If you’ve ever searched for a business on Google and seen a little box pop up with the name, address, hours, and reviews, you’ve already seen a Google Place profile. It’s that snapshot that shows up before you even click on a website. And if you're running a business, especially a local one, this profile plays a bigger role than most people realize.
In fact, your Google Place profile (officially called your Google Business Profile) might be the first and only impression someone gets of your business. If it's incomplete or out of date, you could be losing potential customers before they even reach your site.
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What is a Google Place profile?
Think of it as your business’s digital storefront on Google. When someone searches for your name or the type of service you offer in your area, your profile is what shows up on the right-hand side of the search results on desktop, or at the top on mobile.
It includes:
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Your business name and category
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Address and map location
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Phone number and website
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Hours of operation
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Photos
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Customer reviews
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Q&A section
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Links to make appointments or send messages (if you’ve added them)
All of this is available at a glance. People can get what they need right away, sometimes without even visiting your website.
Why it matters
The short version is this: a complete and accurate Google Place profile helps your business show up in local search results and creates a strong first impression.
But there’s more to it. A well-maintained profile builds trust, makes your business easier to contact, and gives you more control over how it’s presented online.
When businesses ignore their profile, things can go sideways:
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People show up during hours when you’re actually closed
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Customers drive to the wrong location because your address changed
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Negative reviews go unanswered, which can turn people off
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Someone could even suggest edits to your listing, and Google might publish them without you noticing
How to keep it updated
The good news is that managing your Google Place profile doesn’t take much time. You just need to check in regularly. Here’s what to focus on:
1. Make sure your hours are correct
This is especially important around holidays or during temporary changes. Google lets you add “special hours” so customers know what to expect. It’s a small step that prevents frustration.
Check-in: Once a month or anytime your hours change.
2. Respond to reviews
Reviews matter, both good and bad. A simple thank you for a positive review shows appreciation. A thoughtful response to a negative one shows professionalism. People notice when businesses take the time to engage.
Check-in: Weekly.
3. Add fresh photos
Photos help your listing stand out. Add shots of your storefront, your team, your work, or your products. These give potential customers a better feel for your business.
Check-in: Every couple of months.
4. Update services or offerings
If you’ve added something new or stopped offering a service, make sure your profile reflects that. It helps Google understand your business better and keeps customers informed.
Check-in: Every few months or as needed.
5. Use posts to share updates
You can post short updates to your profile, kind of like you would on social media. This is a great way to highlight promotions, events, or helpful tips. It shows you're active and engaged.
Check-in: Weekly or biweekly.
A small effort that makes a big difference
Plenty of businesses claim their profile and never look at it again. That’s a missed opportunity. Google rewards active, updated listings, and customers appreciate accurate information.
Your Google Place profile is often someone’s first interaction with your business. When you keep it up to date and engaging, you’re setting the tone for a better experience before they even walk through the door or click your site.
Next Steps
Your Google Place profile is often someone’s first interaction with your business. When you keep it up to date and engaging, you’re setting the tone for a better experience before they even walk through the door or click your site.
If you want to learn more ways to improve your business’s digital presence, book a free inbound marketing assessment with Melanie. She’ll help you identify what’s working, what could be improved, and how to build a stronger strategy that supports your goals.
