Your Google Business Profile is your most valuable free marketing asset. Most businesses use only 20% of its potential. Here's how to unlock the rest.
Google Business Profile (formerly Google My Business) is the single most powerful free local marketing tool available. A fully optimised profile can drive dozens of new customers per month without spending a dollar on advertising. Yet most businesses leave the majority of their profile incomplete.
Step 1: Complete Every Field
- Business name — use your exact legal name, no keyword stuffing.
- Category — choose your primary category carefully; secondary categories also matter.
- Address and service area — precise and verified.
- Hours — including special hours for holidays.
- Phone number — local number preferred over toll-free.
- Website — link to your most relevant landing page.
- Description — 750 characters; use your primary keywords naturally.
Step 2: Optimise Your Categories
Your primary category is the most important ranking signal in your profile. Choose the most specific category that matches your business ("Italian Restaurant" beats "Restaurant"). Add up to 9 secondary categories for all services you offer. Research what category your top-ranked local competitors use.
Step 3: Add High-Quality Photos
Businesses with 100+ photos receive 520% more calls and 2,717% more direction requests than average. Add interior photos, exterior photos, team photos, product/service photos, and action shots. Update photos monthly — recency signals activity to Google's algorithm.
Step 4: Post Weekly on Google Business Profile
Google Posts appear in your profile and can rank for branded searches. Post weekly with offers, updates, events, or new products. Each post should include a relevant keyword, a compelling image, and a call-to-action.
Step 5: Manage Reviews Actively
Respond to every review — positive and negative — within 48 hours. This signals active management to Google and builds trust with potential customers. More importantly, run a review funnel to consistently grow your review count and star rating.
Step 6: Answer Questions in Q&A
The Q&A section of your Google profile is often ignored. Proactively add common questions and answers yourself — Google allows profile owners to post Q&As. This reduces friction for potential customers and fills your profile with relevant keywords.
Topics
