Google Business Profile – Benefits, Statistics, and a Plan

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Woman with binoculars to show the importance of being found online with an actively managed Google Business Profile

I’m always stunned and amazed at how many businesses don’t take advantage of their Google Business Profile. (Formerly known as Google My Business.)
It’s free and user-friendly, takes up a lot of real estate on a search results page, and allows businesses to manage their online presence on Google, the world’s largest search engine. A well-optimized and regularly managed GBP page can lead to increased visibility, customer engagement and conversions, enhanced reputation, and ultimately, higher revenue.

Let’s take a look at the key advantages of managing your business’s Google Business Page, backed by supporting statistics.

Increased Local Visibility

With 5.6 billion searches per day, Google reigns as the most widely used search engine globally. Moreover, around 46% of all Google searches are seeking local information. By managing your Google Business Profile, you significantly enhance your chances of appearing in local search results, making your business more discoverable to potential customers nearby.

Supporting Statistic: According to Google, businesses with complete profiles are 2.7 times more likely to be considered reputable by customers.

Boost in Website Traffic

Your Google Business Profile acts as a gateway to your website. When potential customers discover your business through your profile, they are more likely to click through to your website for more information or to make a purchase than if they just see it in search results.

Supporting Statistic: A study by BrightLocal found that 86% of consumers use the internet to find local businesses, and 90% of them visit the website of the business they found online within a day.

Enhanced Customer Engagement

Interacting with your customers is essential for building strong relationships and fostering loyalty. Google Business Profile offers various features to engage with customers, such as responding to reviews, answering questions, and sharing updates about your business. Actively and ethically cultivating reviews can customers is perhaps the single most cost-effective way to build your businesses reputation.

Supporting Statistic: According to ReviewTrackers, 53% of customers expect businesses to respond to their online reviews within seven days.

Improved Online Reputation

Your online reputation can make or break your business. Positive reviews and high ratings on your Google Business Profile can instill trust in potential customers, encouraging them to choose your business over competitors. We helped one of our clients at Bleeding Edge, a home inspector, built a thriving business in less than a year, and a huge component of that success was accumulating 85 legitimate 5-star reviews within 12 months of starting their business.

Supporting Statistic: BrightLocal’s research shows that 82% of consumers read online reviews for local businesses, with 52% of 18-54-year-olds saying they “always” read reviews.

Local SEO Advantage

Google uses information from your Business Profile to display relevant information in local search results and on Google Maps. By optimizing your profile with accurate and up-to-date information, you can improve your chances of appearing in the coveted “local pack” or “3-pack,” which showcases the top three local search results. It’s SEO gold. I can’t overestimate the importance of garnering a local pack listing!

Supporting Statistic: A study by Moz found that the local pack appears in the top spot of Google’s search results 93% of the time when a local search is performed.

Valuable Business Insights

Managing your Google Business Profile provides access to valuable insights and analytics. This data offers valuable information about customer behavior, such as how they find your business, their actions on your profile, and what they do after engaging with your listing.

Supporting Statistic: Google’s data indicates that businesses that add photos to their profiles receive 42% more requests for driving directions on Google Maps and 35% more clicks through to their websites than businesses that don’t have photos.

Cost-Effective Marketing Tool

Creating and managing your Google Business Profile is entirely free, making it a highly cost-effective marketing tool. It allows businesses of all sizes to reach a vast online audience without the need for extensive advertising budgets.

Supporting Statistic: A study by the Local Search Association (LSA) revealed that 63% of consumers use multiple devices to find local businesses, highlighting the importance of having a well-managed online presence.

A Plan of Action

I won’t leave you hanging without a plan of action! Here is a complete step-by-step guide on how to optimize your profile:

  1. Claim and Verify Your Business: Start by claiming your business on Google My Business. Follow the verification process to confirm that you are the legitimate owner or manager of the business.
  2. Provide Accurate Business Information: Ensure that all the essential information about your business is accurate and up-to-date. This includes your business name, address, phone number (NAP), website URL, and business category.
  3. Add Business Hours: Specify your business operating hours, including any special hours for holidays or events. Accurate hours help customers know when they can visit or contact your business.
  4. Upload High-Quality Photos: Include high-resolution images of your business, products, and services. Photos enhance your profile and give customers a better sense of what to expect when visiting your establishment.
  5. Write a Compelling Business Description: Craft a concise and compelling business description that accurately represents your brand and offerings. Use relevant keywords to improve your profile’s searchability.
  6. Select the Right Business Category: Choose the most relevant primary and secondary business categories. Accurate categorization helps Google show your profile to users searching for products or services you offer.
  7. Collect and Respond to Reviews: Encourage customers to leave reviews on your Google Business Profile. Respond to reviews, both positive and negative, to show that you value customer feedback and engagement.
  8. Monitor and Update Information: Regularly monitor your Google Business Profile for accuracy. Update any changes to your business information promptly, such as new addresses, phone numbers, or operating hours.
  9. Add Posts and Updates: Utilize the “Posts” feature to share updates, offers, events, and other relevant content with your audience. Posts appear on your profile and can help increase customer engagement.
  10. Enable Messaging and Q&A: Enable messaging to allow customers to contact you directly through your Google Business Profile. Also, monitor and respond to questions asked by potential customers in the Q&A section.
  11. Utilize Attributes and Services: Use the “Attributes” section to highlight specific amenities or features your business offers, such as Wi-Fi availability, outdoor seating, or wheelchair accessibility.
  12. Enable Bookings and Appointments (if applicable): If your business offers services that require appointments, enable the booking feature to allow customers to schedule appointments directly from your profile.
  13. Leverage Google My Business Insights: Regularly check the insights and analytics provided by Google My Business. These data offer valuable information on how customers find and interact with your profile.
  14. Manage Multiple Locations (if applicable): If you have multiple business locations, create and manage separate Google Business Profiles for each location to ensure accuracy and localized visibility.
  15. Use Google Business Website (optional): Consider using the Google Business Website builder to create a simple website if you don’t already have one. This option is available through Google My Business and can provide basic information about your business.

Let’s Sum it Up

Actively completing and managing your Google Business Profile page can be a game-changer for your business. The benefits of increased local visibility, boosted website traffic, enhanced customer engagement, improved reputation, and valuable business insights are supported by compelling statistics.

As customers increasingly turn to online sources to discover and engage with local businesses, having a strong and well-optimized Google Business Profile becomes a vital component of your overall digital marketing strategy. Embrace the power of this platform and your business will thrive. Just do it!