How to Manage Google My Business

Getting your business seen first on Google Search and Maps boils down to one essential tool: your Google Business Profile. Formerly known as Google My Business, this free listing is often the first interaction a potential customer has with your brand. This guide walks you through exactly how to manage your profile to attract more customers, build trust, and drive real growth for your business.

First, What Is a Google Business Profile?

Think of your Google Business Profile (GBP) as a digital storefront that appears when someone searches for your business or the services you offer nearby. It’s that information-packed box that shows up on the right side of Google search results or directly on Google Maps, displaying your address, hours, photos, reviews, and a direct link to call you or visit your website. A well-managed profile doesn't just provide information, it actively persuades customers to choose you over your competitors.

Managing it effectively means keeping it accurate, active, and engaging. Let's break down how to do just that.

Claiming and Verifying Your Profile

Before you can manage anything, you need to prove to Google that you own the business. If you haven't done this yet, it's your first step.

1. Go to google.com/business and sign in with your Google account.
2. Search for your business name. If it appears, you can claim it. If not, you can create a new listing.
3. Follow the on-screen instructions. You'll need to verify that you're the owner, which usually involves receiving a postcard with a verification code at your business address. In some cases, you may be able to verify via phone, email, or a video call.

Once you're verified, you have full control over your profile.

How to Access and Navigate Your Dashboard

Managing your profile used to happen in a separate dashboard, but Google has simplified things. Now, you can manage your profile directly from Google Search or Maps.

Simply search for your business name on Google while logged into the account you used for verification. A management panel will appear right at the top of the search results, visible only to you. This is your command center, with options like "Edit profile," "Read reviews," "Messages," and "Add photo."

Optimizing Every Section of Your Profile

An incomplete profile is a missed opportunity. Your goal is to fill out every single section. The more information you give Google, the better it can understand your business and match you with relevant customer searches.

1. Fundamental Business Information

These are the non-negotiables. Accuracy here is critical, as inconsistencies can confuse customers and hurt your search ranking.

• Business Name: Use your actual, official business name. Don't add keywords like "Best Pizza in Brooklyn" - this can actually get your profile penalized.
• Categories: This is one of the most important ranking factors. Choose a primary category that best describes your business (e.g., "Italian Restaurant"). Then, add as many relevant secondary categories as you can (e.g., "Pizza Delivery," "Caterer," "Event Venue").
• Address and Service Area: If you have a physical location customers can visit, list your address. If you're a service-area business (like a plumber or a mobile dog groomer), you can hide your address and specify the neighborhoods, cities, or regions you serve.
• Hours of Operation: Keep your hours updated, especially for holidays or special events. Google rewards businesses that provide reliable information.
• Phone Number and Website: Add your primary business phone number and link to your website. This creates a direct path for customers to take action.

2. Attributes and Detailed Info

Attributes are specific details that help customers understand what to expect. Think of them as tags that make your profile stand out.

• Accessibility: Is your entrance wheelchair accessible? Do you have accessible parking?
• Amenities: Do you offer free Wi-Fi? Gender-neutral restrooms? Outdoor seating?
• Offerings: Do you have a kids' menu? Happy hour specials?
• Crowd: Is your business family-friendly or popular with groups?
• Ownership: Are you a "Women-led" or "Veteran-led" business? Promoting this can resonate with customers.

3. Business Description

You have 750 characters to tell your story. Use this space to explain what makes your business unique. Talk about your products, your history, or your mission. While you shouldn't stuff it with keywords, naturally mentioning what you do and where you do it can be helpful. Focus on what a new customer would want to know.

Fueling Your Profile with Engaging Content

A static profile is a boring profile. Consistently adding fresh content signals to Google that your business is active and relevant, which can improve your visibility.

1. Photos and Videos

People are visual. High-quality photos and videos have a massive impact on whether someone decides to visit your business.

