Google My Business (GMB) today is called Google Business Profile (GBP)—it allows business owners to add their companies to the catalog and reach clients who search for services and goods via Google Search or Google Maps.
By being listed on Google Maps a business gains:
- Access to an audience of potential customers;
- Higher positions in search engine results;
- The ability to communicate with customers.
In your Guide let's discuss the:
- What is Google Business Profile, why you should use it, and what benefits it gives to your business;
- How to create and tune an account in Google Business Profile;
- How to work with negative reviews, how Bill&Tip can help you with your Google Business Profile;
- How to improve your Google Business Profile.
Let's start!
What is Google Business Profile (GBP)?
Google is the most popular search engine in the world. Its market share is around 90%. So, most of your potential clients use Google when they are searching for information about services or goods.
GBP is free, it allows you to create a profile of your company and manage its display in Google Search, and Google Maps. Here business owners can present their products and services and interact with clients.
Even if your business doesn't involve an offline shop, for example, you're a tour guide, you can still set up an account.
GBP is free, it allows you to create a profile of your company and manage its display in Google Search, and Google Maps. Here business owners can present their products and services and interact with clients.
Even if your business doesn't involve an offline shop, for example, you're a tour guide, you can still set up an account.
Why business should use GBP? What are the benefits?
Using GBP your business gains:
Let's look at the benefits in more detail.
- Improving your business's local ranking on Google;
- Improving user engagement using reviews;
- Showing all important information to your potential clients.
Let's look at the benefits in more detail.
Improving your business's local ranking on Google
When you search for services or companies, the first thing you see in search results is a Google Maps widget with the top 3 companies. Potential customers are likely to choose between these companies. Google calls it a “local pack”. It relates to location-specific queries (or search terms that suggest a location, like “beauty studios near me” or "restaurants"). It includes search results and information about the business.
Users search more often for categories, not for brands.
If your account is filled with as much information as possible, your business is much more likely to appear in these results. If a user is close to your address and your account is filled, you have much more chances to be shown in search results.
Remember, the number of mobile searches that include phrases like ‘where to buy’ and ‘near me’ is increasing tremendously every day.
Users search more often for categories, not for brands.
If your account is filled with as much information as possible, your business is much more likely to appear in these results. If a user is close to your address and your account is filled, you have much more chances to be shown in search results.
Remember, the number of mobile searches that include phrases like ‘where to buy’ and ‘near me’ is increasing tremendously every day.
Improving user engagement using reviews
Before choosing a cafe, beauty studio, or some service most users read reviews.
Over 90% of users read online reviews for local businesses.
The star rating next to the business account on Google Maps is a cumulation of reviews.
Reviews provide valuable feedback about your business.
You don't need 100% 5-star reviews. It's more trustworthy to have positive and some portion of negative or neutral reviews.
When you respond to positive and negative, you build trust with your current and potential clients or guests.
Reviews improve the local SEO of your business. If the client searches for something like, “the best cafe near me”, your business will show on the first page. Businesses with a large number of positive reviews appear more conspicuously in search results. The review's quality and quantity is one of the most important ranking factors.
To take advantage of Google Maps reviews for your local SEO, you should encourage satisfied guests and clients to leave reviews, respond to them, and maintain a positive reputation. Monitoring and managing your reviews regularly can make a huge impact on your local SEO - review stars attract your potential clients and increase the number of clicks (CTR) by as much as 35%.
Over 90% of users read online reviews for local businesses.
The star rating next to the business account on Google Maps is a cumulation of reviews.
Reviews provide valuable feedback about your business.
You don't need 100% 5-star reviews. It's more trustworthy to have positive and some portion of negative or neutral reviews.
When you respond to positive and negative, you build trust with your current and potential clients or guests.
Reviews improve the local SEO of your business. If the client searches for something like, “the best cafe near me”, your business will show on the first page. Businesses with a large number of positive reviews appear more conspicuously in search results. The review's quality and quantity is one of the most important ranking factors.
To take advantage of Google Maps reviews for your local SEO, you should encourage satisfied guests and clients to leave reviews, respond to them, and maintain a positive reputation. Monitoring and managing your reviews regularly can make a huge impact on your local SEO - review stars attract your potential clients and increase the number of clicks (CTR) by as much as 35%.
Showing all important information to your potential clients
You can show your contact information, business hours and days, services, and more through GBP.
If you have any temporary changes (ex., changing in business hours during holidays) - update your GBP.
Unfortunately, today there are a lot of businesses that you can find on Google with unupdated accounts.
Imagine, you find the nearest suitable restaurant, arrive at it, and find it closed despite the information posted on Google. What emotions will you experience? Will you want to return to this place again?
