How to fully optimize your Google Business Profile

Jody Mayers

21 min read Last Updated Jan 25, 2023

Your Google Business Profile (formerly Google My Business) is key to both getting discovered in search results and getting chosen by potential customers. In this article, we’re going to talk about how to create, maintain and optimize your Business Profile to help you stand out from the competition and show up on the first page of Google.

Let’s get started.

Chapter 1: Getting started with Google My Business

New to Google My Business? Let’s cover a few things before we dive into the how-to.

Why did Google My Business change to Google Business Profile?

Google My Business was renamed “Google Business Profile” in the fall of 2021. As Google moved its efforts to bring the company profile management out of the Google My Business app and directly into Google Search & Maps apps.

The name change wasn’t necessarily a surprise since Google started using the term “profile” rather than “listing” months before leading up to the switch. Previously, the platform was known as Google+ and Google Local, names that still appear in places every now and then.

Download Now: The complete Google My Business marketing toolkit

Google My Business vs. Google +

There is some confusion between Google My Business and Google+. Let’s go through the difference between the two.

Google My Business:

Google My Business controls how your company appears in Google search and Google Maps results. Your Google My Business profile is not related to the discontinued Google+ in any way.


Google+ was Google’s social media network that launched back in 2012. Just like Facebook, Google+ had personal and company profiles. However, the platform shut down due to low user engagement. As of 2019, Google+ is no longer available.

Why you need a Google Business Profile account

Google Business Profile account allows companies to appear in Google search results by claiming their online listing and sharing important company information such as name, address, phone number, hours, and much more. Claiming your Google Business Profile provides an array of benefits.

Google Business Profile SEO benefits

One major benefit of having a Google Business Profile is search engine optimization. It helps your prospects find the information they need in order to become customers. That’s because your Business Profile helps Google’s algorithm understand the services that your company offers and that translates to a higher search ranking.

According to the marketing website Moz, your Google Business Profile is one of the most important factors when it comes to ranking well in Google local search results. That means without one, it’s going to be really difficult for your company to rank higher than the competition.

Most existing companies will already have a Google Business Profile. However, only 44% of companies have claimed their profile. This means that the majority of companies are making it unnecessarily more difficult for customers to find them online.

Invictus auto group google reviews

How to claim or create a Google Business Profile listing

Most existing companies will already have a Google My Business page, but if you’re starting a new company, you might need to create a Google Business Profile from scratch. Let’s talk about how you can do both.

How to claim an existing Google Business Profile

Here’s how you can claim an existing Google My Business profile.

Step 1 Find your company on Google Maps. Typing in your company’s name and the city you’re located in usually does the trick.

Step 2 Click the button that says ‘Own this business?’

Red square box indicates own this business?

Step 3 If the listing has already been claimed by someone else, you’ll see this screen. Maybe someone else in your company has already claimed it earlier. You have the option to either request access from the owner or, if you don’t know who the owner is, to appeal to Google.

Business listing has already been claimed

Step 4 If the listing hasn’t been claimed, you’ll see this screen. Click the button that says “Manage Now.”

Manage your business on Google My Business

Step 5 Once your profile is claimed, Google will send you a PIN to verify that you are actually the owner of the company. Most company owners choose to receive the PIN by postcard, which takes a few days, depending on location. Email and phone verification are also available for select companies.

How to create a new Google Business Profile

Step 1 Go to Google Business Profile (formally Google My Business).

Step 2 Visit Google Business Profile and click the button “Manage now.”

Step 3 Enter the name of your company.

Step 4 Type your company name, if you are unable to find your company name, you will be able to add your company to Google manually.

Find and manage your business name

Step 5 Start building your Business Profile by adding your company name and the category in the drop-down menu that best describes your company.

Select a business name and business category to start building your business profile

Step 6 If your company has a physical location, such as a retail store, you will add the location. If you have a company without a physical location, such as a plumbing company or HVAC company, you will check the “no” box.

Add your location on Google Business Profile Manager

Step 7 Add the address of your location.

Select region where business is based

Step 8 If Google detects your Business Profile has been created, this prompt will ask you to verify. Check the box of your company to improve your profile.

Check is this your business?

Step 9 Drag and zoom with pinpoint accuracy using the + and – buttons at the bottom right of the window to zoom in and out to the exact spot where your company is located.

Drag and zoom the google maps marker position on exact spot where your business is located

Step 10 If your company delivers to customers, you can let them know where you are willing to go using this step.

Deliveries and office visits

Step 11 Add your contact information, website, or both to your Google Business Profile.

