Mastering GBP

Welcome to Mastering Google Business Profile from Courses Buddy!

Creating a Google Business Profile (GBP) is essential for establishing an online presence. This guide walks you through setting up, claiming, and verifying your business profile step by step.

Step 1: Check If Your Business Already Exists

Before creating a new business profile, check if your business is already listed on Google:

Open Google Maps. Search for your business name along with its location. If the business listing exists, you need to claim it (explained in the next steps).

Step 2: Sign Into Your Google Account

Make sure you’re signed into your Google account. If you need to create one, it’s best to use an email linked to your business domain.

Step 3: Claim or Create a Business Listing

Claim an Existing Business: If your business is already listed, request access by clicking the Request access button.

Create a New Business Listing: If no existing listing is found, click Create a business with this name and enter your exact business name (avoid adding unnecessary keywords, as this violates Google’s guidelines).

Step 4: Choose a Business Category

Selecting the right category is crucial. For example, if you own a bakery, choose Bakery as your primary category. You can add secondary categories later.

Use tools like GMBSpy (a Chrome extension) to analyze competitors’ categories. Refer to Sterling Sky’s updated list of GBP category changes.

Step 5: Define Your Business Location

Decide whether your business has a physical location or is service-based:

If you have a brick-and-mortar store, enter your business address. If you operate as a service-based business (e.g., a food truck or plumber), select No and set a service area instead.

Step 6: Add Contact Information

Provide a phone number and website (optional but highly recommended for credibility).

Step 7: Verify Your Business Profile

To complete the process, Google requires verification. The most common method is postcard verification, but other options include phone, text, email, or video verification. Google determines the verification method based on business type and region.

Important Notes on Verification:

1. Postcards may take up to 14 days to arrive.
2. Do not change your business name, category, or address while waiting for verification.
3. You can add a business description, enable messaging, and upload photos while waiting.
4. Your listing won’t go live on Google Maps until verified.
5. Once verified, you’ll receive an email notification and a blue checkmark will appear next to your business listing.

Claiming and verifying your Google Business Profile is a crucial step in improving your online visibility. If you encounter any issues, refer to Google’s official support resources.

Next, we’ll cover how to optimize your Google Business Profile to maximise visibility and engagement. Keep reading!

A well-optimised Google Business Profile (GBP) significantly impacts a business’s visibility in local search results. This guide walks through the various aspects of GBP optimisation, ensuring consistency and accuracy across all platforms.

Ensuring Consistency in Business Information

When setting up and optimising your GBP, ensure that your business name, address, and phone number (NAP) remain consistent across the web and offline records. Maintaining a master spreadsheet for these details can help prevent discrepancies.

If you use BrightLocal, their Citation Tracker tool can help find instances where your NAP lacks consistency.

Selecting and Updating Categories

Your primary category is a key ranking factor in local search, while secondary categories also contribute to visibility. Tools like GMBSpy and PlePer can help analyze competitors’ secondary categories.

Categories can also be seasonally adjusted. For example, a bike shop that rents bikes in summer and skis in winter should update its primary category accordingly.

Keeping Business Hours Updated

Ensure your listed hours are accurate to avoid frustrating potential customers. Google allows businesses to:

• Set holiday opening hours for special events and public holidays.
• Use special hours for closures of up to six consecutive days.
• Mark a business as temporarily closed for longer closures.
• Set more hours for specific services like delivery, brunch, or online operations.

To manage hours effectively, use the business information button in the Google Search interface.

Adding High-Quality Photos

Businesses with photos tend to receive more clicks and direction requests. Consider regularly updating your photos to reflect seasonal changes. Recommended types of images include:

• Team at work (e.g., plumbers, dog groomers, bakers)
• Interior and exterior shots
• Product images
• Team photos

Photo Guidelines:

• Format: JPEG or PNG
• Size: 10 KB – 5 MB
• Resolution: Minimum 720 x 720 pixels
• Videos: Up to 30 seconds, 75 MB, 720p resolution
• Logos should be square, and cover photos should best represent your business.
• Avoid stock photos, as they may be flagged and removed.

Encouraging customers to upload their own photos can boost engagement. Creating photo opportunities in your business, such as photographing a car unveiling at a dealership, can encourage user-generated content.

Linking to Your Website

Your GBP should include a website link. For single-location businesses, linking to the homepage is recommended, while multi-location businesses should link to their specific location pages.

Best Practices:

• Use UTM tags to track GBP traffic effectively.
• If serving customers at their location, enter relevant service areas.
• Keep service areas within a two-hour driving range and limited to 20 locations.

