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How Does Google my Business Work?

How Does Google my Business Work?

Many businesses create a Google business listing (known officially as a Business Profile) in order to be more visible on Google. However, something these business owners might not realize is that creating a Business Profile does not give them management over it and that they need those management and editing capabilities if they want their Business Profile to work as an effective SEO and lead generation tool.

So, as a business owner, how do you gain management over your Google Business Profile? The answer is, in addition to creating a free Business Profile, you must also create a free Google My Business account for that profile separately.

A Google My Business account is the only way that you can claim ownership of your Business Profile, attain management rights to it, and unlock additional free features to increase your visibility on Google. In this post, I’m going to cover everything you need to know about Google My Business, including:

  • What Google My Business is
  • How to use Google My Business effectively
  • How to use Google My Business for SEO
  • How to create a Google My Business account

What is Google My Business?

Google My Business is a tool that enables business owners to manage and optimize their Business Profile on Google. So to explain what Google My Business is and how it works, let’s first make sure we’re clear on what a Business Profile is.

Your Business Profile is Google’s term for your Google business listing. Business Profiles appear in Google Maps and in the local results of Google Search.

Creating a Business Profile is the same thing as adding a place to Google Maps — which is something that anyone, including a random stranger or an automated listing generator, can do. All that Google requires is the business name, location, and category. Once Google confirms it is not a duplicate, they will create the Business Profile for that location.

The Business Profile is then open to consumers to leave reviews, add photos, ask questions, and even answer questions. The Business Profile may also get populated with information that Google pulls in from across the web.

This also means that a Business Profile can exist on its own, apart from a Google My Business account. Whether you created your own Business Profile or not, you don’t have the ability to manage the information it displays or the reviews it collects.

That is where Google My Business comes in. By creating a Google My Business account, you can access, customize, manage, and enhance your Business Profile on Google, all still for free, which we’ll get into next.

How to use Google My Business for local marketing

So we’ve established that Google My Business is not your Business Profile, but rather a tool by which you enhance your Business Profile to boost its visibility and effectiveness.

There are four main ways you can use Google My Business to make your profile on Google listing a better local marketing tool:

1. Consumer engagement

There are a lot of ways consumers can interact with your Business Profile. Conversely, you can use your Google My Business account to engage back with them.

You can respond to reviews, answer questions, enable direct messaging, and set up associated alerts. You can even use Google My Business to publish posts to your Business Profile, much like you would with Facebook and other social media platforms.

2. Highlighting your business

A Business Profile alone contains limited information about your business. But through your Google My Business account dashboard, you can provide hours, a link to your website, products and pricing, attributes, and other details that make your business unique. You will also use your Google My Business to make edits and updates as needed.

3. Gathering business insights

You can use the Google My Business dashboard to gain key insights on your audience and local search performance.

In the analytics tab of the platform, you can see the queries customers are using to find your Business Profile, whether they found you on Google Maps or Google Search, a breakdown of actions taken on your listing, and how your photos are performing compared to other profiles in your category. Note also that there are ways to track clicks from a Business Profile via UTM parameters and Google Analytics.

4. Performing local SEO

Just as Google has algorithms for ranking its ads and websites, it also has one for ranking Business Profiles. Through your Google My Business dashboard, you can incorporate keywords into your Business Profile and perform other optimizations to help it rank in local results.

How to use Google My Business for SEO

Google Business Profiles are dynamic. Not only do they change form based on platform, but Google will also prioritize sections of your profile according to the term that was searched as well as the type of information most important to consumers in your category. Even better, Google will embolden keywords in the content of your profile that it thinks are relevant.

But there needs to be informed to prioritise and keywords to embolden in your profile in the first place. Just as you would use a content management system like WordPress to optimize your website for search engines, Google My Business is used to optimize your profile and expand your reach.

How do you use Google My Business for local SEO? When optimising for Google searches, it all comes down to the same three things: targeting, quality of information, and trust.

  • Target your information

To use Google My Business for SEO, make sure to incorporate relevant keywords into your Business Profile so you can tell Google what you’re trying to rank for. Use them in your “from the business” description, your responses to reviews, your answers to questions, and in the posts you publish. Make sure to incorporate them naturally just as you would with any other SEO strategy.

  • Maintain quality of information

The completeness and accuracy of your Business Profile impact its rank, so make sure to provide the requested information in every section of your Google My Business dashboard. Especially important here is your contact information, special hours, and attributes.

The final approach to using Google My Business for SEO appeals to the trust component of Google’s algorithm. Keep your information updated and accurate as your business evolves. Keep a steady stream of reviews coming in and respond to them. Also, signal to Google that you are active by regularly uploading photos and publishing posts to your Business Profile through Google My Business.

SEO is important for any business, but particularly for small businesses that can use local targeting to compete against large competitors on the SERP. Google is making local SEO even easier with its robust Business Profiles, so a Google My Business account is essential for any business trying to maximize visibility in their local market.

How to sign up for Google My Business

A free tool that turns my Business Profile into a power marketer for my business? Where do I sign up?

