What is a Google Business Profile, and why is it an essential success factor for your business? (Any business, digital or physical.)
A Google Business Profile (GBP) is a tool developed by Google to help businesses establish and manage their online presence on its search engine. The primary purpose of having a GBP is to attract more business.
To have a GBP, you must go through Google’s verification process, which later adds to your business’s credibility.
The Google Business Profile provides essential information to your audience and customers, such as your website, contact information, address (if applicable), reviews, and any other information a potential customer might find valuable.
Think of a GBP as the face of your business in the digital landscape.
Why Have A Google Business Profile?
An optimized GBP improves your chances of appearing in front of interested customers already searching for your products or services. On top of improving your business’s visibility, it also increases its credibility and generates free leads and website traffic.
- Credibility and Trust: An optimized and verified Google Business Profile instantly makes you and your business trustworthy and credible – it signals to your visitors that you are a legitimate entity.
Your GBP also acts as a place where people can see social proof. Customers and clients often check reviews before doing business with anyone. - Free, Qualified Leads: Your GBP is designed to convert searches into prequalified leads for your business. Its CTA buttons make it easy and inviting for potential customers to connect with you in many ways, such as messaging, calling, or visiting your website.
- Captures High-Intent Local Searches: Regardless of what type of business you own (physical or digital), many people begin their search and research with a local mindset. Whether the work is done remotely or not, many people trust local businesses more.
Some common search queries might include “marketing agency near me”, “Shopify experts in Los Angeles”, or “social media manager New York City”. - Free Platform: Google is a high-visibility platform, and the Google Business Profile is free to create and manage.
Google Business Profile: Key Components
1: Core Business Info
The core business information, of course, is a given. It is the first information searchers see. The core business info should include the following:
- Business Name: Add your official business name. Ensure it’s consistent with other platforms you use to market your business. Your business name shouldn’t include any keywords or locations per Google’s guidelines.
- Categories: Choose the primary category that best describes your business first, then add any subcategories, if applicable.
- Address: If your business has a physical storefront or office, add the address to your business profile. Select your service area if you own a digital business or service multiple locations. If you are fully remote and service people from all over the country or world, add the address to which your business is registered and then hide it so it isn’t visible publicly.
- Hours: If applicable, add your working hours and any exceptions, such as holidays.
- Website: Add a direct link to your website – this acts as the primary traffic driver.
- Phone Number: Add your primary business number that customers can message or call. Adding a valid number enables the click-to-call feature, which is a major lead source.
2: Media and Content
Visual content on your business profile helps it stand out. Add the following:
- Logo and Cover Photo: These are your primary branding images. Ensure they are cohesive with the branding imagery you use on other platforms.
- Exterior and Interior Shots: This is mostly applicable to physical businesses with an office or a storefront. This helps potential customers and clients recognize your location and brand when they visit your business.
- Team Photos: Optional, but adds a personal touch and builds subconscious trust for viewers.
- Product or Service Photos: If applicable, add photos of your products or services to showcase what you sell. Showcasing services might be tricky, but it’s possible: you can share the before-and-after of your work, your portfolio, or images of you shaking hands with clients.
If you sell products, create a catalogue with product images, prices, and descriptions. If you sell services, list them out with descriptions and pricing. - Short Videos: Clips of customer testimonials, a store or office tour, or a short introduction can be an effective addition to your Google Business Profile.
- A Business Description: Create a short, well-written summary of your business or brand, highlighting any unique details, its history, and mission.
3: Social Proof
This includes sections like reviews, questions and answers, and messaging.
- Customer Reviews: Sometimes, you have to encourage your customers to leave reviews, and sometimes, they do it on their own. Take the time to respond to reviews regularly – this shows that you value customer feedback.
- Questions and Answers: This section allows people to ask questions that can be answered by anyone. Be proactive and add your own FAQs and answers. Monitor the section regularly to answer the incoming questions yourself, hopefully, before anyone else does.
- Messaging: This option allows people to send you a direct message. When enabled, Google tracks your response time, so be prepared to answer promptly.
4: Analytics
This is a backend component; it is not public. Though this is only for your eyes, it is essential to understand how your profile is performing and what needs to be adjusted. It shows you the following:
- Insights and performance;
- How customers find you;
- Where customers find you;
- Customer actions;
- Profile views.
Step-By-Step Guide To Setting Up Your Google Business Profile
Follow this step-by-step guide to set up your own Google Business Profile today:
- Go to Google Business Profile. Then click the blue Start now button.
- You will be prompted to sign in with a Google account. Sign in with your business account and fill out the Business name.
Then click Continue.
- Choose your business type. (Do you have a physical location, or does your business provide a service?) Note: You can select more than one type. Then click Next.
- Choose your business category. Start typing in the field, and Google will show you applicable options. Then click Next.
- Choose your service area. You can start with one and add more later, or multiple immediately. Then click Next.
- Add your phone number and website. Then click Next.
- This page will tell you to put your business on the map and ask if you want to opt in for some options. Opting into the first one will be useful in the future. Then click Continue.
- Complete the necessary fields on this page. Your mailing address is essential for Google verification and will not be displayed publicly.
- Choose the most convenient verification method, and then click Next.
If you selected the text or call method, you’ll be prompted to choose between a text and a call. Pick one and click Next.
Type in the code you received and click Verify.
If you typed in the correct code, you should see this message. Click Next.
- Add your products or services – select all that apply. (The ones displayed to you will differ from those indicated in the screenshot.)
Click Show more to view more services/products if you have more to add. Click on Add custom service/product if you do not see the option you need.
Once added, click Next.
- Add your business days and hours. Then click Next.
- Now, add your business description. Be descriptive, but concise – you only have 750 characters. Once you’re done, click Next.
- Add your imagery and click Next. (Once added, the Next button will turn blue.)
- This page will give you the option to claim your advertising credit. You can accept it if you want to advertise with Google Ads. If you’re not ready for that, click Skip.
- That’s it. If you followed the prompts correctly, you’ll see this screen. Now, you just need to wait until Google verifies you. Click Continue.
- You’ll be taken to a page that shows you what your Google Business Profile looks like to visitors. Here you can edit and add more details. Complete your profile by adding as much information, images, and sections as possible.
The Google Business Profile is a powerful free marketing tool that increases your exposure and brings you leads.
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