Google is where business is done these days, and although we can try to resist, small businesses need the valuable marketing advantages that Google delivers to stay competitive. Since Google remains the most popular search engine out there, with more than 90% of the search engine market, your business can’t afford not to set up a Google Business Page.
A Google Business Page is a critical piece of your inbound marketing strategy (a fancy way of saying “bringing customers to you”) because it’s such a great way to make sure you end up in Google search results when potential customers are trying to find local businesses like yours. But perhaps the best part about creating a Google business profile is that it’s free. Yes, F.R.E.E. So here is how to set up a Google Business Page for your small business.
Setting up your Google Business Profile
To save you time, here are the steps Google recommends for setting up your page. An important thing to note: Customers will only be able to find your business page on Google after you’ve completed verification.
On your computer, sign into your Google Account or create one. If you create a new Google Account, sign up with your business email domain.
Go to create a profile.
Enter the name of your business. You may also be able to select your business from the list of suggested businesses as you type. If you get a message that someone else has already verified the business, request ownership of the Business Profile.
Search for your business category.
Click Next.
Choose whether you have a location customers can visit. For businesses with a storefront staffed during business hours: Click Yes. You may be asked to enter your business address or position a marker on a map for the location of your businesses. When finished, click Next. For businesses that don't have a storefront staffed during business hours: Click No.
Enter the service area of your business. You can set your service area based on the cities, postal codes or other areas you serve. You can add up to 20 service areas. Tip: We recommend you do not extend the boundaries of your overall area farther than 2 hours driving time from where your business is based. For some businesses, it may be appropriate to have a larger service area.
Enter a phone number and website URL.
Click Next. You also have the option to create a website based on your information. Tip: We recommend entering the individual phone number or store page for each location, rather than a remote call center.
Click Finish.
Select a verification option. Tip: We recommend reviewing your information before you request verification. To verify now: At the top, find the red banner and click Verify now. To verify later: Click Verify later > Later. If you’re not authorized to manage the Business Profile for the chain: Find the person in your organization who’s authorized and continue the process.
Helpful Tips
These are a few best practices to consider when setting up your business page.
One and OnlyOne - Make sure you only set up one profile for the region/city you serve. If you create multiple profiles, you could get suspended—and getting back into the Google network once that happens is not easy!
Don't have a Storefront? - If you don’t have a physical store location, you’ll need to hide your address during setup.
Select ‘Service Area Business’ - During set up, select that you’re a service area business when prompted.
Things that affect how your Google Business Page ranks
Relevance - Make sure you fill out all the necessary information regarding your business and the services you provide. Focus on whether your business description matches what customers are seeking. This information helps Google to know what people can expect from your business and will be more likely to rank your business higher in search results.
Proximity - You want to rank high in your local market so to help your local rankings, ensure the content on your website is local-oriented (read: location-oriented). Google provides customers in your area with the most relevant content—which of course, you want to be yours!
Prominence - Prominence refers to the activity around your listing. This includes account reviews, events, and local content. Having numerous links to your site is helpful also. Replying to reviews, posting regular content, and keeping your company information up to date can improve prominence as well.
What to do next
Once you're all set up, don’t forget to keep an eye on your search rankings, monitor (and respond to!) your reviews, and share new posts and pictures to it on a regular basis. Making the necessary adjustments along the way is how you can make sure you stay relevant to potential customers and continue showing up in their searches.