Creating a Google Business profile – summary

Brian Kelly, Communications and IT Volunteer for the Morris Federation, delivered an insightful talk on 3 April 2022 via Zoom about the value of creating a Google Business Profile for Morris dancing sides. His talk emphasised how this simple yet effective tool can boost visibility and engagement for Morris sides by ensuring their presence on Google Maps and search results.

Kelly began by sharing his own experience two years ago when a search for “Morris side near me” yielded results for Dr. Turberville’s Morris but not for Wild Morris, his local side. This discovery led him to set up a Google Business Profile for Wild Morris, a process he described as quick and straightforward. The setup involves filling out basic information, such as the organisation’s name, type, address, website, and description. Additional features like photos and videos can be added to make the profile more engaging. Although initial verification may take a few days, the long-term benefits are significant.

Once a profile is live, it starts generating insights, such as the number of searches and map views. Kelly illustrated how profiles with photos, videos, and positive reviews tend to attract more attention. He highlighted the influence of reviews, citing examples from Wild Morris, which received a glowing five-star review from a post-lockdown event organiser. He suggested actively encouraging reviews from event organisers, friends, family, or even fellow Morris dancers. In turn, sides can also review others, fostering a supportive and collaborative culture.

Kelly pointed out quirks in Google’s search algorithms, noting how different terms like “side,” “team,” “club,” “ensemble,” or their plurals can yield varying results. He encouraged sides to experiment with these variations to improve their online visibility. Additionally, he underscored the importance of keeping profiles updated with accurate and current information. For instance, during lockdown, Wild Morris included a Q&A addressing whether they were dancing in public, a section that later required revision.

He also touched on potential governance issues, such as determining who manages the profile and what happens if they leave the team. These considerations are essential to ensure the continuity and reliability of the profile.

In conclusion, Kelly encouraged attendees to consider creating a Google Business Profile for their sides, emphasising its simplicity and potential for significant benefits. He prompted the audience to reflect on any doubts or concerns they might have and explore how they could make the most of this tool. By providing examples and practical advice, Kelly demonstrated how a well-maintained Google Business Profile can help Morris sides connect with wider audiences and thrive in the digital age.