Local businesses often struggle to attract customers online due to poor visibility and outdated listings. Inconsistent information across directories leaves potential clients confused and unenthusiastic about engaging with these companies.
Without a strong online presence, businesses fade into obscurity, missing growth opportunities.
Optimising your Google Business Profile is the game changer. By streamlining your online details, you boost local SEO and customer trust.
Discover actionable tips and expert insights. Read on and learn how to transform your digital presence today!
Key Takeaways
- Google Business Profile (GBP) helps businesses manage their online presence on Google Search and Maps, boosting local visibility.
- Previously called Google My Business, GBP allows businesses to showcase opening hours, contact details, reviews, and photos.
- Setting up GBP starts with creating a Google account and going to Google Business Profile page — account creation steps are just basic information and business-related details.
- Optimise GBP with accurate NAP details, compelling descriptions, high-quality visuals, specific business hours, consistent posts/updates, and unique features and attributes.
- Features like menus, products, services, and updates improve customer engagement and drive foot traffic to physical locations.
- Responding to reviews and monitoring performance metrics strengthens reputation and helps refine local SEO strategies effectively.
- Get a GBP specialist who can optimise everything in your GBP, from updating your listing to ensuring consistency across all platforms.
What Is a Google Business Profile?
Google Business Profile allows businesses to create a listing on Google and manage their online presence across Google Search and Maps, helping local customers find and connect with them.
It serves as a virtual storefront that displays crucial business information like opening hours, contact details, and customer reviews.
Previously known as Google My Business (GMB), this platform is now called Google Business Profile, often abbreviated as GBP by marketing professionals. The name change happened in November 2021.
With GBP, business owners can control how their company appears in local search results and Google Maps. This includes adding photos, responding to reviews, and posting updates about special offers or events.
If you have a GBP and you search your business online, it will appear like this:
Your GBP listing integrates directly with Google Maps, placing your business on the map, quite literally. When customers search for directions or nearby services, your properly set up Google Business Profile helps them find you easily.
GBP helps local businesses connect with nearby customers by appearing in local search results when people look for specific services or products in their vicinity. It bridges the gap between physical shops and online discovery.
For local SEO, a well-optimised Google Business Profile is absolutely crucial. It significantly improves your chances of appearing in the coveted "local pack" or those three business listings that appear at the top of search results.
Haven't you created or optimised your Google Business Profile for foot traffic and local SEO? Here are some statistics that show how powerful Google Business Profile can be for local businesses:
- 46% of all Google searches have local intent, making GBP crucial for capturing nearby customers
- 88% of consumers who search for a local business on a mobile, visit or call that business within 24 hours
- Businesses with complete GBP listings are 70% more likely to attract location visits
- GBP listings with photos receive 42% more requests for directions than those without
- 91% of consumers read online reviews before making purchasing decisions, with GBP being a primary review platform
Any legitimate business with a physical location or service area can use Google Business Profile. This includes retailers, restaurants, service providers, and even professionals like doctors or lawyers who serve clients in person.
If you haven't created one or need help optimising it, continue reading so we can guide you through the process.
Why Is a Google Business Profile Important?
The primary purpose of Google Business Profile (GBP) is to help businesses manage their online presence on Google Search and Maps.
If you currently don't have a website, it is a very convenient way to show your business information, services, products, and other features you offer.
Besides that, it offers many benefits.
Enhances Visibility in Local Search Results
A well-optimised Google Business Profile significantly boosts your chances of appearing prominently when customers search for local services or products. It puts your business directly in front of people who are actively looking for what you offer.
GBP is one contributing factor in local SEO. Google uses this information to determine which businesses to show for location-based queries.
If your GBP is properly optimised, it has a chance to appear in Local 3-Pack. It is the coveted box at the top of search results showing three local businesses with their key information. You can see this before organic search results.
Like this:
Having a complete profile with accurate information increases your chances of appearing in this prime position, where users are most likely to click and engage with your business.
Drives Foot Traffic to Physical Locations
You don't create a Google Business Profile just because many businesses do. It's about getting real people through your actual doors.
