Google Company Profiles (formerly known as Google My Business) offer a free, easy-to-use tool for businesses to manage their online presence across Google, including search results and maps. In this article, you’ll learn how to make the most of your Google Business Profile and attract more customers.
Benefits of Google Company Profiles
- Keep Information Up-to-Date
Regularly updating your business details ensures that potential customers always have access to the latest information. By keeping your business hours and other details current, you help avoid confusion and frustration for customers trying to visit your location. - Engage with Your Customers
Actively interact with your customers by responding to reviews, answering their questions, and posting photos. Businesses with photos on their profiles receive 42% more directions on Google Maps and 35% more clicks to their websites compared to those without photos. - Attract New Customers
A Google Business Profile allows you to connect directly with local customers searching for businesses like yours. By including specific information on your profile, you can further attract new customers and increase your reach. - Expand Your Presence and Track Performance
Gain insights into how customers are finding your business, where they’re coming from, and how many are calling your business directly via your Google profile. To improve visibility and reach, consider creating smart campaigns and tracking their performance.
How to Claim Your Google Business Profile
To start optimizing your profile, you first need to claim your Google Business Profile. Here’s how:
- Visit google.com/business.
- Sign in with the Google account you use for your business (not your personal Gmail account).
- Follow the instructions to claim your profile and link it to your business.
Tip 1: Create a Complete Google Business Profile
The completeness of your Google Business Profile can help you rank higher in local search results and encourage more customers to take action. Here’s a guide to what you should prioritize:
Frequently Asked Questions (Consumer-generated)
Essential Information
Start by providing the following details as soon as possible:
- Business Name
- Address
- Phone Number
- Website URL
- Business Hours
Be sure that the name and address you provide match what appears on your store sign and across all other online listings. Any inconsistency can harm your credibility in Google’s algorithm.
Optimize Your Contact Information
Here are steps to optimize your contact details:
Use your exact business name as it appears in real life (no added keywords or location names unless they are part of your official brand name).
Ensure your business name, address, and phone number match exactly across all online listings.
Include both regular and holiday hours to prevent customer disappointment and potential negative reviews.
Additional Details to Complete
Fill out these fields carefully to give customers more insight into your business:
Business Category and Attributes
Products and Services Offered
Frequently Asked Questions (Owner-generated)
Ongoing Optimization
Regularly update and maintain these sections:
Contributions (posts, updates, etc.)
Customer Reviews
Optimizing the “From Business” section of your Google Business Profile is essential for attracting the right customers and showcasing what makes your business unique. Here’s how to make the most of this section:
Avoid Links and HTML
Keep your description simple and clean—don’t include any links or HTML formatting. This section should be all about your business and the value you provide.
Use All 750 Characters
Google allows up to 750 characters in the “From Business” section. Make sure you use all of them, but focus on placing the most important information in the first 250 characters, as this part will be the first thing customers see.
Leverage Your “About Us” or Mission Statement
To craft a compelling description, consider pulling content from your “About Us” page or your business’s mission statement. This ensures consistency and reinforces your brand’s message.
Incorporate Relevant Keywords
Think about the words and phrases your target customers are likely to search for. Including these keywords will help your profile appear in relevant searches, making it easier for potential customers to find your business.
Avoid Repeating Information
Don’t repeat details that are already present in other sections of your profile, like your address or hours of operation. Use this space to add new insights about your business.
Highlight What Sets You Apart
Use this section to explain what makes your business unique. Whether it’s your commitment to quality, customer service, or a specific product, this is your opportunity to share what differentiates you from competitors and why customers should choose you.
To fully leverage your Google Business Profile, it’s crucial to fill out every section carefully and completely. Many businesses leave their profiles incomplete, which can negatively impact their ability to rank well in local search results.
By providing all the necessary information, you give potential customers easy access to relevant details about your business, making it more likely that they’ll choose you. Here’s why a complete profile matters:
- Prevent Inaccurate Updates
If you leave information incomplete, other users—including competitors—can suggest changes to your business listing. These changes can go live without your approval, potentially leading to incorrect information being displayed. This makes it even more important to regularly check your Google Business profile to ensure it’s accurate and up-to-date. - Rank Better in Local Searches
Google prioritizes complete profiles in search results. Filling in all the required sections helps ensure your business appears in relevant searches, making it easier for customers to find you. - Regular Monitoring
Logging into your Google Business dashboard regularly ensures that no unauthorized changes have been made to your listing. Keeping track of these changes is essential to maintain control over how your business appears online.
