEO strategies that are bespoke to your business to help you improve your online presence. Contact us today to discuss how we can support you, including optimising your GBP.
SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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