Helping buyers make decisions faster.

And one of the latest additions now rolling out in New Zealand is support for online estimators and pricing-related tools directly through Google Business Profiles.

At first glance, this might just look like another feature update.

But it’s actually part of a much bigger shift happening online.

A shift towards:

• transparency
• self-selection
• buyer confidence
• and trust-led search visibility

In other words? The businesses willing to help buyers earlier are gaining an advantage.

What Are Google Business Profile Online Estimators?

Put simply, Google is increasingly allowing businesses to integrate:

• pricing estimators
• quote tools
• booking calculators
• cost guides
• interactive forms
• service estimators

…into their digital presence and customer journey.

Instead of forcing buyers to:

• call first
• email first
• “contact us for pricing”
• or wait three days for a rough ballpark

…buyers can begin self-educating immediately.

That’s important because modern buyers expect speed and clarity.

Not friction.

Buyers Want Answers Before Conversations

This is one of the biggest changes in modern search behaviour.

People don’t want to contact businesses just to find out whether something is remotely affordable anymore.

They want guidance first.

Think about how people search today:

• “How much does artificial turf cost?”
• “What should I budget for a kitchen renovation?”
• “How much does a heat pump installation cost?”
• “What does farm fencing cost per metre?”
• “Can I afford solar panels?”

These are not low-intent searches.

These are people actively evaluating decisions.

And Google knows that.

That’s why features like online estimators are becoming more visible across search experiences.

Because Google’s goal is simple:

Help users find trustworthy answers faster.

Self-Selection Tools Build Trust Earlier

This connects directly to one of the biggest principles inside the GainLine framework:

Reducing uncertainty builds trust.

Good self-selection tools help buyers:

• understand pricing ranges
• compare options
• assess suitability
• set realistic expectations
• avoid wasting time
• move forward with more confidence

And importantly…

They help businesses attract better-qualified leads too.

Because when buyers arrive informed, conversations become better.

Less awkward.
Less defensive.
Less “just price shopping.”
More alignment.

Transparency Is Becoming a Search Advantage

This is the part many businesses still underestimate.

Pricing transparency is no longer just a sales conversation.

It’s increasingly becoming a search visibility signal.

Why?

Because Google rewards content and experiences that help users.

That includes:

• pricing pages
• FAQs
• estimators
• calculators
• comparison tools
• detailed service explanations
• transparent buyer education

All of these reduce friction.

And reducing friction aligns directly with Google’s mission.

Businesses hiding everything behind “Contact Us” walls are becoming less helpful compared to competitors openly educating buyers.

That matters.

Authority Isn’t Just Backlinks Anymore

For years, SEO conversations focused heavily on:

• keywords
• backlinks
• technical optimisation

Those things still matter.

But search engines have evolved.

Authority today is increasingly tied to:

• expertise
• trust
• transparency
• usefulness
• depth of information
• real buyer value

Google wants confidence that your business genuinely helps users make informed decisions.

That’s why:

• comprehensive pricing content
• detailed FAQs
• self-selection tools
• educational comparisons
• review content
• transparent guidance

…all contribute to topical authority over time.

Especially in competitive industries.

This Connects Directly to the Tight 5

Inside the GainLine framework, this is exactly why the Tight 5 matters so much.

The Tight 5 focuses on the five content areas buyers actively search for before purchasing:

• Pricing
• Problems
• Comparisons
• Best in Class
• Reviews & Social Proof

Online estimators sit directly inside the Pricing category.

But they also support:

• Comparisons
• Problem reduction
• Buyer confidence
• Trust-building

They’re not just “tools.”

They’re trust assets.

Buyers Reward Businesses That Help Them Think

This is the key shift.

Modern content marketing isn’t about shouting louder.

It’s about helping buyers think more clearly.

The businesses winning online today are often the ones willing to:

• answer difficult questions
• explain pricing honestly
• provide guidance early
• educate openly
• reduce uncertainty

That creates trust before the first conversation even happens.

And trust shortens sales cycles dramatically.

