Google has added the option to include your social accounts onto your Google Business Profile, so now is the time to make the most of this untapped resource, says Katrina Bell.
Now that Google has added the option to include your social accounts onto your Google Business Profile (GBP), it's probably time to give your search engine optimisation strategies some fresh attention.
The resources available on your free-to-sign-up GBP are impressive – more of that below – and there has never been a more vital time to take advantage of them. That’s because Google doesn't want to send visitors to your website.
What Google really wants is consistent revenue growth and greater engagement rather than a more effective search engine. Hence it prioritises sites that are low-grade ‘news’ link mills. Google isn’t beyond considering user negative engagement hacks such as turning off spell correction to slow users bouncing out to the site they had searched for.
End users and digital marketers have all seen how having a decently constructed website and regularly updated socials meant if your customers searched for you, they would find you at the top of the real estate.
Today’s Search Engine Results Page (SERP) is a very different beast. Organic search results have been shoved downwards in favour of paid results, ads, shopping results, and featured snippets, which are typically AI-generated ‘answers’ to questions.
Then there’s the ‘map packs’ that appear if Google thinks location could be important to your query, product reviews – otherwise known as rich snippets – all the while, not optimising your potential customer’s path to your website or socials.
But making the best use of one of their own tools can reverse that trend with not a lot of work.
Setting up your GBP is straightforward and need not add a significant workload alongside your social apps activity to maintain. It’s designed primarily to show a snapshot of all your most relevant information without the end users having to visit your website, but with the right information, and the addition of social media accounts now possible, it is a vital tool to drive people to your online presence.
Here are 3 key steps to take…
1. When prompted, make sure you add all the fields Google offers, so that will include logos and images, customer service contact details, sample products and the most up-to-date list of your services. This information will be used in all of Google’s tools, including maps, and will increase your visibility. You also have the choice to turn on Chat, so your visitors can interact with you directly from your profile.
2. Did you know you can even ‘post’ directly to your profile on the ‘Updates’ or 'Overview' tabs of the Business Profile on mobile? It’s the perfect spot for newsy content from your existing social accounts, events, offers, or even your most recent press release. Make sure to specify the date range or posts older than 6 months are automatically archived. If you are using photos you should avoid generic stock imagery as Google’s algorithm is particularly sensitive about authenticity in your GBP and may consider your information less valuable.
3. If you want to increase your ‘social proof’ consider how to link your customer feedback processes with Google reviews. Users don’t tend to be voracious readers of reviews but the 1 to 5 star rating is attention-grabbing.
