Business Profile
The Anatomy of a Perfect Profile
When talking about "Business Profiles", people usually just refer to the Google Business Profile (GBP). In reality every search engine has a business profile that can be managed. Once you have Google setup, move on to the others.
To win the Local 3-Pack (the top three spots on the map), a profile must be more than complete - it must be optimized.
- Business Name: Use the real-world name. Avoid "keyword stuffing" as search engines increasingly suspending profiles for this.
- Primary Category: This is the #1 ranking factor. Choose the most specific category that fits (e.g., "Italian Restaurant" instead of just "Restaurant").
- Service Area vs. Physical Address: You can hide your address if you are a "Service Area Business" (like a locksmith) who travels to customers.
- Attributes: Tag your business with helpful labels like "Women-led," "Veteran Owned," "Wheelchair accessible," or "Free Wi-Fi."
The "Big 3" Features
A. Posts (Your Digital Billboard)
- Best Practice: Post at least once a week. Use these for limited-time offers, new blog links, or "Project Spotlights."
- Copywriter Tip: Use high-conversion buttons like "Book," "Order Online," or "Call Now."
B. Q&A Section (Pre-emptive Customer Service)
- Pro Tip: You are allowed to seed your own Q&A. Ask and answer the top 5 questions your customers usually have. This acts as a functional FAQ that Google’s AI uses to pull "snippets" for searchers.
C. Booking & Messaging
- Integration: Link your booking software (like Vagaro or SimplyBook.Me) directly to the "Book" button.
- Messaging: Turn on the "Chat" feature. If you don't respond within 24 hours, Google may turn the feature off for you.
The Power of User-Generated Content
- Reviews with Keywords: When customers use specific service names in their reviews (e.g., "Best landscaper in Geauga"), it helps you rank for those specific keywords.
- Customer Photos: Profiles with high-quality, customer-uploaded photos receive 35% more clicks than those without. Encourage people to snap a photo of their meal or the finished renovation.
Why Small Businesses Fail
Most owners set it up and forget it. As a copywriter/SEO expert, you can fix these "silent killers":
- Duplicate Listings: Having two profiles for one business confuses search engines and splits your ranking power.
- Inconsistent NAP: Your Name, Address, and Phone number must match exactly across the web (Facebook, Yelp, and your website).
- Ignoring Negative Reviews: An unanswered 1-star review is a billboard for bad service. A professional response can save the sale.