How to generate organic visits for Google Business Profile

To generate organic visits for Google Business Profile, your business needs to rank prominently in local search results. A well-optimized Google Business Profile gives your business the edge it needs in today’s competitive local landscape. However, keeping your profile updated can quickly become overwhelming if you don’t have the right approach. With the right tools and strategies for success, you’ll soon streamline the process and attract more visitors to Google Business Profile.

Why optimizing your Google Business Profile is an absolute must

Optimizing your Google Business Profile is the foundation for increasing your visibility in local search results. The essential information you provide to Google Business Profile appears directly in the SERP (search engine results page). And when 60% of users contact businesses directly from these results, the value of a complete, accurate profile speaks for itself.

 A Google Business Profile from a bicycle shop in California

A fully optimized Google Business Profile goes beyond just appearing in searches—it builds trust. When users find useful information, they’re more likely to visit your website, call, or head to your location. This increased interaction both drives more traffic and signals to Google that your profile is relevant and credible.

A collection of businesses competing in the same area for traffic using their Google Business Profile

Google Business Profile optimization also enhances Google Maps visibility, putting you in front of more users looking for businesses like yours. Optimizing your Google Business Profile requires careful planning and effort, but the long-term rewards are worth it. A well-maintained profile can drive more clients to your business through organic search, reducing the need for paid advertising.

Peace of mind: Connect your Google Business Profile to Semrush Local to access powerful features that boost your visibility and empower you to make better decisions.

How to optimize your Google Business Profile

To edit your business’s details, look up your company name in Google Search to bring up the Google Business Profile dashboard. If you’re not a manager of your Google Business Profile, you’ll first need to add or claim your business on Google.

A screenshot of the Google Business Profile dashboard

Every piece of business information you add enhances your profile’s credibility and relevance. Start by filling in the basics: business name, address, phone number (NAP), and website. Ensure your business hours are accurate, including special hours for holidays or events, to avoid confusion and missed opportunities. Use the map pin to confirm your location on Google Maps, making it easier for customers to find you.

Dedicate some time to writing a compelling business description optimized with local keywords. To make life easier, use Semrush’s free AI Google Business Profile description generator.

High-quality photos of your storefront, products, and team make your business more approachable and engaging.

Photos can help a business attract more visitors to a Google Business Profile 

Similarly, videos showcasing your services or a behind-the-scenes look at your business can leave a lasting impression. This visual approach helps customers trust your business before even stepping through the door.

Make sure to select the right business categories that best represent your offerings (you can select up to 10 categories). For example, a local bakery should include “bakery” and possibly “café” if it serves coffee or pastries. Inaccurate categories can limit your visibility and reduce your chances of appearing in Google Search.

Companies can choose a primary and several additional GBP categories

Including detailed descriptions of products and services helps potential customers know exactly what you offer. Pairing these descriptions with good photos further enhances the trustworthiness of your profile. For example, publish your menu if you run a restaurant or outline services if you’re a contractor. Offering this information in your Google Business Profile will help customers make informed decisions. 

Businesses can sell their products on their Google Business Profile

Don’t overlook additional functionalities that may apply to your business. For instance, businesses like hotels, cafes, or gyms can include information about Wi-Fi availability, toilet facilities, or accessibility. Restaurants can include reservation links, while healthcare practices can add appointment booking. Businesses that serve diverse communities can mention languages spoken, which helps reach non-English-speaking customers and demonstrates inclusivity.

Google Business Profile optimization is not a one-and-done task. Regularly refreshing promotions, products and services ensures your Google Business Profile appears active. And keeping your profile up to date as essential changes occur helps maintain rankings.

Local guide: Semrush Local helps you quickly audit your GBP and keep your business information accurate across other directories.

Engage with customer reviews to boost your online presence

Customer reviews are a powerful tool for building trust and enhancing your online presence. Both positive and negative feedback contribute to your business's overall reputation and can directly impact local search results. The more reviews you accumulate, the more prominent your business becomes in local search and Google Maps.

Encourage positive reviews by sharing a simple link in an SMS. You might also put up QR codes to make it easy for people to write a review before they even leave your location. Use Semrush Local’s free Google Review Link Generator to quickly get the links you need.

Responding to reviews shows potential customers you value their opinions and are committed to improving their experience.

 A thoughtful reply can lead to more reviews

Addressing negative reviews in a thoughtful and professional manner is also important. Instead of ignoring complaints, use the opportunity to demonstrate your commitment to customer service. A well-crafted response can turn a negative interaction into a positive impression for future customers. Address the specific concern raised in the review, offer solutions, and express your appreciation for their feedback. 

Review management is a continuous process. Regularly checking for new reviews and responding promptly keeps your profile active and engaging. Businesses with consistent review responses often generate organic visits for Google Business Profile.

Five-star service: Semrush Local offers tools for monitoring and responding to reviews, helping you manage your reputation effectively.

Use Google posts to keep things fresh and engaging

Maximizing your GBP's visibility goes beyond just updating basic information. Google posts allow you to engage potential customers with updates, promotions, events, or special offers directly on your profile. Posting regularly keeps your GBP active, which can improve your ranking in local search results and boost overall engagement. Whether limited-time sales, events, or new product launches, posts can drive significant organic traffic to your website.

An opening date announcement done with a Google Post

More importantly, posts create a direct channel to reach customers when they are already interested in your business. Consider combining your Google posts with your overall content and social media strategy. That way, you can use a scheduling tool to post all your content automatically and keep your messaging aligned.

Improve your profile’s performance with competitive insights

To generate organic visits for Google Business Profile, it’s important to understand how your competitors are performing. By analyzing local competitors, you can discover what they’re doing right and where they may be falling short. Then, imitate what’s working for them and capitalize on their missed opportunities.

Start by looking at their Google Business Profile setup—what categories are they using? 

Semrush Local’s categories widget for Google Business Profile. 

Do they have a high volume of positive reviews? How frequently are they publishing Google posts and new products or services?

An ice cream shop in DC has lots of competitors

See what categories your competitors rank for to identify opportunities and gaps in your own Google Business Profile. Understanding their categories helps you refine your strategy and ensure you're targeting the right audience. You can use a competitor analysis tool like Semrush Local’s Review Analytics categories widget to compare and make adjustments to improve visibility. 

Track how your business ranks compared to competitors across your target area on Google Maps. Monitoring positions helps you determine if you’re reaching your audience effectively or not to make adjustments. To do this effectively, use a geo location rank tracking tool that visualizes your positions on a grid. 

Analyzing competitor reviews can also reveal common customer preferences or concerns that you can address on your own profile. For example, if competitors receive negative reviews about slow service, you can focus on promoting speed and efficiency.