A Beginner’s Guide to Google Business Profiles

Don’t ask me how I know this but you can’t control the complex world of search without a few key elements for your business. We’re going to take a deep dive into one of those key elements today by exploring the magic that is your Google Business Profile.

We used to call this Google My Business with the real exceptional digital cool kids using the GMB or GBP acronym to impress the ladies.

I might be being a bit dramatic by saying that EVERY business in the free world should have a Google Business Profile and then be even more dramatic (and patently untrue) to state that we must keep this technology out of the hands of the Communists.

This important, yet not so complex, element to your search marketing portfolio is so easy a caveman … er, never mind.

Why Does My Company Need a Google Business Profile?

The short answer is that you don’t. In fact, if you compete with any of our clients we’d prefer that you just stop reading this and get back to watching more episodes of Vanderpump Rules. As a service to you, here is an important hyperlink you can use when your business inevitably fails.

OK, so maybe I’m still being a bit dramatic.

All businesses beyond your niece’s lemonade stand should take the time to create a Google Business Profile. The reason is that a properly structured and maintained GBP (see what I did there?) helps customers and potential customers find your business, explore your products or services with a quick link to your website, and contact you without breaking a sweat.

A well-structured and properly optimized Google Business Profile also lets you readily convey your office hours while also serving as a home for your reviews. Lastly, and perhaps most importantly … a proper Google Business Profile also enhances the organic search position of your business.

But how?

A well-structured and properly optimized Google Business Profile lends itself to showing up for mobile-sourced discovery searches that incorporate words like “near me” and “where to buy.” This is how your business shows up on the “local pack” which is how Google describes their map product that shows all the businesses relevant to your search on a map. This makes finding your business all that easier, even for husbands. These searches are from people who are not brand-affiliated so they use specific, yet broad search terms for people seeking a place to spend their money and it’s worth noting that these types of searches have increased some 200% in the last few years.

Yeah, I said “specific, yet broad” … I also said ‘well structured and properly optimized” twice in two paragraphs … let that marinate for a minute before we move on.

How do I set up my Google Business Profile?

I had a feeling that this was where we were going.

If you have a business that already has a profile you simply need to claim it. Here are four easy steps to handle an unclaimed listing.

1. Find your business on Google Maps
2. Click on the listing info and then click again on the tab that says CLAIM THIS BUSINESS (stop for a second and appreciate the moment)
3. Then click the next page where it says MANAGE NOW
4. Then you go through the verification process which entails a phone call, email, or postcard.

If at any point during the above-mentioned steps you get stuck, feel free to call or email me and I’ll forward you to Andrew who does this shit left-handed.

If your business does not have a profile you need to create one. It’s not as daunting as it sounds. If you own a business and need to create a Google Business Profile you can simply follow these steps.

1. Make your way here and find your business.
2. Click the ‘add your business’ button (it’s right there on the menu)
3. Click yet again on the ‘create account’ button, exhale, and then click “manage my business” from the drop-down
4. Make yourself a nice tall glass of iced tea, and add a little lemonade to make it extra refreshing
5. Fill out the information while enjoying your refreshing beverage
6. You’ll then need to verify your phone number
7. Fill out some more information about your business
8. Add your physical location (as opposed to your mental one)
9. Choose your service area
10. Provide some additional information as the last three times they asked weren’t enough
11. Opt into updates and recommendations (important)
12. Verify your listing by any of the aforementioned archaic means of your choosing

All of this is 100% free except for the tea which can be surprisingly expensive depending on where you’re doing all this. It’s also 100% easy. All that being said, if it gets tough for you, simply give me a call and I’ll still transfer you to Andrew.

As you start to appreciate and perhaps even brag about your newfound digital skillset, take the additional time to sign up for Google services. These simple additions will enable your Google Business Profile to field messages, specify services, allow the uploading of photos, and designate hours of operation.

I Completed My Profile… Now What?

Having a Google Business Profile is truly fundamental to your business marketing operations. So whether you’ve claimed your profile or created a new one, your business is now ready to make pro (or college) athlete-type money. You can now take steps to improve or initiate other aspects of marketing efforts that will help you make the money you deserve as an overworked, overtaxed, and potentially underappreciated business owner.

If you’re looking to learn more and perhaps DIY your marketing efforts you should read some of these other blogs here that will help you find your inner Don Draper. If you’re looking for someone else to do this for you, you can send me an email at ed.olsen@rethincadvertising.com or give me a call at 602.284.6722.