The customer journey always starts online, even for small businesses. Your prospective customers search for your products, read your reviews, and compare you to nearby competitors. And more often than not, these online searches take place in Google and include information from Google Business Profiles (GBP). Beyond that, AI large language models (LLMs) often pull directly from Google Business. Small businesses therefore need a Google Business Profile in order to show up in when and where prospective customers search online.
What Is a Google Business Profile?
Simply put, Google Business is Google’s online directory for small businesses. Think of it like the modern-day phone book or Yellow Pages. You go to Google, create or claim your listing, and then update it with relevant information.
You update your Google Business Profile with basic information like your business’s phone number, address, and operating hours. You pick the appropriate categories so people know what kind of business you are, and you can even provide a link to your website. Then, when people search for your business, Google can show your exact business listing.
All in all, Google Business provides online searchers with a snapshot of your business. If they only see your listing, they’ll still get everything they need to know about your business.
Why Is Google Business So Important for Small Businesses?
Google Business is so important because it feeds directly into Google Search and Google Maps. So, whenever somebody does a local search either on desktop or mobile, Google Business Profiles show up.
And not only do these listings show up; they dominate the search engine results pages. Here’s an example of a search for “coffee near me” in the Boston area.
You notice right away the big square callout that lists three nearby coffee shops. This is the local three pack, and it pulls business information from Google Business. The local pack takes up virtually the entire screen on both desktop and mobile.
Put yourself in the shoes of the searcher, and the local pack gives you everything you need. You don’t need to scroll down or search again. Pick a coffee shop from the list, and you’re on your way!
The local pack on Google is obviously an important consideration for small businesses. It dominates the organic search landscape more than any other search feature. In fact, according to BrightLocal, the local pack appears in 93% of local searches. Your website can have the top organic spot, but if you’re not in the local pack, you won’t have visibility in local searches.
How Small Businesses Show Up in the Local Map Pack in Google Search
The local pack includes the businesses that Google considers the three best options for the searcher. Three factors determine the local pack:
- Proximity is the factor you can’t really control. Google shows businesses that are nearby the searcher. Keep in mind that Google doesn’t show the three closest businesses; rather, it shows three close businesses.
- Relevancy is a factor you can control. Google only shows businesses that are relevant to the search. Notice in the example above that all three businesses have “coffee shop” as the category. That’s why they appear for a search for “coffee near me.”
- Prominence is the third factor, and you have some control over it. A prominent business is one that is well-known or has a great reputation. Google shows businesses with impressive reviews because they likely lead to a satisfied customer.
Google Business Profiles and ChatGPT for Small Businesses
Since Google Business remains the top citation for small businesses, ChatGPT and other LLMs have started to show information from Google Business Profiles in search results. For example, if you do a local search in ChatGPT, you may see a business’s phone number, website link, reviews, and photos – all of which ChatGPT gets directly from Google Business. In fact, ChatGPT sometimes includes a link to a business’s actual Google Business Profile. As such, optimizing your small business’s Google listing can increase visibility in ChatGPT.
Build Authority in ChatGPT with Google Business
In order to take advantage of AI marketing’s benefits for small businesses, you must build authority and credibility in ChatGPT. Optimizing your Google Business Profile is a free and easy way to do this. When you claim and update your Google listing, you tell ChatGPT that your small business is real. And if you optimize your listing with photos and gather positive reviews, you indicate to ChatGPT that you are an authority.
How to Create Your Google Business Profile
- Sign in to your Google account. You need an account to manage a Google listing.
- Go to business.google.com and click Manage Now.
- Type in your business name. If your business shows in the dropdown, then there’s already a listing. You can click on it and then proceed to the claiming process. If your business doesn’t show, then you can make a new listing.
- Fill out your business information. Make sure you use your exact business name and choose the appropriate address and category.
- After you fill in the requirements, you may need to verify your business listing. Google sends you a verification code through phone or email.
Why New Businesses Need a Google Business Profile
Yes! Many new businesses and startups do not fit the mold of a local business, but that does not mean that founders should overlook Google Business. Even if you have worldwide ambitions with your startup, you still need a Google listing.
- Google Business Profile is a signal to Google and to your target audience that your business exists. Think of it as an easy way to tell everybody that you have a real business with a name, address, phone number, and website.
- Google Business Profile gives you extra visibility beyond your website in Google Search and Google Maps. This is especially the case with searches that have local intent.
- Google Business gives you some control over branded search results. Do you want searchers to see your wrong address or phone number? Of course not. The best way to maintain correct information in Google searches is to update your website and Google Business Profile.
- Google Business builds authority in Google, ChatGPT, and other AI search results. An optimized listing helps you showcase your authority and expertise.
How to Optimize Your Small Business Google Business Profile
There’s no way to guarantee a spot in the Google Business local pack. You don’t simply tell Google to show your business in specific searches. But, there are some guidelines you can follow to optimize your Google Business Profile:
- Provide an accurate business name, address, and phone number. This should match your website!
- Choose the appropriate business category. You choose a primary category, and then you can pick secondary categories. Make sure these apply to your business.
- Add products and services. These can show up directly on search engine results pages.
- Upload photos of your store and products.
- Get Google reviews from your customers.
- Create new Google Posts every week. Treat these like signs on your window or door!
Google Business Posts for Small Businesses
An important feature in Google Business is Google Posts. Google Posts let you share timely announcements, offers, events, new, and other updates directly in your Google Business Profile. Posts can appear in Google Search and Google Maps results. Think of Google Posts are mini social media-style posts that appear directly where your prospective customers are searching – without needing to go to social media pages or your website. Here is an example of what a Google Post looks like in Google Maps:
Google Post Types for Small Business
There are three main types of Google Posts for small businesses:
- Update: Announcements, news, or other information about your business. If you publish a new blog, it is a good idea to post in as a Google Business update.
- Offer: Promotions, discounts, or specials. You can include a strong call-to-action in an offer post.
- Event: Specific event with title, date, time, description, and RSVP button.
CORE Search Is Your Google My Business Expert
The nice thing about Google Business is that it’s free. You don’t have to pay for your listing, and there aren’t any paid features to unlock. There are opportunities for paid placements like you see with traditional paid search, but that’s it.
That said, if you really want to take advantage of everything Google Business has to offer, connect with CORE Search for SEO services. We’ll partner with you to make sure you have the absolute best Google Business Profile possible. We’ll keep your listing updated so that your prospective customers see you in the local pack when they search online.