Tip 3: Choose the Right Category
Choosing the correct category for your business is critical for optimizing your Google Business Profile. Here’s why:
- Improves Search Visibility
A significant 84% of business profile views on Google come from user searches based on products, services, or categories. Only 16% come from direct searches (where customers search specifically for your business name or address). Selecting the right category ensures your business appears in relevant searches, particularly if your business name doesn’t directly indicate what you do (for example, businesses like “Fresh Express” or “Hugo’s Catering”). - Unlocks Category-Specific Features
When you choose the right category, Google offers specific features to enhance your profile. For instance:- Restaurants can add menus or reservation buttons.
- Hotels display star ratings.
- Hair Salons can specify services for thin or curly hair.
- Category Visibility
Your chosen category will appear at the top of your Google Business Profile, making it one of the first things potential customers see when they visit your page.
How to Optimize Your Profile with Categories:
Search for the Best Fit: Google offers a drop-down list of categories when you start typing. Make sure you select the most specific and relevant category for your business. You can also explore the full list of Google My Business categories to ensure you’re choosing the right one.
Be Specific: If you’re a nail salon, select “Nail Salon,” not just “Salon.” If you’re a restaurant, choose specific types such as “Egyptian Restaurant” or “American Restaurant,” rather than simply “Restaurant.”
4. Choose the Right Categories for Your Business
To maximize the visibility of your business on Google, it’s essential to select the most specific and relevant categories for your profile. There are over 3,000 categories available, so take the time to choose carefully:
- Find the Most Specific Category
With so many categories to choose from, it’s important to pick the one that best represents your business. Take the time to explore all options to ensure you’re selecting the most specific category. - Select Secondary Categories
Many businesses fit into multiple categories. Start by setting your primary category to reflect your main offering (e.g., “Grocery”), and then add secondary categories that further describe your business (e.g., “Grocery Delivery Service” or “Gourmet Grocery”). This helps ensure that your business shows up in relevant searches. - Don’t Overdo It
It’s crucial to only select categories that accurately describe your services. Avoid overloading your profile with categories that don’t directly reflect what your business offers. For example, if you are a household appliance repair service, choose “Repair of Household Appliances” but not “Supplier of Spare Parts for Household Appliances,” as this doesn’t fully represent your core services.
Tip 4: Choose the Appropriate Attributes
Once you’ve selected your category, Google will provide you with a list of attributes that describe specific features of your business. Attributes are characteristics that potential customers may be looking for, such as “on-site gift store” or “free Wi-Fi.”
- What to Know About Attributes
These attributes are not unique to Google My Business—other review platforms like Yelp also use them. However, Google’s attributes are very detailed, covering features like “good for laptop work” or “popular with travelers.” Choosing the right attributes helps customers understand your business better and can make your profile more appealing.
Tip 5: Create New Posts Regularly
Much like on social media platforms, you can create posts to announce news, offers, events, and new products on your Google Business profile. These posts will appear in the “Updates” section at the bottom of your profile, and in some cases, may be featured more prominently depending on the search query.
Here’s how posting regularly can optimize your Google Business profile:
- Increase Customer Engagement
Posts encourage more interaction from customers who discover your profile. Regular posts signal to Google that your business is active, which can improve your rankings. - Positive Ranking Signals
Posting frequently sends positive signals to Google, similar to adding photos. Google views active profiles more favorably and is likely to rank them higher. - Higher Intent from Consumers
Consumers searching on Google are typically more intent on taking action compared to social media platforms like Facebook or Instagram, where users tend to scroll casually. This means that they are more likely to engage with your Google posts. - Get Noticed on Google Maps
Your posts will appear not only in search results but also on Google Maps, offering free advertising for your local business.
Tips for Optimizing Posts:
Use the COVID-19 Post Type: At the time of writing, Google offers a COVID-19 post type. Use it to communicate important updates to your audience during the pandemic.
Post Regularly: Regular posting helps keep your profile fresh and signals activity to Google. Certain post types, like events and offers, have a time frame and expire every seven days, so be consistent.
Leverage Time-Sensitive Posts: Use event and offer posts for promotions or campaigns that have specific dates. Google will display them for the duration of the specified timeline.
Add Links and CTAs: Always include links and clear calls to action (CTAs) in your posts to encourage customer interaction.
Tip 6: Use the Product Catalog
If your business offerings aren’t immediately clear from your company name, adding a product catalog to your Google Business profile can make a big difference. This section provides valuable content that helps your profile rank higher in relevant searches, making it easier for customers to find exactly what they’re looking for.
