Playing the Google Games: Business Profile the Instagram Killer

Google Business Profile

Google Business Profile is a free tool that allows you to create a listing for your business on Google. This listing includes important information like your business hours, contact information, and customer reviews. By creating a business profile, you increase the chances of your business showing up in Google’s local search results – which can be especially useful for small businesses.

Reviews – Potential Customers read them!

One of the most important elements of a Google Business Profile is customer reviews. Google rewards businesses that have a high number of positive reviews by showing them higher in the local search results. When you encourage your customers to leave a review on your Google Business Profile, this will not only help you rank higher but also give you valuable feedback about your business.

Google Business Profile also allows you to add updates, special offers, photos and videos to your listing, which can help potential customers get a better sense of what your business is all about. Think of this as Instagram for your Business. These updates can be especially useful for local service businesses, restaurants, cafes and medical practices, where visual elements and detailed updates can play a big role in attracting customers.

“Plumber Near Me..”

If your potential clients are searching for “*your type of service* near me” you really should have a Google Business Profile. We notice so many small business owners making the effort to keep their Facebook or Instagram pages up to date, yet 90% of their followers are friends, family and existing clients.

Just pay attention to your own habits when it comes to finding new services when you need them. The rise of Siri, Alexa and Hey Google are amplifying the importance of Google business profiles. Let me explain a real-world example: When my car gets dirty, I might have a spare moment during a commute. I simply ask “Hey Google, show me the nearest car wash” I am then shown the top three car wash businesses within a 10km radius on my car navigation dashboard. They are usually organised by distance, but sometimes if the business has such a low review score, Google will show me a higher rated but further away car wash.

The Map Pack

The Map Pack Plus one business that is advertising

“The map pack” refers to the highly sought-after top 3 businesses first shown on Google Maps when someone is searching for your service. Car washes are one thing, and most people would just choose the closest car wash. But what about competitive businesses like Plumbing or Landscaping?

The difference between a business ranking 10th for their area and the elusive top 3 map pack positions could be as high as 50-100 calls per week or even more. In an age of instant information, it makes sense too. Someone who searches for your service is presented with 3 main options, each option has many photos, reviews, a link to their website for more information and their contact details. Why would they look much further than the top 3? Would you?

The numbers don’t lie

Google Business Profile Analytics

Once set up and authenticated, Google Business Profile has its own simplified analytics. There are some special tricks to fast-track the improved performance/visibility of your profile. The screenshot above is from 6 months of one of our client’s Google Business Profiles. The column on the right shows that the business was shown in 1,423 searches over that time. The business doesn’t even have that many followers on Instagram!

Social Media GBP Manager

Setting up a Google Business Profile is relatively easy, but getting to the top of the map pack in a competitive industry is quite difficult. Most small to medium business owners have heard of or considered a Social Media Manager to keep their social profiles up to date. Social Media Managers are a valuable asset for consumer products and fashion labels.

Local Service based businesses would benefit much more from a Google Business Profile Manager. We here at Floodgate specialise in GBP Management.

This includes:

  • Structuring the business profile correctly
  • Monitoring the competition via a reverse engineering tool
  • Creating feedback funnels that encourage reviews
  • Responding to negative reviews
  • Business profile updates (similar to Instagram posts)
  • Building out the Q & A section
  • Setting up Quote Request Forms or Instant Messages directly on the Business Profile
  • Other website related changes to increase chances of claiming a spot on the map pack.

If this is something you may be interested in, feel free to reach out!

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