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  • Writer's pictureJessica Plant

Local SEO: 3 New Features to Improve Your Google Business Profile

Google Business Profile (GBP) offers numerous features that can give you a competitive edge, but they are only effective if you use them! A strong SEO strategy can significantly enhance your brand's performance in search engine results pages (SERPs).

GBP is the top-rated local SEO factor, accounting for 32% of the improvement in online visibility for small businesses. Hence, cultivating an accurate and comprehensive profile is the first step to a successful local SEO strategy.

If you haven’t established a Google Business Profile by now, it’s high time you take action!

Want to catch up on our Local SEO series? In Part 1, learn the power of the Map Pack, and in Part 2, explore the 7 strategies to conquer it.

A mobile device open to Google Maps, depicting local SEO strategies

Part 3: Local SEO: How to Get Your Google Business Profile (GBP) to Stand Out

1. Add & Manage Your Social Media Links to Build Credible Citations

Google Business Profile (GBP) owners and administrators can now incorporate their social media links into their profiles (instead of waiting around for Google to display them). The new feature allows you to define the official accounts associated with your business. Integrating your social media links into your GBP allows you to link almost any social media account you use to build credible citations, including Instagram, Facebook, LinkedIn, Pinterest, TikTok, Twitter (X) and YouTube.

Here’s How:

1. Click Edit Profile

Sign in to the Google account associated with the Google Business Profile you want to update. Click the Edit Profile icon.

Google Business Profile

2. Scroll Down to the Social Profiles Section

Scroll down to your business’ contact information section until you reach the Social profiles section, right below the website field.

Google Business Profile

3. Click the Add Social Profile button

Add new social profiles by clicking the + Add social profile link.

Google Business Profile

4. Choose the Social Platform and Add Your Link

Use the dropdown menu to select a social platform you would like to add to your Google Business Profile. Paste or type in the full URL of the social account you want to add to the profile.

Tip Time: It’s important to add the correct URL of the profile including https:// and without any additional redirects.
Google Business Profile

The Google Business Profile (GBP) currently supports the following social media accounts:

  • Instagram

  • Facebook

  • LinkedIn

  • Pinterest

  • TikTok

  • Twitter (X)

  • YouTube

2. Add Attributes to Gain a Competitive Edge

Google has newly introduced the option to showcase identity-based attributes for “disabled-owned" and "indigenous-owned" businesses. These distinctions can appear in Search, Maps, and other Google services, offering valuable insights and significantly enhancing visibility and engagement with your business.

For example, let's say your business sells loose-leaf teas on The Six Nations of the Grand River. While other tea companies in Southwestern Ontario might offer similar blends, your key differentiator may be that your business is Indigenous-owned. By utilizing this attribute in your GBP, you can set yourself apart from the competition, and customers may use this attribute to decide where to purchase their next brew.

Google Business Profile
Image Courtesy of Google

Building a sense of belonging by leveraging additional attributes can give you a competitive edge in your local SEO strategy. Use a broader suite of self-identified attributes to strengthen your GBP.

The complete list includes the following:









If you identify with any or a combination of these attributes, be sure to add them to your GBP.

3. Messaging on Desktop to Elevate the Customer Experience

Your Google Business Profile (GBP) now has a better messaging function (available on any device or right from your desktop)! that can enhance the customer experience and provide your business with an efficient communication channel.

There are 5 key benefits to setting up the new chat function:

  • Activate or deactivate the chat anytime, depending on your availability and preferences.

  • Enable read receipts to track viewed messages.

  • Create a custom welcome message that greets your customers when they initiate a chat with your business, making a good first impression and building rapport.

  • Add SMS alerts on your phone so you never miss a message, even when you are away from the computer.

  • Google also provides chat guidelines to help you deliver exceptional customer service.


BONUS: Add Frequently Asked Questions to Increase Value

  1. Log in to your Google Business Profile account.

  2. Click on "Messages."

  3. Under the three-dot menu, go to "Chat Settings" and then "Add FAQs.”

  4. Select "Custom FAQs"

  5. Click "Add A Question"

  6. Add your question and enter the automated response in the below text box.

  7. Repeat the process to add more FAQs as needed.

The streamlined messaging function makes it easier than ever to stay connected.

Achieve real results by continually updating your Google Business Profile to stay attuned to Google's local SEO strategies.

Don’t forget that The Brand Brew™ is here to help. Not only are we your go-to source for expert insights into Google’s local ranking factors, but our top-notch Website Design Experience can help revitalize your online presence while propelling you higher in search.


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