In today’s hyper-digitized world, it’s essential for every business (yes, every single business, no matter how small) to be all up in the online game. We often discuss various strategies, like comprehensive blog coverage, choosing the ideal social media platform, how much and how often to post, video, photo or text content, but we often overlook one definitely effective option, the Google Business Profile. It’s much more than just ticking the box that says, well, we’re on top of the map.
It requires some effort, but the payoff is substantial.
What are the benefits of optimizing your Google Business Profile?
Local search engine optimization advantage (aka getting’ your biz visible in your ‘hood)
Local SEO focuses on the online visibility of businesses in a specific geographical area. When users search for services in their local area (e.g.: hairdresser nearby; sushi in the district, etc.), search engines heavily rely on Google Business Profiles to provide accurate and relevant results. By optimizing your company profile, search engines can easily find you, giving you a competitive edge over others.
How does this affect your everyday life? By optimizing both your company profile and your website in a coordinated way, you’ll be discovered by people who are actively seeking your services. Whenever someone is nearby and looking for what you offer, your business will be displayed to them.
Increased visibility for local search results (aka rulin’ the Map)
This is the section you see when you search for something in Google and a map appears at the top and three businesses below it that it finds most relevant to you. You can also get your business listed here if you optimize your business profile well. Getting here won’t be a walk in the park, but once you’re there, your visibility will skyrocket as Google directs numerous visitors to your business.
How does this affect your daily life? Once you’re there, you’re more likely to attract more visitors, because if someone comes to the recommended location and potentially leaves a review, Google recognizes the value of your business. So, when others search for a similar topic, Google will recommend your business again, creating a compounding effect that brings you more visitors and revenue.
Boosted local ranking factors
Google has a whole bag of trick to determine who the king of the local search game is. These are called “ranking factors”. By optimizing your Business Profile, you can adjust your ranking factors (it will have more information about you, can easily fine-tune who to refer to you) and improve your chances of showing up higher in local search results. Info like accurate contact information, presentation, keyword-rich descriptions, relevant categories and customer reviews play a key role in local SEO rankings.
How does this affect your everyday life? By investing a little effort, you have the chance to be referred to those who will actually come in and get what they want instead of turning their backs because they misunderstood something. For example, you don’t want someone seeking clock repair to mistakenly think you do it, while you are the master of lock repairs.
Trust and credibility (aka Street Cred)
A well-optimized company profile can increase the trust and credibility of your business, as there will be proof that you exist, that you don’t have to use the secret knock three times in a dark doorway to get somewhere, and there will be feedback and photos to give potential customers a sense of security. People are more likely to engage with a business that has a full and up-to-date profile (the online version of walking past a shop on the boulevard and seeing that it’s been closed for years, the grille is dusty, but the shop next door is nicely lit and people come and go through the door).
How does this affect your daily life? You don’t have to convince people offline, you don’t have to be at the door in person to demonstrate your business’ activity. They can check you out online, wee that your content is on point, and check out the latest pics and reviews.
Statistics and analytics
One often overlooked benefit of Google Business Profile optimization is the valuable information it can provide. You can gather data on how customers discover your profile, which can be useful for search engine optimization of your website, but most of all the ad expert will be happy with the information you can get from it. And you’ll be happy too, because if Google Ads doesn’t have to start from scratch, but already has data about your customers’ behavioral patterns, it’s easier to set up good advertising.
How does this affect your everyday life? You’ll be able to attract the same number of people with less ad spend, and you won’t have to spend so much time worrying about making small changes to your website to get more people to find you.
So, there you have it. These are my favorite benefits of giving some TLC to your profile. It is clear that a well-optimized Google Business Profile can give your local business a significant edge. Not only will it increase visibility in local search results, but it can also build trust, credibility and get customers engaged. Taking the time to polish up your profile will pay off in the long run – you can expect increased traffic and a more visible online presence than your competitors.
Embrace the power of Google Business Profile Optimization and see for yourself how much difference a little extra care can make to your life!
