Have you checked recently to see where your business ranks in a Google search for your area of expertise? e.g.
“Accountant in Dublin”
“Solicitor near me”
“Local plumber”
If there is no sign of your Google Business Profile or company website ranking on Page 1, then chances are you are not going to get a call from that potential customer.
It is widely recognised that Google is the holy grail when it comes to internet searches. So, it’s not surprising to find that
🔔Google controls 92% of the search engine market share worldwide. Hubspot
Why the Google Business tool is important
The chances of being featured on page 1 of the search results may not be a realistic ambition for a small business, but there are ways to outrank bigger competitors in your local area.
By focusing on keywords and search terms with local intent, businesses can reach their target customers organically without having to resort to paid advertising. Check out our blog Why local SEO is important.
Not that paid ads are not effective ways to get leads, but the leads expire if you stop paying for them.
This is why localising your business with the help of the Google Business tool (formerly known as Google My Business) will have long-term value.
Your content, which can include photos, products and services, updates, reviews, and events, all accumulate to increase visibility and establish your business as a trusted source of information in your local area.
Google favours quality over quantity, and paying attention to your profile will improve your position in local searches, leading to more enquiries and ultimately sales.
The Google algorithm determines where a business appears in the search rankings and relies on ranking factors such as:
- Relevance
- Distance
- Quality
Achieving a top spot in the Local 3-Pack or Page 1 organic search results (see below) is where a local small business can compete and gain a significant advantage over the competition.
What does a local search result look like?
Below are examples of the “Local 3 Pack” and organic results we all see every time we search online.
Google displays what it considers to be the best match for the search term based on the information available.
🔔 “Businesses with complete and accurate information are easier to match with the right searches.” Google
Below is an example of the top results from a local search term: “Solicitors in Manchester”.
Both the local 3-pack and organic results above are organic search results (i.e., not ads). Results that appear at the top and bottom of the search results page are normally paid advertisements.
The secret to increasing new business enquiries for your local business is to optimise your digital presence for local terms. This is particularly important if you have an actual office or location from where you provide services to local clients.
🔔 Recent research by local enterprise offices found that 83% of Irish consumers were more likely to buy locally, either online or in-store, in 2021.
So, what is a Google Business Profile (previously known as Google My Business)
Google Business is a free business tool that Google makes available to all businesses, regardless of size. You can now manage your location, contact information, posts, photos, reviews, etc. from Google Search and Maps.
Go to www.google.com/business and follow the steps to claim or complete your profile. An optimised Google Business Profile is a “must-have” for any business type, but in particular for those who tend to have a client base in their local area. E.g.
- Solicitors
- Estate Agents
- Restaurants
- Accountants
- Dentists
- Retail Outlets
- Any Service-based business
The GBP includes a dashboard from which you can manage and update your profile. It is in your interest to keep this information current.
🔔 Verified businesses on Google are twice as likely to be considered reputable.
Your Google Business presence is like a mini-website with key information about your business and should include:
- Location
- Opening Hours
- Contact Details
- Website Address
- Products and Services
Reasons why your business needs a Google My Business (Google Business Profile)
An optimised Google Business Profile facilitates increased engagement with potential customers.
Most searches today take place on mobile.
🔔 A recent Google report found that “60% of mobile phone users made contact with a business by clicking on the relevant contact details included in the GMB profile.”
As outlined above, Google is seeking to give the searcher the best match for their query. Google Business Profile provides a business with a platform to communicate with consumers and give them easy access to essential information.
If they like what they see, they are more likely to take the extra step and visit your website or contact you. Here’s what they should see:
-
- Reviews
-
- FAQs
-
- Messaging
-
- Updates (posts about your products and services)
-
- Photos/Video
All of this information can also be found through searches using Google Maps and Google Shopping.
This all does take time, and for all intent and purposes maintaining your Google Business Profile requires a similar investment to maintaining any social media account.
However, how good would it feel to have a regular flow of new customers who found you on Google without paying for ads?
If you want to grow your business, turning organic searches on Google Search and Google Maps into new customers is a smart move.
To help you get off to a good start, we have created a Google My Business checklist that will guide you through the process and ensure that your profile includes all the important information.
Click Here to download your copy.
If you are strapped for time, we also offer a Google My Business “Done for You” service so you can hit the ground running and start generating enquiries quickly.
To receive notifications about new blogs, tips, and free marketing advice, sign up for our monthly newsletter here
