Local business searches make up 46% of all Google queries. People look up local businesses weekly – 80% of consumers do this, and 32% search every single day.
The numbers tell an interesting story. Half of all trade businesses haven’t claimed their Google Business Profile yet. This means they’re missing out on amazing results. A complete profile brings 42% more direction requests and 35% more website visits.
We created this detailed guide to help you maximise your Google Business Profile’s potential. You’ll learn everything from basic setup to advanced optimisation techniques. Our step-by-step approach will help boost your local visibility and bring more customers your way.
Want your business to shine on Google Search and Maps? Let’s head over to the details!
How to Create Your First Google Business Profile
You need to understand the simple requirements to create a Google Business Profile. We started with a business that either has a physical location for customers to visit or provides services at customer locations.
Setting Up Your Google Account
A Google Account forms the foundations of your Google Business Profile. You should use your business email domain when creating a new account. This helps you manage and delegate profile access to team members more effectively.
Gathering Required Business Information
Here’s what you need to collect before setting up:
- Business name (as shown on your storefront)
- Physical address or service area (you can add up to 20 service areas)
- Contact details (phone number and website)
- Operating hours
- Business description
Service-area businesses without a physical shopfront need to specify their regions. The best results come from keeping your service area within a 2-hour driving radius from your base location.
Choosing the Right Business Categories
Your business category improves your local search visibility by a lot. The right category helps connect you with customers who search for your products or services. Here’s what to remember when choosing categories:
- Pick a primary category that describes your main business
- Include relevant secondary categories for special departments or services
- Keep categories minimal while representing your business accurately
To cite an instance, see how “Nail salon” works better than a broad category like “Salon.” A grocery store with extra services should use “Grocery store” as the primary category and add “Pharmacy” or “Deli” as secondary categories.
Your choice of categories unlocks special features. Food businesses can add online ordering links, while health businesses can include booking buttons. So, the right categories not only boost visibility but also improve your profile’s functionality.
Complete the Google Business Profile Setup Process
After creating your profile, completing the setup process is your next important step. Businesses with complete profiles are 2.7 times more likely to be considered reputable by potential customers.
Adding Basic Business Details
Start by entering accurate business information. Your business name should match exactly as it appears on your signage and branding. Add your operating hours, including special holiday schedules, and up to three phone numbers. Your business description should showcase what makes you unique, your history, and key customer information.
Uploading Photos and Media
Photos are a vital part of your profile’s success. Businesses with photos get more driving direction requests and website clicks. You should upload:
- Exterior photos showing your storefront and street signs
- Interior images highlighting your workspace or showroom
- Team photos displaying your staff in action
- Product or service images that showcase your offerings
Make sure your photos are 720 pixels wide by 720 pixels high in JPEG or PNG format. Google requires authentic images taken at your location, so avoid using stock photos or screenshots.
Verifying Your Business Location
The verification process proves you have the authority to manage the profile. Google gives you several ways to verify:
Video verification is the most common method. You’ll need to record your business location, signage, and proof of management access. Make sure to capture your storefront signs, nearby businesses, and employee-only areas in the video.
If you choose postal verification, your code will arrive within 14 days. Note that changing your business name, address, or category while waiting for verification will void your code. A verified business can appear in Google Search and Maps, respond to reviews, and access additional profile features.
Essential Google Business Profile Optimisation Steps
Your Google Business Profile needs optimisation after verification to boost local visibility. Optimised profiles get 42% more direction requests and 35% more website visits.
Crafting an Engaging Business Description
Think of your business description as a digital elevator pitch with a 500-character limit. Your description should be authentic and clear. Make sure to highlight your unique selling points, business history, and core offerings. The description should not contain promotional language, URLs, or HTML code.
Setting Up Products and Services
You can set up your product catalogue through two main methods. UK retail businesses can automatically display in-store products by connecting their Point of Sale system. Manual product addition through the product editor needs:
- Product name and category
- Detailed description
- Accurate pricing
- High-quality images
- Landing page link (optional)
Managing Business Hours and Attributes
Business hours go beyond standard operating times. You can add special hours for holidays, seasonal changes, and specific services. Break times and department-specific schedules should be included when needed.
Attributes help potential customers understand your business features and are a vital part of profile optimisation. Search results display these elements prominently, and they can trigger special icons in your profile. Key attributes to add:
- Accessibility features
- Payment methods accepted
- Service options available
- Amenities offered
- Health and safety measures
Google’s 2024 updates have made precise categories and attributes more important for search visibility. Regular updates to these elements should reflect any changes in your business operations or services.
Maximise Local Visibility Through Reviews
Google reviews work like digital word-of-mouth marketing. Statistics show that 81% of consumers look at Google reviews to assess local businesses. A reliable review management strategy is vital to your Google Business Profile’s success.
