And Make It Better!

A strong Google Business Profile (formerly Google My Business) can be the difference between attracting new customers or losing them to a competitor. Whether you’re reviewing your own profile or critiquing one for a client, here’s a step-by-step approach to ensure it’s optimized for success.

1. First Impressions Matter

The first thing people notice is the business name, profile photo, and cover image. Ask yourself:

• Is the business name clear and correct?
• Does the profile or logo image look professional?
• Is the cover photo high-quality and relevant?

If the images are missing, outdated, or low-quality, suggest updating them with fresh, well-lit, and branded visuals.

2. Contact Information and Business Details

Customers need to find and contact the business easily. Check for:

• An accurate phone number and address
• Correct business hours, including holiday updates
• A working website link

Many businesses forget to update their information, leading to frustrated customers. If anything is incorrect or missing, recommend updating it immediately.

3. Customer Reviews and Responses

• Reviews play a huge role in a business’s reputation. Look for:
  A strong average star rating (4.0+ is ideal)
• Recent reviews (not just old ones)
• Business responses to both positive and negative feedback

If the business has few reviews, encourage them to start a review campaign. If they aren’t responding to reviews, remind them that engagement builds trust.

No matter how busy a company or organization is, Google reviews stay (literally forever!), so it’s always a good idea to get any Google Reviews you can!

4. Photos and Videos

People trust businesses that showcase their work. Check if the profile has:

• A variety of high-quality images of the business, staff, and products
• At least 10+ images to keep the profile active
• Any short videos that highlight services, testimonials, or behind-the-scenes moments

If the visuals are lacking, recommend uploading more images regularly. Businesses should also add seasonal content to keep things fresh.

5. Google Posts and Updates

Google allows businesses to post updates, offers, and events directly on their profile. Look for:

• Recent posts (at least one per month)
• Clear and engaging calls to action
• A mix of promotions, events, and value-driven content

If the business isn’t posting, suggest creating a content calendar to keep their audience engaged.

6. Services and Products

Many businesses overlook this section, but it’s a great way to showcase offerings. Check for:

• A full list of services or products with descriptions
• Pricing information (if applicable)
• A well-written “About” section that highlights what makes them unique

If details are missing, recommend adding keyword-rich descriptions to help with local SEO.

7. Customer Q&A Section

Google allows customers to ask questions on a business’s profile. A well-maintained profile should:

• Have prompt answers to any customer questions
• Include self-asked FAQs with helpful information

If questions have gone unanswered, the business should respond as soon as possible. Proactively adding FAQs can also prevent misinformation.

Final Thoughts: A Simple Audit Can Make a Big Difference

After reviewing these areas, rate the profile out of 10 and provide three to five action steps for improvement. A well-optimized Google Business Profile can boost search visibility, build trust, and attract more customers.

For businesses looking to improve, small changes—like updating images, responding to reviews, and posting updates—can lead to significant results.

Need help optimizing a profile? Start with this checklist and see what improvements can be made today!