1. Overview

In light of the ongoing pandemic, numerous businesses are adjusting their operating hours, methods, and offerings. This presents an excellent opportunity to reevaluate how this tool can enhance your local marketing efforts.
 

2. Does this matter to you?

First, assess if local search holds significance for your specific business type. If your business interacts with customers directly and operates in a specific local region, then having a Business Profile on Google My Business can be extremely beneficial. For instance: 

If you operate one or more physical locations that serve customers, such as a shop, cafe, garage, restaurant, or beauty salon. 
If you operate without a dedicated customer-service location but provide services to clients within a certain region - like a cake designer, mobile hairdresser, plumber, electrician, or consultant. 
However, in contrast to various other marketing tools, your business profile is not owned by you, and you lack complete control over it. This indicates that:

Your business might have a Google Business Profile that exists even if you haven't created or claimed it yourself. 
Even if you claim and update your business profile, complete control over its content remains elusive.
Before proceeding, it's essential to make a decision: 
- Do you proactively claim a Google Business Profile for your business? 
-If one is already there, should you claim it?
-If you do, then how many of the available features within Google My Business do you use to market your business? 
As with most marketing, there are some opportunities and risks involved in using Google My Business. We will take you through these to help you make an informed decision on whether this is the right tool for your business.
 

3. Understanding 'local' search 

Before proceeding, it's important to gain a deeper understanding of local search. 

When individuals look for businesses in a specific geographic area on Google, this is referred to as a 'local' search - they are seeking a business located within that particular locality. 
Google strives to enhance its search results to ensure that individuals can effortlessly discover the local businesses they require. 
Google recognizes that individuals will require ‘local’ search outcomes when they:
are looking for in-person business categories that Google identifies as requiring a local presence, such as eateries, laundry services, or salons. 
have indicated a specific area in their search - for instance, ‘hair salons in Glasgow’ or ‘hair salons nearby.’ 
I have looked for a particular business name. 
Google showcases information across various sections: 
Lists of businesses in the search results 
List of businesses in Google Maps results 
Business Profile panel 
Search results 
When users in a given area search for a business type or search specifying a location, Google very helpfully displays results for businesses in their area. For example, if a customer is in Edinburgh and they search for ‘tyre repair,’ then Google will sensibly display a list of tyre shops or mechanics in Edinburgh, as the searcher is more likely to need this rather than a range of options across India.
On a mobile device, these results show up prominently in the search results at the top of the page, typically just below a map. On a desktop, they will be displayed on the left side, just below the map. 
Similarly, if a user searches for a business type within Google Maps, a list of businesses near them or in their searched area appears. 
Business Profile panel 
When a user searches Google for a specific entity (such as a celebrity, a seasonal festival, a country, a book, etc.), then Google will often display a summary ‘knowledge panel’ to help the searcher out as much as possible.
It is the same for someone searching for a named business. This knowledge panel, referred to as a ‘Business Profile’ in the context of a business, will showcase essential information about the business that could be beneficial for customers. This profile is prominently displayed on the right side of the page when viewed on a desktop. On mobile devices, a condensed version of this panel is displayed at the top of the page, preceding the usual search results.
This panel features essential details, including images, operating hours, address, and contact information, along with a section for questions and answers and possibly reviews. There will also be buttons linking to the website, social profiles, and maps for directions. 
This information is gathered by Google from various sources, including:
Google's proprietary data, which encompasses information from Google My Business, as well as Street View images, user engagement metrics, and more, 
the business’s own website and social platforms. 
websites operated by other entities that reference the business. 
Various people may also have asked questions about the business and submitted answers or reviews. 

What most searchers don’t realize is that the business itself may or may not have proactively input any information into this. Furthermore, many businesses are amazed when they do a search on their name and find a panel dedicated to their business - as many have done absolutely nothing to create it! 
 

4. The benefits of local search listings and profiles for businesses

 Local search is clearly an important marketing channel for many local businesses. To help manage this, ‘Google My Business’ is a tool that businesses can use to confirm and edit a lot of their information that appears in Google Search results, Maps, and their Business Profile Panel. 

After you’ve set up a Google My Business account, you can use your dashboard to confirm your key information, input new information, and edit what’s there. As Google describes it, it’s a “free business listing that appears on search results.” 
The opportunities 
First, let’s look at the opportunities. Local search results and profiles can help businesses:
- their visibility 
- Make it easy for their customer to find them 
- Build trust 
- your visibility 
For small or local enterprises, achieving visibility in search results can significantly impact attracting new customers. A Google My Business account is the fastest and easiest method to enhance your visibility in local search results and panels. And this can be accomplished even if:

You operate solely from your physical location and do not have an online presence. 
You operate your business from home and lack a physical location to list on Google Maps. 
By effectively utilizing this feature, small businesses can achieve highly favorable outcomes without incurring any expenses.

