The Small Business Guide to Google Business Profile (And Why You Can't Ignore It)
Quick question: when was the last time you Googled "[type of business] near me"?
Probably recently, right? Maybe you were looking for a coffee shop, a hardware store, or a place to grab lunch. And when those search results popped up, you likely clicked on one of the first few options with good ratings, photos, and clear information.
Now here's the uncomfortable truth: if your business isn't showing up in those searches—or worse, if your information is wrong—you're losing customers every single day to competitors who are.
This is where Google Business Profile (formerly Google My Business) comes in. It's the single most important free marketing tool available to local businesses, yet so many small business owners either ignore it completely or set it up once and forget about it.
If you're a local business serving customers in your area, optimizing your Google Business Profile isn't optional—it's essential. And the good news? It's free, relatively simple, and the ROI is immediate.
Let me show you exactly how to leverage this powerful tool.
What is Google Business Profile?
Google Business Profile (GBP) is your business's listing on Google Search and Google Maps. When someone searches for your business name or types in something like "best bakery in Sonoma," Google shows a collection of local businesses with key information: location, hours, photos, reviews, and more.
That box of information on the right side of search results? That's your Google Business Profile.
It's essentially your digital storefront on Google—and often the first impression potential customers get of your business.
Why It Matters More Than Your Website
I know that sounds bold, but consider this:
46% of all Google searches have local intent
76% of people who search on their smartphone for something nearby visit a business within a day
28% of local searches result in a purchase
Your GBP listing appears in search results even if someone doesn't click on your website
In other words: you could have the most beautiful website in the world, but if your Google Business Profile is incomplete, inaccurate, or non-existent, you're invisible to a huge chunk of potential customers.
Setting Up Your Google Business Profile (The Complete Checklist)
If you haven't claimed your listing yet, or you set it up years ago and haven't touched it since, here's your complete setup checklist.
Step 1: Claim or Create Your Listing
Go to: business.google.com
Option A - Your business is already listed:
Search for your business name. If it appears, click "Claim this business" and follow the verification process (usually a postcard sent to your business address with a verification code).
Option B - Your business isn't listed yet:
Click "Add your business to Google" and fill out the initial information. Google will verify your business (again, usually via postcard).
Important: Use your actual business name as it appears on your storefront and legal documents. Don't try to stuff keywords into your business name (like "Sonoma's Best Coffee Shop & Bakery"). Google can penalize you for that.
Step 2: Complete Every Single Section
Here's what you need to fill out—and yes, every field matters:
Business Name: Your actual legal or DBA name
Category: Choose the most specific primary category that describes your business. You can add secondary categories, but your primary category is crucial for search visibility.
Location: Your physical address (must be accurate)
Service Area: If you serve customers outside your location (like a plumber or catering business), specify your service radius or list the cities you serve
Phone Number: Use a local phone number, not a 1-800 number if possible. Make sure this matches the number on your website.
Website: Your website URL
Hours: Regular hours, special hours for holidays, and mark yourself as "temporarily closed" if needed. Update these religiously—nothing frustrates customers more than showing up to a closed business because hours were wrong.
Appointment Link: If you take bookings (salon, restaurant, service business), add your scheduling link here
Business Description: You have 750 characters to describe your business. Use this space wisely:
Clearly state what you do and what makes you different
Include relevant keywords naturally (don't keyword stuff)
Mention your location and who you serve
Highlight specialties or unique offerings
Example (Coffee Shop):
"Family-owned coffee roastery and cafe in downtown Sonoma serving specialty coffee, fresh pastries, and light lunch fare since 2018. We roast our own organic, fair-trade beans on-site and partner with local bakeries for our pastries. Known for our signature lavender latte and cozy patio seating. Perfect spot for remote work, casual meetings, or grabbing your morning cup. Open daily, serving Sonoma County's finest coffee one cup at a time."
Step 3: Add High-Quality Photos (Lots of Them)
Visual content is critical. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites than those without.
