How many times have you Googled something before making a purchase, finding a local service, or even looking up a recipe? My guess is A LOT, because over 90% of search engine inquiries worldwide are made in Google. For this reason, your business needs to have a good relationship with Google. You want Google to learn to love you, so it shows you in top results. To start that relationship, your Google Business Profile is essential. When you create a profile, you are adding your house to Google’s backyard, so to speak. Being there means you have a chance to play within that virtual yard. But just being there doesn’t mean Google will want to play with you. To truly stand out, you need:
- Ensure your profile is complete.
- Make consistent updates.
- Encourage customer interactions.
Why Google Business Profiles Matter
Your Google Business Profile connects you directly with people searching for services or products like yours. If your profile is well-maintained, Google is more likely to show you to local searchers. It’s one of the easiest and most effective ways to increase your online visibility for free.
The Power of a Complete Google Business Profile
In your Google Business profile, you will see a wheel that shows how “complete” your profile is. It moves between red, orange, and green. You want it to be green. To achieve that green, you should open every tab in your profile and answer every question that applies to you, no matter how trivial it may seem. Depending on the type of business you have, the questions it asks will change. For example, if you are an eatery, you can add a menu. If you are an online retailer, you can highlight products. If you are in the construction industry, you may provide insurance information. Google aims to provide its users with the most accurate and comprehensive information. Your complete profile tells Google that you also care about this, and it rewards you for it by showing your profile to more people.
Why Consistency Matters in Your Google Profile
Once you have a “green light” for completeness, it is best to make an update every week. This can be done by adding a post (called an Update), which is very similar to what you do in social media marketing, or by uploading photos to your gallery. Updates and pictures provide a visual preview to potential customers, inviting them to click and engage directly from your Google Profile listing. And, taking the time to manage your Google Business Profile is a free way to drive more traffic to your website or brick-and-mortar location.
What Makes a Google Business Profile Effective
Google favors businesses that show up, stay active, and respond to their customers. Here’s a quick breakdown of what Google pays attention to and how it can affect how often your business shows up:
| WHAT TO DO | WHY IT HELPS | WHAT GOOGLE DOES WITH IT |
| Fill out your entire profile | Provides people with the information they need: hours, services, location, etc. | Pushes your profile higher in local searches |
| Post weekly updates | Shows you’re active and engaged |
Keeps your listing fresh and visible |
| Choose the right categories | Helps Google understand what your business actually does | Matches you with the right types of searches |
| Add new photos regularly | Makes your profile more eye-catching to potential customers | Encourages more clicks from searchers |
| Respond to reviews and messages | Builds trust and shows you care about customer feedback | Boosts your chances of showing up more often |
| Turn on chat messaging | Makes it easier for people to reach you quickly | Improves your responsiveness score with Google |
How to Stay Active and Engaged with Your Audience
In addition to having a complete profile with a “green light” and updating your profile weekly, you should also respond to all reviews and messages within 48 hours, even the bad ones. The reason for this is that Google rewards profiles that respond to reviews and messages, and that reward could mean you appear in more top results. You also want to ensure that the “Chat” option is enabled so that you can receive messages sent directly to the email address associated with your profile. When you reply, Google will track your response. This provides customers with a convenient way to contact you while also boosting your responsiveness score with Google. Response to reviews and messages from customers proves to Google that you care enough to interact with your customers promptly. Google’s algorithm prefers profiles with recent activity and a prompt response time to consumers, and it rewards profiles that do this by favoring them in search results.
Making the Most of Your Updates
When people begin managing a Google Business Profile consistently, they often ask me for the best way to use the “Updates” feature. An update remains active on your profile for 7 days, which is why I encourage you to post weekly. Having posts available gives you a chance to visually capture someone’s attention and encourage them to click, without needing to visit your website. Think of it as a social media post made in Google. Depending on your kind of business, you can use Updates in different ways. If you are a restaurant, you might have weekly or daily specials. These are great to share as an update, so people see your listing as soon as they find it. If you are selling products, consider highlighting a specific item on your profile each week to boost sales. Alternatively, if you are a service provider offering a limited-time promotion, this would be an ideal opportunity to showcase it. Instead of a sales offer, consider sharing something about your product or service that makes it unique or appealing. That could mean highlighting that your product is organic, locally sourced, conflict-free, or not tested on animals. Or, you could share three practical ways someone can apply it in their daily life to demonstrate its value. There are many options, but the rule of thumb is to use Google Profile updates to share something you think will help inspire people to call, click, or buy.
Need Help Optimizing Your Profile?
Are you looking to optimize your Google Business Profile SEO? Book a discovery call today to learn how to take your business listing to the next level. Want to dive more into the Googleverse? Check out our last blog — Maximizing Your Investment with Google Ads Services — to learn how to rank higher on Google.
