The emergence of digital revolution offered new digital opportunities to businesses and gave new meaning to Digital marketing. E-reputation is increasingly crucial to the reputation of a company or a franchise network and will have a direct impact on the presence of offline and online points of sale…
In order to position itself well online, a company must therefore implement effective natural reference strategies. Creating websites, installing an online store or even redesigning the editorial line on social networks are all relevant elements for a Web marketing successful.
But if there are many useful digital handles, one of them has become essential. Formerly called Google My Business Business listing on Google Business Profile is now an essential part of any digital marketing strategy worth its salt.
What is Google Business Profile?
At that time or that Local SEO plays an increasingly important role in a company’s online presence, brands compete for ways to appear on the first page of results from the Google search engine, which is by far the most widely used. Website creation, social networking pages, content optimization… However, the most effective tool to boost your e-reputation is without context the Google Business Profile index card.
The former Google My Business is a free tool that gives a company or a network of franchisees the ability to have an online professional file for each of its points of sale. The creation of a google profile allows a brand to better position itself on Google’s search engine. It is also a way to take advantage of several additional services offered by Google that are directly linked to the business listing, starting with the tool Google Maps.
Thanks to Google Business Profile, an internet user can now get all the essential information with a single click to bring him to your point of sale, regardless of whether it is physical (following a logic from web-to-store) or digital. The Google My Business listing provides access to many elements that can help convert a prospect into a customer, starting with:
- A postal address and an email address for your point of sale;
- A phone number to easily contact you;
- The opening hours of your physical store;
- Your company’s area of activity and the products and services it offers;
- Images and photos of your company, its products or its teams that will be able to capture the attention of Internet users (Google statistics show that business listings with a strong visual identity are much more likely to generate interest among potential customers).
It is important to remember to keep your GBP file up to date. Incorrect information would quickly lead to a downgrade in the Google algorithm. So always remember to edit your Google account if you move or if you change your opening hours.
It is also possible to link your business directory to your own websites. Create a website for the occasion can be very beneficial to you, if this is not already the case, to further present your products and services to an audience that has already been interested enough to follow the link on your GBP listing.
Why is the Google Business Profile important?
To generate traffic, you need to find potential customers where they are. But with millions of daily users, search engine the Internet is now the primary means of connecting Internet users with nearby businesses, products, and services—and Google is number one. L’algorithm local reference is an important factor for companies that want to strengthen their e-reputation.
This is all the more true in the case of geolocated searches, which will often be the prerequisite for a visit to the store. We are talking about ROPO (Research Online Purchase Offline) or web-to-store to designate this research and purchase process. In order to benefit from it, it is therefore essential to be very present online.
That is why it is important for a company to create its Google Business Profile, above all to improve its local SEO and its positioning in the local pack. By consulting a Google My Business listing, the visitor gets easy access to:
- On behalf of the company;
- By its average rating and number of customer reviews;
- To his field of activity;
- To his email and postal address;
- To his phone number;
- During its opening hours;
- A link to the website (if available);
- One button to create route on Google Maps.
GBP is therefore a good way to attract customers close to your business, and this with limited effort and investment by playing on local SEO, less competitive than “Classic” SEO (or small businesses struggling to get ahead in the face of competition from big brands and websites e-commerce online sales).
A Google Business Profile Page’s ability to improve the reputation of a business or franchise makes this digital tool a significant asset for a business. It is both a way to generate traffic catchment area of your points of sale, and also of a leverage that allows you to highlight your internet site as it will attract net surfers interested in your products or services.
Your Google SEO list is therefore not just a local SEO tool, but also a lever to highlight your other content, thus acting as a showcase to grow your brand image and improve customer communication.
Simple and free, Google Business Profile is therefore the ideal solution to improve your local reference and thus generate more traffic at the point of sale. Although this is only one element of your digital strategy, it is potentially the most important. Fortunately, you don’t need to be an expert to create your Google Business account. Following a step-by-step guide shouldn’t cause you any major problems.
However, you can call a specialized web agency if you want to further optimize your Google Business Profile and improve your overall digital strategy.