A Neglected Google Business Profile is “No Good” for the New Year

By Katelin Shaft, Digital Marketing Coordinator at Pearson & von Elbe Advertising

Blink twice if you’ve ever searched for a business on Google with the hopes of finding helpful information regarding the business — such as their open hours — only to discover after having driven out to the business location that they were…closed. 

It’s safe to say that many of us have had found ourselves in a somewhat similar situation. Even if you haven’t been at the doors of a business that is clearly closed for the day, you may have found yourself in a situation where a business’ open hours or contact information on Google Business Profile (formerly known as Google My Business) contradicts what you see on their website or the doors of a business. It’s a frustrating situation, and even more irritating if you have to pick up the phone and call a business to clarify their hours or related information.

Maintaining a Google Business Profile

Are you a business owner with a Google Business Profile? Or, are you a business owner looking for an opportunity to improve your search engine rankings and online visibility? The proper setup of a Google Business Profile is a fantastic first step. Fortunately, you do not need to be tech-savvy to manage your profile! More than that, you don’t even need to have an active website. All Google asks is that you provide relevant and updated general contact information regarding your business to get started.

No Longer an Option

Maintaining a Google Business Profile is no longer optional — it’s absolutely an essential part of any business’s online presence and is often the first place that searchers turn to for easy-access information about a company. No longer are the days where customers crack open the Yellow Pages to inquire about a business. 

If you are a business owner with a website, you know the importance of maintaining it. Just as you would with a website, you need to optimize, maintain, and refresh your business listing from Google. It can’t be understated enough just how frequently Google Business Profiles are utilized by the general public. A 2020 survey by BrightLocal showcased that sixty-four percent (64%) of consumers look to a business’s Google Business Profile for contact and general business information.

Google itself has stated time and time again the importance of keeping your Google Business Profile fresh with updated information. Regular updates help ensure that Google can share the most accurate information possible with your potential customers. 

Not only can you ensure that your contact information on your business profile is updated, but there are also other ways in which you can keep your content fresh and relevant. Google Business Profile allows for the upload of photos and videos of your business, the opportunity to book reservations and appointments, request reviews, message customers, showcase products, and market content via posts on the platform, as well. 

As a local business, the responsibility to share updated business information with your customers to improve your visibility and searchability is an important step that should not be overlooked. If overlooked, you may find yourself cornered by frustrated customers (or potential customers) who have to go out of their way to reach out to find accurate details about your business that should have, simply put, been provided to them upfront.

Having and maintaining a Google Business Profile does more than just information your customer base. It’s a crucial driver of local SEO. In 2020, MOZ Local Search Ranking Factors cited Google Business Profile signals as one of the top elements of local search rankings. With search rankings relying on the accurate setup and maintenance of your profile, a proportionate amount of time should be set aside for your listing’s maintenance.

Updating Your Google Business Profile — New to 2021

Fortunately, Google has made it even easier in the past few months to update your Google Business Profile information. Matt Madrigal, VP/GM of Google’s Merchant shopping, stated that “…moving forward, we recommend small businesses manage their profiles directly on Search or Maps.” 

To do this, all you need to do is search for your company’s name on Google or the Google Maps app. Once you search, you’ll be able to edit general information, create posts, monitor reviews, and much more! It is worth noting that in order to see this editable section, you must be logged in to Google with the email that has access to the business profile.

Reach Out for Support

Do you need support with your Google Business Profile? At Pearson & von Elbe Advertising, we provide services that cater to the setup and management of Google Business Profiles. Through this service, we can help you improve your local visibility through relevant optimization. Please do not hesitate to reach out to us today to start attracting more local customers to your business through an engaged and refreshed online presence.