Add contact information including contact phone number and current website URL

Step 12 Choose a way for Google to verify your company. The traditional method is by receiving a postcard in the mail with a verification code you will have to enter once it’s delivered. Make sure you add a contact name to your verification so the postcard is delivered directly to you. Most postcards arrive within 14 days. To avoid delays, do not request a new code or edit your company name, address, or category.

add contact name to verify business

Step 13 Next, you will need to add your business hours. If this changes, you will be able to edit your hours in your profile once it’s verified and your profile has been created.

Add Business Hours

Step 14 Next, you’ll be able to add the option of allowing your customers to message your company on Google for free. Simple toggle back or forth, depending on your preference for this feature.

Blue right tick says accept messages

Step 15 In this section, you will be able to add a description of your company within 750 characters. This description will help your customers better understand what your company is about, so take your time with this section to write a description with relevant details, a history of how your company was created, or even your mission statement.

Add Business Description

Step 16 A picture is worth a thousand words so try not to skip this step. This is your chance to showcase your products, your company location, or events.

Add Photos of your business

Step 17 Once your Google Business Profile has been verified, you’ll be able to make updates and edits at any time. Regular updates help ensure Google can share the most accurate information about your company with your potential customers.

Google Business Profile Verification

Google Business Profile for multi-location companies

If you’re running a company with multiple locations, consider creating a location group. This will allow you to easily manage all of your different locations. Here’s how you can get started.

Step 1 Sign in to your Google My Business account.

Step 2 Click “Manage locations.”

Step 3 Then, click “Create location group.”

create location group and verify

Step 4 Enter the name of your new location group.

Step 5 Click ‘Create.’

Chapter 2: Managing your Google Business Profile

Now that you’ve created your Google My Business profile, let’s talk about how you can manage it for better results.

Google My Business Profile Mobile View

How to edit your Google Business Profile

If your company goes through a change in operations, like moving locations or getting a new phone number, you should update the information in your Google My Business profile in order to prevent any potential confusion. Here’s how you can edit your information.

Step 1 Sign in to your Google My Business Profile.

Step 2 Click “Info” in the menu.

Birdeye Google Business profile

Step 3 Here, you’ll be able to change information like address and hours of operation.

If your changes aren’t visible right away, don’t worry. In rare cases, it can take a couple of weeks for the changes to actually show up on your Google Business Profile.

Google Business Profile insights and analytics

Google Business Profile insights help you understand how customers are interacting with your profile. Here’s what you can see in Google My Business insights.

  • Search queries- See the exact search terms that customers are typing in to find your company. Consider adding commonly-used search terms to your Google My Business description to help with SEO.
  • Where customers view your company on Google- Google Business Profile shows detailed analytics about what Google services customers use to find your company, primarily your listing in Google’s search engine vs. Google Maps.
  • Customer actions- This section shows the most common actions that customers take on your listing, like visiting your website, requesting directions, or calling you.
  • Direction requests- Customers can request directions to your company from your Google My Business listing. Google Business Profile shows you what ZIP codes these requests are coming from. This allows you to target your advertising accordingly.
  • Phone calls- Want to know which hours your customers are calling you the most? Google My Business shows what time customers are calling the number on your Google Business Profile.
  • Photo insights- Not sure if anyone’s actually viewing the photos that you or your customers post on Google Business Profile? There is a way to check. Google shows you how many views the photos posted on your profile have.
  • Want to know more? Check out this article on Google My Business insights.

Google Business Profile photo guidelines

We heavily recommend putting photos on your Google Business Profile. Remember, a picture is worth a thousand words, and a great high-definition photo showing off company services, including interior and exterior shots, can motivate customers to come to your company.

Having photos pays off. According to Google, companies with photos get 42% more requests for driving directions and 35% more clicks to their website than companies with no photos.

Here are Google’s requirements for a Google Business Profile photo.

Format: Either JPEG or PNG.

Image size: Between 10KB and 5MB.

Recommend profile photo size: 720 x720 pixels (minimum 250 x 250; maximum 5,300 x 5,300).

Recommended cover photo size: 1,080 x 608 pixels (minimum 480 x 270; maximum 2,120 x 1,192).

Quality: Google says that photos on your profile “should represent reality.” That means no using filters or altering images in order to present an image different than what your company actually is.

What kinds of photos can you add to your Google Business Profile?

Google My Business supports different types of photos. Let’s go through them.

•    Logos: This helps customers immediately recognize your brand on Google.

•    Cover photos: Uploading a cover photo tells Google that this is the preferred first image that you want to show to your customers. However, setting a cover photo does not guarantee that it will be displayed in this first position.

•    Other photos: These photos are meant to help potential customers recognize all of your unique products, services, and company locations.

Google recommends that companies have three of each one of these different photo categories, provided that they are relevant to your services.

  • Exterior photos
  • Interior photos
  • Product photos
  • Photos at work
  • Food & drink photos
  • Common areas
  • Rooms
  • Team photos
Google My Business supports different types of photos

Google My Business video guidelines

As time goes on, more and more internet users are turning to video. While people often don’t want to take the effort to read a lengthy article (you are the exception), they’re more than happy to watch a video. It can be a great way to show off your brand’s personality. Here are Google’s recommendations for a Google My Business video.