Simplify the experience for your customers 
Individuals looking for a nearby business are typically on the verge of making a purchase or utilizing a service. Sometimes, a precise description along with appealing images of your offerings is all it takes to convince potential customers to select your business over the competition.

If someone is looking for you by name, it means they are getting closer to making a buying decision. In this scenario, having current location details and operating hours will be crucial to persuade customers to choose your service. The details displayed in your Business Profile panel are more accessible for customers to view than navigating to your website.

Establish credibility 
Maintaining clear, concise, and up-to-date information on your Google My Business listing is essential for projecting a professional image online. This is frequently the initial interaction your customers will experience with your business. According to Google's own research, businesses that verify and update their information on Google My Business are more likely to be viewed as trustworthy by customers. 

Consider the exterior of any café, retail store, or beauty salon. Which option would you have the most confidence in? Most likely, the establishment with the thoughtfully crafted signage, the newly painted walls, and the spotless windows. 

Your online presence serves as the digital representation of your physical shopfront. Having incomplete or inaccurate information, a blank profile, unprofessional images, or unanswered questions and reviews can give the impression that you lack attention to detail.

However, the listing is not owned or controlled by you. 
Having a robust presence in local search results offers numerous advantages. 

However, before proceeding, it’s crucial to understand that businesses do not truly possess the information displayed in search results, maps, and the business profile panel. Therefore, you do not have full control over the information displayed, even though it relates to your organization.

Any person can suggest edits to the information within a business listing or profile - including key information like opening hours - and Google can make this live at any point without your knowledge or input. 

Users can also upload photos of your business that they have taken, leave reviews on your profile, and ask or answer questions about your business. 

However, any business that formally creates a Google My Business profile will at least have more input into what information and images appear. 
 

5. Determining your local search approach 

As mentioned at the start, if you are considering Google My Business, you need to decide how to progress: 
- Do you proactively claim and populate a Google Business Profile for your business? 
-If one is already there, should you claim it?
-If you do, then how many of the available features within Google My Business do you use to market your business? 

6. Does your business already appear in a profile panel? 

The first thing to check is whether a business profile already exists for your business. Head to Google and run a search for your business name. If you haven’t claimed and verified a Business Profile within Google My Business, there are two possible outcomes for this search; there will either be:
No panel. This means Google hasn’t found out much information about your business from other sources - perhaps because you:
Don’t have physical premises open to the public. 
May not have a website or an established social media presence. 
Don’t have a high volume of searches for your business name. 
A panel that names your business. This could contain:
Minimal or no details available. 
Certain details and visuals - their accuracy is uncertain. 
Even if you haven't claimed and verified your Google Business Profile, as mentioned earlier, Google has gathered information about your business from various other sources, or users have contributed details. As a result, the initial details that many of your prospective customers encounter about your business are generated solely by Google and the general public. 

This panel's information, if available, enhances the details about your business found in general search results and Google Maps, making it essential to review this first.
 

7. Is it advisable to claim your business profile? 

If there is currently no panel available for your business, 
Option 1: Create your profile today 
For many local enterprises seeking new customers, having a well-crafted business profile that shows up in local search results can be extremely beneficial. Setting it up within Google My Business will be a straightforward process. It's fast, complimentary, and simple to accomplish. A comprehensive step-by-step guide can be found here. 

Before you start, it's crucial to recognize that, as mentioned earlier, you will never have complete control over the information that is available about you. Establishing your business and creating a profile is merely a step in the journey. Additionally, you will need to:

Ensure proper upkeep and administration. 
Engage with feedback and make necessary adjustments. 
Implement modifications as needed. 
address any misleading reviews or alterations. 
For many enterprises, the advantages surpass the time invested in this process, and the enhanced visibility offsets the potential risk of both negative and positive feedback. Ultimately, the choice and dedication rest with you.

Option 2: Set it aside for the time being 
You might choose not to claim and fill out a business profile. You might choose not to handle one, or perhaps you don't require the visibility. A business might not have a genuine requirement to enhance its visibility on Google due to:

It is presently functioning at full capacity, possibly with a waiting list, and is unable to accommodate any new business opportunities.
Much of the new business is generated through word of mouth and referrals. 
The business does not engage with new clients from unsolicited leads - likely due to the intricate nature of the service, which a trustworthy customer would not seek out through a simple Google search. 
While there are limited businesses in those categories, if you happen to be one of them, pursuing a higher profile may not yield any significant advantages, particularly since it requires consistent monitoring and updates. 

