An enhanced GBP can drive more traffic, leads and sales to your local business. Focus on these areas when optimizing your Business Profile.
Before purchasing, your customers always look for reviews and references to reinforce and validate their intent.
In the U.K., I worked with an agency that served 600 small businesses of which a large percentage were florists. A flower shop customer’s intent can be one of the following:
Look for seasonal flower arrangements (Valentine’s, Mother’s Day, etc.).
Type of flowers to buy for a dinner date.
Learn how to make a Christmas wreath.
Wedding flower services.
When a potential customer has a clear intent, two things can happen:
They will start their influence journey on TikTok, Instagram or YouTube. Looking at videos to seek inspiration on flower arrangements or the most appropriate flowers for specific occasions.
Go straight to Google to type one of the following queries:
Flower Delivery + location
Same day flower delivery
Same day flower delivery + location
Wedding flower services
Flower subscription services
And it is here where a well-optimized Google Business Profile (GBP) can become a significant source of influence because of its reviews, information, images and products.
An enhanced GBP drives more leads from your listing even though you’re not ranking as high as other listings. Optimize the following elements to turn your Google Business Profile into a revenue-generating channel.
1. Info section: Categories
The category chosen considerably impacts the rankings at the local level. Your company’s primary categorization explains what it performs (i.e., law firm, dentist, plumber, hair salon, etc). Furthermore, this will be the sole category accessible to the entire public.
In the example below, the primary category is “Florist” and the additional category is “Flower delivery.”