Want to top Google Search results without obliterating your ad budget? Read on to learn how.
by Hannah Peddle, Manager at The Neriah Group
If you're anything like me, when a friend shares a restaurant you’ve never been to, you immediately open up a Google Search or Google Maps to check it out. Once the business pops up, you see how long it takes to get there, what people are saying about it, whether or not the food looks good, and if the patio seating seems nice.
I’m guessing that after only spending a couple minutes looking at the business’s profile, you decided whether or not you will go for dinner.
That’s the power of a Google Business Profile.
First, what is a Google Business Profile?
Formerly known as Google My Business, the Google Business Profile is essentially a free social media and advertising platform.
When created and curated well, your Google Business Profile can become your most powerful tool for advertising and trust building.
On your profile, you will be able to share basic information such as business name, address, phone number, website, and operating hours. You can also explain your products or services in detail.
Businesses providing a service can engage the bookings feature, allowing customers to schedule appointments right from the profile.
Perhaps the most powerful features of the Google Business Profile is the ability to post updates sharing news, special offers, events, or additional information about how your business creates value.
Of course, you can also upload images, graphics, and videos; customer can leave reviews or ask questions; and, as the Profile owner, you can access insights and analytics.
Why is a Google Business Profile so important?
Your Google Business Profile isn’t just another place to store information about your business. The key benefit of a well maintained Google Business Profile is the boost to your business’s SEO (Search Engine Optimization).
The majority of people go to Google when they need an answer, solution, or help. And when they come looking for your products or services, you want to ensure your business shows up at the top of the list of search results.
This is where SEO comes in.
SEO is driven by a continuous flow of high quality content or paid ads. It can take a lot of time and money - more than we have or want to dedicate - to reach a point where your content and ads serve as a significant value-add for your SEO.
The Google Business Profile is an invaluable tool because it allows customers, particularly local customers, to find you without you having to pay for ads. If you post an update at least once a week, ask customers to write you reviews, regularly add photos, and quickly respond to all visitor engagements, you will benefit from organic (and free!) SEO in no time.
Example: The power of a Google Business Profile to build SEO
Have you ever typed car mechanic, tutor, trailer rentals, bagels, or ice cream into a Google Search bar and the words “near me” populated as a search suggestion?
When you select “_________ near me,” most likely, three to four local business pop up on a Google Maps frame at the top of the search results, followed by a list of web links to Top 5 lists or big-name businesses.
Without a Google Business Profile, a small business would never be able to compete with a large regional or national chain for the top spot in search results. This is simply because the large business has more money to spend on ads. However, with a Google Business Profile, small businesses are strategically placed to out-rank large businesses in their local markets.
How to start your Google Business Profile
Don’t wait. Create your Google Business Profile today.
Simply log into your Google account and look for the Google Business Profile icon in your app catalog. Next, fill in your business information. The more complete your profile is, the better it will perform as an advertising tool.
Once complete, there will be a brief period of time - usually only a few days, but possibly a couple weeks - in which Google reviews your profile to ensure everything is in order. Once your profile is live, you can make changes and post updates as you like.
If you would like more guidance on creating, maintaining, and leveraging your Google Business Profile, we can help! We are happy to provide strategic advisement or to create and manage your Business’s Profile. Schedule a free consult today.
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