Google Maps is about more than helping you get from A to B. It is a valuable marketing tool that connects businesses with local customers – something most estate agents could benefit from.
A few years ago, Google launched Google My Business, now called Google Business Profile (GBP), to help searchers find companies close to them. Using Google Maps functionality, GBP gives searchers information about local businesses, including reviews, photos, videos and Q&As.
If you’re not sure what we mean, type ‘estate agents + near me’ into Google. You’ll see a map and a list of three nearby businesses, with contact information and review scores. This is known as the Local Pack. Click on any of the pack entries, and you’ll see a more detailed listing with photos, reviews and more.
As long as your property business has a physical location, you can register with GBP – for free.
We all know the importance of mobile in search, and the majority of mobile searches are for local businesses. Even if your property business does not rely primarily on local trade, research shows that many searchers feel more positive about a company near them.
Good, regularly updated GBP profiles really do attract customer attention but they also do a great job in boosting search rankings. So, it’s baffling that many estate agency owners have either failed to create a profile or allowed theirs to dwindle, unloved and full of dated information.
If you want to take advantage of the opportunities offered by Google Maps and GBP, read our quick guide to improving your GBP profile and making the most of its features.
If you haven’t done so already, you need to create a GBP account on the Google Business Profile page.
Sign In with an existing Google account or use the Get on Google button to create one. Completing your GBP profile is simple and there’s a visual guide to its various functions plus some FAQs if you need help. You will need to update your business information, including your address (full, correct postal one), phone number and the services you cover.
Make sure you answer all the questions Google asks you to get the most from your profile. Google will then ask you to verify that you manage the business. This may take a couple of weeks.
Once done, Google will use your business information in local search results and give you the ability to read and respond to customer reviews and get insights on how people are searching and from where.
Don’t forget to update your profile with anything new, such as changes to your opening hours or any new services. Go into your GBP profile to edit your contact information, business description, hours, website URL and more.
Google gives you the opportunity to introduce your business here with 750 words descriptive text. The first 250 words will show up, so this is the most crucial. Use it to write a compelling description of what you do, adding links to relevant areas of your website. But don’t cram it with irrelevant links and keywords in the hope of a better ranking, Google won’t like that. A bulleted list of your services may work better than a long narrative.
Don’t forget to keep the images of your business up to date. As a default, Google will add its Street View image, but these sometimes look less than inspiring, especially if they are getting old or the premises surrounding you look tatty. Read more about changing the photos that appear on your GBP page. You can also add 30-second videos, for even stronger customer engagement.
Reviews are important; they can make your business stand out. Plus, research has shown that consumers often trust online reviews as much as personal ones. They also impact on search results. Unlike Yelp, Google allows you to solicit reviews from customers – as long as you don’t apply pressure or offer bribes. If you receive reviews, good or bad, make sure you respond – it shows you’re monitoring traffic and that you care.
TIP: Read our article on how to respond to Google reviews.
Another useful interactive feature of GBP is that your customers can ask questions for you to answer. As with reviews, you need to keep on top of this and make sure there are no unanswered questions lurking there. Also, be aware that anyone can answer a question, not just the verified business owner, so it’s even more important to get in first with the answer you want recorded.
Have you ever wondered if there’s a way to advertise on Google for free? The posts feature might be your answer. Posts allow you to create social media-type posts or mini ads, which show up in your listing. Just log in to your account and you’ll see a post button. You can add photos, links and a call to action. They are particularly good for forthcoming events or promotions – maybe your property of the week – but make sure you update them regularly.
There isn’t too much you can do about bad reviews. If the person has made a fair comment, do what you can to put things right and respond. A one-star review that looks like it’s from a troll might be best refuted then ignored.
If you receive a bad review, which you feel breaches Google’s guidelines or is libellous, you can flag it as such (click on the three vertical dots in the upper-right corner of the review, then click ‘flag as inappropriate’). You can also contact Google support through your GBP account. The important thing is to keep an eye on your reviews and always know what people are saying about you and be quick to respond.
Building citations – mentions of your business across online directories, websites, and social platforms – is an important factor when looking to rank your listing in the 3-pack.
Search engines use citations to verify the legitimacy and accuracy of your business information, the so called NAP (name, address and phone number) and thus helping to build trust and authority. A strong citation profile can enhance your online visibility and push the ranking of your GBP listing into the top 3 positions. This will result in an increase of equiries by local landlords and vendors, so it’s something definitely worth investing in.
However, building and maintaining citations can be time-consuming. Ensuring your business details are consistent across multiple platforms is essential, as even small discrepancies can negatively impact your rankings.
We offer a comprehensive citation-building service to strengthen your online presence and improve your Google Maps rankings. From as little as £85 per month, we can ensure your business appears in the right places, with accurate and optimised information.
Get in touch today to find out how we can help boost your local rankings and attract more local clients!
Google Business Profile is a free tool managed by Google, offering businesses and organisations the ability to show their local business based on their physical location. The tool will show your branch or office on Google Maps and allow you to add information, such as address, phone number, images, and even encourage 3rd-party reviews. If you verify and edit your business information, you can both help customers find your business and tell them your story.
Absolutely. Google Business Profile does not replace your website; quite the opposite. It complements it. Although your website may already be ranking for your services in your location, Google Places lists businesses in the so-called ‘3-pack’ – a dedicated section in the search results, which only shows businesses registered with Google Business Profile.
Yes, anyone can suggest a change or an edit to your business listing. This includes people you don’t know, including your competitors. These user-generated changes can be made live on your listing, provided other people verify them. This includes changing your physical business location.
After you add and verify your business on GBP, it typically takes a few days to a couple of weeks for your listing to appear on Google Maps and Search. The verification step — often via postcard, phone, or email — confirms your ownership and helps protect your listing.
Yes — you can edit your business information at any time in your Google Business Profile dashboard. This includes changing your address, contact details, business description, opening hours, photos and services to keep your Maps listing accurate and up to date.
Yes — a verified and fully optimised Google Maps listing increases your visibility in local search results and can help your business appear in the “Local 3-Pack” on Google Search, driving more enquiries and foot traffic from nearby customers.
Yes. Art Division can help you set up, verify and fully optimise your Google Business Profile to maximise visibility in local search results. This includes optimising your business description, categories, services, images, local SEO signals and review strategy — all of which play a key role in improving your chances of ranking in Google’s Local 3-Pack. Ongoing management ensures your listing stays competitive, compliant and visible to potential customers in your area.
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