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As a small business owner, you’re likely already well aware of the importance of posting to and utilizing Facebook, Instagram, and various other social media platforms.
However, I have a question for you. Are you utilizing your Google Business Profile (formerly called “Google My Business”)?
If you’re like most small business owners, you probably created your account for the sake of having the online directory listing, but you haven’t updated your Profile since signing up and have yet to share a single post. And, friend, I want to encourage you to change this so that you can improve your search engine rankings.
Your Google Business Profile needs to be part of your SEO and marketing strategy, and in this week’s episode of Priority Pursuit, we’re breaking down exactly why you should be updating and posting to your Google Business Profile regularly, as well as what you should be sharing on your Google Business Profile.
What is a Google Business Profile?
First of all, what is a Google Business Profile? Google Business Profile is essentially an online storefront where you can display and share updates, photos, videos, your hours, your policies, and more about your business.
When people search for products or services you offer or for your business specifically, Google then uses Google Business Profile to provide Google users with a snapshot of your business. If they’d like to learn more, Google users can then visit your website or even contact you for a quote through your Google Business Profile (if you have this setting turned on).
Why is it important to update & post to your Google Business Profile?
Now, many small business owners assume that simply registering for a Google Business Profile is all they need to do with their online storefront. However, that is no longer the case. (Side note: To let Google know you have a business and a website, you need to register for a Google Business Profile and install Google Analytics and Google Search Console to your website.) And, in this episode of Priority Pursuit, we’re discussing five reasons why you should be updating and posting to your Google Business Profile regularly and how your Google Business Profile can improve your SEO.
1. Your Google My Business profile will put your information in front of potential customers faster.
Just like you want to serve your customers well and provide a great experience for them, Google wants to do the same for its users. For Google, this means helping its users find the information they want as quickly and accurately as possible. And, Google Business Profile allows Google to do exactly that when their users are looking for products, services, or a specific business.
While the goal of SEO used to be to simply get your website to rank well among traditional search engine result listings, Google has added several other features that appear at the top of search results (e.g. direct snippets, videos, Google Maps listings, and more) in an effort to better serve their customers by helping them find what they’re looking for even faster.
Now Google, is analyzing several factors to decide what information should be listed at the top of every SERP (search engine results page), but when Google sees that you are updating and posting to your Google Business Profile regularly, Google will be more likely to prioritize displaying your Google My Business Profile listing than your competitors’ profiles, which—in theory—will lead to more business for you.
2. Google is the leading search engine & will likely always prioritize its own features & tools.
Another reason why you should be updating and posting to your Google Business Profile regularly is the fact that Google more or less runs SEO. With 92.47% of all online searches being conducted through Google, Google is the world’s leading search engine. As a result, Google essentially determines how successful you will be with SEO, and when you play by Google’s rules, you’ll see better results.
With this in mind, by just looking at an SERP, it’s obvious that Google prioritizes its own features and tools above traditional search listings. For example, you typically see Google Ads, Google Maps, and direct answer options above traditional listings.
And, right now, Google is trying to get more businesses to use Google Business Profiles. As a result, it’s only going to benefit you to start taking advantage of your Google Business Profile sooner rather than later.
3. Google Business posts are searchable.
Another reason why you should be posting to your Google Business Profile is the fact that Google Business Profile posts are searchable. This means that if you have a post regarding something that someone is searching for, there’s a chance that they will see your post.
As a result, it’s when you post to your Google Business Profile, think about keywords to include in your copy. We’ll talk more about what to post to your Google Business Profile shortly, but in case you aren’t familiar with keywords, be sure to listen to “Episode 009: How to Identify & Use Strategic Keywords to Improve Your SEO”!
4. Having an active Google Business Profile can drastically improve your local SEO.
If you’re a local business or if you serve a specific area, Google Maps can be a game changer for your business.
In case you aren’t familiar with how Google Maps plays into Google Search, when you search for a local business or service of any kind (e.g. “wedding photographers in Lafayette, Indiana), one of the very first things you will likely see is three Google Maps listings.
