Make the most of this free resource from the most visited website in the world: Google. Learn how to create, optimize, and update your Google Business profile to get more traffic, leads, and customers.
A Google Business profile is a free business directory listing that appears on Google’s search engine results and Google Maps.
For small businesses, startups, entrepreneurs, and creative freelancers, this is a big opportunity for greater exposure and customer engagement—at no cost. If you're wondering how to get your business on Google, this is an answer.
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Advantages of Having a Google Business Profile
As you can imagine, showing up on Google search results and Google Maps is good for business. This just happens to be the only the number one website with over 8.5 billion searches every day. Google Business profiles can improve your online visibility and ranking on local search results.
- A Google Business profile can build trust and credibility with potential customers. When potential customers find you on any Google property, that signals that your business is a legitimate one. In contrast, businesses that have no Google Business profiles are virtually invisible. That gives the impression that they’re fly-by-night operations that can't be trusted.
- A Google Business profile also provides valuable insights and analytics you can use to improve your marketing efforts. For example, it'll tell you what keywords or phrases people are using to find your business, and whether they searched on Google search or Google Maps. You can also see what actions people took on your listing, such as profile views, messages, calls, and website visits from the profile. In fact, Google sends you a monthly performance report of your Google Business profile. It also gives you recommendations to improve your profile’s search ranking.
- A Google Business profile is that it integrates with other Google services. This means people see the same information, whether they’re on Google Maps or Google search. This gives them seamless customer engagement.
If you're asking, "Why isn't my business showing up on Google?" it's possible it's because it doesn't have a Google Business profile yet. Or its profile isn't complete and optimized. You'll learn how to do that below.
Disadvantages of Having a Google Business Profile
Having a Google Business profile can have disadvantages, too.
- There's potential exposure to negative reviews and feedback. Reviews are an important part of any Google Business profile, and anyone can leave a review. This could make your business vulnerable to reviews that are either downright lies or distort what happened.
- It takes time and effort to optimize and manage a Google Business profile. After creating it, you then have to claim or verify ownership of the business. You also have to provide the information required on your profile. You also have to keep the profile updated and respond to reviews. More on these below.
- Distinguishing your business from competitors. If you've got many competitors, it requires extra effort to make your Google Business profile stand out from theirs.
We’ll cover some ways you can accomplish this later when we talk about optimizing your profile.
How to Create a Google Business Profile: Step-by-Step Guide
Follow these steps to set up a Google Business profile and gain access to it.
1. Sign in to Your Google Account
Make sure you’re signed in to your Google account through your Gmail. Or you can create a new account just for your Google Business profile.
2. Go to Google.Com/Business
This is the site where you’ll be creating and managing your Google Business profile. Click Manage Now.
3. Fill in the Required Information
Type in your business name, choose a business category, and fill in the rest of the information.
If you work from home, under Location, select “No location.” Take note that if you do so, then your Google Business profile won't appear on Google Maps.
4. Verify Ownership
In this step, Google wants to make sure you are, indeed, the owner of the business. Google offers different ways to verify that you, indeed, manage this business, such as:
- Phone or Text. Google sends a verification code to your business phone number. You must be able to answer your business phone or receive texts if you want to use this verification method. Enter the code you receive in your Google Business profile.
- Email. Google sends an email to the business email address you provided. Follow the steps in the email you receive.
- Video Recording. Shoot a video of your business establishment. In one continuous recording, it should include: (1) your current business location. Capture outside signs that establish your location, such as street name, nearby businesses, and the environment (2) the business operations and facilities, such as the signage outside, the equipment inside, marketing materials, and everything you use to serve your customers (3) proof that you’re authorized to represent the business. Show that you've got access to employee-only areas like the office, kitchen, storage room, cash register. Show you've got the keys to open the facility.
- Live Video Call. A Google support representative will call you on your mobile device. While on the call, show the business location and your ownership or management of it. You’ll have to show the same things required of a video, as described above.
- Mail. Google sends a postcard to the business address with a code. Enter the code on your Google Business profile.
When you’ve successfully verified your business, its Google Business profile gets a blue checkmark. This also means you're now the Google Business profile manager. You can edit and update it, and you can respond to reviews.
Optimizing Your Google Business Profile
After your Google Business profile is set up and verified, your work isn’t done. In fact, that’s only the beginning. Your next task is to optimize the profile so that your potential customers find it when they’re looking for your product or service. Here are a few ways to optimize your business profile:
1. Choose the Right Categories and Attributes
Make sure your business is in the correct category. This helps Google connect your business with the right audience. The best way to get started is by thinking of the keywords your customers might use to find your business.
As you begin typing, Google gives suggestions of categories that may apply. Choose the category that fits your business best.
2. Craft a Compelling Business Description
You've got 750 characters to describe what your business offers and the benefits your customers enjoy. Use what you know about your customers to write an enticing description that sets you apart from your competitors. This is also the place to include your target keywords.
3. Add High-Quality Images And Videos
Nothing entices like a picture, so make the most of this section. Post high-quality photos and videos of your business. You can upload 100 pictures, maybe more, depending on the type of business you've got, so don’t hold back.