Crafting a Strong Business Description

The business description is a valuable text area with a 750-character limit (only the first 244 characters are visible without clicking “More”). This space should clearly communicate:

1. What you offer
2. What sets you apart
3. Your history
4. Any other useful customer information

Prohibited Content:

• Avoid URLs or HTML code.
• Stay within the character limit.
• If your business changes seasonally, update your description accordingly.

Utilising Products and Services

Not all businesses have access to these features, but if available, they should be utilized effectively:

• GBP Services: Displayed in the mobile search tab but not visible on desktop.
• GBP Products: More prominent and can be manually added if Google Merchant Center integration is not possible.

Adding Products:

• Upload high-quality product images (preferably on a solid background).
• Assign each product to a category.
• Set a price and add a detailed description (up to 1,000 characters).
• Include a CTA button linking to your website with a UTM tag.

Business Attributes

Google attributes provide additional insights about a business. There are two types:

• Business-defined attributes: Added by businesses (e.g., wheelchair accessibility, women-owned business).
• User-defined attributes: Based on customer feedback (e.g., “good for kids,” “popular for lunch”).

These attributes can be found in the Edit Profile tab.

Monitoring Google’s User-Defined Questions

Google frequently asks users questions about businesses, which can influence how they appear in search results. To view these questions:

• Visit your local knowledge panel in the search results.
• Click “Know this place?” to see the questions Google asks users.

Optimising a Google Business Profile involves maintaining accurate information, updating categories and hours, adding high-quality visuals, and utilising website links, descriptions, and attributes. Staying proactive with updates ensures better visibility and engagement in local searches.

There is no doubt that reviews—both positive and negative—have a significant impact on a business. Reviews often play a crucial role in how consumers choose between different products or service providers. However, it’s not just about what the reviewers say; the way a business responds to these reviews also matters.

The Impact of Reviews on Consumer Decisions

A 2022 BrightLocal survey on the influence of reviews and ratings on Google Business Profiles found the following insights from research participants:

• 75% feel positively about a local business when the written review describes a positive experience.
• 58% are influenced by a high star rating.
• 55% appreciate when the business owner responds to reviews.
• 49% prefer recent reviews, particularly those posted within the last month.

Reviews are crucial to your potential customers. Businesses must continuously encourage customers to leave reviews, ensure those reviews are positive, and actively engage by responding to them.

How to Encourage More Google Reviews

While it’s against Google’s guidelines to offer incentives for reviews, there are still effective ways to request and encourage customers to leave feedback. In the Google Business Profile (GBP) editing experience, you’ll find an Ask for Reviews button. Clicking this generates a shareable link that you can provide to customers when requesting reviews.

Strategies to Increase Reviews

1. Ask in Person – Directly request reviews from customers using your real voice.
2. Use Signage – Display posters or cards at your business location thanking customers and prompting them to leave a review.
3. QR Codes – Make it easy for customers by adding a QR code on receipts, packaging, or posters that links directly to your Google review page.
4. Marketing Kit with Google – Access printable resources that encourage reviews at points of sale or in business communications.
5. Email or SMS Requests – Platforms like BrightLocal and GatherUp allow businesses to send automated review requests via email or text messages.
6. Schedule Reminders – Set up review request templates with scheduled reminders at different customer touchpoints.

Responding to Google Reviews

It is essential to respond to both positive and negative reviews. Engaging with reviews demonstrates a commitment to customer service and signals to potential customers that you value feedback.

Where to Respond

• Directly through the GBP editing experience in Google Search.
• Via Google Maps.
• Through third-party review management platforms like BrightLocal.

Creating a Review Management Procedure

A structured approach to review generation and response ensures consistency. Here’s what your business should consider:

1. When to Ask for Reviews – Identify key touchpoints in the customer journey.
2. Who Asks for Reviews – Designate responsible team members.
3. How to Ask for Reviews – Determine the preferred method and messaging.
4. Who Responds to Reviews – Assign responsibility for timely responses.
5. Analyzing Review Content – Use customer feedback for business improvement.

Handling Negative Reviews

Negative reviews can be disheartening, especially for small businesses. However, they also present an opportunity to improve customer relations.

Steps to Address Negative Reviews

1. Investigate the Issue – If you are unaware of the situation, consult your staff to understand what happened.
2. Stay Professional – Respond politely and avoid being defensive.
3. Apologize Where Necessary – A sincere apology can help rebuild trust.
4. Offer a Resolution – Demonstrate your commitment to customer satisfaction.
5. Learn from Feedback – Use negative reviews as constructive criticism to improve services.

