For business owners, Google is not only a search engine you use to find information. It is also a platform you can leverage to get more customers and achieve your company goals.

For this reason, you have to know how to use this tool to your advantage.

SEO specialists in Dubai say you can do this by creating and optimizing your Google Business Profile (GBP).

GBP, which was formerly known as Google My Business (GMB), is a free tool offered by Google to all companies and organizations.

With a GBP account, you can manage the information you want online users to find and know about your business on Google Search, Google Maps, and Google Reviews.

If you want to change any information about your business, you only have to do this on your GBP account. Your listing or details will be automatically updated on all Google platforms.

As an online marketing tool, you can use GBP to:

  • Increase organic traffic to your website.
  • Let your target market know that your business exists.
  • Inform potential customers about what products you sell or the services you provide.
  • Tell potential customers where you are located, how they can get to you, and the days and hours your business is open.
  • Give your customers a platform where they can leave reviews about your products or services and experience with your business, which other people can also read.
  • Inform online users of any important news they should know about.
  • Establish the legitimacy and credibility of your business.

Optimizing Your Google Business Profile

Setting up your GBP account lets you do all these and experience the benefits this tool provides. However, this is only the first step. You have to optimize your profile to get more out of this platform. You can optimize your GBP listing by following these tips:

1. Create a killer business description for your profile.

One of the first things you have to do to optimize your GBP listing is to create a great description for your business.

Crafting a killer description for your listing is crucial for capturing the attention of online searchers and boosting user engagement.

Additionally, you can use the description to showcase your company’s unique selling points (USPs).

And with an optimized description, you can rank higher on Google search engine results pages (SERPs), boost traffic to your website, and have better chances of increasing your sales.

However, optimizing your GBP listing description entails more than sprinkling it with the right keywords.

Start by reading the guidelines and policies for representing your business on Google.

Make sure you follow them since if your description doesn’t meet these, it won’t be posted and you have to change it.

While keeping the guidelines in mind, think about how you can make the description compelling. Highlight your USP and key selling points in the first one to two sentences so that you can stand out from the competition.

Make sure you add one or two of your high-value keywords at the first or top part of your description as well.

Lastly, make it concise and punchy so that online users can find it interesting and be enticed to read more about your business.

2. Add more categories for your GBP listing.

The primary category you chose for your business profile will affect the local search results your website will rank for.

However, you can add more categories to your listing. By following this tip, you can significantly impact your rankings since your business can be found under additional niches on Google.

Additionally, many local businesses do not add secondary categories to their listings. As a result, you’ll have a leg up on the competition.

To get the most from this tip, choose secondary categories that describe your business, not your products or services.

Also, keep in mind that Google will display the primary category you chose, not the secondary ones you added. However, they can still help your GBP listing appear on more local search queries.

3. Add visual elements to your listing.

People are drawn to visual media. You can use this to your advantage and add these elements to optimize your business profile.

Capture the attention of online searchers and encourage them to take the next steps of the sales funnel by showcasing high-quality visual media on your listing.

High-quality images and videos also allow you to personalize your GMB listing, enhance your branding, and entice potential customers to do an action you want them to do.

Start by putting your brand logo and cover photo on your profile. Aside from this, post 360-degree pictures of your business premises and staff.

Don’t forget to add photos of your products on your listing, too.

Videos are visual elements you need to have on your profile as well. Create engaging 30-second clips and upload these to your listing to catch and keep the attention of online searchers.

Again, follow Google’s guidelines and rules when posting photos and videos so that they won’t be removed from your profile.

4. Optimize your product or service catalog.

Making your GBP listing work to your advantage also entails optimizing your product or service list or menu if you own a food business.

Doing so allows you to make it easier and faster for potential customers to know what your offerings are and how much they cost.

To optimize each item, use their exact names on the catalog. Create clear, concise, and keyword-optimized descriptions as well.

Make sure you upload a high-quality photo for each item to optimize them further.

5. Update your GBP Posts regularly.

According to providers of professional search engine optimization services, Google Business Profile Post is a feature that not many companies and organizations use a lot.

However, GBP Posts is an excellent feature that lets online users be aware of your business and other information or updates you want them to know. For this reason, use it well.

Since your profile is connected to Google Search, Google Maps, and other Google platforms, keeping your GBP Post updated can help your website rank higher for local search queries.

As such, use GBP Posts to share key events your company is hosting or involved in, new products or services, offers, and everything you want people to know about.

Don’t forget to optimize these posts with relevant keywords but avoid overstuffing them.

Your GBP listing is a crucial piece of your online marketing campaign. Follow these optimization tips and you can start getting more out of this free Google tool.


Eloisa Mangilinan is a full-time Content Writer at SEO Sherpa, a multi-awarded search engine optimization company in the UAE. She produces content for different niches for guest post sites, blogs and client websites. She holds a Bachelor of Science degree in Psychology from Saint Louis University.