What is Google My Business (Google Business Profile)?

What is Google Business Profile, why is it important to use it and how can it benefit your company?

Google Business Profile (GBP) is the new name for Google My Business (GMB), which allows business owners to list their companies and make contact with customers looking for products or services on Google Search and Google Maps.

Inclusion on Google Maps offers a company several advantages:

Reaching a group of potential buyers;
Improved ranking in search engine results;
The ability to establish communication with customers.

Let's take a look at our guide!

What is Google Business?

Google is the world's leading search engine. It holds approximately 90 per cent of the market share. Therefore, most of your potential customers rely on Google to find information about products or services.

Google My Business is a free service that allows you to create a company profile and control how it appears on Google Search and Google Maps. Companies can present their offers and interact with customers on this platform.

If your business doesn't include a physical shop, such as a tour guide, you can create an account.

What are the reasons for companies to use Google Business? What advantages does it offer?

With Google Business, your company benefits from the following advantages:

Increase your company's local position on Google;
Increasing user involvement through the use of feedback;
Presenting crucial data to your potential customers.

Let's take a closer look at the advantages.

Strengthening your company's local position on Google

When searching for services or businesses, the top 3 companies are displayed in a Google Maps widget at the top of the search results. Potential customers tend to select between these companies. Google calls this the ‘google local pack’. It relates to queries specific to a particular location (such as search terms that indicate a location, like ‘beauty parlours near me’ or ‘restaurants’). It contains search results and details about the company.

Users tend to look for categories rather than specific brands

The more information your account contains, the greater the chances of your company appearing in these results. Having a complete account increases the likelihood of your company appearing in search results when a user is near your location.

Don't forget that the number of mobile queries containing terms such as ‘where to buy’ and ‘near me’ is steadily increasing on a daily basis.

Improving user interaction through comments

Before choosing a café, beauty salon or any other service, most users analyse reviews.
More than 90 per cent of users consult online reviews of local businesses.

The star rating on Google Maps business accounts is the result of the reviews collected.
Feedback on your business is valuable when provided through reviews.
Perfect 5-star ratings are not necessary. Having a mix of positive, negative and neutral reviews makes for a more reliable source.

By addressing both positive and negative opinions, you can establish trust with your current and potential customers or visitors.

Reviews optimise a company's local SEO performance. Your business appears on the first page if a customer searches for phrases such as ‘the best coffee shop near my location’. Companies with a significant amount of positive feedback are displayed more prominently in search engine results. One of the main ranking factors is the quantity and quality of the review.

To use Google Maps reviews for your local SEO, you need to encourage satisfied customers to leave reviews, respond to them and maintain a good reputation. Regularly monitoring and managing your reviews can have a significant effect on your local SEO, as review stars can attract potential customers and increase click-through rates (CTR) by up to 35%.

Present all the essential information to your potential customers

You have the option of presenting your contact details, opening hours and days, services offered and additional information using Google Business.

If there are temporary adjustments (for example, changing opening hours for public holidays), make sure you update your Google Business.
Unfortunately, nowadays many businesses can be discovered on Google with outdated profiles.

Imagine discovering the nearest restaurant, getting there and realising that it's closed, despite what Google has shown. What feelings will you have? Do you intend to return to this place in the future?

The customer may want to make a call and confirm the details before coming. However, rest assured that nowadays most customers rely on Google for information, so it's crucial to keep it up to date in order to retain customers.

Incorrect contact details (such as an up-to-date telephone number) are also the problom that prevent your customer from contacting you. As a result, you've lost another customer.

Another example: a customer discovers two restaurants on Google that match their criteria. One of them has a complete profile, including contact information, links to social networks and website, a price list, photos of dishes, customer reviews and the owner's answers. The other lacks information or is incomplete in some way. In the first scenario, customers have access to all the necessary information, while in the second scenario, there are gaps in the information provided. Which restaurant will the customer choose? The solution is clear.

While we were writing this article, we came up with the following idea. Imagine yourself in a situation where you enter a grocery store and come to an aisle where the items have no prices listed. To find out the cost, you have to take additional steps, such as making a phone call or visiting the information desk. The similarity lies in the absence of menu details, such as prices and photographs of the dishes, in a restaurant, and the absence of a list of services with prices and descriptions in a beauty parlour. Providing guests and customers with additional information will make them choose you.

