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  5. Google Business Profile

Google Business Profile

5 minute read • Last published: 25 February 2025

Google Business Profile is a free tool that lets you manage how your business appears across Google Search and Maps. It helps to increase the visibility of your business online and lets potential customers know the physical location of your business.

When customers search for your business on Google, information shows in a box. This appears in their search results, known as a Knowledge Graph. It includes your business name, location, business hours and customer reviews.

In this article:

  • Why you need a Google Business Profile account
  • Creating a Google Business Profile account
  • How to verify your business on Google
  • Optimising your Google Business Profile

Why you need a Google Business Profile account

  • Help customers find your business

    When prospective customers are looking for local businesses like yours on Google, they are generally ready to make a purchase. This means that it is important that your business appears in their search results with an accurate location and other information.

    According to Hubspot, 50% of people who conduct a local search, for example "seafood restaurant near me", make a visit to a business that day. Google also revealed that "near me" searches increased by 200% in 2019.

  • Improve your visibility

    Search Engine Optimisation (SEO) is the process of boosting your website’s position in search engine results pages. It does this by increasing organic web traffic and improving other ranking factors.

    Having a Google Business Profile listing is one of the main drivers of local SEO success. It helps customers to realise you exist, visit your website and find your physical location.

  • Share clear contact information

    Potential customers can find out important information about your business on your Google Business Profile listing including your contact details, opening hours and website address. It is important to keep all this data up-to-date through your Google Business Profile dashboard.

  • Highlight your experience

    Your listing includes the option to post photos of your business, and even video. According to Google, businesses with photos see 35% more clicks to their website than those without.

    You can upload a profile picture, a cover photo and various other shots of your business to make your listing as engaging as possible.

    Short videos can also increase engagement and make your profile stand out.

  • Manage customer reviews

    Google Business Profile can help you manage your reputation by letting you invite and respond to reviews.

    Unbiased reviews by the public can give potential new customers a valuable insight into your business.

    Responding to each review you receive is crucial. This will namely encourage others to post reviews as well as demonstrating your commitment to good service.

  • Take online bookings

    You can add a booking service to your Knowledge Graph. This useful action button allows you to take bookings, appointments or reservations.

    Working with Google’s partners, you can now have your product booked directly from the Knowledge Graph.

Creating a Google Business Profile account

Setting up your Google Business Profile account is free, quick and easy. Navigate to the Google Business Profile homepage and sign in with your Google account. After you create your account, you'll need to verify it.

  • Add your business name

    Don't worry if there are other kinds of businesses with the same name. You can specify your type of business later on.

  • Enter your business address

    This way, people know where to find you.

  • Choose your business category

    This tells Google which type of customers should be seeing your business listing.

  • Add your business phone number and website

    This way, people know how to contact you.

How to verify your business on Google

Verification lets Google know that your business information is accurate and that only you, the business owner, has access to the listing. It also allows you to manage your business information in Search, Maps and other Google properties.

  • by video recording
  • by phone or text
  • by email
  • by live video call
  • by post

After you follow the verification steps, Google reviews the info that you provided. To help maintain the integrity of your Business Profile, verification review can take up to five working days but in some cases, Google verifies a profile instantly.

Read this helpful article - How to verify your business on Google

Optimising your Google Business Profile

Once you have created and verified your Google Business Profile, it’s important to make sure that you are making the most of it. This means adding as much relevant info as you can, including pictures and video.

Group on power rib at sea

St Abbs

Provide all information

It might sound obvious, but it’s important to fill in all the information Google asks for. This includes the area you serve, your hours, a public phone number and URL. But also any other information such as free WiFi, or wheelchair accessibility.

Not only will this provide your customers with any information they might need, it will also stop others from making edits on your page.

Anyone can suggest an edit to a business listing, so you’ll want to make sure that you, the owner, have everything correct. Check in to your dashboard regularly to ensure that no one has suggested any unwanted edits.

Add photos and video

Great imagery can help your profile stand out in the search engine results pages, so make sure to add a few different pictures.

Add a logo to help customers recognise your business. A cover photo can show your personality as a business, and any additional photos can put the spotlight on your products or services. You can also add short videos to your profile.

Video guidelines

Make sure your videos meet the following requirements:

  • duration: Up to 30 seconds long
  • file size: Up to 100 MB
  • resolution: 720 pixels or higher

Reply to reviews

One of the best ways to keep your Google Business Profile listing optimised and up-to-date is to reply to customer reviews.

When you respond to reviews, you show existing and potential customers that you value their business. Reviews appear publicly, so remember to be professional and courteous.

Google Business Profile app

To ensure your Google Business Profile is working for you, it’s a good idea to download the Google Business Profile app. This gives you the ability to update your information and pictures as well as respond to reviews via your mobile device.

The app's Knowledge Graph gives you regular insights. Think of people who find you through maps and search, those who have phoned, or those who got directions or visited your website. It also highlights the number of unresponded reviews that you can reply to directly from the app.

See all of the help content for your Google Business Profile

Get listed on Google

Sign up for a Google Business Profile and personalise your listing with photos, offers, posts and more.

Google Business Profile

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