Advertising fliers, billboards, and TV and radio spots may all still have their place, but when it comes to locating products and services in one's area, Google now rules the roost. Google Search stakes its reputation on supplying near-instantaneous answers to customers' most immediate questions, and when they concern local businesses, it looks to the source for help — you.
Claiming, verifying, and optimizing your Google Business Profile listing can do wonders for your reach — and if you properly utilize the Google Business Profile Services and Products features, it could even generate sales directly from search engine results pages (SERPs). In this month's blog post, we'll examine how to set them up and how to maximize them.
Google Business Profile Services allows business owners to provide an overview of the services they offer with categories, descriptions, and prices. Although the full list won't be visible unless the user clicks or taps into the "Services" tab in your GBP listing, a specific service may be highlighted upfront if it matches the user's search query.
For this reason, filling out this information has a very tangible benefit on local SEO, as it allows your business to show up in the Knowledge Panel on page 1 of SERPs even if users do not search for your business name directly.
It will not take much effort on your part to start taking advantage of this feature; setting up Google Business Profile Services is incredibly easy.
The Google Business Profile Products feature gives GBP users a few ways to showcase their wares, allowing customers to start shopping the moment search results are returned.
Like GBP Services, the GBP Products feature is fairly effortless — unless you have an especially robust catalog of products, in which case you may want to look into a more automated solution, such as submitting a product feed to be distributed on Surfaces Across Google. Once added, products will display in your GBP Knowledge Panel.
Not only can you show your customers what they can shop for, but you can also give them options for how to shop — pickup, delivery, or through a preferred ordering service (e.g. DoorDash).
Another way to promote your products is through the Google Posts "Products" subtype. This is a great way to highlight new or sale items (although note there are also "Offer" and "Welcome Offer" Post subtypes for this purpose). It's important that you know that Google Posts are only temporary — although any products you do enter via a Post will stick around, the surrounding content will vanish after 7 days.
Pointy is a nifty tool offered through Google that allows you to sync your in-store inventory with both a dedicated Pointy Page and your Google Business Profile listing. There are two ways to integrate it:
The main draw here is the convenience of pointing and scanning products while the app takes care of the rest. However, it is an investment with a one-time fee of $899, so it may not make financial sense for all small business owners.
The most exceptional products and services mean little if they are seldom appreciated, and seldom appreciated if they aren't found on Google. Let ASAPmaps find more business volume for you by automating all aspects of your Google Business Profile account.