If you have not claimed and optimized your Google Business Profile (formally known as Google My Business), you are doing your security industry business a grave disservice. 

Why?

Google is the world’s most-visited site holding more than 92 percent of the search engine market share. Forrester found that 93 percent of online experiences begin with a search engine. Google, in particular, is held in such high regard for its information-finding capabilities that the company name has become a verb. If you want to find information, you “Google it.”

By comparison, those old enough to remember know that before Google, the Yellow Pages were the “go-to” source for business information. During the golden age of its use, the average American used the directory only 1.86 times per week. It was iconic. It was central to conducting business —But it never reached the mythical heights of Google. 

Utilizing your Google Business Profile is like a free and instant boost to SEO. It is a direct link to your potential customers that bypasses many other hurdles, such as costly ads. Whether you are looking to drive sales, increase brand awareness, or increase inbound inquiries, the GBP is a surefire way to get in front of high-value prospects. 

Creating Your Google Business Profile in 6 Simple Steps

Step 1: Access the Google Business Profile Manager. Begin by signing into the Google Business Profile Manager. If you’re currently logged into a Google account, you’ll be seamlessly directed to the manager. If not, simply input your standard Google account credentials or establish a new Google account if necessary.

Step 2: Add your security business. Provide your business name. If it doesn’t populate in the dropdown list, click “Add Your Business.” Afterward, choose the most fitting category, such as security system installer or security system supplier, and proceed by clicking next.

Step 3: Define your location. Furnish your business street address. There might also be a request to pinpoint your location on a map by positioning a marker. In the event that your business doesn’t boast a physical visitation point for customers but provides in-person services or deliveries, you can delineate your service regions. Click next.

If you didn’t enter a physical address, Google will ask you to specify which region you’re based in. Choose from the drop-down menu and click next.

Step 4: Fill in your contact information. Enter your business phone number and website address so customers can reach you. If you prefer not to be reached by phone, you don’t have to enter a phone number. When your info is complete, click next.

Step 5: Verify your business. Enter your real physical address, not a post office box. This information is only used to verify your business and is not displayed on your Google Business Profile or shared with the public. Click Next. 

You’ll be offered the applicable options for verifying your account. Physical businesses will need to get a postcard by mail to verify their location. Service-area businesses can be verified through an email address.

Once you receive your five-digit code, enter it on the next screen (or go to https://business.google.com/) and click verify or verify business. You’ll get a confirmation screen showing you’re verified. On that screen, click next.

Step 6: Customize your profile. Enter your business hours, messaging preferences, business description, and photos. 

When you’re ready, click continue. You’ll find yourself in the Business Profile Manager dashboard where you can complete your profile; verify your location; add real pictures of your location products, and activities; and consider adding videos where you explain answers to common problems and other relevant information.

However, having a GBP isn’t enough. The real value comes from optimizing it and keeping it active. 

According to Google’s Consumer Insights:

• Over 82 percent of businesses set up a profile but never update it again (which opens the door for those that do!).
• “Near Me Searches” have increased 200 percent in recent years.
• Over half of GBP interactions produce website visits.
• 64 percent of consumers use GBP to find contact information.
• The average profile receives 33 clicks per month.
• 16 percent of GBP listing receive more than 100 calls per month. 
• Listings with photos are twice as likely to be considered professional and reputable.
• Complete listings are 7 times more likely to get clicks than unfinished listings.
• 90 percent of searchers read reviews before choosing a business.

To optimize your listing, use keywords where appropriate, but do not overuse them; provide captions for photos that include relevant keywords and location; encourage interaction; ask happy customers to leave reviews; and upload posts regularly.

Ultimately, leveraging your Google Business Profile can be the difference between kicking arse — and kicking dirt.

Pullquote: Ultimately, leveraging your Google Business Profile can be the difference between kicking arse — and kicking dirt.