The Importance of Google My Business
Current guidance: Google My Business is now called Google Business Profile. Eligible businesses can manage their profiles through Google Search or Maps. Google determines which verification methods are available for a particular business; these can include a recorded video, live video call, phone, email or mail. A recorded video is uploaded through the profile and is different from a live video call. See Google’s verification guidance and its video recording instructions. Google retired Business Profile chat and call history in 2024; check your profile for currently available contact options.
Update November 2022: Without the Google My Business app, you can manage your business profile through Google Search or Google Maps. Yes, this is a royal pain, but we must all accept change. Each day more and more accessibility options get added, so it isn’t all bad, but it definitely makes life for us as an agency more difficult and more reliant on such tools as Local Viking that can amalgamate all of our listings into a platform for posting and monitoring.
Update for November 2021: Despite some rumours you may or may not have heard, Google My Business has been officially renamed to Google Business Profile. With the new name comes changes. Instead of logging in to a particular website or app, this new update will allow users on search engines and map apps on-the-fly access to their profiles so that they can make changes at any time with ease.
The screenshot below shows an earlier profile editing interface; current controls and available features may differ.
A Google Business Profile (formerly Google My Business) helps eligible businesses share information in Google Search and Maps. Customers may use it to check your hours, contact details, services, photos and reviews. Our local presence management guide explains how this fits into a broader local strategy.
Check Google’s eligibility rules first. Businesses that meet customers in person at a location or within a service area may qualify; online-only businesses generally do not. A profile is free and is not mandatory for every business.
Top Benefits of Google Business Profile
- Help customers find current hours, contact details and relevant services.
- Show a physical location when eligible, or accurately describe a service area when serving customers at their locations.
- Share representative photos and respond to genuine customer reviews.
- Review available profile performance data, such as calls, directions or website clicks, alongside business inquiries.
An accurate profile can support local SEO, but it does not guarantee visibility, traffic or sales. Google considers relevance, distance and prominence when showing local results.
Google Business Profile Optimization Tips
For an eligible business, a complete profile makes it easier for customers to understand what you offer and how to reach you. Start by claiming the correct existing listing, completing the verification method Google offers and checking the information for accuracy.
Use the tips below to maintain the profile. Results depend on factors including relevance, distance and prominence; optimization does not guarantee a particular ranking.
Keep Your GBP Listing Active and Up-to-date
Review your business name, phone number, website, regular and holiday hours, services and description. Update details when they change so customers can contact or visit you confidently. Service-area businesses that do not receive customers at their address should follow Google’s address-hiding rules.
Categorize Google Business Profile Listing Properly
Choose the most specific primary category that describes your core business and add relevant secondary categories only where appropriate. Keep your information accurate across relevant local citations.
Update Photos on Your Google Business Profile Page Regularly
Use clear, representative photos of your location, team, products or work, and update them when they no longer reflect the business. Follow Google’s photo policies and obtain permission where needed.
Add “Click to Call Button” to Google Business Profile Page
Provide a current business phone number so customers can call through the contact options Google displays for your profile and device. Test that the number connects to the right team; a call option alone does not guarantee conversions.
Make Posts on Google Business Profile Page Regularly
Where available, use profile updates, offers and events to share timely information. Include accurate dates, relevant details and a useful link where appropriate. Posts are different from full website blog articles; choose a schedule that reflects real news rather than posting for its own sake.
A social media publishing tool may help you manage content across supported platforms; check its current integrations and limitations.
Conclusion
An accurate Google Business Profile can help eligible customers understand and contact your business. Review the information after changes and compare profile interactions with qualified inquiries. Contact us if you need help managing your local presence.