Your Google Business Listing
How to claim, manage, edit, and optimize your business listing on Google, and why you need to take control of it!
In This Article:
What is a Google Business Profile?
Formerly known as Google My Business, Google Business Profile is a free tool that enables you to manage and optimize your business listing on Google. It is a must-have tool for both small and large businesses to market to their area. Whether your business is looking to increase foot traffic or web traffic, Google is where your customers are searching, and you need your business to show up.
"Your Business Profile is a free tool that allows you to take charge of the way your business appears on Google Search and Maps. With your Business Profile, you can connect with customers, post updates, list your products and services, accept online orders, and more."
A Google Business Listing is not the same as a Google Business Profile.
A Google Business Listing can be created by anyone (whether affiliated with the business or not). All that is needed to create a listing on Google is the business name, location, and category. Once submitted, Google checks to see if it doesn't already exist, and if it doesn't, it becomes searchable on Google Search and Google Maps. That listing is available for people to leave reviews, add photos, as well as ask or answer questions. Basically, the listing is vulnerable to whatever information the public decides, and without a Google Business Profile, you (as the business owner or manager) have zero control over that information.
To manage your Business Listing on Google you need to create a free Google Business Profile account. By claiming ownership of your Business Listing via your account, you attain management rights to unlock the excellent free marketing features available and control the information about your business within the listing.
Google Search Results
Here you can see when a business name is searched in Google, you have the list of search results (in pink), as well as the Google Profile on the right-hand side of the page (in red). This listing is helpful in displaying information customers are looking for.
Google Maps Search Results
When keywords associated with your business are searched in Google Search or Google Maps, you want your business name to show up. This is especially true for people searching for a business like yours in their area.
Who is it for?
Google Business Profile is for any business who provides a local service — whether they have a physical location or a business that travels to their customers (such as some service-based businesses). You don’t even need to display the exact location of your business operations.
What Businesses are not eligible for a Google Business Profile?
Rental or vacation properties
Lead generation agents or companies
Businesses that operate 100% online or do not have any local presence
Businesses operating in locations they don't have the authority to represent
If you own a business that interacts with customers or clients in your area, and you want to control and optimize your online presence on Google, you need a Google Business Profile.
From Google Support — Guidelines for representing your business on Google
Why It’s A Must
If you don’t create a Google Listing, a listing can still be created for your business — with information the public decides is relevant. You can manage by creating one (or claiming one that has already been made).
Even if you don’t have a website, Google will display your Google Business Profile in local search results.
If you have a website, your Google Business Profile is an effortless way to increase your site’s exposure and get more traffic! (more traffic = more business)
What Your Google Business Profile Can Do
Display essential business information
Help your customers quickly and easily find your location, hours, and contact information
Easily direct customers from Google to your website
Add links to your products, services, and prices
Allow you to engage with customers
With your Google Business Profile, you are able to promptly reply to messages and reviews, enable direct messaging, as well as read and reply to comments on photos and posts from customers
Gather and obtain important data about the customers clicking on your business
You can use the built-in analytics within your Google Business account to see the search terms people are using to find your business, learn how and where people are discovering your business, compare how your photos are performing with those of your competitors, and find out what actions customers are taking on your listing (such as website visits, calls, and messaging)
Use Google My Business to boost your SEO
Include relevant keywords naturally, to help your website rank higher in searches. These can be included in your business description, your response to reviews, your answers to questions, and the posts you publish. Including them will help your business show up for relative search terms.
Regular managing of your Google Business Profile signals Google to rank your business higher for related searches. This means if you are keeping your listing current and sharing new images or updates, Google will prioritize your business over others that are less active.
The Stats
Customers are 70% more likely to visit businesses with a Google Business Profile.
Businesses with complete listings on Google are twice as likely to earn trust from customers
Credibility gained from Google is enough to sway people to be 38% more likely to visit your store, and 29% more likely to buy something
88% of consumers trust online reviews as much as personal recommendations
* Stats acquired from Hootsuite
Best Practices
Be Sure All Information is Accurate and Relevant
Google will rank your listing based on how the quality of your information. If Google deems anything inaccurate or misleading, your ranking will suffer.
As your business grows and evolves, your contact information, website URL, business description, services, or scope may change. Make sure your listing changes with you.
Load It Up With Details
The more details you include in your Google Business Profile, the better you will perform in Google search results for relevant search terms.
Don’t skip out on photos (a short video is a bonus)!
Never Keyword Stuff
Keywords are essential, but they need to be added naturally. Google has algorithms to recognize keyword stuffing and will penalize your listing if it identifies keyword stuffing.
Maintain Reviews
Encourage customers to leave reviews. Regular reviews show Google your business listing is current, and listings with positive reviews are recognized by Google as trusted businesses and prioritized.
Respond to EVERY review (the sooner the better). This is good business practice and will also signal to Google that you are actively maintaining your listing.
Stay Active
Publish posts and add photos regularly, and encourage customers to post as well! This is another great way to show Google your listing (and your business) is active and current.
How To Start:
Go to google.com/business and follow the step-by-step instructions.
You'll need an existing Google account or you can create a new one.
Once you've created an account you'll be prompted to verify your listing. The default method is by mail, but some businesses qualify for email or phone verification. Once you've received your verification code it may take a few weeks for your business listing to appear on Google.
Add in all the details (address, hours, services, offers, menu, photos and videos, etc.)
If you need more comprehensive instructions visit this detailed blog post from Hootsuite.
So, Does Your Business Need a Google Business Profile?
What shows up when you search your business name on Google? How about searches related to your business industry? Do you show up at all? Does your listing provide all the necessary information your potential customers are looking for? Do you have control over the information being displayed?
With a Google Business Profile, you can create and control the information that shows up when people search for your business. Even more, you can optimize your listing to show up when your target audience is searching for the solutions your business can solve! It's about showing up in the right places, at the right time, for the right people.
