Google My Business (GMB) has been renamed Google Business Profile (GBP). And the GBP is arguably the most visible showcase of your store online. So much so, that over 55% of your website traffic now comes from the GBP local pack (Google Analytics, 2022). The GBP provides your online audience your business address, map location, hours of operation, category, live inventory, and your Google reviews. This information, when linked properly, with topic entwined schema, also feeds The Google Knowledge Graph. This then helps optimize your GBP local grid rankings by zip code.

While organic ranking and SEO optimization is still important, your marketing investment should also encompass GBP optimization. Expanding website authority through “tired” keyword strategies does not feed The Google Knowledge Graph. Building brand authority by focusing on relationships across the Google ecosystem will pay dividends towards increasing organic website traffic. Connecting the elements and connections inside Google’s massive knowledge graph will determine where and when your dealership will appear in the ever-changing search results opportunities.

A Greater New York City multi franchise dealer group started with The Ram Group in December 2020, and within 90 days, their Google organic traffic users increased by 59.67%. In addition, sessions increased by 63.7% and their average Google local 3 pack rank, in a 360 square mile radius, went from 8.3 to 3.0.

Your store’s website if still your virtual showroom and its customer experience is paramount. The key is to get more people to this virtual showroom and the GBP is your gateway. From there your pricing, differentiation, and customer experience will drive conversions.

If your appointments set and your closing ratio remain the same, imagine the positive impact, to sales and service, by increasing your visibility and web traffic by upwards of 60%.