How To Create Your Google Book Online Button

1. Set Up Your Google Business Profile

Claimed Google Business Profile

Unclaimed Google Business Profile

Google Desktop and Mobile Search Differences

Approved Vendors & Aggregators

2. Create a “Book Now” Button That Links Directly to Your Website

Google’s Direct Path to Tee Times

Related NGCOA Articles on Google Booking

The Vision Behind the Feature

Google has always been at the forefront of innovation, constantly seeking to enhance the user experience. The decision to integrate tee times into its search function stemmed from extensive market research and user feedback. Many avid golfers expressed frustration over the fragmented and cumbersome process of booking tee times, which often required visits to multiple websites or calls to various golf courses. Google’s vision was to centralize this process, making it as simple as typing in a query and finding the desired place and time to play.

Google’s addition of tee times to its search function marks a significant milestone in the digital transformation of the golfing experience. By simplifying the booking process and making it more accessible, Google has fostered a more inclusive and connected golfing community. This innovative feature demonstrates Google’s commitment to making it easier than ever for golfers to enjoy their favorite sport.

Below, you’ll learn how to set up your Google Business Profile (GBP) and create a “Book Now” button that links directly to your website.

Here is an example of a golf course Business Profile page WITH a “Book Online” button

Here is an example of a golf course Business Profile page WITHOUT a “Book Online” button

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1. Set Up Your Google Business Profile

It all starts here, the Google Business Profile (GBP). Every business has one. But the business owner must claim its profile page to be determined as “higher quality” in internet search queries. If you haven’t claimed your golf business profile page, do it now. It’s free and easy. And it’s vital. Don’t wait.

If you don’t claim your GBP, or if you don’t have a “Book Online” button on your profile, it’s possible that your course rank will drop in internet searches. From Google: “Local results are based primarily on relevance, distance, and prominence. A combination of these factors helps us find the best match for your search. For example, our algorithms might decide that a business farther away from your location is more likely to have what you’re looking for than a business closer, and therefore rank it higher in local results.”

We can’t say for sure, but having the direct tee time “Book Online” button potentially makes you more relevant and prominent for specific search terms like “tee times near me.” Here are the differences between a claimed and an unclaimed GBP.

Claimed Google Business Profile:

• Control: Business owners can manage and update all information, including address, phone number, website, hours of operation, photos, and more.
• Reviews: You can respond to customer reviews, address concerns, and engage with customers.
• Promotional tools: You can post updates, events, offers, and discounts to attract customers.
• Analytics: You’ll be able to access valuable insights and data to understand customer behavior and improve your business.
• Visibility: Claimed profiles have a higher chance of appearing in local search results.
• Professionalism: Claiming your profile signals professionalism and commitment to customer service.
• No need to verify: You can verify your business before you edit information about it.

Unclaimed Google Business Profile:

• Lack of control: Google manages the information, and the business owner has limited or no control over the data displayed.
• Outdated or incorrect information: Your business information might be inaccurate or outdated, leading to customer confusion and dissatisfaction.
• No ability to respond to reviews: Business owners cannot respond to customer reviews.
• Limited visibility: Unclaimed profiles may have decreased search visibility.
• Vulnerability to tampering: Unclaimed listings are vulnerable to incorrect edits or tampering, which can harm the business's reputation.
• Reduced consumer trust: An unclaimed profile can reduce consumer trust and signal a lack of professionalism.
• Need to verify: You need to verify your business before you edit information about it.

2. Create a “Book Now” button that links directly to your website 

The “Book Online” button is a valuable piece of digital real estate, and the NGCOA highly recommends that your “Book Online” button links directly to your website's tee time booking page.

1. Ask your Golf Management Software (GMS) provider if they have completed the Google approval process. Google’s vetting establishes the GMS is a tee time “aggregator” with clients using its web-based tee time booking engine.
2. Each golf course must ask their GMS provider if it is approved, how soon the process will be completed, and how they plan to alert you.
3. If Google has approved your GMS provider, you can request that it place the direct booking button, shown below, on your profile. Only your GMS provider can place or remove the button at your request, i.e., if you change providers. Google will not do this for you. (use profile image here)
4. Your direct booking link will be displayed as the name of your GMS, i.e., “TenFore,” “foreUP,” etc. This is not ideal because these brands don’t have name recognition with golfers and might cause confusion. It adds another click to the booking process. And it potentially leads customers away from booking directly with you. NGCOA is working with Google to change the GMS name to the golf course name on the listing.

Choices you can make:

1. Remember, the golf course is always in full control of what appears on its GBP (if it has claimed ownership of it). See this clip with Google Partnerships Lead, Adam Jaffe, explaining this. 

1. You can choose not to have a direct booking link and instead list only third-party providers. This introduces an intermediary between you and the golfer and we do not advise it. The golfer would likely pay a convenience fee, and the third party would get the customer data.
2. Google has strict policies for partners (aggregators) if you choose to have one removed. The golf course requests the listing removal with the aggregator, which has five days to have Google remove the listing from the GBP. There are severe punishments if this timeframe is not met. 

Google’s Direct Path to Tee Times

It’s all about the mobile experience, according to Google. Reducing clicks and making it easier to find and reserve a tee time “on the go” is why Google added a direct booking format for mobile Google Maps and Google Search. The Business Profile Page on Google Maps has a chip labeled “Book.” On Google Search, it’s called “Tee Times.” Either one will display available tee times rather than take the user to the golf course’s booking engine first. It looks like this:

This example shows a golf course WITHOUT a direct-to-website booking link which lists three third-party alternatives instead. NGCOA advises against this business decision. A golf course must approve the placement of third-party tee time aggregators or packagers with Google.

Related NGCOA articles on Google booking:

• Google Gets Golf – The Search For Tee Times Leans In Your Favor 

• Google Gets Golf, Part 2 – Getting to the Facts… and the Opportunity 

• Google Gets Golf, Part 3: The Definitive Guide To Your Tee Times On Google