The cornerstones of a well-optimized Google Business Profile

Build Media Group penned an article on the cornerstones of an optimized Google Business Profile (GBP). To dig in, we spoke with Build Media’s Kristina Kutsitaru and got some insights.

Why it matters: Google Business Profiles are often the first thing customers see when they search for a business online, including HVAC contractors. 

What’s happening: Kutsitaru pointed out that contractors often overlook several low-hanging opportunities.

• “[Contractors] don’t always leverage seasonal posts,” she explains. “But there’s opportunity to post daily or weekly on GBP about season-specific repairs, for example.”

• She also observes that many profiles either lack images or use random images that don’t represent their company or team. 

• “Using GBP similar to social media can really help with local visibility,” she adds.

Differentiation: When we asked Kutsitaru how contractors can differentiate themselves on GBP if everyone does the same things, she emphasized the importance of brand mentions and local directories.

• “Articles [should be published] around the brand itself, on 3rd-party sites and linked to the company and its Business Profile,” she notes, referring to the potential for contractors to get local press.

• “Being in local directories — BBB, Chamber of Commerce — as a listed contractor helps from a technical standpoint,” she adds. 

• While not many users may visit those sites, “it matters for Google.” 

Of note: Given the growth of online booking in the home service industries, Kutsitaru highlighted that the Business Profile scheduling feature is a free tool that should be utilized if not already.

• “We see a lot of bookings coming from it. Lots of customers don’t want to call anymore; they want to do everything online,” she observes.

The bottom line: Google Business Profiles may have several moving parts, but, as Build Media emphasizes, taking the time to optimize each one can “significantly enhance your online presence.” 

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