As 63% of shopping occasions begin online, all businesses strive to secure a solid position on the widely adopted search engine Google. On its part, Google has provided businesses with the appropriate tools to manage and boost their listings on the search engine and Maps.
Google My Business is a hub for all businesses to share information and updates and track customer interactions. This platform provides many impressive features that contribute to a business’s visibility and helps it rank high in search results.
However, many users are unaware of how to use these features best. This article highlights ten tips for managing the Google business profile and achieving maximum visibility.
Creating a Business Account
Benefiting from many platform features is impossible without an officially established account. To create a business account, visit Google My Business, click “Sign in,” and enter the required information; this includes the business name or logo, the business type (online retail, local store, or service business), category, location, website address, and phone number.
Verifying the Account
Once a business has a distinct account on Google My Business, one must claim ownership of the business profile. Accessing the business profile is possible by visiting the website https://business.google.com/add.
A user will be asked to enter the business name, and as they have already set up a business account, it will be found easily. From there, users must click “Claim this business” and then receive a verification code by postcard, email, phone call, or message. Once correctly entered, the business is officially claimed.
Actually, most of the advantageous features that Google My Business provides, including post updates, insights, adding photos and videos, messaging, and editing the business’ information, are locked unless the profile is verified. Therefore, it is a key step for benefiting from the rest of the tips.
It is worth noting that sometimes the verification process may not go as smoothly as stated. For example, claiming ownership can become more complicated if there is a dispute regarding business ownership and may require additional procedures to confirm the authentic owner. Another common issue is the failure of verification code delivery through phone calls or messages. In such cases, it is recommended to choose an alternative verification method and ensure the validity of the contact information.
Writing an Inviting Description
The business description is most likely the first thing anyone will see when visiting a Google My Business listing. Therefore, the description must be comprehensive, inviting, and unique. The description should highlight the services or products the business offers in an engaging and brief tone.
It is worth noting that the current character limit is 750, so the description must be crafted accordingly. However, even if one must stick to the set limit, the descriptive element must still be present. Clients must clearly understand the business’s specialization and what to expect from them.
Highlighting everything that sets the business apart from its counterparts in the industry is also a winning point. Showing the values and services provided as unparalleled in the field by sticking to authenticity and professionalism is the key to attracting clients.
Updating the Business Information
A business profile is one of the most reliable sources for customers to acquire real-time information. That’s why updating the information regarding working hours, contact information, and location is crucial and should be done immediately in case of any changes. Staying up to date with customers’ preferences and search behaviors is also a part of the profile’s updating process.
Business owners must ensure their business prominently appears whenever someone searches for something related; this is where keywords and SEO come into play. Identifying profitable keywords can be done for free by typing anything related to the business category, such as “real estate,” and examining the search results.
Other methods include using keyword-generating tools like Semrush, WordStream, Ahrefs, and others. Keywords are recommended in the business profile description, posts, and frequently asked questions.
Other practices to drive customers to the profile include leveraging Google posts with various focal points, such as announcing upcoming events, new items or services, special offers, industry insights, tips and tricks, and more. Business posts must be published regularly, with less than a week between one post and another, to attract more visitors and ensure posts rank high in search. The content must be short and informative; besides well-written content, incorporating photos and videos in the posts can increase visibility.
Thoughtfully chosen visual aids can connect with the audience and make the content more unique and memorable, as visuals are a key component for successful blog posts. These include photos and videos that align with the posts’ purpose. Data-driven visuals, including graphs and charts, effectively communicate complex information and engage the audience simultaneously.
Using Products Catalog
A product catalog is a feature that allows businesses to showcase the products or services they offer in an orderly manner. It typically includes the product’s category, description, availability, price, an action button (such as “Learn more,” “Buy,” or “Get an offer”), and an image.
The same goes for services, with the addition of the time or duration of service. Any product or service is welcome on Google My Business, except for health or medical devices, pharmaceuticals, gambling, tobacco products, and alcohol. Keeping this section updated by deleting outdated services or products and adding newcomers is key to perfectly utilizing this feature.
The Google products catalog is a central, authentic source to acquire real-time information about a business’ updates. It also makes it easier for customers to explore the options orderly and comprehensively, enabling shorter sales cycles.
Allowing Messaging
Even with a perfectly crafted business description and comprehensive posts, customers often have questions and seek a place to ask them. Providing customers the ability to communicate with a human and receive direct answers from business operators can significantly enhance customer satisfaction. This personalized support leads to quick problem resolution and a more positive customer experience. It’s important to note that activating this feature is only possible through the Google My Business app.
Responding to Customer Reviews
Thousands of studies and statistics have confirmed the positive role of customer reviews in marketing strategies. It has also been proven that 92% of consumers hesitate to purchase an item if past customers have left no reviews. Customer reviews not only reveal a lot about the quality of a product or service, but they also convey a positive or negative image of the provider, which is manifested through how businesses respond to these reviews, whether positive or negative, and whether they respond at all.
Business owners must closely monitor customer reviews to be able to respond to them promptly. Responding promptly, ideally within 24 hours, directly contributes to customer satisfaction and makes them feel their opinions are valued and considered. Personalizing the response by using the customer’s name and addressing the issues and details they raised can show appreciation, enhance customer retention, and add a professional touch.
