Master Your Google Business Profile for Improved Local Visibility

Did you know businesses with a complete Google Business Profile are 2.7 times more likely to be considered reputable? If you want to attract more local customers, this guide will show you how to maximise your Google profile’s potential.

Your Google Business Profile is more than just another online listing. It’s your chance to grab the attention of local customers at exactly the right time. Whether you’re a café, a plumber, or a boutique shop, having an optimised profile helps people find you, trust you, and choose you over the competition.

Disclosure: This post contains affiliate links and offers that benefit Jan Kearney with no additional cost to you. Parts of this article are AI generated/AI assisted.

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Why Your Google Business Profile Matters

Your Google Business Profile is often the first thing people see when they search for your business – or businesses like yours – on Google or Maps.

It’s not just about showing up!

Your Google business listing is your opportunity to give potential customers everything they need to choose you.

Here’s why your Google Business Profile matters:

• Increase Visibility: Appearing in the Local 3-Pack on Google search results makes it easier for customers to find you before your competitors.
• Build Customer Trust: Providing accurate, detailed, and up-to-date information helps people feel confident about your business.
• Encourage Customer Actions: An optimised profile allows people to call, book, get directions, or visit your website straight from the search results.

A well-maintained Google Business Profile gives customers a reason to pick your business over someone else’s. A detailed business listing is what builds trust and brings in customers from local searches and directories. Google states:

Customers are 2.7 times more likely to consider a business reputable if they find a complete Business Profile on Google Search and Maps.

Core Features of a Google Business Profile

To make the most of your Google Business Profile, it’s important to understand its key features and use them effectively. Each part of the profile plays a role in helping customers find and trust your business.

Key Features to Optimise:

• Business Information: Ensure your name, address, phone number (NAP), website, and hours are accurate and consistent across all platforms.
• Business Description: Use the “From the business” section to highlight what makes your business unique, including relevant keywords for better visibility.
• Categories: Choose a primary category that best describes your business, and add specific secondary categories to cover everything you offer.
• Products and Services: List what you sell or offer with clear descriptions and pricing, if applicable.
• Photos and Videos: High-quality images and videos help customers visualise your business. Include photos of your team, products, premises, or completed projects.
• Attributes: Highlight features like wheelchair access, payment methods, or family-friendly amenities to set customer expectations.
• Google Posts: Share updates, offers, or events directly on your profile to keep customers informed.
• Reviews and Q&A: Manage customer reviews and respond to questions to build trust and engagement.
• Messaging: Enable messaging so customers can contact you directly with inquiries.
• Call-to-Action Buttons: Make it easy for customers to take the next step, whether it’s booking an appointment or visiting your website.

An optimised profile isn’t just about filling in the blanks. Each feature is an opportunity to stand out, build trust, and make it easy for customers to choose you.

A well-managed Google Business Profile puts you ahead of the competition and makes it easier for people to find and choose your business.

Local Search Ranking Factors with Tips to Optimise Your Profile

Your Google Business Profile’s visibility in local search results is influenced by 6 key local search ranking factors. Understanding local search can help you optimise your Google Business Profile for better rankings.

1. Relevance

How well does your business profile match what a customer is searching for?

Action: Use accurate categories, detailed descriptions, and relevant keywords to ensure your profile aligns with search intent.

Examples:

• Categories: There are hundreds of categories to choose from. I use PlePer Google My Business Category Helper to help find relevant GBP categories.
  For example, a yoga studio should select “Yoga Studio” as the primary category. You can have up to 9 secondary categories. Think about the related services you offer. Secondary categories such as “Wellness Center”, “Yoga Teacher”, or “Pilates Studio” may help improve your visibility based on search intent.
• Description: You have 750 characters to create a good profile description. The first 250 characters will be displayed. Your description should be concise and to the point, aim for 300-400 characters. Start with what your business does and for whom.
  A Dog Walker might have as their description “At work all day? My Dog Walker is here to put your mind at rest knowing your pet is visited at your home. We walk your dogs in local parks and community areas in Runcorn. My Dog Walker staff are fully insured and pet first aid trained. Our services include: pop-in at home visits for cats and dogs, solo dog walks for nervous dogs, and group dog walks.”
• Keywords: Use specific words that a customer might use to search for a business like yours. Include your location and services naturally through the description. My Dog Walker business above has included the location, “dog walks” “home visits”, “fully insured”, “pet first aid trained”, “nervous dogs”

2. Distance

How close your business is to the person searching?