- What to Include in the Product Catalog
When adding products or services, make sure to include:- Name: The product or service title.
- Description: A brief but informative description to help customers understand what you offer.
- Price: Including prices (if applicable) can help customers make quicker decisions.
Tip 7: Use Questions & Answers
The Questions & Answers (Q&A) feature on Google My Business allows customers to ask questions directly about your business. Both you and other users can provide answers, making it a valuable tool for engaging with your audience.
Why it’s Important: When users have questions, it’s likely that others share the same curiosity. Providing clear, helpful answers not only informs potential customers but also influences their decision to contact or visit your business.
How Questions & Answers Work
This feature functions like a public FAQ section, where users can ask questions about your business and get responses. The Q&A section is visible directly in the local Google search results, within your Google My Business profile.
Tip 8: Use the Ratings Strategically
Reviews play a crucial role in your Google My Business profile, as they significantly impact customer purchasing decisions and are an important ranking factor in Google’s algorithm. Google highlights keywords in reviews, further increasing their relevance.
- Why Reviews Matter
- Ranking: Reviews influence your ranking in the “Local 3-Pack”—the top three local search results—which often include businesses with multiple reviews and strong ratings.
- Keyword Relevance: Google may display your business if the reviews contain keywords relevant to the search query. Google even highlights these keywords in bold to increase relevance.
- Start with loyal customers to gather initial reviews and build momentum.
- Make it easy for customers to leave reviews by creating a direct review link or using a review link generator like Whitespark (free tool).
- Ask for reviews! 62% of customers will leave a review if prompted. Reach out via email, text, social media, or in-person.
- Emphasize the benefits: Remind customers that reviews help others facing similar challenges and assist in making informed decisions.
- Create a “Reviews” page on your website with a clear call-to-action (CTA) for customers to leave a review.
- Respond to reviews: Acknowledge both positive and negative feedback. This encourages more reviews, provides insight into your business, and boosts local SEO.
Tip 9: Create Attractive Photos and Videos
Photos and videos are vital in optimizing your Google Business profile. They serve multiple purposes, from enhancing engagement to signaling activity to Google.
- Why Photos and Videos Matter:
- Ensure Quality: By adding your own high-quality photos, you control the visual representation of your business, ensuring it looks its best.
- Show Activity: Regularly adding photos signals to Google that you are actively updating your profile, which can positively impact your ranking.
- Appear in Search Results: Google includes images in local results, and businesses with more photos tend to get more engagement.
- Add photos regularly: At least one new photo every seven days to keep your profile fresh.
- Upload your logo: Make sure your logo is used as the preview photo for your profile.
- Use a cover photo that represents your brand: Google will show various photos depending on the search query.
- Follow Google’s photo guidelines: Ensure photos represent your actual business with satisfied customers, interior/exterior views, and team photos.
- No stock photos or heavily edited images: Google prefers genuine representations of your business.
- Geo-tag your photos: Show Google your business is well-established in your region.
- Add videos: Videos can enhance engagement and visibility on your profile.
- Use 360º photos: Upload these through Google’s Street View app to give customers an interactive experience.
Tip 10: Manage Multiple Sites Efficiently
If you manage multiple locations, Google offers Bulk Site Management, which allows you to add, confirm, and manage them all at once.
How Bulk Site Management Helps:
This tool is ideal for organizations with ten or more sites. It streamlines the management process and ensures compliance with Google’s guidelines for displaying your business across Google’s platforms (Maps, Search, etc.).
Tip 11: Use the Menu and Reservations (For Restaurants)
For businesses in the food and hospitality industry, particularly restaurants, Google My Business offers a Menu feature that allows you to list your food and beverage offerings directly on your profile. This helps potential customers know what to expect before visiting your business or ordering online.
- Why the Menu Feature Matters:
- Visibility: Users can access your menu directly from your Google profile, especially when browsing via Google Maps or the Google Search app on Android devices.
- Customizability: You can add dishes, provide descriptions, and include prices for greater transparency and attraction.
- User Input: Both you and your customers can add photos and names of dishes, giving you control over the representation of your menu.
- Edit Your Menu: If your menu was imported from a third-party provider, you can still edit it directly through your Google My Business dashboard.
- Clear Sections: Break down your menu into sections (e.g., appetizers, main courses, desserts) to make it easy to navigate for users.
- Dish Information: You can add details such as names, descriptions, and prices for each dish.
