When people search on the Internet, 9 times out of 10 they are using Google’s search engine as Google dominates with over a 90% market share. The term “Google it!” is used with ease as people want to source out information on the web, and Google handles more than 8.5 billion searches per day.
The sheer amount of daily search shows the impact that Google has on not just a national level but a local level. With the amount of traffic that flows through Google, businesses have a huge opportunity to market via the platform but must ultimately stand out in search results. This is where “Google Guaranteed” comes into play. But what does being Google Guaranteed mean and how will having the Google Guaranteed badge truly benefit your business? Let’s take a closer look at what this certification entails and why it’s a game-changer for gaining visibility online.
What is Google Guaranteed?
Google began its product offerings around local services in the early 2010s and launched Google My Business (now called Google Business Profile) in 2014. Google Business Profile allows for local businesses to have an online storefront where reviews and information can be provided to help users make an informed decision about their local products and services.
Google then began another product around 2015 to continue to promote trust and local businesses. This service became known as local service ads, a pay per lead operation where businesses only pay if the customer calls, books or messages the company. If a business wants to run these local ads, they must first go through the process of getting “Google Guaranteed”.
The purpose of the Google Guaranteed program is to require service providers to do the work to show that they are “certified”, thus promoting their credibility as a service provider to their local market.
What is the Difference Between Google Guaranteed and Google Screened?
Google Guaranteed and Google Screened are two different programs. Both of these falls under the umbrella of Google’s Local Service Ads (LSA) programs. Whereas both programs are intended to promote a business’s credibility, there are different requirements for each in order to qualify.
For Google Guaranteed, the target audience is typically service-based companies such as HVAC companies, plumbers, electricians, landscapers, and pest control companies, as opposed to the target audience for the Google Screened program that includes professional service providers like real estate and law professionals.
Both programs earn respective badges for passing the screening and qualification process. These badges show up in the ads to help the brand establish trust. However, the Google Guaranteed program includes financial protection and if the customer is not satisfied with the services they received, they can request reimbursement from Google (subject to term and conditions).
Benefits of Being Google Guaranteed
Being a Google Guaranteed service provider clearly has major benefits for local businesses.
- Trust and Credibility:
- The Google Guarantee badge signals to consumers that your business has gone through the steps to be certified. These steps include demonstrating proper licensing and background checks. Consumers will be more likely to trust someone in their home knowing that they were properly vetted out by Google and are a valid business
- Financial Protection:
- This financial protection is a major reason for the consumer to place their trust in a company, especially if this is their first time using them for a required service.
- Priority Placement and Visibility:
- Local service ads get priority placement and show up at the top of search results. This placement provides more opportunity for clicks and conversions.
- Pay-per-lead Program:
- The pricing model is beneficial for businesses that only pay when a customer contacts the business. This allows companies to participate in cost-effective marketing that has a higher potential conversion rate.
- Easy Program Management:
- Google’s LSA dashboard allows you to easily track leads, respond to inquiries and manage spends, allowing a business to manage their marketing efforts and close their leads.
- Reputation Management:
- Reputation and credibility are not only important for the consumer but for your brand’s online efforts as well. Being verified by Google means your business has passed Google’s screening and gives your business a measure of credibility. Stronger brand image leads to consumer trust and conversion, a competitive advantage, and better local SEO efforts.
Steps to Become a Google Guaranteed Service Provider
Enhanced trust and credibility with your target audience is always a good thing, and the financial protection and priority placement that the Google Guaranteed program provides sounds pretty good. So, what are the next steps to getting “guaranteed”?
The first step is to understand if you meet Google’s requirements for their LSA program. Local service ads are available for the following types of service providers:
- – Locksmiths
- – Lawyers
- – Plumbers
- – HVAC (heating or air conditioning) repair
- – Real estate services
- – Lawn care experts
- – Electricians
- – Appliance repair
- – Pest control
- – Window cleaners
- – Water damage services
- – Junk removal
- – Financial planners
- – Carpet cleaners
If you are eligible and belong to one of the acceptable categories, then the next step is to know the additional requirements around insurance and background checks. Your business must be both licensed and ensured to qualify for the program. Google will need to verify that your business is legitimate and trustworthy. This also includes verification of your online presence, which includes your website and business listing as well as your reviews. Make sure to have your key documents ready while going through the process with Google. Acceptable documents include the following:
- – Current business license
- – Proof of valid general liability insurance (must meet minimum coverage requirements)
- – Professional licensing (if applicable to your industry)
- – Proof of address and business existence (utility bill, lease agreement, etc)
Once you have the necessary documentation ready, you can then start the application process online. You will need to provide those business details and upload the required documents as well as answer some additional questions. Make sure to check for errors and accuracy before submitting your application.
Google will then confirm the information and initiate the verification process. This will involve background checks of the owner and the field team, business performance reviews and potentially an on-site visit. Google is looking to see that your business is responsive, so make sure to respond quickly and concisely.
The process to becoming Google Guaranteed can take anywhere from two to four weeks, depending on background checks and business verification. Once you pass the verification process, Google will approve your business for the badge and you can start running local ads!
Why Google Guaranteed is Essential for Local SEO
Clients that participate in LSA see their results show up at the top of the page with that credible badge, which makes it easy for potential customers to trust them for a service in their local area. The exposure that these brands receive contribute to a higher level of engagement on Google’s platforms. This can have a positive effect on local SEO, as more traffic to the business listing as website show Google that clients are converting and finding what they are looking for, leading Google to promote the business organically for similar searches.
In a competitive market, local service ads and having the Google Guaranteed badge can be the deciding factor between two businesses and can drive traffic and improve return on investment for your brand.
Sign Up For Google Guaranteed with the HardPart Experts
If you are ready to take the steps to become Google Guaranteed and drive more visibility in local search results, the HardPart Media team can help! We can work with you throughout the entire process so that you can take advantage of services we provide for local service ads and start increasing your local presence. Call our team to speak with a specialist.
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