For small businesses, showing up in online searches is a lot more than just an additional marketing perks – it’s essential for staying competitive. When it comes to creating a comprehensive online portfolio, you need to start with a Google Business Profile (formerly known as Google My Business or GMB).

While there are countless search engines users can choose from, Google has emerged as the undisputed champion and become synonymous with any online search. It has an astounding 92% market share in the search engine space. Afterall, you don’t hear anyone using “Bing” or “Yahoo” as a verb, do you?

Your Google Business Profile turns people who find you on Google Search and Google Maps into new customers, but what’s the best way to utilize this invaluable tool? We’ll break it down for you:

What Is Google Business Profile?
Just like when it was called Google My Business (GMB), Google Business Profile is a business listing that lets you provide your location, services, products and other details to searchers in your area. It’s an easy (and free!) way to increase your exposure across Google services, including Google Search, Google Maps and Google Shopping. Your profile will improve your local SEO and increase your online credibility.

Get Set Up and Verified
The first step in getting your Google Business Profile off the ground is to set up a Google account for your business. (Good news: If you previously had a Google My Business account, or have an email address through Gmail, this step is already complete!) Here’s how to do it:

1. Go to google.com/business. 
2. Sign in to your Google Account or create one. 
• If you create a new Google Account, sign up with your business email domain.
3. Enter the name of your business. Hit Next. 
• You may also be able to select your business from the list of suggested businesses as you type. 
• If you get a message that someone else has already verified the business, you need to request ownership of the business profile.
4. Search for and select a business category. Hit Next. 
5. Choose whether you have a location customers can visit.
6. Enter the service area of your business.
7. Enter a phone number and website URL. Hit Next.
8. Hit Finish.
9. Select a verification option. Recommendation: Review your info before you request verification.

It’s increasingly common for businesspeople to work out of their home, so if you don’t have a physical business address, you can choose to show a service area instead of your home address to protect your privacy. Under the Location section, answer “yes” when asked if you have a service area business.

If you change your business type from a storefront to a service area business or a hybrid business, keep in mind:

• If you serve customers at your business address and also have a service area: Enter both your address and service area.
• If you don’t serve customers at your business address: Clear the address field and only enter your service area.

Google Business Profile does not accept PO boxes or virtual address as they can cause issues with verification.

 

The Benefits of a Google Business Profile
First and foremost, this is one of the fastest ways to improve your online brand identity. Consumers are constantly using Google Search and Google Maps to find what they are looking for nearby, and your profile will give them everything they need to know about your company at a glance.

The user-friendly platform has been updated since the name switched over from GMB, and the new iteration makes updating business hours, contact info and other essential details a breeze. Google’s review system is also a great way to build trust within your community, so urge your customers leave a review. More reviews equals more credibility, which leads to more traffic to your site and, ultimately, more sales.

You can also learn more about your customers through the platform’s streamlined analytics. View how well your listing is performing, who your target customers are and how they’re engaging with your business, then use this information to make adjustments to your strategy.

Stats to Consider

• 97% of people learn more about a local company online than anywhere else, and 46% of all Google searches have local intent.
• 64% of consumers have used Google Business Profile to find contact details for a local business.
• 16% of businesses receive 100+ calls a month from the Google Business Profile.
• Customers are 2.7x more likely to consider your business reputable if your have a Google Business Profile and 70% more likely to visit your location.

Have you had success using Google Business Profile? How does it compare to experience of Google My Business? Let us know what worked best for your business on our members-only Facebook page.

“Why Google My Business Is More Important Than Ever In 2021.” May 6, 2021. Forbes.

“10 Google My Business Benefits (+16 Powerful Stats)”. Marino, Susie. July 19, 2021. LOCALiQ.

“How to Create & Verify Your Google My Business Account.” McCormick, Kristen. December 30. 2021. WordStream by LOCALiQ.

“How to Use Google My Business to Get More Customers in 2022.” Newberry, Christina. January 5, 2022. Hootsuite.