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Boosting Your Contractor Google Business Profile
For contractors aiming to increase their visibility and reputation on Google, leveraging the Google Business Profile platform (formerly Google My Business) is an essential part of your local SEO strategy. This article is tailored to guide contracting business owners on how to make the most of their Google Business profile.
With our 6 practical tips on optimizing reviews, posting updates, and improving your overall online presence, you'll soon be a Google Business Profile professional!
These tips are designed specifically for contractors in the home and commercial services sectors such as Roofers, HVAC companies, Painters, Cleaners, Plumbers, Moving companies, Electricians, Bathroom remodelers, Kitchen remodelers, Demolition companies, Pest Control companies and Locksmiths.
However, the principles of these tips will work for nearly any kind of business.
So, with no further ado, let's dive in!
Tip 1. Get More Google Reviews and Respond With Keywords
The Power of Reviews:
The first and foremost tip is focusing on accumulating more Google reviews. Whether it's from past clients or new ones, every rating and review counts. More online reviews not only boost your business's credibility but also improve its rank in search results.
Strategic Responses:
Responding to these reviews is equally important. But don’t just thank your customers; include keywords in your replies. For instance, if you specialize in commercial painting in Melbourne, respond with, “Thank you for choosing us as your commercial painters in Melbourne.” This keyword-rich response can enhance your visibility.
Responding to Negative Reviews:
You may consider poor customer reviews as a negative to your Google search ranking. Our experience leads us to believe that responding to negative feedback in a positive and constructive manner can aid in a few of ways:
- Firstly, it gives you an opportunity to show prospective customers your credibility and professionalism when responding.
- Secondly, Google can see that you have taken the time to actively respond to your customer base, which is a positive for Google.
- Thirdly, it gives you an opportunity to reflect on your customer service and improve.
Tip 2. Regularly Update Your Company GBP With Posts
Posting Made Easy:
Your Google Business Profile allows users to post updates about the jobs they’ve undertaken, or even news, events and promotions within your business. Logging into your profile, you'll find an option to “add an update”. Use this feature to share about recent projects.
Crafting The Perfect Update:
When posting an update, make sure to:
- Title it aptly: Mention what the job entailed and its location. For a more local feel, include the postcode. For instance, “Warehouse Paint Job in Melbourne 3000.”
- Add Descriptive Content: Describe the project briefly. If it's a painting job, specify if it was an exterior or interior job, or if it involved restoration.
- Include High-Quality Photos: Images capture attention and provide proof of your craftsmanship. While before-and-after photos can be impactful, if you decide to use only one type, focus on the 'after' photos showcasing the final result. If you choose to use 'before' images, label them clearly to avoid confusion.
- Use Call-to-Action Buttons: GBP allows you to add buttons for direct actions. Using a "Call Now" button can encourage potential clients to reach out to you immediately.
Boosting your Google Business Profile is an ongoing effort. Regularly update your GMB, actively seek reviews, and ensure your replies are keyword-rich. Over time, these efforts compound, enhancing your visibility and credibility in the eyes of potential clients.
Tip 3. Keep Your Business Listing Information Up To Date
A majority of your potential clients will first interact with your business online, often through platforms like your Google Business Profile. Ensuring that every bit of information they encounter is accurate and up-to-date is essential. Here's why you should regularly update your business information and how it benefits you:
Elements To Keep Updated:
- Business Name: The cornerstone of your brand identity. Ensure it's consistent across all platforms.
- Business Category: You're not limited to one; if your business serves multiple functions, make sure all are listed. For instance, if you're a restaurant that also offers catering, include both categories.
- Detailed Business Description: This is your opportunity to convey your business's mission, values, and the services/products you offer. Be clear and compelling.
- Opening Date: A testament to your business's longevity and experience in the industry.
- Contact Information: While Google might independently update this, always double-check for accuracy. It's how customers will reach out to you.
- Business Location: Ensure your physical address is precise to help clients find your location with ease.
- Service Area: If you provide services in areas other than your physical location, list them. This is particularly crucial for businesses that offer deliveries or on-site services.
- Opening Hours: Make sure these are current. Incorrect hours can lead to disappointed customers.
- Accessibility Information: If your business premises have facilities for people with disabilities, make sure to mention it. It's a sign of inclusivity and helps you cater to a broader audience.
Why It's Important to Keep Google Business Profiles Updated:
Build Trust with Potential Customers:
Accurate information conveys professionalism. It assures customers that you are attentive to details and can be trusted.
Enhance User Experience:
When customers can find all the information they need without any confusion or discrepancies, their overall interaction with your business becomes seamless and pleasant.
Boosts Your SEO:
Search engines prioritize businesses with complete and regularly updated profiles. This can result in better visibility and higher rankings in search results.
Avoids Potential Losses:
Outdated information can lead to missed business opportunities. For instance, if your opening hours are wrong, a customer might visit when you're closed, resulting in lost sales.
Encourages Engagement:
When customers find accurate and detailed information, they are more likely to engage with your business, be it through inquiries, bookings, or purchases.
Keeping your business information updated isn't just a task to tick off the list. It's an ongoing commitment to your potential and current customers, ensuring they always have the right information at their fingertips. By doing so, you're setting your business up for success.
Tip 4. Editing Your Services: The Little Known Strategy
One of the often-overlooked features of the Google Business Profile, is the "Services" section. But while it might seem trivial to some, this section holds significant weight from an SEO perspective and can be a game-changer for your online visibility.
Why Editing Your Services Matters for SEO:
Depth of Information:
Search engines prioritize content-rich profiles. By detailing every service you offer, you provide a depth of information that search engines love, potentially giving you an edge over competitors with less detailed profiles.
