The Importance of Google Business Profile for Local Businesses

Over the years, local businesses have realized that digital marketing is crucial. Nowadays, almost every business, including small niche shops, has a website.

A website makes a business accessible to anyone at any time, providing valuable information to help customers make informed purchase decisions. With an eCommerce site, transactions can be made 24/7. Savvy business owners know that having a modern, conversion-centric website gives them a competitive edge. However, your website is no longer the most critical tool in your digital toolbox. Generating web traffic isn’t the end-all-be-all. While it’s important, another tool carries even more weight today: Google Business Profile (GBP).

To grow your business, attract more customers, and increase sales, GBP must be a focal point. This means claiming your account if you haven’t already, populating it with timely, relevant content, and optimizing it for maximum effectiveness. This article explains why it’s crucial for local businesses to utilize Google Business Profile, its impact on website traffic, and its features designed to assist buyers.

Why Google Business Profile Has Increased in Importance

Before diving deep into Google Business Profile, it’s essential to note that your website should still play a significant role in your marketing and sales strategy. However, it shouldn’t be the sole focus.

Google has shifted how search results are displayed. In the past, organic listings appeared front and center. Now, search results often feature maps, images, business listings, ratings, and other elements above the fold. This change is even more pronounced on mobile devices, which hold over 54% of the market share as of April 2021. Google now prioritizes “zero-click searches” or “no-click searches” over organic listings. This shift aims to keep web traffic on Google’s platform longer or encourage businesses to pay for ads.

A Google Search Results Page Dilemma

SEO experts emphasize the importance of ranking high in organic search results. The top result in Google’s organic search results gets an average click-through rate (CTR) of 31.7%. However, nearly 65% of Google searches in 2020 ended without a click to another web property, up from 50% in 2019.

Local businesses need Google Business Profile to get in front of buyers, as Google has become the go-to source for local business information.

Key GBP Features

Although Google has complicated the landscape, GBP can be a game-changer. With the right approach, it can bring in more customers and generate more revenue than a website-only approach.

Consider these statistics:

  • 93% of local searches now feature Google Business Profile listings (Source: STAT Analytics).
  • 49% of businesses receive more than 1,000 views on Search per month.
  • 78% of local mobile searches result in offline purchases.

Here are some key GBP features:

  • Maps: GBP allows you to put your business on the map, making it easy for locals to find and learn about you.
  • Reviews: According to Spiegel Research Center, 97% of consumers say customer reviews influence their purchasing decisions. GBP displays ratings and links to reviews prominently.
  • Posts: You can share blog articles, promote events, highlight discounts, and more. GBP posts grab attention, boost SEO, and differentiate your business.

Other features include photos, hours, phone numbers, appointments, and Q&A.

How Local Businesses Can Get the Most Out of Google Business Profile

To tap into everything GBP offers, start by claiming your business if you haven’t done so. Fill out your profile completely, keep it updated, post new content often, and respond to reviews. GBP is not just a business listing like the Yellow Pages; it’s a powerful tool to drive revenue.

Optimize your GBP profile and develop a strategy to ensure your business gets found and compels people to contact and buy from you. Visit WebKaam. They offer a range of website services to enhance your online presence and drive business growth.

Explore WebKaam’s Services to transform your digital strategy today.