Utilising your businesses Google My Business (Google Business Profile)
In 2021, Google announced a name change for its local listings platform, with Google My Business (GMB) now called Google Business Profile (GBP). This straightforward, user-friendly tool can be highly effective as a long-lasting part of SEO and digital marketing, not least in terms of bringing in new local clients. It’s a dynamic snapshot of your business, highlighting all your best features.
Google has been urging the millions of small businesses who use Google Business Profile as part of their online presence to manage their profiles directly on Search or Maps, where the user experience has been upgraded following the retiring of the Google My Business app.
You can edit your own information, complete verification, or sort out other issues directly from Search. Just look for your business’s name on Google and you’ll see the available options. You can also edit the details people find when they look for your business, and even set yourself up on GBP this way.
How to Optimise your Profile
It is beneficial to frequently optimise your Google Business Profile to boost engagement, conversions, local rankings, relationships with customers and more.
Regularly update your Google Business Profile
Do this to boost reputation, gain more clicks and attract location visits. According to Ipsos research, having an up-to-date Google Business Profile significantly boosts your chances of a sale.
You may not realise that any user (as well as Google) can alter your profile – that’s why you need to keep an eye on it.
Stick to Google guidelines
Otherwise, your GBP could be suspended. Not only that, but because Google encourages user-produced content like reviews, you need to track what is being added to your content.
Manage your GBP properly
If you’re a multi-location set-up, go to the Business Profile Manager dashboard. For a single-site business, use Search or the Google Maps app.
Optimising your Google Business Profile
Click on the Business Information section to edit basic details. A key reason for visiting local businesses is to see if and when they’re open – so update your hours regularly, especially during holiday periods.
If you sell tangible products, add them, and display what you offer – as long as you are not an online-only business, since this tool is exclusively for those with tangible premises.
Services work in an equivalent way, and again it’s easy to add those which you provide.
Photos and Images
We all find our attention drawn to pictures when scrolling. And Google itself says businesses with images receive 42% more requests for directions. Upload high-quality images directly from Search and Maps.
Reviews
Don’t be shy about asking. Make it as easy as possible for customers to leave a review by printing of QR codes or sending links directly to customers to quickly review. We can offer tips for this – but remember financial incentives are against the rules.
Promotion Opportunities
Click on the Promote button for a wide range of chances to promote yourself via Google Business Profile features.
Profile Analytics
The Performance function gives you insights into how your Google Business Profile is faring with searchers, for example by revealing how many calls, messages, bookings, directions requests and website clicks your listing has received.
Engage with customers
The Customers section makes engaging with your customers easier than ever. From here, you can see and respond to customer reviews and messages and answer queries that have been left via the Q&A section.
You can also talk to people via the Questions and Answers section of your profile and set up messaging direct from your profile.
There are other tricks and features, and we can only expect to see more announced in the months and years ahead.
Talk to us
You always need to optimise your website and Pay Per Click campaigns, but don’t forget to do the same for your Google Business listing. And it’s not a ‘once and done’ kind of set-up – it requires constant attention.
With our experience of all things SEO and digital marketing, we’re ideally placed to help ensure your organisation gets the most of Google Business Profile. Get in touch today to learn more.