When it comes to negative reviews, it is essential to respond professionally. Acknowledging that the customer’s concerns are valid while explaining the cause of the negative experience can help mitigate the negative impact. Providing effective solutions or offering special discounts, if possible and appropriate, demonstrates that the business cares about its customers and takes action to ensure their satisfaction. Thanking positive reviewers using a friendly and personalized tone while encouraging further engagement can also build rapport and cultivate loyalty.
It is also worth noting that businesses often receive fake and malicious reviews intended to harm their reputation in the industry. Knowing how to handle such cases can minimize the negative effects and maintain a positive image for the business. The first step is responding professionally and comprehensively to the review without reacting defensively. If the review violates Google’s content policies, it can be reported for review. Google will validate the report and determine whether the review is malicious. Depending on the severity of the violation, the review may be edited or completely deleted. The malicious reviewer will also receive a notification about the process via email.
Using Insights to Track Performance
Knowing how people are finding and interacting with the business is key to understanding how the business is performing and where are the weak points to be addressed. Insights focus on many ways that help one understand customers interacting with the business’ listing:
How People Are Finding the Business
This insight section provides accurate numbers of people visiting the business and how they found it, which is possible through direct search, discovery search, branded search, and total search. Those who click on the website through direct search are the ones who are familiar with the business and specifically searching for it, including potential and past clients.
In the discovery search, people may have been looking for a product or service the business provides and landed on its profile. Branded search, on the other hand, refers to clients attempting to find the business by typing part or all of its name, sometimes with mispronunciations. The number of branded searches serves as an indication of brand awareness. Finally, the total search calculates the overall number of all the search actions mentioned above.
Where People Are Finding the Business
Customers can find the business through search, using one of the earlier methods, or by locating the business on Google Maps. Views on Maps indicate the number of people who clicked on the business icon or selected the business listing. Total views encompass the number of actions performed through Google Search and Google Maps.
Clients Actions
The ultimate goal of finding a business through search or Maps is to prompt action. This section encompasses various actions, including visiting the website, requesting directions, contacting the business, and the total number of all these actions.
In fact, gaining insight into customers’ behaviors can guide the business toward effective strategies tailored to customers’ preferences. For example, monitoring the number of website clicks, direction requests, and calls following a new marketing strategy can help the business determine the effectiveness of its strategies; this enables them to make adjustments or maintain the same approach accordingly.
Including CTAs and Links in the Appropriate Places
A call to action (CTA) is a button or message that prompts users to take a specific action, such as making a call or a purchase, reading an article, or filling out a form. Clear and well-placed CTAs can greatly increase conversions, boost return on investment (ROI), and increase customer loyalty.
To create an effective CTA, it is important to keep it brief and clear. The clearer the call to action, the more likely users will respond. Simple and concise phrases like “click here” or “call us” are often the most effective.
CTAs should also be properly distributed throughout the website to ensure users can easily take the desired action without frustration. Additionally, businesses need to consider that not all users are familiar with industry jargon and technical terminology. Therefore, CTAs should only include simple wording that can be understood by all types of audiences, both knowledgeable and unknowledgeable.
The number one priority for any website is to rank high in search results and achieve an increased number of clicks. One of the most influential factors for achieving this goal is external links. An external link is a hyperlink that leads the user from the source website they are on to another site, aiming to provide additional information to maximize users’ experience and contribute to a website’s ranking.
When a Google My Business profile points to reliable and relevant websites, it increases the credibility and authority of the website, attracting instant traffic. Google considers this a sign of good content. Moreover, linking high-quality content to the business’s content might attract backlinks, whereas other websites link back to the business, consequently boosting SEO rankings.
Not only external links will benefit a Google My Business Account, as internal links have very advantageous contributions to a profile. By linking to other local posts, products, or services, a business’s chance of appearing on the first local three search results will boost.
Avoiding Spam Strategies
Attempting to increase visibility and promote a business in the industry, some businesses go above and beyond by employing legal and illegal strategies on their Google My Business profile.
For example, some businesses stuff the reviews section with fake reviews and utilize certain review-generating websites to increase the authenticity and promote the high quality of their products. However, these fake reviews are easily detected by Google and may be flagged, leading to consequences for the website and discouraging potential customers from giving the business a chance. Additionally, today’s customers have developed a sophisticated understanding of what a fake or real review looks like.
Keyword stuffing is another spam tactic with serious consequences, including account suspension and decreased local SEO performance. This strategy involves collecting as many related and unrelated keywords as possible and overloading texts with them. Not only will Google detect such a breach, but visitors will also easily notice the unnatural structure and flow of the text, resulting in a very negative user experience.
Conclusion
Most purchase activities occur on the internet, and many buying behaviors are structured and influenced nowadays. People are also introduced to companies and service providers of all types online. That’s why businesses must leverage any available tool to increase their online visibility. By following the ten tips mentioned above and professionally managing a business account, many fruitful results await. However, any business must remember that reaching high visibility is a long process that requires patience and consistency. Still, it is guaranteed to bring the best to a business name on the Google engine.
