Maximizing Your Google Business Profile: Insights from Local Expert Nicki Witek

An Interview with Nicki Witek from Wellspring Business Solutions

For small business owners today, online visibility is crucial. Alexander Ramsey from Layerly recently sat down with Nicki Witek, the owner of Wellspring Business Solutions, to discuss the importance of Google Business Profiles for local businesses, how to set them up and the benefits they offer.

Nicki Witek has been leading Wellspring Business Solutions for the past eight years, specializing in digital marketing with a strong focus on local marketing strategies. Her expertise spans local SEO, paid advertising, and Google Business Profile management and optimization. Backed by a team of experts, Nicki’s mission is to enhance the visibility of local businesses and drive their success through comprehensive digital marketing solutions.

Understanding Google Business Profiles

A Google Business Profile is a free resource designed by Google to increase the visibility of local businesses. When you search on Google, the top results are sponsored ads, followed by the Google Map Pack, which includes your Google Business Profile, and then organic SEO rankings. Your GBP is like a mini-website that provides a snapshot of what your business does, your services, and reviews. It’s a crucial tool for local visibility.

Nicki emphasizes the importance of claiming and verifying your GBP. “Google often creates unclaimed profiles based on information found online, but these need to be claimed by the business owner to ensure accuracy and take full advantage of the features available,” she explained. Verification is a crucial step, as it allows the business owner to manage and update the profile, ensuring that all information is current and correct.

Creating and maintaining a Google Business Profile involves several steps and ongoing efforts. Initially, a business owner must verify their ownership through a process that might include receiving a postcard with a verification code, phone verification, or email verification. This step is essential to prevent fraudulent listings and ensure that the person managing the profile has the authority to do so.

Once the profile is verified, it’s important to keep it updated with accurate and detailed information. This includes the business name, address, phone number, website URL, hours of operation, and business category. Providing as much information as possible helps potential customers make informed decisions and enhances the business’s credibility.

Eligibility for Google Business Profiles

Not every business can create a GBP. The service is specifically designed for businesses that serve a local audience and have a physical presence. This includes brick-and-mortar stores, service-based businesses, and even home-based businesses with a service area. However, e-commerce businesses or those serving a national or global audience are not eligible. Google has stringent verification processes to prevent misuse, such as legal business documentation and even signage during video verification.

Nicki points out that service area businesses need to be careful when setting up their profiles. Instead of listing a physical address, which could lead to suspension, they should specify their service areas. This approach aligns with Google’s goal of enhancing local visibility and ensures compliance with their terms of service. “Home-based businesses can create a profile by listing their service area instead of their physical address,” Nicki advises.

For businesses with multiple locations, each location can have its own Google Business Profile. This is particularly beneficial for franchises or companies with several branches, as it allows each location to appear in local search results, increasing the overall visibility of the brand.

Benefits of Google Business Profiles

The primary benefit of a GBP is increased visibility in local searches. When potential customers search for services or products that you offer, a well-optimized profile can ensure that your business appears prominently in search results. This visibility is crucial for capturing a warm audience—people who already know they need your services and are looking for a local provider.

Nicki explains that having an optimized GBP can make a significant difference in attracting customers. “If your profile is incomplete or poorly managed, you risk losing potential business to competitors who have taken the time to optimize their profiles,” she said. An optimized GBP, combined with on-page SEO strategies, can boost your search rankings and enhance your online presence.

Beyond visibility, a GBP provides several other benefits. It allows businesses to showcase their products and services, highlight customer reviews, and post updates about special offers or events. These features make it easier for potential customers to engage with the business and stay informed about new developments.

Moreover, a well-managed GBP can improve a business’s reputation. Positive reviews and ratings can enhance credibility and build trust with potential customers. Responding to reviews, whether positive or negative, shows that the business values customer feedback and is committed to providing excellent service.

Key Elements of a Google Business Profile

Several key elements contribute to the effectiveness of a GBP:

1. Business Name: Ensure your business name is accurate and matches your legal documentation. Avoid keyword stuffing, as this can lead to suspension.

2. Address and Hours: Accurate location and hours of operation are crucial. Regularly update this information to reflect any changes.

