If it’s not on Google, it doesn’t exist.
While not technically true, this is how a lot of people treat businesses today. Whether you’re searching for “the best Italian restaurants near me” or “top dentists in Washington DC,” users rely on the search results Google produces which include:
- Photos
- Reviews
- Directions
- Buttons to contact via phone or email
- Website links
- Hours of operation
- Products and services
Those results are the specific Google Business Profiles (formerly called “Google My Business”) set up by each individual business.
Here we’ll look at why your Google Business Profile is so important in 2023, 10 tips to optimize it for better lead generation, and why coworking spaces might be a missing link in all this.
Why You Need a Google Business Profile in 2023
With 76% of consumers regularly reading online reviews when looking for local businesses, it’s a no-brainer that an online presence in 2023 is crucial.
And Google is perhaps the most important online presence to have. It holds over 80% of search engine market share worldwide and a full 59% of shoppers use Google to research a purchase.
To show up in Google’s search results, you need to have a Google Business Profile, which is what shows up on the right-hand side of your search page with information about a local business. You will typically see the location, contact information, hours of operation, and website of the business you’re looking for.
Business owners have full control over what is visible on their Google Business Profile. You can keep it basic, but there are many benefits to optimizing it in 2023:
- Visibility: Paid ads are gaining prominence on Google’s Search Engine Results Page (SERP), which can sometimes decrease organic visibility. Your well-optimized Google Business Profile is one of the most effective tools to optimize local SEO (Search Engine Optimization), which ensures you are visible through organic search. It helps customers find you when searching for relevant products or services in their area.
- Credibility: Businesses with a comprehensive and official Google Business Profile are seen as more legitimate and reputable than those that don’t.
- Accessibility: It’s so much easier for clients and customers to reach out to you when your contact information is front and center. An accurate and up-to-date Google Business Profile enhances your accessibility to potential customers.
- Profitability: A website is often the first point of contact between a business and its customers, making it an important part of your sales funnel. Your Google Business Profile drives more traffic to your website, which can then increase your chances of converting visitors to customers and increasing sales.
Optimizing your Google Business Profile is the best way to get your business in front of potential customers. It’s a free tool that supports your business goals, so spending time to make it the best it can be is an important step for businesses of all sizes.
10 Tips to Optimize Your Google Business Profile
Your Google Business Profile can be very simple or more complex. When it comes to optimizing it for better results, you need to focus on the basics and get those right before moving on to some more advanced strategies.
Here are 10 tips to do so.
Back to Basics: Google Business Profile Must-Dos
To get started with your Google Business Profile, create a new profile on Google and make sure you complete these basic steps:
- Add essential information: This is the bare minimum—website, hours of operation, address, phone number, and any other relevant contact information. Fill out all available fields so your profile is complete.
- Include photos: Show what you’re all about by including attractive and high-quality photos to your Google Business Profile.
- Select relevant attributes: Google offers options to include attributes such as “woman-owned” so prospective customers know more about you.
- Regularly update your profile: Periodically check out your profile to make sure it’s still accurate. You may want to edit business hours or specific contact information.
Step it Up: How to Elevate Your Google Business Profile
Once you have the basic information in your profile, step things up with these ways to elevate and optimize your Google Business Profile:
- Add FAQs: Fill out the questions section with common inquiries you receive. This helps clients and customers learn more about you and see if you’re the best fit for them. You can also let customers answer questions, too.
- Respond to review: Reply to public comments to help build trust with new and returning customers. It’s important to respond to both the good and bad reviews with humility and professionalism. You can also actively ask for customer reviews to help boost your business.
- Customize your CTA: Google allows you to offer products and services directly on your Google Business Profile page. You can select the buttons that reflect your best call-to-action, such as “Order pick-up” or “request a quote.”
- Review your data: Google Business Profile collects data on how people interact with your profile. You can see how many people interacted, who made calls or emails, how people discovered you, and so much more. Use this to understand how your business connects with customers and how you should change things accordingly.
- Optimize for mobile: Many people use Google on their phones, so ensure your profile is optimized with concise and easy-to-read information alongside high-quality photos.
Promote offers and events: Use your Google Business Profile to showcase new and upcoming offers and events that help attract clients. This lets you promote timely and relevant information to prospective customers.
Google Business Profile Pitfalls to Avoid
Along with all the things you should do, there are a few things you should not.
Listing your business in the wrong category can be detrimental to your profile. Make sure you are choosing the exact right category for your business and be as specific as possible (i.e., choose “pizza delivery” instead of “takeout restaurant”).
Another Google Business Profile faux pas is incorrectly listing operating hours or not keeping them up to date. Correct information is essential to attracting customers, and people get frustrated pretty quickly when this is not done.
Finally, the last pitfall to avoid is choosing the incorrect business address. Google has specific requirements for representing your business, as it must include a real-world address for your business location. This means that PO boxes and mailboxes are not accepted.
If you don’t operate a physical storefront, you might wonder which address to use. While your home address is acceptable, it might not be the best option to maintain privacy. Instead, a coworking space can be a good solution to this. Coworking spaces can be listed as your business address under the following conditions:
- Staff are present during standard business hours. We have on-site staff at each Launch location who, for example, can act as an extension of your team while you are not present.
- Clear signage that represents your business. If you opt for a dedicated desk, private office, or team suite here at The Launch, you can have a sign that has your business name and logo.
- Customers can be received during business hours. To list a coworking space as your business address, it’s important that potential customers can visit the space during regular working hours. Because of the on-site staff at Launch, this is possible.
If you are planning to use a coworking space as your business address, connect with staff at your location. They are an extension of your team and want to support your business, so knowing this can help them do exactly that.
Google Business Profiles are an important aspect of any business in 2023. It’s the way many customers and clients will find you, interact with you and, hopefully, become long-term customers.
To get the most out of it, you need to optimize your Google Business Profile and be intentional about keeping it accurate and up to date.
If you’re in search of a reputable headquarters for your business, contact us today and book a tour of your nearest Launch Workplaces.
