The Importance of a Google Business Listing
While flipping through the Yellow Pages the other day…
Already sounds like an ancient ritual, huh? Understandably. The advent of the internet and the smartphone revolution have dramatically changed the way we search for businesses and services. Gone are the days of looking through a phone book, selecting a random business, and calling them. With so much information available online, there’s no reason to look anywhere else.
Customers want quick and convenient results when looking for a business. Since 2011, searches containing “near me” have shot up 34x’s. That’s no surprise. We all do it! Can you imagine the impact that has for small businesses? If a business has an online presence, their chances of getting discovered skyrocket. The best way a business can drive local traffic is to claim a Google Busines Listing. If you already have a Google Business Listing, check out our other post about how to optimize your listing. If not, or if you’re still curious to understand a little more about a Google Business Listing, read on!
Why a Google Listing?
First, everyone uses Google. Okay, not everyone, but over 75% of global online searches happen on Google. What really makes Google Business Listings so great is the amount of information they contain. No other platform presents the quantity and quality of information that Google does. A complete listing has a map, reviews, contact info, pictures, reviews, hours, menus and more! It’s no wonder Yellow Pages couldn’t keep up. Where else would a customer need to look besides a Google Listing? It tells them almost everything they need to know. What’s more, consumers are twice as likely to trust a business with a verified Google Business Listing. A Google Business listing is one of the best and most affordable ways to increase online and in-store foot traffic. Without a listing, businesses will lose out on thousands to competitors.
Functionality
Here is some of the functionality of a Google Business Listing. As an example, we’ll pretend you are searching for pizza in Lake Tahoe. Let’s say instead of a general search, like “pizza lake tahoe” you know the name of the pizza joint you want, for example, “Lake Tahoe Pizza Company.” Google recognizes that this is an actual company name and will display the business profile front and center.
This gives the business an opportunity to show off their brand with photos, give a description of the business, and present reviews of (hopefully) satisfied customers. All these things promote the brand of the business. The Google Business Listing is low hanging fruit any business can claim to immediately reach customers through local searches.
Don’t Assume Anything!
One of the most common misconceptions about search engines is assuming customers already know the name of your business. Unfortunately, this generally isn’t the case unless you run a huge chain. Especially for first-time customers, your business name is a total mystery. All the customer knows is the product or service they are looking for. Even with a website or Facebook page, unless your business has a Google Listing, you won’t show up in a search.
Indirect Search
Because indirect searches are more common, here’s how they function. Let’s say you search just for that, “pizza in Lake Tahoe.” Google will generate a list of any listings they feel are relevant to your search. Three places come up first as well as an option to see more locations.
These first few businesses are what every person searching for pizza in Lake Tahoe will see. Google already provides a lot of information right away! You can see their star rating, location, a brief description and hours, as well as a picture. After seeing the list, a customer can click on a specific business for more information. Often people will search directly in Google Maps. The functionality is still the same! Google will generate the same list and the same in formation.
Shoot for the Stars
Google generates a ranking out of five stars based on customer reviews. This is marketing gold if your reviews are high! Have you ever searched for “best” or “good” restaurants or services near you? Google automatically filters any listing lower than 4 stars. That’s great news for businesses with high reviews. Reviews are a huge topic on their own, so check out this blog post for more information. For now, just know that star ranking is Google’s way of aiding customers in their quick decisions. As you already know, the difference between 3 stars and 4 stars is enough to change a customer’s mind.
Keywords and Categories Strategies
Google determines the relevance of a Google search using keywords and categories. Keywords are naturally occurring words that might occur on the listings description or featured message. When writing the business description, business owners should focus on the services and benefits of their company. Referring back to the Lake Tahoe pizzeria example, a business owner will want to include a number of keywords that describe the business, like “homemade,” “Italian,” “deep-dish,” or “delivery.” Not only does this inform the customer, but it gives the Google information to pull from in generating their lists.
Categories work similarly to keywords, except Google generates them in a specific place rather than allowing you to place them strategically throughout your business description. Categories work by distinguishing your service, getting more specific each time. For example, our pizza location may use several different categories like, Food & Dining > Restaurant Dining > Pizza > etc. Effective use of categories will also increase your searchability.
A Final Suggestion
Although longevity gives the listing more authority, business owners should take care to regularly update and maintain it as well. You should periodically edit and update your listing. That may include addressing any changes to hours, locations, or products. You can always add new photos or update your description.
One effective measure business owners can take is to change the listing’s featured message once a month. The Featured Message is a 50 character field that gives the business the opportunity to concisely advertise themselves. This message could be a short description of the business, but is also an effective place to link to a deal, sale, or promotion that will take customers to the company website. Businesses who regularly update their Featured Messages tend to get a great deal more traffic to their websites.
The Bottom Line
Obtaining and maintaining a Google Business Listing is one of the best ways to develop Online Presence Management. At JJUMPP, we believe in helping small businesses succeed. This starts with securing a Premium Google Business Listing, and continues as we give you the tools you need to maximize its potential. Visit us to find out what we can do to make sure that you’re every bit as successful as you deserve to be.
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