Your Google Business Profile stands between potential customers and your front door. When someone searches for businesses like yours, this free tool determines whether they’ll find you or your competitor down the street. Yet many business owners treat it like a digital afterthought, updating it once and forgetting it exists.
Why Your Profile Matters More Than Your Website
Think about your own behaviour when searching for a local service. You probably don’t visit individual websites anymore. Instead, you scan Google’s map results, check reviews, and make decisions based on what appears directly in search results. Your customers do exactly the same thing.
Google Business Profile information appears in three crucial places: Google Search results, Google Maps, and the local pack that dominates mobile searches. When someone searches “coffee shop near me” or “plumber in Manchester”, your profile becomes your primary digital storefront. It’s often the only impression you’ll make, especially on mobile devices where 60% of local searches happen.
Setting Up Your Profile Properly from Day One
Creating your profile takes minutes, but doing it properly requires attention to detail. Start by claiming your business through Google’s verification process. This usually involves receiving a postcard with a verification code, though some businesses can verify instantly by phone. When Algorithms Paint: the Rise of Algorithmic Aesthetics
Choose your primary business category carefully. This single decision affects when and where you appear in searches. A restaurant selecting “Pizza Restaurant” instead of “Italian Restaurant” will miss searches for pasta, even if they serve excellent Italian dishes. You can add secondary categories later, but your primary category carries the most weight in Google’s algorithm.
Fill every available field with accurate, detailed information. Your business description should naturally mention your services and location without keyword stuffing. Include your real address (not a PO box), accurate opening hours, and a local phone number. Google rewards completeness, and customers trust businesses that provide comprehensive information.
Optimising Your Profile for Maximum Visibility
Photos dramatically increase engagement with your profile. Businesses with photos receive 42% more direction requests and 35% more website clicks. Upload high-quality images of your storefront, interior, products, and team members. Add new photos weekly to show Google your business remains active. Making WordPress Speak Directly to Your Visitors
The Q&A section often goes unnoticed but offers valuable opportunities. Pre-emptively answer common customer questions yourself. Address parking availability, wheelchair access, payment methods, and frequently asked service questions. When customers do ask questions, respond quickly and thoroughly.
Posts function like a social media feed within your profile. Share updates about special offers, events, new products, or seasonal changes. These posts appear for seven days (event posts last until the event date), giving you regular opportunities to catch attention with fresh content. Include clear calls-to-action and track which post types generate the most engagement.
Managing Reviews and Customer Interactions
Reviews significantly influence both ranking and customer decisions. Respond to every review, positive or negative, within 24-48 hours. Thank happy customers by name and address specific points they mentioned. For negative reviews, apologise sincerely, avoid defensiveness, and offer to resolve issues offline.
Encourage reviews from satisfied customers without violating Google’s guidelines. Never offer incentives or create fake reviews. Instead, make requesting reviews part of your standard customer journey. Send follow-up emails after purchases, include review links on receipts, or train staff to mention reviews during positive interactions.
Monitor your profile’s messaging feature if enabled. Customers expect quick responses, and Google tracks your response rate and speed. Set up notifications to ensure you never miss a message, or disable the feature if you cannot maintain timely responses.
Tracking Success and Continuous Improvement
Google provides free insights showing how customers find and interact with your profile. Monitor your visibility in searches, customer actions (calls, directions, website visits), and photo views compared to competitors. Use this data to identify what’s working and where you need improvement. Regular updates and engagement signal to Google that your business deserves prominent placement in local search results, creating a virtuous cycle of increased visibility and customer interaction.
Tips to improve your local ranking on Google – Google Business …
