Local SEO Made Easy with Google Business Profile

Stay up-to-date with the latest changes to Google Business Profile, and learn how to update its features to keep your profile visible and engaging.

Claiming and optimising a Google Business Profile is one of the most effective local SEO strategies to help local businesses rank higher on Google and attract more customers.

But simply claiming your profile isn’t enough. To maintain it effectively, you need to regularly optimise and update it with the latest information that potential customers need.

Additionally, many businesses aren’t aware that both Google and users can edit a Google Business Profile. This can include changes to your address, business hours, photos, and reviews.

A Google Business Profile is more than just a business listing; it functions as a community profile, meaning it’s not entirely controlled by the business owner.

Almost anyone on the internet can contribute to your profile, and Google encourages this kind of user-generated content. This includes reviews, questions and answers, photos, videos, and more, which all impact how your business appears online.

Because of this openness, it’s crucial for businesses to regularly monitor their Google Business Profile. Keeping a close eye on any updates ensures that no incorrect information, such as changes to your contact details, business hours, or location, is posted without your knowledge. By staying on top of these contributions, you can make sure that your profile remains accurate and provides the right information to potential customers.

This also helps you maintain a positive image and engage with customer feedback, which is important for your local SEO efforts.

Always Follow Google’s Guidelines

Having a Google Business Profile means you must follow Google’s rules.

You need to stick to Google Business Profile guidelines, or your profile could be suspended. It’s important to note that not every local business qualifies for a Google Business Profile.

It’s a good idea to review the guidelines every three to four months to ensure there haven’t been any changes that could affect your profile.

Not knowing the rules isn’t a valid excuse, so it’s your responsibility to stay informed. If you break any rules, your profile may be suspended, and you’ll need to appeal. This is a serious issue that’s best avoided by staying aware of the guidelines.

How To Manage Your Google Business Profile

Multi-Location Businesses: Use The Google Business Profile Manager

If your business has several locations or you manage multiple client locations as an agency, the best way to handle them is through the Google Business Profile Manager dashboard.

The GBP Manager allows you to manage multiple profiles easily from one place.

(Note: You can also manage multiple locations using the Google Maps app on your phone.)

Single Location Business: Manage Your Google Business Profile Directly From Search Or The Google Maps App

If your business has only one location, the easiest way to manage your Google Business Profile is directly from Google Search, which you likely have open on your computer throughout the day.

You can also manage it through the Google Maps app on your smartphone. So how do you do this from Search or Maps?

When logged in with the Gmail address linked to your Google Business Profile, simply type your business name into the search bar. Your Knowledge Panel/Business Profile and a management panel will appear.

Alternatively, you can type “my business” into Google Search, and your management panel will show up as well.

If you’re on the go, you can manage your profile through the Google Maps app. Just log into the email associated with your Business Profile, click on your profile picture, then select “Your Business Profiles.”

This will bring up the merchant panel, which looks very similar to the desktop version. You can expand or collapse the options by clicking the arrow.

How To Optimize Your Google Business Profile

Here are a few things you can do to optimise your Google Business Profile.

First, you can edit your company details by clicking on “Edit Profile.” This allows you to update your business category, description, opening date, hours, and more.

Make sure all information follows Google’s guidelines, especially for your business name and address.

If your business has a physical location for customers to visit, you can display your address. However, if you provide services at your customers’ locations, you need to hide your address by toggling it off.

For business hours, if you have a storefront, the hours should reflect when staff are available to meet customers, not just when phones are answered.

You can set your hours in different ways:

– Open with standard hours

– Open with no specific hours

– Temporarily Closed (shows that you’ll reopen in the future)

– Permanently Closed (if your business has closed down)

You can also add special hours for holidays. These should be set at least three days before the holiday to give Google time to approve them.

Finally, check the “More” section for attributes that describe your business. These may appear in search results and help attract more attention from potential customers.

Read Reviews

Click “Read Reviews” to view new or existing reviews on your Google Business Profile.

Reviews are important for improving your rankings and building trust with both new and potential customers. Whether the review is positive or negative, it’s important to respond as quickly as possible.

