2023 Update: Transitioning from Google My Business to Google Business Profile
Since our original case study in 2019, notable changes have occurred, including the shift from Google My Business to Google Business Profile. This update aims to provide insights into the current status of this case, its performance metrics, and ongoing developments.
After a break in our case study efforts, we conducted an internal analysis focusing on our Google Business Profile. Initially intended as a test, its success led us to present it as a case study. The recent launch of our Google My Business guide further fueled our enthusiasm for this project.
This case study serves as an exploration rather than concrete evidence. Our conclusions, including a projected 68% increase in traffic, are based on insights, analytics, and experiential observations.
Our aim was to bolster traffic to our Google My Business Page, a common goal for businesses seeking online visibility. Despite robust traffic from Google, our Google My Business Page lagged behind. Through GMB insights, we identified a misalignment in user intent, reflected in the keywords we were ranking for.
Our primary objectives were to enhance visibility on our Google My Business Page and refine user intent, particularly for key search terms like “web designer” and “SEO company.”
Our approach was straightforward: engage with our Google My Business Page approximately once daily for a month. Throughout this period, we meticulously documented all modifications made to our listing. Notably, the proactive tone of Google My Business’s communications, both via Twitter and email, underscored their emphasis on active page management. Traditionally viewed as a “set and forget” task, our strategy aimed to challenge this perception, recognizing the importance of ongoing engagement beyond occasional updates like image uploads.
By implementing this strategy, we aimed to not only increase traffic but also align our page with user intent, ultimately enhancing our online presence and accessibility.
About a week into the process, we began to observe a rise in traffic to our listing. We can only speculate that this surge in traffic was a direct outcome of our efforts to enhance our Google Business Profile.
On a typical day, we receive 4-6 phone calls for services from various channels such as Google Search, Google Maps, Facebook, Instagram, emails, and advertisements. It’s worth noting that the accuracy of “calls to you” may vary, as some individuals may jot down the number and call from a different phone or manually input it.
We also received 4 direct leads via the GMB “message” feature, which is forwarded directly to a cell phone. Website visits also proved fruitful, with several resulting in phone calls or emails. Furthermore, a number of visitors returned to our website at a later time for further information. In our industry, it’s common for individuals to browse a website without immediately contacting for additional details, sometimes waiting days, weeks, or even months before reaching out.
This month, the total actions on our profile increased from 22 to 32. Last month, out of those 32 actions, 9 were individuals requesting directions. I assume all 9 of these were either existing customers or potential staff members coming in for interviews. I have no doubt that our efforts contributed to increased visibility for our business.
Our industry is highly competitive, with numerous SEO companies and web designers operating within a 25-50 mile radius. Despite our nearly 6 years in business and our diligent efforts in search marketing, competition remains intense. Therefore, receiving a few extra phone calls per week is significant for us. We prioritize onboarding customers who align with our values and whom we genuinely believe we can assist. Consequently, we often decline potential clients or refer them to more suitable alternatives.
We’re not keeping this method to ourselves. Anything that works well for us, we’ll apply to our clients too. We tried the same tactic for one of our clients and saw an 80% increase in customer actions over two months. We followed a similar process, starting by removing most of the old images—many of them were blurry. Then, we selected the best photos and added them to the client’s Google Business Profile over a few weeks.
Maintaining an active and accurate Google Business Profile seems to enhance visibility. At worst, it may not yield significant results but still presents a more professional image for our brand.
Google actively promotes engagement with Google Business Profile. Additionally, there’s speculation within the SEO community about Google potentially introducing a monthly fee for listings, as hinted in a recent survey.
