AI Search Is Changing the Game: 5 Actionable Steps Small Businesses Can Take to Boost Visibility
Getting found by local customers is more competitive than ever. Most Google and Maps searches are short—just 1–4 keywords (“chiropractor near me,” “best pediatric dentist”). But with the rise of AI search engines like ChatGPT, Perplexity, and Claude, users are now searching with much longer, more detailed queries—often 6–15+ keywords.
Artificial intelligence is rapidly transforming how people discover local businesses online. Tools like Perplexity, ChatGPT, Claude, and AI-powered Google search are reshaping the digital landscape, surfacing direct answers and recommendations—often before users even see traditional website links. For small businesses, this presents both a challenge and an opportunity: how do you ensure your business is visible and trusted by these new AI-driven platforms?
The good news: you don’t need to be a tech giant to compete. By taking a few strategic steps, your small business can improve its chances of being found and recommended by AI search engines. Here’s how:
1. Optimize Your Website for Local and AI Search
AI search engines, like their traditional counterparts, rely on clear, well-structured websites to understand what your business offers. But AI also looks for certain technical and content signals:
Structure and Navigation: Make sure your website is easy to navigate, with service-specific pages (e.g., “Emergency Dentistry in [City]” or “IT Support for Small Businesses”). Display your name, address, and phone number (NAP) on every page for consistency.
Schema Markup: Use structured data (schema markup) to help AI and search engines easily interpret your business details, services, reviews, and FAQs. Free tools like Google’s Structured Data Markup Helper can make this process straightforward.
Mobile Optimization and Speed: Ensure your site loads quickly and looks great on mobile devices. AI search engines prioritize user experience, so fast, responsive websites rank higher.
Security: Secure your site with HTTPS to build trust with both users and AI platforms.
2. Claim and Enhance Your Business Listings
AI platforms often pull information from trusted, structured sources like Google Business Profile, Yelp, Bing Places, and industry directories. Make sure your listings are:
Complete and Accurate: Fill out every field, including business categories, services, hours, and high-quality images.
Consistent: Your NAP should match exactly across all platforms. Inconsistent information can hurt your credibility with AI algorithms.
Optimized for Questions: Use the Q&A or FAQ sections in your listings to answer common customer queries directly and clearly. This helps AI surface your business in response to specific questions (“Where can I get teeth whitening near me?”).
3. Create High-Quality, AI-Friendly Content
AI search engines reward content that is detailed, helpful, and structured for easy parsing:
Answer Real Questions: Focus on what your customers are actually asking. Use headings and bullet points to break up information, and provide direct, concise answers.
Long-Form and In-Depth: Don’t just skim the surface—cover topics comprehensively. In-depth guides, service pages, and FAQs not only help your audience but also signal authority to AI.
Conversational Keywords: Incorporate natural, long-tail keywords and phrases that reflect how people speak, especially for voice search (e.g., “How do I book a dental cleaning?”).
Regular Updates: Keep your content current. Update older posts and pages to reflect new services, trends, and frequently asked questions.
4. Build and Showcase a Strong Online Reputation
AI search engines increasingly factor in your business’s reputation when deciding what to recommend:
Encourage Reviews: Ask happy customers to leave reviews on Google, Yelp, and other platforms. Positive reviews boost your credibility and can directly impact your visibility in AI-driven searches. User generated content (UCG) plays a huge role in Google Search and AI Search as a whole.
Respond to Feedback: Reply to reviews and questions promptly. This shows engagement and reliability—qualities that AI and potential customers both value.
Feature Testimonials: Display authentic testimonials and case studies on your website and social media to reinforce trust.
5. Strengthen Local Authority and Diversify Your Content
AI models look for signals that your business is a trusted part of the local community and an authority in your field:
Earn Backlinks: Seek mentions and backlinks from local organizations, industry associations, news outlets, and community partners. These links signal authority and relevance to AI search engines.
Participate in Community: Sponsor local events, collaborate with other businesses, or contribute to local blogs and news sites. Make sure your involvement is mentioned online.
