Search is more fragmented than ever, but Google remains critical for local discovery. Learn how optimizing your Google Business Profile can boost visibility, build trust, and help your business show up when customers are ready to act.
The way consumers search for products and services is evolving. Search is becoming increasingly fragmented, spanning search engines, AI platforms, social media, and beyond. And it’s not just about typing in search queries anymore—people are using voice search, image search, and more conversational phrases.
For businesses, staying on top of these changes can feel overwhelming.
While the search landscape continues to shift, search engines still play a crucial role in the customer journey, with 72% of people turning to Google to find local businesses. By following key best practices, businesses can improve their visibility—especially in local search results—so they appear when consumers are looking for their products or services.
When we talk about local search, think about search queries like:
“Plumber open on a Saturday”
“Best Italian restaurant near me”
“Mortgage officers for first-time buyers”
These searches indicate high intent, and if your business isn’t showing up, you’re missing out on potential customers.
Google’s search results page is constantly evolving, and organic search results now compete with paid ads and AI Overviews. That makes having a strong local search presence—especially through optimizing your Google Business Profile (GBP)—more important than ever.
Keep Your Information Accurate
Ensure your business name, phone number, address, and hours of operation are correct and up-to-date.
Optimize Business Categories
Set at least one primary business category (e.g., “dentist”) to appear in relevant searches. Adding multiple related categories can improve visibility for broader searches.
Encourage & Manage Reviews
Online reviews not only build credibility but also help AI understand your business. Google AI Overviews may highlight common customer sentiments, like:
“Customers say they have a helpful and knowledgeable team.”
Showcase Your Company with Photos
Add photos of your location, team, products, and services. These images can appear in AI-generated results, improving engagement and visibility.
Link Your Social Channels
Sync your social media profiles under the “Contact” tab in your Google Business Profile. This creates a seamless customer journey.
Google continues to enhance its Google Business Profile tools. Here are some of the latest updates:
WhatsApp Integration – Businesses can now add a WhatsApp contact option for direct messaging.
AI-Powered Menu Generation – Restaurants can upload a menu photo, and AI will generate a digital version.
QR Codes for Reviews – Easily generate a QR code to help customers leave a review without having to go and search for your listing themselves.
Stories View for Photos & Reviews – Reviews and photos can now be displayed in a vertical story-format to increase overall engagement.
AI-Generated Image Backgrounds – You can use AI to create custom backgrounds for Google Posts, shopping ads, and product images for your GBP.
If managing local search feels overwhelming, Stratus can help. The local listing and review management platform—built by marketers, for marketers—makes it easy to manage listings, respond to reviews, and track local search performance.
If you need help optimizing your Google Business Profile, the team at Click Rain is here to guide you—from claiming your listing to maximizing its impact.
Originally posted in SiouxFalls.Business
Kate is a data-driven marketer with a creative edge. She helps the team develop comprehensive digital strategies that drive results for Click Rain's clients.
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