Squatch's SEO Secrets: Week 1
- claire louise campbell
- May 22
- 10 min read
First Footprint on the Map: Optimizing Your Google Business Profile for Local SEO
Hello, fellow entrepreneurs and digital explorers! Welcome to Squatch's SEO Secrets, brought to you by Hidden Legend Media! I'm thrilled to embark on this journey with you, guiding you through the wilds of Google to help your business finally be seen. Just like our elusive mascot, Squatch, knows the best hidden trails and prime spots in the wilderness, we're going to uncover the best ways for your business to be found online.
Think about it: Squatch manages to stay hidden when he wants to, but he also leaves subtle clues that tell you he's there. In the digital world, we want to do the opposite: we want to leave clear, compelling "footprints" so that when someone is looking for what you offer, they find you effortlessly.
And where does that first, most crucial footprint land? Right in the heart of local search: your Google Business Profile (GBP).
What is Google Business Profile (GBP), and Why is it Your Digital Campsite?
Imagine you’re a lost hiker looking for a place to rest, resupply, or find a guide. What's the first thing you pull out? A map! In today's digital age, for nearly 80% of local searches, that "map" is Google Search or Google Maps. And your business's listing on these platforms is its Google Business Profile.
Google Business Profile (GBP) is a free, easy-to-use tool that allows businesses and organizations to manage their online presence across Google, including Search and Maps.1 It's essentially your business's digital front door, its online billboard, and its virtual reception desk, all rolled into one.
Why is it your "Digital Campsite?"
Just like a well-maintained campsite is essential for hikers to find rest, water, and shelter, a well-optimized GBP is essential for potential customers to:
Discover You: When someone searches for "roofing company Dallas" or "best coffee shop near me," your GBP is often the very first thing they see.
Learn About You: It provides instant access to your location, hours, phone number, website, photos, services, and even customer reviews.
Engage with You: Customers can call you, get directions, visit your website, or even send you messages directly from your profile.
Trust You: A complete, professional, and well-reviewed GBP builds immediate credibility. Squatch trusts a clear path, and so do your customers!
Did you know?
Businesses with complete GBP listings are twice as likely to be considered reputable by consumers.
Businesses with photos on their listings receive 42% more requests for directions and 35% more clicks to their websites.
GBP influences local search rankings more than any other single factor for brick-and-mortar businesses.
So, if you're a commercial roofing company in Dallas, a local bakery, a boutique, or any business serving a specific geographic area, optimizing your GBP isn't just a good idea – it's an absolute necessity for local SEO and customer acquisition. It's your prime spot on the Google map, where all the search trails lead!
Now, let's roll up our sleeves and get started on building that legendary campsite!
Step-by-Step Walkthrough: Claiming & Verifying Your Google Business Profile
This is the very first footprint you'll make. Don't worry, Squatch is here to guide you through every tree and over every stream.
Prerequisites:
Before you begin, you'll need:
A Google Account: If you have a Gmail address, you already have one. If not, creating one is free and easy.
Your Business Information: Accurate business name, address, phone number, website, and hours.
Step 1: Get Started – Find or Create Your Business
Go to the Google Business Profile Manager: Open your web browser and go to business.google.com. Sign in with your Google Account.
Search for Your Business: In the search bar, type your exact business name and address.
If your business appears: Great! It means someone (maybe even you, years ago, or Google automatically) has already created a basic listing. Click on it.
If your business does NOT appear: Click on "Add your business to Google."
Step 2: Input Your Basic Information
If you're adding a new business, you'll be prompted to enter key details. If you claimed an existing one, you'll likely jump to verification or an optimization dashboard.
Business Name: Enter your full, legal business name. Be consistent with how it appears on your website, signage, and other directories. (e.g., "Dallas Commercial Roofing Co.")
Business Category: This is crucial! Start typing and select the most accurate category that describes your core service.
Tip: Be specific. Instead of just "Roofing," consider "Commercial roofing contractor" or "Roof coating service." You can add more categories later, but choose the most prominent one first.
Do you want to add a location customers can visit, like a store or office?
Yes: If you have a physical storefront or office where customers visit you (like your commercial roofing office), select "Yes." You'll then enter your full address.
No: If you're a service-area business (SAB) that operates out of a home office or doesn't have a public-facing location but serves customers at their locations (like a typical commercial roofing company that works at client sites), select "No."
Where do you serve your customers? (For SABs that selected "No" above)
Enter the specific cities, counties, or even postal codes you serve. For our Dallas roofing company example, this would be "Dallas," "Fort Worth," "Plano," "Frisco," etc. This is vital for local search!
Contact Info: Enter your public-facing phone number and your website URL. If you don't have a website, Google offers a basic free site builder, but we highly recommend a professional website for optimal SEO.
Step 3: Verify Your Profile – Prove You're the Real Squatch!
