There is a lot of information on the internet about how to grow your Google Business profile audience and boost your local SEO. Today we’ll break down one of the key aspects of how your Google Business profile gets placed in search engine result pages (SERPs) and how you can improve your chances of showing up in those results.
Most of us understand the basics of Google search results:
- Google has indexed billions of websites, creating a filing system of sorts (that only Google understands).
- The user types keywords or a question into the search bar.
- Google runs to the proverbial file cabinet, pulls out some websites it thinks the user is looking for, and provides them as a list.
What is less commonly talked about is the concept of search intent. In that third step listed above, Google assumes the user’s search intent and uses this to help decide what results will be served.
Understanding Google’s Search Intent
Search intent is usually one of these four categories: informational, navigational, commercial, and transactional.
This assessment of the keyword “Birthday Cake” shows how the way it’s typed into the search bar can alter Google’s impression of the search intent.
- Birthday Cake is informational. The user probably wants general info or an answer to a question.
- For birthday cakes (plural), we assume they have commercial intent and want to investigate different brands or services.
- Birthday cake near me becomes transactional. Now, the user is likely looking to purchase a birthday cake since they are looking for options nearby.
How Does Search Intent Grow My Google Business Profile Audience?
Search intent matters because this impacts what Google puts forward in the response to the search inquiry.
In a recent presentation by Moz, a widely recognized authority on SEO, research demonstrated that Google is more likely to categorize a local search as transactional. In the “birthday cake near me” example, Google assumes the user wants to find a business to buy that birthday cake right now.
Google will respond by serving “local packs” of Google Business listings so that users can quickly contact a business. In short, transactional search intent is more likely to show Google Business listings than average SERPs.
Source: Moz.com blog
How does this impact your SEO strategy?
The takeaway is that your Google Business listing is more likely to be shown in a transactional search intent, so it needs to be in tip-top shape. These local packs of business listings will appear above the list of websites in SERPs and may be your best shot at attracting a customer with transactional intent.
You want Google to know you’re creating a fantastic customer journey for the user’s intended transaction, so Google will determine that your listing is a top option for that search.
Then, you want to follow through with that great journey to help the user convert into a customer.
How To Grow Your Google Business Profile Audience:
- Write strategic and thoughtful content for every part of your Google Business Profile.
- Use keywords as much as possible (while still being human).
- Post your products and services on your profile. Google has special places to add this – don’t skip it!
- Ensure your address, phone number, hours of operation, etc are all current.
- Update your holiday hours!
- Add fresh content regularly.
- Add images.
Do you remember the old Showtime Rotisserie tagline? “Set it, and forget it!” It’s catchy – but, unfortunately, it does not apply to SEO.
SEO is a long game. We continue to update and optimize over time.
If you need help with your SEO, reach out and send us a message. We’d love to help you thought partner on this, or just take Local SEO off your hands completely!