3. Business Description: Use this section to provide a detailed description of your business, optimized with relevant keywords. This helps improve your search ranking.

4. Social Media Links: Google now allows businesses to link their social media profiles, enhancing their online presence.

5. Updates, Offers, and Events: Regularly post updates, special offers, and events. While there is debate about their impact on rankings, Nicki has seen significant traffic increases from regular updates.

6. Reviews: Encourage satisfied customers to leave reviews, as these are a GBP ranking factor. Responding to reviews shows engagement and can positively influence potential customers.

The business description is a particularly important element. It should be well-written and keyword-optimized to improve visibility in search results. This section allows businesses to highlight their unique selling points, describe their services in detail, and convey their brand personality. Including relevant keywords helps Google understand what the business offers and match it with relevant search queries.

Utilizing Keywords

Keywords play a vital role in the effectiveness of a GBP. Use a mix of industry-specific and location-based keywords to optimize your profile. Tools like SEMrush can help identify high-performing keywords. Nicki recommends including these keywords in your business description and updates to enhance your profile’s visibility.

Keywords should reflect what potential customers are searching for. For instance, if you run a salon, keywords like “salon near me” or “hair salon in [city]” can help attract local customers. Additionally, reviewing the “People also search for” section on Google can provide insights into relevant search terms.

Including keywords in the business description, posts, and even in responses to reviews can improve the profile’s ranking. It’s also beneficial to use keywords that describe specific services or products offered by the business. For example, a salon might use keywords like “hair coloring,” “bridal makeup,” and “kids’ haircuts” to attract a wider range of customers.

Setting Up Your Google Business Profile

Setting up a GBP involves several steps:

1. Claim and Verify: Start by claiming your profile on Google. Verification may involve receiving a postcard at your business address or undergoing video verification.

2. Choose Relevant Categories: Select categories that accurately describe your business. Nicki suggests listing up to five categories to cover all aspects of your services.

3. Accurate Information: Ensure your business name, address, and hours are accurate. Incorrect information can lead to customer frustration and negatively impact your ranking.

4. Business Description: Write a detailed, keyword-optimized description of your business.

5. Regular Updates: Keep your profile active by posting updates, offers, and events.

6. Map Pin: Regularly check the accuracy of your map pin location. An incorrect pin can mislead customers and affect your local ranking.

When setting up a GBP, it’s important to choose the right categories. These categories help Google understand what your business does and match it with relevant search queries. Nicki advises looking at competitors’ profiles to see which categories they are listed under and considering those for your profile as well.

Once the profile is set up, it’s important to regularly update it with new information and posts. Posting updates about special offers, new products, events, or even blog posts can keep the profile fresh and engaging. These updates also signal to Google that the business is active, which can positively impact its ranking.

Importance of Google Reviews

Google reviews are a critical factor in your GBP’s success. Positive reviews enhance your credibility and can significantly impact your ranking. Nicki stresses the importance of responding to reviews promptly. Whether the feedback is positive or negative, engaging with reviewers shows that you value customer feedback and are committed to improving their experience.

To encourage reviews, generate a short URL for your GBP and share it with customers via email, social media, and other communication channels. Consistent, high-quality reviews can help you outrank competitors and attract more customers.

Nicki highlights that reviews are not only beneficial for ranking but also for building trust with potential customers. “Reviews send signals about customer experiences and their journey with your business. Responding to reviews, whether positive or negative, shows searchers that you are responsive and care about customer feedback,” she explains.

Encouraging satisfied customers to leave reviews can be as simple as asking them in person after a positive interaction or sending a follow-up email with a review request link.

Common Mistakes to Avoid

Common mistakes that can lead to GBP suspension include keyword stuffing in the business name and using stock photos instead of real images (stock images are fine in the ‘Updates’ section). Nicki advises using your actual business name and providing accurate, consistent information across all platforms. Home-based businesses should list service areas rather than physical addresses to comply with Google’s guidelines.

Another common mistake is neglecting to update the profile regularly. An outdated profile with incorrect hours, an old address, or outdated offers can frustrate customers and harm the business’s reputation. Regularly checking and updating the profile ensures that all information is current and accurate.

