10 Major Benefits of your Google Business Profile
A Google Business Profile is a free tool that allows your business listing to appear in local search results whenever someone searches for your business name or a related product or service nearby. Typically they're used by local businesses with a physical location (such as hairdressers, restaurants and high street stores) as well as those that provide services by visiting clients in their location (such as consultants, builders and electricians).
As a result, a well-optimised Google Business Profile offers incredibly effective local SEO benefits, with the information you share on your profile automatically ranking above other third-party sites.
So, whether you’re considering creating a listing for your business or looking for the best ways to boost your local presence, Google Business Profile is a must have for your local SEO in 2023.
Let’s look at the 10 major benefits that a well-considered Google Business Profile strategy can have on your local business.
1. Show up in Google Maps searches to boost sales
86% of customers use Google Maps to locate businesses nearby. If it’s convenient for customers to visit your business when they find you close by, you’re far more likely to make that sale. In fact, 50% of users visit a store within a day of conducting a local search.
On top of this, customers who find a product or service through their Google Business Profile listing are up to 50% more likely to make a purchase.
Just by creating a Google Business Profile listing and completing the verification steps, your business’ location will start to pop up for local searches in Maps as well.
If, for example, you’re a plumber, having a Google Business Profile set up will allow your business to show up for searches in Google Maps too!
2. Become part of Google’s Local Pack with a Google Business Profile
Anyone who has used Google’s local search results over the past few years, will have noticed that the only local listings to show above organic results in a first-page preview are in Google’s limited Local Pack, a list of what Google perceives as the 3 most relevant businesses for that search.
What most brands don’t realise is that just by having a Google Business Profile listing, you boost your local rankings and heighten the odds of being included in Google’s local pack.
But the best part about being in the local pack is not only do these listings show users where your business is located on Google Maps, but they also show up high on the search results page. To better demonstrate just how important this is from a business perspective, brands that show up on Google’s local 3-pack get a whopping 700% boost in clicks over brands that don’t.
3. A Google Business Profile is essentially free advertising
Google’s Ads and Local Ads campaigns are a great way to get to the top of search results on Google, but it is not as easy as it sounds when it comes to making the most of your Google Ads budget. A Google Business Profile, on the other hand, provides free advertising on Google.
Your profile gives you location targeted exposure on the world’s most trusted search engine–and it costs zero. In short, an accurate and up to date Google Business Profiles are essential to successful local SEO.
This is not to say that you should not run Google Ads (or Google Local Ads), however a Google Business Profile is an additional marketing channel that is far cheaper - and far more simple - to run than paid search advertising.
4. Your Google Business Profile can help build trust
One of the biggest barriers businesses face today is building enough trust for a client to actually purchase.
By providing potential clients with your location, photos and customer reviews on your Google Business Profile, you are automatically creating a solid reputation. To prove this brands which show up on Google are nearly 3 times more likely to be considered reputable by consumers.
Google is a trustworthy environment that users can rely on, as its well known businesses need to go through specific steps in order to show for a local search, proving legitimacy for the local business.
5. Your Google Business Profile can help you learn more about your customers
The more you know about your customers, the better you’ll be able to serve them. If you look at the Insights section of your Google Business Profile it will give you a wealth of valuable data that breaks down how visible your brand is, who your target customer is, and how they’re actually engaging with your business.
This is a great way to gauge how your business is performing so you can hone in on what’s working and what’s not. By learning more about the type of people your business is attracting, you can adapt your marketing strategy accordingly.
6. Increase engagement with your brand
Google Business Profiles provide huge opportunities for engaging with clients. Potential customers can visit your website or call you with just one click. Clients can even reserve a table or book an appointment directly through your listing, making your making your customer’s life really easy, another thing Google likes to do.
7. Google Business Profile ratings boost your appeal
With your Google Business Profile, customers can rate and review your business and leave feedback for other potential customers to see. This allows you to see how your business is experienced by your customers and can help you improve your service and open a direct dialogue with your clients and potential clients. Remember it is always important to respond to comments, whether negative or positive. Show your customers you care about them, and listen to their concerns.
On top of this, you’ll also get that star rating system next to your business on Google, which overtime will grow. Reviews are especially useful for local SEO and will help your business gain the competitive edge.
And don’t forget over 90% of people read reviews before making a purchasing decision so it is well worth the investment. Latest Reviews should be no older than 3 months ideally.
8. Increase your website traffic and footfall
Businesses on Google Business Profile are 70% more likely to attract potential customers for in-store location visits. Plus, your Google Business Profile can get up to 35% more clicks to your website. So, not only will your local listing grow your web traffic it will grow your physical customer base.
9. Rank higher in results
While it may sometimes feel like Google’s working against you, Google wants to tell customers about your business because its job is to provide searchers with the most relevant information. The more Google understands about your business, the higher you will rank on organic search and Maps results.
Your Google Business Profile is one of the best ways to tell Google this information, by supplying consistent, and accurate information, as well as quality updates and responses.
10. Get ahead of your competition
Via a snippet of content, your Google Business Profile will help your business stand out from your competition, in the searchers initial scan through SERPs. The results display a brief description to help users quickly identify if your business is what they’re looking for, or not. An effective Google Business Profile description offers a snapshot of your business, includes relevant keywords, and clearly lays out your value proposition along with any unique selling points.
In summary, a strong Google Business Profile ensures that potential clients find your business when looking for your products and services, in your local area. By instantly showing people what you can offer them alongside when, where and how to visit your business, you can capture the strong intent to buy when searching for a local business.