Your Google Business Profile (GBP) is essential in driving local business in the UK, especially in today’s increasingly digital world. With over 90% of UK consumers searching for businesses online before making a purchasing decision, the visibility of your Google Business Profile can make or break your company’s success. If your Google Business Profile isn’t ranking, you’re taking advantage of a valuable opportunity to attract new customers.
While GBP is a powerful tool for increasing local visibility, more than setting up a profile is needed. Several critical factors can affect how well your profile ranks in local search results, and many businesses need to optimise their profiles effectively. Whether it’s incomplete information, a lack of relevant keywords, or low engagement, these issues can prevent your business from showing up when potential customers search for your services.
This blog post will discuss five key factors to consider to improve your GBP ranking. If your Google Business Profile isn’t ranked higher than it should, you could be falling short in these areas. By addressing these issues, you’ll be better positioned to increase your visibility, attract more customers, and ultimately grow your business. And if you need professional assistance, I’m here to help you optimise your GBP for maximum impact.
Factor 1. Incomplete or Inaccurate Business Information
Explanation
One of the most common reasons your Google Business Profile isn’t ranking is incomplete or inaccurate business information. Google aims to provide users with the most reliable and relevant search results, so if your business details need to be corrected or added, Google’s algorithm will penalise your profile, making it less likely to appear in search results.
In the UK, businesses with inconsistent NAP (name, address, phone number) information often need help to rank well. Even minor discrepancies like using “St.” instead of “Street” or an outdated phone number can confuse both Google and potential customers. When customers receive conflicting information, such as an incorrect address, it undermines trust and can drive potential business away. This is especially crucial in a country like the UK, where local companies rely heavily on word-of-mouth and local credibility.
Not only does this affect how Google views your profile, but inaccurate information can lead to missed opportunities and frustrated customers. Imagine a customer searching for your business, arriving at an incorrect address, or calling an outdated phone number. Not only is this frustrating for them, but it’s also a missed sale for you. Ensuring all your information is correct, complete, and up-to-date is critical to improving your GBP rankings.
Solution
To solve this problem, you must thoroughly audit your Google Business Profile and ensure that every piece of information is accurate and consistent across all platforms. This includes your business name, address, phone number, website, and business hours. Consistency is key. For example, suppose your business name is listed as “John’s Plumbing Services Ltd.” on your GBP. It should be the same across all other online platforms, from your website to third-party directories.
Another crucial step is verifying your business with Google. When you verify your business, you sign to Google that your profile is legitimate and trustworthy. Your profile can rank with this verification because Google cannot confirm your business’s authenticity. By taking these steps, you can ensure your profile appears when local customers search for businesses like yours. If your Google Business Profile isn’t ranking, correcting your business information should be your first step in resolving the issue.
Factor 2. Lack of Relevant Keywords
Explanation
The need for more relevant keywords is another major factor in why your Google Business for Morefile isn’t ranking. Many UK businesses need to recognise the importance of keyword optimisation in their GBP. Keywords help Google understand what your company does. With them, Google may know when to display your profile in local search results.
In local search, relevance is everything. Imagine a customer in Birmingham searching for “roofing services in Birmingham.” Suppose your Google Business Profile doesn’t include this phrase or relevant keywords. In that case, even if you provide those services, Google may not display your business. Many UK businesses make the mistake of leaving their GBP descriptions too vague or generic, assuming that Google will figure out what they do. However, with the right keywords, your profile may reach the customers who need your services.
UK businesses operating in competitive markets, such as London, Manchester, or Glasgow, must be especially mindful of their keyword strategies. These densely populated areas often have fierce local competition, and the businesses that rank well are the ones that optimise their profiles with the right keywords. Suppose your Google Business Profile needs to be ranked. In that case, it’s worth reviewing your keyword strategy to see if you need this essential ranking factor.
Solution
Conducting keyword research is a must for optimising your GBP. Several free and paid tools are available online to help you identify the keywords your target customers use to search for businesses like yours. By understanding the specific terms people use in your local area, you can craft a keyword strategy that boosts your visibility in local search results.
Once you’ve identified the most relevant keywords, incorporate them naturally throughout your profile. This includes your business description, posts, services, and photo captions. For example, if you’re a dentist in Leeds, include keywords like “dental services in Leeds” or “Leeds emergency dentist” in your profile description. However, be cautious of keyword stuffing—Google’s algorithm penalises profiles that overuse keywords, so using them naturally and relevantly is essential.
In addition to using the right keywords, select the correct business category and subcategories. Google allows you to choose a primary category that defines your business and additional subcategories that can further specify your services. Choosing the wrong category or leaving this section blank can affect your rankings. Suppose your Google Business Profile needs to be ranked. In that case, refining your keyword strategy and business category should be high on your list of priorities.
Factor 3. Low Engagement and Activity on Your Profile
Explanation
If your Google Business Profile is ranked higher than you’d like, a lack of engagement and activity on your profile could be part of the problem. Google rewards profiles that are active, regularly updated, and engaged with customers. On the other hand, inactive profiles are often pushed lower in search results as Google sees them as less relevant and less trustworthy.
In the UK, where customer engagement plays a significant role in local business success, keeping your GBP active is essential. Regularly updating your profile with posts, photos, and events shows Google that your business is alive and well. More importantly, it signals potential customers that you’re a dynamic business that actively engages with its community. Whether promoting a seasonal offer, sharing news about your business, or posting updates on new services, keeping your profile fresh can give you a competitive edge.