Length: Up to 30 seconds long

Resolution: At least 720p

Video size: 100 MB or lower

How to track your traffic from Google Business Profile

Want to know how many website visitors are coming to you through Google My Business? Here’s how you can figure it out.

Consider using a UTM parameter. A UTM parameter is meant to help you understand where your website traffic is coming from if you use Google Analytics. Add the following parameters to your company link on the Google My Business dashboard: ?utm_source=google_my_business

Once you do this, you’ll be able to identify how much traffic came from Google My Business within your Google Analytics dashboard.

Google Business Profile reviews

There’s one other important piece of information on your Google Business Profile: your Google reviews. These can help your company in two ways.

Google reviews help build credibility

When trying out a new company, every customer has a fear that the experience they’re going to get might not live up to their expectations. Social proof can help a worried customer get past their fears. If 500 people tell them a company is great, chances are they’re serious about providing a fantastic customer experience. If 500 Google reviews gives a company 5 stars, the customer will get the same impression.

Google reviews help your SEO

It’s not just customers who value reviews. Google’s search engine algorithm also values reviews for the same reason. Hundreds of great reviews show that your company provides great services and Google aims to provide the best results for every user search. Lots of glowing reviews mean you have a better chance of ranking high for relevant search terms.For more information, check out our comprehensive guide to Google reviews.

Dani park and michelle lynn share 5 star positive google reviews

Create and share your Google Business Profile posts

You may have seen some companies publish posts to their Google Business Profile. Posting gives companies the ability to promote products, offers, events, and sales, directly to local customers. You can publish posts and track their status through your Business Profile Manager. 

Birdeye Google My Business Profile Manager Overview

Here are three types of company profile posts. The Business Profile gives companies the ability to make posts and promote products, offers, events, and sales.

What’s New – This is a place for you to share general company updates and news about your company, content, new team additions, and so on.

Events – Got an event coming up? Virtual or in real life? You have the opportunity to add your event to your Google Business Profile with all the details.

Offers – Promote upcoming sales, discounts, and promotions. If you wish, you can make a discount solely for Google Business Profile.

Some things to keep in mind – Adding a phone number to your posts might get rejected by Google. And Google automatically archives posts that are more than six months old unless you have a date range specified.

Get Google reviews: A no-nonsense guide
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How to generate leads through Google Business Profile

Want to allow your businesses to make reservations and bookings through your Google Business Profile account? Google My Business integrates with different partners that allow potential customers to book directly from your Google Business Profile. Here is a list of Google My Business booking partners.

Want to set up Google Business Profile bookings? Here’s how you can get started.

Step 1 Sign in to Google Business Profile. If you have a multi-location organization, click on the relevant location.

Step 2 From the menu, click Bookings. If you don’t see this option, it’s possible that Bookings is not yet available in your area.

 Google My Business profile

Step 3 Sign up for the service with one of Google Business Profile booking partners.

Step 4 It takes less than a week for the service to be set up on your Google My Business listing. Once this happens, your customers can start making appointments through the tool.

Consider getting a custom Google My Business short link (vanity URL) to make it easier to share your profile. While most Google My Business URLs are long strings of numbers and letters, a short link takes this form:

Once you get a custom short link, it’s easier to share your Google My Business profile with your customers both in person and on marketing materials. Here’s how you can create your own custom short link.

Step 1 Sign in to Google My Business.

Step 2 If you have a multi-location organization, open the location you wish to create a short name for.

Step 3 From the menu on the left, click Info > Add profile short name (the @ section). You should see this in the box under your phone number.

Peter Gray DDS Google My Business Overview

Step 4 Enter your unique short name. Your short name can be anywhere between 5-32 characters.

Enter profile short name

If your name isn’t available, you’ll receive an error message and have to choose a different name. Try abbreviating your name or adding other descriptions, like your location. You can also pick another word that describes your company or brand.

Step 5 Click Apply. Your short name will show as pending. It will show on your company profile when it’s approved.

Chapter 3: Optimizing your Google Business Profile

Here’s how you can optimize your Google My Business profile to make sure that you’re attracting new customers and ranking high in search results.

Smiley man working on how to edit photo in GBP

Google My Business description

Google gives companies the ability to add descriptions to their GMB profile. This is a 750-character summary of the services your company provides. Adding a description is a great way to help customers better understand the value that you provide.

Here’s how you can add a Google My Business description.

•    Sign in to Google My Business.

•    Go to the “Info” tab. Scroll down to the description tab below ‘Highlights.’

Birdeye information on Google Business Profile Manager dashboard

•     Add your company description then click “Apply.”