Data shows that businesses with verified GBPs receive an average of 66 monthly direction requests, directly contributing to increased foot traffic and potential sales.
When customers find your business on Google Search or Maps, they can quickly get directions, see your opening hours, and learn what to expect before visiting.
Instead of doing in-person visits to various places, GBP helps customers decide where to go just by looking at their devices first.
Builds Trust and Credibility with Potential Customers
Customers are 2.7 times more likely to consider a business reputable if they have a complete Business Profile on Google Search and Maps.
A complete Google Business Profile signals to customers that your business is legitimate and trustworthy. For some customers, it shows you're established enough to maintain your online presence and care about their experience.
Customers who see accurate information, high-quality photos, and positive reviews are more likely to choose your business over competitors with incomplete or unverified profiles.
Imagine you have a GBP then you only listed your business name and business address. Customers might think that it is not a real business, is an unprofessional one, doesn't offer good services or products — you name it.
Cost-Effective Marketing for Small Businesses
Insufficient marketing budget? Use your Google account and create a Google Business Profile.
Studies show that Google Business Profiles attract 400% more traffic than small websites. Yes, a tremendous marketing value at no cost.
GBP offers powerful marketing benefits without costing you a penny. It gives small businesses with limited budgets the ability to compete with larger companies in local search results.
Your profile works 24/7 to promote your business and show potential customers searching in your area your products, services, and unique selling points.
It's integrated with Google Ads, but it is not necessary if you do not plan to advertise your business.
While Google Ads can further boost visibility, a well-optimised GBP can help you appear prominently in local search results without any advertising expenditure.
Improves Customer Engagement
Google Business Profile provides multiple ways for customers to interact with your business, from leaving reviews to asking questions and messaging you directly. This creates valuable touchpoints.
These engagement features allow you to build relationships with customers before they visit your location by answering their questions and addressing concerns in real time.
How to Set Up a Google Business Profile
Setting up your profile can seem daunting if you're new to creating a GBP. However, it's pretty straightforward. Follow these simple steps to build your online presence and ensure your business listing stands out on Google Maps.
1. Go to the Google Business Profile Webpage
First, ensure you have a Google account. Since GBP is a part of Google, this is the first thing you must create and set up.
If you don't have one, sign up at the Google Account Sign-in page to set one up. You may skip this if you have an existing Google account and continue logging in.
Then, go to the Google Business Profile page to set up your business profile and click "Manage now".
2. Add Your Business
Enter your exact business name. Remember, you must use the actual business name that appears on your logo, website, or storefront.
If your business has multiple branches, you can add an extension like the city, country, or state where it is located.
Next, select a relevant business type. You can also choose multiple business types. This will be the basis of the next steps.
If you choose a local store and/or service business, you must add a business category.
A business category is a label that best describes your company's industry. It helps search engines connect your listing with relevant local searches.
For instance, if you run a cosy bakery in London, list it as "Bakery" rather than something vague like "Food Service". Being precise with your business category helps local customers quickly identify your speciality and what you specifically offer.
If you choose online retail, you can add your website instead.
3. Add Your Business Address
If you choose local store and/or online retail, you must add your full business address.
After entering your full business address, you will be asked if one of the businesses listed is yours. Choose "None of these" otherwise.
If you do not include a physical location and you choose service business, you may provide a service area instead. Enter the regions or cities you serve so that customers in those areas can easily find your business listing online.
4. Add Your Contact Information
Provide your local phone number and business's website URL accurately (optional).
5. Verify Your Google Business Profile
In this step, you will verify your GBP.
You'll be redirected to a confirmation page first. Tick off the boxes and click "Continue."
After the page loads, you'll be asked to verify your account in different ways. You may need to verify your business using two or more methods, but it's on a case-to-case basis.
Google verifies your business through:
- Video recording
- Phone or text
- Live video call
You can choose what verification method you prefer and decide to verify your account now or later by clicking "Next" and then "Verify later."
