How I Know It’s Time To Audit My Google Business Profile

5 Key Moments a GBP Audit Hits the Spot

For most businesses in 2024, online footprint is as critical as physical presence.

One of the cornerstones of that digital presence is your Google Business Profile (GBP), a tool that, when leveraged correctly, can significantly enhance your visibility and attractiveness to potential customers.

Having worked directly with small businesses for the last 20 years (yes, before GBP was even a thing), I can tell you that today many of them do not leverage it correctly.

Creating a GBP is only the beginning. The digital world is in constant flux, and what may have been effective yesterday could very well be obsolete tomorrow.

Auditing can be a great way to keep your GBP optimized and appealing.

Here, we outline five crucial moments in your business journey when an audit could be particularly impactful, and put together a free GBP audit checklist to guide you further.

#1: When You Recognize Stagnant Growth

Identifying when your business’s growth has plateaued is crucial for taking timely corrective actions. You’ve likely hit a standstill if you’re not seeing improvements in your online visibility, despite your best efforts in digital marketing.

The key to breaking out of this rut lies in leveraging local SEO. You’ve got to be online AND be findable by your target audience in your local area. If your Google Business Profile isn’t optimized for local SEO, you’re missing a golden opportunity to enhance your visibility.

Regularly updating your profile, incorporating relevant keywords, and engaging with customer reviews can significantly boost your online presence.

Don’t let your business’s potential stagnate. Embrace local SEO strategies to ensure you’re not only seen but also chosen by potential customers.

#2: Following Significant Changes

To stay ahead in the ever-evolving digital landscape, you must regularly monitor and update your Google Business Profile, responding promptly to any changes or customer interactions.

The Google Business Profile formerly required a straightforward verification process, but as it evolves, so do the steps you need to take. It’s crucial to consistently update your business’s hours, especially during holidays, to avoid any customer confusion. Also, ensure your address is verified using the exact same format to boost local search visibility.

Don’t hesitate to seek professional assistance to navigate these changes effectively. By keeping your profile up-to-date, you’re not just maintaining accuracy; you’re enhancing your business’s online presence and engagement with your audience.

#3: Receiving Negative Feedback

Negative feedback should be treated as an opportunity for growth.

First, it’s important to address any negative feedback you receive with urgency and care:

• Acknowledge quickly. It shows you’re attentive and builds trust with current and potential customers
• Respond professionally. This demonstrates commitment to customer satisfaction and highlights your business’s values
• Offer solutions. Indicates willingness to improve and encourages customer retention

Then, an audit following feedback can help refine your GBP to better meet customer expectations. Addressing concerns and updating your profile accordingly demonstrates commitment to customer satisfaction, turning potential negatives into positives.

#4: Preparing for Expansion

Before expanding your business, a GBP audit can lay the groundwork for successful market entry.

Ensuring your profile is optimized for new locations and services can significantly boost your visibility in untapped markets. It’s essential to claim your business on Google to ensure you’re the one controlling your narrative. Being visible in the local pack can significantly enhance your visibility in new areas.

An updated, engaging GBP becomes a valuable tool in attracting new customers during expansion.

#5: As Digital Strategies Evolve

The digital landscape is constantly changing, and so should your marketing strategies.

Business owners have to understand that the effectiveness of their online strategies yesterday might not hold the same weight today or tomorrow.

This is where the importance of a regular GBP audit shines brightest.

Through consistent auditing, you can ensure your Google Business Profile accurately mirrors the latest in your business offerings, operational changes, and customer engagement strategies. Your GBP will give you real-time data and insights to better connect with your target audience, letting you maintain relevance and give you a competitive edge.

This proactive adjustment, informed by regular audits, can help put you in front and keep you there.

Failing to update your digital strategies can leave you behind. Having a profile isn’t enough. You have to have a profile that’s actively managed so it will stand out in the crowded online marketplace.

Maximizing Your Digital Footprint: The Importance of Timely GBP Audits

For most businesses in 2024, online footprint is as critical as physical presence. It’s nearly non-negotiable.

Reflecting on these pivotal moments, it’s clear that the path of business ownership requires vigilance and adaptability. And each of these moments also underscores the importance and impact of an optimized Google Business Profile.

There’s more to it than simply keeping your profile up-to-date, you have to proactively manage your online presence to align with your business goals and the perception and expectations of customers. Consistently auditing your GBP can play a major role in doing that.

Take Control of Your Online Presence

Don’t let the potential of your Google Business Profile go untapped.

Whether you’re encountering any of the situations described above, or simply looking to stay ahead in the digital game, an audit can set you on the right course.

You can do a quick self-audit anytime with this free Google Business Profile Audit Checklist or you could opt to have a professional to do it for you and audit your online presence.

If you’re looking for a deeper understanding and strategic insights, this free The Complete 2024 Business Owner’s Guide to Google Business Profile goes much further into optimizing GBP for business growth. Use it to build a strong online presence and connect with your target audience more effectively.

Key Takeaways

1. Audit during stagnant growth periods to revitalize your online visibility with targeted local SEO strategies.

2. Following significant business changes, ensure your GBP reflects the most current information to maintain customer trust.

3. Negative feedback is a call to action, not just for reputation management but as an opportunity for improvement and engagement.

4. Before expanding your business, a GBP audit can provide insights into new markets and enhance visibility in uncharted territories.

5. Regularly update your digital strategies to keep up with the shifting online landscape and customer behavior trends.