84% of internet users use Google tools at least three times a day. Take advantage of this opportunity to appear in Google’s services by creating your Google Business Profile! Formerly known as Google My Business, this feature is connected to all of the search engine’s other services. How can you boost your visibility for free and with relatively little effort? Create your Google Business Profile. In this article, we’ll explain in detail how this free service can propel your business to the top of search results. You’ll also discover all the recommendations for optimizing this Google listing to improve your reputation, your SEO, and your revenue.
What is Google Business Profile?
Google Business Profile is like a free directory provided by the search engine of the same name. Integrated with local search and Google Maps, it provides a wealth of information about businesses that take the time to build out their profiles. Furthermore, the visibility of these businesses is enhanced by other Google services, since they’re all interconnected. This means you can appear in Google Search, Google Maps, and Google Shopping through your Google Business Profile.
Who can create a Google Business Profile?
In theory, this feature was only available to businesses that interacted with their customers and/or could welcome them on their premises. Brick-and-mortar stores and restaurants are among the types of businesses that can take advantage of Google Business’s potential. Entrepreneurs who meet with their customers in other locations—such as plumbers or consultants, for example—can also create their own Google Business profile.
Businesses that operate 100% online, such as e-commerce sites, couldn’t take advantage of this Google feature—unless you use a little workaround that we’ll explain later in this article! However, Google Ads and Google Analytics offer great growth opportunities for fully digital businesses. In fact, these tools are the most effective for gaining a better understanding of (and therefore better targeting) your marketing audience.
What information is listed on your Google Business Profile?
- Hours of operation;
- Contact information;
- Geographic location;
- The type of products or services offered;
- The product catalog;
- Peak hours;
- The company 's values of inclusivity;
- News;
- Customer reviews;
- Photos of the facilities or products;
- Frequently Asked Questions;
- A list of available items before you even arrive at the site;
- Features tailored to your industry.
How Google Builds Your Credibility in the Eyes of Your Prospects
Businesses that properly optimize their Google Business Profile are twice as likely to be viewed as trustworthy. The search engine highlights business listings that follow best practices (which we’ll discuss in a moment), and users trust Google’s judgment. In fact, more and more users are researching a business before placing an order.
Google Business Profile is a powerful tool you can use to grow your company’s revenue and brand awareness. There are even consultants whose job is to optimize their clients’ Google Business Profiles!
In addition to boosting your sales and reputation, this free Google tool helps improve your SEO through local search optimization. There’s real potential waiting for you on your Google Business Profile.
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 concrete benefits it can offer you? Let's explore five advantages of setting up your Google Business Profile today.
Show Your Business on Google Maps and Google Search
You may have the best company in the world, with the best products and the strongest values, but if you’re invisible online, you’ll have a hard time attracting new customers. Whether your prospects are searching for a product online or looking for a store to buy it, Google is the simplest and most reliable way to find it.
30 to 40% of search results are“local packs”—that is, groups of three local businesses that appear when a user searches for a product or service near them. Thanks to your presence on the search engine, your potential customers will find your business when they search for products like the ones you sell in their local area.
What’s more, these potential customers won’t even necessarily need to use Google Search. All it takes is for them to spot you on Google Maps for them to want to visit you! Don’t underestimate the power of local SEO in your content strategy and in optimizing your Google Business Profile.
Manage Information About Your Business
Make sure you are the direct and primary source of information about your business. This way, you can ensure that customer service hours are kept up to date (during holidays, for example). Not only will this prevent you from missing out on sales, but it will also show your prospects that you’re responsive. This increasingly rare quality carries a lot of weight intheshoppingexperience.
In the past, you had to be listed in every business directory and listing. Today, these intermediaries slow down the flow of information and can even harm your reputation. Finally, be your own ambassador to convey your values and showcase your personality!
Gather feedback from your customers and identify opportunities for improvement
Users who have used your services or purchased your products can leave a review about their experience. Most Google reviews will be relevant, but some may be posted maliciously by jealous competitors. Rest assured: it appears that Google prefers a balanced ratio of positive and negative reviews to a string of flawless praise.
Running a business means juggling multiple tasks and excelling at everything. As you manage it all, it becomes harder to maintain direct, personalized contact with your customers. With Google Business, you can easily put customer satisfaction back at the heart of your priorities! Customer reviews posted on your listing can’t be deleted, but we’ll explain shortly how responding to them—even to negative reviews —can actually work in your favor.
Provide social proof to your prospects
Use these Google reviews to build trust with your future customers. Social proof is an extremely powerful marketing tool. It helps an undecided prospect take action. Social media serves this purpose, but the credibility Google lends to these reviews gives even more weight to the customer reviews on your Google Business profile. Ask your customers for reviews when they make a purchase: in addition to providing testimonials that your prospects will read, you’ll also boost your SEO strategy.
Boost Your SEO for Free
To increase visibility on the internet, people often consider two distinct options: SEA, which is paid and delivers immediate results, and SEO, which is “free” (you don’t pay the search engine) but takes time to yield results.
With Google Business, you can refine this approach through 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 difficult to get a customer to leave a review on your Google Business page, unless their experience was extreme (for better or for worse). So the search engine rewards businesses that help it enhancethe userexperience.
8 Ways to Optimize Your Google Business Profile for an E-Commerce Business
Your future customers will be 2.7 times more likely to trust you if your Google Business Profile is complete. On the other hand, Google ranks your profile based on three criteria:
- relevance (how well does your listing match the user's search query?);
- distance (where is your business located in relation to the prospect who is looking for products like yours?);
- Reputation (How strong is your business in terms of content and customer reviews?).
Obviously, businesses that optimize their Google Business Profile will be highlighted by the American tech giant. To maximize each of these three areas, here are some best practices to implement as soon as possible for your e-commerce business.
