Small business owners often ask, ‘Why isn’t my business showing up on Google?’
You can improve your online visibility by making the most of your Google Business Profile. The profile – formerly known as Google My Business – is free. Just a handful of fixes can help you show up in local search results ahead of the competition and win more nearby enquiries.
What’s a Google Business Profile?
A Google Business Profile is an online listing with the key business details your customers need to know. Those details include:
- NAP (Name, address, phone number)
- Email address and website URL
- Opening hours
- Business category
- Service area
- Products and services
- Photos and videos of your location, team, products, and services
- Customer reviews and star rating
Depending on the type of business, the profile may include attributes like accessibility and payment options. A Google Business Profile can also include FAQs, booking information, and more.
When do people see a Google Business Profile?
It appears in search results when someone does a direct search for your business name or looks for local businesses like yours.
If someone searches for ‘tyre repair Canberra’ on Google Search or Google Maps, they’ll see a map and the top 3 businesses that Google determines most closely match the local intent of the enquiry. These top three results are commonly called the Map Pack or Local Pack.
Why is knowing how to optimise your Google Business Profile important?
It’s a customer’s first impression of your business. Accurate information in your profile makes your business look credible, transparent, and trustworthy. Completing your Google Business Profile may be the single most important SEO action you take. Why? Because it makes such a difference to customers.
According to Google, customers are:
- 2.7 times more likely to consider a business reputable if they find a complete business profile on Google Search and Google Maps.
- 70% more likely to visit the business
- 50% more likely to consider purchasing from businesses with a complete business profile
Now let’s look at how to rank on Google Maps and Google Search. We’ll cover some focused fixes you can make to optimise your Google Business Profile. When in doubt, check Google Support for getting started with Google Business Profile and the related Help topics.
Claim and verify your profile
Let’s start with the Google Business Profile setup. If you don’t have a business profile yet, you can add one by going to business.google.com/add. Select ‘Add your business’ to Google.
If a business profile already exists, then you can claim your listing. Open Google Maps on your computer and search for your business name or find your business on the map and select it. Choose ‘Claim this business’ to claim your listing.
If you’re using the Google Maps app on a mobile device instead, enter the business name in the search bar. Select the right name from the search results. In the Business Profile, tap ‘About’ and choose ‘Claim this business’.
The next task in Google Business Profile optimisation is verifying your profile. That unlocks your ability to add to, edit, and manage your Google Business Profile. In your profile, choose the ‘Get verified’ option and then select ‘Manage Now’. Choose a verification option and follow the instructions.
How you verify the business depends on the on-screen options available to you. Google varies these options based on your business type, public information, region, or business hours. The verification methods include: phone or SMS, email, live video call, recorded video verification, or mail. Each method has different verification steps.
Once you’ve completed verification, Google takes up to 5 business days to review your information and send you a confirmation email that your business has been verified.
Add your core business details
Core business details include your NAP and website. Make sure to enter your business details correctly so customers can find you.
Your NAP details need toshould be consistent across other online sites like business directories. These listings are called citations, and Google uses them to help rank your business in search results. If citations are inconsistent, then Google can’t determine which listings are accurate, and that can hurt your local search rankings (and confuse your customers).
Let’s start adding details. On your Google Business Profile, select Edit Profile.
- Enter your business name accurately.
- Add your phone number and a link to your website.website. You can also include a link to your website.
- Enter your current business address correctly.
- If you deliver products or services to customers, add your service areas.
Set your opening hours
By adding your hours to your Google Business Profile, customers will always see the right times to visit your business or call.
In Edit profile, choose Hours. Next to Business Hours, select the edit (pencil) icon and then Open with main hours. Set your opening hours by using the dropdowns.
This section also gives you the option to set special trading or holiday hours.
Choose the right Google Business Profile categories
The primary business category carries the most weight in Google search rankings, so be as specific as possible. For your primary category, pick the one from Google’s list that best matches what your business does. For example, instead of choosing ‘book store,’ choose the more specific ‘used bookstore.’
If the specific primary category you want doesn’t appear, then pick a more general term that describes what your business does. Unfortunately, you can’t create your own category.
You can add relevant secondary categories to cover other services you offer. For example, if your used bookstore also has a cafe, you can choose ‘cafe’ as one of your secondary categories.
To pick your primary category in your Google Business Profile, go to Edit profile and select Business category. Click on the edit (pencil) icon. Start typing a category for your business and then choose the best match from the dropdown terms.
Follow the same steps to add secondary categories.
Add high-quality photos and videos
Photos and videos make your Google Business Profile pop. They create a positive impression of your business and give customers a clear idea of what to expect. And since people are drawn to photos, potential customers are more apt to engage with your listing.