It would seem that the client could call and verify the information before arriving. But rest assured, today most customers trust the information on Google and it has to be up to date or you lose clients.
Take the situation in Portugal for example. Most restaurants have a break during the day (for example, from 2 p.m. to 4 p.m.). Very often there is no information about the break and Google Maps shows the restaurant open. The same applies to beauty studios and barbershops.
The second problem is irrelevant contact information (for example, when you change the phone number) when your client simply cannot get through. As a result, you lose a customer again.
Another example - a client finds two restaurants on Google that are suitable for him. One has a fully completed account with contact details, a link to social networks and the website, a menu with prices and photos of dishes from the restaurant owner, guest reviews, and responses from the owner. The second one either has nothing or some part of the information is missing. In the first case, the guests can get all the information they need, in the second case, there are white spots. Which restaurant will the guest prefer? The answer is obvious.
If you have any temporary changes (ex., changing in business hours during holidays) - update your GBP.
Unfortunately, today there are a lot of businesses that you can find on Google with unupdated accounts.
Imagine, you find the nearest suitable restaurant, arrive at it, and find it closed despite the information posted on Google. What emotions will you experience? Will you want to return to this place again?
It would seem that the client could call and verify the information before arriving. But rest assured, today most customers trust the information on Google and it has to be up to date or you lose clients.
Take the situation in Portugal for example. Most restaurants have a break during the day (for example, from 2 p.m. to 4 p.m.). Very often there is no information about the break and Google Maps shows the restaurant open. The same applies to beauty studios and barbershops.
The second problem is irrelevant contact information (for example, when you change the phone number) when your client simply cannot get through. As a result, you lose a customer again.
Another example - a client finds two restaurants on Google that are suitable for him. One has a fully completed account with contact details, a link to social networks and the website, a menu with prices and photos of dishes from the restaurant owner, guest reviews, and responses from the owner. The second one either has nothing or some part of the information is missing. In the first case, the guests can get all the information they need, in the second case, there are white spots. Which restaurant will the guest prefer? The answer is obvious.
It is mandatory for restaurants, cafes and bars to have:
- current address to find the entrance;
- up-to-date business hours and break information;
- contact phone number (it's great if you include a backup phone number);
- link to social networks and website;
- current menu with prices (update this information at least once every six months and every time you change prices or dishes in your menu);
- photos of dishes (much better if they are made by a professional photographer remember that the client often buys with his eyes);
- photos of the entrance and spaces of the restaurant;
- photos with guests in your restaurant;
- additional opinions (for example, the menu for kids, dog-friendly, veranda/terrace, and so on);
- availability of reviews and the owner's responses to them (including negative ones).
For beauty studios, barbershops, and SPAs it is mandatory to have:
- current address to find the entrance;
- up-to-date information about opening hours and breaks;
- contact phone number (it's good if you include a backup phone number);
- link to social media and website;
- up-to-date list of services with prices and a description of the service as separate cards (update this information at least every six months);
- photos of the entrance and spaces;
- live photos with visitors;
- availability of reviews and the owner's responses to them (including negative ones).
For tour guides it is mandatory to have:
- address in the city where you are working (for example you can choose any address in the center of the city);
- up-to-date information about business days and hours;
- contact phone number (it's good if you include a backup phone number);
- email;
- link to social media and website if you have ones;
- up-to-date list of tours with prices and a description (duration) as separate cards (update this information at least every six months);
- photos from your tours;
- live photos with clients;
- client reviews and your responses to them (including negative ones).
It is mandatory for hotels to have:
- current address to find the entrance;
- up-to-date check-in/check-out time;
- contact phone number (it's great if you include a backup phone number);
- link to social networks and website;
- current prices and availability;
- photos of the entrance and halls, rooms;
- up-to-date list of services with prices and a description of the service as separate cards (update this information at least every six months);
- if you have a restaurant in your hotel we recommend having a dedicated account in GBP and placing your restaurant separately;
- client reviews and the owner's responses to them (including negative ones).
When we were writing this article the following thought occurred to us. Imagine that you came to a supermarket and approached the shelf that there are no prices for goods. To find out the price you are required to take additional actions - to call somewhere or go to the information counter. The lack of information about the menu with prices and photos of dishes for a restaurant and the lack of a list of services with prices and descriptions for a beauty studio are very similar. Give guests and customers more information and they will choose you.
Go to the part 2 of the Guide
Go to the part 2 of the Guide
Taking care of you and your business,
Bill&Tip (Bill and Tip) Team.
Want to learn more about how Bill&Tip can help your business or request a consultation from our team, simply follow this link.
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Bill&Tip (Bill and Tip) Team.
Want to learn more about how Bill&Tip can help your business or request a consultation from our team, simply follow this link.
powered by studio351.pt