In this post
When someone searches for a plumber, a barber or a decorator near them, the first thing they often see isn’t a website. It’s the map and the list of businesses underneath it. That list comes from Google Business Profile, and it’s free.
Most local businesses have a profile. Far fewer look after it. Here’s what I set up and check for clients, and what you can do yourself this week.
Get the basics exactly right
Google trusts information that is complete and consistent. Your business name, address, phone number and website should match your website and any directories you’re listed in, character for character.
- Choose the most specific primary category you can, then add secondary ones for your other services.
- Set accurate opening hours, including bank holidays.
- If you travel to customers, set a service area rather than showing a home address.
- Link to the most relevant page of your website, not just the homepage, if it helps.
Add photos, and keep adding them
Profiles with recent, real photos get more clicks. Add your finished work, your premises if you have them, and you or your team. A few new photos every month signals that the business is active.
Ask for reviews, and reply to every one
Reviews are one of the strongest signals for local search, and they’re what people read before they call. The easiest way to get more is simply to ask, at the moment a customer is happiest, with a direct link that takes them straight to the review box.
Reply to every review, good or bad. A short, genuine thank-you shows future customers that there’s a real person behind the business. A calm, helpful reply to a bad review often reassures people more than a perfect score would.
List your services and use updates
Add each service you offer with a short description. Then use the updates feature to post the occasional piece of news, a recent project or a seasonal offer. It takes a few minutes and keeps your profile fresh.
Connect it to your website
Your profile and your website work best together. Your website should show the same name, address and phone number, mention the areas you cover, and make it easy to get in touch. If you have a page for each area or service, Google has more to match against what people search for.
Where to start
- Check your name, address, phone number and hours are correct today.
- Add five recent photos of your work.
- Ask your last three happy customers for a review.
- Reply to any reviews you haven’t answered yet.
Setting up and improving Google Business Profiles is part of my SEO and content work. If you’d like me to look over yours, get in touch and I’ll tell you what I’d change.
