As a brick-and-mortar business with an e-commerce presence, you’ve already taken a powerful step by expanding online, allowing you to reach a broader customer base and meet shoppers where they are. But to truly maximize your visibility and build trust both locally and online, there’s one tool that can amplify your reach significantly: Google Business Profile (GBP). Often viewed as a local-only tool, GBP is actually a crucial element for businesses that blend physical and digital operations, bridging the gap between in-store and online sales. Here’s why actively managing your Google Business Profile can benefit both your physical location and your e-commerce website, helping you attract more customers, build trust, and grow sales.
1. Increase Local and Online Visibility
Even though you have an e-commerce website, it’s vital to capture the attention of customers searching for local stores in your area. When potential customers search for businesses near them, especially on mobile, Google prioritizes local results. An optimized Google Business Profile with accurate information, photos, and regular updates signals to Google that your business is relevant, trusted, and ready to meet customer needs—whether they visit your physical location or make a purchase online.
Moreover, for customers browsing Google Maps or local search, your GBP can be their first introduction to your brand. If managed well, it creates a seamless entry point to your online store, offering you the chance to capture both local foot traffic and online shoppers in a single listing. This hybrid approach can lead to greater overall brand visibility and a stronger market presence.
2. Build Trust with Local and Online Customers
Today’s consumers prioritize trust and reliability when choosing businesses to support. A well-maintained Google Business Profile builds credibility by displaying your business details—address, hours, website link, contact information—all in one easily accessible location. GBP also allows you to showcase customer reviews, which play a critical role in shaping a business’s reputation. Customers who see a highly rated business with recent positive reviews are more likely to trust that business, whether they’re shopping in-store or online.
Responding to reviews also shows customers that you value their feedback and are actively engaged with your community. This transparency and responsiveness can make potential customers more comfortable purchasing from you, knowing that you care about their experience. With GBP, you’re not just increasing visibility—you’re building the kind of credibility that drives customer loyalty and retention.
3. Drive More Website Traffic and E-Commerce Sales
Your Google Business Profile is not only a tool for local customers to find your store; it’s also an effective way to increase website traffic and grow e-commerce sales. With links to your website, online menu (if you’re in food service), or specific product pages, GBP serves as an entryway to your online store, turning search engine users into e-commerce customers.
Moreover, Google provides valuable insights into how users interact with your GBP. You can see metrics like how many people clicked on your website link from your profile, searched for directions, or called your store. These insights help you understand how well your GBP drives traffic to your website and allows you to tailor your marketing strategy accordingly. For example, if you notice a spike in calls, you might add a call-to-action to your website encouraging customers to visit your physical store as well.
4. Showcase Products, Services, and Special Offers
With Google Business Profile’s “Products” and “Services” features, you can highlight specific items or services to attract more attention. This is especially useful if you offer in-store exclusives or limited-time discounts that customers won’t find online, as it creates a sense of urgency and encourages both in-store visits and online purchases.
The “Posts” feature also allows you to share updates, announce new products, or promote sales and events directly on your GBP. Posts appear on your profile, offering customers timely information and a direct link to your website or e-commerce page. By regularly updating these sections, you keep your profile fresh and dynamic, ensuring that potential customers are informed about the latest offerings and are more likely to convert.
5. Improve SEO for Both Local and Online Searches
Search engine optimization (SEO) isn’t just for your website—Google Business Profile can boost your search rankings as well, especially for local searches. When users search for keywords related to your business, an optimized GBP can appear in the coveted Local Pack (the three businesses highlighted at the top of search results), driving more attention and traffic.
Google uses GBP information to understand what your business offers and what it specializes in, making it more likely to display your profile for relevant queries. By optimizing your profile—adding keywords to your business description, selecting relevant business categories, and keeping details current—you increase your chances of ranking for both local and relevant industry searches, ultimately boosting traffic to your website.
6. Cater to Mobile Shoppers
With mobile search on the rise, especially for “near me” queries, having a mobile-optimized Google Business Profile is essential. Many consumers search for products or services on their phones while on the go. By managing your GBP, you ensure that these mobile customers can find all the information they need at a glance, including location, hours, and links to shop online.
This is especially useful for e-commerce businesses with a physical presence. Shoppers may see something they like in your profile, explore your website, and make a purchase—all from their smartphone. Google even offers mobile-friendly features like direct messaging, allowing customers to ask questions and get answers immediately, increasing the likelihood of conversion.
7. Leverage Insights to Make Data-Driven Decisions
Google Business Profile offers insights that allow you to see how customers are finding and interacting with your business. These insights include data on how many people viewed your profile, clicked on your website, called your store, or requested directions. This valuable information gives you a clearer picture of customer behavior and helps you tailor your marketing efforts.
For instance, if you notice that most clicks occur on your website link, you might invest in more website-exclusive promotions or improve your site’s landing pages. With a data-driven approach, your GBP can help you make strategic decisions that support both in-store and online sales growth.
Unlock the Power of Google Business Profile for Your Hybrid Store
Your Google Business Profile is a powerful, often underutilized tool that allows you to showcase your business to both local and online audiences. It serves as a bridge between your physical location and your e-commerce website, giving customers a seamless way to learn about, interact with, and purchase from your business. By actively managing your GBP, you position your store for growth, increase trust with your audience, and create a unified experience that supports both in-store and online success.