• Logo & Cover Photo: These are your professional identity. Make sure they are high-resolution and represent your brand well.
• Exterior and Interior Shots: Show customers what to expect before they arrive. Let them see the atmosphere, the decor, and the layout.
• Team and "At Work" Photos: Showcase the people behind the business. This builds trust and humanizes your brand.
• Product/Service Photos: If you sell products, show them off. If you provide a service, show the results of your work.
• Videos: Upload short videos (up to 30 seconds). A quick tour of your space, a customer testimonial, or a clip of your team in action can be incredibly effective.

2. Google Posts

Google Posts are like mini-blog posts or social media updates that appear directly on your profile. They are perfect for timely announcements and are a powerful tool to drive action.

Use them to share:

• Offers: Announce sales, discounts, or special promotions. You can include a coupon code and a redemption timeframe.
• Updates: Share what's new. Are you offering a new product? Did you update your menu? Share it here.
• Events: Promote upcoming workshops, live music, or celebrations. Include a date, time, and a link to register or buy tickets.

A good Google Post has a compelling photo or video, a short and clear headline, and a call-to-action (CTA) button like “Learn More,” “Order Now,” or “Call.”

Managing Customer Interaction and Building Trust

Your Google Business Profile isn't just a directory listing, it's a two-way communication channel. How you engage with customers here directly shapes your public reputation.

1. Responding to Reviews

Reviews are digital word-of-mouth. More importantly, your responses to reviews are seen by every future customer. You should aim to respond to every review, both positive and negative.

• For Positive Reviews: Thank the customer by name. Acknowledge a specific detail they mentioned to show you're really listening. This reinforces their good experience and shows prospective customers you care.
• For Negative Reviews: Respond professionally and calmly. Apologize for their poor experience (even if you don't agree with their assessment), express empathy, and offer to take the conversation offline to resolve the issue. Never get into a public argument. Your response is for future readers, not just the unhappy customer.

2. Answering Questions in the Q&A Section

Anyone can ask a question on your profile, and anyone can answer it. This can be great, but it can also lead to misinformation. You should actively monitor and manage this section.

A smart strategy is to pre-populate it yourself. Think about the most common questions you get ("Do you have parking?", "Are you pet-friendly?", "Do you take reservations?") and post them to your own profile. Then, answer them yourself. This provides instant value to potential customers and gives you control over the information.

3. Using the Messages Feature

The messaging feature allows customers to chat with you directly from your profile. It's a fantastic way to generate leads, but only if you respond quickly. Google tracks your average response time and displays it on your profile. If you're slow to respond, it can turn customers away. If you can't commit to quick replies, it might be better to keep this feature turned off.

Tracking Your Success with Profile Insights

How do you know if your efforts are working? Your profile's performance report provides valuable data.

From your management dashboard, click on "Performance." Here you will find:

• Queries: The actual search terms people used to find your business. This is marketing gold.
• How customers found you: "Direct" searches are people who looked for your specific business name. "Discovery" searches are people who were looking for a category, product, or service you offer and your profile appeared.
• Interactions: This shows you how many people clicked to call, visit your website, or requested directions.
• Photo Views: See how many times your photos have been viewed compared to photos from businesses like yours.

Use this data to understand what's resonating. If a lot of people are finding you through "Discovery" for a specific service, consider creating a Google Post or adding more photos about that service.

Final Thoughts

Successfully managing your Google Business Profile comes down to being accurate, active, and attentive. Keeping your information up-to-date, regularly adding new content like photos and Posts, and promptly engaging with customer reviews and questions will transform your profile from a simple listing into a powerful customer acquisition engine.

While Google Posts are a fantastic way to engage with your local audience, we know that managing them alongside all your other social media platforms can feel like another full-time job. That’s why we built Postbase, a social media management tool designed for how marketing works today. Our visual calendar lets you plan a content calendar that's easy to see at a glance, so you can stop wrestling with complicated schedules. Create content once, customize it for each platform in a few clicks, so posts are consistent and still look like they belong there.