How to Claim & Optimize Your Google Business Profile

Whenever you perform a search for a business on Google, you might notice the panel that shows up in results showcasing that business. This is Google Business Profile, and it contains a variety of functions to help searchers find the business and services they need on the go.

Google Business Profile contains information such as business contact information, website, map location & directions, reviews, Q&As, and if you’re a restaurant, busy times, menus, and reservation links.

If your business doesn’t already own its business profile on Google, I highly recommend claiming it and optimizing it to better connect with your prospects in search results.

How to Claim Your Google Business Profile

1. Visit https://business.google.com/ and sign in with your Google account.
2. Search for your business by entering your business name. If it already exists, you’ll see it listed. If not, you can create a new profile.
3. If your business is listed, click “Claim this Business”. If not, click “Add your business on Google” and fill in the relevant details including name, contact info, location, etc.
4. Google requires you to verify your ownership of the business. Follow the prompts to verify your business using the options they offer (they vary by business).

How to Optimize Your Google Business Profile

Optimizing your GBP means filling in as much relevant information as you possibly can, and ensuring it is kept up to date regularly. When entering your business contact information (name, address, phone, etc.) be sure to format it the exact same way you have it formatted on your website or other online directories. (This matters to your local SEO success.)

1. Complete all information in your profile
   1. Business name
   2. Category and subcategories (as many as are relevant)
   3. Address and service areas
   4. Hours of operation
   5. Phone number and website URL
2. Write a compelling business description
   1. Include information that helps prospects understand what your business offers and why they should choose you over competitors.
   2. Up to 750 words, keeping in mind only the first ~250 show before they have to click “Read More”.
3. Add media
   1. Upload high-quality imagery of your business, storefront/interior, team, products or services, and any other helpful media.
   2. Good photos of your storefront in its environment helps prospects find your business easier if they’re visiting in person.
   3. Keep your media updated regularly to signal to Google that your business is active.
4. Collect and manage Google reviews
   1. Reviews are a powerful tool for your business as most consumers today check out past experiences before buying from you.
   2. Your Google Business Profile provides a custom review link you can copy and paste to your customers to request a review. The link takes them directly to the review pop-up window, making the process easy for them.
   3. Respond to reviews as often as you can to show you engage with your buyers.
5. Use the posts section to share content, promotions, events, or special offers
   1. Posts don’t remain permanently, so be sure to keep this updated.
6. Add products and services
   1. List all your major services and products to help your prospects understand what you offer.
7. Enable messaging and online booking (if applicable)
   1. Allowing prospects to book your services directly from your GBP can improve conversions, removing barriers to purchase.
   2. Enabling messaging allows prospects to ask questions while you’re top-of-mind for them.

Google Business Profile is a powerful (free) tool businesses can use as another method of capturing potential customers. While it is more catered to brick and mortar style businesses, service area businesses can also benefit from its use.