Your Google Business Profile: How to make it work harder for your business
Your Google Business Profile is one of the first things potential customers see when they search for your business or the services you offer. Keeping it accurate, complete, and up to date can help more people find you, learn about your business, and choose you over the competition.
Not to mention, a strong Google Business Profile is a key factor in your website’s search engine optimization.
Here are six practical ways to get more out of your Google Business Profile.
1. Complete every relevant section
Start by making sure your profile is fully completed. Add your business hours, contact details, website, address or service area, and a clear description of what you do.
Choose the most relevant primary business category, then add secondary categories where appropriate. These help Google understand what your business offers and which searches your profile may be relevant to.
Check your profile regularly to make sure the information is still correct, particularly if your hours, services, or contact details change.
2. Add high-quality photos
Photos give potential customers a better idea of what to expect from your business. They can also help your profile stand out in search results.
Depending on your business, consider adding photos of:
Your storefront, office, or workspace.
Your products or completed projects.
Your team at work.
Your services in action.
The inside of your premises, particularly if customers visit in person.
Use clear, well-lit images that accurately represent your business. You don't need professional photography for every image, but avoid blurry photos, outdated images, or generic stock photos that don't show what you actually offer.
Add new photos periodically to keep your profile current.
Pro tip: Use file names for your photos that include keywords to further boost your SEO efforts.
3. Make customer reviews a priority
Reviews can influence whether someone decides to contact your business, and they provide useful feedback about what you're doing well and where you could improve.
Make it easy for satisfied customers to leave a review by sharing your Google review link after a successful project, purchase, or customer interaction. You can include it in follow-up emails or other routine communications.
Respond to reviews, too. Thank customers for positive feedback, and address negative reviews professionally. A thoughtful response can show potential customers that you take feedback seriously and are willing to resolve problems.
Never offer incentives in exchange for reviews, and don't ask customers to leave only positive feedback. Google prohibits these practices and getting caught can hugely impact your search engine results.
4. Keep your information up to date
An outdated profile can frustrate customers and cost you business. It’s incredibly frustrating for someone to visit your storefront only to discover it closed, or to call a contact number and get no response.
Review your profile regularly, and update it when anything changes. Pay particular attention to:
Holiday hours and temporary closures.
Phone numbers, email addresses, and website links.
Services, products, and pricing information where available.
Your business address or service area.
Any changes to the way customers can work with you.
If your business has seasonal hours, make sure your profile reflects them before the change takes effect.
5. Use posts to share updates and offers
Google Business Profile allows eligible businesses to publish updates, events, offers, and other announcements. These can give potential customers a reason to engage with your business.
Use posts to share information such as:
New products or services.
Upcoming events or workshops.
Seasonal promotions.
Changes to your opening hours.
Recent projects or important business news.
Keep posts useful and specific, with a clear call to action where appropriate. For example, a local retailer might announce a new product range and direct customers to their website, while a service business could highlight a new offering and invite people to request a quote.
You don't need to post every day. Focus on sharing relevant updates when you have something worth telling customers.
6. Check your profile's performance
Your Google Business Profile provides performance data that can help you understand how people discover and interact with your business.
Depending on the data available for your profile, you can review metrics such as searches, profile views, website clicks, calls, and requests for directions.
Use this information to identify opportunities. If people are finding your profile but rarely visiting your website, for example, check that your website link works and that your profile clearly explains what you offer. If customers frequently call you, make sure your phone number is correct and someone is available to answer.
Look at trends over time rather than reacting to every small change. The goal is to understand which actions help potential customers take the next step.
Making the most of the tools you have
Your Google My Business profile is a great free tool you can use for your business – Community Futures Howe Sound is another.
We offer free business advice from our local advisor, whether you need help with marketing, business planning, or working through your next challenge. Learn more about our free business coaching sessions here.
