Pick that Low-Hanging Fruit from Google Business Profile Already!
One of the first things we look at with a new client is their Google Business Profile. So, when was the last time you looked at yours? Take a peek at the benefits you could be missing:
The search engine game still heavily favors Google and theirs are the rules you need to play by if you want to be visible online. Making the most of whatever advantages they offer is a no-brainer, but we still find many small businesses overlook their Google Business Profiles (GBP).
A Google Business Profile is that box on the right of the search results with information about the business for which you are searching (see below). It’s like a mini website that gives viewers an at-a-glance summation of the business as well as an instant opportunity for contact. 
A Google Business Profile may appear right next to the sponsored ads, which are shown first on a search results page (see above). Next is usually the Google Map and businesses with a GBP are displayed on the map, higher than organic search results (see below).
Yes, that means that a business needs to have a physical address to have a Google Business Profile. While that’s easy for a pizza kitchen or a boutique with customers visiting their storefronts, service businesses often think they are excluded. They are not. Many services don't want their address shown. Fortunately, you don’t need to show the address. You can hide it or display an area of service instead.
Just for these two benefits alone every business should have a GBP and since it’s free to use, it’s a wonder that not everyone does. We find there are three different groups who could really use some help understanding and using Google Business Profile. Does your business fall into one of these groups?
Your business doesn’t have a GBP.
If you are a new business or haven’t yet been noticed, you may not have a Google Business Profile. Start at Google’s Business Profile page to learn more about what a GBP is and what you can do there. You’ll need a Google account, if you don’t already have one, and you’ll need to go through their verification process.
A GBP was added without your knowledge.
Google’s forte is search, after all, so it is possible they found information about your business and created a Profile from that. If so, you’ll need to claim it as the owner and go through the verification process. Check what information Google is displaying about your business. It could be very old and very wrong.
Your GBP isn’t optimized.
Congratulations on owning a Profile! Now, are you making the best use of it? A recent survey reported that a Google Business Profile accounts for 32% of the signals used to rank your business in search results, more than any other factor. You can see why it’s important to optimize your Profile!
Choose the right categories to be listed under and don’t try to be tricky. Be sure to fill out every blank you are offered and use all the characters you are allowed. Research and know the best search terms for your business so you can include them naturally. And don’t forget your location words since GBP is all about local search.
Regardless of what group you started in, from now on, commit to updating your Google Business Profile on a regular basis. No activity says that you’re irrelevant, so you have to keep reminding them that you mean business. Update your holiday hours, add new photos, respond to reviews and questions, offer specials and coupons – there’s so much you can do.
Here’s a bonus reason for Google Business Profile: performance and view insights (see below). You can see how many people viewed your profile, the number of clicks to your phone number or website, and much more. This information is so important for fine-tuning your marketing strategies.
Search engine optimization is a huge undertaking and the competition is fierce, but if you are competing locally, your chances improve greatly with a Google Business Profile so it's the number one place to start. Setting up a proper Profile is something you can do yourself, but a professional can do it faster, better, and with much less effort than you will take. Our Sprocket team does this all the time, and we can do it for you, too. Call today to learn more!
Photo by Lucas Bordignon
Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
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