How to optimise your Google Business Profile

A Google Business Profile is free, makes you visible in search results and on Maps, and for local businesses it is often the first thing customers see of you. But an empty or outdated profile does more harm than good. With these steps you set up your profile and keep it strong.

Step 1: claim or create your profile

Search for your business on Google. If a listing already exists, claim it. If not, create a new profile. Google asks you to verify your business, for example with a code by post or phone.

Step 2: choose the right category

The primary category is one of the most important signals. Choose the most specific category that describes your business, and add secondary categories for other services.

Step 3: fill in everything

• Name, address and phone number, exactly the same as on your website.
• Opening hours, including public holidays and vacation periods.
• A clear description of what you do, using the things customers search for.
• Your services or products with a short explanation.
• The right link to your website, preferably to the most relevant page.

Step 4: add good photos

Photos of your business, team and work build trust. Use real images instead of stock photos and add new ones regularly.

Step 5: collect and answer reviews

Ask satisfied customers for an honest rating, for example with a direct link. Reply to every review: thank people for positive ones, and stay calm and helpful with critical ones. That shows you take customers seriously.

Step 6: keep the profile up to date

Occasionally post an update about an offer or news item, answer questions and change details straight away when something changes. A profile that is actively maintained looks more trustworthy.

Why your profile is often the first impression

Before a customer visits your website, they often see your Google Business Profile first: a small map, a rating, a few photos and a phone number. Within seconds they decide whether to call, request directions or click through. A complete, up-to-date profile with good photos builds trust. A profile with missing details or old opening hours does the opposite and costs you customers you will never see.

Details that are often missing

• An extensive description of your business using the words customers use.
• All services or products, each with a short description.
• Special opening hours for public holidays and vacation periods.
• Attributes such as accessibility or payment methods, if Google offers them for your category.
• A photo of the outside and the entrance, so customers can easily recognise you.

Managing and securing the profile

Make sure the profile is linked to an account that you manage yourself, and that the right people have access. Remove former staff from the owners and managers, and never share your login details; grant management rights instead. That way you stay in control, even when an external party works on your visibility.

Would you like to outsource this? Take a look at our page about having a Google Business Profile set up, read more about SEO and our local SEO tips, or get in touch.