Improving your Google Business Profile

Why Your Google Business Profile Matters More Than Ever

In today's digital landscape, your Google Business Profile (formerly Google My Business) serves as your virtual shop front. For SME owners across London and beyond, it's often the first impression potential customers have of your business. Whether you're running a bustling café in Shoreditch, a boutique fitness studio in Clapham, or a retail shop in Camden, optimising your Google Business Profile can dramatically increase your visibility and drive more foot traffic through your doors.

With over 8.5 billion searches happening on Google daily, ensuring your business appears prominently in local search results isn't just beneficial—it's essential for survival in competitive markets.

Complete Every Section of Your Profile

The foundation of an effective Google Business Profile lies in thoroughness. Google's algorithm favours complete profiles, so leaving sections blank is essentially leaving money on the table.

Start with the basics: ensure your business name matches exactly what appears on your signage and official documents. Add your complete address, phone number, and website URL. For hospitality venues, include your menu link. Fitness centres should add class schedules, and retail shops should link to their online catalogues.

Don't overlook the business description—you have 750 characters to tell your story. Use this space to highlight what makes your business unique, mention your location, and include relevant keywords naturally. For instance, "Award-winning Italian restaurant in the heart of Covent Garden, serving authentic pasta and wood-fired pizzas since 2018."

Master Your Business Categories and Attributes

Selecting the right primary category is crucial—this tells Google exactly what your business does. Choose the most specific category that accurately describes your main service. A yoga studio should select "Yoga studio" rather than the broader "Fitness centre."

Secondary categories allow you to capture additional services. A café might add "Bakery" and "Wi-Fi spot" as secondary categories to attract different customer searches.

Attributes are equally important but often overlooked. These include details like "Women-owned," "LGBTQ+ friendly," "Wheelchair accessible," or "Outdoor seating." For post-pandemic considerations, health and safety attributes like "Requires masks" or "Staff wear masks" can influence customer decisions.

Optimise Your Photos and Visual Content

Visual content drives engagement, and Google Business Profiles with photos receive 42% more requests for driving directions and 35% more click-throughs to websites.

Upload high-quality images across all categories: exterior and interior shots, products or services, team members, and the business in action. For restaurants, mouth-watering food photography is essential. Fitness centres should showcase their equipment and classes in action. Retail shops need clear product shots and inviting store displays.

Maintain a consistent posting schedule with fresh photos. Google favours recently updated profiles, so aim to add new images monthly. Consider seasonal content—summer terrace photos for restaurants, new equipment arrivals for gyms, or fresh stock displays for retail outlets.

Manage and Respond to Customer Reviews

Reviews significantly impact your local search rankings and customer trust. Businesses with higher review scores and more reviews appear more prominently in search results.

Encourage satisfied customers to leave reviews through follow-up emails, table cards, or verbal requests. Make the process easy by providing direct links to your review section.

Responding to reviews—both positive and negative—demonstrates excellent customer service and improves your profile's engagement metrics. Thank customers for positive reviews personally and address any concerns raised in negative reviews professionally and promptly.

For negative reviews, follow the LEARN approach: Listen to the concern, Empathise with the customer, Apologise if appropriate, Respond with a solution, and Never argue publicly. This shows potential customers that you value feedback and care about customer satisfaction.

Leverage Google Posts and Updates

Google Posts function like mini social media updates within your Business Profile. They appear prominently in search results and provide an excellent opportunity to share timely information.

Use different post types strategically:

• What's New posts for general updates and announcements
• Event posts for special occasions, classes, or sales
• Product posts to highlight specific items or services
• Offer posts for promotions and discounts

Keep posts concise (between 150-300 words), include compelling visuals, and add clear calls-to-action. Restaurant owners might post daily specials, fitness centres can promote new classes, and retail shops should showcase new arrivals or seasonal sales.

Posts remain visible for seven days (or until the event date), so maintain a regular posting schedule to keep your profile active and engaging.

Monitor Your Insights and Performance

Google Business Profile Insights provide valuable data about how customers find and interact with your business. Regular monitoring helps you understand what's working and where improvements are needed.

Pay attention to:

• How customers search for your business (directly, discovery searches, or branded searches)
• Actions customers take (website visits, direction requests, phone calls)
• Popular times customers visit
• Photo views and engagement

Use this data to optimise your strategy. If most customers search for directions, ensure your address is clearly visible and accurate. If phone calls are popular, make sure your number is prominent and someone's always available to answer.

Keep Information Current and Accurate

Nothing damages credibility faster than outdated information. Regular maintenance ensures customers can always find and contact your business.

Update your hours for holidays, special events, or seasonal changes immediately. If you're a restaurant offering extended summer hours or a retail shop with Boxing Day sales, reflect these changes promptly.

For temporary changes like renovations or staff holidays, use Google's special hours feature or posts to communicate with customers in advance.

Conclusion

Improving your Google Business Profile isn't a one-time task—it's an ongoing commitment that pays dividends in increased visibility, customer engagement, and ultimately, revenue. By implementing these strategies consistently, your SME will be well-positioned to capture local customers actively searching for your services.

At Byter Digital, we understand that managing your digital presence alongside running your business can be overwhelming. If you need expert assistance optimising your Google Business Profile or broader digital marketing strategy, our London-based team is here to help you succeed in the competitive digital marketplace.