Action tip: Improve visibility by ensuring your address is correct and adding service areas for broader coverage.

Example: A take-away business with delivery could list “Runcorn, Widnes, and Frodsham” as service areas to show they cover multiple local towns.

3. Prominence

How well-known your business is online and offline?

Action tip: Build prominence by encouraging positive reviews, securing backlinks from reputable websites, and maintaining regular activity on your profile.

Examples:

• Reviews: A hair salon could email customers after their appointment with a polite request to leave a review on Google, along with a direct link to make it easy.
• Backlinks: A local landscaping company could collaborate with a community garden project and have their business featured on the garden’s website as a sponsor or partner.
• Activity: A fitness studio could post monthly updates about new classes or share photos of recent sessions to show the business is active and engaged.

4. Keywords

Are relevant keywords naturally included in your Google Business Profile?

Action tip: Incorporate keywords in your business description, products, services, and Google Posts without keyword stuffing.

Example: A personal trainer could include phrases like “weight loss programmes in Widnes” or “strength training for beginners” in their posts and descriptions.

5. Activity and Quality of Information

Does your profile include regular updates and high-quality information?

Action tip: Post frequently, upload high-quality photos, and ensure your profile details are complete and accurate.

Example: A florist could share weekly posts showcasing seasonal bouquets, such as “Celebrate spring with our fresh tulip arrangements.”

6. Citations and Links

Is your business information consistent across directories and websites? A citation is a mention of your business name, address and phone number (NAP). Consistency is across platforms key!

Action tip: Use tools to ensure your NAP (name, address, phone number) is consistent and build backlinks from trusted websites.

Example: A café could use Whitespark Citation Finder to find current citations across the web and new, local citation opportunities.

By focusing on these ranking factors, you can improve your chances of appearing in the Local 3-Pack and attracting more customers.

How to Improve Your Local Ranking on Google – Video

Google Business Profile Optimisation Checklist

An optimised Google Business Profile doesn’t just look professional, it increases your chances of appearing in local search results and encourages customer actions. Here’s how to get it right:

Engagement and Performance

An optimised Google Business Profile is designed to get customers to act – whether it’s calling, booking, or visiting. When every feature is used effectively, your business profile becomes a powerful tool for turning searches into real-world results.

1. Zero-Click Searches

Many customers get all the information they need from Google search results without visiting a website. This is where a well-optimised profile can really shine.

• Why It Matters: Customers want quick answers – your profile gives them exactly what they need right in the search results.
• How to Make It Work:
  • Keep your contact details, opening hours, and services accurate and up to date.
  • Add FAQs in the Q&A section to pre-empt common questions, such as “Do you offer emergency services?” or “What payment methods do you accept?”
  • Use high-quality photos to create a positive impression immediately.

2. Appearing in the Local 3-Pack

The Local 3-Pack is the group of top three businesses that appear prominently in local search results. It’s where most customers click first.

• Why It Matters: Businesses in the Local 3-Pack see significantly higher visibility and engagement.
• How to Improve Your Chances:
  • Focus on relevance, prominence, and activity (regular updates and positive reviews).
  • Use keywords naturally in your business description and posts.
  • Encourage happy customers to leave reviews regularly and respond to them promptly.

3. Actionable Features

The actionable features of your Google Business Profile make it simple for customers to take the next step—directly from the search results.

• Key Features:
  • Call Buttons: Ensure your phone number is correct, and customers can call with a single click.
  • Messaging: Enable messaging to let customers ask questions directly. Respond promptly to build trust.
  • Booking Buttons: If applicable, set up booking functionality for services or appointments.
  • Website and Directions Links: Make sure these links are accurate and functional to guide customers effortlessly.

4. Customer Actions

Every interaction on your profile is a potential customer action. By tracking these, you can understand what’s working and adjust your strategy.

