Google Business Profile isn’t just another directory listing. It can be an essential tool that turns Google searchers into customers. If you put in the hard work of setting up an account but aren’t receiving any calls, clicks, or customers, it shows you are doing something wrong. To get the most out of the Google Business Profile (GBP), you need a strategy to increase traffic to the profile.

What is Google Business Profile Traffic

It’s important to note that, unlike traffic to a site, traffic to a GBP isn’t measured by a single metric. It outlines several valuable actions customers can take in Google SERP results before they even consider visiting your site. The traffic can include people who don’t find your contact details in your profile and those searching for directions to your store or readers of your Google posters.

No matter the point at which they interact, it is clear they understand the customer’s intention as they actively search for a product or service offered by your business. That means GBP traffic is high-quality, as it consists of people with purchase intent.

Steps to Increase Traffic to Your Google Business Profile

To increase traffic to your Google Business Profile, use the following steps:

Optimize Your Profile

A well-optimized profile is a key foundation for driving traffic to your business. If your key details are incomplete or incorrect, you will be implementing less effective steps. You can read more on how to optimize your profile in our Google Business Profile marketing strategy.

Begin with the primary category and select the one that is most relevant for you. Instead of using the term “Restaurant”, include pertinent details, such as “Italian restaurant,” to help search engines better understand your product offering. You can also include supporting categories, such as takeout or delivery restaurants, to attract relevant traffic from those seeking the service.

Include a compelling profile description that uses your targeted keywords, as well as a location-based keyword, such as "best cake in Times Square". This will increase your chances of appearing in the SERPs. However, ensure the keywords are added naturally, not keyword-stuffed, and include high-intent keywords to boost conversion.

Use Consistent Contact Information

Make sure you have added all necessary information, including the business name, phone number, and address. These should be consistent across different platforms, including social media. Such consistency will benefit your customers and search engines. 

If your information is incorrect or inconsistent, it can confuse search engines, which cross-reference it with information from other platforms to determine whether your business is legit. Therefore, use the exact contact details on your website, social media platforms, and other online listings.

Add Engaging Content

You should also focus on adding content that helps your customers. Some content ideas for your Google Business Profile are:

• Quick tips or a step-by-step guide. For instance, if you are a bakery, you can share an article on five simple steps for a homemade cake.
• Provide special discounts. You can offer your followers a 20% discount on their first visit if they mention they found you on GBP. This can help you gauge how effective your profile is.
• Team members' highlights. You can use the Post Section to highlight your team member's favorite product. For instance, “This week, Stacey recommends the Vanilla cake.”
• Add trending or seasonal content. This should be relevant to your industry.  For instance, you can add: "Christmas is here. Check out the new cakes, perfect for the season."
• Contests and giveaways. You can ask your audience to share images of themselves enjoying your cakes for a chance to win a free cake. This can be an effective strategy for increasing engagement.

Add High-Quality Videos and Images

People want to see images of the people they do business with. If your profile has high-quality recent images, it will receive more attention. Consider your photo gallery a business visual portfolio that tells a compelling brand story and helps customers envision how they would use the products.

Make sure you add images at least once a week. The photos don't have to be professionally done, as studio shots are usually more authentic. To improve results, add relevant keywords to the image file before uploading it. You can add various images of:

• Behind the scenes of the process you follow to make products.
• Interior and exterior of your building.
• Completed projects or products.
• Happy customers.
• Before and after images.

You can even enhance the impact by adding a short video, around 30 seconds, that takes your audience on a quick office tour.

Focus on Getting Customer Reviews

A key part of the Google Business Profile is customer reviews, as many customers now read them before making a buying decision. These are as effective as word-of-mouth advertising and as compelling as stories featuring customer testimonials. Therefore, take the time to ask your customers to leave reviews through a follow-up text, images, email, or a link to your brand review pages. However, make sure you follow Google's guidelines and avoid offering incentives in exchange for reviews.

After customers give reviews, ensure you respond to each one. If you respond to positive reviews, you will show your appreciation for the great feedback you received. If you receive negative reviews, respond constructively; it shows you care and are ready to solve the customer’s problem. This can help to increase your level of trust with the people reading the reviews.

Leverage the Q&A Section

Your profile includes a public Q&A section where anyone can ask a question and receive an answer. If you do not answer the questions, you may be assigned to a competitor or another misunderstood person, so you must be attentive in this section.

Always check for new questions that need quick, helpful answers. Doing that will position you as an expert and help you remain in control of the narrative about your business. It can be a good way to address common concerns that may become barriers for your customers.

Be proactive in sending the questionnaire. Consider how often questions are asked and the most common ones. You can then add these questions to the profile and provide answers, creating a helpful, creative FAQ resource that saves everyone’s time.

In Conclusion

It can be discouraging to create a Google Business Profile, add all the relevant details, and then realize you are not receiving any inquiries. If this is happening, you need to consider how to drive traffic to the profile. By following the steps outlined in this guide, you can increase the traffic and convert those local searches.