Establishing Gbp Foundation For Local Search Success

For small to medium businesses (SMBs), achieving local visibility is not merely desirable; it is foundational for growth. Google Business Profile Meaning ● Google Business Profile, or GBP, serves as a critical digital storefront for Small and Medium-sized Businesses seeking local visibility. (GBP), formerly Google My Business, stands as the digital storefront for local enterprises. Strategic GBP posting is the act of consistently and thoughtfully updating your GBP listing to enhance your visibility in local search Meaning ● Local Search, concerning SMB growth, designates the practice of optimizing an SMB's online presence to appear prominently in search engine results when users seek products or services within a specific geographic area. results. This guide is designed to empower SMBs to transform their GBP from a static listing into a dynamic tool for attracting local customers.

Understanding Gbp And Its Local Search Role

GBP is Google’s platform enabling businesses to manage their online presence across Google Search and Maps. When a potential customer searches for a local business or service, Google’s algorithm prioritizes GBP listings in the local pack (the map and business listings displayed prominently in search results) and local organic search. A well-optimized and actively managed GBP listing significantly increases the likelihood of appearing in these prime positions.

A robust GBP listing is often the first point of contact for local customers discovering your business online.

Consider a local bakery aiming to increase foot traffic. Without a GBP, they are relying solely on word-of-mouth and perhaps a basic website. With a GBP, they can showcase their operating hours, address, phone number, website, customer reviews, photos of their delectable pastries, and crucially, posts highlighting daily specials or seasonal treats. This information, readily available in local search results, makes it significantly easier for local customers to find them and choose them over competitors.

Initial Gbp Setup And Optimization Essentials

Before diving into strategic posting, ensure your GBP foundation is solid. This involves claiming and fully optimizing your listing. Many SMBs neglect critical optimization steps, hindering their local search performance.

Claiming And Verifying Your Gbp Listing

The first step is to claim your GBP listing. If you haven’t already, search for your business name on Google Maps. If a listing exists but is unclaimed, you’ll see an option to “Claim this business.” Follow the verification process, which typically involves receiving a postcard or phone call from Google with a verification code. This step confirms you are the rightful owner and grants you control over your listing.

Completing Your Business Profile Comprehensively

A complete profile is more trustworthy and informative for potential customers and favored by Google’s algorithm. Ensure every section of your GBP profile is meticulously filled out:

• Business Name ● Use your official business name. Consistency across all online platforms is vital.
• Address ● Provide your accurate physical address. If you serve customers at their location (like a plumber), you can hide your address but specify your service areas.
• Phone Number ● Use a primary business phone number. A local number can reinforce your local presence.
• Website ● Link to your business website. If you don’t have one, consider creating a simple landing page or using GBP’s free website builder as a temporary measure.
• Category ● Choose the most accurate primary category for your business. Select additional relevant categories to broaden your reach. Think about how customers search for your services. For a pizza restaurant, categories could include “Pizza Restaurant,” “Italian Restaurant,” “Takeout Restaurant,” “Delivery Restaurant.”
• Hours of Operation ● Maintain accurate and up-to-date hours, including holiday hours. Incorrect hours are a major source of customer frustration.
• Business Description ● Write a compelling and keyword-rich description of your business. Focus on what makes you unique and the value you offer to local customers. Incorporate local keywords naturally (e.g., “Best coffee shop in downtown [City Name]”).
• Attributes ● Utilize attributes to highlight specific features of your business, such as “Wheelchair accessible,” “Outdoor seating,” “Free Wi-Fi,” “Women-owned.” These filters help customers find businesses that meet their specific needs.
• Photos ● High-quality photos are essential. Include your logo, storefront, interior, team photos, and product/service photos. Photos visually showcase your business and enhance your profile’s appeal.

Selecting Primary And Secondary Categories Strategically

Category selection is a critical, often underestimated aspect of GBP optimization. Your primary category is the most important and should be the most precise descriptor of your core business. Secondary categories allow you to broaden your reach and target related searches.

For instance, a business that primarily operates as a hair salon but also offers nail services should select “Hair Salon” as the primary category and add “Nail Salon” as a secondary category. This ensures they appear in searches for both “hair salons near me” and “nail salons near me.”

