Yes, if you want to establish an online presence and be found by potential customers on Google, you should create a Google Business Profile (formerly known as Google My Business). This free tool is essential for businesses of all types, even those without a physical storefront.
What is a Google Business Profile?
A Google Business Profile is Google’s term for your business listing that appears in Google Maps and local search results. It displays critical information about your business such as:
- Business name, address, and phone number
- Business hours
- Photos of your business
- Customer reviews
- Products and services you offer
- Website link
Creating a Business Profile allows you to stand out on Google and take control of your online presence. It’s important to understand that a Business Profile can exist without your management, but to maximize its benefits, you need to claim and manage it through a Google Business account.
Who Should Have a Google Business Profile?
Nearly all businesses can benefit from having a Google Business Profile, including:
Businesses with physical locations:
- Retail stores
- Restaurants and cafes
- Professional service offices
- Healthcare providers
- Educational institutions
Service-area businesses without storefronts:
- Home improvement contractors
- Cleaning services
- Mobile mechanics
- Real estate agents
- Tour operators
- Insurance agents
- Healthcare providers who travel to patients
Who is NOT eligible:
- E-commerce stores without a local presence
- Businesses with 100% online presence
- Rental and vacation properties
- Services operating at locations without the owner’s permission
Benefits of Having a Google Business Profile
Creating and managing a Google Business Profile provides several advantages:
- Increased Visibility: Your business appears in Google Maps and local search results, making it easier for potential customers to find you.
- Credibility: A complete profile with photos and reviews builds trust with potential customers. It truly legitimizes you as a business.
- Free Marketing: It’s completely free to create and manage your Business Profile, providing valuable advertising at no cost.
- Customer Insights: You gain access to analytics showing how customers find your business and interact with your listing. According to BrightLocal, 59 median monthly actions are taken from a Google Business listing, with about half of those being website visits.
- Customer Engagement: You can respond to reviews, post updates, and interact directly with customers.
- Competitive Advantage: A well-optimized profile helps you compete effectively online – even if you don’t have a website.
How to Get Started
- Create a Google Account: While you could use a personal Google account, it’s better to create a dedicated business account.
- Claim or Create Your Listing: Go to google.com/business and follow the steps to either claim an existing listing or create a new one.
- Verify Your Business: Google will verify your business ownership, typically by sending a postcard with a verification code to your business address.
- Complete Your Profile: Add comprehensive business information, including:
- Accurate business name, address, and phone number
- Business hours
- Business category (choose the most relevant option)
- Service area (if you travel to customers)
- High-quality photos
- Complete service/product listings
- Maintain Your Listing: Regularly update your information, respond to reviews, and post updates to keep your profile current and engaging.
Conclusion
A Google Business Profile is an essential tool for virtually any business that serves customers locally. As one business owner noted, “I always asked customers, ‘What made you call me?’ and oftentimes they tell me, ‘We reached out because of your Business Profile on Google.'”
Even if you don’t have a physical storefront, creating and managing a Google Business Profile is one of the most effective and affordable ways to increase your online visibility, build credibility with potential customers, and drive more business. Given that it’s completely free and takes just minutes to set up, there’s no reason not to take advantage of this powerful marketing tool.