In this Expert Insight Interview, Darren Shaw discusses why businesses need to stop ignoring their Google Business profiles. Darren Shaw is the founder of Whitespark, which takes care of local SEO, search rankings, and search ecosystems
This Expert Insight Interview discusses:
- The advantages of having a high-quality Google Business profile
- Why the Google listing is essential for local SEO
- What conversion signals are and how they impact your ranking
If your business has been around for some time, you probably created a Google listing in the beginning and ignored it since. However, over the last five years, Google has made many changes and enhancements to the Google Business profile dashboard. There are all kinds of amazing things you can be taking advantage of in that dashboard, but most businesses don’t do anything with it.
For example, there are Google Posts, which are similar to Facebook posts, in which you can talk about your specials and offers. The funny thing is that many businesses are paying for Google ads but not taking advantage of the free advertising space in their Google profiles.
If you care about ranking in your local community, the things you put on your Google Business listing have a significant impact on your success. The #1 thing is the primary category you set on your listing.
You can define what category your business belongs to and align that primary category as closely to the keywords you want to rank for as possible. The additional categories are also valuable because when you add these, you’re telling Google which other terms your business should be eligible to rank for.
Interestingly, a lot of the other stuff doesn’t impact ranking directly. Instead, these could be described as conversion signals.
If you’re getting lots of clicks and engagement on your listing, this could positively impact your rankings. But stuff like keywords in the description or keywords in the product/services section is not considered a ranking factor by Google.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.