Images: The New Currency of Local Search

The Visual Revolution: Images Take Center Stage in Google Business Profiles and Google Maps

I have been a huge proponent of posting pictures to Google Business Profiles for many years and in today's digital landscape, images have become an integral part of communication and engagement. They capture attention, convey emotions, and tell stories in a way that words alone cannot. This is especially true in the realm of local search, where businesses are increasingly relying on images to attract customers and stand out from the competition.

Google Business Profiles (GBP) and Google Maps have long been recognized as powerful tools for local businesses to connect with potential customers. But in recent years, there has been a noticeable shift towards a more visual approach to local search. This is evident in the growing emphasis on images in both GBP and Google Maps, images I have shared to GBP and Maps have been viewed over 144 MILLION times!

Images: The Currency of Local Search

Humans are visual creatures and we like pictures, the most popular places that we spend our time are centered around pictures and videos for a reason! Images are also playing a pivotal role in local search, they provide a more immersive and engaging experience for users, allowing them to get a better sense of a business's atmosphere, products, and services before even stepping foot through the door.
Images can also help businesses differentiate themselves from their competitors. By showcasing their unique offerings and personality through high-quality images, businesses can make a lasting impression on potential customers.
Additionally, and very importantly, images can boost local search rankings. Google has stated that businesses with photos are more likely to receive requests for driving directions and clicks through to their websites than those that don't. This is because images make listings more visually appealing and informative, which makes them more likely to catch the eye of potential customers.

The Evidence is Clear: Images Matter

The importance of images in local search is not just theoretical; it is backed by data. Studies have shown that:

• Businesses with photos receive up to 35% more clicks than businesses that don't.
• Businesses with more than 100 images receive 520% more calls than the average business.
• Businesses with more than 100 images get 2,717% more direction requests than the average business.

These numbers speak volumes about the power of images to drive engagement and conversions for local businesses.

Google's Increasing Focus on Images

Google is well aware of the importance of images in local search, and the company is actively taking steps to promote their use. In recent years, Google has made several changes to GBP and Google Maps that highlight the role of images for example, they added a "Photos" tab to GBP listings, making it easier for users to find and view images of businesses. The company has also made it easier for businesses to upload and manage their images.

In addition, Google is using images more prominently in search results. For example, image thumbnails are displayed next to GBP listings in Google Search, and images are also being used to populate Google Maps' "Street View" feature. These changes reflect Google's recognition that images are an essential part of the local search experience. Businesses that fail to embrace this visual revolution are likely to fall behind their competitors.

How Businesses Can Leverage Images for Local Search Success
To fully harness the power of images in local search, businesses should follow these best practices:

• Upload high-quality, well-lit images that showcase their business's best features.
• Use a variety of images to tell a story about your business, including photos of your products, services, staff, and customers.
• Encourage customers to post their own photos of your business on GBP and Google Maps.
• Respond to and engage with customer reviews, especially those that include photos.

The best part is, that leveraging the power of images doesn't require a hefty budget or extensive technical expertise. With just a few minutes of your time and a smartphone, you can start creating engaging visuals that will make your business shine online.

Encourage your team to take creative shots of your business from different angles and perspectives. And don't forget to tap into the power of customer-generated content. Ask satisfied customers to share their experiences and positive interactions with your business through images on your Google Business Profile. Every image posted is an opportunity to amplify your brand's message and reach a wider audience.

So, go ahead, get out there and start snapping! The world of local search is your canvas, and images are your paintbrush. Embrace the visual revolution and watch your business flourish online. If you still arent sure of how to get the most with images on your GBP lets talk!