Restaurants, cafés and bars must have the following elements in Google Business

Find the current address to locate the entrance;
Current opening hours and break details;
Alternative telephone number for contact purposes (a booking number is recommended);
Link to social media platforms and website;
Ensure that the menu is regularly updated with prices, with updates made at least every six months and whenever there are changes to prices or dishes on the menu;
Images of the dishes (preferably taken by a professional photographer, as customers often make purchases based on visual appearance);
Images of the restaurant entrance and various areas;
Images of customers in your catering establishment;
More perspectives (e.g. children's menu, pets, outdoor seating, etc.);
Availability of comments with the owner's answers, even negative ones.

Beauty salons, barbershops and spas must fulfil the following requirements in Google Business

Current location to find the entrance;
Up-to-date information on opening hours and rest periods;
Contact telephone number (preferably with an additional booking number);
Link to social networks and website;
Keeping an up-to-date list of services with prices and a detailed description of the service on individual cards (update this data every six months);
Photographs showing the entrance and interiors;
Capture images of visitors in real time;
The presence of reviews and the owner's reactions to them (even critical ones).

Tour guides should make sure they have this information registered with Google Business

Choose any address in the city where you are currently employed (for example, a city centre location);
Current details of the company's days and hours of operation;
Secondary contact number, in addition to the main telephone number (it is recommended to include a back-up telephone number);
E-mail;
Provide a link to your social media accounts and website, if available;
Regularly update the list of excursions with prices and descriptions on separate cards every six months to ensure accuracy;
Images taken during your trips;
Interacting with clients through live photos;
Customer comments and your responses to them (including negative comments).

Hotels should have this information in Google Business

Current location to locate the entrance;
Current check-in/check-out time;
Alternative contact telephone number (consider providing a secondary telephone number);
Link to social media platforms and website;
Existing prices and stock levels;
Photographs of the entrance, corridors and rooms;
Update the list of services regularly, every six months, with prices and a detailed description of the services presented on individual cards;
For better organisation, it is advisable to have a separate Google Business account for the hotel restaurant;
Feedback from customers and responses from the owner, even if they are negative.

How to add a company to Google Maps and set up your Google Business

To register your business on Google Maps (and Google Business Profile), you need to sign up for the service, create a business account and verify it. Here's a detailed guide on how to do this step by step.

Step 1: Sign up for the Google My Business platform

Visit the Google My Business website and select ‘Manage now’.
Simply sign in if you have a Google Mail account. Create a Google Mail account if you don't already have one. The platform allows you to associate a business account with your email, but it is advisable to use a separate business email for professional purposes.

If you don't have an account, follow the instructions below to create a new one.
Click on the ‘Create account’ button and select ‘Work for my company’.

Step 2: Enter your company name

If you've never created a business account, enter the name in the field provided. As you type, Google will display a list of businesses already stored in its database.

If your business is listed, go to the next step to find out how to claim it.

Otherwise, write your company name in full. Provide the actual name of your company without adding any keywords. Additional keywords can be included in your Company Description.

If you already have a business account, such as a café, and are now opening a new account under the same brand, select a name from the list provided.

Selecting a business category helps Google identify the type of business you own, increasing its search capacity.

You have the option of modifying your business category or adding additional categories at a later date.

The service allows businesses to be registered in several languages, such as English, Portuguese, Spanish, Chinese, etc. There are no limitations.

Step 3: Enter the company's address. Enter the address of the physical location or select from the drop-down menu.

Google uses the addresses to provide a compilation of possible duplicate listings for you. If you own one of the duplicate entries, proceed to the next step to find out how to secure ownership of your business listing. Otherwise, select ‘None of these are my businesses’.

Mark a point. Mark the map with a marker to show the location of your company.

Step 4: Select the region where you will be providing your services

This procedure varies depending on whether or not you include a business address.

Adding a business address is not necessary if you choose to skip this step. Google will ask if you offer delivery services or if you visit homes and offices.

If you select ‘Yes’, you will be able to inform searchers about the locations that are accessible to you.

Select ‘No’ to move on to the next stage.

Step 5: Define the company's contact details

Simply enter your company's telephone number and website so that they appear in your company profile. Check this crucial information - check it again.

Step 6: is to confirm your profile details

Your company profile will not be accessible for search until the verification is complete. It is possible to skip the company profile verification during configuration, but verification of your profile will be necessary at some point.

There are three ways to check your profile:

By phone. The Google verification code will be sent to you via a call or SMS message;
By e-mail. The verification code will be sent to you by e-mail;
Through corporate video production. Film a video of your company. Show where you are, what tools you have at your disposal and evidence of how you manage things. Your video will only be used for verification purposes and will not be shared with the public.

Step 7: Company details

After the verification process, Google will ask you to provide additional details about your company and to activate the relevant services, depending on the category of your company selection.