Table 1 ● Category Selection Examples

Ensuring Nap Consistency Across The Web

NAP (Name, Address, Phone Number) consistency is paramount for local SEO. Ensure your business name, address, and phone number are exactly the same across your GBP listing, website, social media profiles, and online directories. Inconsistencies can confuse search engines and diminish your local search ranking.

Use a consistent format for your address (e.g., “Street” vs. “St.”).

Consistent NAP data across online platforms builds trust with search engines and reinforces your business’s legitimacy.

Tools like Yext or BrightLocal can help manage and ensure NAP consistency across numerous online directories. While these are paid services, the investment can be worthwhile for businesses serious about local SEO. At a minimum, manually check and update your NAP on major platforms like Yelp, Facebook, Apple Maps, and Bing Places for Business.

Avoiding Common Gbp Setup Pitfalls

SMBs often make easily avoidable mistakes during GBP setup that can negatively impact their local visibility. Being aware of these pitfalls is the first step to avoiding them.

Inconsistent Or Inaccurate Business Information

As mentioned, NAP inconsistencies are detrimental. Typos, variations in formatting, or outdated information across platforms create confusion. Regularly audit your online listings to ensure accuracy and consistency.

Neglecting Category Optimization

Choosing overly broad or incorrect categories limits your visibility. Be specific and select categories that accurately reflect your services and how customers search for them. Don’t just choose “Restaurant”; choose “Italian Restaurant” or “Mexican Restaurant” if applicable.

Ignoring Reviews And Q&A

Reviews and the Questions & Answers section are powerful engagement tools. Ignoring reviews, both positive and negative, signals a lack of customer care. Failing to answer questions promptly leaves potential customers in the dark. Actively manage and engage with reviews and Q&A to build trust and provide valuable information.

Infrequent Or No Posting

A static GBP listing is less effective than an active one. Google favors businesses that regularly update their GBP with fresh content. Infrequent or nonexistent posting is a missed opportunity to showcase your business, promotions, and expertise to local searchers.

Using Low-Quality Or Stock Photos

Visual appeal is crucial. Using blurry, poorly lit, or generic stock photos detracts from your business’s professionalism. Invest in high-quality, authentic photos that showcase your business, products, and team in the best possible light.

Essential Tools For Gbp Management

Managing your GBP effectively doesn’t require a vast toolkit. Several free and low-cost tools can significantly streamline the process and enhance your results.

Google My Business Dashboard

The primary tool is the Google My Business Meaning ● Google My Business (GMB), now known as Google Business Profile, is a free tool from Google enabling small and medium-sized businesses (SMBs) to manage their online presence across Google Search and Maps; effective GMB management translates to enhanced local SEO and increased visibility to potential customers. dashboard itself. Accessible through your Google account, this dashboard is where you manage all aspects of your GBP listing ● update information, respond to reviews, answer questions, create posts, and view performance insights.

Google Maps And Search

Regularly search for your business on Google Maps and Google Search as a customer would. This allows you to see how your listing appears in search results and identify areas for improvement. Pay attention to your ranking for relevant keywords and the overall presentation of your listing.

Google Analytics (Optional, But Recommended)

While not directly for GBP management, Google Analytics (if linked to your website) provides valuable data about website traffic from your GBP listing. This helps you understand how GBP contributes to website visits and conversions.

Gbp Mobile App

Google provides a dedicated GBP mobile app (available for Android and iOS). This app allows you to manage your listing on the go, respond to messages and reviews, and post updates directly from your phone. It’s particularly useful for SMB owners who are often out of the office.

Starting with a fully optimized GBP profile and consistent business information is the bedrock of local search visibility.

Establishing a strong GBP foundation is not a one-time task but an ongoing process. Regularly reviewing and updating your listing, responding to customer interactions, and consistently posting fresh content are essential for sustained local search success. With the fundamentals in place, SMBs can then move towards more strategic GBP posting to maximize their local visibility and attract more customers.

Elevating Gbp Strategy Through Content And Engagement

With a solid GBP foundation established, SMBs can move beyond basic profile optimization and implement intermediate strategies to further enhance local visibility. This phase focuses on leveraging GBP posting for content marketing, customer engagement, and deeper analytical insights.

Strategic Gbp Posting For Enhanced Visibility

Strategic GBP posting is about moving beyond occasional updates to a planned and purposeful content strategy. It’s about using posts to communicate valuable information, engage potential customers, and improve your local search ranking.

