Google Search and Google Business Profile (formerly Google My Business) have evolved significantly, especially with AI, voice search, mobile-first indexing, and local-intent results. You must adapt to how Google evaluates relevance, proximity, and prominence to rank higher in local search and your Google Business Profile (GBP).
How Google Search Has Changed (especially local search)
1. AI & Machine Learning (Rank Brain, BERT, MUM)
- Google understands user intent better, including natural language and context.
- It ranks content based on keywords, meaning, and relevance.
Optimize by:
- Writing content that answers specific customer questions (FAQs, service pages).
- Using conversational language and synonyms.
- Structuring your site clearly with headings and semantic HTML.
2. Local Pack & Map Results Dominate
- For “near me” and service-based searches, local results (map pack) appear before websites.
Optimize by:
- Maintaining a complete and accurate Google Business Profile.
- Getting consistent NAP (Name, Address, Phone) citations.
- Encouraging positive Google reviews.
- Embedding Google Maps on your website.
3. Mobile-First Indexing
- Google prioritizes the mobile version of your website when ranking.
Optimize by:
- Making sure your site is mobile-friendly and loads fast.
- Using responsive design and compressing images.
- Simplifying navigation for smaller screens.
4. Zero-Click Searches & Featured Snippets
- Google often shows answers in snippets, knowledge panels, or your GBP before users even click a site.
Optimize by:
- Adding Q&A to your GBP and website.
- Using schema markup to help Google understand your content.
- Structuring content clearly with lists, tables, and direct answers.
5. Voice Search
- People speak differently than they type, using more natural and longer phrases.
Optimize by:
- Using long-tail keywords and natural language on your site.
- Answering “how,” “what,” “where,” and “why” questions.
6. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Google looks at the credibility of your content and business.
Optimize by:
- Displaying trust signals (certifications, testimonials, affiliations).
- Keeping your site updated with fresh content (blog, offers).
- Including author bios, especially on blog posts.
7. Personalized & Proximity-Based Results
- Google tailors results based on user location, history, and behavior.
Optimize by:
- Adding city and neighborhood references to your pages and GBP.
- Creating location-specific pages if you serve multiple areas.
8. User Experience Signals (Core Web Vitals)
- Speed, stability, and interactivity of your site now affect rankings.
Optimize by:
- Using tools like Page Speed Insights or Lighthouse to audit performance.
- Improving load speed and reducing layout shifts.
How to Optimize for Higher Google Business Profile Ranking
Google uses three primary factors: Relevance, Proximity, and Prominence.
1. Complete Every GBP Section
- Business name, category, hours, website, services, products, business description, and photos.
- Add keywords naturally to descriptions and services.
2. Use the Right Categories
- Your primary category has the most significant impact.
- Choose relevant secondary categories.
3. Add Photos Regularly
- Post interior, exterior, staff, services, and work samples.
- Geo-tag images with your location metadata (optional bonus).
4. Get and Respond to Reviews
- Positive, detailed reviews (with keywords) help ranking and conversion.
- Respond to every review, good or bad.
5. Post Regular Updates
- Use Google Posts to promote offers, events, updates, and blog-like content.
6. Enable and Manage Q&A
- Seed common questions and answers in the GBP Q&A section.
- Monitor and respond to customer questions quickly.
7. Use UTM Tracking on Website Links
- Help you measure traffic from GBP.
- Example: https://yourdomain.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
8. Ensure Consistent NAP Across the Web
- Directory listings (Yelp, Facebook, Yellow Pages) should match your GBP exactly.
9. Build Local Backlinks
- Get mentions from local blogs, news outlets, and chambers of commerce.
10. Add Services and Descriptions
- Use service menus to explain what you offer in detail.
- Include target keywords (naturally!) here too.
In summary, if your website has not been updated and optimized for the updated Google search, you may begin to lose ranking. This leaves you vulnerable to your competition ranking higher and getting the leads you should be getting.