How to Optimize Google Business Profile for Your Company

Do you know the state of your Google Business Profile? It’s often the first impression the Googling public has of you. Not only is it essential, but it’s free, so it’s an easy marketing must.

I’ve learned a lot about GBP as the content manager for Zoe Marketing & Communications. We’re building up our presence as an agency that grew out of Metro Parent and Chicago Parent in 2020. From verification to reviews, there are many pieces to manage to keep your digital reputation solid.

In this blog, I’ll touch on what Google Business Profile is and how to optimize it in six core ways:

1. Claim your Google Business Profile
2. Enter/update your business details
3. Verify your business
4. Enhance your profile for greater visibility
5. Collect and respond to reviews
6. Make regular updates and posts

You’ll walk away with actionable items that you can start implementing today. And you’ll feel empowered to consider your next steps for online visibility.

What Google Business Profile is

Google Business Profile is a hyper-local snapshot of your company. When people “Google” you, this is one of the first things they see on the search engine results (SERP). Think of GBP as your digital storefront, 24/7 billboard, and virtual receptionist rolled into one. It looks like this:

To create a GBP, you must have a physical location that customers can visit — or you need to travel to customers. Wholly virtual offices that don’t make in-person contact don’t qualify.

Your GBP contains all the basics about your business, including contact information, hours, service options, product pages, reviews, featured updates, social media links, FAQs and more.

It also puts you on the map, literally: You’ll show up on Google Maps and Google’s Local Pack — a map and “pack” of three local businesses that appear when people search.

6 ways to optimize your Google Business Profile

If you’re just getting started with GBP, these half-dozen pointers will help you get grounded.

1. Claim your Google Business Profile

Never touched GBP? Never fear. Here’s how to create or claim your profile (or both):

• Sign in with a Google account: For this process, you’ll need a Google account associated with your business. If your business is already using Google Workspace, you’re all set. If not, create an account (e.g., [yourbusinessname]@gmail.com).
• Search for your business: Google your business name. You might already have a profile; often, Google generates one based on available information.
• Claim/create your business: If you find your business, click the “Own this business?” link to claim it. If not, head to the Google Business Profile website to create a new one; click “Sign in” at the upper right and log in with your Google account.
• Requesting access: If you get a note that your business is already claimed, click “Request Access” and follow the prompts to request ownership.

2. Enter/update your business details

Now, it’s time to add your business’ core details. Accuracy and completeness are essential here. It’s also crucial that your details match those on other search engines and your own website. Consistency helps your SEO, builds trust and prevents confusion.

You’ll see these options while going through the “claim your business” prompts. If you’ve already claimed it or need to make tweaks, simply Google your business name and click the “Edit Profile” option. (Note, you’ll need to be logged into your business’ Google account either way.)

• Business name: Input your business name. Ensure it’s consistent with other branding (and, of course, spelled correctly!). 
• Business type: Choose one or more options that best describe your business, including “Online retail,” “Local store” and “Service business” (i.e., you visit customers).
• Business category: In this field, start typing the category you think best fits you, and Google will give you the best match for your services or products.
• Phone number and website: Add these details for your business. This is crucial: These are the main ways for potential customers to reach you.
• Location: Provide your physical location’s address, if you have one. You’ll be prompted to verify it (see section 3).
• Service areas: You can add up to 20 service areas within a two-hour drive. These can include cities, counties, metropolitan areas, etc.

3. Verify your business

If you have a physical location, you’ll need to verify it with Google. This helps Google affirm you’re an authentic, legitimate business. It also lets you better manage your information — and enhances your visibility in search results.

Verified businesses have a blue badge stamped on their company logos (more about that in section 4) that looks like this:

Google typically chooses the verification method for you. Video verification is becoming common. You’ll need to capture a video with your smartphone that:

• Is continuous (non-stop) and 1-2 minutes long
• Shows your business location (e.g., street sign, nearby businesses)
• Shows your business interior/exterior and products or equipment
• Proves you’re authorized to represent your business (e.g., unlocking your business entrance, operating payment, etc.)