Diversify Formats: AI can process more than just text. Create videos, infographics, and visual content to reach broader audiences and improve your chances of being featured in AI-powered search results.
Embracing the Future of AI Search
AI search isn’t a passing trend—it’s the new standard for how people find businesses online. By optimizing your website, business listings, content, reputation, and local authority, you can position your small business to be discovered and trusted by both AI platforms and real customers.
Start with these five steps, and you’ll be well on your way to future-proofing your digital presence—no matter how search evolves next.
Need help navigating AI search optimization for your small business?
Our team at Harris & Ward specializes in helping healthcare practices and small businesses grow online. Reach out today to learn how we can help you thrive in the age of AI search.
How to Improve Your Google Business Profile Rankings: A Data-Backed Breakdown [2025]
If you’re looking to improve your Google Business Profile (GBP) ranking and stand out in local search results, you need a comprehensive strategy based on real data, not just guesswork. While many businesses optimize their profiles by filling out basic information, true success in Google Maps rankings comes from leveraging multiple key factors.
Based on industry research and expert analyses, here’s an in-depth breakdown of the most impactful ranking factors for Google Business Profiles, along with estimated weightings and actionable strategies to improve your visibility in 2025.
1. Google Business Profile Signals (32%)
GBP-specific optimizations play the most significant role in rankings. Ensuring that your profile is complete and well-optimized is a foundational step toward better visibility.
Key Factors:
Business Name – While Google doesn’t officially endorse adding keywords to your business name, studies have shown that businesses with keyword-rich names tend to rank higher. However, stuffing your name with keywords can result in suspension.
Categories – Your primary category plays a massive role in search relevance. Secondary categories also help broaden visibility for related searches.
Attributes and Services – Google allows businesses to add attributes like “women-led” or “free Wi-Fi,” which help define offerings and improve relevance in local searches.
Action Steps:
Choose the most specific primary category possible.
Add relevant secondary categories to improve search exposure.
Utilize attributes and services to provide additional relevant business details.
2. On-Page Signals (19%)
Google still looks at your website when ranking local businesses, especially for businesses that compete in multiple locations.
Key Factors:
Landing Page Optimization – The page you link to from your GBP should include local keywords, structured headings, and clear business information.
Service Pages – Creating separate pages for each service offered improves your website’s relevance to specific searches.
Action Steps:
Ensure your website is mobile-friendly and fast-loading.
Optimize meta descriptions, title tags, and content with local search intent.
Use schema markup to help Google better understand your business.
3. Review Signals (16%)
Customer reviews are one of the strongest indicators of a business’s trustworthiness and relevance. The number, quality, and frequency of reviews all play a role in rankings.
Key Factors:
Quantity and Quality of Reviews – Businesses with a high number of recent, positive reviews tend to rank better.
Review Recency – Newer reviews carry more weight, so a steady stream of feedback is crucial.
Review Responses – Businesses that actively respond to reviews see a 4.1% increase in GBP conversions.
Action Steps:
Encourage satisfied customers to leave reviews.
Respond to every review, including positive ones.
Use keywords in responses where natural (e.g., “Thanks for choosing our dental practice in Austin!”).
4. Link Signals (11%)
Backlinks still matter for local SEO, particularly from locally relevant and authoritative websites.
Key Factors:
Local and Industry-Relevant Backlinks – Links from local directories, news outlets, and industry blogs improve rankings.
Action Steps:
Get featured in local news articles and blogs.
Partner with local businesses for link exchanges.
Utilize HARO (Help A Reporter Out) for media opportunities.
5. Behavioral Signals (8%)
Google measures how users interact with your profile and website, factoring these interactions into rankings.
Key Factors:
Click-Through Rate (CTR) – Profiles that get more clicks from search results tend to rank higher.
User Engagement – More calls, requests for directions, and website visits signal relevance.
Action Steps:
Regularly update your GBP with posts, promotions, and photos.
Ensure your primary images and business descriptions are compelling.
Utilize Google Q&A to provide helpful responses.