Google Business Profile posts are similar to social media updates, allowing you to share news, promotions, events, and product updates directly on your profile. These updates appear in search results, giving potential customers more reasons to click on your business. If your Google Business Profile isn’t ranking, it could be because you’re not using these engagement tools fully.
Solution
To increase engagement and boost your ranking, post regularly on your Google Business Profile. This could include updates about your business, promotions, or even behind-the-scenes content. Many UK businesses see an improvement in their rankings simply by increasing the frequency of their updates. For instance, posting about local events or offering seasonal promotions can help keep your profile relevant and increase customer interaction.
Additionally, it would help if you were actively responding to customer reviews. Google values businesses that engage with their customers, especially regarding reviews. By responding to positive and negative feedback, you show potential customers that you care about their experiences and are willing to go the extra mile to ensure satisfaction. Responding to negative reviews professionally can enhance your reputation and improve your rankings. Suppose your Google Business Profile needs to be ranked. In that case, low engagement might be the cause, and ramping up your activity is an easy way to improve it.
Factor 4. Inconsistent Reviews and Ratings
Explanation
Customer reviews are a critical ranking factor for Google Business Profiles. If your Google Business Profile isn’t ranking well, it could be due to a lack of positive reviews or inconsistent ratings. In the UK, online reviews are critical in influencing customer behaviour. Research shows that 90% of UK consumers read online reviews before deciding to visit a business, and most trust reviews as much as personal recommendations.
Google’s algorithm considers reviews’ quantity and quality when determining where to rank your business. Profiles with a higher number of positive, recent reviews are more likely to appear in top search results. Conversely, profiles with few reviews or many negative reviews can be penalised and pushed down in rankings. UK businesses that rely heavily on local foot traffic, such as cafes, retail shops, or salons, must prioritise collecting and managing their online reviews to rank higher in local searches.
Solution
To improve your Google Business Profile rankings, it’s crucial to encourage satisfied customers to leave reviews actively. This can be done through follow-up emails, in-store signage, or asking customers directly after a positive transaction. Make it easy for customers by providing a direct link to your review page on Google. Many UK businesses find that asking for reviews at the right moment—when a customer is most satisfied with your service—can significantly increase the number of reviews you receive.
Consistency is vital when it comes to reviews. A sudden surge of reviews followed by months of inactivity can hurt your ranking. Instead, aim for a steady flow of reviews over time. This shows Google that your business is consistently providing a good customer experience. Additionally, make sure to respond to all positive and negative reviews. Responding professionally to negative reviews can help mitigate their impact and show both Google and future customers that you.
Take customer satisfaction seriously. Generating consistent, positive reviews can significantly improve your position if your Google Business Profile isn’t ranking.
Factor 5. Lack of Citations and Backlinks
Explanation
Citations and backlinks are crucial external ranking factors that significantly impact how well your Google Business Profile ranks in local searches. A citation is any online mention of your business’s NAP information on external websites, while a backlink is when another website links back to your business’s website. Suppose your Google Business Profile needs to be ranked. In that case, you may need external signals demonstrating your business’s relevance and trustworthiness.
Businesses with solid citation and backlink profiles in the UK tend to rank higher in local search results. Citations from trusted local business directories, such as Yell, Yelp, or Thomson Local, signal to Google that your business is legitimate and well-established within your local community. Similarly, backlinks from authoritative UK websites, such as local news outlets or industry blogs, further improve your website’s authority, boosting your GBP rankings.
Solution
To improve your citation and backlink profile, ensure your business is listed in all relevant UK business directories. These can include national directories, industry-specific listings, and local publications. Ensure your NAP information is consistent across all these platforms, as any discrepancies can hurt your ranking. Being listed on platforms like Yell, Yelp, and Thomson Local for UK businesses can provide valuable citations that improve your local SEO.
Additionally, build quality backlinks by partnering with other local businesses, engaging in cross-promotion, or sponsoring community events. For example, if you’re a restaurant owner, you could partner with local food bloggers to get featured in their articles, including backlinks to your website. Similarly, suppose your business is mentioned in a local news article or featured in a business round-up. In that case, these links can significantly boost your Google ranking. You are focusing on citations and backlines to be ranked to climb the rankings if your Google Business Profile needs to be ranked.
Call to Action: Get Professional Help to Boost Your Rankings
Improving your Google Business Profile ranking can be time-consuming and complex, especially when running a busy business. If your Google Business Profile isn’t ranking despite your best efforts, consider professional help. Our team of experts specialises in GBP optimisation and can conduct a thorough audit of your profile to identify and correct any issues holding you back.
From optimising your keywords and updating your business information to managing reviews and building citations, we’ll take care of everything to ensure your business gets the visibility it deserves. Don’t leave your rankings to chance—contact us today to learn how we can help your business grow.
Conclusion
Optimising your Google Business Profile for better rankings in local search results is crucial for any business looking to attract more customers. Suppose your Google Business Profile needs to be ranked. In that case, it’s essential to address the key factors that affect visibility, including complete business information, relevant keywords, engagement, reviews, citations, and backlinks. By auditing and improving these aspects, you’ll position your business for more tremendous success.
However, if you need help with any of these steps, seeking professional assistance can save you time and ensure your profile is optimised for maximum results. Don’t wait for your competitors to outshine you in local search—take action today and boost your Google Business Profile rankings.
