How to improve your Google Business Profile

Whether you're running a bustling café in Shoreditch, a boutique fitness studio in Clapham, or a retail shop in Camden, your Google Business Profile is often the first impression potential customers have of your business. With 86% of consumers using Google to look up local businesses, optimising your profile isn't just important—it's essential for survival in today's digital marketplace.

Your Google Business Profile (formerly Google My Business) serves as your digital shopfront, appearing in local search results, Google Maps, and the knowledge panel when someone searches for your business directly. For SME owners across London and beyond, a well-optimised profile can be the difference between a thriving business and one that struggles to attract footfall.

Complete Your Business Information Thoroughly

The foundation of an effective Google Business Profile starts with comprehensive, accurate information. Google rewards businesses that provide complete details, often ranking them higher in local search results.

Ensure your business name matches exactly what appears on your signage and official documents. Add your full address, including postcode, and verify your phone number is current and answered during business hours. Don't forget to select the most specific business categories available—if you're a yoga studio, choose "Yoga Studio" rather than the generic "Fitness Centre."

Your business description should be compelling and keyword-rich, highlighting what makes your business unique. For instance, instead of "We sell coffee," try "Award-winning independent coffee shop serving ethically-sourced beans and homemade pastries in the heart of East London."

Optimise Your Business Hours and Special Information

Accurate opening hours are crucial for customer satisfaction and local SEO. Nothing frustrates potential customers more than arriving at a closed business that Google claimed was open. Update your hours for holidays, special events, and seasonal changes promptly.

Take advantage of Google's special hours feature for holidays like Christmas, Easter, or bank holidays. If you're a fitness studio offering different class schedules on weekends, or a restaurant with varying kitchen hours, make sure this information is clearly stated.

For businesses affected by ongoing changes, use the "More hours" feature to specify different hours for different services—perhaps your retail shop has different hours from your online consultation services.

Encourage and Manage Customer Reviews Strategically

Reviews are the lifeblood of local SEO and customer trust. Businesses with higher ratings and more recent reviews consistently outrank their competitors in local search results.

Develop a systematic approach to requesting reviews from satisfied customers. Train your staff to mention reviews during positive interactions, include review requests in follow-up emails, and consider offering small incentives for honest feedback.

When you receive reviews—both positive and negative—respond promptly and professionally. Thank customers for positive reviews and address concerns in negative ones with empathy and solutions. This shows potential customers that you value feedback and are committed to excellent service.

Upload High-Quality, Relevant Photos Regularly

Visual content significantly impacts customer decisions, with businesses that add photos receiving 42% more requests for directions and 35% more click-throughs to their websites.

Upload a variety of high-quality images showcasing your business from different angles. Include exterior and interior shots, your team at work, popular products or services, and happy customers (with permission). For restaurants, mouth-watering food photography is essential. Fitness studios should showcase clean, well-equipped spaces and energetic class sessions.

Update your photos regularly to keep your profile fresh and engaging. Seasonal decorations, new menu items, or updated interiors all provide opportunities for new content that keeps your profile active in Google's algorithm.

Utilise Google Posts for Regular Engagement

Google Posts function like a mini social media platform within your business profile. These posts appear in your knowledge panel and can significantly boost engagement and visibility.

Share updates about new products, special offers, upcoming events, or company news. For hospitality businesses, post about seasonal menus or special themed nights. Fitness centres can share workout tips or announce new classes. Retail shops can showcase new arrivals or seasonal sales.

Include clear calls-to-action in your posts, such as "Book now," "Learn more," or "Shop today." Use high-quality images and keep your text concise but informative. Post regularly—aim for at least once per week to maintain visibility.

Implement Local SEO Best Practices

Your Google Business Profile doesn't exist in isolation—it's part of your broader local SEO strategy. Ensure your business information is consistent across all online directories, including Yelp, Facebook, and industry-specific platforms.

Create location-specific content on your website that complements your Google Business Profile. If you're a London-based business, create content about serving your specific boroughs or neighbourhoods. This helps Google understand your local relevance.

Encourage customers to use location-based keywords when reviewing your business. A review mentioning "best coffee in Islington" carries more local SEO weight than generic praise.

Monitor Performance and Analytics

Google provides valuable insights about how customers find and interact with your business profile. Regularly review these analytics to understand what's working and what needs improvement.

Pay attention to how customers find your business—whether through direct searches, discovery searches, or branded searches. Monitor which photos get the most views and what posts generate the most engagement.

Use this data to refine your strategy. If you notice most customers call rather than visit your website, ensure your phone number is prominent and someone is always available to answer.

Conclusion

Improving your Google Business Profile requires ongoing attention, but the investment pays dividends in increased visibility, customer trust, and ultimately, business growth. By implementing these strategies consistently, you'll not only improve your local search rankings but also provide potential customers with the information and confidence they need to choose your business over competitors.

Remember, optimisation is an ongoing process, not a one-time task. Stay current with Google's evolving features, continue engaging with your customers, and maintain accurate, compelling information. Your future customers are searching for businesses like yours right now—make sure they can find you.