Want to attract customers to your business? We know that consumers are 2.7 times more likely to think you’re reputable if they can find you in search. That’s why it might be time to level up your Google Business Profile! This free tool is like a digital storefront that helps people find you online — a well-optimized Google Business Profile can increase your web and foot traffic.
An optimized profile may show up higher in search results and on Google Maps. This means more people will see your business when they’re looking for what you offer. Ready to make your Google Business Profile work harder for your business? Read these easy ways to boost your online presence.
What is a Google Business Profile?
Your Google Business Profile (formerly known as Google My Business) is Google’s version of an online business listing. It displays your contact information, hours, services offered, and other pieces of information customers might want to know.
Not only does a Google Business Profile (GBP) help you communicate with customers, but it can draw in consumers who’ve never even heard of you. It’s tied to Google search, so your listing may be the first exposure someone has to your business. In short, Google Business Profile is an essential free marketing tool with search engine optimization (SEO) benefits.
Why is Google Business Profile Optimization Important?
An optimized profile does more than help it show up in search (although that’s a big advantage). It may also:
- Help local customers find you faster: When customers give Google access to their location information, they’ll see businesses that match their interests and are close by. Optimized listings may appear first, even above businesses closer to the customer.
- Give you more control: Your Google Business listing may be the first a customer hears of you, making it vital to share the right information. Set the stage with high-quality photos, accurate hours, and Q&As on your terms.
- Encourage more reviews: Customers trust Google Reviews above other platforms. Get as many reviews as possible to increase visibility. Optimized listings make it easier for customers to find you and share their experiences.
- Inform business decisions: Google Business Profiles are a Google offering, and they’re connected to the powerful Google Analytics dashboard. You can use the data Google collects on visitors to your profile to learn more about customers and serve them better.
The best part is that setting up or claiming a Google Business Profile is free. You only pay for additional marketing support if you want to expand your reach. It’s an accessible branding tool for companies of all sizes.
An optimized Google Business Profile also sets you apart from your competitors. While they are free, many companies don’t tend to their listings, respond to reviews, or update hours and services. Consumers notice this. If you’re the one in your community who cares for your listing, you could win the attention of future fans.
14 Ways to Optimize Your Google Business Profile
It’s not enough to set up your profile and let it sit. Give it some ongoing extra care to improve visibility and earn the trust of your customers. Start with these tips for accurate, Google-worthy results.
1. Fill in the Entire Profile
An optimized Google Business Profile (GBP) helps customers find you and establishes trust. Google estimates that searchers are 2.7 times more likely to think you’re reputable if you have a complete profile. They’re also 70% more likely to visit and 50% more likely to purchase!
Depending on your business category, you’ll need:
- Basic information: Business name, address, phone number, website
- Business hours: Regular hours and special holiday hours
- Services or products: Detailed list with descriptions and prices
- Attributes: Payment methods, accessibility features, amenities
It doesn’t take long to fill out the initial information, and the possible ROI is significant.
2. Choose the Right Business Categories and Subcategories
A GBP listing category is a classification that describes the type of business you operate. You must choose a primary category that best represents your business and, optionally, additional categories that provide more context about your products or services.
Google gives some categories unique features, like restaurant menus or hotel star ratings. If you pick the wrong category, these useful features won’t show up.
There are many secondary categories to choose from, too. If you offer multiple services or products, layer the categories to cover everything you offer. Avoid picking broader categories that are too similar — the ultimate goal is to show up to as many unique target audiences as possible.
3. Add High-Quality Photos and Videos Regularly
Google favors engaging and well-optimized profiles. Businesses with more high-quality photos tend to boost local search results and appearance on Google Maps because Google sees them as active and relevant to users. To improve search, include both photos and videos when first setting up your profile and continue to add more over time.
Start with your cover photo — this is likely to be used as your main business photo. (Note: Google can sometimes select another photo and ignore your preference. To increase the odds that Google accepts your chosen photo, use these tips from our Google Business Profile Image Guide.)
- Use the recommended dimensions of 1024 x 576 pixels in landscape orientation.
- Upload your photo as a JPG or PNG file.
- Don’t upload anything larger than 5MB.
