Google Business Profile is the New Google My Business
By Robert Priester
Storage Pug Blog, December 21, 2021
Google My Business has become an integral part of the business world in the modern era. We talk a lot about how important it is for self storage facilities to have a good GMB game and how to do that. Now, Google has renamed the service to Google Business Profile (GBP), and they’ve started changing how businesses will interact with their Business Profile. See what's new and what's on the horizon for Google Business Profile!
According to a recent announcement by Google, one of the most common ways to find local businesses—Google My Business (or GMB)—is getting a makeover. Let’s introduce the Google Business Profile.
GMB has been the unified local listings spot across Google products for years now, but soon, its name is changing to Google Business Profile. Don’t fear, though! While the name is changing, the usefulness to both users and business owners will not. If anything, Google is aiming to introduce a number of changes to the platform that should make the life of business owners a little bit easier when it comes to interacting with their business’s presence on Google.
First, let’s take a look at the basics for anyone who may be new to the discussion:
What is Google Business Profile?
Google Business Profile (previously Google My Business) is a platform that lists business information right near the top of Google’s Search Engine Results Page (SERP). It is one of the most common ways consumers interact with a business online and find local businesses in their area.
What is Changing With Google Business Profile?
That’s the good news: Google is making it (generally) easier for businesses to manage their presence on the platform!
Users managing only single locations will be able to do so directly on Google Maps or Search instead of a separate website or app. This means you will be able to complete your entire setup for your GBP—whether you’re creating or claiming an existing business profile—via platforms you likely already use regularly.
Larger businesses with multiple locations will still be able to manage their profiles via the Google My Business website, which will be renamed “Business Profile Manager,” according to Google. Alternatively, you could manage each individual location via Maps or Search.
As for the Google My Business App? That will be going away entirely in 2022.
Why Should You Care About Google Business Profile?
We’ve said it before, but Google Business Profile is one of the most common ways—if not THE most common way—that customers find and interact with local business locations online. To put that into perspective, here are some quick stats:
- As many as 64% of consumers use the information on Google Business Profile to get in touch with businesses.
- 86% of people use Google Maps to navigate to businesses.
- According to HubSpot, 75% of people searching never pass the first page (Hint: Business Profile results are displayed on page 1!)
- Google holds more than 86% of the worldwide search engine market share.
So, what does all of this mean for your Google Business Profile, and why should you use it?
Simply put, Google sees more searches than any other platform. Many of those searches are made with local intent regarding businesses. People aren’t scrolling through pages and pages of search results, and it’s difficult to rank on the first page as a small business. However, getting your Google Business Profile information to show up on page one for local shoppers isn’t difficult at all!
Oh, and did we mention it’s free?
How to Use Google Business Profile for Your Self Storage Business
When it comes to getting the most out of your Business Profile, the important factors aren’t really changing with the name.
Proximity is still going to be one of the most significant contributing factors to your business showing up on the Google results page. In addition to proximity, though, there are three things that you yourself can control to get the most out of your Google Business Profile:
- Have great photos on your listing
- Get reviews from your customers!
- Ensure your information is correct
That’s right. Proximity is important, but what makes your business profile pop up on the results page instead of the other facility less than a mile down the road? Well, Google’s aim is to provide the person searching with the best result possible. It determines that largely by how legitimate your business appears, how often users interact with it, and how much value it believes your business profile holds for its users.
More photos (and recent photos)? Well, that will help you convince Google that your business is active and up to date. It shows Google that their search engine users can probably find more reliable information about your business by seeing your listing.
More reviews? More reviews mean that more people are doing business with you as far as Google is concerned. It also means that more information is available for a user to make a judgment and see if you are what they need. That’s why it’s important to get reviews from your customers!
Of course, you also want the information to be accurate. Since so many users will try to get in touch with or find you through your GBP, inaccurate information will reflect poorly AND lead to lost conversions.
For more information on how to get the most out of your Google Business Profile, grab the playbook.
Also, check out these great resources:
- Self Storage Operator Toolkit
- Self Storage Customer Experience: Online Curb Appeal
- How to Get Reviews for Your Self Storage Facility (And Why They Matter)