In today’s rapidly evolving digital landscape, if your business isn’t visible online, you’re simply missing out on potential business opportunities – big time. Thankfully, it doesn’t take much cost investment to equip your enterprise with a strong digital presence.
One of the simplest and most effective ways to put yourself on the digital map is by using Google My Business (GMB). For those who are unfamiliar, GMB is a free tool from Google for business owners to manage how their online presence appears across the search engine and their Google Maps platform. Your GMB profile is typically one of the first things that someone will see if they search for your business or services. Therefore, having it optimised for visibility on Google Search can be a real game-changer.
It’s important to note that a fully optimised GMB profile does more than just make you look good online. With the right communications strategies, an active GMB profile can actually also help boost your rankings in local search results, build trust with potential customers, and provide an easy way for people to engage with you.
If you want to get the most out of it, here are four steps to take your GMB profile from ‘meh’ to ‘magnificent’.
Step 1: Be Ready to Post Regularly: Keep It Fresh and Fun
First, it’s important to venture into this process with the following mantra: the best Google My Business profiles aren’t just static listings. You should use your GMB profile to share posts, updates, and even promotions, kind of like a mini-social media platform. Posting regularly shows Google (and your customers) that your business is active and engaged, and this can boost your visibility in search results. So if you have announcements, promotions or events do not be hesitant to post them directly on your GMB profile by designing your own GMB-optimised posts independently or with our post templates.
Now, before you think, “But I don’t have time to create new content all the time!”—hear me out. You don’t have to reinvent the wheel. Alongside using the right tools for post creation, it’s also wise to use promotional materials that are already at your disposal. Do flyers for upcoming sales or events? Convert those into images using a PDF converter and post them as GMB updates.
You can also share behind-the-scenes photos, company news, or just about anything that gives people a peek into your business and makes them feel your enterprise is a fixture in their own locale and sense of community. That’s the key difference between advertising on Google Search and promoting your business on Google Maps.
Bonus Tip: Don’t just make it all about promotions. You can share an important company milestone, snapshots of your team, or even some industry fun facts. A mix of different types of posts will keep things interesting and give potential customers more reasons to check back. The key is consistency—so make posting part of your routine, and watch your engagement grow.
Step 2: Get The Basics Right: Complete and Accurate Info
Now that you’ve got the right mindset, it’s time to make sure your foundational assets are covered. This means making sure every single bit of your profile is filled out with correct and up-to-date company information. It might sound obvious, but you’d be surprised how many businesses leave key details incomplete or out-of-date. And if your contact info isn’t accurate, you could be losing a shocking amount of leads.
Have you ever visited a business’s Google Maps listing, only to find out that their phone number is no longer connected or that their business premises are completely wrong? Then you’ll understand just how frustrating that can be. Alongside not being able to find your office or storefront, you run the risk of customers also leaving negative reviews on the basis that you’ve just inconvenienced them! But aside from the obvious benefit of keeping your customers satisfied, the more complete your GMB profile is, the more likely Google is to give you that sweet ranking boost.
So, ensure all your basics are up to date — business name, address, phone number (also known as your NAP), website, and hours of operation. And don’t forget to update your hours during holidays or special events. You wouldn’t want a customer showing up only to find out you’re closed — that’s a fast way to lose business.
And here’s a little secret: your business categories matter. Be specific! If you’re a café, for example, don’t just list “restaurant”— go for something more precise like “vegan café” or “Italian bistro.” This helps Google match you with people who are searching for exactly what you offer and will also provide prospective clients and customers with a stronger understanding of your brand identity and values from the get-go. It’s a small tweak that can make a huge difference. Oh, and double-check your location on Google Maps to avoid any wrong turns (literally).
Step 3: Encourage and Respond to Reviews: Reputation Is Everything
Let’s face it — reviews are everything these days. Glowing customer testimonials can elevate your business whereas repeat 1-star reviews can act as a potent red flag. Think about it: when was the last time you picked a place simply because of how high they were rated on Google? Chances are it was just this weekend! Google knows this too, which is why businesses with more reviews (and good ones) tend to rank higher on both Google Maps results and thus, on Google Search results too.
And don’t get it twisted – getting reviews isn’t just a “nice to have”. Securing Google reviews should actually be a part of your overall digital marketing strategy, as it’s one of the most cost-effective ways of ensuring your business stays well-presented online.
The best way of integrating a respectful request for Google review management into your customer service processes is to make a practice of encouraging your happy customers to leave reviews on your GMB profile, either by asking at the moment or creating signage around your premises that provides links to your Google Maps listing.
You can either include a review link in your follow-up emails or even on receipts, or you may even create a QR code to be displayed around your office or store with a cheery message, like “Loved our service? Leave us a review on Google!”. And don’t just sit back once the reviews start coming in — respond to them too! Whether it’s a glowing review or a bit of constructive criticism, showing that you care (and that your GMB profile is active and responsive) goes a long way.
When you do reply to a positive review, thank the customer and maybe highlight something specific they mentioned. It makes your response feel more genuine instead of a generic cut-and-paste response. And if you do happen to get a not-so-great review, don’t panic. Use it as a chance to show that you’re proactive and willing to fix any issues. A thoughtful response to a negative review can actually win you more customers by demonstrating your excellent customer service.
Step 4: Use High-Quality Photos and Videos: Show Off What You’ve Got
In this digital age, people naturally want to see what they’re getting before they commit to making a purchase with you. High-quality graphics and strategic video marketing on your GMB profile can help you do just that. Businesses with good visuals tend to get more clicks, calls, and direction requests because, well, people are drawn to good-looking content — it’s as straightforward as that. It’s like the difference between a storefront with a bright, inviting display and one with a dusty old window.
Make sure your profile includes photos of your storefront, products, and team. Give potential customers a real feel for what it’s like to visit your business. If you’ve got the resources, upload a short video — a quick virtual tour or a behind-the-scenes look at how things work can be super engaging. And don’t stress about making it Hollywood-level fancy. An authentic, clear video shot on a smartphone can work just as well, as long as it professionally represents your business.
Also, don’t forget to update your visuals regularly. New photos keep your profile feeling fresh, and Google loves fresh content — it’s a signal that your business is active and relevant. The more you give Google to work with, the better chance you have of standing out.
Final Thoughts
Optimising your Google My Business profile isn’t rocket science, but it does take a bit of effort. By completing your info, encouraging reviews, posting regularly, and using quality visuals, you’re not only giving your business the best chance to shine but also ensuring that you’re easy to find in a sea of competitors.
Your GMB profile is, after all, your first touchpoint in the online world for many of your consumers, so make it a good one. Take these steps, put in the work, and watch as your online presence grows, bringing in new customers and more business. Happy optimising!
