Connecting a website to a Google Business Profile (GBP) – formerly Google My Business (GMB) – is a crucial step for U.S. businesses aiming to improve their local search visibility. The data indicates this integration informs Google about a business’s online presence and can lead to increased website traffic and customer engagement. This article details the process of linking a website to a GBP, the benefits of doing so, and preparatory steps businesses should take.
The primary method for linking involves embedding a Google Map of the business listing onto the website. This is achieved by accessing Google Maps, searching for the business, clicking “Share,” selecting “Embed a Map,” and copying the provided HTML code to paste into the website’s code.
Adding a website to a GBP is described as a “game-changer” for local businesses seeking to improve their search rankings within their geographic area. The connection signals to Google where to direct potential customers, functioning as a “digital billboard” when users search for relevant services nearby. The process requires full ownership of the business profile, which often begins with claiming an existing listing if one has been automatically created by Google. Verification typically occurs via postcard, though phone or email verification may be available in some cases.
Preparing for Website Integration
Before linking a website, businesses should ensure all business information is organized and consistent. The source materials emphasize the importance of a comprehensive list including the complete business name (exactly as registered), full address with suite numbers, primary and secondary phone numbers, detailed business hours (including holiday schedules), service areas, business category (primary and secondary), and the website URL itself.
Gathering high-quality photos is also recommended. Google allows up to ten photos per category, and businesses with photos receive a 42% increase in requests for driving directions and a 35% increase in click-throughs to their websites.
Adding schema markup to the website’s code is also advised. Specifically, the use of LocalBusiness schema, including details like operating hours, services offered, and contact information, helps search engines better understand the business information. Installing Google Analytics and Google Search Console is also recommended to track website performance and gain insights into user behavior.
The Linking Process
The data outlines several methods for linking a website to a GBP. One method, detailed in Source [3], involves navigating to Website Builder settings within a one.com control panel, creating a listing (if necessary), and then connecting the listing.
Source [4] provides specific steps within the GBP interface: navigating to the “Contact” tab within “Business information,” clicking the pencil icon next to “Website,” entering the URL, and saving the changes. It is noted that changes to the website URL may take up to three days to be reviewed and updated by Google.
Benefits of Website Integration
Connecting a website to a GBP offers several advantages. The integration allows Google to crawl and index website content, associating it directly with the local business profile. This enables Google to better understand the business’s offerings, service areas, and expertise, leading to more accurate matching with relevant search queries.
The connection also facilitates the display of rich snippets and enhanced business information in search results. Google can pull details from the website, such as specific services, pricing, or special offers, and display them alongside the GBP listing. This increased visibility can help a business stand out from competitors.
Furthermore, the integration strengthens the business’s digital footprint, which search algorithms recognize and favor in local search results. The connection is described as a two-way benefit: the website gains from the local signals generated by the GBP, while the GBP gains credibility and depth from the professional website presence. Increased click-through rates are also observed, as customers can easily navigate between the GBP listing and the full website.
Alternatives to Google Business Profile Websites
Prior to March 2024, GBP offered a website-building service, but this has been discontinued. Businesses previously using this service must now explore alternative website options. However, linking an existing website to the GBP remains essential for maintaining online presence and credibility. The source materials suggest considering free websites provided by other platforms as alternatives. The purpose of the GBP should be considered when deciding what page to link to – whether to provide further product information, facilitate purchases, or collect customer information.
Conclusion
The provided source materials consistently demonstrate the importance of linking a website to a Google Business Profile for enhanced local SEO. The process, involving embedding a map or directly adding the URL within the GBP interface, strengthens a business’s online presence, improves search rankings, and drives more traffic to the website. Businesses should prioritize accurate and consistent business information, high-quality photos, and schema markup implementation to maximize the benefits of this integration. While Google previously offered a website-building service within GBP, businesses must now utilize alternative website platforms and focus on linking those sites to their GBP.