Practical guide: get the most out of Google Business
Updated: Aug 13
Google Business Profile (formerly Google My Business) is the unsung hero of business visibility. Considering that 91% of Europeans use Google to search for everything from cat videos to coffee shops, scoring in Google has always been important. But with location-based searches skyrocketing sixfold in just two years, you can optimise your online presence with Google Business Profile.
So, let's dive into this practical guide to make sure your business is seen and creates traffic-to-store.
1. Your profile
Step 1: Claim or create and verify
If you're not sure if your business already has a Google profile, go to Google Maps and search for your business name. If it pops up, you just need to claim it. If not, you're in the clear to create a new one.
Claim your business
Once you claim your business, you can manage and update all the juicy details. And if you have multiple locations, claim each one separately. It's like Pokémon—you gotta catch them all!
Create your business profile
It's time to put your business on the map—literally if you are . Here's how you do it:
1. Log In to Google Business Profile Manager: Head over to Google Business Profile Manager and log in with your Google account. No Google account? Time to make one.
2. Add your business: Click "Add business" and choose "Add single business." If you're running an empire with multiple locations, select "Add multiple businesses" and use Google's spreadsheet template to upload your information.
Verify your profile
You'll need to verify your business. Here's how:
By postcard: Google will send a postcard with a verification code to your business address which you need to add in your Google Business Profile Manager.
By phone or email: For some lucky businesses, Google offers phone or email verification. Choose the one that suits you and follow the instructions.
Avoid
Duplicate profiles. There is no need to have duplicates listings. Google does not even like it! So make sure there's only one. Check first if your business already exists, before creating a new one!
Tip
If verification isn't going as planned, contact Google Support.
Step 2: Complete Your Profile
Now that your business is officially on Google, let's make sure it’s looking its best. An incomplete profile is like serving dinner without the main course. Here’s what to include:
Business name: Keep it real and use your business name. This isn't the place for puns or secret codes. And if you've got multiple locations, don’t get clever by adding the location in the name. Google's smart; it'll figure it out.
Description: Tell people what you do. Use plain language. If you're a bakery, say, "We're a bakery." No need to reinvent the wheel with fancy jargon. Multiple locations? Don't be lazy and add different content per location.
Address and contact information: This is where people find you, so get it right. Double-check your address, phone number, and email.
Opening hours: Tell customers when you're open and be precise. Update for holidays, special occasions, or sudden closings. Leaving customers uncertain about your opening hours just isn't cool
Business category: Pick the category that best describes what you do. If you're unsure, go with what you do most often. And don't be shy—if multiple categories fit, go for it. You can add up to 10.
Avoid
Inconsistent information. If your Google profile says one thing and your website says another, you will confuse customers and Google. Keep it consistent.
Tip
Add as much info as possible. A complete profile makes your business look polished and professional.
2. Visual content
Regularly update your photos or videos. It will benefit your local listings.
Upload clear, vibrant images that show off your business. Include exterior shots, interior views, product displays, and of course your team. Do not hesitate to add videos, but keep them short and relevant. Virtual tours, product demos, or quick customer testimonials will do.
3. Reviews
Reviews are the lifeblood of your Google Business Profile. Here's how to manage them like a pro:
Respond promptly: Whether the review is glowing or groaning, respond quickly. A simple "Thank you!" or "Let’s fix this!" goes a long way.
Encourage positive reviews: After a successful transaction, ask customers to leave a review. You can offer a small incentive, but don't push too hard—it’s not a bribe, just a gentle nudge.
Avoid
Getting into online fights with negative reviews. Keep it cool, even if they were totally in the wrong. A polite response can turn a bad review into a win.
Tip
Address any negative reviews with grace and a solution. It shows you're a problem-solver and you care about customer satisfaction.
4. Use Google Business features
Google Business Profile has some nifty features to keep customers engaged:
Posts and updates: Use this to share news, promotions, or events. It’s like your business's personal newsfeed.
Products and Services: List what you offer, and don’t be shy about including prices where applicable. It saves customers the hassle of asking, "How much is that?"
Questions and answers: Customers can ask questions directly through Google. Be sure to answer them quickly to keep everyone on the same page.
Tip
Check out the "Insights" section to see how customers are interacting with your profile.
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