Improving your Google Business Profile

Why Your Google Business Profile Matters More Than Ever

Your Google Business Profile (formerly Google My Business) is your virtual shop front. For SME owners across London and beyond, it is often the first impression a customer gets of your business. Maybe you run a busy café in Shoreditch, a boutique fitness studio in Clapham, or a retail shop in Camden. Whatever you do, a strong profile can lift your visibility and bring more people through your doors.

Google handles over 8.5 billion searches a day. Appearing high in local results is not just useful. In a competitive market, it is essential for survival.

Complete Every Section of Your Profile

A strong Google Business Profile is a thorough one. Google's algorithm favours complete profiles, so a blank section is money left on the table.

Start with the basics. Make sure your business name matches your signage and official documents exactly. Add your full address, phone number, and website URL. Hospitality venues should include a menu link. Fitness centres should add class schedules. Retail shops should link to their online catalogues.

Don't skip the business description. You have 750 characters to tell your story. Use them to show what makes your business unique, mention your location, and weave in relevant keywords naturally. For example, "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

The right primary category is crucial. It tells Google exactly what your business does. Pick the most specific category for your main service. A yoga studio should choose "Yoga studio" rather than the broader "Fitness centre."

Secondary categories let you capture extra services. A café might add "Bakery" and "Wi-Fi spot" to reach different searches.

Attributes matter just as much, but people often overlook them. They include details like "Women-owned," "LGBTQ+ friendly," "Wheelchair accessible," or "Outdoor seating." For post-pandemic considerations, health and safety attributes such as "Requires masks" or "Staff wear masks" can sway customer decisions.

Optimise Your Photos and Visual Content

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

Upload high-quality images across every category: exterior and interior shots, products or services, team members, and the business in action. Restaurants need mouth-watering food photography. Fitness centres should show their equipment and classes in action. Retail shops need clear product shots and inviting store displays.

Keep a steady posting schedule with fresh photos. Google favours recently updated profiles, so add new images each month. Think seasonal too: summer terrace photos for restaurants, new equipment for gyms, or fresh stock displays for retail outlets.

Manage and Respond to Customer Reviews

Reviews shape your local rankings and customer trust. Businesses with higher scores and more reviews show up more prominently in search.

Encourage happy customers to leave reviews through follow-up emails, table cards, or a simple verbal ask. Make it easy by sharing a direct link to your review section.

Reply to reviews, both positive and negative. It shows great service and lifts your profile's engagement metrics. Thank customers personally for positive reviews. Address concerns in negative reviews professionally and quickly.

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 satisfaction.

Leverage Google Posts and Updates

Google Posts work like mini social media updates inside your Business Profile. They appear prominently in search results and let you share timely information.

Use different post types with purpose:

• 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 short (between 150-300 words), use strong visuals, and add a clear call to action. Restaurants might post daily specials. Fitness centres can promote new classes. Retail shops can showcase new arrivals or seasonal sales.

Posts stay visible for seven days (or until the event date). Post regularly to keep your profile active and engaging.

Monitor Your Insights and Performance

Google Business Profile Insights show how customers find and interact with your business. Check it regularly to see what works and where you can improve.

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 refine your strategy. If most customers search for directions, keep your address clear and accurate. If phone calls are popular, make your number prominent and have someone ready to answer.

Keep Information Current and Accurate

Nothing damages credibility faster than outdated information. Regular upkeep means customers can always find and contact you.

Update your hours for holidays, special events, or seasonal changes straight away. If you're a restaurant with extended summer hours or a shop with Boxing Day sales, reflect it promptly.

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

Conclusion

Improving your Google Business Profile is not a one-off task. It is an ongoing commitment that pays off in more visibility, more engagement, and ultimately more revenue. Apply these strategies consistently, and your SME will be ready to capture local customers searching for your services.

At Byter Digital, we know that managing your digital presence while running a business can be overwhelming. If you need expert help with your Google Business Profile or your wider digital marketing strategy, our London-based team is here to help you succeed.