You have the option of including certain services you provide, setting your hours, activating messaging capabilities and much more.

We recommend that you complete as much as you can. Ultimately, details such as opening hours and images of your company can help potential customers contact you more effectively.

Include details on:

Opening hours;
The specific services you provide.
Include a summary of the business.

Include images, particularly of the menu and dishes, as these are essential.
Including images in your profile makes your business more attractive to potential customers.

All about reviews and ratings on google business (google maps)

Customer reviews play a significant role in defining a customer's selection. More than 90 per cent of people consult online reviews of nearby companies, which has an impact on their choices. Positive reviews about your company are a good sign. What impact do you think a single negative review can have on your company? Are you aware that 20 per cent of potential customers will choose another option? On the basis of a single negative review. What if there are several negative reviews?

Feedback can also boost your company's local SEO. If a customer searches for phrases such as ‘best café nearby’, your business will be visible in the initial search results. Businesses with numerous favourable reviews are displayed more prominently in search results. The quality and quantity of reviews play a crucial role in ranking.

To benefit from Google Maps reviews for your local SEO, make sure you encourage satisfied customers to leave reviews, interact with responses and maintain a positive image. Regular monitoring and management of reviews can significantly boost your local SEO, as review stars attract potential customers and can increase click-through rates (CTR) by up to 35 per cent.

The impact of Google Maps reviews on a business's reputation

Google reviews can greatly benefit your company by attracting more potential customers.
Feedback is also important in managing customer relations. It doesn't matter whether the feedback you receive is positive or negative. This information can be used to improve your product or service and improve customer relations.

Customers, in turn, rely on Google reviews to gauge how they view your company.
By implementing appropriate online reputation management strategies, companies can interact with potential customers and establish credibility. This type of communication helps companies obtain favourable reviews.

Ways to delete negative Google Maps reviews (on your Google business profile)

Instead of tackling the deletion of your Google business profile account, let's focus on cost-effective solutions for managing your reputation on Google Maps.

First option. Try to have it removed

Sometimes your business may receive unfavourable comments. These are usually shared as spam or, occasionally, by a dishonest competitor.
Fake reviews are usually characterised by one-star ratings and contain unsubstantiated complaints in the comments.

Unfortunately, despite being aware of fake reviews, your potential customers are still unaware of the truth and falsehoods. If you discover that a review is fake, you can take steps to eliminate it.
The initial task in detecting fake Google reviews is to determine their authenticity.

There is no way to delete a review from a genuinely dissatisfied customer, so the best approach is to address it promptly and provide a response. It's usually quite simple to spot fake reviews. Below are some factors to bear in mind when trying to identify fake reviews:

Check the valuer's name and compare it with their records to see if there are any matching names. If you can't find any records, it's very likely that the review is not authentic;
Access the reviewer's profile and see if they have published comparable reviews for other companies;
Sometimes reviewers can confuse your company with another and publish a review by mistake. If the review talks about a product or service that you don't provide, it's possible that the reviewer has confused your brand with another;
Seeing a sudden increase in unfavourable reviews can indicate the presence of a spammer or a rival;
If a customer's feedback criticises the company, employees or other customers, the review can be quickly deleted;
Former employees often post negative reviews, but Google usually deletes them due to potential bias.

If you have enough evidence to protect your company, send an e-mail to customer service explaining your situation. Our recommendation is to add a screenshot of the unfavourable review and any additional details that Google might find valuable.

Even if Google is certain that the review is false, it may not delete it. In particular, Google will only delete a review if it determines that it directly violates its policy. Alternatively, they may determine that the evidence you have provided is insufficient. If this is the case, you will be able to obtain additional information.

If Google chooses not to delete the review, it is advisable to respond to the false review and try to resolve the problem. This reaction shows potential customers that your company deals with criticism in a respectful manner.

"Thank you for your review; We appreciate your comments; We appreciate all comments, however, we have not been able to locate any customer records that match your name and details in our system; We would like to look into this further and assist in any way we can. If you have had a negative encounter with our company, please contact us at (insert company e-mail address). We will make every effort to resolve your problem."

These suggestions can be crucial in determining whether a reviewer rejects a negative review or keeps it. Invite the person to contact your organisation so that you can look into the issue that led them to give a negative review. If the individual contacts you, make sure you do your best to ensure they have a pleasant experience.

Please read Google's criticism guidelines to find out how to deal with negative feedback. Google assures us that it will analyse the problem within 3 working days.

This is Google's post detailing the process for requesting the removal of negative comments.