- Avoid blurry or pixelated photos.
- Choose a photo that represents your business well, such as a storefront or key product offerings.
- Go for a clean, well-lit photo that presents an inviting atmosphere.
After you upload your cover photo, add new photos highlighting your best features. Menu items, new products, or even amenities like a fireplace and parking lots can help customers learn more about your business. Videos, including video tours of the inside of your business, add more context and should be added after your initial profile photo is approved.
4. Keep Your Business Hours Accurate and Updated
Review and update your hours regularly so they reflect the current schedule. You can use a recurring schedule for weekly or seasonal variations, which should be checked monthly to ensure accuracy.
- The “Special Hours” feature should be used for temporary schedule changes, such as holidays or closing for an event.
- The “More Hours” feature allows you to list additional hours, such as pickup, delivery, or sensory-friendly shopping hours.
While you’re checking your GBP hours, verify that the hours are correct across all platforms, like social media and your website. Google regularly crawls websites to gather information about your business. If it collects data somewhere else, it can use it to populate your GBP— even if it contradicts what you’ve manually entered.
5. Create a Thoughtful Business Description
Add enough detail to your business description so customers know what to expect from your company. Your description should stand out with accurate information and reinforce that you’re a local business.
Some ways to add detail include:
- Start with your main business type and where you’re located.
- List your best products or services.
- Mention what makes your business special.
- Use words people might search for, but don’t overdo it.
Keep the description short and clear, and put the most important information in the first 250 characters. Write like you’re talking to a customer, with a call to action like “Visit us today!”
Update your description when needed, but don’t include information about special deals or links to websites.
6. Leverage Google Posts
Google Posts is a feature within Google Business Profile that lets businesses share updates, business offers, and other newsworthy information. Customers can see posts from search or when viewing a business on Maps. Engaging posts can help attract new customers over time because they appear in search results and Google Maps, making your business more noticeable to potential customers.
Create high-quality posts featuring photos of your products and a call to action (CTA) to try the featured product. Consider announcing special menu items, for example, that are exclusive to the holidays or limited-time promotions.
Another strategy is to share behind-the-scenes information about your staff, renovations, or other interesting news that gets customers’ attention and helps them connect with you. Be sure to rotate the types of posts you make (video, photos, text-only). Use the metrics on each post to see which ones resonate with your audience, and try to duplicate style, tone, or call-to-action in future posts.
7. Encourage and Respond to Customer Reviews
Interacting with customer reviews can help boost your search ranking, as Google sees reviews as a signal of an active business profile. When businesses engage with reviews, customers are more likely to leave new reviews. More fresh, positive reviews can improve your profile’s credibility and local ranking.
Ask customers to review your business right after their purchase, either on their receipt, with an in-person ask, or through email or text. Then, direct them to your Google Business Profile to make it easier for them.
After each review, respond within 1-2 days, if possible, and thank them for every review (even negative ones.) Address them by name to be more personal and engaged.
You should also:
- Express your appreciation, no matter the review. Use positive review templates when possible.
- Invite back those who reviewed you positively.
- Mention specifics from the review in your reply to show you know how to listen.
- Apologize after bad reviews, and ask them to reach out to you so you can fix it. Negative review templates help you stay professional.
- Always be polite, no matter the tone of the review.
8. Use Attributes to Highlight Unique Offerings
Google Business Profile attributes are specific details businesses can add to their profile to highlight key features, services, and amenities. Examples include Braille menu availability or contactless payments.
Here’s how to use them well:
- Pick the right attributes and only include them if they genuinely fit your business. Think about what makes you different, how people can pay, and whether your business is accessible for everyone to enjoy (such as people in wheelchairs or with pets).
- Showcase your values or the communities you belong to. For example, let your customers know if you’re women-owned or veteran-led.
- Let customers know about special touches you’ve added, such as free Wi-Fi, infant changing tables, or touchless payment methods.
- Use relevant keywords. Terms like “locally sourced” or “homemade sourdough” can attract customers who seek out trends when shopping. Just be sure you offer what you advertise and don’t take advantage of trends for SEO’s sake.
