If people find your business by searching “near me” or looking at a map, your Google Business Profile (formerly called Google My Business) is one of the most important pieces of marketing you have. It’s free, it’s often the first thing people see, and a lot of small businesses set it up once and never touch it again.
Here’s how to make it work for you.
Claim and verify it
If you haven’t already, claim your profile through Google and complete verification. Search for your business name first. Google sometimes creates a basic listing automatically, and you’ll want to claim that one rather than create a duplicate.
Fill out everything
Complete profiles tend to show up better and convert better. Make sure you’ve filled in:
- Business name, exactly as it appears elsewhere
- The most accurate primary category, plus relevant secondary ones
- Address or service area
- Phone number and website
- Hours, including holiday hours
- A clear, plain-English description of what you do and who you serve
- Products or services, with short descriptions
Keep your information consistent
Your business name, address, and phone number should match across your website, Google profile, social media, and any directories. Inconsistent details can confuse both customers and search engines.
Add real photos
Photos of your actual workspace, products, team, and work help people trust you. Skip generic stock photos here. People want to see the real business. Add new ones periodically.
Ask for reviews, and respond to them
Reviews matter a lot for local businesses. Make it a habit to ask happy clients for one, with a direct link so it’s easy. Respond to every review, positive or negative, politely and promptly. A calm, professional response to a bad review can actually build trust with people reading it later.
Never buy reviews or write fake ones. Beyond being dishonest, it violates Google’s policies and can get your profile penalized.
Post updates
You can share updates, offers, and events directly on your profile. Occasional posts show people the business is active and give them a reason to click through.
Check your insights
Google shows you how people find your profile and what they do: calls, website visits, direction requests. Check it every month or two to see what’s working.
Get local referrals too
Search visibility works best alongside real local relationships. Other business owners who know and trust you are a great source of referrals and reviews. WEN Round Tables are a good place to meet them. Related reading: The Importance of Local SEO.