Developing A Gbp Content Calendar

Just like social media or blog content, GBP posts Meaning ● GBP Posts, within the SMB context, refer to content published on a Google Business Profile (GBP) listing, utilized strategically to enhance local SEO and direct customer engagement. benefit from a content calendar. Planning your posts in advance ensures consistency and allows you to align your GBP content with your overall marketing objectives. A simple monthly calendar can suffice. Consider themes for each week or month, aligning with promotions, seasonal events, or relevant industry topics.

List 1 ● Gbp Content Calendar Meaning ● A content calendar, in the context of SMB growth, automation, and implementation, represents a strategic plan outlining scheduled content publication across various channels. Ideas

• Weekly Specials ● Highlight daily or weekly deals. For a restaurant, this could be “Burger Monday” or “Wine Wednesday.”
• Seasonal Promotions ● Promote holiday sales, seasonal services, or limited-time offers.
• Product/Service Spotlights ● Showcase specific products or services with detailed descriptions and compelling visuals.
• Events And Workshops ● Announce upcoming events, workshops, or webinars hosted by your business.
• Customer Testimonials ● Share positive customer reviews Meaning ● Customer Reviews represent invaluable, unsolicited feedback from clients regarding their experiences with a Small and Medium-sized Business (SMB)'s products, services, or overall brand. or success stories (with customer permission).
• Behind-The-Scenes Content ● Offer glimpses into your business operations, team, or processes to build trust and transparency.
• Industry Tips And Advice ● Share valuable tips or advice related to your industry to establish expertise. For a pet groomer, this could be “Tips for grooming your dog at home.”

Crafting Compelling Gbp Post Types

GBP offers several post types, each serving a different purpose. Understanding these types and using them strategically is key to effective GBP posting.

What’s New Posts

These are general updates about your business. Use them for announcements, news, or general information sharing. They are ideal for highlighting new products, services, or changes in operating hours.

Offer Posts

Offer posts are designed to promote special deals, discounts, or promotions. They include a clear call to action and can be set with specific start and end dates. These are highly effective for driving immediate customer action.

Event Posts

Event posts are for announcing upcoming events, workshops, or webinars. They include date, time, and location details, making it easy for local customers to find and attend your events.

Product Posts

Product posts showcase specific products you sell. Include high-quality images, product descriptions, and pricing. Link directly to your product page on your website for easy purchasing.

“Add Update” Feature

Beyond the standard post types, the “Add update” feature allows for quick, informal updates. Use this for sharing real-time information, quick announcements, or responding to current events relevant to your business.

Keyword Integration In Gbp Posts

While GBP posts are not primarily for direct keyword ranking in the same way as website content, incorporating relevant keywords can enhance their visibility and relevance to local searches. Naturally integrate keywords related to your products, services, location, and customer needs into your post text.

Strategic keyword integration in GBP posts enhances relevance and helps Google understand the content’s context within local searches.

For a local florist in “Downtown Anytown,” a post about “Same-day flower delivery in Downtown Anytown” targeting keywords like “flower delivery Anytown,” “local florist Downtown Anytown,” and “same day flower delivery” will be more effective than a generic post without location-specific keywords.

Visual Content Optimization For Gbp Posts

Visuals are paramount in GBP posts. High-quality images and videos capture attention and convey information more effectively than text alone. Optimize your visual content for GBP:

• Use High-Resolution Images ● Ensure images are clear, sharp, and well-lit. Avoid blurry or pixelated images.
• Optimize Image Size ● While GBP automatically resizes images, uploading optimized images can improve loading speed. Aim for images around 720 x 720 pixels.
• Relevant And Authentic Photos ● Use photos that are directly relevant to your post content and authentically represent your business. Showcase your products, services, team, or location.
• Consider Videos ● Short, engaging videos can be highly effective in GBP posts. Demonstrate products, showcase your business culture, or provide quick tips.
• Geotag Photos ● Geotagging photos with your business location can further enhance local relevance.

Enhancing Customer Engagement Through Gbp

GBP is not just a listing; it’s a platform for direct customer interaction. Actively engaging with customers through reviews, Q&A, and messaging builds relationships and strengthens your local reputation.