6. Citation Signals (7%)
Citations—listings of your business across directories—help establish trust and credibility.
Key Factors:
NAP Consistency – Your Name, Address, and Phone Number (NAP) should be uniform across all directories.
Action Steps:
Audit and fix inconsistent NAP details across directories.
List your business on authoritative directories like Yelp, Bing Places, and Apple Maps.
Use BrightLocal or Yext to manage citations efficiently.
7. Personalization (6%)
Google personalizes results based on user behavior, search history, and location.
Key Factors:
User-Specific Factors – Users will see businesses they interact with more frequently in search results.
Action Steps:
Encourage customers to visit your profile frequently.
Utilize Google Ads retargeting to keep your business top-of-mind.
Build email and social media engagement to increase branded searches.
Final Thoughts
Improving your Google Business Profile ranking isn’t about focusing on one element—it requires a well-rounded approach. By optimizing your GBP, website, reviews, backlinks, and citations while improving engagement signals, you can significantly increase your visibility in local search results.
Local SEO: The Importance of Responding to Google Reviews
In today’s digital landscape, online reviews have become a cornerstone of consumer decision-making. For local businesses, Google Reviews not only influence potential customers but also play a pivotal role in local search engine optimization (SEO).
Engaging with these reviews—both positive and negative—can significantly enhance a business’s online visibility and credibility.
The Role of Google Reviews in Local SEO
Google’s algorithms consider various factors when determining local search rankings, and customer reviews are among the most influential. Responding to Google reviews has a plethora of benefits. For the consumers benefit as well as Google’s algorithm. According to a study highlighted by Bird Marketing, reviews account for approximately 15.44% of the ranking factors for local SEO. This underscores that businesses with a higher volume of positive reviews are more likely to appear prominently in local search results. (bird.marketing)
Moreover, Google itself emphasizes the importance of reviews.
The Google Business Profile support page advises businesses to interact with customers by responding to reviews, stating that such engagement demonstrates value for customer feedback and can improve business visibility. (support.google.com)
Benefits of Responding to Google Reviews
Enhanced Visibility Active engagement with reviews signals to Google that your business is responsive and customer-focused, which can positively influence local search rankings.
Building Trust and Credibility Responding to reviews, especially negative ones, shows potential customers that you value feedback and are committed to addressing concerns. This transparency fosters trust and can sway undecided consumers in your favor.
Encouraging More Reviews When customers see that a business takes the time to respond to feedback, they are more inclined to share their own experiences, leading to an increased number of reviews and a more robust online presence.
Best Practices for Responding to Reviews
Timeliness Aim to respond to reviews promptly. A swift response indicates attentiveness and dedication to customer satisfaction.
Personalization Address reviewers by their names and reference specific points they made. This personal touch shows genuine engagement.
Professionalism Maintain a courteous and professional tone, even when addressing negative feedback. Avoid defensive or confrontational language.
Actionable Solutions For negative reviews, offer solutions or steps to rectify the issue. This demonstrates a commitment to continuous improvement and customer care.
The Impact of Review Engagement on Business Performance
Engaging with reviews doesn’t just enhance online visibility; it also has tangible effects on a business’s bottom line. A study cited by Chatmeter revealed that hotels responding to reviews experienced a 12% increase in review volume and a 0.12-star rating boost.
This correlation suggests that active review management can lead to improved customer perception and increased patronage. (chatmeter.com)
Furthermore, the Harvard Business Review found that a one-star increase in a Yelp rating can lead to a 5-9% increase in revenue. While this statistic pertains to Yelp, it underscores the broader principle that higher ratings and proactive engagement can directly influence consumer behavior and, consequently, business performance.
Case Study: How a Local Dental Practice Boosted Visibility & Revenue Through Review Engagement
Background: A mid-sized dental practice in Austin, Texas, was struggling to attract new patients despite having a well-optimized website. Upon conducting an audit of their online presence, it was revealed that while the practice had over 100 Google Reviews, they had never responded to any of them. Thus began their journey of responding to Google Reviews timely and often.
