Understanding Google Business Profile Optimization Strategy and Algorithm

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Recently, I had the opportunity to discuss Google Business Profile optimization strategy with an SEO industry professional. The interesting question was how Google's algorithm impacts and affects Google Business Profile in terms of optimization and strategy.

In general, Google has multiple search algorithms working together to provide the best results. The following are some key points:

  1. Complete Business Profile on Google by uploading your logo, cover photo, business photos, adding your services, adding your products, providing your hours, and specifying your opening date.
  2. Keywords: Your primary keywords should be incorporated into your GBP (Google Business Profile) listing's primary and secondary categories, description, responses to reviews, as well as your services and products.
  3. Radius: Google's algorithm considers the distance between the searcher and your business when suggesting results.
  4. Reviews & Replies: The number of positive and negative reviews you receive is important, and you should respond to them promptly..
  5. Active: Keep your business profile active by updating Google posts, images, and replying to reviews.
  6. Search citation (Backlinks): Generate search citations by updating your business information on local business directory sites and other business listing platforms.
  7. URL:Your website URL should be connected to your Google business profile.
  8. Content:Your website content and important keywords should be bold or highlighted.

Key Thoughts:

Google is now working to determine how useful a business is for people who are locally searching for that type of business. Depending on how complete a business's Google Business Profile is and how useful that information is, Google will determine whether there is a local person searching for that business. Google has already started to build a profile to determine if a business would be suitable for that customer, so Google has configured certain businesses to have prominence in its algorithm.

Google is only interested in providing the best business to a person who is near and searching for that type of business. Google looks at three particular things when a customer puts their information into Google Maps or Google Search:

  • How close the searcher is to the business.
  • What the person wants from that search, known as search intent.
  • Who is the best authority nearby, taking into account proximity and prominence.

Two Main Algorithm:
Google Possum Algorithm was launched in September 2016:

  •     Aims to filter out similar listings, reduce spammy listings, and provide more diverse local search results (by filtering out spam results).
  •     Focuses on providing accurate and relevant results based on the searcher's physical location.

Google Pigeon Algorithm was launched in July 2014:

  •     Aims to improve the accuracy of local search results and provide more useful information for users (by using distance as a key part of the search strategy).
  •     Uses more sophisticated location-based signals and improves the ranking of local directory sites.

How Google's Algorithm Works for Google Business Profile

  1. Google's algorithm uses signals from search results to determine if a customer clicks on a business or not.
  2. These signals are ranking factors that determine if the algorithm is correct for that particular search result.
  3. If Google gets it right, it continues using that algorithm. If it gets it wrong, it revises it slightly for the next result.
  4. Human interaction with the results helps the algorithm learn intelligently.
  5. Customers' reactions to a business result give it an upvote or downvote.
  6. Building trust is crucial for positive interactions and signals from customers.
  7. Providing the right information through a profile, website, and citations is key to understanding what customers are looking for.
  8. There are no quick fixes to improve ranking on Google, but delivering better than others can lead to better reviews and more positive thumbs up signals.
  9. Positive signals to Google can improve a business's ranking over time

Two Examples of Customer Interaction on Google Business Profile.

Example 1: Having a Physical Office for Your Google Business Profile


Example 2: Not Having a Physical Office for Your Google Business Profile

In summary, the algorithm is based on human interaction with the results, which are the customers. The key to understanding the Google algorithm is to provide useful information that meets the customers' search intent, building trust, and getting positive signals.

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