Update: Google My Business is now Google Business Profile
What is Google Business Profile for HVAC?
Google Business Profile is a free profile and tool for HVAC companies to showcase their business on Google Search and Google Maps. Business owners must verify their business (via postcard) to edit information and manage the profile. Once verified, a GBP listing showcases your company’s business name, phone number, hours of operation, and other promotional content.
Why Small Businesses Utilize Google Business Profile
The bottom line for marketing any business in the digital age is the same as decades ago: making your business as visible as possible. And today, you aren’t making your business nearly as visible as it can be if you do not have it listed on Google Business Profile.
Just as the name implies, Google Business Profile is a business listing service offered by none other than Google. It’s a platform that allows businesses large and small to be more visible to Google users. And there are plenty of those. Over a billion people currently use Google products and services like Gmail, Google Maps, and Google Business Profile.
For better or worse, Google is mammoth. Whether you are watching YouTube or performing a simple search to help you decide on dinner tonight, your life is being affected by Google.
And as an HVAC contractor, you can leverage the unfathomably huge audience that Google boasts for the success of your business. Today we are going to be talking about how your Google Business Profile can gain you more customers, increase brand awareness, and how you can utilize it for maximum effect.
Why HVAC Contractors Need a Google Business Profile
Some of you may be asking why you need a Google Business Profile (GBP) listing in the first place. Maybe your HVAC business is doing fine without one. Or perhaps you are just reluctant to spend time setting one up. Whatever the reason, there are vital benefits both for fledgling HVAC businesses and established ones. The three main benefits of GBP are:
The local three-pack shows up at the top of 93% of local Google searches. Without a GBP listing, you have no hope of getting your HVAC business indexed on the local three-pack. And in case you were wondering why the local three-pack is so important, an overwhelming majority of Google users click on the top 3 search results and rarely click on lower results.
Since so many people start their research into local businesses with a Google search, GBP usually accounts for people’s first interaction with business reviews. GBP offers a platform for people to leave reviews of companies. Your aggregate rating is prominently displayed when your site company appears on relevant searches. And customer reviews are a huge commodity in digital marketing.
When you set up your GPB profile, you will see how people find your business, what keywords they are using, and even what kinds of people are looking at your profile. Google data can give you invaluable insight into who you should target in subsequent marketing and ad campaigns.
And if that all wasn’t enough, Google Business Profile is free. A GPB listing will cost you nothing to set up or maintain.
Setting up your GBP Profile
Setting up your Google Business Profile is very easy. It all starts here. You enter the name of your business and fill out the prompted information during the setup process. Creating a new listing is a straightforward process that you can easily navigate by clicking the link above. So we’ll skip the details of that part. And luckily, “HVAC Contractor” is an established category on GBP, so you don’t have to worry about your business category not being available.
But we will walk you through solving some of the problems you may encounter while setting up your HVAC Google Business Profile.
You may not have a central office or location as an HVAC contractor. You may operate out of your home. You must have a physical address for your business for Google to verify you, so you will have to list your home address in this case. But that doesn’t mean you have to display your home address online for the world to see.
If you don’t want your address listed on your GBP profile, log in, click on the “Info” tab and look for your address listing. There should be a pencil icon next to your address – click it to open the editing menu. Towards the bottom of the menu, you will see an option for “Clear Address,” click it. Then click “Apply,” and your address disappears on your public GBP page.
Adding Multiple Locations
If you have more than one office serving different areas, you can manage all of them from a central GBP account. Head to the “Location Groups” tab once signed into your GBP account. Click the “Add Location” option to add a single location or import locations.
If you have more than one place to add, choose import location and receive a template to fill out with all of your business location information. But if you want a single spot, click “Add single location” and fill out the fields.
If you find a claimed business matching your company info, you have already created an account, or someone else has. If someone previously claimed your business, Google will give you a hint for their email address. If this doesn’t help, you’ll need to choose the option for “Request Access.”
You will then provide business and contact info to help verify that you are the business owner. Google will then contact the person who claimed the company and get back to you within a week.
Check with other team members about existing Google Business Profile listings that may be attached to their Gmail addresses.
Getting the Most from GBP
Now that your HVAC Google Business Profile is set up, it’s time to optimize it for maximum customer response. Here is a list of essential optimizations you should make for your GBP profile:
Q & A’s
GBP allows you to populate your GBP listing with Q & A’s regarding your business. It’s a good idea to fill out some essential Q & A’s about your business when your page goes live. Think about the most common questions you have heard from customers in the past and add them to your profile. Another tip: customers can also provide answers to questions about your business to review any customer contributions for accuracy.
Adding high-quality, relevant photos to your GBP listing can improve click-through rates by 35%. That means 35% more people will click on your website if they see that you have photos on your GBP listing. The images you add should be relevant to your business and your services. They could be photos of you and your crew, your service vehicles, and on-site work. Make sure the images are high-definition and not blurry.
Add Service Locations
As an HVAC contractor, you more than likely service more than one city or area. You must list these service areas on your GBP page. There’s a simple tutorial on recording multiple service areas on your Google Business Profile here. Just make sure you list all the places you service to show up on more local intent searches.
NAP stands for name, address, and phone number. Google doesn’t like inconstant NAP information and will omit listings for the same business if their NAP info differs from one site to another. It may seem mundane, but it’s a mistake many people make.
You have to make sure that your business name, phone number, and address are listed and spelled the same way across all platforms. That means your official website, your GBP account, and any review websites you may be listed on (and you should be listed on all of them, by the way).
Being thorough with service listing will also help you appear in more searches. Make sure to add every HVAC service you offer on your GBP page. Don’t forget to update your service list if you have recently added new services to your repertoire.