Key Takeaway:
Learn how to get started with some of Google’s free tools to improve your small business’s website.
Want to boost your online game? Google’s got your back. With free tools like Business Profile, Trends, Search Console, and Analytics, you can track traffic, optimize your site, and even outsmart your competitors. Let’s explore what these tools are and how to get started with using them so you can level up your website’s optimization and simplify your analytics.
Google Business Profile: The Foundation for Local SEO
Google Business Profile (GBP) is essential for local businesses aiming to boost their visibility. It lets you control how your business information appears in Google Search and Maps. You don’t need a physical storefront to set up a Google Business Profile, but you do need to provide a service area.
To get started, visit Google Business and create an account. Google will guide you through the process, but one key thing to note is that verification is required. This is done through phone calls or videos to ensure the legitimacy of the business.
One of the most powerful features of GBP is its Performance tool, which shows you metrics like profile views, platform and device breakdown (Google search mobile vs. desktop), and even the keywords people are using when they find your business. You can also see how many calls, bookings, and website clicks were generated directly from your GBP listing.
Pro tip: Regularly update your GBP to ensure your information stays accurate. Check your Google Business Profile’s information and profile strength on a monthly basis. Google sometimes adds new features, which you’ll want to fill in to keep your profile strength green.
Another key feature is local SEO data, showing you what keywords people search for to find your business. This can help you optimize your listings and improve local visibility.
Google Business Profile also lets you show off your business’s unique ownership type. So, if your business is woman-owned, veteran-owned, or minority-owned, displaying that can help your brand stand out in search results.
Lastly, don’t make too many changes to your profile at once. If you update your business’s URL, phone number, and other key details all at once, it may raise red flags with Google. Spread out your edits and ensure pending updates have been approved before making more changes.
“More people are Googling for and want to support local businesses based on ownership type. So, if you’re a woman, veteran, disabled, Indigenous, or minority-owned, show it off. It’ll help your brand stand out in Google search results.”
– Jennifer Shaheen, Technology Therapy® Group
Google Trends: Insights to Optimize Your Strategy
Google Trends is a tool that allows you to see what people are searching for on Google. This tool lets you compare two different search terms and find out which is more popular, view trends over time, and even see where in the world certain terms are being searched.
For example, if you’re in the planning stages of your business or are launching a new product, Google Trends can give you valuable insights into which keywords are popular in your area. Google Trends is a good tool for trend research as you work on your business plan. By knowing what’s trending, you can stay ahead of the competition and create content that resonates with your audience.
You can even filter the data by different categories, such as web search, image search, news search, and YouTube search. This is especially useful for optimizing your content for different platforms. Want to know what’s trending in your service area? Use Google Trends to find local keyword data, boosting your local SEO efforts.
“Google Trends is a good tool for trend research, especially if you’re a startup working on your business plan. If you want to see how something is trending in your market, this can be a really helpful way to do that.”
– Jennifer Shaheen,Technology Therapy® Group
Google Search Console: Managing Your Search Presence
Google Search Console is another essential tool for business owners with a website. It lets you know what and how people are searching for when they find your business. You can use it to monitor and maintain your website’s performance in Google Search. If you’re wondering what keywords you rank for or if there are any technical issues with your website, Search Console will provide those insights.
Start by adding your website to Search Console, then submit your sitemap (usually located at yourwebsite.com/sitemap.xml). Your website provider can help you find the URL if needed.
Search Console will give you an overview of how your site is performing, including:
- The keywords your website ranks for
- What pages are indexed
- Which websites are linking to yours
- Any website issues that need to be addressed
By regularly exporting keyword data and reviewing your site’s performance, you can make informed decisions about which areas of your site need improvement. It can also help you identify potential issues, like broken links or pages that aren’t indexed properly.
Google Analytics 4: Understanding Your Audience
Some people say, “I’m not interested in Google Analytics 4 (GA4) right now.” But you should be. Because you can’t get time back. (And this tool really saves you a lot of time!)
GA4 provides detailed insights into where your visitors come from and what actions they take on your website. It can track everything from user acquisition to ecommerce purchases and events, giving you a complete picture of how well your website is performing.
This tool shows how people are finding your site, including whether they came through:
- Organic search (via a search engine like Google or Bing)
- Direct traffic (typing your URL directly into the browser)
- Referral traffic (from third-party websites)
- Social media
You can also view detailed reports on user activity, such as page views, events, and conversions. One tip from the webinar is to take advantage of the Session Source/Medium filter, which helps you better understand where your traffic is coming from. This can be particularly useful for narrowing down your audience and focusing your marketing efforts where they’ll have the most impact.
“Some people tell me, “I’m not interested in Google Analytics right now.” But you should be. Because you can’t get time back. And this tool really saves you a lot of time.”
Two More Google Freebies
In addition to the more commonly used tools, a Google Merchant Center account and Google’s Ad Transparency Tool are two valuable resources that can boost your online business.
- A Google Merchant Center account is typically free for local businesses. You just have to integrate your e-commerce platform’s shopping cart with the Google Merchant Center. Once this has been set up, your products will sync directly to Google Shop. This makes it easier for potential customers to discover and purchase your items. This tool is especially beneficial for local businesses looking to tap into the growing trend of shopping local.
- The Google Ad Transparency Tool allows you to analyze competitors’ ads for insights. It’s particularly useful for startups looking to understand what’s working in their industry. You can view competitors’ ad titles, descriptions, imagery, and more, allowing you to gather ideas for your own ad strategy.
Takeaway Thoughts
Google’s free tools can significantly boost your website’s performance and audience insights. Whether you’re enhancing local SEO with Google Business Profile, tracking trends with Google Trends, monitoring your site with Search Console, or analyzing audience data with Google Analytics, these tools improve visibility and support data-driven decisions. Leverage them to optimize your website for success, no matter your business size.
Go Further with Google
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