A Google business profile, also known as Google Business listing or Google My Business, improves the findability of a website for local search queries. The optimization of business profile pages belongs to a subset of SEO services in search engine optimization in the context of Local SEO.
The management of a Google business profile is done via the dashboard in the Google business profile. Here, companies can maintain their relevant information such as opening hours, address, contact information, photos and all kinds of news. This entry is displayed in Google search results for local searches and provides users with important information about the company - but also how other web participants write about the company.
A well-maintained Google Business Profile contributes to offpage optimization, as es presents the company's NAPs data (name, address, phone number) consistently and correctly. Search engines prefer consistent NAPs data as it increases trustworthiness and relevance for local search queries. Es is not mandatory to enter a website in the Google Business Profile. However, from an SEO perspective, es makes sense to do so. This is because many users use Google Business as a touchpoint to the website.
The "Local Pack" is a prominent feature in the search results that displays a selection of local businesses together with their Google Business Profiles in the SERPs. Es appears in the SERPs between the Ads search results and the organic search results in an information block. In this, there is a Google Maps snippet and the most relevant 3 local search results. The Local Pack, also called Local 3 Pack, is determined by an algorithm with specific ranking factors.
An optimized profile can help to be included in this Local Pack, which significantly increases visibility. Businesses should actively ask customers for reviews, as positive reviews can increase trust among prospective customers and improve ranking in local search results. Google takes customer reviews into account when ranking businesses in the Local Pack. es The more positive reviews a business has, the more likely es is to appear at the top of search results.
A well-maintained Google Business Profile is a key element for local SEO efforts. Es contributes to the consistency of NAPs data, enables inclusion in the Local Pack and promotes positive customer reviews, which significantly influences a company's findability and online reputation. In addition, an up-to-date Google Business profile provides positive off-page SEO signals.