Action Plan: The practice implemented a structured review response strategy:
They began responding to every new review within 24 hours.
Negative reviews were handled professionally, offering patients the opportunity to resolve concerns offline.
Positive reviews were acknowledged with gratitude and personalized responses.
They encouraged satisfied patients to leave reviews via follow-up emails.
Results (Over 6 Months):
Google Business Profile rankings improved from #9 to #3 for key local search terms like “best dentist in Austin”.
Review volume increased by 35%, as more patients left reviews after seeing the practice engage with existing ones.
Click-through rate (CTR) on Google Business Profile increased by 42%, leading to more appointment bookings.
Revenue grew by 18%, attributed to a steady influx of new patients from local searches.
This case study highlights how active engagement with reviews can improve search rankings, boost customer trust, and drive measurable business growth.
Implementing an Effective Review Response Strategy
To harness the benefits of review engagement:
Monitor Reviews Regularly Utilize tools or assign team members to keep track of new reviews across platforms. Regular monitoring ensures timely responses and helps in identifying recurring feedback themes.
Develop Response Templates While personalization is key, having basic templates can ensure consistency in tone and structure, making the response process more efficient.
Empower Your Team Train staff on the importance of reviews and equip them with the skills to respond appropriately. Empowered employees can act swiftly and effectively in managing customer feedback.
Encourage Customer Feedback Proactively ask satisfied customers to leave reviews. Positive feedback not only boosts ratings but also balances out occasional negative reviews.
Key Takeaway
In the realm of local SEO, responding to Google Reviews is more than a courtesy—it’s a strategic imperative.
By actively engaging with customer feedback, businesses can enhance their online visibility, build trust, and drive growth. In an era where consumers heavily rely on online reviews, your responsiveness can set you apart from the competition and position your business for sustained success.
Understanding Google Search Volatility: What It Means for Your Business
In the dynamic world of digital marketing, change is the only constant—especially when it comes to Google’s search algorithm. Businesses relying on organic search traffic know how crucial it is to stay ahead of updates, fluctuations, and trends in Google’s search behavior. At Harris & Ward, we’re committed to helping our clients navigate these changes effectively.
If you’ve been noticing recent fluctuations in your website’s rankings, you’re not alone. Google search volatility has been a hot topic in the SEO community, with many marketers turning to tools like SEMrush to track and analyze these shifts.
What is Google Search Volatility?
Google search volatility refers to the measurable fluctuations in search rankings across various industries and keywords. This volatility often signals an algorithm update, either planned or unannounced. These updates can reshape search engine results pages (SERPs), leading to significant gains or losses in visibility for businesses.
The Current State of Search Volatility
According to recent data from SEMrush’s Sensor tool, the level of volatility in Google’s search results is unusually high. Below is a screenshot showcasing the latest trends:
This spike in activity could indicate algorithm updates, seasonal trends, or even a shift in user search behavior. Regardless of the cause, businesses must adapt their strategies to maintain or improve their online visibility.
Key Causes of Google Search Volatility
Algorithm Updates: Google’s regular algorithm updates—from broad core updates to niche adjustments—often result in volatility. Recent updates have focused on content quality, site performance, and user experience.
Seasonality: Search trends can fluctuate based on the time of year. For example, the holiday shopping season typically sees increased competition for retail-related keywords.
Competitor Activity: Changes in a competitor’s SEO strategy—such as launching new content or earning high-quality backlinks—can also contribute to shifts in rankings.
Google’s Testing: Google frequently experiments with new features, layouts, and ranking signals, which can temporarily impact search results.
Why Search Volatility Matters for Your Business
Search volatility isn’t just a number on a graph; it has real-world implications for businesses:
Traffic Fluctuations: Rankings changes can lead to sudden drops or surges in website traffic.
Revenue Impact: For e-commerce businesses, even slight ranking drops can translate to significant revenue losses.
Content Strategy Adjustments: Volatility may signal the need to revisit and optimize your content.
