Google Business Profile – Formally Google My Business.
In April 2022, of all search queries conducted across all search engine providers, 92.49% were done through Google. During 2022, Google was consistently used more than 75% than any other search engine. This is probably not too surprising as ‘to google something’ had already been adopted as a verb for well over 15 years.
Officially launched in 1998, Google was a new way to search the world wide web for information. Whilst, essentially, that has not changed, it now does this in a much more complex way but also offers companies many more opportunities for promotion such as Google Business Profile.
So what is it exactly?
Google Business Profile is a free tool which allows you to manage how Google presents your business and is designed to help promote local businesses online. You can upload images, logos, videos, locations, contact details, opening hours and reviews. You can list your services and products giving customers a preview on what you offer before they even visit your website. Think of it as a shop window – and all for free. It’s an easy “one-click” way for potential customers to get directions, call you, see how others rate you or just go to your website.
Background
Google Business Profile grew out of Google Local (then Google My Business) which was a business listing directory. (You can manage your Google Business Profile profile from within Google Maps).
How Does it work?
After you have set up your account (we discuss how to do this later in the blog) and someone then searches “restaurants near me” or “ lawyers near me” and are clearly looking for a local business. This is when the power of Google Business Profile really comes into its own. If you have set up your Google Business Profile account well, you should appear in Maps and Google Local Pack listings. These always feature on page one of a search!
But it is not just about providing contact details and directions, Google Business Profile provides a number of other features:
Reviews
People can leave reviews about your business, and more than 90% of people rely on reviews when making a decision about purchases. Even if you get a negative review, this gives you the option to demonstrate outstanding customer service so customers know that should anything go wrong it is likely to be quickly and easily resolved. And if you have lots of happy customers don’t be afraid to ask them for reviews – 60% of customers say they usually leave reviews when asked.
Posts
The “Post” feature allows you to promote events, products or services. When you add a post to your Business profile, the content will show in Google search and map results. The post allows an image and up to 300 words of text. Don’t forget that “Call-To-Action”, to make sure your customers know what to do to take the next step to purchase. Some possible ‘active’ words include “Learn more”, “Reserve”, “Sign up”, “Buy” and “Get offer”. However posts will last for 7 days before you will need to replace it with a new post, but they are great for short term promotional offers.
Insights
Google sends you monthly insights, comparing the previous 2 months for which keywords were used in successful searches, which could help you refine your keywords and content. You can schedule alerts or access these any time by logging into your Google My Business Account.
Google Business Profile Insights
Now you have discovered how useful Google My Business can be, you just need to follow these 6 simple steps to set up your own account:
6 Steps to setup your Google Business Profile page
- Go to https://www.google.com/business/ and click ‘Start Now’.
- Log into your Google account or set up an account if you don’t have one yet.
- Search for your business by name and address, if it is not found just click on “Add your business” and fill in the required information.
- Create/Claim your Google Business Profile Page
- Verify Your Business – Google will send you a verification code to make sure the correct people are claiming a business. This code will be sent to you via a phone call, postcard mailed to your business address or an email, depending on which you prefer.
- After you have verified your business you can add more information about your business as discussed above.
An ongoing process
Your Google Business Profile account is not something you set up and then forget about. In the same way you update your website to keep it fresh and relevant, you should regularly review your profile and add new pictures, videos and respond to questions and reviews, as well as ensuring that your information is still accurate.
Social Media Business Pages
While you are taking the time to set up your Google Business Profile profile you might also want to give some thought to how your business is represented on social media. Both Facebook and LinkedIn offer the ability to have business pages. If you have a very visual or creative product or business you might also want to consider Instagram or even Tiktok if you have a young demographic. We go into this in more detail in another blog if you want to learn more.
If you need help setting or managing your Google Business Profile Profile, contact us for help.
Sources:
https://www.nbcnews.com/technolog/no-googling-says-google-unless-you-really-mean-it-1c9078566
https://eclincher.com/benefits-of-google-my-business/
https://eclincher.com/the-genesis-of-google-my-business/
https://www.innovationvisual.com/knowledge/why-is-google-my-business-important-for-your-business
https://www.innovationvisual.com/insights/set-up-google-business-page
https://www.shopify.com/retail/how-to-encourage-customer-reviews-and-why-you-should
https://www.brightlocal.com/research/local-consumer-review-survey/#what-consumers-think-about-businesses-asking-for-and-responding-to-reviews