Building a Review Generation Strategy
We focused on simplifying the review process for customers. Research shows that 86% of consumers will write a review. They just need an easy way to do it. You can create a direct review link from your Google Business Profile dashboard and share it through:
- Post-purchase emails
- Receipt footers
- Follow-up messages
- Business cards with QR codes
The right timing is significant in getting reviews. Ask for feedback right after successful transactions or positive customer interactions. Don’t offer incentives – this goes against Google’s policies.
Responding to Customer Reviews
Reviews just need quick attention since your responses are public and shape what potential customers think. The numbers speak for themselves – 97% of consumers read how businesses respond to reviews. Here’s what to do in your responses:
Your replies should be short but meaningful. Focus on real engagement instead of pushing sales. Add your name or initials at the end to make it personal. Good responses build trust and often guide reviewers to update their original feedback.
Handling Negative Feedback
Negative reviews give you a chance to show great customer service. Businesses that respond regularly get 12% more reviews. Here’s how to handle criticism:
Start by showing real empathy for the customer’s concerns. In spite of that, keep personal data private and stay away from public arguments. The best approach is to move the conversation to email or phone to fix issues privately.
The evidence is clear – businesses that actively respond to reviews see better conversion rates. Google’s algorithms look at review interaction as a sign of business legitimacy. This makes review management a vital part of local search visibility.
Keep track of your reviews through your Google Business Profile dashboard regularly. Google’s automated spam detection helps maintain authentic reviews, but you still need to manage your review section actively. The numbers tell the story – 57% of consumers only look at businesses with 4 stars or higher.
Track and Improve Profile Performance
Your Google Business Profile’s performance metrics are a great way to get insights about how customers find and interact with your business. These metrics will help you shape your local marketing strategy and improve results.
Understanding Performance Metrics
The Google Business Profile dashboard shows several vital metrics that track customer interactions. Here’s what you’ll find:
- Profile views: Shows unique visitors split between Search and Maps
- Customer actions: Tracks calls, direction requests, and website clicks
- Search visibility: Measures how often your profile appears in results
- Photo engagement: Records views of your business photos
- Message response rate: Shows your average response time to customer queries
Different metrics update at different times. You’ll see interaction data daily, while search and view metrics update monthly. This timing helps you plan when to check your analytics.
Analysing Customer Insights
The search queries section shows how customers find your business. Fresh data arrives at the start of each month and gives you patterns about search behaviour. These patterns tell you which keywords bring traffic to your profile.
Platform and device breakdowns add another dimension to your analysis. The system counts users once per day for each device and platform they use. This tells you if customers find you through mobile devices or computers, and whether they prefer Google Search or Maps.
Interaction metrics show which parts of your profile get the most attention. To name just one example, see how messaging features let you track response rates and timing. This data is especially helpful when you have customer service goals to meet.
Making Data-Driven Improvements
Look at areas with lower engagement to improve your profile’s performance. Sometimes certain metrics fall behind others. If website clicks are low, check if your website link stands out and works properly.
Direction requests are a vital sign of local search success. Fewer direction requests might mean it’s time to update your business details or boost your local SEO. Photo view tracking helps you see which images strike a chord with viewers.
Businesses using Google’s booking providers can learn about their conversion rates. These numbers help you spot peak booking times and adjust your schedule.
Evidence-based decisions come from regular performance checks. Here’s what to do:
- Review metrics monthly to identify trends
- Compare current performance with previous periods
- Adjust your profile based on user behaviour
- Monitor the impact of any changes made
Note that Google’s local ranking depends on relevance, distance, and prominence. Your local search visibility improves when you consistently analyse and act on performance data.
Conclusion
Google Business Profile is a vital tool that helps local businesses succeed. Analytical insights show how it affects customer involvement and visibility in the market. This piece covers everything from the original setup to advanced ways to optimise your profile.
Your verified and complete profile works like a digital storefront. Businesses with complete profiles get 42% more requests for directions and 35% more website visits. The profiles that businesses actively manage show better involvement rates and rank higher in local searches.
Here’s what you need to do consistently:
- Update your business details accurately
- Add new photos and updates
- Respond to customer reviews promptly
- Check metrics and make improvements based on analytics
Your Google Business Profile should work as an extension of your physical store. Updates that you make regularly, genuine customer interactions, and constant monitoring will help your business perform better in local searches.
These strategies will improve your visibility when you implement them. Your customer involvement and local presence will grow stronger over time. A well-managed Google Business Profile leads to better results in local searches.
Author
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Managing Director of one of Australia's leading Digital Marketing Agencies... With over 5+ years of hands on experience in SEO, managing both national & international organisations SEO strategy and campaign distribution. Having won several international awards (Search Awards, Clutch, TechBehemoth etc.) for both paid media and search campaign success... He is a front runner in leading search and defining the playbook for the Australian market.
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