- Suggested Changes: You can suggest changes if user-submitted information or images about a dish are incorrect.
Tip 12: Use the Booking Function
Google My Business also provides a Booking Button feature, which is especially useful for businesses that require appointments or reservations (such as salons, medical offices, etc.).
Improve Customer Experience: The booking feature provides a direct connection to customers, making it easier for them to take action and schedule an appointment with your business.
Why the Booking Feature Matters:
- Convenience: Customers can book appointments directly from your Google My Business profile, without needing to leave Google.
- Attract New Customers: The booking button makes it easier for potential customers to schedule with you, offering a seamless experience that could lead to more conversions.
Supported Providers: If you use a scheduling provider supported by Google (like OpenTable, Booker, or others), your booking button will automatically appear on your Google profile.
Share Your Booking Link: You can share your booking link on various platforms, including your Instagram profile, Facebook page, Yelp, or directly on your website.
Tip 13: Analyze How Users Find Your Business Listing
In Google My Business, the “How users find your business listing” section provides insights into how customers are discovering your business. By reviewing the data, you can optimize your listing based on search behaviors.
- Search Types:
- Direct Searches: Users search directly for your business by name or address (e.g., searching for “ristorante roma” on Google Maps).
- Indirect Searches: Users search for a category, product, or service related to your business, and your listing is shown (e.g., searching for “Italian restaurants nearby”).
- Branded Searches: Users search for a brand that’s associated with your business. This is relevant if your business is part of a larger brand or if people associate a well-known brand with your services (e.g., searching “McDonald’s” and finding your fast food restaurant listing).
By tracking how people are finding you, you can tailor your listing and marketing strategies more effectively.
Tip 14: Check Your Google Business Profile Regularly
Google prompts other users to answer questions about your business, allowing them to contribute to your profile. While this can add valuable information, it also means there’s a possibility of competitors or users making changes. To ensure accuracy and consistency, check your Google My Business listing regularly.
Action:
- Monitor your listing for updates, user-submitted changes, and new reviews to keep your profile up-to-date.
Tip 15: Chat with Your Customers via the Google Business Profile
The messaging feature allows users to text you directly from your Google My Business profile. This is especially valuable as 82% of smartphone shoppers (and 92% of Millennials) use their devices for local searches, making it an essential way to connect with potential customers.
How to Enable Messaging:
- Go to the Messaging tab in your Google My Business dashboard.
- Install the app via Google Play or the Apple App Store to manage messages.
- Respond to customer inquiries in real-time, improving your engagement and customer experience.
Tip 16: Set Up Welcome Offers and Turn Users into Followers
Offering a welcome offer can incentivize new customers to follow your business on Google, and in turn, they’ll receive updates and offers. A compelling offer like a discount can help increase engagement and conversion.
How to Set Up a Welcome Offer:
- Open the Google My Business app on your mobile device.
- Go to your profile page, and under “Win followers as customers,” tap Create welcome offer.
- Add details such as the title (e.g., “20% discount on donuts”), description, coupon code (optional), and terms of use.
- Tap Publish to make the offer live.
Tip 17: Use Your Google Business Profile for Local SEO
Local SEO is crucial for businesses offering services in specific areas, such as restaurants, cafes, or stores. By maintaining a well-optimized Google My Business profile, your business is more likely to appear in the Local Pack and Google Maps when users search for services near them.
Actions:
- Regularly update your Google My Business profile with accurate details, reviews, and images.
- Optimize your website’s SEO using tools like Google XML Sitemaps to speed up indexing.
Tip 18: Make the Most of Google’s Business Profile for Hotels
For hotels, Google My Business offers unique features to help interact with guests, promote your property, and enhance your visibility.
Best Practices for Hotels:
- Engage with Guests: Reply to reviews, answer questions, and add high-quality images of your hotel’s amenities.
- Photos and Videos: Upload images of the exterior, interior, rooms, staff, food, and any unique features. High-quality images help attract potential guests.
- Tips for Images: Use wide-angle shots, avoid stock images, and ensure your photos are well-lit and represent the hotel authentically.
- 360° Photos: Consider adding 360° photos or videos to provide a virtual tour experience.
Encourage Reviews: Ask guests for reviews, as they play a significant role in local search rankings and consumer decisions.
Q&A Section: Regularly monitor and respond to questions from potential guests. Providing detailed and helpful answers can enhance your hotel’s visibility in search results.
By leveraging Google’s features for businesses and hotels, you can increase your local SEO rankings, drive more traffic, and build a stronger connection with customers.
