The Impact of Google on Local Businesses

With big box retailers dominating many commercial shopping districts, you may wonder whether local businesses still carry enough clout to strengthen local economies. The answer is: absolutely! Small business owners can still make a genuine impact by fulfilling the unique needs of the local community. 

Revenue from smaller storefronts can provide taxes for town improvements, add job opportunities, inspire innovation among residents, encourage tourist visits, and increase foot traffic to surrounding businesses. 

Become a pillar of the community by adopting techniques that put your business on the map, ready to compete against household brand names. And by that, we mean Google Maps. You’ll be able to add your address by signing up for a Google Business Profile. This suite of tools is invaluable to local establishments looking to reach more customers.

Just how important is Google for businesses like yours? A BrightLocal survey revealed that 93% of consumers searched for local businesses online during the past year. And the most likely search engine those users are turning to is Google, which captures over 90% of the market share of internet searches, according to Statcounter.

Continue reading if you’re eager to learn how to market your business with tried-and-true tools built by the experts at Google.

The Role of Google in Local Search Results

As noted above, Google has the power to position your business in front of your ideal audience. How often this occurs and where you rank on local listings depends on search engine algorithms. These processes use AI to parse through data to match the right results to each user. Location is a significant factor for anyone searching for a business within their vicinity.

An impressive 9 out of 10 consumers say they make efforts to patronize local businesses. Google knows this, but requires help from you to be effective. That’s why having a Google Business Profile full of accurate information is vital to gain a top position on their Search Engine Results Page (SERP).

When you show up more often in local search results, you’ll add to your credibility and Google users will become more familiar with your brand. That’s why every digital marketing strategy benefits from the discoverability tools Google provides. Together, local customers can find the physical location of your business without planning an extensive scouting trip around town.

How Google Reviews Impact Local Online Marketing

For many consumers, the first stop on any Google Business Profile is the customer review section. This is where potential customers determine whether your brand is trustworthy and worth their consideration. No one wants to waste their time on a company whose feedback leans heavily toward negative customer experiences.

You might think that it’s better to avoid criticism altogether, but zero feedback from customers does little to soothe the concerns of newcomers. Shoppers are seeking signs of legitimacy, and that often requires online reviews from real customers. A local community vouching for your business is especially impactful.

Reputation isn’t just about word-of-mouth in the neighborhood, though. Plenty of testimonials matter to search engines too. Quality reviews, especially those with positive scores, factor into Google’s search result rankings for local businesses. 

Here’s why Google’s online reviews matter so much:

• 88% of consumers are influenced by reviews when seeking a local business
• 94% of consumers have read a review in the past year, with nearly 25% reporting doing so within the past 24 hours
• Over a quarter of consumers are seeking 4-star averages, but the overall average consumers required to move forward was 3.4 stars
• Approximately half of consumers said they’d travel farther or spend more to patronize businesses with better reviews
• 56% of consumers were influenced by the way businesses responded to their reviews

See our State of Reviews Report for more eye-opening insight into customer relationships with local businesses.

Google Maps, Google Business Profile, and Local Visibility

Your Google Business Profile should be as thorough as possible to gain the attention of potential customers. The more quality information you include, the more Google has to pull from whenever someone is hunting for their next stop using their search engine. Plus, all that detail helps viewers gain clarity without needing to look in multiple places.

How does a Google Business Profile help small businesses?

• Google makes it easier for local customers to find you via search
• Showing up on Google makes your business look more legitimate
• Google is a one-stop shop for everything many customers seek
• Most customers like seeing reviews before trying out a new business
• You can gain insight into who is viewing your business profile

There are several ways your local marketing strategies can go above and beyond, showing Google users that your business is the solid choice. Below are a handful of tips to drive foot traffic toward your brick-and-mortar location.

Tips for Local Listing Optimization on Google Business Profile:

1. Location, location, location!

Make sure your map pin is in the correct location on the map and verify it with Google. Doing this will improve your rankings and make sure new customers make it to their destination without confusion. Google’s trifecta for pointing the local community to the right business is relevance, distance, and prominence. Can you snag all three?

2. Stay on top of curious inquiries

Q&A is a feature within Google Business Profile that allows customers to ask questions that can be answered and displayed. Providing swift and thorough responses can lead to an uptick in conversion rates. You’ll be helping the person who inquired along with anyone else viewing Google for local businesses.

3. Interact with every customer review posted

We recommend responding to customer reviews with appreciation for their honest feedback. This is a welcome gesture regardless of whether the Google Review was positive or negative. However, if the customer had a problem, it’s especially critical to apologize for their poor experience and provide follow-up steps when possible.

4. Scope out the competition for weaknesses

Evaluate the business profiles of your local competitors on Google and look for opportunities to highlight where you shine in comparison. Perhaps you have more convenient operation hours or a virtual tour of your commercial space. You can also use Google’s user-friendly integrations for tasks like ordering takeout, making reservations, or requesting a quote.

5. Let viewers know what’s in stock

Use Google’s Pointy feature to showcase your inventory right on your Google Business Profile. Local customers will appreciate gaining a heads up before hopping in the car. Plus, Pointy uses automation to make the process easier while Google provides enlightening statistics you can use to promote your business.

6. Use About posts to keep viewers informed

Google Business Profiles have a feature that allows business owners to add a special update section to their profile. These posts could be a special offer, upcoming events, or urgent notices. Sharing relevant information helps engage your audience and can increase sales or alert nearby customers when you have important announcements to share.

Your Online Presence is Your Not-So-Secret Weapon

Hopefully, you’ve gained a good understanding of why even small businesses should pay attention to their appearance on Google. Pure optimism isn’t enough when marketing a business and you must take an active role in fostering a positive online representation for the brand you’ve built. A strong Google Business Profile with an appearance on Google Maps is a great way to reach your goals faster.

But wait! Is there anything else you can do to maximize your online presence using Google? Yes, indeed! Create a professional website that follows best Search Engine Optimization (SEO) practices so your business soars upward whenever someone conducts a local search for the goods and services you provide. This means ensuring your site looks great on every device, providing a user-friendly experience, and including outstanding content with the best keywords.

Another way to boost your online presence along with additional local SEO is to make your brand ubiquitous. In addition to your own website URL, Google ranks plenty of other reputable websites that can increase your credibility. Create social media profiles on the platforms your customers use the most and post new content regularly, so Google knows your profile isn’t a dead end. This will also help you build communities around your brand, which is an excellent addition to your local marketing strategy.

You can also invest in Google local services ads to spread the word. Google Ads use a pay-per-click (PPC) pricing model and display at the top of traditional Google search results, putting less pressure on other search engine optimization methods. Beyond excellent exposure, Google Ads campaigns offer great flexibility for small business owners because they allow you to set a monthly budget cap and pause impressions at any time.

Improve Your Online Presence with Podium

Looking for more local marketing strategies to promote your business? Reputation management for small businesses is why Podium exists. We’re here to help you gain more control over your brand perception with a set of digital marketing tools that complement those offered by Google.

We don’t expect you to dive in without an in-depth preview first. Give our 14-day free trial a chance, and you’ll understand why so many businesses show appreciation for our services every day.