Google Business Profile has been around for awhile. But you probably know it by a former name.
Here’s some of the other names it’s gone by:
- Google Places
- Google Local
- Google Business
- Google My Business (the most recent name change)
Google Business Profile has become more important in terms of how and when these listings appear in search results.
Google is getting greedy with its traffic. They want more advertising revenue
They don’t want to send people to you unless you pay with ads.
But people will always want and need to speak to local businesses at some point.
Google knows this (they know a lot, after all).
So rather than having people go to your site when they reach that point – they built an entire platform for people to connect with businesses – one that they own.
Before you get upset with Google, it’s important to realize two things…
1. We need to play nice with Google
2. Google Business Profile generates more customers than your website does
Resist Google at your own risk
We have 2 choices.
We can take our ball and go home – crying about how Google is evil.
Or
We can learn how Google works and have them send prospects to us for free.
Why Google Business Profile is so important for your business.
(Using data from third party sources)
Here’s what the data says:
1. 46% of all Google searches have a local intent. [Source: HubSpot]
2. 93% of local searches now feature Google Business Profiles. [Source: STAT Analytics]
3. 68% of people contact a business directly from search results. [Source: Search Engine Land]
If they’re on a mobile device, all someone needs to do is tap a link and they are calling you – or your competitor – directly from search results.
These three data points show the importance of Google Business Profile – especially when we already know that Google wants to send people to a platform they own.
But we haven’t even covered the most important one…
“88% of people trust online reviews as much as personal recommendations.” [Source: Forbes]
The Review Economy
Reviews from trusted third parties – like Google – are at the core of buying behavior today.
There’s no way to escape it.
People don’t want to hear you toot your own horn.
They want others talking about how great you are – on websites they trust.
This is the single most important piece of data which speaks to the usefulness of Google Business Profile.
Google Business Profile can be a customer acquisition machine.
That’s because the people viewing your Profile are being pre-sold on doing business with you, because one of the most persuasive assets a business has is…
Social proof.
Let’s look at an example of how traffic from Google Business Profile differs from normal search engine traffic.
Google is investing BIG in Google Business Profile because they failed with this other thing…
In April 2019, Google started shutting down their failed social network, Google+.
This was at least their third attempt at trying to build a competitor to Facebook. The other two:
- Google Buzz
- Google Wave
It’s pretty clear what’s going on here.
Google knows they can’t compete with social networks like Facebook, Instagram, and TikTok in the same way.
So they’re building a platform based on what their users are already doing – searching for information, products, and services in their location.
Just look at these features that have been added to Google Business Profile:
- Posts (like a blog)
- People can ask questions (which anyone can answer publicly)
- Messaging (think of Facebook Messenger – but by Google)
- Customers can book appointments directly on the Profile
See how Google Business Profile is slowly turning into a social network all on its own?
But more importantly…
Notice how Google Business Profile allows people to take actions they used to only be able to take on your website?
People don’t need to visit your website anymore to:
- Call you
- Message you
- Ask questions
- Post reviews
- Find your offers and pricing
Notice these are all the core functions of a company’s website.
You’re probably wondering:
“How can insurance agents take advantage of Google Business Profile?”
Most businesses will just claim their Profile.
And then forget about it.
“I already have my Profile claimed – so am I good?”
If you haven’t guessed, that’s the wrong way.
A shift is coming. Whether we like it or not.
Prospects on Google don’t need to visit your site to decide if they want to do business with you.
The smartest companies know this and they’re doing something about it.
Here’s the catch:
In order to thrive on Google Business Profile, you have to stop thinking about it like a generic Yellow Pages listing.
Because if you’re still thinking along those lines, you’ll never be able to make Google Business Profile work.
But if you’re ready to give Google Business Profile the respect it deserves, it will change everything for you:
- More new customers.
- More returning customers.
- And a plump bottom line.