Keyword Optimization:
Each service you list becomes one of many potential relevant keywords that can help your business appear in relevant search results. Think about it: if someone searches for a specific service you offer and it's listed on your profile, you've just increased your chances of being found.
Broader Appeal:
Every service you list broadens the range of potential clients who might find your business relevant to their needs. This could increase the volume of your online inquiries, leads, and conversions.
Making the Most Out of Your Services Section:
Be Comprehensive: Go Beyond the Primary Category
Don't just stop at broad service categories. Go into the nitty-gritty. For example, instead of just listing "plumbing," break it down into "pipe repairs," "drain unclogging," "faucet installation," and so forth.
Think Like Your Customer:
List services using terms your customers might use. Avoid industry jargon that the average person might not search for.
Regularly Update:
As your business evolves, so might the services you offer. Regularly revisit and update this section to ensure it remains an accurate reflection of your offerings.
Use Descriptions:
If the platform allows, add short descriptions to each service. This not only provides clarity but also adds more content for search engines to index.
The Services section isn't just a list; it's an SEO tool waiting to be maximized. By being meticulous and comprehensive in detailing every service you offer, you not only inform potential clients but also boost your online visibility, making it easier for clients to find you and understand the full spectrum of what you offer. So, the next time you're editing your business profile, give the Services section the attention it rightly deserves.
Tip 5. Integrating and Updating Social Media Profiles on Your Google Business Profile
Social media platforms are now an integral part of many businesses' digital strategies. While these platforms serve as independent channels to engage with your audience, they also play a pivotal role when integrated with your Google Business Profile (GBP). Here’s why and how you should keep your social media links updated on your GBP:
The Significance of Social Media Integration:
Enhanced Credibility:
When visitors see that your business is active on various social media platforms, it instantly boosts your brand's credibility. It suggests transparency, openness to engagement, and a contemporary approach to business.
Diverse Touchpoints:
Different customers prefer different platforms. By providing multiple touchpoints, you ensure that your audience can interact with your brand in a manner they're most comfortable with.
Boost in SEO:
Google’s algorithm is known to consider social signals as one of the many ranking factors. While the direct impact might be debatable, there's no harm in aligning every possible advantage in your favor.
Keeping Social Media Profiles Updated:
Audit Regularly:
Periodically check to ensure that all your social media links on GBP are functional and lead to active accounts. Broken links or links to dormant profiles can harm your brand image.
Be Comprehensive:
Include all your business's active social media profiles, be it Facebook, Instagram, Twitter, LinkedIn, Pinterest, or any other platform relevant to your industry.
Stay Consistent:
Ensure your branding is consistent across all platforms. This includes logos, business descriptions, cover photos, and the content you post. Consistency helps in reinforcing brand identity.
Promote Reviews and Feedback:
Encourage satisfied customers to leave positive reviews not just on Google but also on your social media pages. Highlighting testimonials and reviews on platforms like Facebook can indirectly boost your GBP's credibility.
Engage and Update:
An updated social media link is of no value if the profile itself is dormant. Regularly post updates, engage with followers, and run campaigns. An active social media presence reflects positively on your GBP.
Your Google Business Profile and your social media accounts shouldn't function in isolation. Integrating and updating them is a symbiotic strategy, where each boosts the other's effectiveness. By keeping your social media profiles up-to-date on your GBP, you present a unified front, optimize customer engagement, and make the most of your online presence.
Tip 6. Maintain Your Bookings Link: Streamlined Customer Experience
Ease of access and convenience are paramount for potential clients. The "Bookings" section of your online profile serves as a direct gateway for clients to take actionable steps. Here's why and how you should ensure this link stays updated:
Importance of an Updated Bookings Link:
Direct Customer Action:
By having an active and relevant bookings link, you're providing a seamless route for interested individuals to become actual clients. Any hiccups or dead-ends in this process can deter potential business.
Professionalism:
A functional booking link reflects a sense of professionalism and attention to detail. On the other hand, a broken or outdated link can erode trust and confidence in your brand.
Efficiency:
An up-to-date booking system can enhance business efficiency, helping in appointment management, resource allocation, and client interactions.
How to Keep the "Bookings" Link Updated:
Regular Audits:
Periodically test the booking link to ensure it's functional and leads to the correct page. An effective way to do this is to schedule monthly checks.
Integration with Website:
Whenever possible, integrate a booking form directly on your website. This not only ensures that the link remains within your control but also increases the time visitors spend on your site, which can be beneficial for SEO.
Third-Party Booking Tools:
If you're using external booking platforms, ensure that the tool remains compatible with your business needs and continues to offer a user-friendly experience. Remember to promptly update your profile if you switch platforms or tools.
Stay Updated with Feedback:
Pay attention to customer feedback. If clients face issues while booking or have suggestions for improvement, address them promptly. This not only ensures an optimized booking process but also demonstrates customer-centricity.
The "Bookings" link is more than just a URL; it's a pivotal touchpoint in the customer journey. By ensuring it remains up-to-date and functional, you're not only optimizing business opportunities but also providing a seamless and professional experience for your clients.
Harnessing the Power of Google Business Profile for Contractors
For contractors, standing out amongst a sea of competitors can be a challenge. Yet, by leveraging your Google Business Profile effectively, you can significantly boost your visibility and credibility. From the strategic use of keywords in your Google reviews to the regular updates of your company's posts, it all contributes to optimizing your online presence.
But remember, optimizing your Google Business Profile is just one aspect of a comprehensive digital marketing strategy. If you're looking to truly elevate your contractor business in the digital arena, Periscope Media has the expertise to guide you. Contact us today for holistic contractor digital marketing solutions, including Google Business Profile optimization, SEO for contractors, Google Ads management and more.
Let us help you improve your online presence and drive the growth your contracting business deserves!