After you complete the verification steps, Google reviews what you submit, which can take up to 5 business days.
Some businesses can be verified immediately right after clicking "Continue" on the confirmation page. This can happen when you verify your business website with Google Search Console (GSC), or you use bulk verification.
If you click next, you can immediately customise your profile by adding business hours, a description, and photos. You can also skip these and do it later.
Google Business Profile Optimisation Tips
Creating a GBP alone won't make you rank. However, a small effort and time spent optimising your GBP will make a big impact on your local SEO.
If your goal is to be in the Local 3-Pack, optimise every element. Accurate contact details, a compelling business description, and other elements all boost local SEO and improve your online presence.
These tips are necessary for your local visibility, so don't skip one.
Add NAP (Name, Address, Phone Number) Properly
Always optimise your basic business details such as name, address, and phone number, or NAP.
It confirms your business legitimacy, especially if your NAP is consistent across all marketing channels, like your website and other directories.
Consistency across channels prevents confusion, strengthens brand recognition, and boosts local SEO. Discrepancies, even in these basic business details, may harm your rankings and undermine customer trust.
Also, Google will be confused about which information is correct, and it could affect your local rankings.
Think of your customers as well. If they already saw your website and GBP and the NAP details do not match, they might not choose you over your competitors because they're not sure what information is correct and what's not.
That said, you can still update or change your NAP details in your Google Business Profile Manager if they have discrepancies.
To access Google Business Profile Manager, you can simply search for your business name on Google Search or Maps. It will appear immediately.
To start editing your GBP, ensure the Google Account associated with your business profile is currently logged in.
To update your business name, click "Edit Profile" and more options will pop up.
Click "About" and start editing your business name and category.
To update your phone number, click "Contact" and start editing. You can also add or edit your website here.
To update your business address, click "Location" and start editing.
You can also adjust your pinned location on Google Maps by clicking the map and hitting the "Adjust" button.
If you choose service business earlier and you have multiple service areas, you can also edit it here by scrolling down on the Location section. You can add up to 20 service areas.
Remember to click "Save" every time you update your NAP and every change in information.
Additionally, your changes won't be posted immediately. It usually takes up to 10 minutes or longer to be reviewed before customers see the changes.
Write a Compelling Business Description
A compelling business description is key to attracting local customers. It should outline what your business offers and highlight your unique attributes.
It should include key details like services offered and a touch of personality. Use simple language to connect with your audience, and clearly highlight what sets your business apart from competitors.
Including relevant industry keywords in your business description helps search engines understand your services as well which improves local SEO. It also connects your profile with customer searches, making your listing more discoverable and enhancing your chances to rank in the Local 3-Pack.
If you want to add or edit your business description, click "Edit Profile" on GBP Manager. Under "About," you can see the Description.
You can hit the "Suggest description" button to generate one with the help of Gen AI based on your current information.
Add Business Hours
Not all businesses are open from 9 AM to 5 PM, and customers always expect to know what time and day you are available.
Being specific about your business hours builds trust and prevents confusion. When they are clearly listed, customers are less likely to be disappointed by unexpected closures.
If you want to add or edit your business hours, click "Edit Profile" on GBP Manager. Under "Hours," you can see the Hours.
You can also edit the time for dinners, breakfasts, and other hours to specifically tell the customers if you're open or closed at that time.
Upload High-Resolution Images and Video
Visuals attract attention. Images of your products, store, or office already tell your story to customers.
Quality visuals improve engagement and local SEO, ensuring your GBP stands out from your competitors, especially those who forgot to put images on theirs.
Consistently updating your profile with new visuals signals to Google that your business is active and engaged.
If you want to add photos, click "Photos" on GBP Manager.
You can add a logo of your business, a cover photo, and various images of your products and store or office for the customers to view.
Add Attributes and Features
Adding attributes and features in the 'More' section allows you to showcase amenities, accessibility features, and other special services. It highlights your business's distinct offerings and can attract customers looking for specific features that set you apart.
It is not just for show, adding this reflects your personality, courteousness, and customer-centricity.