Google video to better understand how they moderate content:

Option 2: Customer agreement

After examining Google's guidelines, we found that the review does not violate any rules. It is accurate, not disrespectful and based on personal experience. You have no choice, you have to play the role of diplomat. Thank the author for his concern, assure him that the error will be corrected and suggest that he provide a contact number for further clarification about the visit. Contact the author again, thank them and offer them a complimentary product or service in exchange for removing the criticism. Remember to recognise flaws to avoid spending too much on gifts and compliments. A negative review on Google My Business cannot be removed. If most of the comments are good, but one is bad, focus on writing a grateful reply. Explain your plan to resolve the errors, express gratitude to the author and offer a discount as a thank you for helping to improve the level of your project. Then you'll come across as a real actor who listens to the customer and is able to recognise their mistakes.

If you manage to reach an agreement with the client and they are willing to remove the criticism, here is a corresponding article from Google that provides instructions on how to proceed.

Option 3: Strive to receive favourable feedback

If the previous options have not been effective, you should try to get additional positive feedback. Selling fictitious positive reviews is not recommended. The sheer quantity of positive comments, expressed in vague language and coming from fake profiles, seems artificial and puts off potential customers. It is recommended to create a promotion in which customers provide real reviews (again, real, unbiased and based on real experience) in exchange for a discount or other pleasant benefit.

Ways in which Bill&Tip can help companies manage reviews and maintain their reputation.

Customers have the option of rating their experience on the Bill&Tip platform while making payments or giving tips, as well as on external review sites such as Google Reviews and Tripadvisor.

The user has the option of sending customers who give 5 or 4 stars to external review platforms (Google Reviews and Tripadvisor) and hiding all reviews with 3 stars or less for their own viewing (or that of their managers). Consequently, your ranking on Google Maps will rise as the number of positive reviews increases.

As soon as your customer submits a review on the Bill&Tip platform, your manager will immediately receive a Telegram notification containing the review. This allows them to resolve any problems by contacting guests or customers before they leave your establishment.

How to optimize Google Business

These are the actions you can take to improve Google Business.

Evaluate the NAP and company overview;
Include images in your profile;
Google updates;
List products or services;
Ask for feedback;
Include FAQ sections with questions and their answers;
Present your individual characteristics.

Evaluate the NAP information (name, address, telephone number) and the company overview

The NAP is a crucial piece of information, as it helps potential clients locate your company. It is essential to ensure that this information is consistent across all the online platforms where your company is listed to avoid any confusion (if you have company profiles on several directories, such as YELP or Tripadvisor, check that your NAP data is identical). Information about the products and services offered by your company should be included in the description of your activity. Along with your company's mission and history.

Navigate to your Google business profile and select the ‘Edit business information’ option. Verify data.

Include images in your profile

Images can convey a great deal of information about your company, your products and your offers. Choose your logo as your profile image and select a cover photo that effectively showcases your company. Add more images (products, services, dishes, exterior, interior, team photos) to the upload.

Here are the specifications for Google photos.

Google Posts

Google allows you to share exclusive promotions, activities, items and amenities directly on Google Search and Google Maps via Google Posts.

To publish content, click on ‘View your profile’.
And then ‘Add update’:

Posts can contain text, images or videos. Different categories of Google Posts to produce:

Offers: Promotions or discounts offered by your company. Provide a title, specify start and end dates and include images. You have the option of adding a promotional code, a link to the website and information about your special offer;
Updates: General news about your company (or URLs to recent blog entries). You have the option of including a description, an action button and images;
Events: promote your company through event marketing. Enter a title, start/end dates and a specific time. You have the option of including a description, an action button and photos.

Presenting special offers is the most effective way of informing potential customers. For example, a reduced price at lunchtime or a ‘buy one get one free’ promotion.

Select ‘Add update’, provide a description, upload images and include a button that directs to your website or social networks (e.g. buy, shop or order online). Including high-resolution images and maintaining a consistent publishing plan will improve your SEO. Normal posts expire in a week, but you can select an ‘Event’ post and extend the duration. At any one time, only a few posts can be viewed, so there is no advantage to having more than 2 posts active at the same time.

Compile a list of products or services

In Google Business Profile, you have the option of presenting a list of your products or services to potential customers. List at least three products and provide detailed information about each one. Customers have the option of selecting specific products to obtain additional information. Restaurants can have a menu of dishes, while beauty studios can have a list of services offered with descriptions and prices. A tourist guide has the possibility of including the main tours in a list, along with photographs, details and costs.

