Local SEO

GBP Messaging

Quick Definition

GBP messaging lets prospective customers send chat messages directly from the Google Business Profile via the Google Maps app, with replies handled by the business owner via the GBP app.

In context

GBP messaging is an under-used trust and conversion lever. Profiles with active messaging and fast response times see higher click-through and conversion rates. Best practice: enable messaging only if you can guarantee responses within 24 hours (Google publishes the median response time on the profile and slow profiles get flagged); use the welcome message to set expectations; route messages to a CRM so they aren't lost.

Example

A Toronto wedding photographer enables GBP messaging with a target 4-hour response time — the conversion rate from message-to-booking is materially higher than the website contact form.

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Related terms

Google My Business (GMB)

Google My Business was renamed Google Business Profile in 2021. The terms are interchangeable in practice, with GMB being the older name still widely used.

Google Business Profile (GBP)

Google Business Profile (formerly Google My Business) is the free Google listing that powers your appearance in Google Maps and the local Map Pack.

Neighborhood Landing Page

A neighborhood landing page is a substantive web page targeting a specific neighborhood or sub-region within a metro, optimised for queries combining a service with the neighborhood name.

GBP Attributes

GBP Attributes are tags that describe specific business features — wheelchair accessible, free Wi-Fi, women-owned, identifies as LGBTQ+ owned, etc.

GBP Categories

Google Business Profile categories tell Google what your business does. The primary category has the strongest ranking impact.

NAP (Name, Address, Phone)

NAP refers to your business Name, Address, and Phone number — the three pieces of information that must be consistent across all online listings.

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