Whilst most businesses know they need targeted visibility on Google, they often focus on search engine optimisation (SEO) for their website. There is another, often overlooked, strong contender for helping them be seen, and that’s an up-to-date, optimised Google Business Profile (previously known as Google My Business).

This gem of a marketing tool gives potential clients a succinct yet powerful overview of your business. If you’re not utilising it, you are missing a trick. It makes you easy to find, shines a spotlight on your services and enables clients and potential clients the opportunity to engage with you. This is all done from the Search Engine Results Page (SERP). What’s more: it’s free.

Updating your details doesn’t take long – just minutes – but can have a huge impact, and fast.

How to sign up for a Google Business Profile

If we’ve already got you thinking and you’re wondering about how to set up a Google Business Profile, it’s probably much easier than you’re anticipating. We’ll run you through what you need to do in a few simple steps. (It’s worth noting that Google may update the wording slightly).

• First, head to google.com/business 
• Then click on the ‘Manage now’ option
• Insert your business name and click the ‘Next’ button
• Insert your address; unless you don’t have a physical shop or don’t want your actual location to show up because your business operates in a specific service area, in which case click on ‘I deliver goods and services to my customers’ then ‘Hide my address’
• Next, select the most suitable primary business category
• Insert your contact number
• And finally, add your website URL

Your account should then be set up.

How to start a Google Business Profile

You can only edit your details once your business has been verified. Usually, you don’t have a say in how Google verifies you. Often, you’ll receive a postcard, which contains a code, to the address you’ve given and only then can you insert the code on your Google Business Profile and complete the verification process.

The benefits of optimising my Google Business Profile

There are so many reasons for optimising your Google Business Profile. They include:

• Competitive edge

Being able to outshine your closest competitors completely free of charge makes optimising your Google Business Profile a no-brainer.

• Improving brand visibility and engagement

The number of consumers looking at Google without visiting any other websites is increasing. This is because often search pages are holding the information they need to make a decision about which business to use. If they are ‘window shopping’ with Google and perhaps interacting with you through the search engine, your Profile needs to be optimised for valuable engagement and conversions.  

• Enhancing your local ranking

The algorithm for positioning Google Business Profiles takes proximity, relevance, activity and quality of information into consideration. So, optimising your Business Profile with local SEO and maps alerts Google that you need to be ranked higher.

• Increase conversions

Potential clients can find you by using keyphrases alone – they don’t even have to know your business name. They can contact you in all the ways you provide, find out more about you by visiting your website and reading reviews, they can engage with FAQs, ask for a quote, book an appointment and so much more. You can track how clients use it too.

How do I optimise Google My Business Profile

If all of this has you asking yourself: “How do I make my Google Business Profile stand out?” here are some tips:

• Complete each segment of your Profile accurately and in as much detail as possible. When doing this, be careful to make sure there are no inconsistencies with other online information you’ve published as this can have a negative impact on your ranking.
• Create your own ‘from the business’ segment. It shows beneath your reviews and provides the perfect platform for giving your USPs and what makes you stand out. Whilst you have 750 characters, use the first 250 for the most important information. Include keyphrases throughout and avoid links and repetition. 
• Consider the most general search term for your business, the one that most potential clients would search for and use that to choose the right category for your profile. 
• It may seem obvious but use the ‘products and services’ segment to outline all you offer. Again, all information is important here, such as the name, a short description and prices.
• Use the Google Business Profile attributes segment to present your top features, such as offerings, payments, accessibility and so on.
• Opt to use your own photos. They are more likely to be used by Google than clients’ and are likely to be of much better quality. Add photos regularly to keep Google interested. Think business premises and vehicle (if appropriate), your products, services, tools and resources, before and after pictures and so on.
• Ask clients for. They are reassurance for potential clients, so the more you have, the better.  
• The Questions and Answers segment should not be underestimated. Questions you are often asked about your business should feature here, along with the right replies. These replies might just allay any doubts or concerns a potential client may have about choosing you. Be sure to set up notifications so you can reply speedily to incoming questions. 
• Keep your Profile active by viewing it as any other social media platform and updating it on a regular basis. Whilst it may not need as many posts as the other platforms, responding promptly to client questions and comments, uploading photos once a month or more and posting updates beneath your reviews and ‘from the business’ segments will help nicely with your ranking.
• Making it so clients can text straight to your phone without having to list your personal number is made easy with Google Business Profile, as you can enable messaging. Again, setting up notifications is a good idea so you don’t miss any enquiries.  

Be inspired. Find out more about how to get the most from your Google Business Profile by contacting one of our experts today.