Guide to Google Business Profile in 2024 (Google My Business)

Google Business Profile - also known as Google My Business - is an indispensable tool for small and medium-sized businesses looking for online customers. Find out more in this guide to Google My Business in 2023. I'll give you all the tools you need to create and optimize a business profile that performs and gets seen on Google.

Want a basic introduction to Google My Business? Then read our previous blog post "Google My Business - how to set up your online business card".

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How to create your Google Business Profile

First and foremost, it's important to check if your business already has a business profile on Google. The easiest way to do this is to search for your business name in the search results.

The next steps depend on whether or not your business already has a Business Profile. Because if you already have a Business Profile on Google, any new one will be loaded as a duplicate. You really want to avoid this - otherwise you can look forward to a very long conversation with Google support. Trust me, you'd rather be forced to watch an entire season of Paradise Hotel in one go than go through that.

You don't already have a Google My Business

If no profile appears when you search for your business name, you can start creating a new one immediately.

Example
Search for "Amplify" on Google. You will immediately see a company profile on the right side of the screen if you are using a computer. If you search on your phone, the profile will appear first on the page.

You have a Google My Business

If your business profile already exists on Google, try accessing it instead of creating a new one. To do this, click on "Do you own this business?" You will then be redirected to a new page where you will get some information that may indicate who the current owner of your Business Profile is.

You now need to click Request access. If it is your own email address, you will immediately receive an email that you can use to gain access. If you do not know the email address, you will be able to claim the company after 3-7 days, where you need to reconfirm via. postcard, phone or email address. I'll get into the verification methods in a bit.

Verify your business profile on Google

Your new business profile isn't worth much if you don't get it verified. In fact, it won't show up in Google search results at all.

There are several ways to verify your Google Business Profile - but it's not always up to you to decide which method to use. In fact, it's a rare sight that you're given multiple options.

There are the following ways to verify a GMB

1. postcard

In some cases, you will need to confirm your ownership of the company profile via a postcard sent to the address you have provided. The postcard will arrive within 14 days. Confirmation via postcard is a good method, although you may have to wait a while for the postcard to arrive at your address. This is often the method to use when creating a new company profile - although it seems somewhat slow and analog, considering we are dealing with online marketing.

2. E-mail

In other cases, you can confirm the profile via an email sent to the email address you provided. This is definitely the easiest method that works flawlessly most of the time. However, it's not often that you're lucky enough to get this option - but if you do, choose this verification method.

3. Phone calls

You may also find that you can verify your company profile through a phone call. However, past experience shows that this is not the best method as it is often difficult to hear the first few numbers that are listed. You can always give it a try and choose another option afterwards if it fails.

4. SMS

SMS verification is the last option to be able to verify your company profile. It's a good solution if the phone number you have specified can receive SMS messages.

Google My Business verification issues

Having created and verified a number of company profiles over the years, I've gathered a few tips and tricks to help you along the way.

Entering a phone number that should not be displayed

Many people choose to add a personal phone number that can receive SMS messages if the number that should be on the company profile cannot. This can be quite appealing as it's a quick verification method - but for God's sake, don't do it. Remember what I wrote about Paradise Hotel earlier?

Once you have verified via that phone number, you can't just change it afterwards. Your GMB is as attached to that number as Patrick Swayze is to 'Baby' in Dirty Dancing.

If this happens, after a lengthy email correspondence with Google's support line, you will be asked to reconfirm via postcard - and the number is visible until you receive the postcard. In other words, you risk being called on your home number until the error is fixed.

Submitting a change many times

Google cares a lot about security and they don't like it when you don't follow their guidelines. If you're submitting the same changes over and over again in the hope that Google will accept the change, you're sorely mistaken.

In most cases, this will only result in your Business Profile being suspended. You will then need to contact Google Support again and prove that your Business Profile complies with all guidelines.

Fill in the correct company name

Every business wants to appear in the local 3-pack, and if you work with SEO, you know that the most relevant ones show up first. Many are therefore trying to create a business profile with the name of the service they want to rank for.

For example, you have a carpentry business, so you choose to create a GMB and call it "roofing", "extensions" or "turnkey".

