As a trades business, your Google Business Profile (GBP) is one of your most powerful tools for standing out in local searches. Formerly known as Google My Business and Google Places before that, GBP is where crucial information about your company is displayed on Google search engine results pages (SERPs).
Whether you're an HVAC company, a plumbing service or a Kinetico dealer, ensuring your GBP is optimized can significantly impact your visibility and, ultimately, your business's success. Leadhub’s experts have prepared an in-depth guide on everything your home services business needs to know about your GBP.
What Is A Google Business Profile?
Google Business Profile (GBP) appears on the right side of the search engine results page (SERP) after a search related to your business. Your GBP is a snapshot of your business, offering potential customers vital information at a glance. It typically includes:
- Business Name
- Address
- Phone Number(s)
- Hours of Operation
- Services Offered
- Map Directions
- Business Description
- Logos and Images
- Business Categories
- Reviews
- Social Media Links
- Open Date
- Products
- Company Updates (Google Posts)
- Q&As
While your GBP will usually appear when someone searches for your company name, it can also appear in the "map pack," a feature highlighting businesses relevant to a query and location. Being featured in this map pack is highly valuable as it appears prominently near the top of the SERP.
How To View Your Google Business Profile Page
To access your Google Business Profile, head to business.google.com and log in with the Gmail account associated with your business. It's important to understand the different levels of access:
- Primary Owner — Full control, including the ability to transfer ownership
- Owner — Almost the same control as the Primary Owner but cannot transfer ownership
- Manager — Limited access, primarily for updating information without the ability to add users or transfer ownership
Granting Access To Your GBP
If you need to grant another user access to your GBP, such as another business owner or a marketing professional, follow these steps:
- Log into business.google.com.
- Select the profile you want to update user access on.
- Click the three dots in the upper right-hand corner.
- Select Business Profile Settings from the drop-down menu and then choose People and Access.
- Click Add and enter the Gmail or GSuite email address of the person you want to grant access to.
- Choose the appropriate access level (Primary Owner, Owner, or Manager) and send the invite.
Invites are sent automatically. If the new user does not receive the invite, ensure it’s a Gmail or GSuite account and have them check the spam folder.
Physical Locations vs. Service Areas
When setting up your GBP, you'll need to decide between registering as a physical location or a service area.
- Physical Locations — Physical locations are reserved for businesses with a brick-and-mortar presence. The verification process can be more stringent, and the service areas you list shouldn't exceed a two-hour driving radius.
- Service Areas — Create your GBP as a service area if you don’t have a public address. These profiles can be linked to a residential address but not to a P.O. Box or mailbox. While service areas might cover more ground, they often face more challenges in ranking compared to physical locations.
Verification & Troubleshooting
All new GBP profiles must go through a verification process, often involving video verification. During this time, your listing may appear on SERPs, but its ranking will likely decrease until verification is complete.
Steps For Video Verification
- Log into your profile at business.google.com.
- Click the Get Verified button.
- Enter the business address (even if it’s a service area).
- Scan the QR code that appears on your screen to begin the video recording.
- Follow the on-screen instructions for the video recording.
- Submit the video for verification.
What To Do If the Video Verification Fails
It’s a common glitch for the video verification to fail to upload. If this happens:
- Take a screenshot of the error message.
- Ensure you have a utility bill with the business name and address (not older than two months) and a business license or articles of incorporation ready.
- Use the screenshot and documents to submit a support ticket with Google Support.
Handling GBP Suspensions
Suspensions are more severe than verification issues. If your GBP is suspended your profile won’t appear in SERPs, and you can’t collect reviews, but you can still make changes to the profile. Suspensions often occur after a business changes its address or violates Google's policies.
Steps to Resolve a Suspension:
- Gather two utility bills from within two months of submitting the support ticket.
- Collect a business license or articles of incorporation.
- Take photos showing permanent signage and the physical address on the building.
- Submit these documents via a support ticket to Google Support to appeal the suspension.
Disabled GBP
If an account is disabled, it is no longer visible on SERPs, reviews cannot be obtained and changes cannot be made to the profile. Disabled accounts cannot be reactivated. A new account will have to be created.
An account is typically only disabled if it breaks Google’s policies, like hateful content, drug references or fake reviews.
Managing Your Google Business Profile & Reasons To Maintain It
Creating your GBP is just one step. Next, you must keep the information and content displayed on your profile up to date, accurate and helpful to have the most impact.
Importance Of Consistent NAP (Name, Address, Phone Number) Across Listings
Maintaining consistent NAP information across all online platforms is crucial for local SEO. Discrepancies can confuse search engines and negatively impact your ranking.
Tips For Ensuring NAP Consistency
- Regularly audit your listings — Use tools like WhiteSpark or Yext to check the consistency of your NAP across the web.
- Update changes promptly — If your business moves or changes its name, update your GBP and all other online listings immediately.
- Keep records — Maintain a document that lists all platforms where your business information appears to ensure all are updated consistently.
Using Google Posts Effectively
Google Posts are a powerful way to improve Google Business Profile engagement directly through your GBP. Regular updates can enhance your visibility and keep your audience informed about your services, offers and events.
Best Practices For Google Posts
- Use high-quality images — Include bright, clear images to capture attention.
- Include a clear call to action (CTA) — Encourage users to “Learn More,” “Call Now” or “Book Today.”