The Businesses That Benefit Most

This approach works especially well for industries where buyers naturally have uncertainty around:

• pricing
• complexity
• fit
• timelines
• risk

For example:

• trades
• construction
• healthcare
• automotive
• home improvement
• finance
• professional services
• tourism
• manufacturing
• software
• education

Anywhere buyers are trying to estimate investment or evaluate options.

Final Thought

Google adding support for online estimators in New Zealand is not just a feature update.

It’s another signal about where digital experiences are heading.

Towards:

• transparency
• self-selection
• trust
• helpfulness
• buyer education

The businesses that adapt early will likely gain an advantage because they become easier to trust.

And in modern search?

Trust is increasingly becoming visibility.

Frequently Asked Questions

What are online estimators in Google Business Profiles?

Online estimators are tools that help buyers estimate pricing, costs, or service suitability directly through a business’s online presence or search experience.

Why do pricing estimators help SEO?

Pricing estimators improve user experience, reduce friction, and help establish authority and trust, all of which support stronger search visibility over time.

What are self-selection tools?

Self-selection tools help buyers determine whether a service or product is right for them before contacting sales. Examples include calculators, quizzes, comparison tools, and pricing guides.

Does pricing transparency improve trust?

Yes. Buyers generally trust businesses more when they openly explain pricing, processes, and expectations rather than hiding key information.

How does this relate to the Tight 5?

Pricing estimators directly support the Pricing category inside the Tight 5 framework while also helping buyers compare options and build confidence before purchasing.

The post Google Business Profiles Now Support Online Estimators in NZ appeared first on Back9 Digital.

The Google Business Profile Good

Google My Business listings are free and easy to set up. All you need is a google account (which most people already have) and some basic information about your business. Once you’ve claimed your listing, you can add photos, post updates, respond to reviews, add products and more.

Imagine you own a nail salon. If your business has an optimised profile, when a potential customer or client searches for a business close by (e.g nail salon near me), your nail salon will likely be ranking near the top and will gain new business over a competitor nail salon who may not of optimised or claimed their listing.

The GBP Bad

While Google My Business listings are free and easy to set up, they’re not always accurate. That’s because anyone can edit or claim a listing—even if they’re not associated with the business. This can lead to wrong information being displayed on your listing, which can frustrate potential customers who are trying to reach you. There is nothing worse than searching a stores business hours in Google only to find out that they’re incorrect and the store is actually closed when you thought it was open. Negative customer experiences can lead to Google reviews that may harm your business too.

The Google Business Profile Ugly

Inaccurate GBP listings can actually hurt your business if they’re not updated or corrected in a timely manner. That’s because potential customers who see the wrong information or can’t see what they need are likely to go to one of your competitors instead. In addition, if you have duplicate listings (meaning there are two or more listings for your business), this can also confuse potential customers and hurt your chances of being found online.

Make sure your Google Business Listing is up to date

Having an accurate Google Business profile listing is essential for businesses that want to be found online – plain and simple. If you don’t have a GBP listing, now is the time to create one. And if you already have a listing but it’s inaccurate or out-of-date, take the time to claim or edit it. Post updates and information regularly. This is also important as Google makes updates frequently. So that said, you want to ensure potential customers will have the correct information about your business. Your future customers will thank you for it!

Updated 19 June 2024

The post Google Business Profile – The Good, The Bad, and The Ugly appeared first on Back9 Digital.

Why get verified?

We’ve talked before about Google Business Profiles and how a verified account is probably the single best thing you can do for SEO. If you don’t have one at all and you need to create one you could make one quickly at the Google Business Profile portal. But if you aren’t verified, you have minimal control over the settings in your profile.

If you see one that you don’t remember making, Google may have made one for you. Instead of making a new one, you can claim the existing profile by clicking the “Own this business?” link in the profile sidebar. Then you’ll be taken through steps to prove that you own the business.

