Don’t Overlook the Power of Your Google Business Profile

Key takeaways from this post:

• Claim and verify your profile. If you skip this step, you’re leaving it up to strangers to determine how your business appears on Google.
• Get the basics right. Make sure your categories, hours, and contact information are accurate, consistent, and up to date.
• Showcase what you offer. Use Products, Services, or Menus with clear descriptions, eye-catching visuals, and links that lead to the correct site pages.
• Keep visuals fresh. Include interior and exterior images of your physical space, team photos, and short videos. Outdated galleries can send the wrong message.
• Don’t ignore reviews. Encourage genuine feedback, respond to every review, and turn positive customer comments into social posts.
• Post regularly. Use Google Business Profile Posts and promotions to highlight specials, events, or updates.

If you want customers to find you when they’re ready to make a purchase, don’t underestimate your Google Business Profile. Think of it as your digital storefront. It’s the knowledge panel that appears when someone searches for your business name or types in queries like “coffee shop near me,” “funeral home in Manchester,” or “contract manufacturer nearby.”

A complete, accurate, and well-optimized profile grabs all those “near me” searches, making it easy for people to call you, get directions, or click through to your website.

Google Business Profile replaced Google My Business (GMB) in 2021. It’s essentially the same tool with a different name, though its importance hasn’t changed. Google tends to favor its own platforms.

A thorough Google Business Profile listing secures prime real estate in search results, sometimes even above traditional organic website listings. An incomplete or outdated profile could hurt your visibility with the customers who are most likely to reach out.

Your Google Business Profile is an interactive hub where you can showcase your business through photos, highlight your services, post updates, and share promotions all within Google’s ecosystem. Customers are already searching there, so a robust, optimized profile could be the deciding factor between them choosing you or a competitor down the street.

What’s New Since GMB?

Google tweaks, renames, or retires its offerings. If you haven’t checked out your Google Business Profile recently, here’s the scoop on what’s changed, what’s disappeared, and what you really need to update:

Chat and call history is gone.

On July 31, 2024, the chat and call log features vanished. If you relied on them for managing leads, Google thinks you should find another way to handle that.

Make sure:

• Your phone number is clear
• Your website’s contact form is functional

And if tracking is important to you, consider using a call tracking number or your own chat tool. You’ll have control over your data instead of crossing your fingers that Google will share it with you.

Business.site websites are gone.

The free, generic “business.site” pages that Google offered in the past are history. Between March and June 2024, they were quietly phased out, and any lingering clicks now just redirect to your business profile. If you haven’t replaced it with your actual website yet, you’re essentially leaving visitors stranded. Even a single, well-crafted landing page is better than a broken link. (Psst, consider sending visitors directly to a page on your site that converts.)

Social media links now have their own spot.

You no longer have to cram your Facebook URL into your description. Now, you can add Instagram, Facebook, LinkedIn, and more directly into your profile. Customers can navigate between your platforms effortlessly, and you’ll come across as polished rather than pieced together.

Insights is now Performance.

Performance looks sleeker than Insights, but the downside is you only have access to six months of history at a time. If you’re serious about tracking growth, set a reminder to export your reports before they disappear. You’ll still be able to see how people found you, what actions they took, and the keywords they used, but don’t expect to have a year-over-year comparison.

Here are the steps we suggest taking:

Step 1: Claim, verify, and secure ownership

If you haven’t claimed your Google Business Profile yet, you’re essentially leaving your front door wide open and hoping to catch more than flies. Google will generate a listing for your business using whatever bits of information it can find online, and when it does that, trust and accuracy aren’t guaranteed. An unclaimed profile provides the opportunity for outdated hours, unflattering photos, or, even worse, someone else swooping in to “helpfully” update your details.

Claiming your profile is simple. Just search for your business name on Google, locate your profile on the right side of the screen, and click on the “Claim this business” link. After, you’ll fill out a quick form, link an email associated with your business, and wait for Google to send you the verification instructions (which usually come as a postcard, phone call, or email).

Once claimed, it’s time to secure everything:

Verify every location. If you have multiple offices, storefronts, or service areas, each one needs its own verified profile. Don’t skimp on this. Google appreciates consistency, and customers want to be sure they’re in the right spot.

If you don’t have a physical storefront, just set your service area instead of a full street address. The last thing you want is for people to show up at your home office unannounced.

Make sure your name, address and phone are accurate. They should match perfectly across your Google Business Profile, website, and any other online listings. Google’s algorithm is finicky, and inconsistencies can make Google question you (which makes it less likely to display your information).

