#MarketingTeam4U
#MarketingTeam4U
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When you search for a business on Google, the Google Business Profile appears on the right-hand side alongside the organic search results. If there is no information there, it feels as though the business doesn’t exist. Yet the Google Business Profile is often the first point of contact for prospective customers – whether they’re looking for contact details or reading Google reviews.
However, when developing their online marketing strategy to boost visibility on Google, some companies neglect the Google Business Profile – formerly known as Google My Business – even though it is a key component of their online visibility. This is because the Google Business Profile is often the first point of contact between a company and potential customers, partners and job applicants – particularly when it comes to local enquiries.
The Google Business Profile appears when searching for a specific company name or for local products and services – provided it has been completed correctly. Many businesses have entered the basic details in their Google Business Profile. These include, for example, opening hours and contact details. However, many are unaware that they can display a great deal more important information free of charge directly in Google search results and on Google Maps.
As well as the business name and address, the information in the business profile includes opening hours, a link to the website and contact details such as an email address and telephone number. Posts and photos can also be published on the Google Business Profile to share news about the business. Another important aspect is products and services, as this is where you can add key information alongside images. Google reviews are also immediately visible. They reinforce the first impression – because a business with four or five stars is viewed with greater trust than one with two stars.
Many users do not go directly to a company’s website to find information. Instead, they use Google Search and refer to the information listed on the Google Business Profile. Any business that provides out-of-date, incomplete or no information at all runs the risk of losing potential customers, partners or job applicants.
Another important point: for many users, Google reviews are a key factor in their decision-making. Customer feedback provides genuine insights into the quality of products or services. When a partner reviews a business, that Google review reflects their experience of working with the business. An actively managed Google profile with professional responses to Google reviews also demonstrates that the company cares about its public image and that customer service is an important part of its corporate culture.
Just as on social media, businesses can also publish posts on their Google Business Profile – for example, about attending events, new product launches, company news or special offers. Regular posts show that the business is active and can also improve its ranking in local Google searches.
Local search on Google is another key factor for business profiles: users are increasingly searching for offers ‘nearby’ – and in such cases, the algorithm gives priority to business profiles that are well maintained. Particularly where direct competitors are less active, businesses with a well-maintained Google business profile can appear more professional and trustworthy.
Keyword-optimised information in the Google Business Profile: Firstly, the profile should be completed in full. The more comprehensive the information provided, the better Google can categorise the business and display it in relevant Google search results. It is particularly important to always include the main keywords. This applies to the business description as well as to product descriptions and replies to Google reviews.
Images on a Google profile build trust: Authentic images of the premises or the team also help to build trust in the company. Images of products or services can showcase the company to its best advantage. Furthermore, providing a glimpse into the company’s day-to-day operations creates a sense of connection for potential employees and partners alike.
Actively managing Google reviews: As customer reviews are such an important factor for a Google Business Profile, customers and partners should be actively encouraged to leave reviews. It is also important to reply to all Google reviews and to respond objectively and professionally, even to inappropriate or unfounded criticism.
Insightful analytics for Google Business Profiles: The analytics for Google Business Profiles provide direct insights into interactions with the profile. For example, you can see the number of views of the Google Business Profile, the number of clicks through to the website, calls, requests for directions, and the devices users are using to access the profile.
A complete, informative and up-to-date Google Business Profile is a key component of an online marketing strategy aimed at increasing visibility on Google. When maintained regularly, the Google Business Profile helps to build trust, increase reach and visibility, and connect directly with customers, partners and potential employees. This turns the Google Business Profile into a powerful communication tool.
Do you have any questions about your Google Business Profile, or do you need help setting it up or managing it on a day-to-day basis? If so, we look forward to hearing from you!
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