Proactive Review Management And Response Strategies

Reviews are social proof and significantly influence customer decisions. Proactively manage your reviews:

• Monitor Reviews Regularly ● Set up notifications or check your GBP dashboard daily for new reviews.
• Respond Promptly ● Aim to respond to reviews within 24-48 hours. Prompt responses show you value customer feedback.
• Personalize Responses ● Avoid generic responses. Address the reviewer by name and acknowledge specific points in their review.
• Thank Positive Reviewers ● Express gratitude for positive feedback. A simple “Thank you for your kind words!” goes a long way.
• Address Negative Reviews Professionally ● Acknowledge the issue, apologize for any negative experience, and offer to resolve the problem offline. Take the conversation offline to protect your public image.
• Encourage Reviews ● Politely encourage satisfied customers to leave reviews. Make it easy for them by providing direct links to your GBP review page in follow-up emails or on receipts.

Utilizing Gbp Q&A Effectively

The Questions & Answers section is a valuable resource for addressing customer queries and providing essential information. Take control of your Q&A:

• Monitor Q&A Regularly ● Check for new questions frequently.
• Answer Questions Promptly And Accurately ● Provide clear, concise, and helpful answers.
• Use Keywords In Answers ● Incorporate relevant keywords naturally in your answers to enhance searchability.
• Seed Questions And Answers ● Proactively add common questions and their answers to populate the Q&A section. This anticipates customer queries and provides instant information.
• Upvote Helpful Answers ● Upvote your own answers or helpful answers from other users to make them more prominent.

Exploring Gbp Messaging For Direct Customer Communication

GBP messaging allows customers to contact you directly through your GBP listing. Enabling messaging can improve customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. and lead generation.

• Enable Messaging ● Turn on the messaging feature in your GBP dashboard.
• Respond Quickly To Messages ● Prompt responses are crucial for messaging. Aim for response times within minutes, if possible.
• Set Up Automated Greetings ● Use automated greetings to acknowledge messages immediately and set expectations for response times.
• Use Messaging For Customer Service And Sales ● Address customer inquiries, provide quotes, schedule appointments, or handle basic customer service issues through messaging.

Analyzing Gbp Insights For Data-Driven Optimization

GBP Insights provides valuable data about how customers find and interact with your listing. Analyzing these insights is crucial for data-driven optimization Meaning ● Leveraging data insights to optimize SMB operations, personalize customer experiences, and drive strategic growth. of your GBP strategy.

Understanding Key Gbp Metrics

Familiarize yourself with the key metrics in GBP Insights:

• Searches ● Shows how customers found your listing ● direct searches (by business name), discovery searches (by category or service), and branded searches.
• Views ● Total views of your listing on Search and Maps.
• Actions ● Actions customers take on your listing ● website visits, direction requests, phone calls, and messaging.
• Photo Views ● Number of times your photos have been viewed.
• Post Views And Engagement ● Performance of your GBP posts ● views and clicks.

Tracking Search Queries And Customer Actions

Pay close attention to the search queries that are driving traffic to your listing. This reveals the keywords customers are using to find businesses like yours. Track customer actions to understand what actions are most frequently taken on your listing ● are customers primarily visiting your website, calling, or requesting directions?

Using Insights To Refine Gbp Strategy

Use GBP Insights Meaning ● GBP (Google Business Profile) Insights delivers actionable business data to SMBs, enabling informed decisions about online presence, marketing automation, and efficient business process implementation. data to inform and refine your GBP strategy:

• Optimize For Discovery Searches ● If discovery searches are high, focus on optimizing your categories and business description with relevant keywords.
• Improve Website Conversion ● If website clicks are low compared to listing views, review your website’s landing page to ensure it’s relevant and user-friendly.
• Enhance Call To Actions ● If phone calls are a priority, ensure your phone number is prominently displayed and use call-to-action phrases in your posts.
• Post Content That Drives Engagement ● Analyze post performance to understand what types of posts resonate most with your audience. Create more of what works.
• Optimize Photo Content ● If photo views are high, ensure you are regularly updating your photos with fresh, engaging visuals.

Analyzing GBP Insights transforms guesswork into data-driven decisions, optimizing your GBP strategy for maximum local visibility and customer engagement.

