“Google Business Profile is a powerful tool for unlocking hidden revenue streams, yet many dealerships barely scratch the surface of its potential. By fully optimising their GBP, dealerships can significantly boost search rankings, build trust with potential customers, and drive more foot traffic—ultimately leading to exceptional growth and profitability.” – Raphael Millin, CEO, Localise
Why Google Business Profile Matters
A strong online presence is essential for automotive dealerships. With 97% of consumers searching online to find local businesses, optimising your GBP can significantly increase both website traffic and showroom visits. Yet, many dealerships aren’t fully utilising GBP and are missing out on valuable revenue.
How to Optimise your Google Business Profile for Unbeatable Growth:
Optimise Your Business Information and Choose the Right Categories
Ensure your business details are correct and consistent across all platforms:
- Business Name: Use the same name across your website and social media.
- Address and Phone Number: Double-check for accuracy across all online platforms.
- Opening Hours: Keep hours updated, especially during holidays or events.
- Website Link: Always link to your website to drive traffic.
Choosing specific categories is vital. If you specialise in new cars, used cars, or specific brands, make sure this is reflected in your categories. The more precise your categories, the better you’ll rank for relevant searches, helping the right customers find you.
Use High-Quality Photos and Videos
Visual content is critical for engagement. According to Google, businesses with photos on their GBP receive 42% more requests for directions and 35% more click-throughs to their websites. Use high-quality visuals to highlight your dealership:
- Exterior Shots: Help customers easily recognise your location.
- Interior Photos: Create a welcoming virtual tour of your showroom.
- Vehicle Photos: Showcase your inventory with sharp, professional images.
- Video Walkthroughs: Engage viewers with videos showcasing models or behind-the-scenes tours.
Add Products and Social Media Links
Adding your vehicle inventory to GBP allows customers to see what’s available at a glance, increasing visibility and attracting attention straight from search results. Including social media links gives customers additional avenues to engage with your business, building trust and expanding your online reach.
Encourage and Manage Customer Reviews
Customer reviews are one of the most impactful features of GBP. Positive reviews build trust and improve your rankings. Encourage happy customers to leave reviews through follow-up emails with a direct link to your GBP review page. Respond to all feedback—whether positive or negative—showing potential customers that you care about their experience.
Leverage Google Posts for Offers and Updates
Google Posts allow dealerships to share updates, offers, and events directly on their profile. These posts appear in search results, making them an excellent way to attract attention. Use Google Posts to:
- Promote Offers: Highlight seasonal deals or limited-time promotions.
- Showcase New Inventory: Draw attention to new arrivals to encourage test drives.
- Advertise Events: Promote events like test-drive days or special sales.
Include clear calls to action like “Call Now” or “Visit Us Today.” Keep your posts updated, as they expire after seven days.
Optimise Your Landing Page
Ensure your landing page is seamless and engaging for visitors from your GBP. A fast-loading, mobile-friendly page that mirrors your GBP information (such as available vehicles and contact details) can reduce bounce rates and encourage conversions.
Take Advantage of the Q&A Section
The Q&A section on GBP allows customers to ask questions directly. Answering frequently asked questions about financing, services, or vehicle availability can save time for both you and your customers. Monitor this section regularly and respond quickly to improve customer satisfaction and trust.
Stay On Top Of Suggested Edits
Anyone can suggest edits to your GBP, potentially changing crucial details like your business name or hours. Google themselves can even override certain details too. Monitor these suggestions closely to ensure that your profile remains accurate and your search rankings aren’t negatively affected.
Increase Your Citations
Citations—mentions of your dealership’s name, address, and phone number on various platforms—enhance local SEO. Use platforms like Yelp, Bing Places, and automotive directories to improve your local authority. Ensure all citations match your GBP information to avoid confusing search engines and lowering your visibility.
Fight Back Against Spam
Spam and fake reviews can harm your dealership’s reputation and search rankings. Be vigilant about monitoring your profile for any suspicious activity. Google have recently updated their ‘Prohibited and restricted content’ policy to cover fake reviews. This means if they spot too many bogus reviews, they can temporarily unpublish your reviews and enforce a ‘banner of shame’ on your profile warning users that fake reviews were recently detected.
Another common problem seen within the automotive industry is competitors engaging in “keyword stuffing,” where they add terms like ‘Mercedes-Benz’ to their GBP name even if they aren’t authorised dealers. This misleading practice unfairly boosts their rankings and can divert customers from legitimate, authorised dealerships.
To combat this, regularly check for competitors using misleading keywords in their names and report these violations to Google. Prompt action helps protect your brand’s reputation and ensures fair competition.
Monitor Insights and Adjust Your Strategy
GBP offers insights that show how customers interact with your dealership. You can use this data to fine-tune your strategy and maximise your profile’s impact. Key metrics include:
- Customer Actions: Track how many people clicked your website, called your dealership, or requested directions.
- Search Queries: Identify the keywords people used to find your business.
- Popular Times: Determine when your profile gets the most views.
By reviewing these insights regularly, you can adapt your strategy to drive even more engagement. For example, plan promotions during peak activity hours to increase conversions.
Impressive Results: Localise Client Success Story
Over the three years since Localise began Google Business Profile Management Services for Mercedes-Benz of Newbury’s , the dealership has experienced significant growth across key performance metrics:
- Calls: Up by 245.6%
- Website Link Clicks: Up by 273.5%
- Map Direction Requests: Up by 126.9%
These figures show a dramatic increase in customer engagement and online visibility.
“Sandown has partnered with Localise for several years, and we couldn’t be more satisfied with their service. The team is always accessible, provides thorough quarterly reports, and offers insightful recommendations that have helped us optimise our Google Business Profiles. We truly appreciate Localise’s expertise and support.” – Louise, Group Marketing Manager, Sandown Group
A Simple Yet Powerful Tool for Unmatched Growth
Google Business Profile is an incredibly effective tool for driving growth in the automotive industry. By optimising your profile with accurate details, high-quality visuals, customer engagement, and regular promotions, you can increase your visibility in local searches and attract more customers.
With Localise’s professional management services, your dealership can fully leverage GBP without the hassle, ensuring you stay ahead of the competition and unlock new growth opportunities.
