Top 10 Google Business Profile Factors That Can Boost Conversions

Conscious Commerce • May 20, 2021

Have you ever craved Mexican food one afternoon and searched on Google for restaurants near you? If so, you’ve likely seen a Google Business Profile (GBP) listing before. 


You know—the panel unique to each business that displays pictures, location, directions, operating hours, reviews, contact information, and so much more.


As a Calgary digital marketing agency, Conscious Commerce Corporation has always recommended local businesses learn how to create and optimize their Google Business Profile panels. Online searches account for a significant portion of new clients for most small-to-medium-sized companies, and Google leads the charge diverting the most traffic to your front door.


So what does a professional SEO service provider recommend for optimizing your GBP listing? How can you make it stand out, and what can you do to make it perform better? 


No matter what type of business you run, you’ll want to know these 10 GBP ranking factors if you want to increase your conversion rates.


A person is holding a cell phone with a map on it.

1. Google Ratings and Reviews

It’s no secret that customer reviews are highly valued in the online space because they heavily drive conversions. Who helps promote your products and services better than your own clients, after all? 


You might have noticed that GBP listings have their own section for reviews and up to a 5-star rating, so you might ask yourself, “How do I handle Google reviews for my business?”


New customers obviously look for good ratings (4 or 5 stars) and positive sentiment in the written reviews. Look at what your previous clients are saying in the reviews and find ways to address their concerns.


Another factor to consider is the total number of local reviews you receive. The more often new feedback is posted to your GBP, the higher Google ranks your business, as frequency is an indicator of popularity.


There’s a reason why so many businesses insist on asking clients for reviews after a transaction. Don’t be afraid to ask your customers directly to leave reviews and even mention specific services or goods they bought. Getting relevant keywords into your feedback section is never a bad thing. Learn more about the benefits of GBP reviews


2. Responses To Customer Reviews

You may have also noticed that business owners themselves have an option to respond to individual customer feedback on GBP reviews. 


Even if the feedback is negative, always respond as often as possible to each review, as it shows that you are taking time to respond to customer needs, that you are still active as a business, and that you care about the experience you provide. Doing this helps boost your online credibility with Google and can improve your online conversions.


Responding to positive reviews with messages of thanks is especially helpful; it allows you to repeat the positive attributes mentioned and gain more stars in your rating. Overall, responding to feedback as a business in a positive manner shows off your professionalism and responsiveness, traits potential customers love to see. Learn more about GBP review management best practices


3. Proximity of the Business Address to the Point of Search

Google always tries to give you results relevant to your current location. If you search for a coffee shop, it makes sense that you mean one that’s within walking or driving distance to your home.


Even if the searcher does not specify the location in the query, Google will still use all the information it has available to provide local results. In some instances, it may even take the mode of transportation into account. If you’re searching through an Android smartphone, GBP will decide whether you are walking or driving based on your route and speed and recommend results accordingly.


Business owners really do not have much control over this aspect of GBP optimization. You can’t physically move your business, but you can ensure that its location is clear throughout the listing. Ensure that the name of your city is among the keywords.


4. Search Relevancy

Google examines the keywords and phrases in a search query to determine the user search intent, and how well your company listing matches that search intent matters. That’s why you should optimize your GBP listing towards your target audience. 


Think about things like: what would prospective buyers in your market search for on Google?


Location relevancy is an important factor. Use keywords strategically to ensure each physical location of your company is accounted for. Target not only the city but also the specific service or product keywords that will encourage local clients to find your offerings. Take a look at some impressive numbers from some of our clients.


5. Landing Page Optimization

Any SEO expert will tell you that organic search ranking matters the most. If your main website does not rank well, then your GBP panel won’t do too well either. 


Generating useful content for your GBP landing page is just as useful, as Google must crawl the page and determine whether it’s relevant to the interests of your target audience.


So, where should the GBP listing link to?


  • If you have only a single physical location, we recommend linking to the homepage.
  • If you have a few locations (say 3), list all the cities in the title tag of your business homepage and create location links on the homepage to ensure your website’s authority benefits each specific location.
  • If you have even more locations, you can’t just fit them all into a title tag. It’s recommended that you either link to your homepage or to a landing page that allows users to select the right city.

6. Google Business Profile Post Frequency

Did you know that Google Business Profile lets you make small news posts like a blog? Post here regularly, at least once a week, for best results. Talk about the services you offer, any special promotions currently happening, the launch of new products or features, or anything else that could be interesting to prospective buyers.


More GBP posts mean more searchers are likely to find a specific product or service in your inventory. They also demonstrate that your business is still active, and Google ranks the GBP listing proportionally to the number of posts you make.


7. GBP Messaging

Another feature of Google Business Profile is the integrated messaging service, accessible by the business owner through the GBP app or desktop dashboard. Any customer who sends a message through it activates a notification on your end so that you can answer as quickly as possible.


On the customer’s end, the GBP listing likely includes a “request a quote” button. Messages are sent from the Google Maps app on a phone or through desktop browsing.


GBP Messaging is designed to allow companies and clients to communicate instantly, and it’s an excellent way to drive leads and conversions. Enable this feature to gain direct leads.


8. GBP Booking

Another feature to enable is GBP booking, which allows users to book an appointment with your organization right from Google. This convenience is valuable for minimizing friction in the transaction.


Chances are that you will be reserving through one of Google’s third-party partners. Check out Google’s official integrations page for a list of these partners.

9. The Q&A Section

Get yourself a comprehensive Question & Answer section for Google Business Profile, as surprisingly few owners are taking advantage of this feature. It’s a space where users can ask companies questions about their products, services, or organization. Often, you’ll find some owners add their own questions to form what’s essentially an FAQ.


These questions should be specific to what you’re selling. Some examples are:

  • What specific products and services you offer
  • How your products work
  • What the return policy is
  • Whether there is parking nearby


Preemptively adding questions and answers like these will ensure most people will already know what they need to know regarding your services. Add your own questions by going to the front end of the knowledge panel, asking the question, and answering it yourself. Don’t forget to up-vote your favorite questions to bring them up to the top.

10. Completeness of the GBP Listing

Everything we’ve talked about contributes to one facet of Google Business Profile optimization: completeness. The more you enhance the listing, the more content it has, and the more likely you are to convert prospective buyers.


Searchers will appreciate having more content to look through regarding your firm, as it gives them more areas to understand your business. Include elements like:

  • Descriptions
  • Photographs
  • Products
  • Reviews
  • Contact information
  • Opening hours (including special hours, holiday hours, and seasonal hours)


Another reason to do so is the “related to your search” panel that occasionally pops up in search results. Google may trigger this panel if your GBP page has enough related content. Ensure that the information from your Google Q&A section, reviews, and posts reflect what you do.

Looking to Attract More GBP Reviews? Work With Our Team of SEO Experts

It’s no secret that Google Business Profile can produce exceptional marketing value for your business. GBP's user-friendly approach makes it easy for customers to discover your business, the products and services you offer, and any relevant information they may need.


Are you looking to create a Gbp listing optimized for best practices? Get in touch with Conscious Commerce Corporation today to get started.


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A man is taking a video with a camera.

Google Business Profile Guides - Video Verification Requirements

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Google Business Profile Guides - Add or claim your Business Profile

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Google Business Profile Guides - Removing Duplicate Profiles

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