Add your product catalog
Your Google Business Profile lets you add your entire product catalog—or just your best-sellers, depending on your preferences. Each product will be categorized and linked to a dedicated page where you can enhance the copy with sales-oriented writing. This way, you’ll gain visibility for the core strength of your business: your products!
Check your location
By specifying your location in your business listing and on your website, you'll be more likely to appear in Google Search and Google Maps results. To do this, use a variety of terms to ensure your location is described naturally and accurately.
“Toulouse,” “Department 31,” “the Pink City,” “the French capital of rugby,” “Occitanie,” “southwest France,” and “Haute-Garonne Department” are, for example, good synonyms to include in your content if you want to establish your business in this city. To have the address on your listing verified, follow the search engine’s instructions.
For an e-commerce site, you should specify that you offer shipping and select the regions and countries where you ship your products. The trick is to cover as much ground as possible to maximize your chances of appearing at the top of search engine results pages (SERPs).
Add photos and videos
Do you know of any third party that would publish your marketing visuals, branded media, and videos to advertise for you for free? Neither do we… Google Business is the only and best solution.
The search engine offers you a free marketing solution to boost your visibility—take advantage of it! Showcase your brand in the dedicated space on your Google Business profile. Be sure to upload high-resolution photos and set up your logo and cover photo correctly.
When adding your product catalog, be sure to highlight your best product photos to maximize the chances of people clicking on your catalog, which can lead them to your store.
If you also add photos of your office, your team, and your work environment, you’ll add a human touch to your brand. It’s all about branding, and there’s nothing stopping you from presenting a more polished image than you actually have!
Include key search terms in your profile
Keywords are essential not only for your SEO strategy but also for the visibility strategy of your Google Business Profile. If you’re lacking inspiration, use tools like Semrush, Google Trends, or Google Keyword Planner. Use Google Search Console to find out which keywords your visitors are already using to find you easily. Be careful:“keyword stuffing”—that is, cramming keywords into your content in an unnatural way—is severely penalized by Google.
Encourage reviews
Every time you complete a sale, ask your customers for reviews by inviting them to click the link to write a review on your Google Business page. Take the time to respond to each review with a personalized message—even the negative ones!
The unwritten rule“Don’t feed the troll”—in other words, “ignore online nastiness”—won’t work for your Google Business Profile. In fact, responding professionally and calmly to a frustrated customer will show other prospects that you know how to handle a situation while seeking a solution. You’re demonstrating your values, and that will benefit your reputation.
There’s nothing worse for a dissatisfied customer than being met with indifference from a salesperson. At best, you improvethe experience for a disappointed buyer; at worst, you show your prospects that you take responsibility and are there for them no matter what.
Finally, include an FAQ section that will appear on your Google Business profile. This will address 80% of the most common questions, and prospects are always delighted when you anticipate their needs. You’ll score points for customerexperience and save time by preventing your customer service team from having to answer the same question dozens of times a week.
Keep all your information up to date
Make sure your customers and prospects have the most up-to-date information: the link to your online store, your hours of operation, and your customer service number. If you are unable to welcome visitors at the listed address, be sure to leave a note explaining that everything is handled online but that your customer service team is available to answer their questions.
Take it a step further by creating news posts, publishing current offers, and directing visitors to your website or social media channels to capture their leads.
Enable the features available for stores and shops
Depending on the business category you selected when creating your Google Business Profile, you’ll be able to set up additional features on your Google listing. To ensure consistency with your e-commerce business, you should choose a business category that begins with “store” or “shop” so you can take advantage of features specific to those types of businesses.
For example, brick-and-mortar stores and boutiques can provide a shortlist of their best-sellers (without customers having to visit the website), and they can indicate their peak hours, etc.
Depending on how relevant your image and approach are, you can highlight your company’s company (LGBTQ+ friendly, business run by women or supporting ethnic and religious diversity, etc.).
Your Google Business Profile should serve as a professional showcase for your business: the more complete the information is, the greater the benefits for your SEO and revenue will be.
Bonus tip: Hack the map of France!*
Even if you don’t have a physical store, you can still gain visibility nationwide for free. How? Simply create additional addresses and corresponding business listings in multiple regions for the same brand. By simulating store locations at specific points, you’ll carefully cover the geographic area where you want to appear. To create these addresses, use other business mailing addresses and take advantage of coworking spaces to establish a presence everywhere! You’ll only need to pay for a single month’s subscription—just long enough to receive the code that will allow you to verify your listing.
*Disclaimer: This growth hacking tip is provided for informational purposes only, and those who use it do so at their own risk.*
Google Business Profile: In a nutshell, make the most of this free and effective form of advertising
Formerly known as Google My Business, Google Business Profile is a powerful tool that can enhancethe customerexperience, boost your reputation, improve your SEO, and increase your revenue!
We've seen all the benefits of creating your Google Business Profile
- increase your brand's visibility;
- improve your marketing campaigns by collecting and analyzing customer reviews;
- enhance the value of social media by showcasing yourself in a public space for free;
- control the information about your company;
- build trust with your prospects;
- Boost your SEO with minimal effort by strengthening your local SEO.
How to Optimize Your Google Business Profile for an E-Commerce Business?
To best inform your target audience and perhaps appear among the top results on Google, make smart use of all the tools in this guide. Here are a few tips:
- Have your location verified;
- Do you consider yourself a boutique or a store?;
- Add your product catalog
- Add as many branded media files as possible;
- Pay close attention to the keywords 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 communication strategy defined in advance.
Armed with all these recommendations, you’ll be giving your sales, reputation, and SEO a real boost. This platform is free and endorsed by Google—take advantage of this opportunity. Be sure to reach out to our Ingenius team if you don’t have time to create or optimize your SEO strategy!