It's not a good idea - Google is constantly updating their algorithms and getting smarter and smarter. If you get caught cheating, you risk being blacklisted.

Fortunately, if you take some of my advice to heart, you can get to the top honestly.

How do you fill out your Google My Business?

If you want to make sure that your Google My Business is completely up-to-date, you need to pay attention to a number of points. In addition, you need to be aware of the profile on an ongoing basis if you want it to perform.

You need to review the following areas:

    • Business category
    • Description
    • Web site
    • Service areas
    • Opening hours
    • Extended opening hours
    • Labels
    • Service offerings
    • Our products
    • Images
    • Storage.

    If you already have a focus on SEO on your website, it can create value if you fill in the points above. Most of the points we have elaborated on in our previous blog post about GMB, and the ones not mentioned will be covered later in the guide.

    The purpose of a Google My Business

    Why should you have a company profile? There are several reasons, and you'll get some of them right here.

    Appearing in Google's "local 3-pack"

    The ultimate purpose of a Google My Business is to appear in the famous "local 3-pack". Google selects and displays the 3 most relevant business profiles when you do a search.

    Does your company profile appear on one or more keyword combinations? Then potential customers have a great chance of discovering your business.

    Visibility, visibility and more visibility

    If you want to be visible in your local area, having a Google My Business is essential. Business profiles are one of the first things that pop up when you do a search, and of course your business should be listed there.

    A 2019 study found that 81% of respondents needed to trust a brand to make a purchase - and that happens through visibility and brand awareness.

    It makes for great customer experiences

    Is there anything more important than a great customer experience? Great results are important, of course, but you're setting yourself up for failure if you don't value customer satisfaction equally.

    If you have a business profile on Google, your customers can quickly find all relevant information about your business. If you've spent endless amounts of time trying to find a business' opening hours or address, you know how frustrating it can be.

    Google Business Profile: Achieve greater visibility through listings

    If you want to get the most out of your Google Business Profile, it's important that you remember to give it some love. It's not enough to simply update the opening hours every now and then. As mentioned earlier, Google rewards active business profiles - and one of the best ways to keep a GMB active and relevant is through posting.

    Google has stated that the listings enable customers to make better purchasing decisions by having access to more business information and updates.

    In addition, the benefits of creating posts are also that you have the opportunity to:

    • Communicate directly with your local customers.
    • Give customers a better experience with timely information.
    • Promote sales, special offers, events, news and other offers.
    • Engage your customers with videos and images.

    Read more about Google's post on local business listings.

    The different listings on Google My Business

    What types of posts can you create on your Google My Business? Well, you have 3 different options. Your posts will both appear at the bottom of your business profile.

    You have the option to create the following posts:

    • General updates and news (updates)
    • Offers (offers)
    • Events (add event)

    The main difference between the general status updates compared to offers and events is that you need to enter the start and end date of the offer/event. The great thing about this feature is that the posts are automatically removed from your profile when the post has expired. The general updates will not be removed.

    Add images and videos to your posts

    Most people are captivated by images and videos, and this is also the case when it comes to posting on Google My Business. Posts with images and videos of great products or friendly people simply get more views and clicks.

    You can read more about Google's image and video upload guidelines here.

    Google recommends the following when creating a post:

    • "A compelling image that supports your message".
    • "Text that speaks to customers: This is your chance to speak directly to your customers".
    • "A call-to-action button that prompts users to take an action immediately".

    8 tips for a good Google Business Profile

    Having trouble filling out your business profile? Here are 8 tips for a great Google My Business profile that creates value for you and your current and future customers.

    1. Make sure that everything that can be filled in is filled in. This includes everything from website address and opening hours to products and services.
    2. Remember to update your opening hours in case of closing days, otherwise you can quickly get unhappy customers and bad reviews.
    3. Create products for the most important of your services/products and link to the relevant landing page on your website!
    4. Use different categories when creating your products, if there are several, they will be displayed on your GMB.
    5. Capture potential customers' attention with posts, be it any offers, events or status updates - and remember to add images or videos to posts to improve their performance.
    6. Use good images with friendly people or relevant products. Also, make sure to add new images often, not just when you create them.
    7. Answer your reviews - good and bad.
    8. If you want to display social icons on your business profile that link to your social media, you can't just add them. Place the icons with a link in the footer of your website and they are more likely to appear on your GMB.