Customers are more likely to trust and support businesses that acknowledge their mistakes, respond professionally, and take steps to improve. Engaging with unhappy customers can turn a negative experience into a positive one, both for the reviewer and potential future customers.

Managing Google Business Profile reviews is an ongoing process that requires effort but pays off significantly. Actively requesting, responding to, and analyzing reviews can boost your business’s online presence and credibility.

Google Business Profile (GBP) spam is a major concern for local businesses trying to maintain fair visibility in search results. Spammy tactics often manipulate rankings unfairly, making it difficult for legitimate businesses to compete. In this guide, we’ll explore common types of GBP spam, how to identify them, and what actions you can take to combat them effectively.

Understanding GBP Spam

Spam in Google Business Profiles typically involves unethical practices aimed at gaining an unfair ranking advantage. Google has clear guidelines on eligible businesses for GBP, and understanding these rules is the first step in identifying potential spam.

While Google should ideally take more action to prevent spam, business owners and marketers can also play a role in reporting and mitigating these issues, especially when spam listings impact their rankings and visibility.

Common Types of GBP Spam

Here are four common types of spam that you might encounter:

1. Keyword Stuffing in Business Names
2. Ineligible Businesses Listed on Google Maps
3. Multiple Listings for the Same Business
4. Fake Locations

1. Keyword Stuffing in Business Names

Keyword stuffing occurs when businesses add extra words to their names to manipulate rankings. These words often include services, attributes, or geographic locations. To identify keyword stuffing:

1. Check if the business name on Google matches its signage in Street View.
2. Verify registration details (e.g., Companies House in the UK or Secretary of State website in the US).
3. Call the business anonymously and note how they answer. Legitimate businesses usually state their full business name.
4. Compare the name on Google with what’s listed on their website.

2. Ineligible Businesses on Google Maps

Businesses that operate without a physical location or do not serve customers at a specific address may not be eligible for a Google Business Profile. You can:

1. Take photos of the location as evidence.
2. Check Google’s guidelines on ineligible businesses.

3. Multiple Listings for the Same Business

Some businesses create multiple GBP listings to dominate search results. This is common in service-based industries where businesses use employees’ addresses. If you suspect duplicate listings:

1. Search the address on Google Maps to see if other listings use the same location.
2. Check if the address belongs to a UPS store, co-working space, or mail service.
3. Call the business and ask for directions.
4. Compare the address on Google with the one on their website.

4. Fake Locations

Fake locations mislead customers and violate Google’s policies. To investigate:

1. Use Street View to confirm the business exists at the address.
2. Conduct a Google search for the address.
3. Visit the location if possible and take photos.
4. Call and request directions to their office.

Combatting Spam: Reporting Options

If you identify GBP spam, you can report it using two main methods:

1. Suggest an Edit
2. Redressal Form

1. Suggest an Edit

You can report spam directly on Google Maps:

1. Find the listing and click Suggest an edit.
2. Select Change name or other details for keyword stuffing.
3. Choose Remove this place if the business does not exist.
4. Track your contributions under the Google Maps Contributions Tab to check status.

2. Redressal Form

If your edits aren’t accepted, use Google’s Redressal Form:

• Access the form.
• Provide clear evidence and explanations.
• Follow Google’s guidelines for fraudulent listings.

Fighting GBP spam takes effort, but it can significantly impact your business’s visibility. By monitoring competitors and reporting violations, you can ensure fairer rankings and improve your own chances in local search results.

If you’re investing time and effort into optimising a Google Business Profile (GBP) for your business or a client, tracking success is essential. But how do you measure whether your hard work is paying off? Let’s explore key metrics that indicate GBP performance.

Key Metrics to Measure GBP Success

1. Rankings and Visibility

One way to track GBP success is by monitoring rankings, particularly using geo-grid ranking tools like BrightLocal’s Local Search Grid. These tools provide a heatmap showing visibility across different geographic locations based on user search terms.

• Tracking Visibility Over Time: Geo-grid tools allow businesses to monitor ranking changes. If visibility improves, your optimization efforts are working. If rankings suddenly drop, it signals a need for immediate action.
• Red Flags: If a once-green map turns red, it’s time to investigate and address potential issues.

However, ranking alone doesn’t pay the bills—what truly matters is how GBP drives actual business actions.

2. Customer Actions

Rather than obsessing over rankings, focus on business-impacting actions such as:

1. Phone Calls
2. Emails
3. Chat Messages
4. Form Fills
5. Online Bookings
6. Direction Requests

These actions indicate that users are engaging with your profile and moving toward conversions.