Tips for writing a great GMB descriptions

Google Business Profile categories

It’s also important to set Google My Business categories. These categories show Google and prospective customers what kind of company you are so you can rank higher in relevant search results. Google allows you to select up to 10 categories for your company. A realtor that also does appraisals can choose categories like “real estate agency” and “real estate appraiser.”

Here’s how you can make edits to your Google My Business categories.

Step 1 Sign in to Google My Business.

Step 2 If you have multiple locations, go to the location whose category you want to change.

Step 3 Go to the “Info” tab.

Step 4 Change the category. It should show up under your company name.

Step 5 Click the pencil to change your company categories.

 Google My Business profile

Google My Business marketing kit

Your Google Business Profile can contain a treasure trove of valuable marketing materials. Glowing reviews from customers are a great way to promote your own company.

The Google My Business marketing kit allows you to promote your reviews through posters, stickers, and social posts. The materials are customizable and are designed to help you show off the opinions of your happiest customers. Click here to get started with a GMB marketing kit.

Google Business Profile Q&A

If a customer has a question about your company, they have the option to ask a question on your Google My Business listing. These questions can be answered by a company owner or they can be answered by the public.

Google My Business Questions & Answers

We recommend that company owners stay on top of these questions. Otherwise, it’s possible that they will get misleading or incorrect answers to these questions.

It’s possible that somebody might be abusing your Q&A section and using it to spread false information about your company. In this case, you do have the option to flag the question and report it to Google.

Removing your Google My Business listing

If for whatever reason, you need to delete your Google My Business profile or location, you do have the option. In order to delete a Google My Business listing, you need to be the owner of the account. Here’s how you can make sure that your listing is removed.

Step 1 Sign in to Google My Business.

Step 2 If you own a multi-location organization. You’ll need to take care of the individual locations first. If you’re a single-location organization, skip to step 5.

Step 3 From your list of locations, select the locations that you want to remove.

Step 4 Click “Actions,” then “Remove locations,” and then “Remove.”

How to manage locations in GBP

Step 5 Click the three-dot menu icon and click “Delete.”

Step 6 Click “Okay.” You may be asked to sign in again to make sure that you are actually the company owner.

Step 7 Review the information on the screen. Check the boxes to confirm that you want to delete your Google My Business account.

Step 8 Click “Delete Account.”

Google My Business suspended?

We’ve seen that some companies have gotten their Google My Business profile suspended. It’s important to note that if a Business Profile does get suspended, Google does not provide specifics on the reasons why it was suspended. Google recommends replying to the email from them with information about your issues. Here are a few reasons why Google might suspend a Business Profile.

  • Falsely claiming to be open 24 hours a day.
  • Information within your profile has recently changed.
  • Having your address linked to a virtual address or PO Box.
  • Actual business name is different than Google My Business name.
  • Having a primary category in a high-risk industry (plumbing, locksmithing, home services).
  • Having multiple listings from the same address.

For more information, check out our full guide to Google My Business suspension

Google My Business alternatives

While Google My Business is the most prominent reviews site out there right now, it isn’t the only listing site on the Internet. It’s important to make sure that your company has correct information across multiple different sites. You never know where a potential customer can discover your company. Plus, the more accurate your listings on different sites, the better chance you have of ranking high in search results.

  • Facebook
  • Yellow Pages
  • Birdeye
  • Foursquare

Frequently asked questions about Google My Business

Is Google Business Profile free?

Yes, Google Business Profile is 100% free. Google does not charge businesses for their listings.

What is Google My Business?

Google My Business is an easy tool businesses can use to manage their online presence across Google, including Search and Maps. Your Google My Business profile includes information such as business name, address, phone number, a short description, hours of operation, map, photos, customer reviews, questions u0026 answers, popular hours, and more, making it easy for customers to see what your business is about and how to get in touch.

What does Google Business Profile do?

Google Business Profile gives you the ability to manage how your business appears on Google Search and Maps, list your products and services, connect with your customers, and more.

How do I edit my Google Business Profile?

Go to your Business Profile and select “Edit profile.” Then find “Business information.” You can make the changes you need from there and select “Save.”

Can you delete your Google Business Profile and start over?

Yes, you can delete your Google Business Profile, but you will need to have your business reverified to manage your business when you start again.

How Birdeye can help your organization scale

Claiming your Google Business Profile is just the first step in the journey. Birdeye helps you handle every aspect of the customer journey. With Birdeye, companies can get more reviews, manage and respond to reviews from over 200 sites in a single dashboard, rank high in search results, manage listings across hundreds of sites, add web chat to communicate effectively, send mass text messages, and receive actionable insights through Natural Language Processing.

Find out how Birdeye can help your company drive growth with a free demo.

Originally published Mar 10, 2022, updated