As a local business owner, capturing the attention of nearby consumers is essential for driving foot traffic, sales, and growth. In today's digital age, your online presence can make or break your ability to get discovered by potential customers in your area. While there are many factors that go into local marketing, one of the most powerful tools is your Google Business Profile (formerly Google My Business).
 
This free listing allows you to manage how your business appears across Google Search and Maps. An optimized profile makes it easier for people to find your hours, offerings, contact information, and more with just a quick search. It also opens up opportunities to build credibility, showcase your brand, and encourage visitors through compelling visuals and a steady stream of fresh content.
 
Here are five key areas to focus on when optimizing your Google Business Profile for local market dominance:
 
1. Complete All Listing Details
Ensure your profile is fully complete with an accurate business name, address, website, hours, categories, and other pertinent details. This makes it easy for customers to access the most important information about your business. Don't forget to include a clear business description highlighting what makes you unique. (Pro Tip: This description should include the keywords that a prospect would use to find you on Google.)
 
2. Maintain Consistent &  Positive Reviews 
In today's feedback economy, reviews are everything. They serve as a virtual word-of-mouth that shapes opinions and drives purchase decisions for local consumers researching on Google. Maintain a steady stream of new 5-star reviews by delivering amazing service and gently encouraging happy customers to leave feedback. Respond professionally to all reviews, addressing concerns raised in negative ones. (Pro Tip: You can’t collect reviews on Google without a Google Business Page)
 
3. Share Free Marketing Content Regularly
Google's algorithm favors active, engaging business listings. Take advantage of the posting functionality to share your latest deals, events, blogs, and other fresh content. This keeps your profile top-of-mind for local searchers and provides value that keeps them coming back. Google also like when you create content for your GBP – it keeps the searcher longer on Google, which gives them the opportunity to advertise to them. (Pro Tip: Develop content that is not just important to your prospects, but it makes Google happy, which will help you rank better in search results!)
 
4. Optimize With Visual Content
Photos and videos make your listing more visually appealing and informative. In addition to your cover photo and logo, utilize Google's photo albums to spotlight your products, space, team members, and amenities. A short video can give an inside look at your location and offerings. High-quality visuals increase engagement and click-throughs. (see Pro Tip above!)
 
5. Customize With Relevant Company Attributes
Take advantage of Google's attribute categories to highlight your offerings and amenities - from meal options and parking to whether you offer appointments or online classes. Make use of advanced features that allow customers to message you directly or book services through your listing. These thoughtful additions create a frictionless experience for consumers. (Pro Tip: You want to give your prospects as many ways as possible to reach you!)
 
Again, regarding your online reputation, the power of reviews for local businesses cannot be overstated. A stellar collection of 5-star ratings lends instant credibility and trust, serving as an influential form of word-of-mouth marketing. Google knows reviews are critically important to consumers, so listings with more reviews and higher ratings get prioritized in local search results. (Pro Tip: Amazon has taught all of us to read reviews, and local services are no different!)
 
Reviews also provide valuable feedback about areas where you're excelling and where there's room for improvement. Each negative review presents an opportunity to deliver exceptional customer service by responding promptly, addressing the issue, and making things right. Over time, consistently treating customers well leads to more 5-star reviews.  (Pro Tip: You should have a process or utilize a service to not only drive more 5-star reviews, but to potentially intercept negative reviews.  Latest data shows that it takes 40 positive customer experiences to wash away the harm of just 1 negative review!*)
 
With search being the first stop for most consumers today, investing time into fully optimizing your Google Business Profile is essential for local marketing success. A thorough, engaging listing combined with a steady influx of positive reviews increases visibility, foot traffic, and revenue for local businesses. Maximize this free and powerful tool to gain an edge over competitors while better serving your community.
If you have questions regarding optimizing your GBP or driving 5-star reviews, please reach out!
 
About Mike Gross:
Mike's journey in the field of marketing and sales leadership spans over 30 years.
Outplay Marketing, under Mike's leadership, has quickly gained recognition for its success. In 2024, Mike was awarded Local Business Person of the Year for Land O Lakes, and Outplay Marketing has been nominated for Best of Florida.

The agency offers a range of services, leveraging Mike's extensive background, such as strategic marketing planning, Google Business Page optimization, review and reputation management, website design and management, local reach SEO strategies, and Google and Facebook advertising. With a focus on small and medium-sized businesses, Outplay Marketing tailors its solutions to meet the unique challenges and opportunities that these local business’ face.
Learn more about Outplay Marketing at www.outplaymarketing.com
 
* Inc Magazine, Feb. 2018