A simple and free solution, the Google Business Profile (formerly Google My Business) business listing has become a major asset for the e-reputation of a company or franchise. Better positioning on search engine pages, generating traffic in physical points of sale, improving the conversion rate… So many benefits that a judicious use of this digital tool is likely to bring you. However, five rules must be respected before creating a Google myBusiness account.
Set up your Google Business Profile correctly
Logging in to Google Business Profile couldn’t be easier. It is possible to create your business listing by following the link provided by Google. Your identity will be verified by sending you a PIN code by mail, which you will have to give in order to optimize your Google My Business listing. Make sure that all the basic information about your business or point of sale is correct, and remember to always keep it up to date – for example in the event of a move or changing opening hours.
Add images and photos to your listing
Do not underestimate the importance of the graphic dimension of your presentation, both for Internet users and for the Google algorithm. Photos and images are an excellent showcase for your business, and will be an effective lever to improve your conversion rate. So remember to add at least one profile photo and a cover photo to your GBP listing. It is also advisable to put some images of your establishment, your products or your team online. Also, don’t hesitate to regularly update your image gallery in order to keep an active Google page.
You can share your company’s news with Internet users (promotions, new product launches, etc.). Regular publications help maintain the link with customers following you on the internet while making you more visible to algorithms.
Respond to reviews and comments
Google reviews play an important role in building your web reputation. It is therefore important to know how to highlight positive comments, but also to show that you are able to respond to negative opinions without ignoring dissatisfied customers, and to provide appropriate solutions in the event of justified criticism. As for comments left by mistake, insulting messages or generated by trolls, try to obtain their removal by contacting the Google moderation services.
Keep an eye on the evolution of your web performance
The processing of data collected on the web is essential to get an idea of the effectiveness of your digital communication. Do not hesitate to use the various analysis tools made available to you by Google Business Profile to study the habits of Internet users visiting your listing, and see how these evolve over time. You will be able to adapt your digital strategy according to trends, and quickly see which elements of your online communication are hitting the mark, and which ones need to be reviewed.
Follow these tips, and the results won’t be long in coming. This will allow you to place your Google Business Profile account at the heart of your digital strategy.