Quick question: when did you last look for a plumber, electrician, or restaurant?
You likely grabbed your phone and typed something like “electrician near me” on Google. And what came up? A map with three businesses at the top, complete with photos, reviews, and phone numbers.
That’s Google My Business (or Google Business Profile, as they call it now – Google frequently changes the names of things for no reason).
What baffles me is that it doesn’t cost anything, it takes about 20 minutes to set up, and it is the first thing that people see when they look for your business. You’d guess that half of the businesses in Northampton haven’t even claimed their listings, and even if they claimed the listing, they probably did it once in 2017 and forgot about it.
This isn’t optional anymore
Pop quiz: where do most people look when they need a local business? The Yellow Pages?
Definitely not.
Your website? Probably not that, either.
They Google it. If you don’t show up on those maps, you don’t exist.
I met someone from a café in the Cultural Quarter that always wondered why they never saw new customers when they were in a good location. They didn’t know their Google listing said they were permanently closed. They had been closed for six months. No one in the business had even checked their listing.
After fixing their listing? More foot traffic. They improved their visibility.
Setting up a Google business account is easy.
Google your business. If they already have created a listing for you, claim it. If there isn’t one for your business, create one.
Then there is the waiting. Google has to verify that you own the business by sending a postcard in the mail. It’s a little retro. It usually takes five days.
Stay verified and complete your profile with:
- Business hours ( Update them because it’s frustrating when Google says you’re open and you’re really closed)
- Your number
- Your site
- Pictures of the businesses, your work, and your products
- List services
- Coverage area
Profiles that are complete are the ones that show up when you do a search for businesses even if they aren’t the ones closest to you.
Reviews help a lot
This part is the most scary for people. What if some leaves a bad review?
That will probably happen. But a business that has an average of 4.7 stars over 47 shows is so much more credible than one that has 0. Complaints happen, perfection is not expected.
Respond to bad reviews. It shows you care.
Tell customers that if they enjoyed your service that you would appreciate it if they left a review, and if you really want to make it even more helpful for them, send them a link to make it even more chill for them.
A garage in Kingsthorpe went from almost invisible to the top of the local search results just by accruing customer reviews. They didn’t change anything about their business, didn’t pay for ads, Nothing. They just asked happy customers to take two minutes of their time to leave a review.
Keep it updated
Your mate’s birthday is on Tuesday instead of Wednesday this year? Of course not. So why would your business hours change, and you not update Google?
If you’re closed for Christmas, update it. Running a special offer? Stick it in a post (yes, you can post to Google My Business – they show in your listing). Have new pictures of your work? Add them.
It takes five minutes a week. and it saves you from losing customers who show up to a locked door or call a number that’s no longer in service.
The bit nobody does (but should)
Google lets you see stats. How many people have seen your listing, how many people called, how many people requested directions, what they searched to find you, and how many people asked for directions to your business.
This information really can be valuable. If lots of people search \”emergency plumber Northampton\” and find you, perhaps that is worth mentioning more prominently on your site. If no one is clicking your website, but they are all calling, your site might need work.
Check it monthly. Look for patterns. Make changes.
This really matters.
I’m not trying to oversell here. Google My Business won’t change your business in an instant, but it’s free, it’s simple, and it’s where people are looking.
A decent solicitor’s firm in Abington was spending a lot on print ads and Facebook ads. Their Google listing was unclaimed, wrong phone number, and no pictures.
Sorted the listing, stopped the print ads. Inquiries increased. Not because Google My Business is magic, but because they could be found when people searched for \”solicitor Northampton\”.
This is the level we are talking about. Simple visibility. Being found where your customers are looking. Not a new concept, but so many businesses still haven’t do it.