The Importance of Having a Google Business Profile in Digital Marketing
Google Business Profile (formerly known as Google My Business) is a free service designed to help promote local businesses and organizations online.
It acts as a mini-website or citation that is displayed on the right-hand side of the Google search results page, which business owners can manage.
Setting up a Google Business Profile is an incredibly important step in creating an online presence for your brand. This article delves into the benefits of having a Google Business Profile and how it can directly impact the success of your company.
Share Important Information About Your Business
Your Google Business Profile is the first thing users will come across when they search for your business on Google.
If someone wants to get in contact with you, they will most likely google your company name and check the right-hand panel of the search results to gather the information they need.
If that information doesn’t appear and is not easily accessible to them, they may look elsewhere. Having a Google Business Profile enables you to share important information about your business online, such as:
- Opening and closing times
- Company address, phone number, and email address
- Product images
- Links to your site
- A description of your company and what you have to offer
Following the pandemic, many businesses are reopening and closing and opening hours are more unpredictable than they used to be, as public health orders are subject to changing unexpectedly.
Therefore, Google Business Profiles should always be completely up-to-date, so that companies can effectively communicate these changes in opening hours and health protocols with their customers quickly and efficiently.
Improve Your Local SEO and Visibility
Not only will your Google Business Profile help users find your opening hours and contact details, but it will improve your local search visibility as it is integrated with Google Maps. It quite literally puts you on the map!
Search queries are becoming increasingly more specific to geographical locations and Google’s algorithms consider user intent. For instance, if you were to search for ‘hairdressers near me’ on Google, a list of local hairdressers would appear at the top of the search results based on your current location.
The businesses that appear based on your search query have Google Business Profiles and a clear advantage when attracting you as a customer over businesses that don’t have one.
Google Business Profiles always get priority on the first page of local Google searches and Maps queries. Therefore, creating a Google Business Profile will help local people in the area to find your company online.
Enable Customers to Leave Reviews and Send Direct Messages
Having a Google Business Profile makes it easy for customers to leave positive feedback about your business. It is an incredibly popular reviews platform, and many people use it to source opinions over sites such as trust pilot and reviews.io.
Positive online reviews make you appear more credible and trustworthy to users, acting as a free advertisement for your products or services. Customers are far more inclined to purchase from businesses with a large number of positive reviews and testimonials.
Even if negative reviews arise, Google allows you to reply to these criticisms publicly. Receiving negative feedback allows you to understand how different consumers are responding to your products or services.
You can use this information to determine the success of your business and work out the strategies you ought to improve.
Replying to all reviews and direct messages shows customers that you’re serious about them and their experience with your business, which in turn allows them to build trust in your brand.
Gain Valuable Customer Insight
Not only does your Google Business Profile promote your company and your services, but it allows you to gain valuable customer insight and understand the market.
The ‘insights’ tool gives you statistics and information that can help you determine where your customers are coming from, such as:
- The number of views your profile had
- How do your customers find your profile
- The actions users take on your profile
- Other interactions users have on your profile
- The age groups, gender & geographical location of your users
- The number of clicks on your website link
In summary, creating a Google Business Profile is a simple yet effective way to promote your products or services and elevate your business. It’s free and easy to use, and setting up and verifying your profile can be done quickly and efficiently.
It’s an important aspect of your digital marketing, as it allows you to improve your online presence, connect with your customers, analyze your performance and ultimately increase revenue.