Have you ever heard of the Google Local Map Pack? It is those top three map results that appear on a local search page. It’s also the holy grail of digital marketing. The engine that drives map placement is your Google Business Profile (GBP).
Businesses across Southern California have claimed their profiles. That’s good. Here is the problem: few have actually optimized them. Most businesses treat their profiles as static online phone book entries. That means they are missing out on high-intent local traffic.
Pixsan has a different take. As a San Diego agency that specializes in local SEO (pixsansolutions.com/services/local-search-engine-optimization), Pixsan insists that an organization’s GBP should be an active, conversion-focused storefront. A profile must be constantly optimized for that to happen.
GBPs Matter More Than Ever
The GBP was little more than a novelty when it first came out. That is no longer the case. GBPs matter more than ever before.
Imagine a San Diego consumer looking for a dentist in Hillcrest or an electrician near Carlsbad. Google will list Map Pack results above standard organic links. Here is what its search algorithms evaluate for placement purposes:
- Relevance – How closely do a profile’s details match what the searcher is looking for?
- Distance – How close to the searcher is the business’s verified location or service area?
- Prominence – How active is the business? Does it appear to be trusted and well reviewed online?
Distance is obviously fixed, but relevance and prominence are entirely within a business owner’s control. Both can be improved through proper profile optimization.
Optimization Steps for San Diego Businesses
Any San Diego business owner can optimize a GBP. The basic steps are pretty easy to understand and implement. Here they are, according to Pixsan:
1. Standardized Core Business Details
Consistency in core business details builds trust. Business owners should ensure that name, address, and phone number (NAP) data contained in a GBP match the information found on the company website and any official business listings. The data should match word-for-word. Business owners also should avoid keyword stuffing their business names. It violates Google’s policies.
2. Optimize Categories and Service Lists
GBPs utilize categories to help determine the types of searches a business qualifies for. Therefore, it’s important to choose the right primary and secondary categories. A primary category would be something like ‘HVAC contractor’. A secondary category would be something like ‘AC repair’. In addition to choosing the right categories, business owners should be sure to fill out the Custom Services section completely. Google references this section against services listed in search queries.
3. Maintain High Visual Activity
Highly active GBPs consistently outperform those that remain static for long periods. A business owner can maintain high visual activity by:
- Posting authentic photos of job sites, teams working, etc., across San Diego.
- Showing before-and-after project results or views of store entrances and local landmarks.
- Uploading fresh, job- or business-related photos every few weeks.
One thing business owners should not do is rely on stock images. They are easily tracked by Google algorithms. Google wants fresh photos, not the same photos used by everyone else.
4. Create a Sustainable Review Strategy
Finally, business owners should establish a sustainable review strategy that prioritizes recency over volume. They should promptly engage with customers, asking for reviews and testimonials. In addition, encouraging specific feedback is very helpful. All the information supplied by customers can be featured in a GBP.
GBPs are still relevant, especially in geographically diverse regions like San Diego. If you are a small business owner looking to dominate local SEO in the region, give priority to your GBP.
