The untapped potential of Google Business Profiles
If you’re like most businesses, you’ve probably heard of Google Business Profiles (formerly Google My Business), but are you truly leveraging its full potential? As a digital marketing agency based in Melbourne and Sydney, we meet many local businesses, and nearly 7 out of 10 businesses we meet aren’t optimising their Google Business Profiles correctly. It’s not just about posting your address and opening hours—it’s about strategically positioning your business to appear in front of the right people at the right time.
Think of Google Business Profile as the low-hanging fruit of your digital marketing and local SEO strategy. It’s a quick win when done right and can significantly impact your visibility and customer engagement. So, let’s dive into why optimising your Google Business Profile needs to be at the top of your to-do list.
Beyond just a listing: The role of Google Business Profiles in ai-driven search
Google Business Profile isn’t just a static listing; it’s a dynamic tool that significantly impacts your SEO. Google uses three main factors to determine local search rankings:
- Relevance: How well your business profile matches what someone is searching for.
- Distance: How close your business is to the person conducting the search.
- Prominence: How well-known your business is, based on online information, reviews, and engagement.
- Trust: A well-maintained profile shows potential customers—and Google—that your business is credible and trustworthy.
By filling out your profile completely, regularly updating it, and engaging with reviews, you increase your chances of appearing in relevant local searches. This is a game-changer for visibility, especially when you consider that many people now use AI-driven search tools like ChatGPT, which often pull information directly from Google’s knowledge base.
For example, when users ask AI tools for local recommendations like “Find a real estate agency near me,” the AI pulls data from Google’s ecosystem, including Google Business Profiles, to provide accurate and up-to-date answers. Now, imagine you run a real estate agency in Melbourne. If a user asks ChatGPT for a highly-rated real estate agency nearby, and your Google Business Profile is fully optimised—with updated business hours, recent client reviews, and engaging photos of your team and office—AI is more likely to recommend your agency.
But it doesn’t stop there. If your real estate agency also offers specialised services like virtual property tours, provides market insights through monthly newsletters, and shares blogs on topics like “Top Tips for First-Time Homebuyers” or “Understanding the Melbourne Property Market,” your profile becomes even more valuable. This broader content not only positions your agency as an expert in the real estate industry but also makes you more likely to appear in AI-driven searches for related queries, like “virtual property tours in Melbourne” or “real estate market trends.” By fully leveraging your Google Business Profile, you can enhance your brand’s visibility, attract more clients, and stand out in a competitive market.
Why are Google Business Profiles essential for different B2B & B2C scenarios?
Google is the king of search engines, owning more than 92% of the search engine market share. When people are looking for services, whether it’s professional services, education, or a local franchise like Jim’s Group, they are almost certainly using Google.
A fully optimised Google Business Profile increases your visibility, making it easier for potential customers to find you. And it’s not just about being seen—it’s about standing out in a crowded market. Let’s explore two healthcare scenarios to understand how businesses can go beyond the basics and truly leverage this platform.
1. B2C Scenario: A local NDIS business in Melbourne
Think about a local NDIS (National Disability Insurance Scheme) business in Melbourne. While it’s essential to have up-to-date contact information and customer reviews, you can go a step further by treating your Google Business Profile like a social media platform. Regularly post updates that link to relevant blog articles or pages on your website that address common questions or concerns about NDIS services. Share success stories and testimonials to highlight the impact of your services. You can also optimise your business descriptions and service listings with SEO keywords to rank higher in local search results. By actively engaging with the platform, you’re increasing local visibility and not just passively waiting for customers to find you—you’re creating a dynamic presence that attracts and engages them.
2. B2B Scenario: A retirement village operator in Sydney with multiple locations
Consider a B2B franchise business with multiple locations, such as an aged care service provider. Each location can have its own Google Business Profile, optimised to showcase its unique offerings. But why stop there? Use the platform to regularly update each profile with news, events, and resources that are relevant to that specific community. Post articles or links that guide visitors to valuable content on your website, like guides on choosing the right aged care services or updates about your company’s initiatives. Encourage satisfied clients to leave detailed reviews, which not only boost your credibility but also improve your ranking in search results. By treating your Google Business Profile as an extension of your content marketing strategy, you can create a rich, engaging experience that draws potential customers in and keeps them coming back.
