Anonymity kills business. If potential customers can’t find your business online, or you’re invisible to them then how do you expect to gain traffic, leads, and sales.
It’s also worth mentioning, with over 75% of the search market share Google is still the biggest source of traffic. So, you need to gain more visibility, and one way of achieving this is by using the Google My Business tool.
Google My Business Page: A Brief Introduction
Google is always on the lookout for ways to supply the best and most accurate information the users seek. In this regard, a few years ago, the search engine giant introduced Business Profile. This is a tool that gathers information from around the web to create a basic profile of businesses.
The business profiles will appear on the local search results page and Google map page. Since Business Profile is auto-generated; businesses had no control over the information that appears on the profile.
Later, the search engine giant introduced Google My Business for you to take control of what appears on the Business Profile. With a GMB account, businesses can create, manage, and optimize the profile.
You can populate the GMB page with the business name, logo, location, contact details, website address (if any), and a lot more. Google scans the web to check for duplicates or any other issue before creating a profile for your business. The Google My Business page is also open for questions and reviews from your customers.
Reasons to Have a Google My Business Page
GMB is a Google tool, which is reason enough to use it. In addition, there are multiple benefits of using Google My Business. Some of the perks are mentioned here:
Increase in Search Visibility
A sizeable chunk of searches on Google involves local intent, which means users are searching for products or services nearby. So, what’s the best way to locate a nearby store? Search for a business in Google Maps. Having a GMB page also means your place of business will appear on Google Maps.
Of late, local SEO has become very popular. Google has taken note and modified its algorithm accordingly. Now, users will see local results before the organic list begins on the SERP.
Earlier the local results used to have seven listings. This is reduced to just three entries now. What does this mean? As a business, you have to find ways to the top-three list. You can improve your chances by creating a Google My Business page.
Opportunity to Engage With Potential Customers
Often businesses spend thousands of dollars to boost engagement. They create videos, infographics, and whatnot, just to connect with their target audience. Google My Business comes with several features that encourage engagement.
With a press of a button, potential customers can call, mail, and visit your website. Google also allows businesses to add functions that enable customers to reserve a table (with the local restaurant), join an event, book an appointment, and do a lot more.
GMB Helps Businesses Earn the Trust of the Customers
People may show interest in a brand or business, but they will take the giant leap to become paying customers only when they fully trust the brand. There are several ways to make this happen. Three of the easiest ways are to show you have a location, answer any question they have, and invite reviews.
The feature in the Google My Business tool begets trust among your customers. For many, the businesses on the internet, even if local, are a formless entity. The chances of the customer trusting you increase manifold when the location of your business shows up on your GMB page. Consumers know Google has a stringent verification process that businesses have to go through to open a GMB account.
Monitor Performance of Your Google My Business Page
Gaining key insights into the performance of your Google My Business page will enable you to beat the competition and improve visibility.
To check the Key Performance Indicators (KPIs) of the page visit the GMB dashboard. Here, you’ll find the list of queries used by potential customers to find your GMB page. Plus, you can analyze the performance of your videos and images and do a lot more.
Businesses can use the insights gained from the metrics to further optimize their GMB page.
Google My Business Is Free and Easy to Use
If you still have reservations about the Google My Business tool then here is an incentive you can’t ignore. You don’t need to know coding to create a GMB page. Plus, businesses need not spend a dime to create an account. This powerful business tool is free.
What’s more, there are tools on the web that help businesses with GMB setup and verification, and to analyze the performance of your page.
How to Use Google My Business Effectively
We have sufficiently established that the Google My Business tool can deliver enormous benefits. Now, let’s discuss the best ways to use the tool to increase your ranking and business.
Optimize Your GMB Page
Scores of times I have skipped a business during the local search because of inadequate information. My response is the same if the business makes me jump through hoops to find their contact details.
Sometimes incomplete profiles or unoptimized ones may circumvent Google’s screening to appear at the top of the search results. But these businesses will never win the trust of the customers.
Present an accurate business record to the public with the latest address, contact details including phone number, and business description. The business description is the first opportunity you get to impress the potential customer.
Make the overview brief and interesting, and populate the first few lines with the most relevant information. While at it, sprinkle a few keywords (don’t overdo it) to improve ranking on Google’s local search.
Publish Posts on the GMB Page
The ability to add short posts on GMB gives businesses a chance to explain their service, list their special offers, promote an event, etc. Along with the text, you can also upload an image. The posts on GMB also appear on Google Maps. Posts that promote an event must carry a start or end date, and you can choose a suitable button (provided by Google) to go along with the announcement.
By adding a summary of a blog and a ‘Read More’ button you can encourage potential customers to visit your website. Bear in mind that each post will disappear after seven days, and in the case of events, the post will be removed on the day the event takes place.
Never Miss a Chance to Engage With Potential Customers
It isn’t enough to create a Business Profile. Customers need to know that there is a human face behind the business entity. So, use every opportunity to engage with potential customers, and Google My Business offers many such chances.
Encourage your existing customers to rate and also leave reviews about your service. Reply to the reviews, thanking them for their businesses or apologizing and promising a better experience next time in the case of a poor review.
Also, allow people who are not yet your customers to ask questions. Answer the questions promptly and always use a friendly tone. Businesses can further encourage engagement by setting up associated alerts and enabling direct messages.
GMB pages with better engagement will be ranked higher in the search results. Plus, ratings and reviews are used as social proof by customers to decide their future course of action.
Add Videos and Images
Most studies on consumer behavior indicate that people prefer videos and images to text. The changing preference prompted Google to allow the inclusion of up to 10 videos and photos on the GMB page.
Videos can be used to tell a story, highlight product features, explain your company culture, and share customer testimonials. Ecommerce businesses can earn more leads by displaying product images on their Google My Business page.
Similar to websites, Google values freshness in your Business Profile. You have to be consistent with the postings (images, videos, and text) to show the search engine you’re active. Consistency will get you more eyeballs and a better ranking.
Share Relevant Business Information With Your Customers
With Google My Business, you can reduce the pit stops the customers take to find the information they seek. You can make the search easy for them by adding working hours, address, phone number, and other relevant details to your page. These details will also show up in Google Maps.
In addition, make your business unique by replying to the customers in real-time. To communicate in real-time, turn on the messaging feature. Visitors to the GMB page can click the ‘Message’ icon to open a chat room. You can reply to potential customers through the messaging app or SMS.
Final Thoughts
If you’re a startup, small or local business, you need to make use of every opportunity to boost your presence online.
Google My Business is perhaps the best tool available to you to gain more customers. It’ll improve your ranking and increase visibility. GMB makes it easy for customers to find you (location listing) and contact you (by displaying email, phone, chat, and address).
Overall, using Google My Business isn’t an option; it’s a must for all businesses.
Why are you still waiting? Set up your Google My Business page today and reap the benefits right away.
