Setting Up and Optimising Your Google Business Listing
Helping Scottish Businesses to Grow with Google
I work with Scottish businesses, charities and organisations and always stress to them the importance of a Google Business (formerly Google My Business) listing. In this article, I’ll tell you how to set that up or claim and take control of an existing one. If you’ve neglected your profile or not created one, then please read on, and I’ll tell you why they are so important, regardless of the size of your business.
Benefits of a Google Business Profile
Creating a Google Business Profile is one of the most effective ways to improve local online visibility and connect with customers. This free tool allows businesses to appear in Google Search and Maps, offering crucial information such as your location, hours, contact details, and reviews. Whether you’re just setting up or looking to optimise an existing listing, following best practices can make your profile a powerful marketing tool.
Get set up with a Google Business Profile
To claim your Google Business Profile, start by visiting the Google Business Profile page and signing into your Google account. If your business already exists on Google, search for it and click “Claim this business” to verify ownership. If it’s not listed, create a new profile by entering your business name, address, category, and other vital details. Verification typically involves receiving a postcard with a code at your business address, though Google also offers email or phone verification for some businesses.
Optimise Your Listing
Once verified, your next step is to optimise your listing. Accuracy and consistency are crucial here. Ensure your business name, address, and phone number match what’s on your website and other online directories. This consistency improves your chances of appearing in local search results. Select the most relevant category for your business—this helps Google match you with the right audience. Adding high-quality photos of your location, products, or services is another must. Listings with images receive significantly more clicks and engagement than those without, so include a mix of exterior, interior, and product shots to attract potential customers.
Update your Listing
Keep your listing up to date by regularly reviewing and updating your information. If your hours of operation change for holidays or special events, these updates will be reflected on your profile. Add new photos periodically to showcase seasonal offerings or recent projects. Use the “Posts” feature to share news, promotions, or updates directly on your profile—these posts often appear in Google search results, keeping your audience informed and engaged.
The Importance of Google Reviews
Reviews are a cornerstone of a successful Google Business listing. Encourage happy customers to leave reviews by asking in person, via email, or social media. Make it easy by providing a direct link to your review page. When you receive a review, respond promptly and professionally, positive or negative. Thank satisfied customers for their feedback and address concerns or complaints constructively. Responding shows you value customer input and fosters trust with potential clients.
I will delve a little deeper here to help persuade you about how powerful Google reviews and responses are. Here are the reasons:
1. Improves Local Search Ranking
Responding to reviews signals engagement with Google, boosting local rankings.
2. Increases Visibility in Google Maps and Local Pack Results
Active engagement improves chances of appearing prominently in local search features. For one of my rural Scottish clients, this has helped them attract new customers from Glasgow who confirmed that they found them via maps.
3. Adds Relevant Keywords and Contextual Content
Responses allow the natural inclusion of keywords, enhancing relevance for search queries. Therefore, think carefully about how you respond to reviews, take time, and make them detailed to help with this.
4. Enhances Trustworthiness and Credibility
Thoughtful replies build trust with customers and Google, improving SEO.
5. Encourages More Reviews and Engagement
Engagement motivates others to leave reviews, increasing content and activity for SEO. There are some good ways you can do this; you can even purchase branded cards that, when tapped, automatically bring up your review page.
6. Mitigates Negative Feedback Impact
Constructive responses to criticism show care and balance out negative perceptions
Understand your Audience
Beyond reviews, use Google's insights to understand how people interact with your profile. Analyse data such as how customers found your business, what queries led them to your listing, and whether they clicked on your website or called you directly. These insights can guide your marketing strategy and help you refine your approach.
Show your Up to Date
The importance of maintaining your Google Business listing cannot be overstated. A neglected profile with outdated information can frustrate customers and damage your credibility. Conversely, an active, well-managed profile signals professionalism and reliability. Think of it as an extension of your storefront—a place to make a great first impression and invite customers to engage with your brand.
By dedicating time to set up, optimise, and maintain your Google Business listing, you’re investing in a tool that drives traffic and builds trust and loyalty. In a competitive digital landscape, this simple yet powerful resource can make all the difference in connecting with your audience and growing your business.
I hope you found this helpful. If you are based in Scotland and would like to learn more about my marketing services, don't hesitate to contact me. Thanks for reading.
About
Based in Loch Lomond, Paul Saunders Marketing works with clients throughout Scotland, providing marketing consultancy and creative digital media for businesses, charities and organisations of all sizes.
Services include marketing, commercial photography, brand design, website design, video production and social media, events & PR. Call Paul on 07810 481426 or contact him via the contact page to learn more.
