Referencing your business on Google: The complete guide

Today, being visible online represents a major opportunity for any company, whatever its size or sector of activity. Google as a search engine the world's most widely usedWhen consumers are looking for a service, a product or a company, the first thing they think of is the brand. This is why strategies must be put in place to how to get your business listed on Google. In this article, we'll look at how reference your company on Google, to attract more customers and develop your business

Why list your company on Google?

Attracting new customers

Today, the majority of customers start their Internet research before buying a product or using a service. By having a presence on Google, you increase your chances of being found by people who don't yet know you, but who want to find you. are looking for precisely what you're proposing. If your company appears high up in the search results, there's a good chance they'll click through to your website. 

Increase your local visibility

Visit local referencing is one of the best ways to make yourself known in its geographical area. This is particularly useful for convenience stores or local service providers. Thanks to a complete and optimized listing, your company can appear in the Google local packwhich represents a highly visible area at the top of search results.

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Stand out from the competition

Your competitors are probably already on Googlesimply being present is no longer enough. That's why you need to optimize your company's SEO to appear on Google, but above all to position yourself above your competitors. Appear at at the top of search results represents a great advantage that can make all the difference in terms of visibility, traffic and, ultimately, customer conversion.

Google My Business: The foundation of local SEO

What is Google Business Profile 

Google Business Profileis a feature offered by Google to enable companies to manage their online presence in Google search results and on Google Maps. This takes the form of a establishment card which appears when you search for a specific company or type of activity in a given geographical area. This sheet lists important information to know of the company.

Creating your Google Business Profile: Step-by-step guide

To create your file, go to the official Google Business Profile website (business.google.com) and log in with your Google account. If you don't have one, you'll need to create one. create one.

Information to be provided

As soon as you create your listing, Google will ask you for a set of information to be filled in with precision:

• the name of the company ;
• l'physical address complete: whether you have a store, an office or a place where you receive customers ;
• the number telephone number ;
• the site web (optional but recommended)
• your activity so that Google understands what you're proposing.

Activity categories: The optimum choice

Your choice of field of activity is important, as it determines which searches your listing will appear in. If Google doesn't clearly understand your business, it will have trouble showing you to the right people, which is why it offers a predefined checklist.

You must add a main categorythe one that best describes your core business. Google also lets you add secondary categories, which can be very useful. if your company is multi-faceted. 
Example: "Italian Restaurant" could also be "Pizzeria" or "Caterer". This increases the chances of your company appearing in various searches related to your business.

Optimizing the description to attract customers

Visit description of your company is a space for present your businessIt's all about you, your values and what makes you unique. To make the most of it, highlight your strengths, what sets you apart from the competition and include relevant keywords.

Photos and videos : The importance of visual enhancement

An index card with quality visuals attracts many more clicks. Internet users want to see before they choose. Images and videos give positive first impression of your company. On the contrary, a listing without photos looks sloppy, even unreliable. Here are a few examples of visuals to add to your Google Business Profile form : 

• photos of your local (interior and exterior) ;
• photos of your products or realizations ;
• photos of the team ;
• the logo of your company.

Of course, care must be taken to use images from good quality, well-framed, and above all up-to-date.

Catchment area: Define your exact catchment area

If you don't receive customers at a physical address (such as a home service provider), Google allows you to define a catchment area This is the geographical area in which you operate.

Opening hours: make sure they're updated regularly

Your opening hours are an important piece of information for your potential customers. It would be frustrating for a customer to come and find your place closed. So remember to indicate your opening hours for the whole week, including public holidays.

If your schedule changes temporarily (e.g. vacation, work, etc.) or permanently, Google allows you to specify special schedules which is very practical.

Contact information 

Plus your contact details are available and diversified, the more easy for your customers to reach you. Here's what you can see from your Google Business Profile:

• the number of phone principal ;
• the URL of the site web ;
• from appointment links or order ;
• Messaging Google: you can activate this feature to receive messages directly via your profile.

Responding to customer reviews 

Visit customer reviews have a major influence on the purchasing decision from Internet users. A highly rated form with professional answers immediately inspires confidence. So it's in your interest to encourage opinions.

Reply to reviews allows thank satisfied customers and build loyaltyit also offers the possibility of defuse any negative opinions (while remaining courteous). Finally, it shows future customers that you are assets and listening.

Regular posts: keep your company up to date

Google Business Profile allows you to publish posts (just like on a social network). It's a great way to show that your company is active. These posts can be used to : 

• announce a new offer, a promotion, an event ;
• share news ;
• highlight a product.

