As an interactive agency, we're able to bring our partners' visions to life online, whatever they look like. Whether they involve simple websites or complex web applications, our team of dedicated professionals rises to the challenge, taking care of every aspect of the project.
Alongside our SEO work, on top of website optimisation, we also offer a Google Business Profile optimisation service. We particularly recommend it to local businesses that want to expand the reach of their audience.
In the case study below, we'd like to show the effects of implementing changes to a company's Google Business Profile, and what kind of impact actions like these can have on a company's rankings.
Optimising a Google Business Profile: where did we start?
We took over managing the Revolve gym's Google Business Profile back in August 2021. The first step was carrying out an SEO audit, in which we analysed which key phrases we wanted to rank for in search results, and what actions we should take.
Changing the Google Business Profile name
The first thing we changed was the company name, where using the right keywords was extremely important. We focused on highlighting the company's connection to the fitness industry, using phrases such as "gym" and "fitness club". After reviewing the company's offer, we decided to broaden the audience by adding specific types of classes: "personal training" and "classes with a trainer", which showed a high number of searches. This let us reach an additional group of people interested purely in this type of physical activity, who didn't necessarily associate the topic with a gym. Once the proposed changes were approved, we implemented the modifications to the company's profile.
Adding a company description and services offered to the Google Business Profile
We also added a company description, using the keywords that mattered to us within it. Another important change was adding the services offered, along with their descriptions. This gave us the chance to appear in Google Maps for a wider range of phrases, also linked to specific types of training. After clicking the "More info" button, the user is redirected to the website, which let us keep the connection to the site itself.
Filling in details about where the business operates
It's important to complete every possible piece of company information, so the user has enough details to go on. It's worth engaging in adding posts, updates and optimising them properly. Responding to Google reviews is also a chance to make use of keyword potential, weaving them appropriately into the content.
Implementing changes to a Google Business Profile on its own isn't enough for the results achieved to keep growing month after month. It needs ongoing visibility checks, along with monitoring to make sure the company's details haven't been changed by other users or by Google's bots.
What results does optimising a Google Business Profile bring?
We saw the results of our changes as early as the first month after implementing them. A few weeks after rolling out the actions, traffic grew fourfold! Over the quarter, we recorded nearly 100k visits, 90% of which came from organic search results on Google Maps.
The number of user interactions with the profile also doubled. In the first quarter of activity, we recorded nearly 1,000 requests for directions, 700 website visits and 90 phone calls made.
There's also a clear correlation between the number of photos added to a Google Business Profile, compared with competing companies, and the number of views they get. We paid close attention to adding photos of the product itself or the venue's interior to the Google Business Profile, in order to increase its credibility and encourage people to visit in person.
Analysing the phrases the profile is shown for most often, we can see that phrases added to the company name dominate. This only reinforces our conviction that we chose the right keywords.
Optimising a company's Google Business Profile is a straightforward action that can boost your company's ranking in Google Maps search results. It's the ideal way to reach a new audience. To achieve this, though, the right steps need to be taken.
If you want your company's profile to sit in the TOP1 spot, take advantage of our Google Business Profile optimisation and management service, and together, we'll get you to the top.