How to Respond to Search Volatility
Monitor Your Rankings: Use tools like SEMrush, Ahrefs, or Google Search Console to track changes in your rankings. Understanding what’s happening is the first step toward addressing it.
Focus on High-Quality Content: Google’s updates consistently prioritize content that is relevant, authoritative, and user-focused. Regularly update your website with fresh, valuable content.
Improve Site Performance: Page speed, mobile-friendliness, and overall usability are critical ranking factors. Ensure your website meets Google’s performance standards.
Diversify Your Traffic Sources: Relying solely on organic traffic is risky during periods of high volatility. Invest in paid ads, email marketing, and social media to balance your traffic.
Leverage Local SEO: If your business serves a local audience, prioritize local SEO strategies. Optimize your Google Business Profile, build local citations, and encourage customer reviews.
Insights from Industry Experts
To provide further context, we’ve gathered insights from SEO industry leaders:
Marie Haynes notes that content quality and expertise are becoming increasingly critical ranking factors.
Barry Schwartz emphasizes the importance of staying agile during algorithm updates and using historical data to identify patterns.
John Mueller (Google): Recommends focusing on long-term SEO strategies rather than reacting impulsively to short-term ranking changes.
Tools to Track Search Volatility
SEMrush Sensor: Tracks daily SERP fluctuations across industries and provides a volatility score.
MozCast: Visualizes Google algorithm activity and highlights potential updates.
Rank Ranger: Offers in-depth insights into ranking shifts and helps identify trends.
Google Search Console: Provides direct data from Google about your website’s performance in search results.
Proactive Strategies for 2025
As we look ahead, staying proactive is essential. Here are some strategies to future-proof your SEO:
E-A-T (Expertise, Authority, Trust): Build your website’s credibility by showcasing expert content and earning high-quality backlinks.
Core Web Vitals: Ensure your website passes Google’s metrics for loading, interactivity, and visual stability.
AI-Driven Optimization: Use AI tools like ChatGPT to enhance content creation and keyword targeting.
Voice Search Optimization: Adapt your content for conversational queries to capture voice search traffic.
Harris & Ward’s Approach to Navigating Volatility
At Harris & Ward, we’re no strangers to the challenges of search volatility. Here’s how we help our clients thrive:
Data-Driven Analysis: We use tools like SEMrush to identify patterns and opportunities.
Custom SEO Strategies: Our tailored plans ensure that your website remains competitive.
Content Excellence: We prioritize creating high-quality, optimized content.
Transparent Communication: We keep our clients informed about changes and recommended actions.
Conclusion
Google search volatility is an inevitable part of digital marketing, but it doesn’t have to derail your business. By staying informed, investing in quality strategies, and partnering with experts like Harris & Ward, you can turn volatility into opportunity. If you’re ready to secure your online presence and drive results, schedule a complimentary strategy call with us today.
Mastering Dental Ads: Fun Examples and Top Platforms for Dentist Advertising Success
In today’s competitive dental market, standing out is key to growing your patient base. While word of mouth still holds value, the digital and physical advertising world is where dental practices truly shine. Whether it’s a sharp dental ad on Google, a cleverly crafted dentist ad on Meta (formerly Facebook), or even community engagement via direct mail, modern dental advertising is full of creative possibilities. So, let’s dive into the wild world of dental advertising agencies, innovative ad campaigns, and the platforms that can help take your practice to the next level!
Why Dental Ads Matter More Than Ever
In an era where patients have endless choices for healthcare providers, dental advertising has become essential. Gone are the days of just relying on a yellow pages listing or signage in front of your practice. Today, savvy dentists use ads to:
Attract new patients: Targeted ads on platforms like Google and Meta make it easier to reach those actively seeking dental care.
Build brand recognition: With ads across multiple platforms, you can ensure your practice is top-of-mind when someone is searching for a dentist.
Promote special offers: Want to fill gaps in your schedule or promote a new service? Dental ads give you an immediate reach to spread the word.
