The purchasing journey has changed significantly over the years. With the democratization of internet access, businesses have had to adapt the way they serve and market 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 businesses on Google, and in 2017, 95% of people used Google to compare businesses before making a purchase.
These numbers only show us the importance of having an optimized strategy on Google. And that's where Google Business Profile comes in: a tool that allows businesses to be found digitally.
With Google Business Profile, you can explore the digital reach for free, making this tool a very affordable 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 get started with the Google Business Profile tool and start expanding your results and revenue through a , channel .
What is Google Business Profile and why is it essential for local businesses?
If you do an exercise to remember the past, you will remember that until some time ago, Brazilian kitchen refrigerators were full of magnets from restaurants, snack bars, mechanic shops , etc.
If we go back a little further in time, another tool fulfilled this role: telephone directories. The Yellow Pages contained the phone numbers of families and businesses.
That analog past seems so distant, and as technology has become more and more prevalent in people's daily lives , having to consult a book to find out someone's number seems like a complete 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 – the name of a restaurant, convenience store, medical clinic, or any type of commercial establishment, in milliseconds the website will return the contact and access information for that location: address, phone number, opening hours, photos, and especially reviews – the currency of social proof in the digital world.
But after all, what is Google Business Profile really?
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 having all the contact information .
The experience, which was previously manual, analog and limited , has been optimized by technology and evolved to be even more agile, visual and efficient.
With a well-structured listing, your business can be highlighted, making it easier for customers nearby to discover it, helping to drive traffic.
What is the purpose of Google Business Profile?
The goal of Google Business Profile is to provide businesses with a broad viewing space so they can be found quickly and in a targeted manner.
Because the platform allows businesses to share their information, consumers have centralized access to opening hours, addresses, phone numbers, photos of establishments and products, and much more.
To improve the experience, much of this information is clickable. This means that users searching via mobile can click directly on the displayed phone number, and their phone will then make the call.
It can also plot routes using navigation apps like Google Maps and Waze , for example.
In addition to visibility, the goals of Google Business Profile are:
- Facilitate interaction between potential customers and companies;
- Increase local reach through location-based searches;
- Solidify online reputation;
- Digitize business;
- Increase customer traffic on site.
What are the main features of Google Business Profile?
Among the features that companies have when using Google My Business, the main ones are:
- Business Information: Showing searchers data such as name, address, phone number, hours of operation, and website .
- Map Location: Showing the business on Google Maps, which makes it easier to search, get directions to the location, and activate route apps.
- Photos: For some people, the appearance of the location is a deciding factor. Businesses can add photos of their products, services, and physical space.
- Reviews: Another criterion for many customers is the opinions of other customers. The platform allows them to rate and comment on their experience, helping to build the company's reputation.
- Posts: Post updates, offers, and events directly to your business listing.
- Q&A: Customers ask questions that the company can answer. This information is visible to other customers who may have the same questions.
- Insights/Performance: The tool also provides data on the listing's performance, such as the number of views, customer interactions, and more...
How do consumers use Google Business Profile?
User search behavior generally falls into two types: direct (branded) search and indirect (non-branded) search.
In direct search , the customer already knows what they are looking for, by 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 searches are broader and are 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 companies, this audience represents an opportunity to attract new customers who don't yet have a defined preference, but are willing to experiment.
In addition to researching local businesses, other ways consumers use Google Business Profile include:
- Read and leave reviews of the place
- Get directions to the location with tools like Google Maps
- Check business photos
- Ask questions
Read also: 7 steps to increase your company's online reviews
Where and how does Google Business Profile appear in search?
The two main places Google Business Profile appears are:
- Google, through organic searches by users. When they search for businesses, products, or services listed on your listing, your company profile may appear in the results, especially in local searches .
- Google Maps , when users search for specific businesses or categories in the area, displays the exact location and possible routes.
Is Google Business Profile a free tool?
One of the benefits 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 advertise it on one of the largest showcases in the world, where it can also be found by local users.
Not needing to invest in paid advertising for this allows, for example, companies to allocate investments in other complementary areas to boost reach: such as paid ads (Google Ads), to further highlight the profile in search results.
However, basic use of the profile remains free of charge.
How to use Google Business Profile?
Business Profile serves as a digital showcase for businesses of all sizes, but local businesses can benefit from it in particular because it allows you to reach consumers at the exact moment they're ready to make a purchasing decision , in the right location.
By using this tool, companies can display their information clearly and easily when users perform searches with high immediate purchase intent, such as “restaurant near me” , “Japanese food” or “places to dine”.
Google My Business: How to Use It and Reach the Top Results in Local Search
One of the main benefits of Google Business Profile is that it allows businesses to take advantage of these local searches, which are often made by people actively looking for products or services nearby.
Additionally, the profile can be used to promote marketing campaigns, such as special offers, events or 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 of high purchasing intent.
Searches made looking for an establishment “near me” result in physical visits to stores in 78% of cases , and lead to a purchase in 18% of them on the same day, being attracted mainly 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 consumers consume passively, on Google, when they search for specific information, at the right time to purchase, they have an active behavior.
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 keep your information up to date, respond to user questions and interactions, and your business will have a good digital reputation .
