The buyer's journey has changed significantly over the years. With the democratization of internet access, businesses have had to adapt how they serve and promote their services to expand their reach to a much larger number of potential customers.
But "being online" goes far beyond having a social media page about your business. There are many channels that provide assertive and highly targeted reach to the audience your company wants to reach.
80% of consumers research companies on Google, and in 2017, 95% of people used Google to compare companies before making a purchase.
These numbers only show us the importance of having an optimized Google strategy. And that's where Google Business Profile comes in: a tool that allows businesses to be found digitally.
With a Google Business Profile, you can explore the reach of the digital world for free, making it a very inexpensive and effective customer acquisition channel.
But to maximize results, it's essential to know how to optimize your strategy.
In this guide, we've compiled everything you need to know to take your first steps with the Google Business Profile tool and start expanding your results and revenue from a free , digital channel .
What is a Google Business Profile and why is it essential for local businesses?
If you try to recall the past, you'll remember that until some time ago, refrigerators in Brazilian kitchens were full of magnets from restaurants, snack bars, auto repair shops , etc.
If we go back a little further in time, another tool served this purpose: telephone directories. The Yellow Pages contained the telephone numbers of families and businesses.
That analog past seems very distant, and as technology has become more established in people's daily lives, having to consult a book to find someone's number seems like a real waste of time.
Google Business Profile is the evolution of this scenario: if you search on Google – the world's largest search engine, responsible for 90% of web searches globally – for the name of a restaurant, convenience store, medical clinic, or any type of commercial establishment, in milliseconds the site will return the contact and access information for that place: address, phone number, opening hours, photos, and especially reviews – the social proof currency of the digital world.
But what exactly is a Google Business Profile?
Also known as Google My Business, it's a platform where businesses of all sizes can be found during a local search.
This way, when people search for your company name and/or related keywords, it will likely appear in the browser, already displaying all your contact information.
The experience, which was previously manual, analog, and limited, has been optimized by technology and has evolved to be something even more agile, visual, and efficient.
With a well-structured listing, your business can stand out, making it easier for customers near the location to discover it and helping to boost visits.
What is the purpose of Google Business Profiles?
The goal of Google Business Profile is to provide businesses with a highly visible platform so they can be found quickly and in a targeted way.
Because the platform allows businesses to share their information, consumers can have centralized access to business hours, addresses, phone numbers, photos of establishments and products, and much more.
To improve the experience, much of this information is clickable. In other words, a user searching on their mobile phone can click directly on the displayed phone number, and their phone will then make the call.
He can also plot routes using navigation apps like Google Maps and Waze, for example.
In addition to visibility, the goals of a Google Business Profile are:
- To facilitate interaction between potential clients and companies;
- Increase local reach through location-based searches;
- Solidify your online reputation;
- Digitizing businesses;
- Increase customer traffic to the location.
What are the main features of Google Business Profile?
Among the features that businesses have when using Google My Business, the main ones are:
- Business Information: Displaying data such as name, address, phone number, hours of operation, and website to researchers .
- Location on Map: Showing the business on Google Maps, which facilitates searching, directions to the location, and activation of route planning apps.
- Photos: For some people, the appearance of the place is a deciding factor. Businesses can add photos of their products, services, and physical space.
- Reviews: Another criterion for many customers is the opinion of other customers. The platform allows them to rate and comment on their experience, helping to build the company's reputation.
- Posts: Sharing updates, offers, and events directly on the business listing.
- Questions and Answers: Customers ask questions that can be answered by the company. This information is visible to other customers who may have the same questions.
- Insights/Performance: The tool also offers data on the listing's performance, such as number of views, customer interactions, and more…
How do consumers use Google Business Profiles?
User search behavior generally falls into two types: direct (branded) search and indirect (non-branded) search
In a direct search, the customer already knows what they are looking for, typing the specific name of the company.
This behavior indicates a customer who is already familiar with the brand. They likely want to learn more about it or already have a high purchase intent.
Indirect search, on the other hand, is broader and not associated with a specific brand, but with a market segment, such as "Italian restaurant downtown" or "Japanese food in Pinheiros".
In this case, the user is exploring options and doesn't have a specific brand in mind.
For businesses, this audience represents an opportunity to attract new customers who don't yet have a defined preference, but are willing to try new things.
In addition to researching local businesses, other ways consumers use Google Business Profiles include:
- Read and leave reviews of the place
- Get directions to the location using tools like Google Maps
- Check photos of the business
- Ask questions
Read also: 7 steps to increase the number of online reviews for your business
Where and how does Google Business Profile appear in search results?
The two main places where Google Business Profiles appear are:
- Google, through organic search performed by users. When they search for businesses, products, or services listed on your profile, your company's profile may appear in the results, especially in local searches.
- Google Maps, when users search for specific businesses or categories in the area, shows the exact location and possible routes.
Is Google Business Profile a free tool?
One of the advantages of having a Google Business Profile is that the tool is completely free.
This means that companies can register and manage their information free of charge and display it on one of the world's largest marketplaces, where they can also be found by local users.
Not needing to invest in paid advertising allows companies, for example, to allocate investments to other complementary areas to maximize reach: such as paid ads (Google Ads), to further highlight their profile in search results.
However, basic use of the profile remains free of charge.
How do I use Google Business Profile?
's Business Profile acts as a digital storefront for businesses of all sizes, but local businesses, in particular, can benefit because it allows them to reach consumers at the exact moment they are ready to make a purchase decision, in the right location.
By using this tool, companies can display their information clearly and accessibly when users perform searches with a high intent to make an immediate purchase, such as "restaurant near me", "Japanese food" or "places to eat".
Google My Business: How to use it and achieve top results in local search
One of the main advantages of Google Business Profiles is that it allows businesses to take advantage of these local searches, which are usually done by people who are actively looking for products or services nearby.
In addition, the profile can be used to promote marketing campaigns, such as special offers, events, or product launches, through posts that are displayed directly on the business listing.
This feature ensures that information reaches the consumer quickly, increasing the chances of conversion.
Conclusion
Having a Google Business Profile is a way to reach potential customers at a time when they have high purchase intent.
Searches for a business "near me" result in physical visits to stores in 78% of cases, and lead to a purchase in 18% of those cases on the same day, mainly attracted by the visibility and volume of reviews on the first page of Google.
Unlike ads that appear on social media or in videos, for example, which the consumer passively consumes, on Google, when searching for specific information and at the opportune moment to make a purchase, their behavior is active.
Having this "warm" lead is highly valuable for any business. In fact, this is a major challenge that other marketing channels face. But the business profile makes this possible.
Remember to always keep your information up-to-date, respond to user questions and interactions, and your business will have a good digital reputation.