Example:
Dr. Smiles, a pediatric dentist in Chicago, created a playful video ad on Meta showing kids conquering their fear of the dentist. The ad featured colorful graphics and catchy music, helping the practice go viral in the local community. The result? A 20% increase in patient inquiries within a month!
Platforms You Should Be Using for Your Dental Advertising
Google Ads: The Search Engine Powerhouse
When people search for a “dentist near me” or “teeth whitening,” your practice needs to show up. That’s where Google Ads come in.
Google Ads allow dentists to target potential patients by geographic location, age, and even their search behavior. With pay-per-click (PPC) ads, you’re only paying when someone clicks on your ad, making it a cost-effective way to grow your practice. You can also set up Google Display Ads that show visually appealing ads across a wide network of websites.
Fun Tip:
Include a call to action like “Book today for a free consultation!” to encourage clicks.
Example:
Dr. Clean Teeth ran a Google Ad campaign targeting “emergency dental services” in his city. He noticed a significant uptick in patients needing urgent care, and his practice saw a 30% increase in new emergency appointments.
Meta Ads (Facebook & Instagram)
Meta’s advanced targeting allows you to reach potential patients based on demographics like age, interests, and location, making it an excellent platform for dental ads. Creating visual or video content helps grab attention, especially on Instagram. A compelling dentist ad can be as simple as a before-and-after photo of a patient’s smile after whitening or orthodontic treatment.
Fun Tip:
Try using Facebook polls or Instagram stories to engage with your audience. A question like “When was the last time you had a dental cleaning?” can get people thinking about their next appointment.
Example:
A dentist in New York City used Instagram Stories ads to show short videos of teeth cleaning processes. Paired with a fun “Swipe Up to book!” feature, they saw a 25% increase in hygiene appointment bookings.
Thinking Outside the Box: Direct Mail & Community Ads
Direct Mail: Going Old School
Don’t underestimate the power of a well-designed postcard in the mailbox. Direct mail advertising can target specific neighborhoods or demographics, ensuring that the right people are seeing your ad. While it might seem outdated, direct mail still resonates, especially when paired with a limited-time offer or an engaging visual.
Fun Tip:
Design your direct mail ads to be interactive! Include a cut-out coupon or an appointment reminder magnet for the fridge to keep your practice top-of-mind.
Example:
Smile Town Dental sent out postcards to local families, offering $50 off their first visit. They included fun dental facts for kids and a removable sticker that said, “I Love My Dentist!” They saw a 15% increase in new patient appointments in the following months.
Community Engagement: Building Trust Locally
Beyond online platforms, sponsoring local events, youth sports teams, or health fairs is a great way to engage with your community. These types of ads build your brand’s reputation and trustworthiness.
Fun Tip:
Sponsor a local “smile booth” at community events where attendees can take pictures with fun dental props, which also gets shared on social media!
Example:
Happy Smile Dentistry sponsored a local 5K, providing free dental kits and a branded water station. They also hosted a social media contest where participants could win a free teeth-whitening session by posting race-day photos with the hashtag #HappySmile5K.
Working with a Dental Advertising Agency
Many dental practices opt to work with a dental advertising agency to take their marketing efforts to the next level. These agencies specialize in creating targeted campaigns, managing ads, and optimizing performance. Working with experts saves time and can lead to better results.
A dental advertising agency can handle all the heavy lifting—from creating eye-catching Google and Meta ads to designing direct mail campaigns that convert. They can also provide analytics, helping you adjust strategies for even greater success.
Example:
Bright Smiles Dental worked with a dental advertising agency to create a robust cross-platform ad strategy. Their agency ran Google Ads targeting patients searching for cosmetic dental services while simultaneously running video ads on Meta. The result? Their cosmetic services doubled in appointments within six months.
How to Create Effective Dental Ads
Creating effective dental ads is a combination of targeting the right audience, crafting engaging content, and optimizing for the platform. Here’s how to make sure your ads stand out:
Clear Call to Action: Every ad should tell the viewer what to do next. Whether it’s “Book Now,” “Schedule Your Free Consultation,” or “Learn More,” a clear call to action is key.