Small business owners often wonder: How many photos should I add to my Google Business Profile? While there’s no definitive number, Google recommends at least three photos in several categories, depending on your type of business. Start with at least a dozen photos and then add a few new ones every month. Regular updates of photos and videos show Google and potential customers that your business is active.
Here’s how to add photos and your logo:
- Search for your business name and city on Google Search or Google Maps.
- Click Photos and then choose from ‘Add a logo’, ‘Add a cover photo’, or ‘Add photos’.
- You can add multiple photos or videos.
- Google provides photo and video specifications.
Tips for using photos and videos
- Don’t use stock photos or videos. Your business is unique, and you want to accurately represent that experience to customers.
- The cover photo for your business is most likely to appear next to your listing in the Local Pack. Make sure it’s an attractive, high-resolution photo.
- Use descriptive names for photo and video file titles. Add keywords related to your business whenever possible.
- Customers can add photos too, so check regularly to make sure these photos appropriately represent your business. If you find a problem, send a removal request to Google.
Write a clear business description
Keep your business description concise – you get up to 750 characters. Lead with what you do and who you serve. How does your product or service meet your target audience’s needs? Weave in keywords so that they read naturally.
To add or edit your business description, go to your profile and select Edit profile.
Next to Description, select Edit and enter your business description.
Changes to your profile normally take around 10 minutes to appear.
Collect and respond to reviews
Customers rely on reviews from other customers to make their buying decisions. And timely, thoughtful replies to those reviews give customers confidence in your business. You appear credible, active, and trustworthy.
Google uses reviews to display a star rating for your business. It may be one of the first things customers see and can affect your ranking in local search results.
Small business owners often ask: how do I get more Google reviews? The answer – ask for them!
How to get more Google reviews
Ask customers to leave a review by sharing a link or QR code. Here’s how:
From your profile, select ‘Read reviews’ and then ‘Get more’ reviews icon. Google then generates a link or QR code. You can copy the review link or download the QR code.
To read your reviews, select Read reviews on your profile.
Asking for reviews isn’t enough. You also have to respond to the ones you get – both good and bad. Respond to reviews by selecting the Reply icon next to the review.
Tips on responding to reviews
- Respond quickly.
- Use a consistent voice and tone for your business.
- Focus on details in the review, so customers know you’ve read it and not just sending out a one-size-fits-all reply.
- If the review is negative, address the specific concerns in a professional way and offer solutions.
- As part of their support, Google provides tips on managing customer reviews and writing better replies to reviews.
Post regular updates
Google Posts are regular updates with news about your business, special offers, or upcoming events. Updates keep your business profile fresh and give customers a reason to engage with your site or get in touch. They also add to your business’ credibility and authority, which helps with search rankings.
You can create three types of posts on your Google Business Profile:
- Updates share information about your business. You can add a description, photo, video, and action button so that customers can go to your website to order online, make a booking, or learn more.
- Offers are for promotional sales or deals. You fill in the title for the offer and how long it runs. You can also include a ‘view offer’ button with a description, photo, video, coupon code, link, and terms and conditions.
- Events promote something happening at your business. Start and end times are required, with the options to add a description, photo, video, and action button.
To create an update from your Google Business Profile, select Posts and then Add post.
Choose the type of post and then select the elements you want to add.
You can either schedule the post to be published later or choose Post to publish immediately.
Add your products and services
Your Google Business Profile can also list your products and services, along with pricing where it makes sense. Potential customers will know exactly what’s on offer before they call or visit. And the detailed information about your business will also help with your local search rankings.
When describing your products and services, be clear and brief. Every description should focus on how the product or service is a solution for your potential customers. Make sure to link to your website landing page or ordering page.
To add services from your profile, select Edit services and choose the services from the list. If your service isn’t there, create it by using Add custom service.
To add products from your profile, select Edit products. Fill in the fields and submit the form by clicking Publish.
Keep your information accurate
Customers want the latest information, and regular updates help with search rankings over time.
If your hours, location, or phone number changes, update those changes immediately. Once a week, publish a Google Post and respond to customer reviews. Once a month, add a handful of new photos. Every few months, review your Google Business Profile to make sure your business description, categories, and products or services are still accurate.
Updating information in your Google Business Profile is straightforward. Each section has an edit function.
How long does it take to rank on Google Maps and Google Search?
Local SEO is an ongoing effort rather than a one-off action. Typically, it takes at least 4 to 6 months to start seeing significant results. If your industry is particularly competitive, it can take even longer. After 9 to 12 months, expect more substantial improvements.
Luckily, local SEO results build on themselves and compound over time.
Want to learn more? Book a call to find out how Futuretheory can help you with local SEO to lift your online visibility and improve your search rankings.
