For small to medium-sized enterprises, optimizing their presence on Google Business Profile (GBP), previously known as Google My Business, is pivotal for enhancing local search rankings and attracting more leads via Google Maps. However, with an array of elements to manage and Google’s dynamic updates, pinpointing the key local ranking factors to prioritize in 2023 can be challenging.
This article delves into GBP elements that influence rankings and those that don’t, yet still offer value. Continue reading to uncover insights, and for expert consultation, dial 888-601-5359.
The impact of various GBP elements on your Google positioning includes:
Eight elements have been identified to affect local keyword rankings. These are the focal points for optimizing your Google Business Profile, with some factors having a direct and substantial impact on rankings, while others exert a more indirect effect.
Local rankings are not solely about occupying the top spot in a rank tracker or appearing for a single search at a specific location or time. Rankings can vary based on location, time of day, past search history, and more, hence our broader perspective on rankings.
We examine elements influencing your ranking position in search results and your frequency of appearance in maps, local finder, and local packs.
Your business name is a crucial ranking factor, with keyword inclusion potentially affecting local keyword rankings. However, avoid keyword stuffing, as it contravenes Google’s guidelines and may lead to suspension.
Google’s Vicinity update in December 2021 reduced the impact of keyword stuffing in business names, but the name still significantly influences rankings, particularly post-March 2022’s local algorithm update, which was a corrective measure.
Both primary and secondary categories significantly impact rankings, necessitating careful selection.
The primary category carries more weight in rankings than secondary categories, making it a highly impactful element you can directly control on your profile. Choosing the best primary category is crucial for ranking well in relevant searches.
Secondary categories, though less impactful than the primary category, can still have a substantial and immediate effect on local rankings. Adding additional categories expands your search visibility, so monitoring competitors’ categories and adding relevant secondary categories is an effective strategy for 2024.
Landing pages, similar to categories and business names, influence local rankings. Google considers both the content of the landing page and the URL’s link authority. Typically, your homepage is the optimal choice, even if it doesn’t feature the best content for your primary products/services.
GBP websites do not offer improved rankings and have limited functionality, so we recommend using your primary site.
The address of your business significantly impacts rankings, particularly for storefronts, service-area businesses, and hybrids. Google ranks businesses based on the location used for verification, with proximity to this location being advantageous.
If two or more businesses share the same or neighboring addresses, one may be filtered out of local search results entirely.
Updating your business address is complex, so only consider this if moving or opening a new location. To optimize local rankings, ensure the address is in the desired city, has substantial search volume nearby, and is not adjacent to another business with the same primary and secondary categories.
The impact of GBP photos on rankings is a topic of debate. While some studies suggest photos don’t affect rankings, Google asserts that photos can enhance local rankings. The actual impact may be nuanced, with some benefit from adding photos over having none but no continued advantage from additional or improved images.
GBP images are vital for engagement, sales, or leads, increasing visibility for local searches. High-quality images are essential for customer trust, and replacing stock photos with real ones can boost conversions.
Geotagging images does not impact rankings, and we advise against it, focusing instead on optimizations with a direct impact.
Reviews are crucial for local SEO rankings, influencing consumer choices. However, misconceptions exist about which review aspects impact rankings.
A study found that listings rank higher once they reach 10 reviews, with increasing review quantity after the first 10 still influencing rankings, albeit to a lesser extent.
Star ratings significantly impact local rankings, with positive ratings potentially improving rankings and reducing the likelihood of being filtered out of map results.
Responding to reviews can have a minor impact on rankings, showing customer value and addressing feedback.
Contrary to belief, including keywords in reviews or responses does not influence local rankings.
Additional review factors include recency, length, local guides, and images, with varying impacts on rankings.
Hours of operation play a minor role in rankings, with being open for more hours increasing visibility.
GBP services, whether predefined, custom-added, or Google-added, influence rankings.
Identity attributes, like black-owned or veteran-owned, play a minor role in rankings but can help for searches directly related to the attribute.
Several elements, such as GBP posts, messaging, bookings, opening date, service areas, local business phone numbers, business descriptions, and question-and-answer sections, do not influence local rankings but can enhance engagement and trust.
While focusing on ranking-boosting elements is appealing, a well-rounded strategy that improves rankings, increases profile views, and encourages conversions is often more effective.
Navigating GBP’s rapid changes can be daunting, but our team of 500 local SEO experts at WebFX is here to assist. We’ll create a comprehensive local SEO strategy to maximize your GBP potential.
Ready to begin? Request a quote online or explore our local SEO services today!