3. Reviews and Reputation

A strong GBP isn’t just about visibility—it also influences credibility. Key review metrics include:

1. Number of Reviews
2. Average Star Rating
3. Review Frequency and Trends

Higher ratings and frequent reviews signal trustworthiness, which can improve conversion rates.

Data Sources for GBP Performance

1. Google Business Profile Performance Insights

Google provides GBP Performance Insights, which track key actions such as:

1. Clicks to your website
2. Calls made via the GBP listing
3. Messages sent via GBP
4. Bookings made directly through GBP

2. Google Analytics for Website Traffic and Conversions

To track website interactions originating from GBP, use Google Analytics with UTM-tagged links. This allows you to measure actions such as:

1. Click-to-call
2. Click-to-email
3. Newsletter sign-ups
4. Engagement with website chat features
5. Bookings and sales

3. Google Looker Studio (formerly Google Data Studio)

If you want a visual representation of your data, tools like Google Looker Studio can help. You can integrate GBP Performance data and Google Analytics to track conversions and business actions.

• Jepto offers a free GBP integration with Looker Studio, providing ready-made dashboards for reviews and insights.
• DashThis is another reporting tool that consolidates data from GBP, Google Analytics, Google Ads, Facebook Ads, Mailchimp, and other marketing sources.

There are countless metrics you can track, but the most important ones are those that demonstrate GBP’s impact on business growth. Focus on tracking real customer interactions that contribute to conversions.

In this final topic, we will walk through the essential areas of Google Business Profile (GBP) maintenance. Having a GBP is not a “set it and forget it” task. After putting in the effort to optimize your listing, you must ensure it continues to perform effectively.

Regular Monitoring and Edits

Since anyone can suggest edits to a Google Business Profile, it’s crucial to monitor your listing frequently. There have been cases where phone numbers or URLs were changed to a competitor’s details. Additionally, Google may update your listing based on information from various sources, so you must verify these updates regularly.

Managing and Responding to Reviews

Monitoring and responding to reviews should be a daily or weekly task, rather than a monthly or quarterly one. Assigning one or two people to handle this responsibility ensures consistency.

Also, keep an eye on featured reviews that appear across Maps and desktop. While you can’t directly control which reviews get featured, responding promptly and managing customer sentiment can enhance your reputation.

Monitoring Q&A Section

Your GBP Q&A section can serve as a valuable lead-generation tool—but only if you manage it effectively. Ensure that your business provides the top answer rather than allowing incorrect third-party responses to take precedence.

The Q&A tab can be accessed through the SERP editing experience. Regularly check that your business-written answers appear prominently and provide clear, helpful responses.

Managing Photos and Videos

Updating your business photos and videos regularly helps maintain a positive first impression. Additionally, user-uploaded images can appear in your listing, sometimes even becoming the primary photo. This might not always be ideal, so monitor and manage these images carefully.

To check the latest customer-uploaded images:

1. Navigate to the most recent images section.
2. If an image violates Google’s content policies, click the flag icon and submit a report.
3. Maintain a tracking spreadsheet with the report date, image URL, and reason for removal to follow up on flagged content.

Utilising Google Business Profile Posts

GBP posts allow businesses to share updates, promotions, and events. These posts typically include an image or video, text, and a link. Testing different formats and content types can help determine what works best for your audience.

Offer posts tend to drive the most traffic and conversions. Keeping at least two active offer posts at any time can enhance visibility on mobile, Maps, and Search.

For easy scheduling, use tools like Postamatic, a Chrome plugin that allows you to automate GBP post publishing. Postamatic also adds UTM tagging to track website traffic generated by GBP posts via Google Analytics.

Creating a GBP Maintenance Schedule

GBP monitoring doesn’t have to be time-consuming, but it’s vital to keep information accurate and up to date. To streamline the process, use this Google Business Profile maintenance spreadsheet:

1. Make a copy and customize it for your business.
2. Add regular tasks such as reviewing edits, responding to reviews and Q&As, updating images, and posting content.

Staying Updated on GBP Trends

To maximize your GBP’s potential, stay informed about new features, updates, and consumer trends. Here are some top resources:

• Think With Google: Provides insights into consumer behavior and digital trends.
• Google Community Tab: Features updates from Google’s community managers.
• BrightLocal’s X (Twitter) List & Contributors: Stay up to date with the latest local SEO insights.
• Sterling Sky: A leading industry source for GBP updates and strategies.
• Google Business Profile Learning Hub: A comprehensive resource for mastering GBP management.

 Stay Consistent, Stay Engaged, and Success will Follow!