Verification is Google's way of ensuring you're the legitimate owner of the business. This is a critical step; without it, your profile won't be fully active or visible.
Google offers several verification methods, and the options available to you will vary based on your business type and information.
Mail (Postcard): This is the most common method, especially for new listings.
Google will send a postcard with a unique verification code to your business's physical address.
This can take 5-14 business days to arrive.
Once it arrives, go back to your GBP dashboard, find the "Verify now" option, and enter the code.
Squatch's Tip: Ensure your mailing address is accurate and that someone will be there to receive the postcard. Don't let it get lost in the wilderness!
Phone: Some businesses might have the option to verify via phone call.
Google will call the number listed on your profile and provide a verification code.
You'll need to enter this code into your GBP dashboard.
Benefit: This is usually instant!
Email: Less common, but sometimes available if Google already has a verified email for your domain.
A code will be sent to the email address associated with your business.
Benefit: Also often instant.
Instant Verification: If you've already verified your business with Google Search Console for the same website, you might be automatically verified.
Squatch's Tip: If you manage your website's SEO, you might already have this superpower!
Video Recording: In some cases, especially if other methods fail or for specific business types, Google might ask for a video recording that shows your business location, signage, and equipment.
Follow Google's specific instructions for this method.
Once verified, congratulations! Your digital campsite is officially on the map. But this is just the beginning of setting up a truly inviting and discoverable spot.
Optimizing Your Profile: Making Your Campsite Irresistible
Now that your basic profile is verified, it's time to furnish it with all the details that attract potential customers. Think of this as decorating your campsite with all the amenities and clear signs so no one passes it by!
1. Business Name, Address, Phone (NAP) Consistency:
Action: Double-check that your business name, address, and phone number (NAP) are absolutely identical across your GBP, your website, social media, and any other online directories (Yelp, Yellow Pages, etc.). This consistency is crucial for Google's trust and your local SEO rankings.
Squatch's Rule: Don't leave contradictory clues! If Squatch left different footprints in different places, no one would know where he really was.
2. Choose Your Categories Wisely:
Action: You selected one primary category during setup. Now, go back and add additional categories that accurately describe ALL the services you offer. Don't add irrelevant ones, but be thorough.
Example for our roofing company: Primary: "Commercial roofing contractor." Additional: "Roof coating service," "Roofing consultant," "Gutter contractor."
Why it matters: Categories help Google understand exactly what your business does and match you with relevant searches.
3. Define Your Service Areas (for Service-Area Businesses):
Action: If you don't have a storefront (you go to clients), ensure your service areas are clearly defined (e.g., "Dallas, TX," "Plano, TX," "Irving, TX"). This ensures you show up in searches within those specific regions.
Squatch's Tip: Squatch knows his territory! Make sure Google knows yours.
4. Accurate Hours of Operation:
Action: Always keep your hours up-to-date, including special hours for holidays. Nothing frustrates a customer (or Squatch) more than trekking to a location only to find it closed!
Why it matters: Google wants to show accurate information. Inaccurate hours lead to bad user experiences, which can negatively impact your visibility.
5. Website and Appointment Links:
Action: Ensure your website URL is correct and functional. If you use an appointment booking system (like Calendly, Acuity Scheduling, etc.), add an "Appointment" link to make it easy for customers to book services.
Why it matters: Direct customers to your digital home base where they can learn more and convert.
6. Craft a Compelling Business Description:
Action: Use up to 750 characters to describe your business, what you offer, and what makes you unique. Incorporate relevant keywords naturally, but write for humans first! Highlight your unique selling propositions.
Example for roofing company: "Dallas's premier commercial roofing experts specializing in durable, energy-efficient roof coatings and comprehensive new roof installations. We provide reliable, high-quality solutions for commercial properties, property managers, and real estate developers across the DFW metroplex. Contact us for a free inspection!"
Why it matters: This is your chance to tell a mini-story about your business right on the profile.
7. Upload High-Quality Photos and Videos:
Action: This is one of the most impactful optimization steps!
Logo: Your brand identity.
Cover Photo: A strong, professional image that represents your business best (e.g., a finished commercial roof).
Interior Photos: If applicable (e.g., your office, showroom).
Exterior Photos: Show your business from different angles, making it easy to find.
Photos at Work: Show your team in action, performing your services (e.g., applying roof coatings, installing a roof).
Product Photos: If you sell specific products.
Team Photos: Humanize your business.
Videos: Short, engaging videos (up to 30 seconds) can be incredibly powerful.
Why it matters: Visuals grab attention! Listings with photos perform significantly better. High-quality images make your profile inviting and trustworthy. Squatch loves a good view, and so do your customers!
8. Detail Your Services/Products:
Action: In the "Services" or "Products" section, list out everything you offer. For services, provide a brief description and even pricing if applicable. For products, you can link directly to product pages on your website.