What should I do if my listing doesn't appear on Google Maps?

Sometimes your card does not appear in Google Maps results. There are several reasons for this:

• your card is not yet validated ;
• your information is incomplete ;
• you've chosen the wrong activity category;
• the competition is very strong in your sector, and Google favors other, better optimized or more active companies (in which case it's best to rework the quality of the listing).

The SEO of your website is not to be neglected, because Google also uses your overall online presence to decide whether or not to display your business on Maps.

Beyond Google My Business: Optimizing your referencing

Search engine optimization (SEO) for better positioning

Although Google Business Profile is important for local visibility, it's no substitute for a well-referenced website. Search Engine Optimization, or SEO, refers to all the techniques that enable your site to be indexed.'appear high in Google search resultswithout paying for advertising.

Relevant keywords : Identify the terms your prospects are looking for

The first step in SEO is to well select keywords on which you want to appear. To identify them, put yourself in your customers' shoes and demandez vous ce qu’ils saisiraient  sur Google pour trouver vos produits. Vous pouvez utiliser des outils de recherche et d’keyword analysis comme Semrush, Ahrefs ou Ubersuggest pour découvrir les mots clés fréquemment recherchés et leur niveau de concurrence. 

Website optimization: Structure, content and loading speed are important.

Visit structure of your site is important for SEO. It must be clear, logical and easy to explore. Each page must respond to a search intention precise, with content qualitative and unique. Titles must be hierarchical (H1, H2,...H6) to facilitate reading and help Google understand what each page is about.

A slow site discourages visitors, who do not hesitate to exit page to look elsewhere. Google considers loading speed of a site as a ranking factor. We therefore recommend compressing images, avoiding elements that are too heavy, and choosing high-performance hosting to optimize site speed.

Today, the majority of searches are carried out on smartphones, which is why it's important not to neglect the responsive design, allowing a site to adapt automatically to all screen sizes.

Inbound links : Get links from relevant, quality websites

Another aspect taken into account in natural referencing is the your site's reputation on the web. It is measured in large part by the quality and quantity of inbound links, also known as backlinks. These links come from other sites that redirect to yours, and they send a positive signal to Google. The more you get backlinks from sites relevant and well-positioned, the more authority your site will gain, and therefore the more visibility in search results.

Quality content

Google attaches great importance to richness, relevance and originality of content published on a site. This is the most important aspect of your SEO strategy. It's how Google understands what your site is aboutThis is what attracts, convinces and retains your visitors. Good content must above all be useful by answering questions asked by Internet users. Don't forget to naturally integrate key words in your content.

From SEO tools as SERPmantics can make your job easier. The tool helps you get a quality content qui répond aux intentions de recherches, et aux exigences des moteurs de recherche (que ce soit Google ou Bing). Parmi ses fonctionnalités on retrouve : 

• from recommendations on the elements to include in your content: number of words, titles, paragraphs, links, images, videos, tables and lists;
• the main research intentions for a request ;
• generation of titles, meta-descriptions and a plan of SEO-optimized content.

The tool also allows you to compare its contents to the first SERP results.

Paid search (SEA): Google Ads for fast results

Unlike natural search engine optimization, which requires time and a long-term strategy, the paid referencing allows you to gain immediate visibility. With Google Ads, you can make your company appear at the top of search results as soon as people search for specific keywords related to your business.

SEA is not a substitute for SEO. complementary. It enables boost your online presence in the short termThis is particularly important during a given period (e.g. business launches, promotions, etc.).

Google Ads campaigns: Defining keywords and targeting the right audience

Google Ads offers options for very precise targeting to make sure your ads are seen by the right people. 

The aim is to identify expressions that really correspond to search intent of your customers. For example, a keyword like "plumber" is too broad, whereas "plumber emergency leak Rouen" is much more targeted and relevant. By refining your keyword selection, you'll reach people who are genuinely interested in what you have to offer.

Local advertising: Attract customers from your local area

For a local companyGoogle Ads allows you to limit display of your advertisements to your area of intervention, be it a town, a department or a radius around your address. This allows you to save money and focus your efforts on the Internet users most likely to become customers.

Conclusion

Refer its business on Google represents an opportunity for any company wishing to grow, attract new customers and stand out locally. Thanks to Google Business Profile formit is possible to create a online storefront accessible at all times, with all important company information.

On the other hand, this is not enough on its own: a website well-structured and optimized for natural search engine optimization ensures a long-term online presence. Paid search, on the other hand, delivers fast, targeted results.