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Optimise Your Google Business Profile: Everything You Need to Know

Optimise Your Google Business Profile: Everything You Need to Know

In the competitive world of online visibility, your Google business profile (formerly Google My Business) is an indispensable tool. It offers an excellent opportunity to make your store stand out in Search Engine Results Pages (SERPs) and on Google Maps, too. In fact, research shows that 72% of local searches result in store visits.

If you want to optimise your Google Business Profile and increase the number of potential customers visiting your business, we’ve covered everything you need to know about Google Business Profile and how to keep customers satisfied and attract new customers for years to come. Let’s get started.

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What are the benefits of a Google Business Profile?

A Google Business Profile offers numerous benefits for entrepreneurs. First of all, it’s free. Plus, it increases your online visibility without you having to spend a penny, it improves your discoverability in local searches, and gives potential customers instant access to vital information about your business. Moreover, it allows you to communicate with customers and interested parties through reviews and questions. 

How to create a Google Business Profile 

Creating a Google Business Profile is a simple process, but it requires some attention to detail. Follow the steps below to build a solid foundation for your online presence:

  • Log in to Google Business Profile: Start by logging into your Google account and then go to “Create a profile”.
  • Fill out business information: Enter accurate and complete information about your business, including name, address and contact information, and your website – if you have one.
  • Choose the right business category: Select the business category that best describes your store. This is important, because it makes your store findable on Google Maps, amongst others. 
  • Choose your service area: This is the area where your company offers services. You can select the size of this area based on cities and postcodes.
  • Verify location: Follow the verification process to confirm the authenticity of your business location. Verification is crucial to demonstrate the trustworthiness of your business. 

Google Business Profile: Explained

Once you’ve laid the foundation, it’s time to dig deeper into the essential parts of your Google Business Profile. These elements play a crucial role in attracting potential customers and retaining existing customers.

Choose the right category

Choosing the right business category is of great importance. This ensures that you can be found when people search for your type of store in the area. You can choose one primary category, and up to nine additional ones. Note: many categories are not necessarily better – only choose the categories that really apply to your store. 

Optimise the photos of your Google Business Profile

Images say more than words, and this also applies to your Google Business Profile. Choose photos that reflect your business in a positive way: images of your physical location, your team in action, and the products or services you offer. Professional, high-quality photos contribute to the overall image of your business and instil confidence in potential customers.

Using 360-degree photos and videos, you can give potential customers an interactive virtual experience of your store on your Google Business Profile. Please note, these photos and videos must be taken by a Google-certified photographer. 

In addition to photos of the store, you can also highlight product photos on your Company Profile. 

Address details, telephone number, and opening hours

The essential information about your company is at the top of your Google Business Profile: the address, opening hours, telephone number, and your website. Do you only have a webshop without a physical address? Then you can leave the address section blank. You can set different opening hours for certain holidays or holiday periods, and enter multiple phone numbers, or choose to hide your phone number entirely.


If you want, you can add a short description to your Google Business Profile, useful information for your customers: your product range, the brands you sell, what makes your store special, or a short general introduction. 

Add your social media pages to your Google Business Profile

Adding your social media pages to your Google Business Profile increases your online visibility and connects your store to a broader audience. In addition, it stimulates interaction and offers potential customers more insight into your brand, increasing the chance of engagement and conversions. With this addition you can also show your review score on other platforms, such as Facebook.

Add questions and answers 

To further optimise your Google Business Profile and make it more interactive, a “questions corner” can offer a solution. This section allows customers to obtain specific information. Here they can ask questions about opening hours, services, and more. Please note that you must actively monitor this section and answer questions in a timely manner. This way you improve your customer service, show commitment, and help build trust among customers and interested parties.

Manage the Google reviews on your company profile

Reviews are a digital form of word-of-mouth advertising, and positive reviews not only increase the trust of potential customers, but also contribute to better search rankings. Research shows that 98% of consumers consult reviews of local businesses, and online reviews also influence an estimated $3.8 trillion in sales worldwide.

It is therefore important to encourage customers to leave reviews and as an entrepreneur to actively respond to both positive and negative feedback. This shows commitment and ensures greater satisfaction among your customers. You can add the question to leave a review to the purchase confirmations of your webshop or your (digital) receipt.

How can you respond to your Google reviews?

A Google Business Profile makes your store more visible online, but it is important to monitor your profile carefully and answer reviews. This benefits your online reputation and strengthens the relationship with your (future) customers.

  • Positive reviews are valuable. Thank enthusiastic customers personally, share positive feedback on your social media pages and emphasise gratitude on your Company Profile.
  • Negative reviews provide opportunities to learn. Respond quickly, acknowledge any mistakes, offer solutions and show a willingness to improve. This way you show that you work in a customer and solution-oriented manner.

Get the most out of your Google Business Profile

Optimising your Google Business Profile is not a one-time task; it’s an ongoing process to keep your store information up to date. By regularly updating your photos and actively responding to questions and reviews, you utilise the potential of this powerful tool. An optimised Google Business Profile is not only intended to be seen, but also to generate conversions. 

Moreover, it not only ensures more visibility online, but also contributes to building a positive online reputation. By consistently working to improve the different aspects of your profile, you position your store as reliable and customer-oriented. 

Are you interested in how, in addition to your Google business profile, you can best profile your store for a complete omnichannel experience, allowing all your sales channels, online and offline, to communicate optimally with each other? Please contact one of our experts.

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