• Common Actions:
  • Calls: Use Insights to track how many calls come through your profile.
  • Direction Requests: Learn where your customers are coming from to tailor your marketing efforts.
  • Website Clicks: Monitor traffic to see if your profile is driving visitors to your site.
  • Bookings: If applicable, track appointments or reservations made via your profile.
• How to Use This Data:
  • Identify patterns (e.g., peak call times or popular service pages) and adapt your business to meet customer demand.
  • Refine your profile content (like FAQs, posts, or photos) to align with customer behaviour.

By focusing on these features and encouraging customer engagement, your Google Business Profile becomes a tool that actively brings customers to your door.

Ongoing Maintenance and Monitoring

An optimised Google Business Profile isn’t something you set and forget. Google often pulls information from across the web to update listings automatically, and users can also suggest edits. Keep an eye on your profile to ensure your information stays accurate and reflects your business correctly.

1. Keep Information Up to Date

• Regularly check your business hours, address, and contact details to ensure they’re accurate, especially during holidays or temporary closures.
• Update your services, products, or offerings if they change.

2. Publish Regular Updates

• Use Google Posts to share news, events, promotions, or seasonal updates.
• Add new photos or videos to showcase what’s happening in your business, like renovations, new arrivals, or community involvement.

3. Monitor and Respond to Reviews

• Respond to all reviews, both positive and negative.
• Thank customers for their feedback and address issues constructively when needed. This builds trust and shows you value customer input.

4. Track Your Profile’s Performance

• Use Google Insights to monitor customer actions like calls, clicks, and direction requests.
• Look for trends in customer behaviour and adjust your strategy accordingly.

5. Regularly Engage with the Q&A Section

• Answer new customer questions promptly.
• Add commonly asked questions with clear answers to provide helpful information upfront. This saves customers time and improves their experience.

6. Watch for Competitor Activity

• Keep an eye on competitors in your area by reviewing their profiles and posts.
• Identify gaps in your strategy and adapt to stay competitive.

7. Check for Unauthorised Changes

• Google users can suggest edits to your profile, and sometimes these changes might not be accurate. Regularly review and approve edits to maintain control over your profile.
• Watch for automatic updates from Google based on third-party information and ensure they’re correct.

Consistent maintenance shows Google – and your customers – that your business is active, reliable, and worth choosing.

It’s worth setting a reminder to check these details regularly. Even a small mistake can mean lost customers and missed calls. Check your details regularly, especially as Google can pull data and update from other sources!

Boost Local SEO with These Google Business Profile Tips

If you want your Google Business Profile to show up at the top of local searches, there are a few things you should keep in mind. Local search ranking isn’t magic, it comes down to being visible, relevant, and trustworthy. Here are some tips:

Use Local Business Citations

Local business citations are still important for local ranking. Citations are where your business name, address and phone number (NAP) are listed online. Relevant citations can improve your local search position. Be consistent! Your NAP details can show up in local searches independently from your business profile. For the best results:

1. Check your details on big directories like Yellow Pages, and local chambers of commerce.
2. Keep an eye on your listings to make sure they’re correct.
3. Connect with online groups related to your business.

Use tools like WhiteSpark Local Citation Finder to find citations relevant to your business.

Managing your local business citations well will boost your local SEO efforts.

Manage Google Reviews Effectively

Customer reviews can make or break your online reputation. When potential customers see that others have had a great experience with you, they’re more likely to choose your business over competitors.

But it’s not just about collecting reviews! You need to manage them well too.

A quick, friendly response shows potential customers you value their feedback. Thank positive reviewers and address issues with negative ones to show accountability.

Respond to Customer Reviews

Customers look forward to a reply when they give a review. Keep these points in mind:

• Timeliness: Quickly replying to reviews shows customers you care about their thoughts.
• Personalisation: Use the customer’s name and mention details from their review to connect with them personally.
• Gratitude: Thanking customers for their feedback makes them more likely to come back.
• Resolution: Offer solutions or further discussion when dealing with negative feedback.

Build a Positive Online Reputation

Work constantly to maintain a good online image by engaging with your customers. Use these methods to get more reviews over time:

• Request Feedback: Ask happy customers to leave reviews. This proactive step helps with managing your reputation.
• Monitor and Manage: Keep an eye on your reviews to understand customer feelings and address any issues promptly.
• Highlight Positive Reviews: Use positive reviews to your advantage by showcasing them on your website or social media. It’s a great way to build trust and show people what your business is all about.
• Engage with Your Audience: Talking to customers on social media encourages more reviews and feedback.

