Google has become synonymous with search. While most businesses and attractions know it’s a no-brainer to include strong SEO and PPC in their marketing strategy, they often overlook one of the most important aspects of Google itself: the Business Profile on Google.
This underutilized asset is a goldmine for building your online presence to attract visitors to your destination. Make sure you understand how Google Business Profiles work — and then put your profile to work for your business.
What is a Google Business Profile?
Google is the most popular search engine, with 90% of the search engine market share. There are 167 billion searches performed on Google each month and at least two trillion searches per year. With those numbers, your free Business Profile is priceless in more ways than one.
The information found in Google Business Profiles is compiled from several sources. Google sources business information from public information, such as details from a business’ official website, licensed data from third parties, and information based on Google’s interactions with a local destination or business.
Users — including business owners who claim their Google Business Profiles — can contribute factual information, like phone numbers and addresses, and content, like photos and reviews, to build out their Business Profiles. When you verify your business, you can confirm that your information is correct and ensure you’re the only one who can edit it. All Google users can suggest edits and provide feedback to help Google edit business information as necessary.
How does your Business Profile work?
Your Google Business Profile is a crucial aspect of your inbound marketing strategy. You can use it to share information about your business, engage with customers, and attract new customers. Your profile allows you to:
- Maintain an accurate online presence. Share your hours, website, phone number, and location with Google to keep your online presence up to date for Google Maps and Search users.
- Engage new and returning customers. The average business gets 33 clicks per month from its profile.
- Drive traffic to your website. Half of the people who interact with your Google Business Profile are likely to visit your website.
- Build trust. 98% of consumers feel that reviews are important when purchasing goods or services.
- Meet customer needs. Provide the information that smartphone users are looking for: business hours (54% of users), directions to your location (53%), and your address (50%).
Remember how popular Google is as a search engine? Your Google Business Profile allows you to get the most out of Google Search and Google Maps by maintaining local results. These results are tailored to particular geographic areas to help Google users find nearby businesses. Your Google Business Profile improves your business’ local ranking.
How do you manage your Business Profile?
Once you claim and verify your Google Business Profile, you can begin optimizing your profile. Turn your Business Profile into a free customer acquisition tool by following a few simple best practices.
Be thorough: Complete every section of your profile and include as much information as possible. Provide details, including photos, posts, and links, and use special offers to attract potential consumers.
Be accurate: Check and double-check your profile for accuracy. Be meticulous with contact information, location, address, and hours — the most important information sought by consumers.
Be strategic: Pay close attention to the items you know your visitors seek out. Take advantage of the way people search online and include links that drive people to deeper pages of your website.
Be engaging: Prompt your customers to review your business by extending an invitation via email, text, social media, and in-person conversations. In 2022, 65% of consumers left reviews when asked.
Be responsive: Respond to reviews and answer questions. Update information on your goods, services, and attractions in a timely manner.
Be consistent: Upload new photos and publish new information on a regular basis to increase your interactions with your current, past, and future customers.
Set up your Google Business Profile today
Even though it’s free, 40% of businesses don’t claim a Google Business Profile. That means when you create a profile for your destination, customers are more likely to find — and choose — you. It’s an easy way to improve your online presence and gain business over competitors who don’t have a verified Google Business Profile.
Share information, communicate with returning customers, and attract new customers by setting up your Business Profile on Google. Not sure where to begin? Contact us today to discuss how you can get the most out of your Google Business Profile and your overall marketing strategy.
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