Your Google Business Profile should be working for you 24/7, whether you're paying attention to it or not. The real question is whether it's working hard enough turning visitors to customers.
Most business owners set up their profile once and forget about it. That's leaving money on the table. Your GBP is often the first impression potential customers get of your business, and it directly impacts your local search rankings.
Here are three straightforward ways to make your profile work harder for your business.
1. Claim Your Profile (If You Haven't Already)
This sounds basic, but you'd be surprised how many businesses skip this step or don't realize their profile exists.
Here's how to do it:
- Go to Google Search and type your business name plus your city
- Look for your business in the search results or map
- Click "Claim this business" or "Own this business?"
- If you don't see those options, go directly to business.google.com
- Search for your business and follow the verification steps
Google will verify your ownership through a postcard, phone call, email, or video. This usually takes a few days, but it's worth the wait. Once verified, you control what customers see.
2. Fill Out Every Section Completely
An incomplete profile tells customers you don't care about details. That's not the message you want to send.
Focus on these key areas:
- Business hours (including holiday hours)
- Phone number and website
- Full address with correct spelling
- Business category (choose the most specific one)
- Business description (use relevant keywords naturally)
- Photos of your storefront, products, team, and work
- Service areas if you travel to customers
- Attributes like "wheelchair accessible" or "accepts credit cards"
The more complete your profile, the more likely Google is to show it in local searches. Think of each empty field as a missed opportunity to connect with customers.
3. Post Regularly to Keep Your Profile Active
Your GBP isn't a "set it and forget it" tool. Regular posts signal to Google that your business is active and relevant.
Content that performs well:
- Behind-the-scenes photos of your team at work
- New product or service announcements
- Customer success stories and testimonials
- Seasonal offers or limited-time promotions
- Educational tips related to your industry
- Community involvement and local events
Posting guidelines:
- Post at least once a week. This keeps your profile fresh and ensures you always have a recent post in the carousel.
- Use high-quality photos whenever possible
- Keep text under 300 words
- Include a clear call-to-action
- Post consistently rather than in bursts
General posts stay visible in your carousel for seven days, so regular posting keeps fresh content in front of potential customers.
What to do next:
Pick one of these three areas and tackle it this week. If your profile isn't claimed, start there. If it's claimed but incomplete, spend 15 minutes filling in the gaps. If everything's complete, create your first post.
Your Google Business Profile is free marketing that works around the clock. A little effort now pays dividends every time someone searches for what you offer.
Which area will you focus on first?
Would you rather have help keeping your Google Business Profile fresh? Schedule a free 30-minute discovery call with our team. We have a great 3 month Google Boost to help you get started.
6 String Creative
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