BUSINESS sales pitch, such as ‘Family-run tree surgery with 15 years of experience,’ followed by regions covered and a list of key services, such as tree removal, stump grinding, etc. “The reason behind this approach is that when someone visits the profile’s page, they will only initially see the top four lines, and they will click on ‘more’ to see the entire description,” states London. For a similar reason to why businesses should be listed as ‘Open 24 hours’ in the ‘Products’ section, London also urges companies to list their services as if they were products. For instance, ‘Crown Reduction’ can be entered with a description such as ‘Professional crown reduction to improve tree health and safety,’ along with a direct link to the relevant service page on the website. This approach enhances the visual appeal of the profile while helping Google better understand the business and the services it offers. Projecting reliability for SEO value: Google reviews, regular posting and photos With a comprehensible Google Business Profile foundation in place, the next critical step is for a business to consistently showcase its advocated professionalism and reliability. According to London, the number one trust signal for potential customers and its impact on a business’ SEO is ‘Google reviews’. “A business with a lot of five-star Google reviews, which gets new ones regularly will normally outrank competitors with only a handful, even if its website is better optimised,” he adds. It is, therefore, essential for staff members to encourage satisfied customers to leave reviews; London recommends sending follow-up emails or texts to get a customer to the Google review page, in addition to making this process as easy as possible, such as providing a QR code or short URL. This consistent process should be coupled with responding to reviews, both positive and negative. “A simple ‘Thank you’ acknowledges positive feedback and shows engagement, while a professional and courteous reply to a negative review demonstrates good customer service and can mitigate potential damage to reputation.”
PROARBMAGAZINE.COM
Regularly adding high-quality photos and videos further enhances a Google Business Profile. Before-and-after shots of completed jobs, team photos and images of professional equipment all contribute to a strong visual presence and build legitimacy with prospective customers. London stresses: “Google is using AI to understand photos and videos, so having lots showing your past work will strengthen your Google profile.”
he suggests that publishing detailed 800+ word blogs on the business’ website can help complement SEO reach. These posts establish authority and attracting organic traffic. Topics like ‘How much does tree removal cost in the UK?’ or ‘When should you call a tree surgeon?’ provide valuable information to potential customers while incorporating relevant industry SEO keywords.
REGULARLY ADDING HIGH-QUALITY PHOTOS AND VIDEOS FURTHER ENHANCES A GOOGLE BUSINESS PROFILE
Simple steps can produce significant improvements As London demonstrates, tree surgeons do not need to be marketing experts or implement advanced SEO tactics to work towards increased online engagement. By focusing on optimising their Google Business Profile, actively collecting and responding to reviews, maintaining a consistent online presence and ensuring their website supports local search efforts, they can be competitive in their region’s digital landscape without getting bogged down in technical complexities. These straightforward steps yield the greatest return on effort, enabling tree surgeons to attract more customers and grow their business sustainably.
While the Google Business Profile is an important driver behind local search ranking, the business’s website still plays a supporting role in local SEO. Accordingly, London suggests that businesses complement their Business Profile with location-specific pages, such as ‘Tree surgeons in Brighton’ or ‘Emergency tree removal in Yorkshire,’ which helps target local search queries effectively. Including local keywords naturally within the content of these pages improves their visibility in region-specific search results. Furthermore,
For more information, visit: landscapemarketers.co.uk
Pro Arb | August/September 2025 53