Show the facade of your retail location, so customers can easily recognize it. Show off your products, logo, and menu. Share special events and milestones. Give customers a peek at the behind-the-scenes of your business.
4. Encourage Positive Customer Reviews
Customer reviews can make the difference between a potential customer who goes to you and one that goes to your competitor instead. Positive reviews foster credibility and trust. They convince potential customers, especially the undecided ones, to go to your business.
That’s why it’s essential for you to collect positive reviews. Of course, you must always provide excellent products and services to begin with. And then, encourage satisfied customers to leave positive reviews. When they do, respond and show appreciation for the positive feedback.
5. Respond to Customer Inquiries and Reviews Promptly
Customers can engage with your Google Business profile by posting inquiries and reviews. Respond promptly when customers ask questions or leave reviews. This shows that you value them and their inputs. It shows others who read your profile that you truly care about customer satisfaction.
Engaging with your audience can also build long-term customer relationships.
6. Manage Negative Reviews
No matter how hard you work to make your customers happy, you may still get negative reviews. That’s to be expected and no business is immune to them. What potential customers are looking at is how you respond to those negative reviews.
Respond with empathy and diplomacy. The most important thing is for the reviewer to feel heard and to know that you want to make things right. Address their concern and offer solutions. You can suggest moving the conversation to a private message or email. Prospective customers will see that you care about your customers and reputation and can take criticism.
7. Get User-Generated Visual Content From Customers
What’s better than the photos you upload on your Google Business profile? Photos your customers post!
What other people show about your business has more credibility than what you yourself do. And so, it’s a good idea to encourage satisfied customers to share photos of their experience with your product. Do this while they’re in your store or location, because as soon as they leave, they’ll forget.
8. Maximize Google My Business Messages
Google Business profile gives you the option to switch on Messages. This lets people send you direct messages from your profile. This is a terrific way to engage directly with them and make new customers. Prospects will use it to ask questions, make reservations, or make service requests.
Leaving these messages unanswered leaves the prospective customer frustrated, and they’ll move on to your competitor. Optimize this feature by responding promptly to messages. Not only will you gain new customers. Your customer service reputation will also improve.
9. Leverage Special Offers And Events
In this time of rising costs, everyone’s looking for a great deal. Use your Google Business profile to provide special offers, discounts, or limited-time deals. To do this, click on Add Update from your profile.
On the modal, select Add Offer.
Set up your offer. Make sure to include a photo that represents your offer, to make it visually appealing.
When you're done, you click Preview to see what your offer looks like.
If you're happy with it, click Post.
To add an Event, the process is similar. click Add Update > Add event. Fill in the information and details. Add photos and a Call-to-Action button.
10. Share Business Updates With Google Posts
If you don’t have the time or energy to maintain a blog on your website, that’s not a problem. You can still share updates about your business through posts.
You can use Posts to announce a new product, celebrate a business milestone, share a fresh blog post, or anything else that might interest your customers. Use your keywords here as well. Just make sure it sounds natural.
As long as it’s relevant, link the Post back to your website. This is another possible source of traffic from Google, and it’s completely free.
To add a post, click on Add Update > Add Update.
Write a description of your update. You've got up to 1500 characters only, so make every word count. Upload an image, or several, and choose a call to action with a relevant link.
As with an Offer and Event, you can preview the Post. Having a strong image makes a huge difference!
11. Get More Customers With Call-To-Action Buttons
Another way to optimize your Google Business profile is to switch on features like Messages, Bookings, and Q&A, where applicable. This displays Call-to-Action buttons on your profile, making it easier for prospective customers to engage with you.
And as you see above, when you add an Update (whether a Post, Offer, or Event), you've got a choice of Call-to-Action buttons. These buttons are optional, but why not make the most of them?
Impress Prospective Customers From Your Google Business Profile With Elements
You’ve learned that using photos and videos is one of the ways to optimize your Google Business profile. The quality of these images affects your business’s reputation and credibility. Use amateur visuals, and your business will look shoddy.
You can provide professional-looking pictures and images on your Google Business profile by using the templates, stock photos and videos, and other creative assets from Envato Elements. For example, when I added an Offer to my Google Business profile above, I used a flyer template from Elements. I also picked a graphic image to enhance my Update Post.
You also want to make sure that your website looks its best when you send people from your Google Business profile. Elements has website templates as well as fonts, icons, and everything else you need to create a website that shows off your business in the best light.
With Envato Elements, you pay one small subscription to get unlimited downloads of everything in its vast library. And every asset comes with a single license that covers both personal and business use. No need to pay extra for a commercial license.
Make the Most of Google Business Profile
As you've seen, a Google Business profile is a terrific tool for your business. It helps with search engine optimization (SEO) for your business, especially for local SEO. This means your business gains more visibility at no cost.
On top of that, when potential customers find you, they can get to know your business better through the information, photos, reviews, and updates on your Google Business profile. And with various communications options, they can connect with you through telephone or direct messaging. A Google Business profile is a powerful—yet free—resource for growth.
To get the most out of your Google Business profile, take the time to optimize yours. Use the templates, graphics, and other assets on Envato Elements to create visuals that pop and compel prospects to check out your business. Your profile will stand out from the competition.
