How to Maximize Your Brand's Visibility on Google with G2

Since it was launched in 1998, the Google Search Engine has changed how we find information. 

Google itself has changed a lot, too, and now uses various algorithms to help determine which websites are relevant for certain queries and which aren’t. It can be incredibly challenging for smaller companies, startups, or even large businesses to ensure their customers find the correct information about their products and services, especially when Google changes its different algorithms a few times a year.

For instance, just last year, Google rolled out the Helpful Content Update in September 2023. In this update, content that Google considered written primarily for search engine optimization (SEO) purposes rather than for people or content with subpar UX was demoted in search results, allowing more relevant publishers to gain visibility.

Then, a Core Update in October 2023 saw Google placing a higher premium on user experience and content quality. Then, another Core Update in March 2024 targeted low-quality, spammy content. All of these changes can make it difficult to stay up-to-date with what to do and what not to do to ensure your brand maintains page-one visibility. 

Instead of crossing your fingers that Google doesn’t roll out another algorithm change, it’s in your best interest to lean into the ways you can optimize your product’s information on G2, which can be done on your my.g2 page. This way, your customers always know where to find the most relevant and up-to-date information on your product or service.

How to optimize your G2 Profile

The first and potentially most important page vendors should focus on to positively impact visibility is the G2 Profile. To start, your product or service should be clearly defined without overly wordy, fluffy, or marketing-heavy language. Instead, provide users with an objective and straightforward description of your product, service, or offering. This ensures customers are focused on the value – rather than jargon or accolades.

Here, vendors should consider how to objectively answer the question, “What is my product?” 

Vendors that answer this question objectively to educate users will increase their ranking and relevance for specific branded product keywords while also improving relevance for long-tail information queries about their specific product. Doing so will, most importantly, drive more visibility and traffic to the product page.

Here are some G2 best practices for optimizing your profile:

• Use at least 250 words to objectively answer the "What is Product" question, but less than 500 words. 
• Start the product description with an objective statement about the product that defines what it does in a dictionary-style sentence. Include relevant information for users, like the software category, audience, and use cases. Example: "Product is a type of X (software category) solution that helps users do/accomplish Y (use case).
• Avoid promotional language like best, easiest, state-of-the-art, and visit our website for more information. Instead, focus on informative and objective descriptions. 
• Break up paragraphs with three to five bullet points that list the product’s main features, benefits, and other value propositions that prospective customers should know.

How to optimize your Pricing Page

It’s also vital that vendors fully optimize pricing information, which will improve ranking and relevance for product or service-related pricing keywords and drive more traffic to their G2 Profile. This information is also crucial for users looking to buy your product or service. There should never be surprises when it comes to the price tag, so for customers looking to buy first, optimizing the pricing page is a must-do.

There are two key sections vendors need to optimize on their pricing page.

Section 1: Packages and Pricing

In this section of my.g2, a package is a group of pricing editions or levels that show the cost for each level within the package. For example, a package could include three pricing editions: basic, plus, and enterprise.

Here are the G2 best practices for optimizing the Packages and Pricing section:

• Write a concise summary of the available pricing editions in 30-40 words. 
• Use bullet points highlighting key features. Start with, "Product has 'X' number pricing editions.”
• Mention a starting price (for example, “From $50” or “Starting at $50”), and list key value propositions and what’s included within each pricing tier to inform users of the benefits of each package.
• Detail the pricing model, billing cycle, and extra costs for transparency.
• Highlight free trial options for users.
• Use correct currency symbols for improved SERP snippet display.

Section 2: Pricing Basic Details

The basic pricing details section is where vendors include a general overview for customers to get a better idea of pricing teams and other key information.

Here are the G2 best practices for optimizing the Basic Details page:

• Write a clear pricing summary in 70-150 words, giving users an overview of available pricing tiers. 
• Start pricing details with information on how the product pricing model is designed for various use cases.
• Note any ongoing discounts or promotional offers.
• Briefly highlight how pricing sets you apart from competitors in your industry and caters to customer needs.
• Incorporate relevant keywords naturally to enhance search visibility.

With an upgraded G2 Profile, vendors can add custom CTAs to drive buyers to free trials or pricing-specific landing pages.

How to optimize your Discussions Page

Next is the Discussions page, where vendors can engage with G2’s global users to answer common questions and respond to popular discussions. Vendors that engage with user-generated content (UGC) deepen their relationship with customers, which can lead to more returning users that send positive signals to search engines. 

Vendors should take the time to respond to and potentially even start their own discussion threads for their offering. When vendors respond to user discussion threads, they showcase their expertise not only to real users but to search engines, too. This can have a positive impact on your visibility and ranking for relevant long-tail branded keywords used throughout the discussion threads.

Here are the G2 best practices for optimizing the Discussions page:

• Respond thoughtfully and professionally to user-submitted discussions to create a valued and engaged community of reviewers. 
• Write and respond to popular discussion topics related to the software or service product that users search for.

How to optimize your G2 Badges

Last but certainly not least, vendors should optimize their G2 Badges. Vendors who showcase linked G2 Badges on their homepages build trust with their customers.

G2 Badges represent the trust only authentic peer reviews provide. When customers see a badge on your site, they're more likely to convert.

Did you know?

• 47% of consumers say trust logos (G2 badges) tell them a site is trustworthy.
• 61% of consumers are more likely to trust non-paid recommendations.
• 9% of buyers expressed clear distrust in vendor websites – up from 3% last year. Instead, they‘re turning to peer forums and industry communities.
• 92% of consumers won’t make a purchase without a trust badge or logo on a website.
• When asked which source was more valuable, respondents chose independent software and services review sites over analysts at every stage of their purchasing journey.

Make my.g2 all about you!

When your customers have questions about what your solution has to offer, how much it costs, or how implementation works – don’t rely on the search results page to show them the answer. Instead, take advantage of profile customization in my.g2! 

With so many options and ways to get the right information in front of customers, make my.g2 work for you.

Ready to take control of your brand and engage active buyers with an upgraded profile? Explore our options.