As a small business owner, one of the most valuable marketing assets you have is your Google Business Profile. The good news: Not only is this asset highly effective, it’s also available for free. The bad news: Just because you’ve claimed your Google Business Profile, that doesn’t mean your work is done. To get maximum benefit out of this asset, you’ll need to keep it updated and optimized.

Why Does Your Google Business Profile Matter?

Before we get into optimization, let’s take a step back. What makes the Google Business Profile so valuable, and so important?

Keep in mind that a Google Business Profile is not merely a directory listing. It gives you a lot of control over how your business is presented in Google searches, and in local/map searches in particular.

Some specific benefits of the Google Business Profile:

• For local consumers, it may be the first impression they have of your business… and in marketing, as in life, first impressions are incredibly important.
• Google Business Profiles also provide a way to quickly inform casual search engine users about your location, hours of operation, etc.
• Having a Google Business Profile that’s optimized and up to date can help you cultivate Google reviews, an important way to bolster your reputation and improve your search visibility.

The bottom line? Every business owner wants some control over how their company is presented in online searches. Your Google Business Profile may be the single best and easiest way to exert that type of control.

Keeping Your Google Business Profile Up to Date

To get the most out of your Google Business Profile, you’ll need to avoid the “set it and forget it” approach. Here are a few specific guidelines for keeping your Google Business Profile current.

Revise Core Business Data as Needed

Remember that your Google Business Profile functions as a kind of digital storefront. Many search engine users will use your Google listing, not your website, to glean information about your location, phone number, and hours of operation, as well as features like pickup or delivery options. Be sure you log into your Google Business Profile and update these fields as needed.

Add Photos and Videos

Not only are photos and videos important ways to keep your profile rich and engaging, but they can also provide potential customers with a jolt of confidence. Simply being able to envision what your business location looks like provides consumers with greater confidence that they can find the place, and that they know what to expect when they get there. Make sure you update your profile on a regular basis, including photos and videos depicting:

• The business exterior
• The business interior
• Your products, food and beverage offerings, etc.
• Your team at work

Update Your List of Services

Your Google Business Profile offers you a way to list the specific services your company offers. Again, you should expect some users to browse this list before they visit your site, if they visit your site at all. Make sure you generate a thorough list of all the services you offer, and keep it updated as your service lines evolve or expand.

Use Google Posts

When you have a Google Business Profile, it gives you access to Google Posts. This is a great feature that allows you to update your customers on current or upcoming events. Take advantage of this feature, alerting users to new products, new locations, new hires, in-store events, promotions, specials… you name it. Google Posts can be an important way to highlight the fact that your business is active and thriving.

Don’t Overlook the FAQ Section

Google Business Profiles provide a section where customers can voice inquiries, and the business owner can respond. Keep an eye on this section and provide answers to any questions that come your way. This is a great opportunity to extend some customer service.

Ask for Reviews

Also be sure that you regularly ask your customers to provide a Google review. Include a link on your website, and on digital invoices and receipts, where customers can quickly log in and offer feedback. Consider a widget to highlight reviews on your home page. And above all, be sure you take the time to respond to reviews as they come in. This is another opportunity to demonstrate customer service!

Your Google Business Profile is a Living Document

The bottom line: Claiming your Google Business Profile is important, but it’s not the end. You’ve got to be diligent in keeping your Profile up to date. Follow these guidelines to make sure this critical asset is current.

Also, feel free to reach out with any questions about how Google Business Profiles fit into a broader marketing strategy. We’re always happy to chat; contact enCOMPASS at your convenience.