Making the most of your Google Business Profile

What is your Google Business Profile?

It is a free tool that you can use to manage the presence that your business has on Google Search and Maps. You can use your Google Business Profile to showcase the information about your business that you deem most important, like opening hours, contact details, and the business’ location.

Additionally, you can increase engagement with potential customers by posting updates, special offers and photographs, as well as by responding directly to reviews and questions in a public manner. This, alongside the fact that an updated profile will ensure that your information is accurate and verified, will build customer trust.

Your Google Business Profile also provides you with valuable insights on the ways in which customers interact with your profile. For example, you can find out the number of website clicks you receive through the link on your business profile. Bulking out your profile will also boost the visibility of your business across local search and on Google Maps.

What are the key sections of your Google Business Profile?

First of all, an obvious one – your business’ name. Without that, there wouldn’t be much point in filling out the rest. Next up is your business category. You’ll need to pick a primary category to sum up what your business does, but you can then select other categories to support your main one. It is also good practice to add a link to your website, as well as adding contact information, like a phone number and your social media profiles.

Another important thing to add is the address of your business, which is essential in getting you the visibility you want to have on Google Maps. Once your customers know where you are, they’re going to need to know when they can visit you, and that’s why your Google Business Profile needs to include your operating hours. Additionally, photos and videos of your business are useful for attracting customers, as are posts (which can range from updates and announcements, to any offers that your business has running).

When it comes to providing further information, the clear first step is to fill in your business description. This will allow you to explain who you are and what your business does in a more detailed manner than just selecting a few categories. You also have the option of adding on special features, like outdoor seating or wheelchair accessibility, in the ‘More’ section of your Google Business Profile.

Beyond that, you can upload a list of the products or services that your business offers. Each listing can include a description of the product or service, a link to its location on your website, and an image to showcase it. One last feature of your Google Business Profile is that customers can submit questions, as well as reviews and ratings. These reviews can be very impactful, as shown by research from Think with Google that identifies the percentage of consumers who trust online reviews as much as personal recommendations is as high as 88%.

What are the benefits of completing your Google Business Profile and keeping it up to date?

Raising visibility

By ensuring that your profile is completed, especially with information like your business’ address, you improve the chances of appearing in local searches and on Google Maps. This can improve your chances of being noticed by potential customers. Additionally, posting regularly, from updates to offers to photos, can help to keep your profile relevant in the eyes of Google, which will improve your search engine rankings.

Improving credibility and trust

Keeping your business’ profile up-to-date means that customers can find accurate information on your location, opening hours, and contact details far easier – without the risk of them going to the wrong address or calling the wrong people. Also, having details that are verified and accurate can build customers’ confidence in your business. In fact, Google Support states it is 2.7 times more likely that potential customers will consider a business reputable if they find a completed Business Profile on Google Search and Maps.

Increasing conversions and analytic insights

By giving customers the information that they need in order to find or contact your business, you are increasing the likelihood that they will get in touch. This can therefore lead to a higher level of sales, as more people are aware of your offerings. Alongside this, the more potential customers you have visiting your site, the more data you will collect on how they entered your site, and this can inform your future activities.

Managing your reputation

Responding to questions and reviews submitted by customers can really help to build customer loyalty and improve relationships. Additionally, if there are any poor reviews on your profile, addressing them and offering apologies and appropriate solutions will weaken the negative impact that they could have on your business’ reputation.

If you have any questions about optimising your Google Business Profile, or if there are any design or development topics that you’ve been wondering about, then don’t hesitate to get in touch.