Google My Business Verification methods in NZ

Until recently, there was only one method of verification you could rely on to show up as an option. That was to have Google over in the US mail your business a physical postcard with a 5-digit code on it. The problem? The United States isn’t very close. Postcards could take several weeks to show up, and more often than not, never arrived. And if you requested a new one, the old code is instantly invalidated. This means you could wait 4 weeks, request a new one, and then have the postcard arrive the next day and it wouldn’t count, forcing you to wait again.

A lot of NZ businesses ran into a wall with this process, and thankfully Google has heard their feedback. Now, verification is much faster, easier, and more accessible than ever.

Older Methods

The old methods still work if they’re available. Phone verification (for a landline) used to be a good option if you have a business landline. For that, a robot will call and tell you a code that you can type in right away. This method was fast and easy, but a lot of businesses are moving away from landlines.

The postcard was far less reliable but available for any business. The wait is long and if you are lucky enough to get it, there’s a chance it would be expired by the time it arrived in NZ.

Thank goodness the verification methods have eventually moved into the digital age. We’ve compiled a current list below.

Current Standard Methods

• Phone or Text Message: One new method is to get a text message or answer your workplace phone number. If they call and it goes to answer phone, Google will not leave a message with the code.
• Email to the business account: Another is through the business email attached to your account. Like the text, this method is nearly instant and you can proceed with verification right away. If it doesn’t come through, make sure to check your Spam. Also ensure you can actually access the email address listed on the account.
• Live video call: Since postcards weren’t very reliable, there’s the option to do video verification. With video verification, you do a live video call with someone from Google and show them your business signage and premises. While in theory this should work well, we’ve previously had trouble getting the calls to come through. Sometimes Google didn’t show up to their call and wouldn’t answer callbacks. And because of the amount of prep it takes to get ready, this led to a lot of lost time. Hopefully they are more reliable for your call. This method also doesn’t work for side hustles or running a business out of your house with no signage.
• Recorded Video: You can record a video showing the required details of your business.
• The classic snail mail: This method is still available but is a bit clunky. The code lasts 30 days and while you are awaiting your mail, you can’t request a new code or change the businesses name, address or category. Google states that most codes arrive after around 14 days.
• Instant verification through Google Search Console: This method is only available for some businesses. When it works, you simply add a website property to Search Console and verify that you own it. Then sign into your profile and follow the steps to finish Google Business Profile verification. This method is more technical and requires knowledge of Search Console and possibly updating records for your domain.

Other Points to Consider

Get a business email with your domain

Instead of a standard Gmail, Yahoo, or Outlook account, try getting a business account. This is one with your business name at the end. For example, one that we have at back 9 is info@back9.co.nz . Some hosting providers give you the option for a business email. Or you can get a Google Workspace account with any hosting provider starting at $9NZ/month per user. The steps can be a bit complicated if you aren’t familiar with web hosting, so an agency like ours can help with setup if needed.

Make sure you have emails and phone numbers attached to your Google Business Profile

There are a lot of things that you can’t do until you’ve completed Google My Business verification. But you can add emails, phone numbers, and your website. If you want to get an email or text message, make sure that you add this information to your profile.

Enable 2-factor authorisation

Google is pushing for all accounts to have 2-factor authorisation to cut back on fake profiles. 2-factor authorisation is when you need to confirm sign-ins to your account on another device. So if you sign in to your account, you have to tap a notification on your mobile device before you gain access. This greatly increases security but also means you need your device by you at all times. There can also be issues if you lose the mobile device which can make regaining access extremely difficult. Google calls this “2-step verification” and you can find out more about it on the Google 2-step verification page.

Verification for your business now, and into the future

With these methods, it’s easier than ever to get your business verified. And since having a verified profile is the best way to improve your SEO, it’s something you should handle as soon as possible. The last thing you want is for someone to type in your business name and have a competitor show up – something we’ve seen surprisingly often when the business doesn’t have a Google Business profile.

