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When you set up a Google Business Profile, the photos and other details of your business — including location, services, and products — are used across Google, increasing your visibility to prospects in online search.
Benefits
Get discovered in Google Search and Maps
When assembling search outcomes for a location-specific search inquiry (for example, “bike shop Lower East Side”), Google utilizes information from Google Business Profiles—such as location, contact numbers, and descriptions—to determine which businesses most closely align with the searcher’s needs. The most relevant matches appear in the leading positions on the search results page.
Manage your online business information
You have the flexibility to update the information on your Google Business Profile at any time, ensuring you maintain control over the presentation of your business hours, contact number, and other details online. This allows potential customers to reach you using the most up-to-date contact information.
Additionally, your Google Business Profile acts as a central repository for information accessible through search engines and Google Maps, and functions like a public noticeboard. You can use it to post updates about your business, such as unexpected closures, modifications to business hours, or details about your services. These posts become a part of your profile and are visible to anyone searching for your business on Google Search or Maps.
Build trust with Google Reviews
Reviews play a crucial role in establishing social proof and fostering trust and credibility on the internet. The presence of a 1-5 star rating under each business listing, even if searchers do not delve into the reviews’ text, influences their interest in exploring your offerings further.
Concerned about maintaining a consistent flow of perfect 5-star reviews? There’s no need to worry. Google perceives a blend of positive and negative feedback as more genuine and reliable, enhancing your ranking as a result.
You might also like: How to Optimize Your Google Business Profile: A Weekly Maintenance Checklist
Why Optimizing Your Google Business Profile Matters
Now that you’ve set up your profile, it’s time to optimize it. A well-maintained profile can significantly boost your online presence and attract more customers. Here’s how you can make the most out of it:
1. Make Your Profile Picture-Perfect
Visuals are incredibly important in local search. Adding high-quality photos of your storefront, products, or services can help you stand out and draw customers in. Profiles with photos are more likely to get clicks and engagement. Plus, it gives potential customers a peek into what they can expect when visiting your business.
You can also encourage happy customers to add photos of their experience. User-generated content like this further builds credibility and enhances your online reputation.
2. Keep Your Business Hours Accurate
One of the most frustrating experiences for a customer is showing up at a business only to find it closed. To avoid this, make sure your business hours are always accurate. Google Business Profile lets you update your hours quickly, including temporary changes for holidays or special occasions. Having accurate hours increases the likelihood of foot traffic and positive reviews.
3. Leverage Google Posts for Engagement
As mentioned, your Google Business Profile acts as a public noticeboard where you can keep your audience updated. But why stop at operational changes? Use Google Posts to highlight promotions, share new products or services, announce events, or even publish company news. These updates appear directly in your profile and can entice customers to engage with your business.
Google Posts are also a great tool for boosting SEO—fresh, relevant content signals to Google that your business is active and responsive, helping you rank higher in local searches.
How to Handle Google Reviews Effectively
You already understand the importance of reviews in establishing trust and credibility, but managing them is an art in itself.
Encourage Happy Customers to Leave Reviews
Don’t be shy about asking satisfied customers to leave a review. You can make the process seamless by providing a direct link to your Google review page, perhaps via email after a sale, or with a polite request on your website or receipts. The more positive reviews you accumulate, the stronger your business appears in the eyes of potential customers.
Respond to All Reviews—Good and Bad
Engaging with reviews shows that you care about your customers’ experiences. Thank those who leave positive feedback, and more importantly, address negative reviews constructively. Apologize for any shortcomings, offer solutions, and take steps to resolve any issues. This not only helps win back unhappy customers but also reassures potential customers that you’re proactive in maintaining quality service.
Boost Your Search Ranking with Reviews
One thing many business owners don’t realize is that reviews also affect your search ranking. Google favors businesses with a healthy flow of recent, authentic reviews. This is why it’s important to keep encouraging reviews regularly, rather than only focusing on occasional spurts of feedback. Steady reviews over time signal to Google that your business is active and valued by customers.
