Pretty bold statement, but it’s true. You may think your website is your hardest-working element when it comes to your online marketing strategy. But think again: your Google My Business listing is actually the workhorse in this relationship.
If you’ve been putting off creating your Google My Business listing till now, or you have one but you just set-it-and-forget-it and don’t maintain it, you’re doing your business a great disservice. GMB is, in fact, no longer optional; rather, it’s a critical element of any business’s online presence and is very often the first place people will search for up-to-date information about your company, points out Forbes. This is why it’s absolutely imperative that you keep your listing refreshed and current. If you don’t, you can kiss all those potential customers and patients goodbye. A recent Google report revealed that 60 percent of smartphone users contacted businesses directly through the GMB interface via the “click to call” option.
By optimizing your GMB account, you can:
- Improve your business’s local SEO ranking exponentially.
- Give an immediate first impression for those who are searching for businesses like you and are met with all the pertinent info they need right there on the right-hand side of the search results.
- Help consumers find your business with Google’s mobile map and directions app.
- Allow customers to send messages right to your company phone or email you via the GMB interface.
- Display reviews under your profile in order to snag social credibility.
- Allow patients and family members to book appointments directly through the GMB listing.
- Allow people to ask questions, and anyone can answer them publicly.
So, now, back to the crux of our blog: why does your GMB listing produce more leads than your website?
GMB Drives More Leads!
Experts agree that Google My Business fuels substantially more leads than any other source for small businesses. In fact, on average, businesses with an optimized Google My Business listing appear on 1,000 searches per month, many of which are first-time impressions. And five percent of GMB searches resulted in some kind of action (calling numbers, leaving reviews, booking tours, and consultations, etc.). Overall, the number of leads from Google My Business has increased exponentially over the last few years.
This is even more so for local home care companies or caregiving agencies. Google decides who gets top billing when someone performs a search for, say, “elder care services near me.” if you haven’t optimized your GMB listing but a bunch of your competitors has within a certain demographic area, you can bet good money that their information will pop up in the local three-pack and certainly on the first page.
Take a look at these stats:
- 68% of people contact a business directly from search results, according to Search Engine Land.
- 93% of local searches feature Google My Business listings.
- 46% of all Google searches have a local intent, says Hubspot.
- Local “near me” Google searches grew by more than 100% globally in 2021.
GMB has been growing in prominence on how and when their listings show up in search results, putting the customer first when it comes to what they find value in.
In short, a GMB profile that is correct and well maintained is an indispensable channel in regard to lead generation. The overwhelming impact made by Google on the way consumers search and select can’t be ignored.
Now, with all this being said, don’t think that you don’t need a website at all. Ideally, you should have both, along with a strong social media presence. Keep in mind, that while a GMB listing makes your elder care business information more visible in search results, it doesn’t give you the high level of control and customization that a website does. Plus, a website makes it easier to stand out from competitors in ways that a GMB listing can’t fully provide.
If people are visiting your website rather than strictly finding you through GMB, you still retain full control over the messaging and content, while the experience of interacting with your business online through the GMB listing is handled solely by Google. It’s important to note the fine line to walk between optimizing your listing and utilizing the full potential of your website. The end goal should be to become highly visible on Google My Business, while still getting conversions through your website.
Contact A Servant’s Heart Web Design and Marketing
Fortunately for you, we do both here at A Servant’s Heart Web Design and Marketing. We take a multi-pronged approach to your online marketing campaign, creating and maintaining your website, GMB listings, reviews, social media accounts, and much more. These elements are all designed to work in harmony with one another for the best results. And if you haven’t optimized your GMB listing yet, don’t worry, we can help you with that. To learn more, contact us at 760-227-2720.