Google assigns 1/3 of a business’ ranking power to this underutilized asset. What this means is: when Google’s algorithm considers which businesses to include in a local search, those with a comprehensive Google Business Profile are more likely to appear near the top. And this is extremely important because Google says 90% of consumers rely on those local searches to discover where to do business locally.

Just having a Google Business Profile ensures that your business will eventually appear in their search results — key word here: eventually. But the optimization of a business profile on Google holds immense strategic importance. An optimized profile directly increases your chance of ranking higher in the search algorithm and turning online searches into foot traffic and purchases.

Consider these clear advantages a Google Business Profile provides your image, in-store traffic and revenue:

1. Enhanced Visibility
Businesses with a Google Business Profile receive 5X more views than those without. By maintaining an active and optimized profile, small businesses can significantly increase their online presence and ensure your offerings are more easily discovered by potential customers. If you don’t currently have a Google Business Profile, that boost to your visibility is unmatched. And because Google also says 76% of all consumers who conduct a local search on their smartphone visit a store within a day, this is a tool everyone should be using by now.  

2. Immediate Legitimacy
To delve into specifics, your profile becomes a dynamic hub where customers can find essential information at a glance — such as operating hours, a map to your location, contact details, an overview of your products, quick purchase options for your projects, photos of your business and business offerings, and even what others think and say about you. All this is considered legitimizing intel about your business by users who see your Google Business Profile in a local search. The multimedia-rich presentation not only attracts user attention but also conveys a comprehensive and positive image of your business.

3. Local SEO Boost
Google Business Profiles play a crucial role in local search engine optimization. Again, as much as 1/3 of your ranking juice is attributed to your Google profile. Additionally, businesses with optimized profiles are even more likely to rank well. Why is this? Well, if we all know one thing about Google, it’s that they reward useful content. So, businesses with an optimized business profile will tend to rank higher, making it easier for nearby customers to find you over competitors. This nuance is particularly vital for businesses aiming to capture the attention of nearby customers and outshine competitors in the local market.

4. Credibility
The notion of credibility today is intricately linked with the presence and management of a Google Business Profile. Businesses that not only exist online but are easily searchable and maintain a comprehensive listing are perceived favorably by consumers: Google says 70% of consumers express a greater likelihood of visiting businesses that actively maintain a Google Business Profile. A comprehensive profile, (including accurate contact information, operational hours, and a description of products or services) adds layers of transparency. Consumers appreciate businesses that are upfront and accessible. When faced with choices, consumers are more inclined to engage with businesses that have a visible and well-managed Google Business Profile.

4. Conversions
Businesses with a comprehensive Google Profile are 94% more likely to be considered reputable, a statistic that crystallizes the crucial role transparent and detailed information plays in shaping consumer perceptions. For context, the completeness of a Google Business Profile goes beyond basic details. It presents a keen sense of what the business offers through images, customer reviews, an assortment of business attributes and descriptions of products or services (or both). Businesses that present a holistic view of their company cater to the modern consumer's inclination towards informed decision-making. The customers who find you through a Google Business Profile will engage with a positive predisposition, having already established a level of trust with you through your online representation.

Envolve Strategies has years of experience with implementing and optimizing Google Business Profiles, and we’re actively managing dozens of client profiles at any given time. Our lead Google specialist is certified by Google Skillshop for GBP implementations, which means we avoid the common errors that negatively impact Google Search and Maps results — even those that lead to instant profile suspensions.

Suspensions can take a lot of time, effort and know-how to reinstate. You don’t want to waste your energy there. So reach out if your profile is underperforming or missing, and let’s work together on a hassle-free upgrade or implementation of your Google Business Profile, optimized for local search.