If you run an in-person business, you can’t underestimate the value of a Google Business Profile. In fact, Google indicates that verified businesses are twice as likely to be considered reputable.
And the reason for that is simple.
People trust Google. It’s dominated the search engine space for decades and currently owns more than 80% of the market share in that sector, according to Statista.
Let’s take a closer look at what a Google Business Profile is, the benefits of having one, and how to successfully set one up.
What is a Google Business Profile?
A Google Business Profile, or GBP, is a free online profile with Google that helps you manage how your local business appears on Google Maps, Shopping, and Search.
Prospective customers come across Google business listings when they search for a place, service, or item in a specific location. For example, “nail salon in Tampa, Florida” or “breakfast near me.”
When they pull up a profile, they can:
- Find the business address and phone number
- Read the business description
- Scan customer reviews
- Check operating hours
They can also look through listed products and services — or search through menu items and photos.
But there’s a catch.
While you may get lucky enough to pop up in a few search results with a bare-bones GBP — you’ll need to optimize your profileoptimize your profile if you want optimal search rankings.
For instance, Cruise America, a company known for its RV rental in Florida, uses its Google Business Profile well, making it a go-to resource for RV rentals in its service area. It ensures its listing has accurate location details, relevant keywords, up-to-date business hours, and a wealth of positive customer reviews. As a result, Cruise America secures a strong ranking in local Google searches.
When potential customers search "RV rentals in Florida” or when locals search “RV rentals near me," they can easily discover Cruise America’s Google Business Profile.
Let’s take a closer look at some of the benefits of having a Google Business Profile.
Benefits of an optimized Google Business Profile
Having an optimized Google Business Profile helps you maintain a ranking position in Google Search and Maps in your geographical area. This means nearby locals and visitors will be able to easily discover your business when they search for something you offer.
Having a Google Business Profile also gives you a simple tool to post promo updates, upcoming events, or a change in your hours of operation.
If you operate a DIY lemonade stand, use your Google Business Profile to announce seasonal openings or special flavors of the week, drawing in thirsty customers with the promise of homemade refreshment.
Customers can also see if you’re open or closed in real time.
Potential customers who come across your business listing can easily share your menu, photos, and services with their friends and family. They can also keep up to date with any health and safety measures you follow (a must during the pandemic) — and check out your unique attributes, like “women-led business.”
But possibly the best thing about having a GBP … is having an extra sales channel you can use to generate high-value leads and customers to your website. That’s why it’s essential to optimize your Google Business Profile with searchers and conversions in mind.
Let’s take a look at what that might look like.
How can I optimize my Google Business Profile for better search results and conversions?
The answer to this question is fairly simple — use every feature that Google offers you. (And place enticing offers in your business listing and on your connected website.)
It’s not about cluttering your profile with useless facts.
It’s about giving your audience as much valuable information about your business as possible — and lowering the barrier to entry.
For example, get inspired by FrameStore’s Google Business Profile. When you search “custom picture frames Santa Monica, CA,” you’ll see it populates as the second organic search result.
While its 4.9-star rating and 55 customer reviews are impressive, that’s not the only reason its Google Business Profile has a high search ranking. In fact, some 5-star-rated framing companies rank lower than FrameStore.
So … what sets this listing apart?
It’s chocked full of useful information and promos.
FrameStore’s competitors have included their website links, addresses, and phone numbers on their Google Business Profiles. But not much more than that.
FrameStore, on the other hand, goes the extra mile by including:
- Frequent promotional updates (with corresponding images)
- Answers to frequently asked questions (FAQs)
- Product listings (with corresponding images)
- Links to its social media profiles
- A detailed business description
- A healthy dose of images
- Relevant keywords
- All of the above
FrameStore also generates leads from its Google Business Profile.
When curious searchers head to its website from its GBP, they immediately get the chance to grab a 50% off coupon on a custom frame:
If they don’t fill out the form, they get another chance to grab the coupon when they try to exit with FrameStore’s exit intent pop-up:
Searchers can also choose a linked promo in FrameStore’s Google Business Profile updates section by clicking “Learn More.”
From there, they’ll automatically get transferred to FrameStore’s corresponding landing page, where they can:
- Request wholesale pricing
- Buy the featured product
- Get a 50% off coupon
- Join its newsletter
So … to answer your question, it’s about maximizing visibility and calls to action.
Put in the time to set your profile up right and build conversion funnels so you can turn your Google Business Profile into a trusted sales channel.
Speaking of setting up your profile … let’s take a closer look at how to get listed on Google.
How can I get listed on Google?
Follow these steps to create and optimize your Google Business Profile.
Step 1: Get started
Head to Google’s Business Profile home page and choose “Manage Now.”
Step 2: Add in business details
Fill in each field that Google populates for you.
This usually includes adding your:
- Business name
- Business Type
- Business Category
- Business physical address
- Business phone number
- Business website
- Business email address
Note that Google makes occasional updates and may ask you to fill in different fields after the time of this writing.
Step 3: Get verified and customize your profile
Select a way to get verified.
Next, add your business hours and customize your profile.
Some ways you can (and should) customize your profile include:
- Adding messaging capabilities so customers can contact you through your GBP
- Adding crisp photos of your business location, products, and services
- Adding a detailed business description
Step 4: Claim your advertising credit (optional)
Claim your $500 advertising credit to start advertising your business with Google Ads — optional.
Step 5: Optimize your profile
Take your profile to the next level by asking previous customers to leave reviews, adding a captivating cover photo, and answering customer questions.
Be sure to also list your products and services and include relevant keywords throughout your business description and profile.
Some other ways to optimize your profile include:
- Adding a lead generation or conversion incentive on your website’s home page — for instance, a free downloadable guide or coupon
- Addressing negative reviews immediately — with a solution and an invitation to get in touch with you
- Connecting landing pages to the “Learn More” CTAs in the updates section
- Including promos in the “updates” section
- Adding links to your social media profiles
It’s also vital to update your GBP in real time when relevant.
For instance, if you’re closing early for a special occasion, update your hours of operation. If you’ve just added a new promo to your website, make sure to list it in your GBP updates section.
You’ll also need to remember to add and remove products and services. For instance, if an item is out of stock or you don’t plan on stocking it in the future, be sure to remove it from your GBP. If you’ve added a new product or service to your offerings, don’t forget to include it as soon as possible.
Some other things to update in real-time as needed include:
- Your business phone number
- Your business address
- Event information
- Business photos
- Your menus
Wrap up
You may have underestimated a Google Business Profile as a sales channel. While Google Ads are notorious for getting good results, they’re not the only thing that sets your GBP up for success.
In fact, with strategy and intention, you can generate leads and convert prospects organically with your GBP.
But you have to put in the time to set your profile up right. That means adding as much valuable information about your business as possible.
Use every field Google offers you to your advantage — even the ones it deems optional.
Integrate keywords, refresh your images, and build in sales funnels like the ones we referenced above. You should also address customer reviews (good and bad), answer FAQs, and update your information in real time when needed.
By putting in the work to optimize your Google Business Profile, you can generate leads and sales while you sleep.
That’s it for now.
Here’s to your success!
PS: Need help managing your online presence? Let’s chat about your next project.
