What Is Google Business Profile and Why Is It Important?

When you think about the ways to showcase your business online, you probably think about your business’s website. While your website is important, there are several other places you’ll want your business to be seen. If you operate a brick and mortar business, you should claim your listing on Google Business Profile (GBP).

Formerly known as Google My Business, or GMB, Google Business Profile is a free service run by Google that allows businesses to be featured in search results and on Google Maps. Any business with a physical location that sells products and services in person or by phone may claim their Google Business Profile. These businesses may have customers come directly to their location, or they may provide services from technicians or representatives who travel to customers within a dedicated geographic area.

Your Offline Business Needs an Online Presence

For eCommerce businesses, the need for digital marketing is obvious. These businesses operate solely online, so they need to be seen online. However, in the modern digital world, brick and mortar businesses need to be seen online as well. Most people will head to Google when they need to find a local business, whether they’re looking for a nearby Thai restaurant, a hardware store, or a gas station. Google Business Profile can help your business get seen at the top of search results.

What Exactly Is Google Business Profile?

With Google Business Profile, you basically create a mini website for your business that shows up right in search results and in Google Maps results. This profile will include all the information customers might want to know before they visit you, such as your phone number, address, products and services, a brief overview of your business, your business hours, and a link to your website.

GBP Can Get Your Business Seen Where Locals Are Searching

As of April 2023, Google has 29.61% of the search engine market share worldwide. Therefore, Google is the place to be seen if you want to connect with consumers in your area. When you claim your Google Business Profile, your listing will be seen in key places to reach more new leads, build trust with potential customers, and drive up your sales.

• Google Local Pack – When people conduct “near me” searches, e.g., “pizza near me,” Google will present a list of local businesses matching that search as part of their Google Local Pack. In this case, searchers would see the closest pizza restaurants based on their current location. Because these are high-intent searches, getting featured prominently in search results will help you get more business without a lengthy lead nurturing process.
• Google Maps Searches – Sometimes, users will head directly to Google Maps to find stores, museums, restaurants, and other attractions in their area. With an active, optimized Google Business Profile, you’ll be positioned to get found in searches on Google Maps.
• Direct Searches – Another benefit of claiming your GBP listing is that you’ll have greater control over what people see when they search for your business by name. Your GBP info will be displayed along the right edge of the screen (or at the top of the screen on mobile searches), so customers can get all the information they need with minimal effort.

Exploring the Possibilities With Google Business Profile

Google Business Profile offers several ways for you to engage customers and drive up traffic to your storefront.

• Optimize Your Profile – On your GBP listing, you can add a quick bio of your company, include a link to your website, showcase images of your business and your staff, display your business hours (and update your hours for holidays and special events), and add links to your social media profiles.
• Showcase Products and Services – Product and service descriptions allow you to showcase what your business has to offer, so customers can be sure you have what they’re looking for.
• Answer Customer Questions – People can ask questions directly on your Google Business Profile listing, which you can answer publicly to ensure customers have all the information they might be looking for.
• Collect and Respond to Reviews – Customers can leave reviews for you on your Google listing, and you can respond to them directly. Your star rating and the number of reviews you have will be listed prominently on your profile, so the more reviews you have, the better!
• Share Updates – Have a new product dropping? Want to announce an upcoming sale? Share the news with Google Business Profile posts. These quick updates can include images and links to your website, and they show that your business is actively engaged in managing your online presence.

Best Practices for GBP

GBP can be a powerful tool for your business, but it does require some key steps to comply with Google’s user guidelines. Here’s a quick look at the best practices for GBP.

• Describe your business accurately
• Provide a precise business address/service area
• Avoid prohibited content and activities based on Google’s guidelines
• Update your profile often

Salem Surround can help you optimize and maintain your Google Business Profile, so you get seen where it matters most. Contact us today to learn about GBP management and other local SEO services.