Businesses should also avoid creating multiple profiles for the same location. This can confuse customers and dilute the effectiveness of the profile. If a business has multiple locations, each location should have its own profile, but there should be no duplicate profiles for the same address.

Tracking and Analytics

UTM tags are valuable tools for tracking the performance of your GBP. These tracking modules can be added to external links on your profile, allowing you to monitor traffic and conversions. Google also provides analytics that show how customers find you, including search terms and call data. This information is essential for optimizing your profile and understanding customer behavior.

Nicki explains that UTM tags help track the effectiveness of specific campaigns and posts. “From an optimization and ranking perspective, adding UTM tracking can be a great way to find out where the volume is coming from. It helps craft your strategy by showing what performs well and what doesn’t,” she says.

Google’s analytics for GBP provide detailed insights into how people are interacting with the profile. This includes how many people viewed the profile, clicked on the website link, requested directions, called the business, and more. These insights can help businesses understand which aspects of their profile are working well and where there might be room for improvement.

Directory Listings

In addition to managing your GBP, consider listing your business in multiple online directories. This improves your overall SEO rank and increases your visibility. Ensure that all information across different platforms is consistent to avoid NAP (Name, Address, Phone number) errors, which can negatively impact your ranking.

Nicki emphasizes the importance of directory listings for off-page SEO. “Directory listings are sometimes underutilized, but they are crucial. The more places you’re listed, the better your site and Google Business Profile perform,” she explains.

Listing your business in directories like Yelp, Yellow Pages, Bing Places, and others not only improves your local SEO but also helps build backlinks to your website. Consistent information across these directories signals to search engines that your business is legitimate and trustworthy.

Leveraging Professional Help

While setting up and managing a Google Business Profile can be done independently, leveraging professional help ensures that your profile is optimized and compliant with Google’s guidelines. Professionals like Nicki Witek offer comprehensive services that include claiming and verifying profiles, optimizing business descriptions, managing updates, and ensuring consistent information across directories. This not only saves time but also avoids common pitfalls that could lead to suspension.

Nicki emphasizes the importance of professional assistance, particularly for new businesses or those unfamiliar with digital marketing. A professional can help navigate the complexities of Google’s verification process, optimize profiles for better visibility, and provide ongoing management to keep the profile active and engaging.

Hiring a professional can also provide peace of mind. Knowing that your profile is being managed by an expert allows you to focus on running your business. Professionals stay updated with the latest changes in Google’s guidelines and algorithms, ensuring that your profile remains compliant and optimized.

Enhancing Your Online Presence

A Google Business Profile is just one aspect of a comprehensive digital marketing strategy. At Layerly, we believe in the synergy between a well-optimized GBP and other online marketing efforts. This includes a user-friendly, SEO-optimized website, active social media profiles, and effective on-page SEO strategies. Together, these elements create a robust online presence that attracts and converts visitors into customers.

Our team at Layerly is dedicated to helping small businesses enhance their online presence. We offer a range of services, from website design and development to SEO and digital marketing. By partnering with us, you can ensure that your online assets are working together to achieve maximum impact.

A holistic approach to digital marketing involves integrating various channels and strategies. For instance, your Google Business Profile can drive traffic to your website, where visitors can learn more about your services, read blog posts, and make purchases. Social media profiles can further engage customers and direct them to your GBP or website.

Final Thoughts

Leveraging a Google Business Profile is a powerful way to boost your small business’s online visibility and attract more local customers. As Nicki Witek from Wellspring Business Solutions explained, this free resource can act as a mini-website, providing potential customers with essential information about your services, products, and reviews. By optimizing your Google Business Profile and staying on top of updates and reviews, you can significantly improve your search rankings and overall online presence.

If you’re looking to optimize your Google Business Profile, we highly recommend partnering with a specialist like Nicki who can guide you through the process and ensure your profile is working effectively for you.

For more information or assistance with your Google Business Profile, you can reach Nicki Witek at Wellspring Business Solutions via email at [email protected] or visit their website at wellspringbusiness.com.