Whether you’re looking for a place to eat, an auto mechanic, or a new accountant, one of the first things you do is Google. In most cases, the top results you’ll see (particularly on mobile) contain data from Google Business Profiles. Think of Google Business Profiles as the internet’s version of a Yellow Pages listing (anyone remember those?), but with much more data involved.
Gaining customers by putting AAAA at the beginning of your business name only worked as long as the phonebook was relevant. Today, if you want your listing to bring in new customers, you have to learn how to optimize your Google Business Profile—it’s one of the most effective ways to improve your online visibility. And the best part—it’s free. It just takes a little time and some thought.
Formerly known as Google My Business, Google Business Profile is a tool that helps you manage the way your business shows up on Google Search and Maps. Google’s purpose for business profiles is to ensure that searchers find accurate, engaging, and comprehensive information about your business—so that’s what you need to provide. The business profile is a critical component of any SEO strategy and will help drive organic traffic to your website.
Here’s our comprehensive guide to teach you how to optimize your Google Business Profile, complete with practical tips to get you started.
Claim and verify your business
Claim your business: If you haven’t already, claim your business on Google by searching for your business name on Google and clicking on “Own this business?” or by visiting the Google Business Profile website.
Verify your business: Google will send you a verification code via postcard, phone, or email. Follow the instructions to verify your business, which is essential for managing your profile and accessing all its features.
Complete your business information
Business name: Ensure your business name is accurate and matches the name you use on your signage and other branding materials.
Address and phone number: Enter your business address and phone number. Ensure they are correct to help customers find you easily. If you work out of your home and don’t wish to publicize your home address, consider a virtual PO box or coworking office. However, keep in mind that Google Maps will show your business at the address you enter. If you want to attract local customers, you’ll need a local address.
Website: Add your website URL. If you don’t have one and are serious about generating leads online, consider creating a website. It will serve as the foundation of all your digital marketing efforts.
Business hours: Set your regular business hours and update them for holidays or special occasions.
Categories: Choose the most relevant primary category for your business. You can also add additional categories to describe your services more precisely.
Add high-quality photos
Profile and cover photos: Upload a professional profile photo and a cover photo that represents your business.
Interior and exterior photos: Show the inside and outside of your business premises to help customers recognize your location when they visit.
Product and service photos: Showcase your products or services to give potential customers a visual idea of what you offer. If you’re a restaurant, use high-res images of your dishes. You get the point. Entice customers with high-quality photography.
Team photos: Introduce your team to create a personal connection with your audience.
What about businesses that don’t lend themselves to photos? If none of the above items apply, you can turn to stock photos, but do so thoughtfully. Click here to learn how to choose photos when first impressions are everything.
Write an engaging business description
Tell your story: Use the business description section to share what makes your business unique. Highlight your mission, values, and the history of your business.
Include keywords: Incorporate relevant keywords naturally into your description to improve your search rankings.
Keep It Concise: Aim for a concise—yet informative—description, ideally between 750 to 1000 characters.
Encourage and manage customer reviews
Ask for reviews: Ask happy customers to leave reviews by sending follow-up emails or asking in person. Not comfortable asking? We have a template for that! Check out our free email template pack—asking for reviews is the second template from the bottom.
Respond to reviews: Reply to all reviews in a professional and timely manner, even if they’re negative. Thank customers who left a positive review and address any concerns raised in negative reviews.
Learn from feedback: Use customer feedback to improve your products, services, and customer experience.
You may also be interested in: Dos and Don’ts for Managing Online Reviews
Here’s what Brighter Messaging Principal Sara Jensen had to say about how restaurants can turn negative reviews into opportunities in an article for The Food Institute.
Utilize Google Posts
Create regular posts: Google Posts allow you to share updates or blog posts, special offers, events, and news about your business. These posts appear in your Google Business Profile and help to engage potential customers. If you’re already posting on social media and/or blogging regularly, you can repurpose your content here. Google Posts don’t offer a feed-style experience like most social media platforms. Instead, the posts will appear as your business pops up in search results.
Use visuals: Include high-quality images or videos in your posts to attract attention.
Add calls-to-actions (CTA): Encourage actions like “Call Now,” “Learn More,” or “Buy” to drive customer engagement.
Set Up Messaging
Enable messaging: Activate the messaging feature in your Google Business Profile settings to allow customers to contact you directly through your profile.
Monitor and respond promptly: Regularly check and respond to messages to provide excellent customer service and increase engagement.
Add products and services
List your products and services: Clearly list the products and services you offer. Include descriptions, prices, and images where applicable.
Highlight special offers: Use this section to promote any special deals or discounts you’re currently offering.
Use the Q&A feature
Monitor questions: Regularly check the Q&A section for new questions from potential customers.
Provide answers: Respond to questions promptly with accurate and helpful information.
Pre-empt common questions: Post and answer common questions proactively to provide valuable information to visitors.
Track Insights
Access insights: Use the Insights feature in your Google Business Profile dashboard to track how customers interact with your profile.
Review data: You’ll receive a monthly email from Google recapping your Profile’s performance—including the number of views, search queries, and actions taken on your profile. You can also find this information at any time by clicking on Performance.
Adjust your strategy: Use these insights to refine your optimization strategy and improve your profile’s performance over time.
Ensure consistent NAP information
Name, address, phone number (NAP): Ensure your business name, address, and phone number are accurate and consistent across all online platforms, including your website, social media, and online directories.
Regular updates: Update your NAP information promptly if there are any changes to maintain accuracy and consistency.
Utilize attributes
Select relevant attributes: Choose attributes that describe your business operations, such as “Women-Led,” “Wheelchair Accessible,” or “Free Wi-Fi.”
Keep it updated: Regularly update these attributes to reflect any changes in your business operations.
Schedule and update
Investing a little time and effort into learning how to optimize your Google Business Profile can return significant benefits, from increased website traffic to higher customer engagement and, ultimately, more business.
Just remember, when it comes to building a strong online presence, consistency and regular updates are key. We recommend scheduling some time once or twice per month to check in, make any necessary updates, and take advantage of the Google Posts. If you struggle with marketing or feel overwhelmed, like many small businesses, we’re here to help. Check out our Resources page or contact us to learn more.
