Google Business Profile

A Google Business Profile (GBP), or Business Profile, is a free tool for businesses and other organizations that is used to communicate with customers, post updates, add images, list products and services and more. A Business Profile complements a website by adding more visibility to the business website by integrating it with Google Search and Google Maps. The name “Business Profile” is the most recent name for this Google tool. Previous names include: Google Places for Business, Google Listings, Google+ Business and Google My Business.

The Business Profile is designed to benefit local businesses and organizations. However, regional, national and global businesses can also acquire a free Business Profile and take advantage of its features.

Over the years, Google has created some less than memorable products to compete with other companies. The Google+ social network, launched in 2011, featured multiple circles of friends and business associates to directly compete with Facebook. Do you remember Google Buzz, which launched in 2010? No matter, both of those concepts ended up in the dumpster. Simply put, Google was competing for many years for advertising dollars. The Business Profile is the evolution of a number of different concepts and products.

Like any asset that Google creates and owns, the free Business Profile can be permanently removed.  More likely is that it will evolve into a paid service at some point. The Business Profile “territory” has already been invaded by some Google advertising and the more advertising that appears the less value the tool will have. However, as long as there is an advantage to using it and optimizing it, we will work with the Business Profile to maximize our clients’ internet presence and search engine rankings.

The “Map Pack”, “Local Pack”, or “Local 3 pack” is the display of 3 local businesses below three or four advertisers but above the organic search results. The Map Pack is not always displayed for various unknown reasons. However, when there are multiple local businesses in a geographic area the Map Pack will usually be displayed.

The Map Pack is VALUABLE REAL ESTATE. Business owners want to be in the Map Pack on a consistent basis and usually Google will display what it feels are the most “authoritative” and “relevant” businesses. However Google will also “rotate” various businesses in and out of the Map Pack at different times.

According to the latest research, the Google Map Pack will generate 60% to 70% of the calls / clicks in most niches. The standard organic rankings generate 20% to 30% of the calls / clicks. Paid search results (Google’s pay-per-click + LSA) generate approximately 10% to 20% of all calls / clicks. Obviously business owners want to appear in the Map Pack because it delivers customers.

Our approach is very simple – use the tool to its maximum benefit. Every data field that is presented in the Business Profile dashboard is an opportunity. The first SEO “rule” concerns the NAP – Name, Address, Phone. The NAP should be consistent throughout all of the business’ social profiles and Google assets. The NAP should be exactly the same on all platforms.

Keywords are also critical for the Business Profile. They communicate “what” the business does. Too often this aspect of optimization is not given its due. These keywords are the same keywords that are part of the SEO effort for the website. These keywords are included in the business description and the products / services provided by the business.

Images and videos are also key parts of a Business Profile. A steady stream of a few images every week is ideal. A few 20 or 30 second videos per month will add to the authority of the GBP. Every business should work with their digital marketing agency to build this portion of the GBP.

The Business Profile is a Google asset and therefore is inherently given a very high ranking / rating for domain authority. This is known as “Domain Rank” or “Domain Authority”. At Digital Dynamite we want to take advantage of the Domain Rank of the Business Profile by linking to it and from it. We are using a Google asset to create an interaction with another entity. We are reaching out and “touching” this other entity with a highly authoritative Google asset. The more interactions – the more touches – the better. It increases visibility and search rankings which lead to more sales. At Digital Dynamite we are very aggressive with this form of SEO and digital marketing.

Images and videos are also key parts of a Business Profile. A steady stream of a few images every week is ideal. A few 20 or 30 second videos per month will add to the authority of the GBP. Every business should work with their digital marketing agency to build this portion of the GBP.

The Google Business Profile (GBP) in its current form is a Google asset and a tool that should be optimized and promoted to the benefit of the client. Far too often this tool is underappreciated and underutilized. It offers multiple opportunities to promote the client’s business. In addition, it offers multiple opportunities for the digital marketing agency. It is a Google asset and its summary is eligible to be displayed in Google’s map pack. The marketing opportunities offered by the business profile are critical to the success of the business.