Google has launched a new portal, Google My Business, designed to simplify and demystify Google visibility for small businesses. Google My Business provides a central hub for small, local businesses to manage their presence on Google Search, Google Maps and Google+ from a single dashboard.
Getting on Google is Simpler than Ever
Before Google My Business, small-business owners and marketers had to update their business information on each of these services separately, a confusing process for business owners already crunched for time. “We see our customers struggle with this all the time,” says Kevin Gibson, Marketing Technologist at Utah printing and marketing agency AlphaGraphics Bountiful.
“Either they have multiple listings and can’t combine them, or they have a listing but can’t get access to change it, or they have no listing and go deer in the headlights as soon as you start talking about it,” Gibson explains. “Anytime Google can consolidate tools and make it easier for regular business owners to use, it is a good thing.”
Manage Multiple Google Services Simultaneously
With Google My Business, you can now update your business information, such as hours of operation and physical location information, across Google Search, Google Maps, and Google+ at the same time. You can also implement and manage an AdWords Express campaign (a simplified version of Google’s pay-per-click advertising program), monitor audience engagement with your content on Google+, track website analytics, respond to customer reviews, and even launch a Google+ Hangout.
Because it’s simpler to manage, Google hopes that more businesses will take advantage of features like Google+ to engage with potential customers, encourage customers to write reviews, and monitor performance with Google Analytics data and Insights for Google+ posts and pages. If you already use Google Places or Google+ Pages, Google will automatically upgrade you to Google My Business. There’s no charge to use Google My Business, although the typical pay-per-click (PPC) advertising costs apply to the AdWords Express program.
Experts Agree It’s a Good Thing
Digital marketing experts say the change is positive for Google, small businesses, and the SEO agencies that serve them. “When you understand the power of both SEO and PPC mixed together within the Google portal, you can dominate your niche that you’re in and blow away even the big guys that have huge ad agencies,” says Andrew Anderson of Strategic Web Blueprint. “In our opinion, it is actually a great equalizer for small businesses.”
Gibson also sees Google My Business as a win-win. “Consolidating the tools and making it easy for small-business owners to get involved will ultimately lead to more business for SEO providers, when [small businesses] get to some of the more technical parts of PPC campaigns they don’t understand,” he explains. The benefit for Google is, of course, more paid advertising business, while small businesses gain visibility and connect with more potential customers.
Using Google My Business
If you don’t already use Google+ Pages or Google Places, you can set up your own profile by visiting Google My Business and selecting “Get on Google.” Google will then walk you through the steps, ranging from locating or adding a local business address on Google Maps, to creating a Google+ page, and more.
Taking advantage of the tools Google My Business offers helps small businesses connect with their customers. That means your business is more likely to show up in the search results when Google users search for keywords related to your business. The more effort you put into nurturing your Google presence, the better your odds of raising your visibility with your target audience.