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3 minute read
Getting found on Google is critical for business success.
After word of mouth, being found online is probably the most important key to developing a strong influx of new business.
“Online” could mean social media, it could mean Google, it could mean Bing… this article is about getting found on Google - whether it be Google Business Profile, Google Search, OR Google Ads - all 3 have their place.
Certainly a robust business will have social media marketing as well, probably email marketing, maybe other forms of advertising as well, but for now, we’ll focus on Google as a place to get found.
We’ll start by describing the 3 main Google options for getting found:
Google Business Profile | Google Maps
We’ll use Golf as an example.
Let’s say you are after a golf shop. It's likely that the first thing you’ll see on Google looks like the image above.
They are “Google Business Profiles”, also called “Google My Business” or alternatively “Google Maps listings”.
These exist for any business that has a location, or serves a local area. They generally sit right up the top of a Google search.
Google Search
Usually, below the Google Business Profiles you’ll see Search results. Also called “Organic Search Results”, or what used to be just plain “websites listed on Google”.
Not so long ago, search results WAS all Google displayed.
Google Ads
Somewhere, either at the bottom OR the top of the page, you’ll also see Google Ads results, or “sponsored listings”.
Depending on the type of business you have, and where you are, you might focus on all 3 of these places, or sometimes only 1-2. Marketers love the phrase “it depends”, and with Google marketing, it really does depend!
We’ll talk briefly about what is needed to feature in those places.
Getting found on Google Business Profile
Let’s say you are a local Arborist / Tree Surgeon like Better Trees Bay of Plenty.
In this instance, we’d argue that Google Business Profile is VERY important because people have a need, they’ll grab their phone and look for options, and the Google Business Profile results will sit right up the top.
For a business like that, a well built Google Business Profile is important. There is plenty of advice online about how to fill out your details correctly.
But to rank high, and beat your competition, we’d advise you to get lots of before and after photos of your work (proof that you are good), and then as many Google Reviews as possible. That, coupled with some social media posting about your work, done consistently, will see your profile rank well given some time.
A business like that would likely benefit from Google Ads as well, in which case your best bet is just to hire a professional like Jeff from ROAS Marketing to take care of it for you.
Other topics to watch and learn about are “Local SEO”, as well as “SEO” to ensure you are placed well on Google for Google Business Profile.
Getting Found on Google Search
The search section of the Google Results page is vital as well, even for local businesses.
Getting found here is done by investing time / effort / money into Search Engine Optimisation or SEO.
The costs here can be high, depending on who you use, but in the long run this can be very beneficial as once you rank highly on Google for key search terms for your business, you can be getting cheap or free leads from Google for a long time to come.
For example a Car Finance business we know of in Australia called Dealify.
They need to invest in SEO because local SEO, or Google Business Profile as discussed above, will only be useful in their city of Newcastle, however they serve the entire country.
SEO in this instance consists of content creation (blog articles), getting links to their website, technical work on their website to ensure it follows Google principles, and more. Usually, if your business services MORE than just your local area, SEO is needed otherwise you’ll never rank up the top of Google for important phrases and words.
Getting found on Google Ads
You’ll probably have noted by now that both Google Business Profile, and Google Search will take TIME to work for you.
Often, at least 6 months is needed before Google rewards you with what you want, so what is the workaround if you need results faster than that?
Obviously Google Ads have a cost associated with them, usually not just ad fees but also the fee for the person running the ads.
Usually, hiring a professional will Save you money (it’s amazing how many business owners make costly mistakes when running Google Ads), and get you a far better return with higher quality leads, than if you do it yourself.
Summary:
There are 3 key places to be found on Google: Google Business Profile, Google Search, and Google Ads.
Some businesses need to focus on all 3 of those places, other businesses just 2, it depends on your type of business.
There are things you can do yourself to improve your outcomes here, but we’d recommend you talk to a professional before deciding what to yourself, and what to outsource.