Optimizing Google Business Profile has never been this easy. We analyzed 2 million Google Business Profiles so you don’t have to and here are the top 8 things we found. Read till the end!
What factors contribute to the varying levels of visibility among businesses on Google? To unravel this question and understand the specific actions influencing a business’s prominence in local Google Search results, we conducted an in-depth analysis of over 2 million Google Business Profile listings.
Through this extensive study, we pinpointed the distinguishing factors that set businesses in top positions apart from their counterparts lower down the ranking. Furthermore, we have identified five crucial areas where businesses excelling in local search results stand out. For each of these areas, we’ve devised practical tips aimed at assisting you in enhancing the positioning of your business listing on both Google and Google Maps.
1. Completed Company Description in Google Business Profile
Ensure your Google Business Profile features a well-crafted and concise company description outlining your offerings and incorporating industry-relevant keywords. Check out the Google Business Profile optimization guide.
According to both statistics and our extensive experience in positioning local businesses, having a completed company description is a crucial aspect of a Google Business Profile. However, our data reveals that not all profiles have this essential element.
- Positions 1-3: Approximately 75% of businesses in the top Google positions possess a comprehensive company description in their profiles.
- Positions 4-10: This segment falls slightly short, with about 65% of businesses having a completed company description.
- Positions 11-20: In this range, there is a more substantial decrease, with less than 40% of businesses having a completed company description.
An up-to-date, well-complete description with the right keywords is a fundamental element of your company’s Google Business Profile. This element alone can provide a competitive advantage.
- Focus on Your Unique Selling Proposition (USP): Highlight what distinguishes your business, be it unique products, high-quality service, or excellent customer care.
- Use Relevant Keywords: Include keywords potential customers might use to find businesses like yours. Maintain readability and information relevance, avoiding excessive keyword stuffing.
- Keep it Short and Simple: Google Business Profile descriptions have a maximum limit of 750 characters. Be concise, clear, and brief in conveying your business’s identity.
- Specify Your Location and Service Areas: For local businesses, include your location and the areas you serve to attract customers from your geographical area.
- Avoid Sales Language: Google discourages overly promotional language. Provide factual, useful information about your business without focusing too much on sales pitches.
Inclusion of Company Website Link in the Listing
In our analysis, we delved into the presence of a business website address in Google My Business profiles, recognizing that even a basic but well-constructed local business website can significantly enhance the visibility of its Google Business Profile.
Local businesses leveraging Google for promotion comprehend the importance of this aspect, evident in their business listings featuring a link directing users to their website.
- Positions 1-3: Over 85% of businesses in top Google positions (1 to 3) include a URL in their profiles.
- Positions 4-10: A comparable number of companies in these positions include a URL in their business profiles.
- Positions 11-20: While there’s no drastic decrease from positions 4-10, there is a noticeable, albeit marginal, decrease.
In today’s competitive world, survival in the industry is simply not possible without having excellent digital marketing touchpoints. Facebook, Instagram, and TikTok are powerful touchpoints with strong audience engagement that can really help boost the business. This is something Small Business Owners should definitely consider.
Average Word Count in Business Description
The length of your business description is crucial, as it must effectively and clearly convey your business activities, incorporating industry-specific keywords. It is essential to articulate basic business information in a way that resonates with local customers, offering them a clear understanding of what to expect.
In our analysis of Optimizing Google Business Profiles, we found the average word count to vary across positions:
- Positions 1-3: Businesses in these top positions typically feature descriptions averaging nearly 70 words.
- Positions 4-10: Within this range, businesses tend to have slightly shorter descriptions, averaging around 60 words.
- Positions 11-20: Businesses in these positions show little deviation in the number of words compared to those in positions 4-10.
A full and comprehensive business description not only provides customers with a holistic view of the company but also increases the likelihood of interactions with the company’s profile. It’s important to note that the business description has a maximum limit of 750 characters. Use this limited space judiciously to inform customers about your business. Remember to cover the key points first.
“Optimizing Google Business profile is about providing as much meaningful information to the customer, as concisely possible.”
Review Word Count Analysis
Examining the first 10 reviews in Google Business Profiles (GBPs) across different positions reveals notable trends:
- Positions 1-3: Businesses in these top spots receive longer, more detailed reviews, averaging nearly 350 words.
- Positions 4-10: Reviews for businesses in these positions have an average length just over 300 words.
- Positions 11-20: Businesses in these positions receive reviews averaging about 300 words.
- Top-ranking businesses consistently attract longer and more elaborate reviews, averaging 35 words.
Given the significant impact of reviews on positioning and visibility, encouraging detailed reviews is crucial. Google values review quality, emphasizing the importance of making the review process easy.
Fun Fact: Business that engage in Optimizing Google Business Profile are 45% more visible compared to those who don’t.
Average Word Count in Company Name Field
As part of our investigation, we explored the correlation between the number of words in a business profile name and its position in local search results. The findings are summarized below:
- Positions 1-3: Businesses in these top spots have an average of more than 5 words in their title.
- Positions 4-10: Businesses in these positions maintain an average of 5 words in their title.
- Positions 11-20: Businesses in these positions have an average slightly less than 5 words in their title.
Top-ranking companies typically have an average of just over 5 words in their title. Considering that real-world business names are generally shorter, with an average of 1 to 3 words, it suggests additional words in the title are likely keywords aimed at improving rankings.
While incorporating keywords in the business name can positively impact ranking, it’s crucial to note that Google prohibits keyword stuffing.
Read More: Guide for Optimizing Google Business Profile for Small Business/Improving Local Pack Rankings
Bonus: Benefits of Optimizing Google Business Profile
Following are the top 8 benefits of Optimizing Google Business Profile:
- Increased visibility in local search results
- Higher chances of attracting potential customers
- Improved online credibility and trust
- Enhanced engagement with detailed reviews
- Better positioning against competitors
- Strengthened digital marketing touchpoints
- Maximized impact of a well-crafted company description
- Strategic use of keywords for improved rankings
Optimizing Google Business Profile: Short Summary
In our comprehensive analysis of 2 million Google Business Profiles, key factors influencing visibility were identified. Businesses in top positions commonly featured a completed company description, with 75% having this crucial element. Additionally, over 85% of top businesses included a website link in their profiles, highlighting the importance of a digital presence. The average word count in business descriptions and reviews proved significant, with longer, detailed content contributing to higher visibility. Interestingly, the average word count in the company name field was higher for top positions, suggesting potential keyword inclusion. While optimizing these elements can enhance Google Business Profile visibility, it’s essential to avoid keyword stuffing for sustained effectiveness.