Engaging Visuals: Use high-quality photos or videos to grab attention. Consider showing before-and-after shots or patient testimonials to make your ad feel personal.
Compelling Offers: Special offers like discounts on first-time visits or free consultations can motivate people to act.
Example:
A pediatric dentist in California ran a series of Google Ads with a unique selling proposition: “Kids under 3 get their first dental visit for free!” Paired with engaging visuals of smiling children, these ads resulted in dozens of new patient appointments every week.
Conclusion: A Multi-Platform Approach to Dental Success
There’s no one-size-fits-all when it comes to dental advertising. Successful practices use a combination of platforms, including Google Ads, Meta, direct mail, and community engagement to reach their audience. Whether you’re creating fun and engaging content for social media or relying on a dental advertising agency to optimize your campaigns, the key is to diversify and measure success to maximize your return on investment.
Call to Action:
Need help creating dental ads that convert? Contact us today for a complimentary strategy call and let us help grow your practice with a multi-platform approach tailored to your goals!
Local SEO: Unlocking the Full Potential of Your Google Business Profile
As a seasoned marketer specializing in digital arenas, I’ve seen the profound impact that a well-optimized Google Business Profile can have on local businesses. It’s more than just adding your address; it involves strategically populating every relevant field to enhance your visibility and ranking on Google. Today, I want to explore how enriching your Business Profile can transform your local SEO efforts.
The Importance of Comprehensive Data Entry
The core of enhancing your Google Business Profile lies in the completeness of the information you provide. A fully detailed profile does more than inform potential customers—it significantly increases your chances of ranking higher in search results. As noted by SEO expert Miriam Ellis, certain fields on your profile weigh more heavily than others when it comes to improving your local search ranking.
Key Fields That Impact Your Local SEO
Office Hours: It may surprise some, but your listed office hours can affect your search visibility. Studies have shown that businesses might experience a drop in ranking when they are closed. This implies that indicating your operating hours not only helps customers know when to visit or call but also stabilizes your visibility during off hours.
Reviews: Customer reviews are the lifeblood of local SEO. The quantity, quality, and recency of reviews all play critical roles. A higher overall star rating and a steady influx of positive reviews enhance trust and encourage more customer interactions. Furthermore, how quickly you garner reviews (“review velocity”) can signal to Google the current relevance and popularity of your business.
Attributes: Adding specific attributes that describe additional offerings can be a game changer. For instance, attributes like “Offers online appointments” or “Provides onsite services” cater to the growing demand for convenience and personalized service, making your business stand out in local searches.
Services: Google allows you to list services you provide directly on your profile. I recommend adding all relevant services suggested by Google and considering the addition of custom services unique to your business. This not only aids in matching user queries more effectively but also positions your profile as comprehensive and detailed.
Products: For businesses that sell products, integrating with Google’s Merchant Center enables your products to appear in rich search results, enhancing visibility and potentially boosting sales directly from the search page.
Additional Insights
While you can’t directly set “popular times,” this automatically generated data by Google is worth understanding. It reflects the foot traffic of your business and is particularly relevant if you operate a physical location like a restaurant or retail store. This information can help potential customers decide when to visit and can indirectly influence your profile’s attractiveness.
Strategic Advice for Business Owners
When optimizing your Google Business Profile, it’s crucial to only include accurate and relevant information. This integrity not only respects the intelligence of your customers but also aligns with Google’s guidelines, which can favor your business with better rankings and more positive interactions.
Remember, successful local SEO is about making a series of informed decisions. While there’s always an element of unpredictability in how rankings fluctuate, a thorough and honest approach to your Business Profile can set you up for sustained visibility and growth.
In conclusion, optimizing your Google Business Profile is not just a task—it’s a strategic endeavor that requires attention to detail and an understanding of what makes your business unique. Harness the power of each field to tell your compelling story, meet customer needs, and climb the ranks in local search results. It’s a journey of good decisions, smart data usage, and sometimes, a bit of luck.
Recent Comments