What photos to include:
Exterior: Your storefront, signage, entrance, parking area (helps people find you)
Interior: The space, ambiance, decor, seating areas
Products: Your products or services in action (food, retail items, before/afters for service businesses)
Team: Your staff, owners, people behind the business
At Work: Behind-the-scenes of your process
Logo: Your official business logo
Cover Photo: Choose a compelling cover image that appears at the top of your profile
Photo tips:
Use high-resolution images (minimum 720px wide)
Take photos in good lighting
Show your space clean and inviting
Include people when possible (it humanizes your business)
Update seasonally or when you have new offerings
Aim for 10-20 photos minimum, and keep adding more
Step 4: Select Attributes
Attributes are the special features or amenities your business offers. These appear as icons and help customers quickly understand what to expect.
Common attributes include:
Wheelchair accessible
Free Wi-Fi
Outdoor seating
Women-owned business
LGBTQ+ friendly
Accepts credit cards
Good for kids
Pet-friendly
Takeout available
Dine-in available
Check all that apply to your business. These small details can be deciding factors for customers.
Step 5: Add Products or Services
If you offer specific products or services, add them! This section allows you to showcase:
Individual products with photos and prices (great for retail or food)
Service offerings with descriptions (perfect for service businesses)
Menu items (restaurants and cafes)
This gives potential customers a preview of what you offer before they even visit.
Step 6: Create Your First Post
Google allows you to create posts directly on your Business Profile—these are updates that appear in your listing. Use them for:
Announcing new products or services
Sharing special offers or promotions
Highlighting events
Showcasing seasonal items
Sharing updates or news
Posts expire after 7 days, so plan to create new posts weekly or bi-weekly.
Optimizing Your Profile for Maximum Visibility
Setting up your profile is step one. Optimizing it for search visibility is step two.
Get Reviews (And Respond to Every Single One)
Reviews are the lifeblood of your Google Business Profile. They:
Improve your search ranking
Build trust with potential customers
Provide valuable feedback
Influence purchasing decisions
How to get more reviews:
Ask happy customers directly: "Would you mind leaving us a review on Google? It really helps our small business." Most satisfied customers are willing—they just need to be asked.
Make it easy: Send a direct link to your review page. You can find this link in your GBP dashboard under "Get more reviews."
Add it to your process: Train staff to ask for reviews at checkout, include the request in follow-up emails, add it to receipts or invoices.
Don't incentivize: Google prohibits offering discounts or freebies in exchange for reviews. Keep it genuine.
Responding to reviews:
Respond to every review—good and bad—within 24-48 hours.
For positive reviews:
Thank the customer by name
Mention something specific they said
Invite them back
Keep it brief and genuine
Example: "Thanks so much, Maria! We're thrilled you loved the lavender latte. Can't wait to see you again soon!"
For negative reviews:
Stay calm and professional
Acknowledge their concern
Apologize if warranted
Offer to resolve it offline
Never argue or get defensive
Example: "Hi John, we're sorry your experience didn't meet expectations. We'd love the opportunity to make this right. Please give us a call at [number] so we can discuss this further."
Why this matters: Google sees review activity (both receiving reviews and responding to them) as a sign of an active, engaged business, which can boost your ranking.
Use Keywords Strategically
Google crawls your Business Profile for relevant keywords to determine when to show your listing.
Where to include keywords:
Business description
Services or product descriptions
Posts
Q&A responses
Example: If you're a hair salon in Napa, naturally include phrases like "hair salon Napa," "balayage specialist," "Napa hair colorist," "haircuts Napa Valley," etc.
Don't stuff keywords awkwardly. Use them naturally in your descriptions where they make sense.
Keep Your Information Consistent
Google trusts businesses with consistent information across the web. Your NAP (Name, Address, Phone number) should be identical everywhere:
Your website
Your Google Business Profile
Your Facebook page
Any online directories
Your Instagram bio
Inconsistent information confuses Google and can hurt your search ranking.
Post Regular Updates
Businesses that post weekly on their Google Business Profile get more engagement and visibility. Treat it like a mini social media platform.
