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The importance of a Google Business Profile to local SEO

Simon Mullinger

Quite simply a Google Business Profile (Formally Google My Business) is an essential free online tool by Google that allows businesses to manage their digital presence across Google search and maps. It can often be overlooked by new businesses when they initially set themselves up or indeed criminally underutilised by existing businesses.

In today's always connected, digital age having a strong online presence is crucial for the success of any business. If customers can't easily find you online it can make or break your reputation, revenue and business viability - you can't sell a secret! So let's take a look at what exactly is a Google Business Profile, how you should best set it up and what impact it can have on your business.

What is a Google Business profile?

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A Google Business Profile is Googles online business profile platform that allows business to manage how their businesses are profiled on search and maps. It will enable businesses to enhance their business information, interact with customers, outline their key services, collect and respond to online reviews, share photos, create offers, posts, events and even gain insights in how their business is performing in local search results. It is such a brilliant free resource that offers businesses so much and by filling it out completely with all relevant information you are literally telling Google what your business does, how to contact and find you and how trusted you are by your customers.

It will improve local search visibility

The more Google knows and understands what your business does and where it is located, the greater the visibility in will afford it in local search results. So by firstly, creating your Google Business Profile and then subsequently optimising it can increase your chances of potential new customers finding your business though their local searches. When people search for a business or service in their local area, Google will be more likely to display local business with complete and accurate profiles either in the local map pack (see below image) or search results.

search for SEO Christchurch in local Google search results

The image above shows what a well run and optimised Google Business Profile can do for your website and business viability. The local map pack is a prominent section in Google's local search results that showcases the top-ranking local listings based on the search location. These Google Maps results will often appear above the organic listings, essentially leap-frogging those business that are ranking number 1 on Google which gives local business a real chance of gaining visibility and the chance for people searching to interact and visit your businesses website.

As you can see on the image above, we have conducted a local search for SEO Christchurch - which is the top keyword locally for this service. Our Digital presence Google Business Profile is a regularly feature here giving us huge visibility for this specific search, it even displays all our reviews giving users a very quick visual cue on how trustworthy our business and service is.

So what will this increase in local visibility in the local map pack do for your business?

More traffic - Organic, local and mobile
More phone calls
More enquiries due to the above
Ultimately more customers!

Builds trust and social proof for prospective customers

So we know that a Google Business Profile will increase your visibility in local search results. One of the key components of this visibility is keeping your profile up to date with accurate information but also to encourage a steady stream of online reviews.

Google Business Reviews for Digital Presence in Christchurch

In today's super connected digital world, online reviews can make or beak a business and it's reputation. For example small business with a 1 - 1.5 star rating on Google earned 33% less than the average business. (*source Womply Research) And 81% of consumers said they read Google reviews (*source Brightlocal)

As a consumer you want to feel that you have made the best decision in choosing a product or service. You are going to be parting with your hard-earned cash so you will want to make sure that you choose the best product or service that can. Along with doing research online regarding said product or service, I guarantee you will look at any available reviews to help you make an informed decision.

Here's an example to illustrate this...your waterpipe under your kitchen sink has inexplicably just burst...you need a plumber. You find two business online, one with 56 5-star reviews, the other with just 2 4-5-star reviews. Which one would you choose to help you?

Both plumbers might be amazing at what they do, but will the one with more reviews sway you? Probably. It's human nature to want to feel that you have chose the right product or service for your needs, online reviews give you social proof that others have had a good experience which in turn leads to greater trust in that business.

93% of users have made buying decisions based upon an online review

(Source: Podium)

Monitor your business performance

A Google Business Profile will provide you with insights into how customers interact with your business online. There is valuable data hidden away for free in the insights tab, you can view and analyse data such as the number of clicks through to your website, how they found you (maps or search), which device they used to find you (mobile or desktop), how many times your business profile as viewed in search results. You can even see how many times a customer has requested directions to your store or office, how many calls from the listing, how many online bookings clicked on and if you are a restaurant or takeaway how many food orders!

This will give you some good ideas on how your business is performing and will highlight areas that can be improved though a sustained local SEO campaign to improve your listings visibility in Google search.

How to use your Google Business Profile for Local SEO?

Hopefully by now, you understand that Google Business Profile is more than just a directory, it is a powerful free tool that can help you business improve their digital presence, increase visibility in search results and drive more traffic and conversions to your business. So lastly we just want to touch on how do you go about doign this all for you business?

Firstly, if you haven't already you need to claim you listing, which can be done here

Once done you then need to start filling out all of the profile as per Google, request, these include:

Fill out your business information - Eg the name, choose your business category, right a detailed keyword focused description, contact details, opening hours, location or service area
Add photos - Eg your logo, cover photo and a range of images showing what you business does, the people involved and if you are bricks and mortar store you can even show inside your store.
Add products - Eg if you are an ecommerce or bricks and mortar store you can show what products you sell and how much they are
Add services - If you offer a particular service or services, highlight them
Reviews - You can respond to all online reviews here but also and more importantly you can grab a quick and easy link to send to customers to encourage more reviews
Add updates/posts - This is a must, you essentially get to write engaging posts and promotional posts directly in Google search results - Keep your customers informed!

Overall by optimising your Google Business Profile and actively managing you online reputation you can build customer loyalty, earn their trust and ultimately grow you business all with a free tool!

Digital Presence is an SEO website builder and SEO specialist that thrive on helping local businesses in Christchurch and New Zealand with their online presence. We offer a range of SEO services, including Local SEO campaigns (which include Google Business profile management and optimisation)

Interested in finding out how local SEO (search engine optimisation) can help you business?

Why not get in touch for a free no-obligation chat

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