Optimise Your Google Profile Photo Updates

Photos play a big role in how customers see your business. When someone looks at your Google Business Profile, those photos are often the first impression they get. That’s why it’s important to use high-quality, engaging visuals that truly represent what your business is about.

Choose Engaging Visuals

Skip the stock photos and use real pictures of your business, staff, or products. Real photos make your business feel authentic and relatable.

If you’re a landscaper, show some shots of you or your team out on jobs with before and after photos. For a café, show cosy seating areas, the friendly barista, and those delicious cakes you offer.

Keep Your Photos Fresh: Make a habit of updating your photos regularly. It could be new products, recent projects, or special events. Fresh visuals not only make your profile look active, but they also show that your business is evolving and growing.

High Quality is Key: Blurry or poorly lit photos can make your business seem unprofessional. Make sure your photos are well-lit, high resolution, and highlight the best parts of your services or products. Think about what would make someone want to visit you based on what they see.

Showcase Different Aspects: Include a mix of photos:

• your storefront,
• your team
• your work
• happy customers
• you doing what you do!

A variety of photos helps potential customers feel more comfortable and gives them a good idea of what they can expect. People always love a friendly face!

How Visuals Influence Customer Perception

There’s a lot of research on how visuals affect what customers think of a brand. High-quality photos can make your business seem more professional and trustworthy. This can have a big impact on their choices. Here’s why visuals are so important:

1. Emotional Connection: Good visuals can touch people’s feelings, drawing them to your brand.
2. Memory Retention: Pictures help people remember your business, setting you apart from rivals.
3. Enhanced Trust: Real photos can help make your online image more believable.

Keep Your Google Profile Accurate

Keeping your Google Business Profile accurate might seem like a small detail, but it’s one of the most important things you can do to maintain customer trust and attract new business. Outdated information can be frustrating for customers and can easily result in lost opportunities.

Update Your Hours Regularly: Make sure your opening hours are correct, especially during holidays or special events. If someone shows up to your store or office only to find it closed, chances are they won’t try again. Keeping your hours accurate ensures a smooth experience for your customers.

Check Your Contact Details: Make sure your phone number, address, and website are always up to date. Any changes should be reflected in your profile immediately. The last thing you want is someone calling an old number or going to an outdated location.

Add New Services or Products: As your business grows, you may add new services or products. Make sure these updates are reflected in your Google profile. It’s an easy way to let potential customers know what you’re offering right now.

Highlight Temporary Changes: If you’re making any temporary changes, like taking a break, moving locations, or hosting a pop-up event, make sure to update your profile to reflect these changes. This helps keep your customers informed and avoids any confusion.

Use Google Posts for Engagement

Google Posts are a fantastic way to keep your audience engaged and informed. Think of them as mini-ads that show up directly on your Google Business Profile. Whether you’re running a special offer, hosting an event, or just want to let people know about a new service, Schedule your Google Posts regularly, its your opportunity to get the message out to potential customers who are already interested.

Promote Special Offers: If you’re running a promotion, like a discount or a two-for-one offer, use Google Posts to get it noticed. When people see your listing, they’ll also see that great offer, which could be the nudge they need to choose you.

Highlight Upcoming Events: Got an event coming up? Maybe a workshop, charity event, or a pop-up? Google Posts are the perfect way to make sure people know what’s happening and how they can join in.

Keep It Fresh: Google Posts expire after a while, so make a habit of adding new posts every week. It helps show that your business is active and engaged with the community.

Use Photos and Call-to-Action Buttons: Adding a photo to your post makes it more attractive. Plus, with a call-to-action button like “Learn More,” “Sign Up,” or “Call Now,” you’re making it easy for customers to take that next step.

Use Insights to Understand and Improve Performance

Google Business Profile Insights gives you valuable information about how people are interacting with your profile. It’s like having a window into your customers’ journey, allowing you to see what’s working and what could use some tweaking.

Understand How Customers Find You: Insights can show whether people found you through a direct search (like typing your business name) or through discovery (looking for a type of business). This helps you understand whether your marketing efforts are reaching new people or bringing back existing customers.

