84% of internet users use Google tools at least 3 times a day. Use this opportunity to appear in Google's services by creating your Google Business Profile! Formerly called Google My Business, this feature is connected to all the other services of the search engine. How can you boost your brand awareness for free and with relatively little effort? Create your Google Business Profile page. In this article, we will explain how this free service can help your company to be listed in the first search results. You'll also discover all the recommendations for optimising this Google storefront to improve your reputation, your SEO and your turnover.
What is Google Business Profile?
Google Business Profile is like a free directory provided by the eponymous search engine. Combined with local search and google map, it provides a wealth of information on businesses that take the time to develop their profile. In addition, the visibility of these same businesses is enhanced by the other Google services, since they are interconnected. Thus, you can appear in Google Search, Google Maps and Google Shopping thanks to your Google Business Profile.
Who can create a Google Business Profile?
Theoretically, this functionality was only available to businesses that had contact with their customers and/or could welcome them into their structure. Physical shops, restaurants are among the establishments that can enjoy the potential of Google Business. Entrepreneurs who meet their customers in other locations, such as plumbers or consultants, can also create their Google Business listing.
Businesses that operate 100% online such as e-tailers could not benefit from this Google feature. Unless you follow a little hack that we will explain later in this article! However, Google Ads and Google Analytics offer great development opportunities for fully digitalized businesses. Indeed, these tools are the most relevant to better know (and therefore better target) your marketing target.
What information is on your Google Business listing?
- Opening hours ;
- Contact details;
- Geographic location ;
- The type of products or services offered;
- The product catalogue ;
- Peak times ;
- Thecompany 's inclusiveness values ;
- The news ;
- Customer reviews;
- Photos of the premises or products;
- An FAQ;
- A listing of the offer before you even arrive on the site;
- Features specific to your field of activity.
How Google gives you credibility in the eyes of your prospects
Businesses that properly optimise their Google Business Profile are twice as likely to be considered reliable. The search engine highlights business profiles that follow good practices (which we will develop in a moment) and users trust Google's judgment. In fact, more and more users are asking about a company before placing an order.
Google Business Profile is a real lever to develop your company's turnover and reputation. There are even consultants whose role is to optimise their client 's Google Business profiles!
In addition to boosting your sales and reputation, this free tool from Google allows you to boost your SEO by using local referencing. It's a real virtuous potential that awaits you on your Google business page.
Why do you need to create your Google Business Account today?
Now that you're familiar with the Google Business Profile, do you know what it can do for you? Let's look at five benefits of developing your Google Business Profile today.
Show your business on Google Maps and Google Search
You can have the best business in the world, with the best products and the best values, but if you're invisible online, you'll have a hard time winning over new customers. Whether your prospects are looking for a product online or a shop to buy it from, Google is the easiest and most reliable way to find it.
30-40% of search results are " local packs", i.e. groups of 3 local businesses that appear when a user searches for a product or service around them. Thanks to your presence on the search engine, your potential customers will find your company when they search for products like the ones you sell in the area where they are located.
What's more, these future customers won't even have to go through Google Search. All they need to do is find you on Google Maps and they will want to visit you! Don't underestimate the power of local SEO in your content strategy and in the optimisation of your Google Business Profile.
Controlling information about your business
Make sure you are the direct and main source of information about your company. This way, you can ensure that your customer service hours are updated (during holidays, for example). Not only will this prevent you from missing out on sales, but it will also make you look responsive to your prospects. This increasingly scarce value weighs heavily on thebuyingexperience.
In the past, you had to appear in all the business directories. Today, this intermediary slows down information and can even damage your reputation. Finally, be your own ambassador to convey your values and show your personality!
Get feedback from your customers and see opportunities for improvement
Users who have used your services or purchased your products can leave a review about their experience. The majority of Google reviews will be relevant, others may be left maliciously by jealous competitors. Rest assured: it seems that Google prefers a balanced ratio of positive and negative reviews rather than a string of immaculate praises.
Running a business means being in the thick of things and being efficient everywhere. As you manage everything, it is more and more difficult to keep a direct and privileged contact with your customers. With Google Business, you can easily put customer satisfaction back at the heart of your priorities! Customer reviews published on your site cannot be deleted, but we'll explain in detail how a response from you, even to a negative review, can be in your best interests.
Offer social proof to your prospects
With these Google reviews, build trust with your future customers. Social proof is an extremely powerful tool in marketing. It enables an undecided prospect to take action. Social networks perform this function, but the credibility granted by Google gives even more weight to customer reviews on your Google Business page. Solicit customer reviews when they buy: in addition to a testimonial that will be read by your prospects, you will boost your SEO strategy.
Boost your SEO for free
To increase your visibility on the internet, two binary solutions are often considered: SEA, which pays for immediate effects, and SEO, which is "free" (you don't pay the search engine), but which takes time to deliver results.
With Google Business, we can nuance this observation thanks to local search. In fact, this free service offers you a golden opportunity to make your business stand out in the SERP. Customer reviews help Google determine your ranking. It's hard to get a customer to leave a review on your Google Business page unless their experience was extreme (both good and bad). So the search engine rewards businesses that help it enhance the userexperience.
8 ways to optimise your Google Business Profile for e-commerce
Your future customers are 2.7 times more likely to trust you if your Google Business listing is complete. On the other hand, Google ranks your listing according to three criteria:
- Relevance (how does your file respond to the user's query?);
- distance (where is your company located in relation to the prospect who is looking for products like yours?)
- Reputation (how strong is your business from the point of view of content and customer reviews?)
