How to advertise on Google for free: 6 secrets

Google… the homeplace for asking questions, finding products and as a result, advertisements. When we think of ads, the first image that comes to mind is sponsored results.

These are paid-for ads. But paid-for doesn’t always mean better, and we’re here to reveal the secrets that have been kept from the general public for far too long.

Let’s discuss the free alternatives: Google Business Profiles, Google Merchant Centre and search engine optimisation.

Using the right techniques, your business can show up in the search engine results page without spending a penny.

Who doesn’t like free exposure on the world’s biggest search engine?

1. Creating and optimising your Google business profile

Have you ever heard shop owners talking about footfall? Shops located in the centre are far more likely to attract visitors passing through. Think of your Google business profile (GBP) as your storefront and all the ways you can make it more attractive for people ‘passing through’ Google search or maps. It’s usually the first impression potential customers will have of your business, so make sure it's a good one.

On average, optimised listings receive 7 times more clicks than empty profiles.

How to optimise on Google for free - Your business profile:

• Ensure your listing includes the essential NAP details: Name, Address, and Phone number, and that these details are accurate and consistent across all online platforms.
• Ensure your profile contains photographs, a description, logo and other business details.
• Update the listing regularly with new information and keep your customers informed about any upcoming events.
• Ask customers to leave a Google review and respond to each and every one.
• Incorporate location-based keywords naturally into your business description.

2. Optimise Google business profiles for maps

Your business profile doesn’t simply sit there; it’s also used for Google maps and local search results in the ‘local pack’.

Take us for an example. When the user types in ‘social media agency salford’, the first results are from Google’s ‘local pack’, showing social media businesses in that local area. We’re first on the listing, all due to optimising the profile - for free.

Local search rankings are determined by relevance, distance and prominence. If you can show Google how you meet this criteria, you’re likely to come out on top.

Write great content for your user and Google

A large part of search engine optimisation is creating great content that holds value for readers. The better the content, the more likely Google is to rank you higher on its search engine results page (SERPs). If you can get it right, more users will come to your site and share the content. As a result, you’ll gain backlinks, which Google values as a key ranking factor, further encouraging your content to rank higher.

The key is understanding and matching search intent. Create content that answers common customer questions, whether they're seeking information (Informational), ready to make a purchase (Transactional), or looking for a specific website (Navigational).

Best kept secrets to advertise on Google for free using content:

• Users like data to back up claims. If you have internal data, use it.
• Establish yourself as a thought leader and generate quality backlinks.
• Adhere to Google's E-A-T guidelines: expertise, authoritativeness, and trustworthiness by citing credible experts and ensuring all information is accurate and well-sourced.

Content structure and on-page optimisation techniques

Whilst compelling content captures attention, technical optimisation ensures Google can properly understand and rank your website. These behind-the-scenes elements can impact your organic visibility.

Best kept secrets:

• Optimise your page titles (meta titles) by placing target keywords near the beginning and keeping them under 70 characters to prevent truncation in search results.
• Craft compelling meta descriptions under 160 characters. These act as the 'blurb' for your content and can dramatically influence click-through rates.
• Structure your content using header tags (H1, H2, H3) to create a clear hierarchy that helps search engine crawlers understand your page organisation and improve user experience.

Google shopping free listings

For online retailers, this is a game-changer. In April 2020, Google made Shopping listings available for free, opening up massive exposure opportunities. Your products can now appear in the Shopping tab, general Search results, Google Images, and even YouTube, all without paying for advertising.

Actionable tips: Set up a Google Merchant Center account and submit a comprehensive product feed. Ensure your product data is accurate, detailed, and includes essential attributes like title, description, price, and availability. Implement structured data markup (schema.org) on your website to help Google understand your product information and increase the likelihood of appearing in rich results with enhanced visual elements.

Directories and backlinks: building trust with Google

Google doesn't just look at what you say about yourself - it heavily weighs what others say about you. Credibility comes from external validation, and listing your business on trusted directories like Yelp, TripAdvisor, or industry-specific platforms can lead to valuable free exposure on Google.

Our best tip: Google interprets external links as a vote of confidence, as it shows that your content is trustworthy. Due to this, high quality backlinks hold more weight. For example, gaining a backlink from Apple.com would be far better than gaining a link from a new website selling phones.

Advertise for free, but when you’re ready, advertise with us.

Free Google advertising requires consistent effort and optimisation. SEO, in particular, is a long-term investment that requires patience. By implementing these six secrets, you're building a great foundation for online visibility without spending a penny on advertising.

But when you’re ready for the next step, get in touch with us at Campfire. Paid advertising can improve your reach massively and provides a great complement to these organic methods.