March 7, 2023

Why Is Google My Business Important for Your Company?

One of the ways to gain more visibility on Google is by creating a Google business listing (also known as a Business Profile). There's no doubt that Google is the world's most visited website - it holds more than 90% of the search engine market share.

In short, creating a Google Business Profile is super important to get more clients through Google Search and Google Maps. But remember, besides creating a free Business Profile, you should also separately open a free GMB (Google My Business) account for the profile we previously mentioned (so you can manage it).

MSP Launchpad invites you to keep reading so you can incorporate this popular tool into your marketing toolkit!

What Is Google My Business?

GMB is a free web tool you can use to provide details and photos of your business, including your products, services, work hours, and location. If you properly set up a GMB profile, you can appear in Google Search, Google Maps, and Google Shopping.

But remember, it is only available to businesses with a physical location and those who make face-to-face contact with customers. If you have an online-only business, unfortunately, you will have to use other Google tools like Google Analytics and Google Ads.

Don’t even think about opening a virtual office to trick Google - if someone finds out (and they will), Google will instantly close your profile.

Why Do You Need a GMB Account?

Every single day, billions of people use Google to find things they need - celebrity news, fashion trends, how-tos, a local coffee shop, an IT service provider, etc. Now imagine what it would be like if your IT company shows up on Google Map Pack when people near you search for IT services.

You would probably get an insane number of new people (who are ready to buy) contacting you and coming to your place. Wouldn't that be nice?

Get Discovered in Google Maps

Whether you need more web or foot traffic, Google is definitely one of the best search referrers. Your GMB listing will help people see where and how to visit your business. This can improve your local SEO and speed up the process, making it easier for people to contact you. Google Maps makes your business more "discoverable" and more attractive on the search. In short, it can drive more sales to you, which is something everyone looks for.

Manage Your Online Business Information

Your GMB profile allows you to manage your online business information, whether it be business hours, contact information, or other vital details. You can post updates to show people that you are fully reopened (this is a handful feature during crises and emergencies), temporarily closed, have expanded services, etc. Remember, those who update information will rank better than those with out-of-date details.

Build Trust With Quality Online Reviews

Reviews are the best way to build trust and credibility - not to mention they are a key element of social proof, that is, how much you care about customer satisfaction. Customers can rate you from 1 to 5 stars and have a dedicated space to leave their comments about their experience with your business. It's intended to help other future potential customers to decide whether or not to buy from you. We get it - it can be scary to think about it, especially because it is a public platform but don't panic. Wondering why so? Because Google finds that even those companies with negative reviews are more trustworthy than those with page after page of awesome recommendations.

Is Google My Business Free?

Google My Business is a completely free tool every company can use as part of its marketing strategy. The best part? Setting up and using GMB won't take much of your precious time either. Optimizing and managing your GMB profile shouldn't take more than several hours and it will increase your company visibility within Google relatively quickly.

GMB Insights & Analytics

Google My Business Insights provides businesses with insanely valuable data they can use to improve their visibility, increase user engagement, and ultimately grow their bottom line.

Processing data can help you make better business decisions and move in the right direction. There are two types of GMB Insight metrics:

1. Visibility metrics

2. Engagement metrics

Visibility Metrics

The visibility metrics feature allows users to track the number of views their profile, posts , and images get within a specified period of time. Monitoring visibility is crucial because it enables you to analyze how your (various) marketing campaigns have affected the visibility and reach of your Google My Business profile.

To achieve optimal returns, you can "replicate" successful campaigns of other companies and test new ideas. Anyhow, when it comes to visibility metrics, we have two types of reports:

1. How customers search for your business

2. Where customers view your business on Google

The "How customers search for your business" report helps you determine where your profile was displayed in search engines and how prospects found it. This report also provides insight into the specific keywords that triggered your profile for customers, allowing you to incorporate these keywords into your SEO strategy and identify new ones to include. 

The report offers a full breakdown of how many searches your business received from the following categories:

  • Brand Search (those who searched for a brand related to your business)
  • Discovery Search (prospects searched for a product, service, or category matching your offerings)
  • Direct Search (customers searched for your business or address) 

On the other hand, the "Where customers view your business on Google" report shows where prospects saw your business within Google and how many views it received on Google Maps or Google Search.

Engagement Metrics

The Engagement Metrics feature in Google My Business allows users to track how many clicks people made to their website, direction requests there are from Google Maps (including the location where they were made), and phone calls your company has received. Additionally, this feature estimates at what time of the day your business is busiest and where your clients are coming from. Utilizing engagement metrics can help you optimize your Google My Business profile and grow your business.

For instance, tracking direction requests (we bet that your competitors are already doing it) can provide insight into where your clients are most likely to come from. Combining this data with other engagement metrics, such as phone calls, can give you a complete picture of how your customers are engaging with your business.

Overall, understanding how your customers engage with your business through Google My Business is a crucial benefit for businesses seeking growth within their current audiences.

Final Verdict

As you can see, Google My Business allows businesses to provide accurate and up-to-date information to customers. This includes, as we previously said, information about their business hours, phone number, website, address, and even the payment methods accepted. By providing this information on their GMB profile, businesses can avoid potential confusion or frustration among customers who may be searching for these details online.

Moreover, Google My Business allows businesses to showcase their products and services through photos and videos. By adding high-quality images and videos to their profiles, businesses can give potential customers a better idea of what they have to offer and entice them to visit their physical locations or make a purchase online.

Finally, Google My Business offers valuable insights and data that can help businesses improve their online marketing efforts. By tracking metrics such as views, clicks, and engagement, businesses can better understand their customer's behavior and preferences and make data-driven decisions to optimize their online presence.

All in all, Google My Business is a powerful tool that helps businesses increase their local reach, visibility, and profitability. By optimizing their profiles, providing accurate information, showcasing their products and services, and leveraging insights and data, businesses can gain a competitive edge in today's digital landscape.