Not everyone does this in their GBP, so expect to increase engagement and foot traffic if you optimise this section.
If you want to add more information like amenities, accessibility, or parking, click "Edit Profile" on GBP Manager. Under "More," you can see various information to add to your GBP.
Add a Menu, Food Ordering, Products, and Services
In your Google Business Profile, you can also incorporate features like menus, food ordering, or product listings depending on your business type.
If you run a restaurant, showcasing your menu allows customers to explore your offerings, while retailers can display products to inform potential buyers about available items.
By providing detailed information about your offerings, you make it easier for customers to decide, potentially increasing sales and customer satisfaction.
How to Add a Menu
To add a menu, click "Edit menu" on GBP Manager. Two options will appear, which are the "Full menu" and "Photos of menu".
If you click "Full menu", fill out the required section which are:
- Section name (breakfasts, beverages, etc.)
- Item image (optional, but better if you have)
- Item name
- Item price
- Item description
- Dietary restrictions (vegetarian, vegan, or not)
If you click "Photos of menu", you can upload photos or a PDF of your existing menu.
How to Add Food Ordering Options
To add food ordering options, click "Food ordering" on GBP Manager. You can turn on or off food ordering by clicking the toggle.
You can also add links so that customers can reach your ordering page conveniently. To do so, click "Add a link" and enter the website URL.
How to Add Products
To add products, click "Edit product" on GBP Manager and click "Get started".
Fill out the required section which are:
- Product image (optional, but better if you have)
- Product name
- Product category (laptops, monitors, etc)
- Product price
- Product description
- Product landing page URL (optional)
How to Add Services
To add services, click "Edit product" on GBP Manager.
The services you can include will depend on your business category. If you don't see a service you offer from the options, you can add one or more by clicking "Add custom service".
Add Updates
Regularly posting updates on your GBP keeps your audience informed about your business's latest happenings. You can announce your new products, special promotions, or changes in operating hours here.
Consistent updates signal to customers that your business is active and engaged. This engagement can foster trust and encourage repeat visits.
Keeping your audience informed ensures they are aware of your latest offerings, which can lead to increased interest and patronage.
To add updates, click "Add update" on GBP Manager. You can either choose to add an update/post, offer, or event.
If you click "Add update", you will need to add an image for your post and a catchy description (limited to 1,500 characters).
You can also add an optional button based on your post such as Book, Order online, etc.
If you click "Add offer", you will need to add an image for your post, the title of the offer, and the start and end date.
You can also add more optional details such as offer details, coupon code, links, and T&Cs.
If you click "Add event", you will need to add an image for your post, the title and details of the event together with the start and end date (and/or time).
You can also add an optional button based on your post such as Book, Order online, etc.
Add Questions and Answer
The Questions and Answers section on your GBP serves as an immediate customer service tool. It allows potential customers to ask questions and receive prompt responses, addressing their inquiries directly.
This feature benefits future customers by providing a repository of common questions and answers, reducing uncertainty and building confidence in your business.
To add a question, click "Q & A" on GBP Manager then "Ask a question".
You can add questions and answer them yourself. It will appear as a typical FAQ section so customers won't immediately ask you for basic questions.
Advanced Strategies for GBP Optimisation
Thought that's all? I have more strategies to further optimise your GBP.
Explore these advanced tactics to enhance your online presence, boost local SEO, and connect with more local customers using practical, simple adjustments that truly work.
Respond to Customer Reviews
Responding to reviews shows customers you value their feedback and care about their experience. It demonstrates active engagement, builds trust, and influences potential customers to choose your business.
When you reply to reviews, it reassures future customers that their opinions matter. It builds a community around your brand and provides valuable insights. Positive interactions foster trust and encourage potential clients to engage with your business confidently.
Responding to reviews not only improves customer satisfaction but also signals to search engines that your business is active and engaged.
Always respond politely and professionally to both positive and negative reviews, addressing concerns and expressing gratitude. It shows commitment to customer satisfaction and enhances your online reputation.