Going beyond the basics: Treat your Google Business Profile like a social media platform
Google Business Profile is a dynamic platform, similar to social media, where you can actively engage with your audience and showcase your brand’s personality and expertise. We’ve seen firsthand how businesses that embrace this approach see significant improvements in visibility and engagement. Here’s how you can take your Google Business Profile to the next level:
- Optimise your posts: Regularly share blog articles, company news, and links to relevant pages on your website. This not only drives traffic but also provides valuable information to your audience, positioning your business as a trusted resource.
- Focus on reviews: Develop a strategy to actively encourage and manage customer reviews. Responding promptly to both positive and negative feedback shows that you care about your clients’ experiences and are committed to improving. Positive reviews can boost your reputation, while constructive responses to criticism can enhance trust.
- Highlight products and services: Make sure to update your profile with detailed descriptions of your offerings regularly. Incorporate SEO keywords to improve your profile’s visibility in search results. This ensures potential customers find exactly what they’re looking for and understand what sets your business apart.
- Add resources as posts: Share valuable resources such as guides, tips, or infographics directly on your profile. This not only helps establish your business as a thought leader but also provides useful content that keeps your audience engaged and informed.
- Automatically post blogs: Connecting RSS feeds from your website to your Google Business Profile allows you to automatically share your latest blog posts. This keeps your profile consistently updated with fresh content and drives traffic back to your site. This strategy is especially effective for businesses that frequently publish content on platforms like Blogger or WordPress. It automates the posting process, ensuring your profile stays lively without requiring constant manual updates.
- Share updates and announcements: Just like on social media, use your Google Business Profile to share important updates, promotions, or announcements. This keeps your audience informed about what’s happening in your business and creates additional touchpoints for engagement.
How Google Business Profiles offer valuable marketing insights
Google Business Profiles aren’t just static listings—they’re dynamic tools that offer a wealth of data about how customers interact with your business. By leveraging these insights, you can make informed decisions that enhance your marketing efforts and improve customer engagement.
- Understand How Customers Find You: Google Business Profiles provide detailed insights into how people discover your business. Whether they’re searching directly for your company, looking for specific products or services, or finding you while searching for similar businesses, you can see where your traffic is coming from. Additionally, you can determine whether people found you via Google Search or Google Maps, giving you a clearer picture of your digital presence.
- Evaluate Customer Engagement: Beyond just finding you, Google Business Profiles offer data on how customers engage with your business. You can track actions like phone calls, website visits, and messages directly from your profile. This information is crucial for understanding customer behaviour and refining your marketing strategies to better meet their needs.
- Monitor Photo Views and Engagement: Adding photos to your profile is a great way to attract attention, and Google provides metrics on how often these photos are viewed. High engagement with your visuals can signal strong visual appeal, encouraging more visits and interactions with your profile.
Going Deeper with marketing tools like KLIQmetrics™️
But why stop there? At KLIQ, we believe in taking it a step further by using advanced tools like KLIQmetrics™️ to gain even deeper insights and drive smarter strategies. While Google Business Profiles provide valuable insights, KLIQmetrics takes it to the next level by offering a comprehensive view of customer behaviour and marketing performance:
- Analyse Customer Behaviour: KLIQmetrics allows you to delve deeper into how customers are interacting with your business. You can track detailed behaviour patterns, identify emerging trends, and adapt your strategies accordingly. This means you’re not just reacting to data—you’re proactively using it to refine your marketing approach.
- Enhance Your Marketing Strategies: With a clear understanding of the customer journey—from the initial search to final engagement—you can create more targeted and effective marketing strategies. KLIQmetrics helps you understand what resonates with your audience, enabling you to tailor your campaigns to drive better results.
By combining the robust insights from Google Business Profiles with the advanced analytics capabilities of KLIQmetrics, you gain a powerful toolset for optimising your marketing strategy. Together, these platforms provide a comprehensive understanding of your digital footprint, allowing you to make data-driven decisions that enhance visibility, improve engagement, and ultimately drive growth.
Need expert help? Let KLIQ guide your Google Business Profiles optimisation strategy
Optimising your Google Business Profile is a quick win that can deliver substantial results. Whether you’re a local professional service in Melbourne, a tech startup in Sydney or a nationwide franchise with multiple locations across Australia, this tool can significantly boost your visibility, engagement, and conversions. It’s not just about reviews and business hours; it’s about leveraging a powerful platform to reach more customers and grow your business.
If you haven’t already optimised your Google Business Profile, now is the time to start. And if you need help navigating this process, KLIQ is here to assist. Let’s work together to unlock the full potential of your online presence.