- Keep it concise — Write brief, compelling copy that gets straight to the point.
One of the most important benefits of keeping your Google Posts running is that they take up more space on the screen and physically force the next section further down. It just so happens that the next section Google automatically provides is a “related companies” panel showing your competitors.
This makes it even more essential to push the next section down below all your company’s information and reduce the chance that a searcher will scroll past your listing and convert for a competitor.
Adding/Optimizing Photos & Videos
Visual content can significantly enhance your GBP, making your profile more engaging and appealing to potential customers. Attract more visitors to your Google Business Profile by keeping your images up to date!
Tips for Optimizing Photos & Videos
- Use high-resolution images — Ensure that all visuals are of high quality and resolution.
- Use a keyword to name your photos — Name your images with relevant geo-specific keywords to reinforce your location.
- Regularly update your gallery — Add new photos and videos regularly to keep your profile fresh and engaging.
Responding To Customer Reviews Strategically
Responding to reviews, both positive and negative, is crucial for maintaining a strong online presence and customer trust.
Crafting Effective Responses
- Personalize your responses — Address the reviewer by name and mention specific points they made in their review.
- Be professional — Always maintain a professional tone, even when responding to negative reviews.
- Show appreciation — Thank reviewers for their feedback, regardless of whether it's positive or negative.
Encouraging Reviews
- Use review platforms — Set up platforms like Birdeye or Podium to automate review requests.
- Provide easy access — Include QR codes on invoices, business cards or follow-up emails that link directly to your Google review page.
- Foster a culture of feedback — Encourage your team to ask for reviews after completing a service.
Dealing With Fake Or Inappropriate Reviews
Fake or inappropriate reviews can harm your business's reputation, but there are steps you can take to manage them.
Reporting & Removing Reviews
- Log into your GBP.
- Find the review in question and click on the three dots next to it.
- Select Report Review.
- Follow the prompts to explain why the review violates Google’s policies.
If Google determines the review violates its guidelines, it will be removed.
Frequently Asked Questions About GBP Reviews
Q: Will Changing My Address Or Name Remove My Reviews?
A: No, as long as the reviews are legitimate, there is no risk of losing them when changing locations or names.
Q: How Do I Get More Reviews?
A: Reviews are important for ranking well in local search and showing up for your target demographics. We recommend setting up a review acquisition platform, like Birdeye or Podium. We also recommend deploying physical media like leave-behinds with QR codes that lead to Google Reviews. It’s also important to encourage a culture of feedback in your business — ask your technicians to ask for reviews when they’re in the field.
Q: A Customer Uploaded Pictures With Their Review. Can We Use Them On The Website?
A: Like any image, images submitted by customers are subject to copyright. You should not take their images without permission. However, if you get permission from the customer, you can use the image(s).
Q: Can Negative Reviews Be Removed?
A: As long as a review follows Google’s policies, it cannot be removed. However, you can report reviews that you believe break Google’s policies. For example, if a negative review is left by a competitor or a former employee, you can make an appeal. If a negative review is left over a technician’s driving, you can usually remove those. Hateful or discriminatory reviews or reviews with inappropriate images can also be removed.
Q: Why Aren’t My Reviews Showing Up?
A: Sometimes customers leave reviews, but they do not appear on the public profile. Unfortunately, these reviews are typically caught in Google’s spam filter or their policy filter, even if they don’t qualify as either of these things.
Q: I Have More Reviews Than My Competitors. Why Are They Ranking Higher?
A: Reviews are the largest ranking factor for your GBP, but not the only ranking factor. In fact, there are dozens of ranking factors that impact how and where you appear on SERPs. Having a lot of reviews or even the most reviews does not guarantee a number one spot for all queries. Some other factors that influence map pack ranking are:
- Frequent/Infrequent updates to the GBP
- How optimized the profile is
- An SEO Optimized Website
- Vicinity to the searcher
- Relevancy of the query
- Hours of operation vs time of search
- Amount of original photography and videos on the profile
- MUCH MUCH MORE
Handling Multiple Locations
If your business operates in multiple locations, managing your GBP effectively for each site is critical for local SEO success.
Tips For Managing Multiple Locations
- Create a separate GBP for each location — Ensure each location has its own GBP with accurate NAP details and relevant local content.
- Tailor content for each location — Customize the business description, services, and posts for each location to target local customers more effectively.
- Monitor reviews separately — Track and respond to reviews for each location individually to maintain localized customer engagement.
Seasonal Optimization
Adapting your GBP to different seasons can also help you stay relevant and engage more effectively with your audience.
- Adjust business hours — Update your business hours for holidays or seasonal changes.
- Highlight seasonal services — Use Google Posts to promote services that are relevant during certain times of the year (e.g., HVAC maintenance in the fall).
- Seasonal offers — Create posts or offers tailored to the season, such as discounts on winterization services.
Professional GBP Optimization
Managing your Google Business Profile effectively is essential for local SEO success. Whether you're optimizing for a physical location or a service area, ensuring your information is accurate and up-to-date will help you rank higher in search results and attract more customers.
For businesses looking to improve their online presence, partnering with a digital marketing expert like Leadhub can make a significant difference. We specialize in helping trades businesses maximize their visibility and reach through optimized Google Business Profiles and other targeted strategies.
If you’re ready to take the lead with your online presence, contact us today!
