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Marketing guide

Google Business Profile and local marketing

Google Business Profile

by Published on Updated on 5 min readBeginnerFree, no sign-up required

Key points

  • People searching for “near me” see the map and business listings first.
  • Your name, address and phone number must be identical everywhere online.
  • Up-to-date opening hours, real photos and regular posts make the listing credible.
  • Ask satisfied customers for reviews and reply to every one.
  • Searches, calls, direction requests and website clicks are compared month on month.

Why it matters

People searching for “dentist near me” or “restaurant open now” see the map and business listings first. A well-kept listing is often the first point of contact with a local customer.

What to look after

  • Identical name, address and phone number everywhere online.
  • Up-to-date categories, opening hours (including bank holidays) and services.
  • Recent, genuine photos of your premises, products and team.
  • Regular posts about news, offers and events.

Reviews

Politely ask satisfied customers for a review and reply to every one, including the critical ones, calmly and constructively. Your replies are read by people who have yet to make their choice.

How to measure

Your listing’s statistics show searches, views, calls, direction requests and website clicks: compare them month on month.

An example: the neighbourhood optician

An optician updates its opening hours and photos, asks every satisfied customer for a review and replies to all of them. Within six months, calls from the Google listing rise from 20 to 55 a month.

Frequently asked questions

What is Google Business Profile?

It is a business’s free listing on Google Search and Maps, with opening hours, contact details, reviews and photos. For businesses that serve a local area, it is often the first point of contact with a new customer.

How can you improve your business’s Google listing?

By keeping your name, address and phone number the same everywhere, updating categories, opening hours and services, publishing recent photos and regular posts, and replying to every review.

Should you reply to negative reviews too?

Yes, calmly and constructively: your replies are read by people who have yet to make their choice.

Terms in this guide

Full glossary →

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First step

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  1. 1
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  2. 2
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  3. 3
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