However, Google My Business verification is only the first step for using your profile to drive visitors. After that, you need to optimise it by adding products, posts, videos, and images in the right place that are the correct size. An optimised profile can boost traffic to your website and in-store visitors, and we’ve seen optimised accounts bring in twice as many monthly visitors to the profile as unoptimised accounts. And this directly led to more people requesting directions or making calls to the business. For more popular industries, sometimes over 10,000 people see the profile in a single month! It is also an important factor in Local SEO. The GBP Insights page has detailed results about how many people profile and how many take additional actions like pressing the call button or requesting directions.

If you’d like help with setting up, verifying, or optimising your Google My Business profile, get in touch with us or hit the button below. Our team manages dozens of profiles and can help you reach more customers who are searching for you.

Updated 21 June 2024

The post Google Business Profile Verification methods available in NZ appeared first on Back9 Digital.

A Google Business Listing is the section that shows up when you do a search for a business. It’s most common to appear when you type in a business name directly. Take a look at the image below. The part in red is the Google Business Listing.

There’s a ton of information about the business right there in one place. So what happens if you don’t have one? That spot of the page is blank or the details are scarce. We’ll go over the different parts of your Google Business Profile, why they’re important, and the shocking difference it can make if you have an optimised profile done instead of rushing through to get it done fast.

Image and Location

At the top of the profile is a cover photo and map location. Getting Your Business on Google Maps will help with Local SEO. The cover photo is a photo you upload to be your primary photo to represent your business. In ours, we have a photo of the Back9 studio in Kelvin Street, Invercargill. The map pin is also important because it gives people an idea of where your business is. You can even be extra precise where you put the pin and move it on the map if the address doesn’t put it quite right. Since this is the top of your profile and the first thing people see, it’s important to get it right!

Some profiles don’t have an image or driving directions. You can have a listing without it, but it’s not recommended. In 2020, Businesses with photos get 42% more direction requests and 35% more website visits. So don’t skip it!

Name and contact buttons

The name you choose for your profile is the one that Google sees as the official name, so it’s important to choose the right name. Choose the name you want to go by instead of the legal name. If you want to include LTD, LLC, Corp or any abbreviations, you can. But you don’t have to. What’s most important is that you use the name that people know your business by. So if your logo has the ltd in it and people know it by the name, include it. Otherwise, it’s probably better to leave it out.

The buttons below your name are the ways that people can contact you. In ours, we have Website, Directions, Save, and call.

• Website goes directly to our website. If you don’t have a website, you can leave the button out, or have it link to your Facebook business page.
• Directions opens up Google maps and gives directions to get to your business. This is one of the most common ways people get directions, so make sure the address is right if you plan on using this feature. If someone clicks the button, they’re almost certainly doing business with you!
• Save lets you save the business to a list like Favourites, Want to Go, or Starred Places. This is useful for people who are researching and don’t want to forget a place they looked at.
• Call immediately calls the business if you’re on a phone, or tries to connect to a calling app on desktop. The number that is called is based on the phone number you put in the listing.

Questions and Answers

The questions and answers bit is a “community” feature that pops up right below your name, address, and contact details. It lets anyone using Google ask questions about your business or answer them. Since you’re the expert, you should be answering every single question that gets asked.

Questions can get multiple answers, but the ones with the most “likes” will show as the top answer. Then users can click a link to read any other answers if they want more details.

Questions work the same way. If a question scores at least 3 likes, it will display on your GMB profile instead of just the standard “See all questions” link. If multiple questions get more than 3 likes, the one with the most likes is the one that will be featured front and centre on your profile.

Using the Q&A function as a FAQ for your business

Using the Google Questions and Answers section as an FAQ function for your business is a solid move. Think about the common questions customers hit you with and answer them there. Don’t forget to “like” your own answers too so Google knows to show them front and centre to those potential customers checking out your reviews.

Asking your own questions gives you even more control over the convo around your business. Load up your most frequently asked questions, then enter informative answers to set up a pre-built FAQ page. You’ll stand out from the competition and be way more likely to convert users into customers.

Then, make sure you vote for your own answers. This ensures that your “from the owner” answers are always displayed as the top responses. Keep an eye on your questions and answers section so you can keep your top-notch answers at the top of the pile.

