Tips for Conducting a Google Business Profile Audit
If your team is in the process of an SEO audit, you might want to make sure your Google Business Profile is a part of that. Especially if it’s a local SEO audit. If you had a Google My Business account (or GMB listing), you’ve been automatically switched to Google Business Profile.
However, if you haven’t visited your account in a while, it’s time to make sure your information is current and correct. This Google Business Profile/Google My Business Audit will give you the points to check and optimize so your listing is performing at peak effectiveness. Having a local business listing will do wonders for your local search and local ranking factors.
Verify Your Business
If you discover you have not verified your business previously, that’s the first thing you want to do. Here are the instructions, you can click here to read how to verify your business with Google. The process will take between 7-14 days because Google sends a postcard to your physical address with a code for you to enter to complete the process. In the meantime, you can make changes to your listing, but they will not be live until you have verified using the code.
Review Your Listing With this Google Business Profile Checklist.
Here’s the list of seven step-by-step tips you need to do to ensure your listing is optimized.
Consistent Name, Address, and Phone Number (NAP)
It starts with accurate information. If you have details already listed, double-check them. Is your business name correct? What about your business category? The phone number and address right? Since people are using the internet and mobile to find you, all the details must be up-to-date. Add any missing facts to make the listing as complete as possible. It’s important to make sure the information, from your business name to your phone and address, matches exactly with what you have on your website and other platforms. Even the particulars, like Ave. vs. Avenue, need to be the same.
Accurate Hours of Operation
Enter the days and business hours, plus any seasonal changes or special hours you might have during holidays.
Choose Appropriate Categories
Make sure you have selected the right categories to describe your business, as they are used to determine search results and help your customers find you. Use as few categories as you can to describe your business.
Craft a Meaningful Introduction
Write a meaningful introduction for your business description, including keywords or phrases. Describe what makes your business unique and special. Keep it brief and scannable, with bullet points and headers. A good number of words to aim for in the introduction is around 250.
Link Back to Your Website
Include a link to your website landing page for additional information and all social media profiles.
Add at Least Three Photos
Another important part of your GBP audit is photos. Photos enhance your listing and make your business appealing to visitors. You can add photos that show a preview of your business, feature your employees, and spotlight your goods or services, as well as an exterior shot to help them identify your location. Other ideas include a photo of yourself, customers using your products, your employees making your product, or your special “claim to fame”. At least three high-quality photos and a good cover photo are recommended, and you can upload new ones as you wish to keep them fresh. Make sure you use images that tell a positive story about your business information.
Respond Quickly and Appropriately to Reviews
As you gather comments and reviews, make sure you respond appropriately, answering questions and addressing concerns. You are not allowed to delete Google reviews, but responding to all of them–especially the negative–can help your star rating.
Try to post once a week, with news about products, events, interesting related articles, and promotions. The information on your Google Business Profile listing appears on Google Search and Google Maps as well, so you want to be sure all business details in each place are consistent and correct. Periodically, use this audit template to review and update as needed.
Auditing Directories Can Boost Overall Digital Marketing
If you’re still wondering whether a Google Business Profile (or GMB audit) is worth the hassle, think of what first pops up on a Google local search. The search engine is going to bring up your profile. First impressions make a difference in today’s cut-throat market and tactics such as updating your business directories will pay off in search rankings and your local SEO strategy.
About the author
Jordan is the Manager of SEO & Social Media at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.
Rebecca helps keep all things content running at UpCity. Prior to joining, she was a magazine editor at an agency for several award-winning publications based in the Minneapolis-St. Paul area, and a content specialist for several brands within the SMB/B2B landscape. She also has significant experience in digital content creation, most notably targeting hunters and anglers (despite being a vegetarian) during her time at Gander Outdoors. Rebecca has also worked in PR, covering a diverse terrain of products and events, including the promotion of local musicians and music festivals and the latest craft beer offerings from local breweries.
