Google Business Profile Optimization: Part 2 – Products, Services, Attributes, and More
Google Business Profile Optimization: Products, Services, and More
Optimizing your Google Business Profile (GBP) goes beyond the basics of NAP consistency, categories, and business hours. Features like website links, service areas, business descriptions, products, and attributes play a crucial role in improving local SEO and enhancing customer engagement. Here's how to make the most of these features.
1. Website Links and UTM Tagging
Your GBP website link is a key opportunity to drive traffic directly to your website.
Single Location Businesses: Link to your homepage.
Multi-Location Businesses: Link to the specific location page to improve relevance and user experience.
Track Your Traffic: Add UTM tags to the URL to track GBP traffic in Google Analytics. This allows you to see exactly how many visitors your profile is driving to your site.
Pro Tip: Use UTM tagging guides like BrightLocal’s Guide for Multi-Location Businesses to ensure you're setting this up correctly.
2. Define Your Service Area
For businesses that serve customers at their location or travel to customers, the service area feature helps you define where your business operates.
Add cities, postal codes, or regions you serve.
Don’t Oversell: Keep your service area realistic (Google recommends no more than a two-hour driving radius).
The maximum number of service areas is 20 per listing.
Note: Even with a wide service area, your ranking is likely to drop off beyond 20 miles, depending on competition.
3. Crafting a Compelling Business Description
The business description is one of the few open-text fields where you can showcase your business.
Character Limit: 750 characters (only the first 244 characters display by default).
What to Include:
What your business offers.
What sets you apart.
A brief history or anything that helps users understand your value.
What to Avoid: Salesy language, URLs, or HTML code.
Seasonal Tip: Update your description to reflect seasonal services (e.g., snow removal in winter, landscaping in summer).
4. Add Products and Services
Products:
If your GBP allows products, use this feature to showcase your offerings.
Checklist for Adding Products:
High-quality photo (ideally with a solid background).
Assign the product to a category.
Set a price or price range.
Write a compelling description (up to 1,000 characters).
Add a call-to-action (CTA) button linking to your site (use UTM tags).
This feature is perfect for small businesses that don’t use Google Merchant Center.
Services:
Services don’t have the same visibility as products but are still worth adding.
Visibility: Displayed on mobile under the "Services" tab but not visible on desktop.
What to Include:
Service name.
Price (if applicable).
Description (highlight value and specifics).
Pro Tip: Keep a spreadsheet of your products and services for easy updates and to monitor Google’s data consistency.
5. Utilize Business Attributes
Attributes provide additional details about your business that help users make decisions.
Business-Defined Attributes: These are set by you and depend on your business category. Examples include:
Women-owned business.
Wheelchair accessibility.
Kid-friendly environment.
User-Defined Attributes: These are crowdsourced from customers who visit your location. While you can’t control them, you can monitor them for insights.
How to Find Them:
Go to your local knowledge panel and click “Know this place?” to see the questions Google is asking users about your business.
6. Use High-Quality Visuals for Products and Services
Photos and videos can significantly enhance your GBP.
Photo Tips:
Minimum resolution: 720x720 pixels.
Format: JPEG or PNG.
Use seasonal or current photos to keep your profile fresh.
Video Tips:
Max duration: 30 seconds.
Max file size: 75 MB.
Resolution: 720p or higher.
Encourage Customers to Upload Photos:
Create photo opportunities in your space (e.g., selfie walls or branded signage).
Offer to take group photos for customers during events or visits.
Why These Features Matter
Website Links and UTM Tags: Ensure you’re tracking traffic and driving potential customers to the right pages.
Service Areas: Define where you operate to attract the right audience.
Business Description: Tell your story and showcase your unique value.
Products and Services: Highlight your offerings to drive engagement and conversions.
Attributes: Build trust and provide useful details for customers.
Visual Content: Stand out with engaging, high-quality photos and videos.
What’s Next?
In the next lesson, we’ll dive into Google Reviews and how they impact your local SEO. You’ll learn how to encourage reviews, respond to them effectively, and turn them into a powerful marketing tool for your business.
Need Help?
Optimizing your Google Business Profile can feel overwhelming, but Mojo Mesh is here to help. From managing product listings to crafting compelling descriptions, we specialize in optimizing GBPs for Newcastle businesses.
📍 Address: 41 Young Street, Georgetown, Newcastle, N.S.W.
📞 Phone: 0431 722 372
⏰ Business Hours: Monday–Friday, 9am–5pm
Let Mojo Mesh take your GBP to the next level—contact us today!
