Multi Modal SEO

Auditing your Google Business Profile (GBP) for accuracy and multimodal optimisation involves two stages: verifying the basics and then leveraging all available features for maximum visibility and engagement. Here’s a detailed breakdown:

Stage 1: Accuracy Audit (Essential Checklist)

1. Business Information Accuracy

   • Check that your business name, address, and phone number (NAP) match exactly across all online platforms. Consistency is key for local SEO.
   • Ensure your business category is correct and reflective of your services (primary and secondary categories).
   • Verify your website link directs to the most relevant page (not just the homepage, unless it’s optimised).

2. Operating Hours

   • Ensure business hours are up-to-date, including holiday schedules.

3. Business Description

   • Write a compelling business description that clearly explains who you are, what you offer, and why customers should choose you.
   • Keep it customer-centric while including relevant keywords for SEO.

4. Service Areas

   • Define your service areas accurately, especially if you serve multiple locations.

5. Services and Products

   • Ensure your services/products list is detailed, with descriptions and prices where applicable.
   • Use keywords naturally to improve search relevance.

6. Photos and Visuals

   • Upload high-quality images: interior, exterior, staff photos, services, and product shots.
   • Use descriptive file names for photos (e.g., “Mortgage-Broker-Swansea-Office.jpg”).
   • Add a 360-degree virtual tour if possible.

7. Reviews and Responses

   • Check if all customer reviews have been responded to (especially recent ones).
   • Be polite and proactive in addressing negative reviews, offering resolutions.

Stage 2: Multimodal Optimisation (Advanced Strategy)

1. Posts and Updates

   • Regularly publish Google Posts with updates, offers, events, or news.
   • Use images, emojis, and short, engaging text.

2. Q&A Section

   • Audit and populate the Q&A section with common questions and answers.
   • Answer pre-emptively to cover customer pain points (use your own questions if none exist).

3. Multimedia Strategy

   • Use short videos to introduce your business or showcase services. Videos should be under 30 seconds and focused on customer benefits.
   • Add geo-tagged photos and videos to boost local SEO signals.

4. Attributes

   • Add relevant attributes (e.g., “Wheelchair Accessible,” “LGBTQ+ Friendly”) to reflect your business values and offerings.

5. GBP Messaging

   • Enable the messaging feature to allow direct inquiries from potential customers. Ensure response times are fast to improve engagement.

6. Performance Insights

   • Regularly review performance metrics such as search views, calls, and direction requests.
   • Identify trends to optimise content and target high-performing keywords.

7. Keywords and Local SEO

   • Use keyword-rich content in your description, posts, and services while maintaining a natural tone.
   • Focus on local search terms and questions your audience frequently asks.

8. User-Generated Content

   • Encourage happy customers to upload photos and tag your business. Google loves user-generated content for ranking improvements.

Pro Tip for Multimodal Success

Multimodal optimisation is about creating a rich sensory experience for your audience across text, images, and video content. Aim to offer a consistent brand message while highlighting your unique personality and services.