Your Google Business Profile, formerly known as Google My Business, is often the very first thing potential customers see when they search for businesses like yours. It appears in Google Maps, in the local pack of search results, and in the knowledge panel on the right side of the page. Optimising this profile is one of the most impactful things you can do for your local online presence, and it costs nothing.
Claiming and Verifying Your Profile
Before you can optimise anything, you need to claim your profile. Head to Google Business Profile and search for your business. If it already appears, claim it and go through Google's verification process, which usually involves receiving a postcard with a code at your business address. If your business is not listed, you can create a new profile from scratch.
Verification is essential. An unverified profile has limited functionality and is less likely to appear prominently in search results. Complete the verification as quickly as possible so you can start making improvements.
Completing Every Section
Google rewards completeness. Fill out every single section of your profile, leaving nothing blank. This includes your business name, address, phone number, website, hours of operation, business category, and business description. The more information you provide, the more confident Google is about showing your business for relevant searches.
Business Categories
Choosing the right categories is crucial. Your primary category should be the most accurate description of what your business does. You can also add secondary categories to cover other services you offer. Be specific rather than general. If you are a pizza restaurant, choose "Pizza Restaurant" rather than just "Restaurant." Specific categories help Google match you with the right searches.
Business Description
Your description should clearly explain what your business does, who you serve, and what makes you different. Use natural language and include relevant keywords without stuffing them in awkwardly. You have 750 characters to work with, so make every word count. Focus on what matters most to your customers.
Photos and Visual Content
Businesses with photos on their profiles receive significantly more clicks and direction requests than those without. Upload high-quality images of your premises, your team, your products, and your work. Keep your photos current and add new ones regularly. Google likes to see active, up-to-date profiles.
Include a mix of interior and exterior shots, team photos, and images that showcase your products or services. If you are a restaurant, show off your best dishes. If you are a tradesperson, share before-and-after photos of your projects. These images help potential customers visualise what it is like to do business with you.
Managing Reviews
Reviews are one of the most important factors in local search ranking and customer decision-making. Encourage your happy customers to leave reviews on your Google profile. Make it easy for them by providing a direct link to your review page. Respond to every review, both positive and negative, in a professional and timely manner.
When responding to negative reviews, stay calm and professional. Acknowledge the issue, offer to resolve it, and take the conversation offline if necessary. How you handle criticism tells potential customers a lot about your business.
Posts and Updates
Google Business Profile allows you to publish posts directly on your profile. Use this feature to share updates, promotions, events, and news. These posts appear in your profile and can influence how prominently you show up in search results. Aim to publish at least one post per week to keep your profile active.
Keeping Information Accurate
Nothing frustrates a potential customer more than incorrect information. If your hours change seasonally, update them on your profile. If you move locations or change your phone number, update it immediately. Inconsistent information across the web can also hurt your search rankings, so make sure your details match everywhere your business is listed.
Monitoring Performance
Google provides insights into how people find and interact with your profile. Review these analytics regularly to understand which searches are leading people to your business, how many people are calling you directly from your profile, and how many are requesting directions. Use these insights to refine your approach and focus on what is working.