Claim Your Corner of the Digital World with Google Business Profile Optimization
- Christopher Gorrie
- Mar 17, 2024
- 7 min read
It’s a loud world out there. With 4.4 billion new businesses opened every year, clawing out a space for your brand can feel a bit like trying to yell over a crowded room. (Make that a football stadium, and you get a closer idea!)
While there are plenty of ways to stand out online – websites, social media, email marketing – one platform often gets overlooked: Google Business Profiles.
Google Business Profiles are your megaphone in this digital stadium. They're not just a static listing; they're a dynamic platform that amplifies your brand's voice, blasts it across the search engines, and lands it in the ears (or, more accurately, eyes) of potential customers already looking for what you offer.
Think of it like this: you've built a beautiful store and stocked it with amazing products, but it's tucked away in a quiet corner down a dimly lit alley. Google Business Profiles are like setting up a flashing neon sign pointing the way and shouting, "Hey there! Come find exactly what you're looking for right here!"
But it's not just about shouting loud enough to be heard. It's about shouting the right things, too. Google Business Profiles allow you to tell your company's unique story, showcase your brand, and build trust with potential customers – all in one neatly organized online spot.
So, how effective are Google Business Profiles? And how can you start taking steps to ensure your Google Business Profile stands out from the rest? Let's explore.
What Exactly Are Google Business Profiles?
In simple terms, a Google Business Profile is your business’s identity card in Google’s eyes. It’s where you can publish all the relevant information about your company so that it shows up accurately across Google products and services.
More specifically, a complete Google Business Profile consists of:
Location on Google Maps: Puts your business on the map, literally! Customers can view your exact location.
Key Business Information: Name, address, phone number, website, business hours, etc. This helps customers find and contact your business.
Photos and Videos: Help customers visualize your products, storefront, or services. Gives your business an authentic identity.
Products & Services: Details about what you sell or offer. Allows customers to see if you have what they need.
Posts, Offers, and Updates: Updates, promotions, and deals that show up in search and Maps. Keeps customers engaged.
Reviews from Customers: Builds trust and social proof. Reviews boost credibility and help you highlight strengths.
In a nutshell, Google Business Profiles act as dynamic yellow page listings that pop up with relevant information across Google Search, Maps, YouTube, and other services when customers look for businesses like yours.
Unlike normal website business directories or listings, Google Business Profiles are fully managed by you. This means you have complete control over how your business is portrayed across the world’s most popular search engine.
Let’s break down each of those elements in more detail – and see how they can benefit your business.
Location on Google Maps
The bread and butter of business on Google is being seen on Google Maps. A Google Business Profile will automatically add your business to Google Maps, making it easier for customers to find you. This is especially important for businesses with physical locations, as it lets customers quickly and easily get directions to your store or office.
But don’t let this keep your online business from creating a Google Business Profile! Even if you don’t have a physical location, having your business on Google Maps can still be beneficial. It allows potential customers to see where your business is located and get an idea of your service area.
Key Tip: Really hone in on your target audience location to ensure your business is appearing on Google Maps when they search for relevant terms. Don’t forget to update this if you move!
Essential Business Information
This forms the backbone of your profile. You’ll need to provide accurate details like:
Business name
Physical address
Phone number
Website URL
Business hours
Services offered
Getting this basic information right ensures customers can learn about and contact your business. Plus, throughout the year, you can update your hours and other details to make sure customers always have the most up-to-date information.
Key tip: Always check and double-check that your essential business information is correct. Even one digit off in a phone number or address can lead to missed opportunities for potential customers to connect with you.
Photos and Videos
A picture is worth a thousand words – and when it comes to showcasing your business, photos and videos are an essential tool. Did you know listings with photos and videos receive 42% more requests for driving directions and a 35% higher click-through rate to their website?
That's because visuals help to make your business stand out and give customers a sense of what they can expect when they visit.
Google My Business Profiles allows you to upload photos of your business location, products or services, and team members. This helps give potential customers a visual representation of what they can expect from your business – and whether or not it aligns with their needs and preferences.
You can also upload videos to your profile, allowing you to showcase your business in action or provide more information about your products and services. This can greatly enhance the customer experience and build trust and credibility for your brand.
