Make the most of your Google Business Profile

If you have a business, you need to have a Google Business Profile. What is it? Google Business Profile is a free tool that helps local businesses manage their online presence on Google Search and Maps. It’s like a mini website specifically for your business on Google, allowing you to control how potential customers find and learn about you.

Here are some key things to know about Google Business Profile:

• For local businesses: It’s mainly for businesses with a physical location or service area, not solely online businesses.
• Manage your information: Update your business details like address, phone number, hours of operation, website, photos, and services offered.
• Increase visibility: Claim your Business Profile to ensure accurate information appears on Google Search and Maps, increasing chances of getting found by local customers.
• Engage with customers: Respond to reviews, answer questions, and post updates to connect with potential and existing customers directly on Google.
• Build trust and credibility: Verified Business Profiles are twice as likely to be considered reputable by customers.
• Free and easy to use: Creating and managing your Business Profile is completely free through Google.

Here are some examples of how businesses can use Google Business Profile:

• A restaurant can display their menu, photos of their dishes, and link to their online ordering system.
• A hairdresser can showcase their services, prices, and stylist profiles.
• A plumber can highlight their areas of expertise and show customer reviews.

Your Google Business Profile can do more for your business than you know, but you need to use it!

Verify your Business

You may already have a Google business profile even if you haven’t set one up. If you own a business and have a physical location, there’s a good chance you do. But you still need to claim and verify that business even if it exists already in Google, so you can maximize its efficacy.

Here are the step-by-step instructions on how to verify a business on Google Business Profile:

Find or create your Business Profile:

• If your business is already on Google:
  • Search for your business on Google Search or Maps.
  • Click on your business name when it appears.
  • Click on the “Claim this business” button.
• If your business isn’t listed yet:
  • Go to https://business.google.com and click on “Add your business to Google.”
  • Follow the prompts to create a new profile, providing accurate information about your business.

Initiate verification:

• Once you’re in your Business Profile, click on the “Get verified” button. There are several ways you can verify your business. However, you may not be offered all these options.

General methods:

• Instant verification: This option is rare and only applies to businesses with strong online presence or connections to Google products. If available, your profile will be automatically verified without requiring further action.
• Email verification: You’ll receive a verification email with a link to click. This simple method verifies ownership of the email connected to your Business Profile.

Location-based methods:

• Phone call or SMS: Google will call or text a verified phone number associated with your business. You’ll need to answer the call or enter the received code to verify.
• Postcard: This traditional method sends a postcard with a unique verification code to your business address. Once received, enter the code to verify.

Additional methods:

• Video verification: In some cases, you might be asked to record a short video of yourself holding a government-issued ID and stating your business name. This is for extra security in sensitive categories.
• Bulk verification: If you manage multiple locations under one business, Google may offer bulk verification options through tools like Google My Business API.

You will not be offered every possible verification method. The most common method is the postcard, and most businesses will be offered that, but I have seen businesses who were only offered video verification. Choose whatever verification method you like best from the ones offered, but you must verify your listing or else you can’t manage the content in it.

Factors affecting available methods:

• Business category: Certain categories might have limited verification options based on Google’s risk assessment.
• Public information: If your business information is readily available online, Google might rely on those sources for verification, minimizing the need for additional steps.
• Region and support volume: Verification options can vary depending on your location and Google’s resources in that area.

Once verified, optimize your listing

Optimizing your Google Business Profile is important for local businesses. Here are key things you should ensure are entered and optimized:

Basic Information:

• Accurate and Consistent NAP: This refers to your Name, Address, and Phone number.
  • Verify these details across all online platforms to maintain consistency for search engines and users.
• Primary and Secondary Categories: Choose the most relevant categories that accurately describe your business’s core offerings. Research popular search terms used by your target audience to guide your selection.
• Attributes: Select relevant attributes like wheelchair accessibility, pet-friendliness, or payment options to further clarify your services and attract specific customer segments.

Engaging Content:

• Compelling Business Description: Maximize the 750-character limit to showcase your unique selling points, key services, and any special offers. Include local keywords and a call to action.
• High-Quality Photos and Videos: Post visually appealing images of your storefront, products, team, or happy customers. Showcase your ambiance and offerings, using professional-looking photos and adding captions for accessibility.
• Regular Google Posts: Share news, announcements, events, or promotions through engaging posts. Include enticing visuals and calls to action, and schedule regular updates to stay fresh in customers’ minds.

Customer Engagement:

• Respond to Reviews Promptly: Acknowledge both positive and negative reviews professionally and address any concerns promptly. This shows dedication to customer satisfaction and builds trust.
• Enable Q&A: Allow potential customers to ask questions directly on your profile. Answering promptly and accurately demonstrates expertise and encourages engagement.
• Manage Messaging: If enabled, respond to customer messages efficiently through the messaging feature. Prompt communication fosters positive interactions and potential conversions.

Additional Optimizations:

• Link your website: Connect your website to your Business Profile for seamless navigation and increased website traffic.
• Track Insights: Utilize Google My Business Insights to monitor search queries, clicks, and demographics of your audience. Analyze data to refine your optimization strategies.
• Stay Updated: Regularly review and update your profile information, hours of operation, and offerings to ensure accuracy and avoid frustrating customers with outdated information.

Remember, optimization is an ongoing process. By consistently adding value, engaging with customers, and monitoring performance, you can ensure your Google Business Profile attracts leads, builds trust, and ultimately helps your business flourish.

Maintain your Google Business Profile

Setting up your business profile is just step one. Now it’s time to maintain. That means checking in with it regularly, adding photos, updating content, adding posts, and making sure it’s accurate and up to date.

• Do your hours change for the holidays or seasonally? Make sure your hours stay updated in your Google Business Profile.
• Do you offer specials or offers regularly or occasionally? Add those to your Google Business Profile as posts. Adding a new post once a week can get you more interaction and more clicks.
• Do you have messaging turned on? More and more people are looking to message people through the Google profile. If you want to manage your messages through your phone, make sure you install Google Maps and login to your account in the map app. If you have notifications turned on for the app, you’ll get a notification when people contact you via your profile and you can message with them in the app.
• Request reviews from happy customers. Did you know that it takes six positive reviews to negate one negative review? People are much more likely to leave a review when they are unhappy. However, you can ask your customers to leave reviews, and most of the time, people are happy to do it if you just ask. Check out our online review service to learn about getting more reviews to your Google Business Profile.

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Maintaining your Google Business profile is no longer an after-thought, but should be a dedicated part of your marketing plan. Don’t miss out on this important aspect of marketing for your business.