From an SEO perspective, being featured in one of these spots can drastically increase your exposure. With local searches, 30% of clicks go to the three websites that appear in this section. As a result, if your website appears in this section, there is a very good chance that your website will be clicked on by someone who is looking for your products or services in your service area.
With this in mind, you want to strive to get your website to appear in the top three listings of Google Maps. And, your business is much more likely to appear in one of these spots if you’re keeping your Google Business Profile updated, posting to your Google Business Profile regularly, and receiving regular Google reviews.
5. Few business owners are taking advantage of Google Business Profiles, which will give you a chance to stand out.
Last but not least, you should take advantage of your Google Business Profile simply because few other small business owners are going to take the time to do so. As a result, utilizing your Google Business Profile is an easy, effective, and even free way to stand out in your market.
What should you share on your Google Business Profile?
With those five reasons, I hope you’re convinced that you should be utilizing your Google Business Profile. However, in order to reap the benefits of your Google Business Profile, there are three things you need to do.
1. Make sure all information displayed on your Google Business Profile is accurate & up to date.
First, make sure all information displayed on your Google Business Profile is accurate and up to date. For instance, make sure your contact information is correct, make sure your business description is accurate, and fill out every applicable box and option Google gives you to make sure your Google Business Profile is complete.
Then, as information changes or needs to be updated, simply make adjustments. For example, if your address changes, change the address. If you’ll be closed for a holiday, change your hours for the holiday.
Simply making sure your business information is up to date is a great way to show Google you’re utilizing your Google Business Profile.
2. Post to your Google Business Profile regularly.
Next, you want to start regularly posting to your Google Business Profile. Now, this might sound stressful, but if you’re already developing social media content, sharing to your Google Business Profile will take no more effort than a few clicks.
For instance, I’ve started sharing what I used to just share to Facebook to both Facebook and my Google Business Profile. This way, I only have to develop content once and can simply copy, paste, and make a few changes to ensure the post works well for Google’s platform.
Now, the biggest difference between Google Business Profile and other social media sites is the fact that when you post to your Google Business Profile, you have to label your post with one of the following categories:
- COVID-19 Update
- Offer
- What’s New
- Event
- Product
When you go to post, don’t overthink this. Simply choose a category, create your post, and include a link or photos if applicable. And, if you aren’t sure which category to pick, go with “What’s New.” This category is designed to simply be about business updates. Therefore, it’s applicable for almost everything.
Again, if you’re already posting to social media regularly, posting to your Google Business Profile will not take you much more time or effort, but you should see big results.
3. Ask for Google Reviews, which are part of your Google Business Profile.
Another way to get the most out of your Google Business Profile is to make sure you’re accumulating Google Reviews, which are automatically tied to your Google Business Profile.
Recent reviews help Google see that your business is active and relevant, and if you’re receiving reviews regularly, your business is much more likely to to be listed among the top three Google Maps’ listings for keywords related to your products or services. And, as we discussed before, having your business featured in Google Maps can be huge for your business.
If asking your clients for reviews isn’t already part of your workflow, you’re going to want to change this ASAP.
So, why should you be updating & posting to your Google Business Profile?
We covered a lot of information in this episode, so let’s to a brief recap of why you should be updating and posting to your Google Business Profile:
- Your Google Business profile will put your information in front of potential customers faster.
- Google is the leading search engine, and it’s important to play by Google’s rule, and Google wants businesses to be using Google Business Profiles.
- Google Business Profile posts are searchable, which can help even more of your ideal customers find your services, products, and content.
- Having an active Google Business Profile can drastically improve your local SEO, especially through Google Maps.
- Few businesses are taking advantage of Google Business Profiles. As a result, if you utilize yours, you’re giving your business a chance to stand out in your market.
So, what are you waiting for, friend? Make sure your Google Business Profile is part of your SEO and marketing strategy!
Links & Resources Mentioned in This Episode
- The New Adventure Workshop
- Google Business Profile
- “Episode 004: Five Ways to Improve Your SEO for Free”
- “Episode 009: How to Identify & Use Strategic Keywords to Improve Your SEO”
- Join the Priority Pursuit Facebook Community
- Follow or DM Victoria on Instagram
