If you’ve ever looked up a business on Google and found outdated info, missing photos, or zero reviews, you probably moved on pretty quickly. Now think about your own business. What are people seeing when they search for you?
Your Google Business Profile is one of the easiest things to update, and it can have a big impact. It helps people find you, learn about you, and decide if they want to call, visit, or even trust your brand. But it only works if it’s actually set up and maintained.
Let’s talk about what it takes to make your profile worth clicking on.
Why Your Profile Actually Matters
When someone searches for your business name or even just what you do, your profile shows up right there on the side of the search results. It’s your chance to make a good first impression—before they even visit your website.
If the hours are wrong, your photos are from 2016, or no one has left a review in months, you’re giving people a reason to look elsewhere. A strong profile can help you get more calls, more clicks, and more customers walking through the door.
And yes, it even helps your SEO.
How to Claim and Verify It
If you haven’t claimed your profile yet, go do that first. Head to Google Business, log in, and search for your business. If it’s already there, you can request ownership. If not, you can create a new listing.
Once you’ve filled out the basics, Google will ask you to verify it. Usually that means they’ll send a postcard with a code to your business address. Sometimes you can verify by phone, email, or even video if they want to be extra sure the place actually exists.
The video thing might sound annoying, but it’s worth it. Google wants to keep fake listings off the map, and the more trustworthy your listing is, the better you’ll rank.
Don’t Half-Fill the Profile
Once it’s verified, fill everything out properly.
Use your actual business name. Don’t cram in extra keywords like “Best Cheap HVAC Service in Miami.” That just looks spammy and can hurt your credibility.
Pick the right category, and if your business does more than one thing, you can add secondary ones. For example, if you own a salon that also offers spa treatments, include both.
Add the right contact info, make sure your hours are accurate, and clearly explain what you do in the description. That little paragraph matters. Use natural language and sprinkle in a few search terms your customers might use. If you’re not sure, tools like Google autocomplete can help you understand what people are typing.
If you don’t have a storefront and serve people in a specific area instead, like a plumber or cleaning service might, make sure to define your service area. That way, Google can connect you with the right local searches.
Show People What They Can Expect
Photos make a huge difference. If all you’ve uploaded is your logo, you’re missing out.
Post pictures of the inside of your store or office, your team, your products, or your setup. Make sure they’re clear, recent, and actually reflect what people will see when they visit or work with you.
Video helps too. Even just a short clip showing your space or walking through a process can make your profile feel more real. And real is what builds trust.
Avoid generic stock photos. Customers can spot those from a mile away. They’re not going to connect with a cheesy handshake stock image. They want to see you.
Reviews Are Not Optional
Reviews are one of the most powerful pieces of your profile. They affect your ranking, your credibility, and whether someone decides to give you a shot.
Don’t be shy about asking for them. After you finish a job, send a quick follow-up asking if the customer would be willing to leave a review. Make it easy by including a direct link. You can even create a short link that points straight to your review form.
Respond to every review, not just the five-star ones. If someone leaves negative feedback, take a breath before replying. Thank them, acknowledge what happened, and try to make it right offline if possible.
Google notices that kind of interaction. And so do potential customers.
Need to clean up some reviews that are fake or misleading? Learn how to remove fake Google reviews the right way.
Use Google Posts and the Q and A
Most business owners ignore this part of their profile. Don’t be most business owners.
You can use Google Posts to share updates, sales, promotions, events, or just something cool that’s happening. These posts show up right on your listing and are a great way to keep your profile fresh.
The Q and A section is also valuable. People can ask questions, and anyone can answer including random strangers. That’s why it’s smart for you to jump in early. Add your own FAQs and keep an eye on new ones. Answer clearly and be helpful. It shows you’re paying attention and makes your listing more complete.
Watch the Data and Adjust
Google gives you free analytics inside your business dashboard. Use them.
You can see how people are finding you, what search terms they’re using, and what actions they’re taking like clicking for directions or calling you directly.
If you’re getting views but no clicks, maybe your photos or description need work. If lots of people are searching for services you don’t even mention in your profile, that’s a missed opportunity.
This is where data becomes part of your reputation strategy. Use it to make small changes that help you grow.
Keep It Fresh
The worst thing you can do is forget about your profile. Even if everything was set up perfectly a year ago, it might not reflect your business today.
Update your hours when seasons change. Swap in new photos every few months. Keep an eye on reviews. Post something occasionally. These are small things, but they signal to Google and to customers that your business is active and trustworthy.
This is not a one-time setup. It’s a living part of your online presence, just like your website or your social media.
Final Thoughts
Your Google Business Profile is a free tool with a lot of power behind it. If you treat it like a set-it-and-forget-it listing, you’re leaving money on the table.
But if you spend a little time getting it right and keeping it up to date, it can be one of the best things you do for your local visibility.
People are already searching for what you offer. The question is, are they finding you?
And if they are, what are they seeing?
