Why you should sell Google Business Profile optimization to local businesses

In today's digital age, having a strong online presence is essential for any business that wants to succeed. One of the best ways to establish an online presence is by creating a Google Business Profile. A Google Business Profile is a free online listing that displays essential information about a business, such as the business name, address, phone number, website, and hours of operation.

However, just having a Google Business Profile isn't enough to ensure success. It's crucial to ensure that the business profile is complete and up-to-date, as this can impact your local SEO rankings, click-through rates, and user experience. Here are a few reasons why you should sell Google Business Profile Optimization to your clients:

1. Boost Their Local SEO

Considering 93% of global traffic comes from Google Search, Google Images, and Google Maps, a complete Google Business Profile can significantly boost a business’ local SEO rankings. By providing all the relevant information about a business, such as the name, address, phone number, website, services or products offered, you make it easier for search engines like Google to understand what that business does and where it's located.

Beyond basic business information, it’s crucial to add as many relevant Google Attributes as possible. The way consumers search is more complex than ever before with searches like “woman owned business,” “black-owned business,” or “LGTBQ+ friendly business” becoming more and more popular. You’ll want to account for these searches by adding all applicable attributes to your client’s business category.

You should also be optimizing for keywords in their Google Business Profile. You can do this by adding these keywords to their business’ short description, long description, and also while responding to their customer’s questions.

2. Increase Click-Through Rates

Potential customers are much more likely to click on a business profile with complete and accurate information. Businesses with a GBP are 94% more likely to be viewed as reputable and 96% of consumers accessed a Google Business Profile within the past week before making a purchasing decision.

A complete Google Business Profile can also help your client’s business stand out from its competitors in search results. By providing detailed information about the products or services offered, hours of operation, and other details, you're making it easier for potential customers to choose their business over the competitors.

To improve click-through rates, be sure to include high-quality photos and videos that showcase their business and its products or services. Google has several requirements for photos that can be uploaded to a business profile, so be sure to follow the guidelines listed here.

3. Visibility on Google Maps

Considering, 86% of people look up a business’ location using Google Maps, having a presence on Google Maps is crucial for any local business. An optimized GBP ensures that your client's local business is discoverable on Google Maps, catering to the growing number of mobile users searching for local businesses. Google Maps also enables customers to easily locate your client's physical store or office. With just a few taps on their mobile devices, they can get directions to the business' exact location, encouraging more foot traffic and spontaneous visits from customers already in the vicinity.

A presence on Google Maps is also closely tied to local SEO. Optimizing GBP and ensuring consistent business information means your client's business has a better chance of appearing in the "Local Pack'' or the top results when users perform local searches.

4. Visibility in Voice Search Results

With more than 1 billion voice searches taking place every month, local businesses can greatly benefit from doing everything they can to appear in voice searches. 22% of all Google voice search queries are about local businesses, with Google powering some of the most popular voice search devices such as Google Home, Google Assistant, and voice search on Android phones and devices.

Optimizing for voice search is unique because voice searches will use natural or spoken language such as "Find the best Italian restaurant near me" or "Where can I buy running shoes?" Google's voice search will rely heavily on accurate and up-to-date business information to provide relevant answers. One way you can help optimize your clients for voice search is by answering the Q&A questions users ask the business in their GBP. Make sure you answer these questions in a natural spoken language and use appropriate keywords or Google attributes wherever possible.

5. Provide a Better User Experience

A complete and accurate Google Business Profile can improve the user experience for your client’s potential customers. By providing all the information that customers may need to make a decision, you're helping their customers feel confident in their choices.

For example, if a customer is searching for a restaurant and finds a Google Business Profile with a complete menu, numerous photos of the dishes, and positive reviews, they're more likely to choose that restaurant over one with an incomplete or inaccurate profile.

To improve the user experience, be sure to provide accurate and detailed information about their products or services, including pricing, menus, and any promotions or special offers. You can also use Google Posts to share updates and announcements with potential customers, such as new menu items or upcoming events.

6. Encourage Reviews

Customer reviews are essential for any business that wants to succeed online. In fact, 92% of consumers now read at least one online company review before making a purchasing decision. A complete Google Business Profile can encourage customers to leave reviews, which can help your client’s business attract more customers and improve its reputation.

Part of your GBP Optimization services can include responding to reviews and engaging with customers. Responding to customer questions, concerns, and comments helps establish a personal connection with the audience, showing your client’s customers that the business cares about their opinions and is committed to addressing their needs. Trust is a key factor in customer loyalty and retention.

7. Access to Valuable Insights

By creating and maintaining a Google Business Profile for your clients, you'll gain access to valuable insights about their businesses, such as how customers find their business, what actions they take on the profile, and how often they call or visit the website.

This data helps you to understand your client's customer behavior, preferences, and popular times, empowering you to make informed marketing decisions for them without additional market research expenses. For example, if you notice that most of their customers are finding their business through Google Maps, you may want to invest more in local SEO to improve their visibility on that platform. Or if you find that the top Google search term is “cat cafe saskatoon,” these keywords can help inform your SEO strategy and any ads you may choose to run for them.

8. Cost-Effective Marketing Strategy

A cost-effective marketing strategy is invaluable to a local business with a small budget. Offering a GBP Optimization service is low cost for the client but an effective way for them to boost their local SEO efforts.

Google Business also offers advertising options like Google Ads and Local Service Ads, enabling you to run targeted and location-based ad campaigns. These paid advertising features can be budget-friendly and highly effective in reaching local customers who are actively searching for your products or services.

In conclusion, having a complete and up-to-date Google Business Profile is essential for any business that wants to succeed online. By providing all the necessary information about your business, you can boost your client’s local SEO. This cost-effective marketing strategy allows you to boost their visibility in Google Maps and Voice search, increase their click-through rates, provide a better user experience, encourage customer reviews, and access valuable insights about their business.

If you’re ready to start offering this invaluable service to your clients, this five-step manual will show you how to get there.

About the Author

Filled to the brim with talent, Vendasta's Marketing Team is always looking for ways to create thought-provoking content, eye-catching media and data reports that can help you sell digital solutions to local businesses.

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