What to post:
New product arrivals
Special offers or discounts
Event announcements
Behind-the-scenes content
Seasonal items
Customer shout-outs (with permission)
Set a reminder to create a new post every Monday or Friday.
Using Google Business Profile Insights
Your GBP dashboard includes powerful analytics. Check them monthly to understand:
How customers find you:
Direct searches (people searched your business name)
Discovery searches (people searched a category like "coffee shop")
Branded vs. non-branded search terms
What actions people take:
Website clicks
Direction requests
Phone calls
Message inquiries
Where people are viewing from:
Search results
Google Maps
Use this data to understand what's working and double down on it.
Common Mistakes to Avoid
Mistake 1: Setting It and Forgetting It
Your Google Business Profile needs regular maintenance. Update hours, add photos, post updates, respond to reviews.
Mistake 2: Ignoring Negative Reviews
Silence looks worse than the negative review itself. Always respond professionally.
Mistake 3: Using a P.O. Box or Virtual Office
Google requires a physical location where customers can visit. If you're a service business that goes to customers, set your service area and hide your address.
Mistake 4: Choosing the Wrong Category
Your primary category is crucial. Choose the most specific category that describes your core business.
Mistake 5: Using Low-Quality Photos
Blurry, dark, or unprofessional photos hurt your credibility. Invest in decent photos.
Mistake 6: Not Verifying Your Listing
An unverified listing has limited functionality and won't appear in search results consistently.
Mistake 7: Duplicate Listings
Sometimes multiple listings get created for one business. Find and merge or delete duplicates—they hurt your SEO.
Advanced Tips for Maximum Impact
Once you've nailed the basics, try these advanced strategies:
Use the Q&A Feature
You can add questions and answers to your profile proactively. This is great for addressing common questions before customers even ask:
"Do you have Wi-Fi?" → "Yes, free Wi-Fi for all customers!"
"Is parking available?" → "Free parking lot behind our building."
"Do you take reservations?" → "Yes, book online or call us directly."
Add a Virtual Tour
If applicable, add a 360-degree virtual tour of your space. Photographers can create these, or you can use the Street View app.
Use Google Messaging
Enable messaging so customers can text you directly from your Google listing. Respond within a few hours for best results.
Monitor Suggested Edits
Users can suggest edits to your profile. Check these regularly and accept or reject them promptly to maintain control.
Leverage Google Posts for SEO
Include relevant keywords in your posts to improve search visibility for specific terms.
Your Action Plan: 30 Days to an Optimized Profile
Week 1: Claim and Complete
Claim or verify your listing
Fill out every section completely
Add your logo and 10+ photos
Set up your business description
Week 2: Reviews and Content
Ask your first 5 customers for reviews
Respond to all existing reviews
Add products or services
Create your first Google post
Week 3: Optimization
Research and implement relevant keywords
Add Q&A proactively
Verify all information is consistent across platforms
Update any outdated info
Week 4: Maintenance System
Set a weekly reminder to create a new post
Establish a process for asking for reviews
Check insights and note what's working
Add new photos
The Bottom Line
Your Google Business Profile is free, powerful, and often the first interaction potential customers have with your business. Ignoring it is like having a storefront with no sign and inconsistent hours—you're making it unnecessarily hard for people to find and choose you.
The businesses winning in local search aren't necessarily the biggest or the best—they're the ones who've optimized their Google Business Profile and maintain it consistently.
Spend a few hours getting this right, commit to 30 minutes of maintenance per month, and watch your visibility (and customer base) grow.
Need Help Optimizing Your Local SEO?
If you're a small business in Sonoma or Napa County and you want to dominate local search results, I can help. Google Business Profile optimization is one of my core services—and it's one of the fastest ways to see real results.
Book a free discovery call and we'll audit your current profile, identify opportunities, and create a plan to get you found by more local customers.
[Book Your Discovery Call]
Or download my Free Google Business Profile Optimization Checklist to ensure you haven't missed any critical steps.
[Download Free Checklist]
Don't let potential customers pass you by because they couldn't find you on Google. Claim your space, optimize your profile, and start showing up where your customers are searching.
