Tips for Using the Google Business Profile Updates Feature

by Jul 5, 2023

It’s a common misconception that it is very expensive to set yourself apart from your competition online. However, free resources such as Google Business Profile (GBP), a business listing feature on Google, help you to achieve better visibility online effectively and affordably. 

Within the tool itself, GBP offers several helpful widgets that can maximize your listing’s potential to show up in more relevant and local searches of your potential clients. Among these is the Updates feature, which allows businesses to share news, updates, offerings, and more directly to their business listing. 

Read on for more information on Google Business Profile, seven tips for optimizing your GBP updates, and instructions on how to begin posting to your business profile.

What is Google Business Profile?

Google Business Profile, previously known as Google My Business, is a free business listing intended for local businesses to manage their online presence on Google Search and Google Maps. After creating a Google Business Profile, your firm’s listing shows up directly in searches and Google Maps making it a core element of helping potential clients find your website where they can discover answers to their legal questions and connect with your firm.

Your Google Business Profile lets you share important information with potential clients about your business, including your:

  • Business hours
  • Address
  • Website address
  • Practice areas
  • Contact information 
  • Customer reviews

Check out our exclusive Guide to Google Business Profile for first steps, features, and tips for leveraging GBP for your small law firm.

How can Google Business Profile Updates help my website’s SEO?

Google Business Profile updates are directly connected to your GBP business listing. While the information on your business listing remains static, the updates feature allows you to showcase new blogs, case results, new hires, and other firm happenings to your potential clients on Google. 

These posts are a great marketing opportunity for your practice to grab the attention of potential clients on Google. The posts appear in the following locations:

  1. Google Search and Maps mobile view of “Updates” or “Overview”
  2. Google Search and Maps desktop view of “From the Owner” section of your GMB profile
  3. Google Business Profile websites

By regularly posting to your GBP, you can help improve the SEO of your law firm website by signaling to Google that you are actively managing your GBP listing. In addition, you can help to direct traffic from Google to your website through engaging post content. 

7 Tips for Optimizing Your Google Business Profile Updates

#1 Be brief and professional

GBP updates aren’t intended to include an entire article, blog post, or thought piece. Instead, craft a few sentences that will engage a potential client and encourage them to follow the link to learn more. 

In addition, it’s important to remember that these posts will, for many potential clients, contribute to the first impression of your firm. Avoid using low-quality images or videos and reserve new posts for only relevant and current information about your practice.

#2 Post regularly 

Google Business Profile updates have a brief shelf-life, and only appear on your GBP for seven days before they are archived. Therefore, it’s a good practice to post regularly to your GBP about once per week. This cadence will work to keep your business listing fresh with new updates on a consistent basis. 

#3 Utilize keywords

When creating updates for your GBP listing, try using keywords that may be relevant to your potential clients. This will work to increase the relevancy of your business listing for the search queries of your potential clients. Think of keywords that make sense to the update but are also likely to be used in a Google search by your potential clients.

#4 Diversify your update type

There are a few different directions you can take your Google Business Profile posts. In order to drive traffic back to your website, it’s useful to include content, links, photos, and/or a call-to-action in your update. By diversifying your approach, you can help to maximize your reach based on what a potential client is inclined to gravitate toward. 

Here are all of the available types of updates you can create that are relevant to attorneys:

  1. Book an Appointment
  2. Call Now
  3. Events
  4. Learn More
  5. Offers
  6. Sign Up

#5 Optimize your Google Business Profile

If you are new to Google Business Profile, or haven’t updated your business listing in more than six months, it’s likely that your listing can be optimized to help increase your firm’s visibility on Google. By working to optimize your GBP, you can help maximize the impact of the updates feature as a marketing tool for your practice.

Below are a few key things you can do to improve your listing:

  • Complete all elements of your business listing. There are several customizations that can be made to your GBP listing. Ensure that each of these has been completed to maximize the information you provide Google about your business. 

Tip: Don’t forget to add Labels to your listing that are relevant to your location and practice areas and your firm’s business hours.

  • Mirror multiple GBP listings (if applicable). If you have more than one firm location, create a separate GBP listing for each location. Ensure that each listing is an exact copy of one another aside from the differing business addresses. 
  • Stay on top of client reviews. Assign a follow up date with each satisfied client after their case closes to request a testimonial for your Google Business Profile. Set aside some time each week to look over any new reviews and craft responses.
  • Add photos. If you have taken a new headshot or staff group photos, add these to your listing to show potential clients that you are active. This also helps potential clients put a face to your name and make a connection just as they would on your website.
  • Use your GBP analytics. Explore your free GBP Insights to learn more about how potential clients are finding your listing and what actions they are taking once they’ve found you. This can help you identify larger trends in client search behavior that you can implement into your current website marketing strategy.

#6 Optimize the pages you’re linking to

Whether you are linking an update post to your homepage, another page on your law firm website, or a social media page, it’s important to consider how a potential client may receive that page. This can be primarily dependent on having a modern and attractive law firm website, but it’s also useful to consider other user experience factors as well. 

For example, does the page have a clear call to action? If the user was to navigate away from that page, would it be easy to do so? Do the pages load quickly? These are all contributing factors to maximizing the impact of your posts on Google Business Profile. 

#7 Adhere to Google’s policies and guidelines

When it comes to the updates feature on GBP, there are strict policies and guidelines to adhere to. Google primarily prohibits posts that are offensive, irrelevant, or in violation of another person or business’ privacy. 

While the large majority of your posts will easily fit within the guidelines provided by Google, it’s important to be aware of other violations such as: 

  • A phone number in your post (Note: This can be considered “phone stuffing”)
  • Political or social commentary
  • Content that has no clear association with the business
  • Misspellings
  • Gimmicky character use
  • Distracting content such as blurry images or poor video quality
  • Unrecognizable content 
  • Images or videos that negatively distract the web visitor 
  • Links to irrelevant sites
  • Duplicate posts, photos, or videos
  • Content that contains offensive language
  • Content that graphically depict injuries 
  • Content that would likely make the web visitor upset or angry
  • Sexually suggestive content 
  • Content that contains private or confidential information
  • Links that contain personal information 
  • Hateful content 
  • Content that harasses or bullies individuals

How to create a Google Business Profile update post

Now that you understand the uses and best practices for GBP updates, you’re ready to begin creating new posts for your business listing. Refer to the below steps to get started.

  1. After logging into the Google account that is associated with your GBP, navigate to your Business Profile Manager
  2. Select “Add update” from the options menu and select the type of update you would like to create (post, offer, or event)

3. Complete the available fields using the above guidelines and post 

Grow your digital presence with LawLytics

Google Business Profile is a free and powerful marketing tool that can effectively boost your firm’s digital presence. By fully optimizing your business listing and utilizing the available tools, GBP can improve your firm’s visibility for more relevant and local searches. 

Not only does LawLytics understand the impact tools such as GBP have for your digital marketing, but we can help you strategize and implement a digital marketing plan that works for your practice. With access to unlimited strategy and support sessions with our world-class support team, our members can feel confident in their growth plan. 

If you’re not yet a LawLytics member and would like to know more about how our tech and resources can help you achieve your business goals, you’re invited to schedule a 20-minute interactive demo with a product expert.

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