Pro tip: When Zoe moved to a new office, I struggled with this; my videos wouldn’t upload without reason. If this happens to you, fill out a GBP Help form. You can connect with an agent via live chat and a Google Meet video call to complete the process.

GBP may also offer you verification options via phone, text, or email, depending on your business category, region, or other factors. You’ll receive a verification code, which you’ll need to provide.

4. Enhance your profile for greater visibility

Editing your GBP gives your readers more information about who you are and builds up your credibility and SEO power in Google’s eyes. Again, this is in the “Edit Profile” area.

• Business services: Google often makes some suggestions to start. Keep what fits, omit what doesn’t and add any that might be missing.
• Business hours: Make sure they’re accurate. You can also add special hours for holidays or events (bonus: GBP will send you email reminders asking if you’re open on certain holidays).
• Social profiles: Add the full URLs to your active social media profiles.
• Messaging: Customers can message you directly through your GBP; this is “on” by default. You can set up an initial auto-reply. Be mindful to check in and respond to questions promptly, though, or Google may turn off this option.
• Business description: In 750 characters or less, describe what your business does in a concise, friendly way. Give details on your services or products, mission and history. Avoid gimmicks or sales language. And run those spell checks.
• High-quality photos: Pick clear, engaging images of your storefront, products, team or services. Opt for original photos vs. stock. Keep the size 10KB and 5MB and 720x720 pixels max. For your logo, a square displays best and avoids cropping or distortion.

5. Collect and respond to reviews

Your GBP is a big part of your online reputation. Customers can give you 1 to 5 stars plus a written review. Google gives “staying power” to reviews that are 100 words or more — and, it notes, profiles with five or more reviews can get up to twice as many customers.

So, ask satisfied customers for reviews. Google makes it easy with a direct link you can share via email, text or social media. Be polite and grateful, and encourage honesty. Here's a sample email:

Subject line: “Your Opinion Matters to Us: Review [Business Name]”

Body copy: 

Thank you so much for choosing [business name]! We hope you enjoyed your experience with us. If you have a moment, please visit our Google page to share what stood out to you about our service in about 100 words or more. What did you enjoy most about the process? How did we meet your expectations? Your honest review helps us improve — and assists other customers in making informed decisions. Thank you for your time and support!

Google requires reviews from real users. So, your customers may need to create a Google Account or Gmail account to leave a review. They may want to create a business account if they don’t want the review connected to their personal account.

From here, respond to both positive and negative reviews professionally. This shows you value feedback and customer service. For instance

Responding to a positive review

Thank you so much for your kind words! We’re thrilled you had a great experience with us. Your support means the world to our team. We look forward to serving you again soon.

Responding to a negative review

We’re truly sorry to hear your experience didn’t meet your expectations. We value your feedback and would love the opportunity to make things right. Please contact us directly at [contact information] so we can address your concerns.

6. Make regular updates and posts

Finally, make it a point to revisit and update your GBP regularly. For general maintenance, a quarterly check-in is sufficient. Make any other changes on a rolling basis as needed, such as changes in hours, location or services.

You can also highlight limited-time information with the “Add update” button:

Here you can highlight a limited-time update, offer or event. For instance, Zoe’s sister companies, Metro Parent and Chicago Parent, host occasional digital events we highlight.

It can make your profile more personal and offer other ways for people to interact.

Next steps for improving your Google Business Profile and SEO

Google Business Profile is your portal to the Googling world. People are hungry for accurate details and honest reviews. Optimizing your GBP can boost your visibility and SEO. With these six steps, you can ensure your profile is updated, engaging, and trustworthy.

Are you looking for support with your GBP or other SEO efforts? Talk to us. Zoe’s marketing team can help you with an SEO audit and determine the best next steps to improve your ranking.

In the meantime, start evaluating your website’s SEO with these articles:

• 10 top common SEO mistakes and solutions
• 10 top local SEO strategies for businesses