Google-Powered Success: Leverage Google Properties for Business
If you are creating content for the web to attract and acquire more business, then you need to set up five essential Google Properties. Together, these properties—or tools—help you to optimise your online presence, improving your business’s “findability” on Google Search.
What are Google Properties & Why You Need Them
There’s more that goes into Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) than keywords. It’s all about creating great content and ensuring that Google serves it to the right people.
To do that, you need to know more about your audience. What do they like, click and engage with? What devices do they use? Where do they “hang out” online? Then, you need to know if what you produce caters to those answers and, if not, what needs to change. It’s a basic outline, but that is what Google Properties can help you achieve.
Google properties like Google My Business, Google Analytics, and Google Search Console can:
- Improve your online visibility.
- Provide valuable user behaviour insights.
- Assist with monitoring and engaging your audience effectively.
- Enhance search rankings.
- Help you to build a consistent, trustworthy brand image.
Ultimately, they optimise your online efforts so you can drive more traffic and grow your business.
Today, we’re exploring our top 5 Google properties to strengthen your online reputation and brand.
Google My Business (Google Business Profile)
Google My Business (GMB) is a free tool by Google that expands your online territory. This is when additional information about your business appears on the right-hand side of Google search results.
When you claim your business on GMB, you can add information about your business that helps searchers quickly see your location, operating times, reviews and much more. People can also find your business through Google Maps or Google Images searches.
Read all about why you claim and maintain your Google My Business Listing today in this blog, “How to Take Over the First Page of Google Search Results.
Google Tag Manager
Google Tag Manager (GTM) is another free tool that simplifies tag management. Add and easily manage website tags and 3rd party code snippets such as analytics tracking and marketing pixels.
This tag management system has a web-based user interface that requires no manual coding. You can “set up tags, establish triggers that cause your tag to fire when certain events occur, and create variables that can be used to simplify and automate your tag configurations.” (Tag Manager Overview)
By streamlining tag management, Google Tag Manager reduces your dependency on IT and speeds up the implementation of tracking and marketing tools. All of which help you to get better data and enhance website functionality.
Google Analytics 4
Arguably the most significant of Google Properties, Google Analytics is a big topic. It is so big that we’ve written a 2-part series about it. We recommend you catch up now with an introduction to Google Analytics 4 and Understanding GA4.
Google Analytics 4 provides deep insights into user behaviour, conversions, and demographics by tracking user interactions on websites and apps. You get a holistic view of customer journeys across platforms—an essential in today’s cookieless, privacy-first world.
Speaking of privacy, Google Analytics 4 offers enhanced privacy controls, improved event tracking and predictive analytics. This is a game-changer because it helps you take proactive (instead of reactive) steps to improve your online strategies.
Google Search Console
Yet another one of Google Properties that you cannot go without. And it’s also free. Google Search Console helps you monitor and optimise your website’s performance in Google Search results. You get a first-hand view of how Google interacts with your site, which queries drive traffic and where there are indexing errors.
This is almost everything you need to enhance your organic search traffic and improve your online presence. Google Search Console’s functionality in diagnosing issues and revealing traffic sources help you to refine your digital marketing strategy, improve user experience, and ultimately increase website authority.
Google Ads (Formally AdWords and PPC)
Last but not least, we have reached the final of our top five Google Properties. Google AdWords is Google’s paid online advertising platform. It works on a Pay-Per-Click (PPC) model where advertisers bid on keywords to show their ads at the top of the Search Engine Results Pages (SERPs).
The benefits are increased visibility and higher click-through rates compared to organic results. But don’t think you can land the top spot with the highest bid. Google still checks your site’s authority as it has a mandate to serve relevant results. So, your organic SEO efforts can improve your paid Google Ads performance.
Another benefit is that your brand is matching an exact search query. People who click on your ad are likelier in “buy mode” with a higher propensity to purchase or convert.
Overall, Google Ads enables precise targeting, high impressions and cost control as you can set daily limits. You also see measurable results. In fact, you can track ad performance and adjust your campaigns in real time.
Google Properties are Hot Property
The Google Properties suite is designed to help businesses grow. While each adds significant value to your business, combining these properties can send your business soaring. They provide you with business intelligence for informed decision-making to improve search rankings and build customer trust.