However, before rejecting it outright, there are a few additional factors to take into account: 
In the future, Google might gather sufficient information (whether accurate or not!) regarding your business to showcase a profile in a Business Profile panel - all without your participation. It is advisable to schedule a monthly check to search for your business name on Google. This will help ensure that any incorrect information or unanswered reviews do not appear without your knowledge, allowing you to take the necessary steps to manage them effectively.
Although Google provides a verification process for business profile claims, it is recommended that you take the initiative and make the claim yourself. This way, you can avoid the potential risk of someone else trying to claim it on your behalf. 
At some point, you may aspire to achieve a better ranking than your rivals in local searches when potential customers look for your business category, such as ‘gift shop near me’ instead of the specific name like ‘Sally’s Gifts.’ If you haven't claimed and maintained your business profile yet, it could take more time for your business to be accurately represented in search results. 
If a panel shows certain information, 
This indicates that Google has gathered information about you, and possibly, members of the public have contributed additional information, questions, comments, and reviews.
There are several situations that could arise: 
- The profile panel is nearly empty. 
- There is a considerable amount of information that is generally acceptable. 
- There may be some inaccuracies and potentially some unfavorable feedback or misleading responses that you might not have noticed.
Option 1: Register your business 
In this scenario, nearly every business will seek to assert their profile promptly to maximize their influence over what is displayed. 
As a business owner, you have the ability to update your profile information and engage with questions and reviews as the ‘owner.’ You can connect with Google directly through your account to report any incorrect or unsuitable information, including edits or reviews. 
Alternative 2: Overlook it 
If you choose to ignore this profile and not claim it, you must be aware of the potential negative impacts from not claiming your profile. 
Businesses with mostly blank profiles may be losing their customers, as searchers may conclude at a quick glance that your business isn’t trading anymore. 
For those where there is a good amount of accurate information already, it may be tempting to ignore it for now. However, for both these situations, as mentioned earlier, information may eventually flow into this profile that has not come from you and you are not aware of, which might include:
Incorrect details regarding your enterprise. 
Images that may not showcase your business in the best light. 
Negative customer feedback that gives the impression of being overlooked. 
Businesses that currently have these in their profiles, or may have them in the future, could experience adverse effects on their visibility and reputation. 

In situations where information is inaccurate, consider:

The person who arrives at your shop to find it closed because your opening hours were not correct. 
The job applicant who arrives late to meet an interviewer at your coffee shop because they missed it, having walked past due to the outdated Google image that reflects your premises before the recent rebranding. 
The client seeking a post-lockdown manicure opts for a competitor instead of you due to the images not conveying high quality. 
The customer who decided your business was too risky to book due to unanswered negative reviews or inaccurate or ignored answers. 
How many features to use? 
If you do decide that claiming your business profile and optimizing for local search is the best decision for your business, the setup process is easy. It is usually a simple case of setting your account up within Google My Business, which is quick, free, and easy to do. A detailed step-by-step guide is available here. 

(Remember that, as explained earlier, this gives you the opportunity to have input on what appears about your business, but you will never fully control all the information that appears about you). 

Once set up, you now need to decide how much of your profile to fill in and which features to use.

Option 1: Bare minimum 
While it is possible to add minimal information when claiming your business, it is not a recommended best practice. This still doesn't tell Google much about your business and may result in information being more likely to be sought elsewhere. 

Alternative 2: Explore and utilise the features at your disposal 
If you are making the effort to claim your business, it is advisable to invest some extra time in utilizing the features that are available to you. 

Enhance your listing 

First, enhance your listing. Fill in your:
Business hours. 
Types and characteristics of businesses. 
A precise and engaging description of the business. 
A variety of premium images. 
Any pertinent supplementary details. 
Completing your profile provides valuable information to your users and also informs Google about your business, enhancing your potential to achieve a higher ranking in search results.

Keep an eye on and react 
Establishing your business and creating a profile is only the beginning; ongoing maintenance and management are essential. It is essential to keep your information current whenever there are changes. It is essential to log in to your dashboard frequently to keep track of reviews, suggested edits that may already be active, and any questions and answers.
It is essential for you to respond to reviews in a timely manner, address all inquiries, and promptly highlight any inaccuracies as soon as possible.
Additional functionalities 

After claiming your business profile and completing the basic information setup, there are several additional tools that can greatly benefit your business. These consist of:

Complimentary website: if you haven't set one up yet, this could be useful 
Customer insights: such as how did people search for your business, where they come from and how many phone calls you received from people clicking your phone number in the local search results 
‘Create an ad’ functionality: to help you set up ads within minutes that appear within Google search and Google Maps, showing your business address, phone number, and website link if you have one.
For more information on Google My Business, go to Google My Business Help and check out the DigitalBoost Google My Business guide.