Key tip: Make sure to use high-quality images that accurately represent your business. Avoid using stock photos or misleading images that could result in disappointment for customers who visit your business in person.
Products & Services
Your Google Business Profile allows you to showcase your products and services in a convenient and visually appealing way. It can be a small digital storefront that entices potential customers to learn more about your offerings and make a purchase.
Within your profile's "Products & Services" section, you can add individual products or services with a description and price. This is a great way to highlight your top-selling items or any new promotions that may be running.
Another useful feature is the ability to categorize your products and services. This makes it easier for customers to find what they are looking for and also helps improve search engine optimization (SEO) for your business.
Key Tip: Keywords, keywords, keywords! Make sure to use relevant keywords in your product and service descriptions to help improve your visibility on search engines. Not sure where to start? You can find a list of keywords your visitors search within your analytics dashboard!
Posts, Offers, and Updates
Most business simply set up their Google Business Profile with the essential data and walk away – leaving one of the best Google tools for businesses largely untapped. In order to fully maximize your profile's potential, you should regularly post updates and offers about your business.
Google Business Profiles are a great place to update your customers about new products, special promotions, and upcoming events. This isn’t just a social media feed – it’s an SEO goldmine. By consistently posting relevant and engaging content, you can keep your business at the top of search results and attract more potential customers.
But remember to stay true to your brand voice! This is where your inner content creator can shine. Whether your brand is playful and lighthearted, informative and professional, or somewhere in between, make sure your posts reflect your brand's unique personality.
Key Tip: Not sure where to start? Here are some ideas for creating engaging content for your Google Business Profile:
Share behind-the-scenes footage of your business: This can include photos or videos of the production process, team meetings, or even a sneak peek at upcoming products.
Highlight recent events or specials: If your business recently hosted an event or launched a new product, share it on your Google Business Profile. This will show potential customers your business is active and offers something new.
Offer exclusive promotions or deals: Use your Google Business Profile to offer special discounts or promotions to customers who mention seeing the offer on this platform. This can help incentivize potential customers to choose your business over competitors.
Reviews from Customers
One of the most important parts of building a business is harnessing the power of word-of-mouth. If you aren’t actively seeking quality customer reviews, you’re missing out on some of the most powerful marketing. (Plus, you can guarantee that someone is talking about you online – and it might not be good news!)
Not only do positive reviews help to increase your business’s credibility and trustworthiness, but they also influence potential customers in their decision-making process. Studies have shown that people are more likely to trust a business with more positive reviews.
The more positive, authentic reviews you can include on your Google Business Profile, the better. Of course, remember that not all reviews will be positive – and that’s okay! In fact, having a mix of both positive and negative reviews can actually help to build credibility by showing potential customers you are transparent and value feedback.
Key Tip: Actively ask your customers to post a review on your Google Business Profiles, and highlight and respond to both positive and negative reviews. This will help you increase your overall review count and show that you are engaged with your customers and value their opinions.
Data Analytics: The True Power of Google Business Profiles
While the above free features of a Google Business Profile are great, there’s an area many businesses are not taking advantage of – data analytics. By verifying your business on Google and regularly updating your profile, you gain access to valuable insights about your customers and how they interact with your business. This is your shortcut to excelling at Google Business Profile optimization.
Without Google Business Profile Optimization, You May Be Missing Customers
There can be a lot of dishes to spin when you run a business, and keeping a Google Business Profile thriving may seem like a non-essential task. But with the majority of consumers turning to online research before making purchasing decisions, it's crucial to have a strong online presence. And Google Business Profiles are one of the most important components of that presence.
If you aren’t actively managing your Google Business Profile, you may be missing out on potential customers searching for products or services you offer. And when you lack critical information and updates on your business, you lose the opportunity to engage with potential customers and attract them to your brand.
Worst of all, you miss out on the free advertising that comes through a powerful SEO presence. Google Business Profiles are highly ranked in search engine results, making it easier for potential customers to find your business and learn more about what you offer.
Not taking advantage of everything Google Business Profiles has to offer? Claim your corner of the internet today, and take steps to ensure your business is visible and appealing to potential customers. It may be the best decision you make for your brand.
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