Moving to intermediate GBP strategies involves a shift from basic setup to proactive content creation, customer engagement, and data analysis. By implementing a strategic posting schedule, actively managing customer interactions, and leveraging GBP Insights, SMBs can significantly elevate their local visibility and build stronger connections with their local customer base. This sets the stage for advanced strategies that further amplify local search performance and drive sustainable growth.

Gbp Mastery Leveraging Ai And Automation For Peak Performance

For SMBs aiming for peak local visibility and a competitive edge, advanced GBP strategies are essential. This level delves into leveraging Artificial Intelligence (AI) and automation to streamline GBP management, personalize customer experiences, and unlock sophisticated analytical insights.

Integrating Ai Powered Tools For Gbp Optimization

AI tools are revolutionizing digital marketing, and GBP management is no exception. Integrating AI can automate tasks, enhance content creation, and provide data-driven recommendations for optimization.

Ai Driven Content Creation For Gbp Posts

Creating engaging and consistent GBP posts can be time-consuming. AI-powered content generation tools can assist in brainstorming ideas, drafting post text, and even generating visuals.

• Ai Writing Assistants ● Tools like Jasper (formerly Jarvis), Copy.ai, and Rytr can generate post copy based on keywords and topics. These tools can help overcome writer’s block and create variations of post text for A/B testing.
• Ai Image And Video Generators ● Platforms like DALL-E 2, Midjourney, and Synthesia can create unique images and videos for GBP posts. While authenticity is key, these tools can be useful for generating supplementary visuals or creating stylized content.
• Content Calendar Ai ● Some AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. can analyze your past GBP performance and suggest optimal posting times and content topics based on engagement patterns.

Sentiment Analysis For Review Management Automation

Manually analyzing customer reviews for sentiment can be tedious, especially with a high volume of reviews. AI-powered sentiment analysis tools automate this process, categorizing reviews as positive, negative, or neutral, and identifying key themes and customer concerns.

• Automated Sentiment Tagging ● Tools like MonkeyLearn or Brandwatch can automatically tag reviews based on sentiment, allowing you to quickly identify and prioritize negative reviews requiring immediate attention.
• Trend Identification ● AI can analyze review sentiment over time, identifying trends and recurring issues. This provides valuable feedback for improving customer service and business operations.
• Competitive Sentiment Analysis ● Some tools can analyze competitor reviews, providing insights into their strengths and weaknesses and identifying opportunities for differentiation.

Ai Powered Q&A Automation And Chatbots

Managing GBP Q&A and messaging can be resource-intensive. AI-powered chatbots and Q&A automation tools can handle frequently asked questions, provide instant responses, and escalate complex queries to human agents.

• Q&A Chatbots ● Deploy chatbots within your GBP messaging to answer common questions automatically. These chatbots can be trained on your business FAQs and provide instant support.
• Smart Reply Suggestions ● Some AI tools offer smart reply suggestions for reviews and messages, speeding up response times and ensuring consistent messaging.
• Automated Q&A Population ● AI can analyze customer inquiries and automatically generate questions and answers for your GBP Q&A section, proactively addressing potential customer queries.

Advanced Automation Strategies For Gbp Efficiency

Beyond AI, general automation tools and strategies are crucial for streamlining GBP management, saving time, and ensuring consistency.

Gbp Post Scheduling And Cross-Platform Automation

Manually posting to GBP daily can be inefficient. Utilize scheduling tools to plan and automate your GBP posts in advance, and integrate GBP posting with your broader social media strategy.

• Social Media Management Platforms ● Platforms like Buffer, Hootsuite, and Sprout Social allow you to schedule GBP posts alongside your social media content, centralizing your content calendar and workflow.
• Zapier And Ifttt Integrations ● Use automation platforms like Zapier or IFTTT to create automated workflows for GBP posting. For example, automatically share new blog posts or website updates to your GBP.
• Gbp Api For Custom Automation ● For businesses with development resources, the GBP API allows for custom automation solutions, such as integrating GBP posting directly into your CRM or internal systems.

Automated Review Monitoring And Alert Systems

Constantly checking for new reviews can be time-consuming. Set up automated alerts to notify you instantly of new reviews, ensuring prompt responses.