Track Engagement: You can see what actions people are taking when they view your profile. Are they’re visiting your website, calling you, requesting directions, or looking at your photos? Knowing what drives engagement helps you focus on areas that bring the most value.

Review Popular Times: Insights can tell you when people are most frequently interacting with your business. If you notice a trend, like lots of calls at certain times, you can adjust your availability or staffing to ensure you’re meeting demand.

Identify What Resonates: Look at which posts, photos, or offers are getting the most attention. The better you understand what draws people in, the more you can tailor your updates to keep them coming back.

Keep Your Profile Active with Regular Updates

Keeping your Google Business Profile active is one of the best ways to stay relevant to both Google and potential customers. Regular updates signal that your business is thriving and helps you build a stronger relationship with your audience.

Add New Posts Regularly: Make it a habit to post updates about your business. Whether it’s a new product launch, an upcoming event, or just a seasonal greeting, new content helps keep you top-of-mind for your customers. Plus, it shows Google that your business is engaged.

Share Fresh Photos: Update your photos whenever there’s something new to share:

• a renovation,
• a new product,
• a community event you took part in
• a new service
• awards you’ve won
• this week’s offers or deals

Respond to Reviews Quickly: Always aim to reply to reviews, both positive or negative, as soon as possible. This not only shows good customer service but also keeps your profile looking active. The more responsive you are, the more potential customers see that you’re engaged and care about feedback.

Seasonal or Promotional Updates: Use your profile to share limited-time promotions or seasonal hours. Keeping these details up to date ensures your customers always have accurate information, and they can take advantage of what you have to offer at the right time.

Link Your Website and Service Pages

Direct links from your Google Business Profile to your website and service pages improve customer engagement and provide a clearer view of what you offer. Visitors gain a better understanding of your business, which can lead to more inquiries or sales.

This approach helps build trust and allows customers to find detailed information on specific services, book appointments, or make purchases.

Summary

Your Google Business Profile is like your digital shop window. It’s what people see when they look you up on Google or search on Google Maps—whether they’re checking your hours, looking at your photos, or reading reviews.

To make the most of it, keep everything consistent: your name, description, hours, and categories. Consistency helps Google trust your business and rank you higher in local searches.

Key Highlights:

• Complete Your Profile: Accurate and consistent business info (name, address, phone number) across all platforms helps you build trust and show up in searches.
• Get Reviews: Encourage happy customers to leave reviews and make sure to respond to all of them—positive or negative. It shows you care.
• Regular Updates: Keep your info current, add new photos, share Google Posts, and highlight promotions. This shows customers—and Google—that your business is active.
• Use High-Quality Photos: Real, well-lit photos of your team, work, or products make your profile more inviting and trustworthy.
• Leverage Google Insights: Understand how people find and interact with your profile, and adjust based on what drives engagement.

An active, consistent, and optimised Google Business Profile makes it easier for local customers to find you, trust you, and choose you over others.

FAQ

Why do I need a Google My Business profile?

A Google Business Profile (formerly Google My Business) boosts your visibility in local searches, helps customers find you more easily, and builds trust. It’s an essential tool to attract local customers and grow your online presence.

What is the difference between Google My Business and Google Business Profile?

Google My Business was rebranded as Google Business Profile. It still provides the same features to help businesses manage their presence on Google Search and Maps.

How do I know if my business has a Google Business Profile?

To check if your business has a Google Business Profile, search for your business name on Google. If a profile appears with your business details, you’ve got one. Alternatively, you can try claiming your business on the Google Business Profile website to see if a profile already exists.

How should I manage customer reviews on my Google Business Profile?

Always respond quickly to both good and bad reviews. Thank your customers for positive feedback. For negative feedback, reply politely and constructively. This shows you value all feedback and are committed to improving your service. It’s good for your business’s image.

Why is it crucial to keep my business information accurate on Google?

Keeping your business info accurate on Google is key because mistakes can confuse customers and harm your Google Maps rankings. Regular updates to your name, address, phone number, and hours boost credibility and local search visibility.

What role do local business citations play in my online presence?

Local business citations act as online mentions of your business that help establish your authority. Having consistent citations across various directories tells Google your info is reliable. This can improve your local search rankings and make finding you easier for customers.

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