A Google Business Profile is one of the most important tools available to businesses that serve customers in a particular area. When people search for local products or services using Google Search or Google Maps, business profiles are often displayed before the standard search results.
A well-maintained profile provides potential customers with key information such as your business name, address, telephone number, opening hours, photographs, customer reviews and a link to your website. It also allows customers to contact you directly, request directions or visit your website.
Creating and maintaining an accurate Google Business Profile should form part of any local search engine optimisation (SEO) strategy.
Why a Google Business Profile Matters
Many people now use Google to find local businesses rather than relying on printed directories or recommendations alone. Whether someone is searching for a plumber, hairdresser, electrician, restaurant or garage, Google will usually display businesses that are relevant to the search and located nearby.
Businesses with complete and accurate profiles are generally more likely to attract enquiries than those with incomplete or outdated information.
A properly maintained profile allows potential customers to:
- Find your contact details.
- View your opening hours.
- Read customer reviews.
- See photographs of your business, products or services.
- Visit your website.
- Obtain directions using Google Maps.
As the service is free to use, there is little reason not to maintain an up-to-date profile.
Step 1 – Claim and Verify Your Profile
If your business already appears on Google, the first step is to claim ownership of the profile. If no profile exists, you should create one.
Google will normally require you to verify that you own or manage the business before you can make changes. Verification methods vary and may include a postcard, telephone call, email or video verification.
Once verification has been completed, you will have full control over the information displayed.
Step 2 – Ensure Your Business Information is Accurate
Your business information should be complete and consistent.
Pay particular attention to your:
- Business name.
- Address.
- Telephone number.
- Website address.
- Opening hours.
These details should match the information shown on your website and other online directories. Inconsistent information can confuse customers and make it more difficult for search engines to understand your business details.
If your business relocates, changes its telephone number or alters its opening hours, update your profile as soon as possible.
Step 3 – Write a Clear Business Description
Your business description should explain what your business does in plain English.
Describe the products or services you provide, the areas you serve where appropriate and any relevant experience or qualifications. Avoid filling the description with repeated keywords, as this does not improve readability and may reduce its usefulness.
The description should be written primarily for potential customers rather than search engines.
Step 4 – Choose Appropriate Business Categories
Google allows you to select a primary business category together with additional categories where relevant.
The primary category should describe your main business activity as accurately as possible. Additional categories should only be selected if they genuinely reflect the services you provide.
For example, a landscaping business may also select categories relating to garden maintenance or tree surgery if those services are offered.
Selecting unsuitable categories in an attempt to appear in more searches is unlikely to be beneficial.
Step 5 – Upload Good Quality Photographs
Photographs help customers understand what your business offers.
Depending on the type of business, you may wish to include photographs of:
- Your premises.
- Staff members.
- Products.
- Completed work.
- Company vehicles.
- Equipment.
Images should be clear, well-lit and representative of your business. Poor quality photographs or images that are several years old may create an unfavourable impression.
Adding new photographs periodically also demonstrates that the business remains active.
Step 6 – Publish Regular Updates
Google Business Profiles allow businesses to publish updates, offers and announcements.
These posts can be used to inform customers about:
- New products or services.
- Changes to opening hours.
- Seasonal promotions.
- Company news.
- Upcoming events.
Although posts have a limited lifespan, publishing updates occasionally helps ensure that the profile remains current.
Step 7 – Encourage Customer Reviews
Customer reviews are an important part of a Google Business Profile.
Businesses should encourage genuine customers to leave honest reviews after receiving a product or service. Reviews should never be purchased or fabricated, as this is contrary to Google’s policies.
It is good practice to respond to all reviews, whether positive or negative.
For positive reviews, a simple acknowledgement is usually sufficient.
For negative reviews, remain polite and professional. Address the concerns raised where appropriate and invite the customer to discuss the matter privately if further investigation is required.
Professional responses demonstrate that customer feedback is taken seriously.
Step 8 – Complete the Services and Attributes Sections
Google allows businesses to list individual services and provide additional information through business attributes.
Depending on the type of business, this may include information such as:
- Accessibility features.
- Payment methods accepted.
- Delivery or collection options.
- Appointment requirements.
- Facilities available on site.
Completing these sections gives potential customers additional information before they contact your business.
Step 9 – Link to Your Website
Your Google Business Profile should include a link to your website.
Your website provides an opportunity to supply more detailed information than can be included within the profile itself.
Ensure that the website is accessible on both desktop and mobile devices and that the contact details match those shown on your Google Business Profile.
Where appropriate, links to official social media accounts may also be included.
Step 10 – Keep the Profile Up to Date
A Google Business Profile should not be created and then ignored.
Review the information regularly to ensure it remains accurate.
This includes checking:
- Opening hours.
- Contact details.
- Business description.
- Services offered.
- Photographs.
- Customer reviews.
Regular maintenance helps ensure that customers receive accurate information and reduces the likelihood of missed enquiries.
Additional Considerations
Businesses operating from multiple locations should create a separate Google Business Profile for each premises where eligible. Each profile should contain information specific to that location.
It is also worthwhile ensuring that your business appears in reputable online directories and that the details are consistent across all listings.
Your website should support your Google Business Profile by including clear contact information, location details and content relevant to the services you provide.
Common Mistakes
Some of the most common issues affecting Google Business Profiles include:
- Leaving the profile unverified.
- Incomplete business information.
- Incorrect opening hours.
- Outdated photographs.
- Choosing inappropriate business categories.
- Failing to respond to customer reviews.
- Using inconsistent contact details across different websites.
- Adding excessive keywords to the business description.
Correcting these issues can improve both the appearance and usefulness of the profile.
A Google Business Profile is an important part of a business’s online presence. It provides potential customers with essential information and can improve your visibility in local search results when managed correctly.
Maintaining an accurate and complete profile requires relatively little time but should be reviewed regularly to ensure the information remains current. Combined with a well-maintained website and good customer service, an up-to-date Google Business Profile can help potential customers find your business more easily and obtain the information they need before making contact.