    Data collection: Get insights into views and search trends

    Google sends you a monthly performance report that summarizes the number of phone calls, website clicks from the business profile, messages, profile views, searches and the number of people who asked for directions.

    You will also see your top 3 search terms - when and for which searches your company profile is typically displayed.

    The efficiency report compares the last month with the month before.

    Stay up to date on a regular basis

    If you want to stay updated on how your business profile is performing throughout the month, you can also access all information through "Performance".

    Here you will be able to retrieve data from several months and see how many people viewed your business profile through Google Search and Google Maps - and whether they used a phone or computer. In addition, you can also see all search terms that have been used when your business profile has been viewed.

    If you start creating posts, you'll also get a separate "status email" for each post so you can see how they're doing.

    Stay up to date via "Performance"

    The synergy between Google my Business and SEO

    Can a Google My Business boost my SEO? Isn't it more important to focus on on-page SEO rather than off-page? Surely it only affects local search results?

    These are just a few of the questions you might get when you start the conversation about the synergy between Google My Business and SEO. You can read more about the others in the following.

    1. Driving more traffic to your website
      If there's one thing we SEO nerds love, it's website traffic. From traffic through organic and paid search results to traffic through social media and external websites.

      Visitors to your website strengthen your website's relevance in the eyes of Google - which is a ranking factor when it comes to SEO. So if you can drive even more traffic to your website by boosting your Google My Business, what's stopping you?

    2. Google gets a better understanding of your service areas
      If you work with SEO, you hopefully already know how important content is for your optimization. There is a good reason why you implement a blog universe, various guides and have comprehensive texts on your website.

      Google will always show users the most relevant content based on their search, through information and posts on your Google My Business you make it clear which areas your company specializes in. The more relevant content about your business, the better.

    3. Google loves it when we use their tools
      There's no doubt that Google loves it when we use their tools and programs - and this is also the case with Google My Business. Have you ever wondered why you can only add email addresses that are registered to a Google account in Google Analytics? That's right - they want you to use their tools. As Jakob Kjellberg would say: "Go for it!"

    4. Google prioritizes local searches
      If you work with SEO, you're probably following Google's many algorithm updates. Google's "Local Search Update" in 2021 sent a clear signal that Google prioritizes and values local search results.

      If you have a dental clinic, carpentry company or restaurant, you will most likely want to be visible in certain local areas. If GMB isn't part of your local SEO strategy, you're missing out.

    5. It creates brand awareness - appear in up to 3 places
      Imagine a customer sees your business name in both the organic search results, in a paid ad and even in Google's local 3-pack. What are the chances of you clicking through to this business? In my experience, the chances are as good as Brazil qualifying for the World Cup.

    6. Boost your company's credibility
      How important is your website's credibility? If you ask an SEO specialist, they'll say "very important". The question of whether online reviews affect your Google rankings is divided after Google shared their Search Quility Rater guidelines.

      Reviews can be obtained and made visible through your Google My Business. There is little doubt that positive reviews attract more customers to your website, which can contribute to a higher conversion rate. Wouldn't you be more likely to make a purchase or contact a business if good reviews were the first thing that jumped out at you?

    7. Products can drive traffic to the most important pages
      It is quite possible that Google has not announced that a Google My Business affects rankings in the organic search results. However, we know that relevant internal and external links strengthen SEO.

      In Google My Business you can create products where you can describe and link directly to the landing page about the specific product or service. I'll leave it up to you to judge whether this can contribute to a positive development in rankings.

    Get help with Google Business Profile

    I hope my guide helped you understand how Google My Business can add value to your business.

    Does it all seem a bit overwhelming? Don't worry, at Amplify I or one of my skilled colleagues are ready to help you. You are more than welcome to contact us by phone on +45 70 60 50 28, send an email to info@amplify.dk or fill out our contact form.

    Get even smarter

    Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.