Podcast Summary: "OPTIMIZING GOOGLE REVIEWS & BUSINESS PROFILES! Lisa Landsman on Boosting Online Visibility"

Podcast Title: Small Business Quick WINS w/ Jay Schwedelson
Guest: Lisa Landsman, Global Business Development, Google
Release Date: February 6, 2025
Presented By: Thryv

Introduction

In this insightful episode of Small Business Quick WINS, host Jay Schwedelson welcomes Lisa Landsman from Google to discuss the critical aspects of managing Google Reviews and optimizing Google Business Profiles to enhance online visibility for small businesses.

Handling Negative Reviews

Jay kicks off the conversation by addressing a common concern among small business owners: dealing with negative reviews. He poses a relatable scenario, asking Lisa, “I got my company, I got a bad review, I screwed up. What can I do? Can I do anything?” [03:58].

Lisa's Response: Lisa emphasizes the importance of not panicking when faced with a negative review. She advises business owners to view all reviews, even negative ones, as valuable feedback. “First of all, don't panic. It happens to everyone...” [03:58]. She advocates for responding to every review to build trust and reputation, stating, “Respond to all reviews, whether they're positive or negative. You're building your brand, you're building your business reputation.” [04:15].

Lisa also explains the process for handling reviews that violate Google’s policies. She outlines how to flag inappropriate reviews through the business profile on Google Maps, ensuring business owners understand the steps to maintain a credible online presence. [05:30].

Myths About Google Reviews

The discussion transitions to debunking common myths related to Google Reviews. Jay asks, “Can I pay Google and have a review removed?” [06:39].

Lisa's Clarification: Lisa firmly dispels this misconception, stating, “Absolutely not. That ruins everyone's credibility.” [06:54]. She underscores Google's commitment to maintaining an unbiased platform by clearly separating paid services from organic search experiences. Additionally, she highlights the importance of authentic reviews, advising against incentivizing customers to leave reviews, as it violates Google’s policies. [07:00].

Jay further inquires whether spending money on Google Ads influences the removal of negative reviews, to which Lisa responds unequivocally, “It is not true.” [07:46]. She reiterates that Google's review system remains neutral regardless of the business's advertising spend, ensuring fairness and trustworthiness in the platform.

Impact of Negative Reviews on SEO

Addressing another prevalent concern, Jay asks if negative reviews affect a business's SEO and search rankings. [08:14].

Lisa's Insight: Lisa admits she doesn’t have specific information on how reviews directly impact SEO but emphasizes the importance of soliciting a high volume of reviews to build a robust online presence. “Continue to solicit reviews, make sure you're getting a lot of reviews.” [08:32]. She introduces Google’s AI review summaries, which analyze themes within reviews to provide potential customers with a balanced understanding of a business's strengths and areas for improvement. This feature helps businesses showcase their reliability and consistency despite occasional negative feedback. [09:27].

Optimizing Google Business Profile

A significant portion of the conversation focuses on maximizing the potential of Google Business Profiles. Jay highlights the staggering statistic that “2 billion people connect with small businesses on Google every single month” and asks Lisa for strategies to enhance visibility through the business profile. [09:27].

Lisa's Recommendations: Lisa describes the Google Business Profile as a “digital storefront” and stresses the importance of thoroughly filling out all available information. Key actions include:

• Accurate Information: Ensuring website links, addresses, phone numbers, and operating hours are correct to prevent customer frustration from outdated or incorrect details. [09:59]

• Visual Content: Adding high-quality photos and videos to convey the business’s atmosphere and services. For instance, a restaurant’s profile should include images of its interior, patio, and dining setups to attract potential customers seeking specific experiences. [10:15]

• Personal Touch: Including images of the business owner or team members to build trust, especially for service-oriented businesses like medical practices. [10:45]

• Social Links: Integrating social media profiles to enhance discoverability and provide dynamic content that reflects the business’s latest updates and activities. [11:30]

Lisa emphasizes that a well-maintained Google Business Profile significantly improves a business’s chances of driving traffic and increasing customer engagement. She notes, “The ones who did a really good job with their profile... like the better chance they have to drive business.” [12:40].

Upcoming Webinar Announcement

Towards the end of the episode, Jay announces an upcoming free webinar co-hosted by Google and Thryv titled "Google Business Profile: Be Ready When Customers Search," scheduled for February 19th at 1 PM Eastern. He encourages listeners to register by visiting Thryv’s website. [12:12].

Lisa’s Contribution: Lisa adds that the webinar will delve deeper into best practices for managing Google Business Profiles and offers valuable insights to help small businesses optimize their online presence. She humorously assures that she won't be singing show tunes during the session, maintaining a light-hearted rapport with Jay. [13:24].

Conclusion

Jay wraps up the episode by reiterating the importance of optimizing Google Business Profiles and managing reviews effectively to boost online visibility and business growth. He encourages listeners to subscribe for more actionable tips and to explore Thryv’s Marketing Center for comprehensive business management solutions. [13:56].

Key Takeaways:

• Respond to All Reviews: Engage with both positive and negative feedback to build trust.
• Flag Inappropriate Reviews: Utilize Google’s tools to manage reviews that violate policies.
• Optimize Your Google Business Profile: Fill out all information, add visual content, and integrate social media links.
• Avoid Common Myths: Never pay Google for review removal or expect preferential treatment as a paying customer.
• Leverage Google’s Features: Take advantage of AI review summaries and other tools to enhance your business’s online presence.

For more detailed strategies and actionable insights, tune into the full episode of Small Business Quick WINS and register for the upcoming webinar to further empower your small business growth.