Share Posts and Updates Regularly
Posting regularly keeps your audience informed, boosts engagement, and shows that your business is active and evolving.
Having a consistent posting strategy helps ensure you share valuable updates and promotions that align with your business goals and resonate with your target audience.
Post during peak local engagement times, such as lunch breaks and early evenings, when potential customers are most active online.
Build Local Backlinks and Citations
Building local backlinks helps improve your business's credibility online, signalling to search engines that your listing is a trusted and authoritative source for local services.
Quality backlinks and citations can boost your local rankings, increasing the chances of appearing in the Local 3-Pack.
Earn quality backlinks by listing your business in local directories, partnering with local influencers, and actively participating in community events.
But the best and easiest way to get backlinks is to optimise your GBP with engaging content and consistent updates. You will naturally attract local backlinks through this strategy.
Monitor Insights and Performance Metrics
Monitoring your GBP performance helps you understand customer behaviour and the effectiveness of your optimisation efforts. Adopting a data-driven approach enables you to make informed adjustments to your GBP strategy to remain competitive.
To monitor your GBP performance, click "Performance" on GBP Manager.
You can check various metrics there, such as:
- Business Profile Interactions: Total engagements, including clicks, calls, and direction requests.
- Users Who Viewed Your Profile: Unique individuals who accessed your business profile.
- Searches: Number of times your business appeared in search results.
- Call: Instances where users clicked to call your business.
- Direction: Number of times users requested directions to your location.
- Website Clicks: Count of users who clicked the website link on your profile.
You can also measure metrics if you add a menu, food ordering options, and other selections:
- Menu: Views of your listed menu items.
- Bookings: Reservations or appointments made through your profile.
- Products: Interactions with products displayed on your profile.
- Food Orders: Orders placed directly via your business profile.
Get a GBP Specialist
A specialist can save you effort if you're busy growing your business and have no time for GBP management. They can optimise everything in your GBP, from updating your listing to ensuring consistency across all platforms.
Look for a specialist with proven experience in local SEO, strong reviews, and a track record of strategically improving GBP performance.
With 21+ years of experience in digital marketing and SEO, Adonis Media also specialises in optimising Google Business Profiles to drive engagement and foot traffic since it was introduced as Google My Business.
A specialist like us can enhance every detail of your GBP, ensuring accurate NAP information, engaging descriptions, high-quality visuals, and prompt review responses.
If you need any help, you can reach out to us. We can help you achieve impressive local search results with tailored, hands-on strategies.
Further Learning
Looking to learn more? I've collected some fantastic resources that go hand-in-hand with this topic if you want to dive deeper.
- support.google.com — Guidelines for representing your business on Google
- backlinko.com — 5 Great Local SEO Tools to Maximize Your Visibility in 2025
- webfx.com — What is a Local SEO 3-Pack and How Can You Rank For It?
- neilpatel.com — Link Building for Local SEO: 7 Simple Strategies
- oksbdc.org — 7 Ways to Increase Foot Traffic to your Small Business
- searchengineland.com — How geotagging photos affects Google Business Profile rank: Study
- quora.com — Quora Discussion: "How do I rank in Google Local 3-Packs?"
- reddit.com — Reddit r/SEO Thread: "Google Business Profile Updates.......... Do they help with SEO?"
- reddit.com — Reddit r/SEO Thread: "Backlink strategy for a small local business?"
- reddit.com — Reddit r/SEO Thread: "How important is business address/location selection for ranking in local 3 pack?"
Amplifying Your Local Presence with GBP
Optimising your Google Business Profile can turn online searches into real-world customers. A well-managed listing boosts local SEO, improves your visibility on Google Maps, and builds customer trust.
Each element works together to enhance your digital footprint and drive local engagement. Embrace these actionable tips and transform your online presence into a customer magnet.
Ready to elevate your online presence? Book a free consultation to ensure your Google Business Profile shines together with your marketing efforts. Adonis will help optimise your listing for better local SEO so you attract more customers.
Got a question in mind? Check out the FAQs below for quick answers!