• Gbp Email Notifications ● Enable email notifications in your GBP dashboard to receive alerts for new reviews.
• Review Monitoring Tools ● Utilize review management Meaning ● Review management, within the SMB landscape, refers to the systematic processes of actively soliciting, monitoring, analyzing, and responding to customer reviews across various online platforms. platforms like Birdeye or Podium, which offer comprehensive review monitoring, aggregation, and alert features across multiple review sites, including GBP.
• Custom Alerts With Zapier/Ifttt ● Create custom alerts using Zapier or IFTTT to receive notifications via preferred channels like Slack or SMS when new GBP reviews are posted.

Automating Gbp Insights Reporting And Analysis

Manually compiling and analyzing GBP Insights data can be laborious. Automate the process of data extraction, reporting, and analysis to gain timely and actionable insights.

• Gbp Api For Data Extraction ● Use the GBP API to programmatically extract GBP Insights data. This allows for automated data collection and integration with data analysis tools.
• Google Data Studio Dashboards ● Create custom dashboards in Google Data Studio connected to your GBP data (via API or manual export). These dashboards provide real-time visualizations of key GBP metrics and performance trends.
• Spreadsheet Automation With Google Sheets/Excel ● Use Google Sheets or Excel with scripting or Power Query to automate data import, cleaning, and analysis of exported GBP Insights data.

Advanced Gbp Strategies For Competitive Advantage

Beyond AI and automation, several advanced strategies can further differentiate your GBP listing and provide a significant competitive advantage in local search.

Multi-Location Gbp Management Strategies

For SMBs with multiple locations, managing GBP listings efficiently and consistently is crucial. Implement centralized management and localized content strategies.

• Gbp Organization Accounts ● Utilize Google Business Profile Organization accounts to manage multiple locations under a single account. This simplifies administration and ensures brand consistency.
• Location Groups And Bulk Management ● Organize locations into groups within your Organization account for efficient bulk updates and management.
• Localized Content Strategy ● While maintaining brand consistency, tailor GBP posts and content to each location’s specific community, events, and local offerings.
• Location-Specific Keywords ● Optimize each location’s GBP listing with location-specific keywords relevant to its service area and local search terms.

Leveraging Gbp Api For Custom Integrations

The GBP API offers powerful capabilities for custom integrations and advanced functionality beyond the standard GBP dashboard.

• Custom Reporting Dashboards ● Build highly customized reporting dashboards tailored to your specific KPIs and data visualization needs using the GBP API.
• Crm Integration ● Integrate GBP messaging and review data directly into your CRM system for a unified customer view and streamlined customer service workflows.
• Automated Location Data Updates ● Automate updates to your GBP location data (hours, address, phone number) from your internal systems using the API, ensuring data accuracy and consistency across platforms.
• Third-Party Tool Integrations ● Explore third-party tools and platforms that leverage the GBP API to offer advanced GBP management, analytics, and automation features.

Advanced Gbp Analytics And Performance Measurement

Go beyond basic GBP Insights and implement advanced analytics and performance measurement to gain deeper understanding and optimize your GBP ROI.

• Track Gbp Conversions ● Implement conversion tracking to measure the direct impact of GBP on business goals, such as online orders, appointment bookings, or lead generation.
• Attribution Modeling ● Utilize attribution modeling to understand how GBP contributes to the overall customer journey and marketing funnel, beyond just last-click attribution.
• Competitor Benchmarking ● Conduct in-depth competitor analysis of their GBP performance, content strategies, and customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. to identify opportunities and benchmark your own progress.
• A/B Testing Gbp Posts ● Experiment with different post types, content formats, and calls to action in GBP posts and track performance to identify what resonates most effectively with your audience.

Advanced GBP strategies, powered by AI and automation, transform GBP from a listing into a dynamic, data-driven marketing engine, driving peak local visibility and sustainable business growth.

Reaching advanced GBP mastery involves embracing AI-powered tools, implementing sophisticated automation strategies, and leveraging advanced analytics. For SMBs committed to maximizing their local visibility, these advanced techniques unlock significant competitive advantages, streamline operations, and drive measurable business results. By continuously innovating and adapting to the evolving landscape of local search, SMBs can leverage GBP to its fullest potential and establish a dominant local online presence.

References

• Dwyer, J. (2011). Media convergence. McGraw-Hill Education.
• Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
• Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing ● Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.