How to run a GBP Audit for a prospect?
Modified on Mon , 20 May at 5 AMMany businesses struggle with poor local visibility due to an under-optimized Google Business Profile (GBP). This lack of visibility means fewer leads, lost opportunities, and falling behind competitors in local search rankings. Without a proper audit, these issues often go unnoticed, leading to wasted potential. Running a GBP audit uncovers these gaps, providing actionable steps to improve visibility and drive more local traffic. This article will show you how.
Steps to Run a GBP Audit for a Prospect
1. Navigate to Lead Dashboard.
2. Click on the "Dashboard" tab.
3. Click on "Add lead."
4. Use Google Auto-Suggest to find a specific business.
5. Enter the business name or use the Google search function to locate the business.
6. If the business doesn’t appear in the search (service area business), use the "Enter Map CID" or "Enter Map URL" option.
7. Click "Submit" button.
8. Wait for 1 to 2 minutes while the report is generated.
9. Once generated, click "View Report" to access detailed information, including:
- Business details.
- Listing presence and reputation.
- Communication, comparisons with other businesses.
- Review competitor categories and review ratings.
- Check for keywords in the business name.
10. Find the top 15 keywords used by other businesses in their GBP posts, descriptions, and names.
- Use these keywords to optimize your GBP content.
11. Report Branding: In the "Customization Settings," modify:
- Business name and logo.
- Color style and profile picture.
- Call-to-action (CTA) buttons.
- Show or hide specific data.
Why GBP Audits Are Crucial for Local SEO
- Local Search Visibility: A well-optimized GBP boosts a business"s chances of appearing in local searches and the Google Map Pack, driving more foot traffic and leads.
- Competitive Advantage: Auditing a profile helps identify gaps compared to competitors, offering a clear roadmap for improvement.
- Enhanced Customer Engagement: Optimizing elements such as reviews, images, and posts increases customer engagement.
Step 1: Initial Profile Review
Start by gathering and verifying key business information:
- NAP Consistency: Ensure the Name, Address, and Phone Number (NAP) are consistent across all online directories.
- Business Categories: Review both primary and secondary business categories to ensure they are relevant to the industry.
- Operating Hours: Confirm the accuracy of business hours, including special hours for holidays.
Step 2: GBP Listing Optimization Check
Focus on optimizing key elements of the GBP listing:
- Business Description: Ensure the description is keyword-rich (up to 750 characters), clearly highlighting the business"s unique selling points.
- Photos and Media: The GBP profile should include 5-10 high-quality, professional images covering the exterior, interior, team, and products/services.
- Attributes: Verify that business-specific attributes (e.g., wheelchair accessibility, outdoor seating) are utilized effectively.
Step 3: Google Reviews Audit
Reviews play a significant role in local SEO rankings and reputation management:
- Volume and Frequency: Analyze how many reviews the business receives and how frequently.
- Response Rate: Ensure the business is responding to reviews, as Google favors engagement.
- Sentiment Analysis: Evaluate recurring issues in negative reviews that may need addressing.
Step 4: Local Ranking Factors
Assess the key factors that influence local search rankings:
- Proximity to Searcher: Ensure the business location is accurately represented for local searches.
- Review Quantity and Quality: More high-quality reviews can boost the business’s ranking.
- Listing Completeness: Ensure the profile is fully filled out, including FAQs, services, and products.
Step 5: Post Insights and Engagement
Evaluate the use and performance of Google Posts:
- Google Posts: Confirm the business uses Google Posts to share updates, offers, or events regularly.
- Call-to-Action (CTA): Posts should include strong CTAs such as “Call Now,” “Learn More,” or “Book Now.”
- Post Engagement: Review the performance of posts, including views and engagement rates.
Step 6: Competitor Comparison
Compare the business’s GBP with its competitors to identify opportunities:
- Keyword Usage: Check whether competitors are using keywords that the prospect isn’t.
- Review Strategy: Compare the volume and sentiment of reviews with competitors.
- Photo Quality and Quantity: Assess whether competitors have more or higher-quality images.
Step 7: Actionable Recommendations
Based on the audit, create a list of specific, actionable recommendations:
- Content Optimization: Update the business description, posts, and attributes with more relevant keywords.
- Review Strategy: Encourage the business to request more reviews from satisfied customers and respond to all reviews.
- Media Enhancement: Suggest adding professional photos or videos to strengthen the visual appeal.
- Consistent Posting: Recommend consistent use of Google Posts to boost visibility and engagement.
Tools for GBP Audits
Several tools can help streamline the auditing process:
- GMB Briefcase: This tool allows you to manage multiple Google Business Profiles and provides insights into optimization opportunities.
Conclusion
Running a GBP audit is critical for improving local SEO and ensuring businesses capitalize on all opportunities to increase visibility. By following these steps, you’ll provide a comprehensive audit that identifies key areas for improvement, offering actionable solutions to enhance local search rankings.
Frequently Asked Questions
Q1. What is GMB Briefcase, and how does it help with website audits?A : GMB Briefcase is a local SEO tool that simplifies website audits by identifying key SEO issues and offering actionable insights.
Q2. How is GMB Briefcase different from other audit tools?A : It’s tailored for local SEO, combining website audits with Google Business Profile optimization in one platform.
Q3. What should I focus on during a website audit in GMB Briefcase?A : Focus on on-page SEO, load speed, mobile-friendliness, and local keyword optimization for better local visibility.
Q4. Can GMB Briefcase track competitor performance?A : Yes, it lets you compare your local SEO performance to competitors to find improvement opportunities.
Q5. How often should I run website audits with GMB Briefcase?A : Run audits every 3-6 months or more frequently if there are major SEO updates or changes in your business.
Tags : gmb audit, gbp audit, lead gen, listing audit,GMB Audit, GBP Audit
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