Select ‘Edit products’, add images, enter the product name, choose a category and enter the price details. Entering a link to the landing page for your product/service can make the booking or online ordering process easier.

Request reviews

To access the link for customers to send reviews, select the ‘Request reviews’ button on your company profile.

You can ask your customers to write reviews by including a link in emails, on receipts or at the end of a chat conversation. A pop-up window will appear with the link to your review. Copy the content and send it to your customers.

Include frequently asked questions (FAQ) and their answers

In the course of our work, we often come across the same questions from our guests and customers. Why not create these common questions and present them in an FAQ section?

For example, beauty studios have the option of documenting the cosmetic products used or the techniques employed when handling tools.

A restaurant has the option of listing its milk substitutes, indicating whether it has a vegan menu, mentioning whether it has a children's area and much more.

Sign in to your private Google account and search for your business on Google Maps. Visit the ‘Questions and Answers’ section and submit a question. Go to your Google business profile (sign in using your business account) and answer the question.

Present your distinctive features

To activate distinctive features, simply select the ‘Edit profile’ button on your Google Business profile. Navigate to the ‘More’ section and select the pencil icon located next to the category where you can enter vital details about your company.

Restaurants should take into account various factors, such as options for children and pets, payment methods, car park availability and quality of service, so that guests get a complete idea of your establishment.

FAQ

What is Google Business Profile?

Google Business Profile (Google My Business) is a free tool provided by Google that allows companies and organisations to manage their online presence in Google search results and on Google Maps. It allows you to add information such as your name, address, telephone number, opening hours and other important details so that customers can find you easily.

Why is it important to have a Google Business Profile for your company?

Having a Google Business Profile is essential for increasing your company's online visibility. It makes it easier for customers to find quick information about your business and contact you directly. In addition, a presence on Google Maps can attract more local customers and improve local SEO, which can increase sales and the visibility of your business.

How can I create a Google Business Profile?

To create a Google Business Profile, simply go to the Google Business Profile website, click on "Get started now" and follow the instructions to add information about your business, such as its name, address, category and opening hours. Once completed, you will need to verify ownership of the company, usually by means of a code sent by post or telephone.

What should I add to my Google Business Profile?

In your profile, you can include information such as:

Business name;
Physical address;
Telephone number;
Opening hours;
Website;
Photos and videos of your business;
Services or products offered;
Responses to customer reviews;
Posts with news and offers.

How does the Google Business Profile affect local SEO?

The Google Business Profile is one of the main factors for local SEO, helping your business to appear in local searches, especially on mobile devices. A well-optimised profile can improve your business's ranking in search results and on Google Maps, making you more visible to customers looking for services or products in your geographical area.

How can I optimise my Google Business Profile?

To optimise your profile, you must:

Complete all your business information, including opening hours, address and category;
Keep your information up to date;
Add quality photos regularly;
Motivate customers to write reviews and respond to them in a professional manner;
Use the posts function to share promotions and news;
Add a detailed description of your business with relevant keywords.

How can I verify my company on Google Business Profile?

Verification is a crucial step in ensuring that you are the owner of the business. Google usually sends a verification code to your business address via post. In some cases, verification may also be offered by phone or email. Once you have received the code, simply enter it into your Google Business Profile to complete the verification.

Can I change the information on my Google Business Profile?

Yes, you can change your profile information whenever you need to. Simply go to the Google Business Profile page, log in and edit the details you want to update, such as opening hours, address or business description.

What are Google Business Profile posts and how do I use them?

Google Business Profile posts allow you to share updates, offers, events and other information with your customers directly on the search page. They appear next to your profile in Google's search results. It's a great way to keep your audience informed about promotions, new products or services, or any relevant news.

How can I verify my company on Google Business Profile?

Can I change the information on my Google Business Profile?

What are Google Business Profile posts and how do I use them?

How do I monitor the performance of my Google Business Profile?

Google Business Profile offers an insights section where you can see information about how customers are interacting with your profile, such as the number of views, clicks to call, requests for directions and more. This data helps you understand customer behaviour and improve your online strategy.

Can I add several locations or branches to my Google Business Profile?

Yes, if your business has more than one location or branch, you can add several profiles to your Google Business Profile, one for each location. Each profile can be personalised with information specific to each address, opening hours and local details.

Summary

Google Business is a great platform for promoting local businesses. Being a Google Business pro attracts a tonne of customers and grows your business. The Studio.351 team is a pro at promoting on Google Maps - this section describes our Google Business promotion service. Contact us and we'll detail how we can help develop and promote your business on Google Maps.

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