Some useful sample questions to consider (depending on your specific market and industry) include:

• Do you ship your products and/or services?
• What’s the return or refund policy on your products?
• How can I contact customer service?
• Where do I use the discount code I have for your website?

Controlling the convo ahead of time can reduce overwhelming your customer support team while also helping cement a professional and trustworthy reputation online.

Reviews

Customer reviews are one of the most important factors. More than 90% of customers check reviews before making a purchase, and not having any can be almost as bad as having a slew of negatives. So although it’s optional, we highly recommend enabling reviews on your profile. Even the negative reviews can be helpful, as they can show parts of your process or products you can improve. However, in order to have reviews on, you must first claim and verify your business listing.

Products

In today’s digital landscape, businesses vying for local customers face a constant uphill battle to stand out online. Every click, view, and engagement is a crucial step towards making a lasting impression on your target market. This is where Google Business Profile products (formerly known as “Google My Business” or “GMB” products) shine as a powerful tool for capturing local search attention.

Research indicates that a staggering 60% of users reach out to businesses directly from search engine result pages (SERPs). It’s a compelling statistic that underscores the importance of providing comprehensive information about your business. The more details you can offer, the higher the likelihood of converting potential customers into actual sales.

Claim and Verify your Business

If you’ve never made Google Business profile for your business but can find a listing for it, Google’s done the work for you, right? That’s only partially true. Google regularly scans for new businesses and adds them automatically based on the information they find. But that automatically found information could be wrong or outdated. And even if it’s not, you’ll still be missing out on a lot of potential visitors if you don’t do anything with it.

One of the most important parts of managing your listing is to make sure that it’s verified. With a verified listing you can respond to reviews, start appearing in local searches, post on your profile, and view insights like photo views and the number of times the call and directions button were clicked. Google treats a verified business better than an unverified too – meaning you’ll show up higher on searches.

How do I know if I’m verified?

If you don’t know if someone has verified the listing (and you’ve checked that you have one!) you can use Google’s Business Verification tool to check. Simply sign in with the email address associated with the business profile and then choose your business and it will tell you if it is verified, pending, or not requested.

My business says somebody else owns it?

If you sign in to Google My Business and go through the steps and find that someone else owns it, Google gives you a couple of options. First, check to see if someone in the company went through the process. If not, you can follow steps from Google to Request Ownership of a Business Profile.

An optimised profile attracts more visitors

Getting a profile set up and verified is a great way to attract visitors to your business. But doing it right will get you even more visitors. We’ve seen it happen with our clients here at Back9. For one client, we saw profile views jump up over 60% over a 3 month period, with over 30% more appearances in searches and nearly twice as many times showing up on Google Maps. But did those views translate into anything? There was also a 30% jump in people clicking the View Website button, 50% more calls, and more than twice as many direction requests. More appearances led to more clicks, more calls, and more visitors. Other clients are also seeing an increase in calls, visits, and people discovering them by searching popular keywords.

The short of it is that these days, all a potential client or customer needs to type into Google is “Hairdresser near me” (as an example) and a range of options will come up. Google knows the location of the searcher and if your listing is optimised, you have a greater chance of being the top listing and winning that client or customer.

How do I get an optimised Google Business Listing profile?

To create an optimise profile, you have to fill everything out thoroughly. This includes all information, categories of business and products, and knowing which search terms to try and show up for. After doing that, it’s important to update your photos and any changes to your products or services in your profile in order for it to stay relevant. Profiles that are updated regularly also get more kudos from Google and increase the chances of showing up for more searches.

If you don’t have the time to create, optimise, or regularly update your Google My Business Profile, the team at Back9 can help you. We are certified in Google My Business listings and can find out if you have a profile if you aren’t sure, help you claim and verify your business, and optimise it so that it can do the most work for you. If you’re interested in finding out how we can help you, give us a call or book a meeting using the button below.

Updated 19 June 2024

The post Why should you have a Google Business Listing? appeared first on Back9 Digital.