Why it matters: This allows you to include more keywords and gives customers a clear understanding of your offerings without leaving Google.
9. Utilize Attributes:
Action: Google provides various "attributes" you can select to highlight specific features of your business. These can include:
Accessibility: Wheelchair accessible entrance/restroom.
Amenities: Wi-Fi, restrooms.
Service Options: Online appointments, on-site services.
Identity: Veteran-led, women-led, Black-owned, LGBTQ+ friendly.
Why it matters: These attributes help you show up in more specific searches and resonate with niche audiences.
10. Leverage Google Business Profile Posts:
Action: Think of these as mini-blog posts or social media updates directly on your GBP. You can create different types of posts:
What's New: General updates, company news.
Offers: Promotions, discounts, sales.
Events: Webinars, local events you're hosting or attending.
Products: Highlight a specific product.
Why it matters: Posts keep your profile fresh and active, provide timely information, and can even include calls to action to drive traffic to your website or phone. Google loves an active profile!
11. Proactively Manage the Q&A Section:
Action: Anyone can ask a question on your GBP, and anyone can answer it.
Monitor: Regularly check for new questions.
Answer: Always answer questions yourself, even if someone else has. Your answer will be labeled as "From the owner."
Seed questions: You can even "ask yourself" common questions customers have and then provide the official answers. This is a brilliant way to preemptively address common queries.
Why it matters: This builds transparency and provides immediate information to potential customers, showing you're responsive and helpful.
The Power of Reviews: Squatch's Golden Nuggets of Trust
Reviews are arguably one of the most powerful elements of your Google Business Profile. They are like digital word-of-mouth, and Google places a high value on them.
Why Reviews Matter (The Squatch Factor of Trust):
Credibility: 88% of consumers trust online reviews as much as personal recommendations. (Source: BrightLocal). Squatch doesn't trust just any old trail; he trusts the ones with clear signs and positive feedback!
Ranking Factor: Google incorporates the quantity, quality, and recency of reviews into its local search ranking algorithm. More positive reviews can mean higher visibility.
Conversion: A strong star rating and positive comments can be the deciding factor for a customer choosing your business over a competitor.
How to Ask for Reviews (Politically and Effectively):
Direct Link: Google provides a direct link to request reviews. Find this in your GBP dashboard under "Get more reviews" or by simply searching for your business on Google and clicking "Ask for reviews."
Ask in Person: Train your team to politely ask satisfied customers for a review.
Email Signature: Include a review link in your email signature.
Post-Service Follow-up: Send a polite email or text after a service is complete, thanking them and including the review link.
Signage: Display a QR code with the review link in your physical location if applicable.
How to Respond to Reviews (Positive and Negative):
Always Respond: Respond to every review, positive or negative. This shows you're engaged and care about customer feedback.
For Positive Reviews: Thank the customer by name, briefly mention their specific feedback, and invite them back. (e.g., "Thanks, John! We're thrilled you loved your roof coating project. We look forward to working with you again!")
For Negative Reviews:
Stay Calm & Professional: Never get defensive.
Acknowledge & Apologize: "I'm so sorry to hear you had this experience."
Offer to Take Offline: "Please contact us directly at [phone number/email] so we can resolve this."
Show Empathy: "We understand your frustration."
Squatch's Wisdom: Even when a critter is grumpy, Squatch tries to understand why and find a peaceful solution. Your goal is to show potential customers that you handle issues gracefully.
Keeping Your Campsite Active: Regular Maintenance for Ongoing Visibility
Optimizing your GBP isn't a one-and-done task. It's an ongoing process, much like maintaining a beloved campsite.
Monitor Your Insights: Your GBP dashboard provides valuable insights: how many people viewed your profile, how they found you (direct search vs. discovery search), how many called, requested directions, or visited your website. Use this data to refine your strategy.
Keep Information Updated: Did your hours change for a holiday? Did you add a new service? Did your phone number change? Always update your GBP immediately.
Engage with Messages: If you enable the messaging feature, respond promptly to inquiries.
Regularly Post: Make it a habit to create Google Business Profile posts at least once a week or every couple of weeks to keep your profile dynamic.
Your First Footprint Has Been Made!
Congratulations! You've just taken a massive step toward "unearthing" your business on Google. Optimizing your Google Business Profile is the fundamental first footprint in your local SEO journey. It's what makes you visible to potential customers who are actively searching for what you offer, right in your backyard.
Just like Squatch knows the best places to be seen (or hidden!), you now know how to make your business prominently displayed on Google.
Next week, we'll dive into Week 2: Whispers in the Search Bar: How to Find the Keywords Your Customers Are Using. We'll learn how to "hear" what your customers are asking Google, so you can tailor your content to match their needs.
Until then, keep those profiles sparkling and get ready to attract your own legendary clients!
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