Review your attributes every six months and adjust outdated details.
9. Add Products and Services Information
Your offerings may stay the same year-round or change weekly. No matter how often you change things up, your listing should accurately reflect what you have to sell. Update your products and services through the GBP profile by adding new products, including descriptions, prices, and categories. Use high-quality images of your actual products and avoid stock images or AI-produced photos.
Restaurants should use the menu option to share food and drink listings.
If there’s not enough room for everything you offer, or you only have time to include a few to start, focus on your best sellers or those with seasonal appeal. Refer to Google’s prohibited items list to ensure your offerings follow the rules.
10. Answer Frequently Asked Questions in the Q&A Section
Google’s Questions and Answers section on the business profile allows anyone to ask questions about your business. Take a proactive approach and answer questions as they come in to limit the amount of misinformation posted by other users.
You don’t have to wait for someone to ask a question. Start by answering common questions before customers even ask them. Think about what people often want to know about your business. Then, add these questions to your profile and give clear, short answers.
Keep an eye on your Q&A section every day and try to reply within 24 hours. Use words people might search for when you answer, but keep it natural. If you see helpful answers from other users, give them a thumbs up, but if you spot anything wrong or abusive, flag it. Taking care of your Q&A section will help more people find and choose your business online.
11. Add Your Business’s Physical Location With a Clear Map Pin
Add your exact physical address and verify your map pin to give customers confidence when using Google’s navigation tools.
You can set your business location in your Google profile by verifying the address Google has on file and adjusting your map pin to appear right next to your customer entrance. Customers need to know which side of a street or building to enter —this is even more important if you share space with other businesses. Make it easy for your customers to find you and avoid frustration.
12. Track Performance Using GBP Performance
Google Business Profile Performance gives search data on how customers find you and interact with your listing. It shows metrics like the keywords that help people find you and how your web traffic changes over time. To check your performance, sign in to your Google account and search for your business. Click on “Performance” to see how people find and interact with your profile.
You can look at different time periods, up to six months back. GBP Performance lets you track calls, messages, bookings, and website clicks, too. Check these numbers regularly to see what’s working well and what needs improvement. You could learn that your chosen keywords aren’t relevant or that photos aren’t engaging enough to get clicks. This information helps you make smart choices to attract more customers and grow your business online.
13. Regularly Audit and Update Your Profile for Accuracy
Keep your listing updated. Set a reminder to check your profile every month or so. When you do, look at all the information you’ve shared. Make sure your business hours, phone number, and address are still correct. If anything has changed, update it right away.
Also, take a look at your photos and videos. Are they still showing your business at its best? If not, add new ones that show what your business looks like now. Check your services or products list, too. By doing these regular checks, you’ll keep your profile fresh and accurate, which helps customers find and choose your business.
14. Make Sure Your Other Listings are Accurate, Too
Your Google Business Profile may be the most influential in helping your customers find you, but it’s not the only place they may encounter you.
There are over 50 business listing directories to share your information — all should be reviewed and verified regularly to keep customers informed. If you haven’t taken the time to go through and claim your listing on most of these, set aside a day or two and make it happen.
How GBP Ties Into Your Wider Local SEO Strategy
An accurate and up-to-date Google Business Profile can boost your SEO efforts by creating trust with customers and Google itself. The more likely people are to click on your listings, the more it signals to Google that you have engaging content, and it could help you appear higher in search queries.
Any effective SEO strategy should be ongoing. Refresh your profile with new information, and avoid including details that could mislead your customers. This includes responding to reviews and being professional with the content you post. Keeping your profile current and engaging helps both Google and your customers, which is great for your business overall.
Streamline Your GBP Management With Chatmeter
Remember, you can create a Google Business Profile for free if your business meets with customers in person during your open hours. But it can take a lot of work to make your profile the best it can be. Fortunately, Chatmeter makes managing your GBP easy and effective by updating your profile, handling customer reviews, and using SEO best practices to help you show up in local searches.
You won’t have to guess how you’re doing, either. We give you detailed reports on any listing issues and provide expert support to make your profile shine. Set up a demo today to see how an optimized Google Business Profile listing can help your ideal customers find you faster.