To get a Google My Business account, go to google.com/business and click “Manage now,” which will take you through the steps of creating an account. Remember, a Google My Business Account does not automatically create a Business Profile — it gives you access to it and the ability to add more to it. So you’ll want to make sure you have an existing Business Profile to access.

Also, remember that creating a Google My Business account does not give you automatic access to your Business Profile. Once you create and are logged into your Google My Business account, you will then need to locate your separate Business Profile on Google Maps and then select the “Claim this business” or “Own this business?” link seen right on the profile. Once you complete that process, your Google My Business account will then be connected with your Business Profile and under your management.

Conclusion

With a clear understanding of exactly what Google My Business is, how it works, and how to use it, you can now see that using this free tool isn’t just a good idea for local marketing but a must. Get your Google My Business account up and running now so your Business Profile can outshine your competitors and attract more customers on the world’s most popular search engine.

How to Write Product Description That Sells

How to Write Product Description That Sells


With so many e-commerce websites out there selling similar products at comparable prices, online marketing is now more competitive than ever. However, what differentiates a stellar website from a mediocre one could be your strategy in defining the tone of your product description in your e-commerce website.

Also known as your marketing copy, the product description is one of the first few things your customers see.

Want to know how to write a great product description? Here are some ways to write killer product descriptions that sell and sell:

 

1. Know your audience

The first step to writing product descriptions is to define your target audience.

You want to be able to define which features would be of most interest to your potential buyers.

This begins with understanding your buyer persona, a breakdown of the characteristics of your potential customers. Your buyer persona will help you understand which features will be most valuable to your customers.

As you are writing your product description, keep these questions in mind:

  • How did this person arrive at your page?
  • What are his or her interests, generally?
  • Why would this person be interested in your Shopify store, specifically?
  • How would this person describe the product to a friend?
  • What features or benefits would interest this person the most?

By keeping these questions in mind as you write your product copy, you will be better able to write a product description that sells.

 

2. State the benefits of your products

As a business owner, you are understandably excited to share all of the qualities of your products. You want to show that your product has the best features and the most unique specs.

The buyer, however, is not necessarily interested in the mundane features of the product. Instead, they want to know how it can benefit them.

A product feature is a factual statement about the product that provides technical information. A product benefit, on the other hand, tells how the product can improve the buyer’s life.

If we take a closer look at the product description of the very unique item from above, we can see the key features of the product as well as the benefits.

The content of your product description should convince the potential buyers that it will improve their lives in obvious, measurable ways.

Before you begin writing your product descriptions, make an outline of the features and benefits of your product. Think about how the product either increases pleasure or reduces a pain point.

 

3. Outline a favourable testimony

Every customer wants to imagine how they would use a product. Your product description can paint a scenario, tapping on your customer’s vivid imagination.

For example, you might be selling a glass water dispenser. Create an event around it.

ABC’s Glass Water Dispenser makes the perfect party essential. Whether its soda, punch or even a refreshing cocktail, this see-through product will help quench the thirst of every guest at home, while allowing you to prepare for the next refill.

Here, you can assume that a customer looking at water dispensers, loves entertaining guests in his home. You want to help him visualise a happy occasion of doing so with your water dispenser. By associating positive experiences and feelings with the product through your copywriting, it is more likely that your product will sell.

 

4. Use bullet points as indicators

Most effective product descriptions consist of bullet points that highlight key features and benefits of your product. Bullet points make your content skimmable, allowing a busy person to get a sense of what your item is within a few seconds.

A typical product description makes use of a few lines of complete sentences, followed by bullet points of the product highlights. Using the same example above, this is what you can do:

ABC’s Glass Water Dispenser makes the perfect party essential. Whether its soda, punch or even a refreshing cocktail, this see-through product will help quench the thirst of every guest at home, while allowing you to prepare for the next refill.

  • 4L capacity which lasts the whole day
  • Clear glass lid to easily observe content
  • Stainless steel valve that’s easy to clean
  • Lightweight and portable for any gatherings

Bullet points draw your customer’s attention to the benefits of your product. Keep them clear and concise without sacrificing key technical details.

 

5. Convey it with passion

There are certain words and phrases that naturally elicit an emotional response in humans. Luckily for Shopify store owners, this also increases sales.

By being mindful of these words and phrases, you can more easily convince your customers to take the leap and make the purchase.

Jon Morrow at Smart Blogger describes these as “power words.” He has an entire list of words that can help make your product copy more enticing.

Convey it with passion

As you write your product descriptions, look for any descriptive words or adjectives that could use a little bit of dressing up.

Rather than using words like “nice” or “high-quality”, opt for power words like “stunning” or “sensational”.

By sprinkling these good descriptive words into your product descriptions, you are subtly convincing the buyers that your products are exciting, impressive, and worth the purchase.

 

Conclusion

When you’re selling products online, which doesn’t allow your consumers to see, smell or hold what they’re buying beforehand, you will need to rely more of convincing copy to create a mental experience and excitement for your consumers to click “buy now”.

At Weave Asia, we understand that copies that sell are the bedrock of a successful e-commerce website. Invest in a good copywriter for your e-store or, better yet, get in touch with us to know how our copywriting service can help you in the long run!

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