Obviously, companies that optimise their Google Business page will be highlighted by the American giant. To maximise each of the three poles, here are some good practices to adopt as soon as possible for your e-commerce.
Add your product catalogue
Your Google Business Profile allows you to add your entire product catalogue, or even just your bestsellers, depending on your preferences. Each product will be categorized and have a linked page where you can add a copywriting style to sell. This way you gain visibility on the strong point of your business: your products!
Check your location
By specifying your location in your listing and in your web content, you will have a better chance of appearing in Google Search and Google Maps results. To do this, vary the vocabulary so that it is naturally precise.
" Toulouse", "département 31", "la ville rose", "la capitale française du rugby", "Occitanie", "sud-ouest de la France", "département de Haute-Garonne" are good synonyms to include in your content if you want to set up your business in this city. To have the address of your listing validated, follow the instructions of the search engine.
For an e-commerce, it is advisable to specify that you offer delivery and to select the zones and countries where you deliver your products. The trick is to cover as much space as possible to maximise your chances of appearing at the top of the list.
Adding photos and videos
Do you know a third party that will publish your marketing visuals, branded media and videos to advertise you for free? Neither do we... Google Business is the only and best solution.
The search engine offers you a free marketing solution to increase your visibility, take advantage of it! Display your brand in the dedicated space on your Google Business page. Take care to publish high-resolution photos, set up your logo and cover photo correctly.
When adding your product catalogue, be sure to highlight your best product photos to maximise the chances of your catalogue being clicked on, which can be a path to your shop.
If you also add photos of your premises, your team and your working environment, you add a human side to your brand. It's all about branding and there's no reason why you can't make yourself look better than you are!
Integrate key queries into your profile
Keyword searches are an essential part of your SEO strategy, but also of the visibility strategy of your Google Business Profile. If you lack inspiration, use tools such as Semrush, Google Trends or Google Keyword Planner. Use Google Search Console to find out which keywords your visitors can already find you with. Be aware that " keyword stuffing", i.e. the unnatural linking of keyword queries, is severely penalised by Google.
Encourage feedback
With each sale you complete, solicit reviews from your customers by offering to click on the link to create a review on your Google Business page. Take the time to respond to each of your reviews in a personalized way, even the negative ones!
The unspoken rule of " don't feed the troll" or "tune out the nastiness online" will not work for your Google Business listing. Responding to a frustrated customer in a professional and calm manner will show other prospects that you know how to respond to a situation in search of a solution. You are showing your values and this will help your reputation.
There is nothing worse for an unhappy customer than to be confronted by an indifferent salesperson. At best, you improve theexperience of a disappointed buyer, at worst, you show your prospects that you take responsibility and respond in all circumstances.
Finally, offer a FAQ that will appear in your Google Business listing. You will answer 80% of the most common questions and a prospect is always delighted when you anticipate his needs. You score points in the customerexperience and you save time by avoiding your after-sales service to answer the same question several dozen times a week.
Keep all your information up to date
Make sure your customers and prospects have the latest information: the shop link, your opening hours and the customer service number. If you are unable to welcome visitors at the given address, be sure to leave a note explaining that everything is done online but that your customer service is there to answer their questions.
Take it a step further by creating news posts, publishing current offers and driving visitors to your website or social networks to capture their lead.
Activate the features available for shops and boutiques
Depending on the business category you choose when creating your Google Business Profile, you will be free to set up additional features on your Google listing. To be consistent with your e-commerce business, you should choose a business category that begins with "shop of" or "shop of" to be able to take advantage of features specific to these activities.
For example, physical shops and shops can offer a shortlist of their bestsellers (without having to go to the website), they can indicate their opening hours, etc.
Depending on the relevance of your image and approach, you can add your company (LGBTQ+ friendly, business run by women or supporting ethnic and religious diversity, etc.).
Your Google Business listing should become a serious showcase for your business: the more information it contains, the better the impact on your SEO and your turnover.
The extra tip: hack the map of France!
Even if you don't have a physical shop, it is possible to make yourself visible for free throughout the country. How do you do this? Simply create other addresses and as many store cards in several regions for the same brand. By simulating shops at specific locations, you can carefully map out the geographical area where you want to appear. To create these addresses, use other business addresses and take advantage of co-working spaces to be present everywhere! You will only have to pay one month's subscription fee, just long enough to receive the code that will allow you to validate your listing
*Disclaimer: This growth hacking tip is given for information purposes only and is the responsibility of those who use it
Google Business Profile: in short, make the most of this free and virtuous advertising
Formerly known as Google My Business, Google Business Profile is a real lever that can serve your customerexperience, your reputation, your SEO and your turnover!
We have seen all the benefits of creating your Google Business listing
- increase the visibility of your brand;
- improve your marketing campaigns by collecting and analysing customer feedback;
- complement the usefulness of social networks by posting on a public space for free;
- control information about your company;
- Build trust with your prospects;
- Boost your SEO with little effort by empowering your local SEO.
How to optimize your Google Business Profile for e-commerce?
To best inform your target market and perhaps appear in the first results of Google, make intelligent use of all the tools in this sheet. Here are some tips:
- have your location checked;
- define yourself as a shop or a shop;
- add your product catalogue
- add as much branded media as possible;
- pay attention to the key queries in your profile;
- encourage customer reviews;
- respond to all reviews, even negative ones;
- keep all your information up to date;
- Post regularly as part of a pre-defined communication strategy.
Armed with all these recommendations, you can leverage your sales, your reputation and your SEO. This showcase is free and encouraged by Google, so seize the opportunity. Consider consulting our Ingenius team if you don't have time to create or optimise your website. natural referencing strategy !