Step 2: Make sure your profile information is accurate

This is like setting up your business on Google’s version of Main Street. The basics might seem straightforward, but you’d be surprised at how many profiles are either incomplete or incorrect. When your hours, categories, or phone numbers are off, prospective customers will head straight to your competitor.

Here’s what you need to get right:

Your primary category is the superstar of your profile. It dictates when and where you appear in search results. Choose wisely and avoid being too clever. While secondary categories can help, it’s the primary one that Google relies on the most.

Hours of operation are essential. Make sure to list your regular hours along with any special hours (like holidays or one-off closures). Nothing erodes trust faster than a customer showing up to find a locked door because you forgot to update your Christmas Eve hours.

Attributes give you bonus points. Think about accessibility features, women-owned, black-owned, LGBTQ+-friendly, outdoor seating, online appointments, whatever applies to your business. Attributes are great for boosting visibility and connecting with customers.

Double-check your phone number, email, and website links. You’d be surprised how many profiles are still directing calls to old numbers or dead landing pages. (That’s like having a “We moved” sign taped to your door back in 1997.)

Service area settings are important, too. If you deliver, travel, or serve customers beyond your physical location, make sure to define your service area. Hybrid businesses (like a salon that also offers mobile bridal styling) should set both.

Step 3: Products, services and menus that win clicks

The Products and Services sections are a fantastic opportunity to showcase your best offerings where potential customers are already looking. If you overlook these sections, customers might just walk on by.

Use the Products section when you can display, price, and link directly to what you offer. This feature allows you to upload photos, craft descriptions, and connect straight to your website. If it makes sense, include pricing. Being transparent builds trust and helps filter out those who aren’t serious.

Services are perfect for intangible offerings. This section is ideal for detailing what you do, how you do it, and why it’s important. Plus, they’re great for SEO, helping Google connect you with the right “near me” searches.

If you’re in the hospitality industry, your menu absolutely belongs on your Google Business Profile. Customers are making “where to eat” decisions right from Google, and having an up-to-date menu can be the deciding factor between you and that other place.

Show, don’t just tell. High-quality images are a must. A blurry shot from an old phone? Won’t do. Invest in professional-looking photos, or at least make sure you have good lighting and a steady hand.

Every product or service listing should link directly to that specific page on your site. Don’t drop people on your homepage and expect them to figure it out. If they can’t find what they’re looking for, they’ll just leave.

Step 4: Visuals drive engagement

When it comes to Google, appearances count. You might have all the right hours, categories, and services listed, but if your photo section looks empty, you’re missing out on potential customers. People are drawn to what they can see, and Google gets that. That’s why profiles brimming with fresh, high-quality images consistently outperform the sparse ones.

Here’s how to make sure you don’t come off as an afterthought:

Exterior shots: Let folks see what your place looks like from the street. Nobody wants to play “guess which brick building” when they’re trying to find your storefront.

Interior shots: Give them a glimpse inside. Is your office tidy and inviting? Is your shop alive with activity? Let them experience it.

Team photos: Show the faces behind your brand. A cheerful staff photo does more to connect with customers than any stock image ever could.

Products and services in action: Don’t just tell people what you offer, show them. Whether it’s a beautifully plated dish, a completed project, or a stylist in action, dynamic shots add authenticity.

Video is a great option, too. Short clips featuring your team, space, or product demonstrations can really set you apart. Keep it under 30 seconds and genuine.

Step 5: Reviews strategy (Acquisition, response and compliance)

Google reviews are trusted by potential customers. Reviews show up front and center, they feed Google’s ranking algorithm, and they make or break whether a customer chooses you over the competition. Ignore them, and you’re basically saying, “We don’t care what people think.” Customers will believe you.

Here’s how to do reviews the right way:

Ask; don’t bribe. You should encourage happy customers to leave feedback, but skip the freebie offers or discounts. Google frowns on incentives, and nothing kills credibility faster than a flood of suspiciously glowing reviews. Send a follow-up email, put a link in your thank-you notes, or ask directly after a successful transaction.

Make it easy. Use a direct review link. Google Business Profile gives you one. The fewer clicks, the more likely you’ll actually get five-star love.

Respond to everything. Five stars? Say thank you. Three stars with vague criticism? Thank them and ask for details. One star from a keyboard warrior? Stay calm, keep it professional, and show future customers you can handle feedback with grace.

Mine reviews for gold. Customers often use the exact language your next prospect is searching for. That feedback can guide your keywords, messaging, even your service delivery.

Flag the fake stuff. Competitor drive-bys, bots, or irrelevant spam messages do happen. Report them using Google’s dispute process.

