Google Business Profile, Google My Business or Google Maps Profile? Since 2022, Google’s free platform on which you can register your company and display it in Google search has been called Google Business Profile.
The simple registration and verification process enables over 200 million businesses worldwide to increase their local visibility and interact with potential customers. This article explains how a Google Business Profile can provide valuable synergy for your organic (SEO) and paid (SEA) search measures.
What is Google Business Profile and why is it so important?
Google Business Profile is a free tool from Google that allows you to control the display of your business in Google Search and on Google Maps. You can enter details such as your telephone number, opening hours and other important information in your business profile and upload photos, logos and videos. Users have the option of leaving reviews to which you can respond. Finally, share important posts and updates via your Google Business Profile to keep your community up to date.
Having a relevant Google Business Profile will increase your local visibility and make it easier for potential customers to get in touch with your company. This makes Google Business Profiles an essential tool for any business that wants to succeed in today’s digital world. See how a potential customer interacts with sporting goods giant Nike in Google Search in the graphic below.
Find out how to create and manage your Google Business Profile in our blog post “Google Business Profile Tutorial”.
Integration of SEO and SEA
The integration of SEO (Search Engine Optimisation) and SEA (Search Engine Advertising) measures is the key to a successful cross-channel strategy. The following steps illustrate how you can use your Google Business Profile effectively:
1. Optimisation of the Google Business Profile
- Complete and precise information: Make sure all information is accurate and complete. This includes your address, phone number, business hours and a concise description of your business.
- Categorization: Choose the right category for your business. This helps Google to display your business under the relevant search queries.
- Photos and videos: Upload high-quality images and videos to appeal to potential customers and provide a better user experience.
2. Local SEO strategies
- Local keywords: Integrate local keywords into your GBP description and posts. This will increase the likelihood of your business appearing in local search results. Local keywords include the name of your city or neighborhood.
- Google reviews: Encourage satisfied customers to leave reviews. Positive reviews not only improve your ranking, but also your reputation with prospecting customers.
- Posts and updates: Use the posts function of Google Business Profile to regularly share updates, offers and news. This keeps your profile current and relevant.
3. Use of SEA measures
- Local Google Ads: Place targeted local ads aimed at users in your area. Link these ads directly to your Google Business Profile to ensure an optimal user experience.
- Call-to-action (CTA): Use strong CTAs in your ads to motivate users to contact you or visit your location.
Measure and analyze your success
Monitoring and analyzing the performance of your SEO and SEA measures is crucial for your long-term success. The following tools and techniques will help you do this:
- Google Analytics and Google My Business Insights: These tools provide detailed insights into user behavior and the performance of your Google Business Profile. For Google Analytics, use the latest version “Google Analytics 4”.
- Conversion Tracking: Set up conversion tracking to measure the effectiveness of your SEA campaigns. Pay particular attention to local conversions such as calls and directions.
Conclusion
A well-maintained Google Business Profile is a valuable tool in the world of online marketing to improve the cross-channel performance of SEO and SEA. By optimising your Google Business Profile and strategically integrating local SEO and SEA measures, you can increase your visibility, attract more customers and boost your business growth. Use the tips above to realise the full potential of your Google Business Profile and gain a competitive advantage.