Google will send you an email when you receive a new review. You can also spot new reviews by looking for a red dot in the merchant panel or an alert in the “cards” section.

To respond to a review, just click “Reply,” and you can write your response.

The reviewer will be notified of your reply, and anyone who views the review will also see your response. Therefore, it’s important to remain courteous and polite in your reply.

Messages

In a time when quick responses are expected, enabling the messages/chat feature can be beneficial. This allows you to communicate easily with potential customers who want to reach you.

To activate chat, click on the Messages option and then select the “Turn On” button.

Once enabled, you’ll see the messages dashboard where you can set your status to Available or Away, as well as read and reply to incoming messages.

In the advanced settings, you can toggle chat on or off and manage read receipts. It’s also a good idea to create a welcome message that users will see when they contact you.

You can set up custom or automatic FAQs. These are frequently asked questions that users can select from. Automatic FAQs are generated by Google based on your Google Business Profile and include information about:

– Business hours

– Appointments

– Contact details

– Delivery information

– Location or address

– Accepted payment methods

– Your website URL

Ensure that the information in your Google Business Profile is accurate.

To access more advanced message settings, click on the three-dot menu.

Custom FAQs are specific questions and answers that you create yourself.

Anyone listed as a manager or owner of your Google Business Profile will receive notifications when a message is received, so consider establishing guidelines on who will respond to these messages.

Be sure to reply to messages within 24 hours, as Google may revoke your messaging privileges if you take longer than this.

Tip: If you get a spam message, you can flag it as spam, and that user will be blocked.

Add Photos

Local searchers prefer to see images. Photos can increase engagement with your Google Business Profile, and Google values this interaction.

By uploading authentic pictures of your business—such as your building, signage, products, services, team members, and activities like volunteer work—you can make your brand feel more relatable.

These types of images help potential customers connect with your business. You can easily upload photos to your Google Business Profile.

To add photos, click on the Photo option. You can upload a photo or a 30-second video by dragging it from your computer or by clicking the blue ‘Select photos or videos’ button to choose a file.

Adding a logo or cover image is similar. However, remember that while you can select a cover image, Google ultimately decides which one will appear on your profile.

Tip: Avoid uploading stock photos or marketing materials, as these are not what Google prefers for your profile’s photo section.

Edit Products

If you sell physical products at your store, adding them to your Google Business Profile is an effective way to showcase your offerings. (Keep in mind that online-only businesses cannot claim a Google Business Profile.)

Listing products is straightforward. You need to fill out a few simple fields:

– Product Name

– Category (If you don’t have an existing category, you can create a new one)

– Price

– Product Description

– Product landing page URL (optional)

– Photo

Once you have entered all the details, click “Publish” to make the product visible on your Google Business Profile Knowledge Panel.

Note: The items you list as products must be actual products for sale, not services you provide.

Edit Services

The Edit Services feature works similarly to Edit Products but is designed for Service Area Businesses (SABs) such as landscapers, plumbers, handymen, roofers, and locksmiths, as well as companies that provide services like lawyers, accountants, and personal trainers.

Adding services is straightforward. Click on Edit Services to see your primary category.

You may also find a list of pre-selected categories from Google. If any apply to your business, simply click the + sign to add them.

If needed, you can create custom service categories by clicking on the + Add custom service link.

Q&A

The Q&A feature allows potential customers to ask questions about your business, products, or services. Make sure to respond to these questions promptly.

It’s also important to remember that anyone can answer the questions posted on your Google Business Profile, so ensure that you provide the answers.

Additionally, you can create questions yourself and answer them to pre-populate your Q&A section.

Add Update/Posts

You can keep people informed about your business through updates, also known as posts. There are three types of posts: Update, Offer, and Event.

To create a post, select the type you want, and a dialog box will appear.

For an Update post, you can include up to 10 photos and a description. Be sure to add a call to action!

Offer posts are useful for promoting sales or special deals at your business. You can include a link to your website where customers can buy or redeem the offer by clicking on “Add more details.”

An Event post is ideal for realtors hosting open houses or businesses that hold events.