Step 6: Posts and promotions (without chat)

Google retired the chat feature but posts are still available, and they serve as your built-in megaphone for specials, events, and news. Think of them as social media posts, but they appear right where people are already searching with intent.

Here’s how to make your posts work harder for you:

Treat them like mini-ads. Shine a spotlight on promotions, sales, or events with a catchy headline, a good image, and a clear call to action. A lackluster “We’re open” isn’t going to grab anyone’s attention.

Use UTM tags. Every “Learn More” or “Visit Website” button should link to a trackable URL. You’ll know exactly how much traffic your Google Business Profile posts are driving your way and you can finally stop playing the guessing game.

Keep it fresh. Posts expire after a week unless they’re tied to an event. So, if your last post was about your grand opening six months ago, your Google Business Profile looks outdated. Regular updates keep you in Google’s good graces and in front of potential customers.

Holidays, busy periods, or even the weather can give you great reasons to post. “Snow tires in stock” or “Patio open for the season” feels relevant, timely, and customer-focused.

Step 7: Tracking and reporting

In Google Business Profile, a lot of the gold is tucked away in the Performance tab (previously known as “Insights”). If you know how to navigate it, you’ll uncover a wealth of information about how customers discover and engage with your business.

Here’s the lowdown:

Google only keeps about six months of data on hand. So, if you don’t regularly export your numbers, those year-over-year comparisons are going to vanish. Set a reminder on your calendar because Google isn’t going to remind you.

The Performance tab reveals the search queries customers used to find you. Use them in your website content, Google Business Profile posts, and service descriptions. It’s kind of like Google is handing you a free keyword strategy.

The breakdown between Search and Maps shows whether customers are browsing broadly or looking for something specific. If most of your leads are coming from Maps, congratulations, you’re literally on their path.

Google tracks website visits, calls, and direction requests. If no one is clicking “Directions,” it might be time to revisit your service area settings. And if calls peak at 11 a.m., that’s a clear sign you should be ready to answer the phone then.

Google even keeps tabs on how many views your photos get compared to competitors in your category. If you’re falling behind, it’s time to upload more (and better) visuals.

Step 8: Safety and stability

Your Google Business Profile is a fantastic tool, but it can be a bit delicate. Just one misstep, or a sneaky competitor, and your profile could end up edited, flagged, or even suspended. When that happens, you might see a significant drop in your calls, clicks, and those “near me” leads.

Here are some tips to keep your profile secure:

Watch out for auto-edits. Google has a habit of “helpfully” updating your profile with information it finds online, or worse, from random users. Make it a point to check your profile regularly to ensure your hours, categories, and phone numbers haven’t been “corrected” to something nonsensical.

Be careful with categories. Stuffing your Google Business Profile with irrelevant categories to game the system is a surefire way to get suspended. Stick to what you genuinely are, not what you wish you could rank for.

Having multiple listings for the same location or service area can confuse both customers and Google. If you spot duplicates, merge or delete them before they lead to penalties.

When a suspension happens, appeal quickly. Sometimes, despite your best efforts, Google might pull the plug. The important thing is to stay calm, fill out the reinstatement form with the right documentation, and resist the temptation to create a brand-new profile. That usually complicates things.

Be wary of spammy neighbors. Competitors who stuff keywords into their names (“Bob’s Plumbing – 24/7 Emergency Pipe Repair Near You”) can make local results look cluttered. You can report them using Google’s Business Redressal Complaint Form.

Step 9: Local ads and your Google Business Profile

If you’re using Local Services Ads or Google Ads with location extensions, having a Google Business Profile is essential. Google wants to ensure that your paid ads and your business profile are on the same page. If they’re not aligned, don’t be shocked if your ads get flagged, paused, or simply don’t perform.

Here’s what you need to keep in mind:

Verification is a must. Local Services Ads can only run with a verified Google Business Profile. No profile means no ads.

Your business name, address, and phone number must match perfectly between your Google Business Profile and ad accounts. A missing “LLC” or an outdated phone number might seem minor, but to Google, it’s a red flag.

Reviews do double duty. Your glowing stars in your Google Business Profile also boost your Local Services Ads. If your review strategy is weak, your ad presence could be, too.

Location extensions rely on Google Business Profile. If you’re running standard Google Ads, the address and map pins in those ads come straight from your Business Profile. If your profile isn’t optimized, your ad extensions won’t be either.

Keeping your Google Business Profile in tip-top shape isn’t just a one-and-done task. Google loves businesses that stay active and engaged, not those that seem forgotten. A bit of regular maintenance can make a huge difference.