When talking about web visibility, many business owners pit the famous Google My Business profile (now "Google Business Profile") against the creation of a website. However, the true power of local SEO lies in their combination. Explanations.
1. The Google Profile attracts, the Website converts
The Google profile is often the first point of contact: it's what appears in Google Maps when someone searches for "Bakery" or "Italian Restaurant". It provides your hours and address. But what happens next? The user clicks on the "Website" button to see your menu, your universe, your prices. If there is no site, or if it redirects to a Facebook page, trust drops, and the booking or visit is likely to be canceled in favor of the competitor across the street.
2. A website boosts your Google profile ranking
Google's algorithm is smart. To determine the display order of Google Maps profiles, it relies heavily on "relevance". If your Google profile is linked to a structured, keyword-rich, well-coded, and regularly updated website, Google will judge your business as more "serious" and "relevant". Consequence: your profile will naturally move up to the top results (the famous "Local Pack").
3. A reassuring presence for your customers
On your Google profile, you can collect reviews. That's great. But on your website, you can contextualize these reviews, tell your story, show high-definition professional photos of your establishment or your dishes, and answer frequently asked questions (FAQ). The duo is highly reassuring for new customers.
4. Controlling your brand image
Google standardizes the presentation of all business profiles. It's practical, but you blend into the crowd. The website, however, is entirely in your colors. It's the opportunity to stand out through design, offer direct online booking (without paying commissions to third-party platforms), or offer Click & Collect.
In short
Do not see the Google profile as a substitute for a website, but rather as the front door that leads directly to your storefront. Both are inseparable for a successful digital strategy at the local level.