Optimizing Your Google Business Profile
Your Google Business Profile (GBP) is the most direct way to share important information about your business with Google. Once your profile is verified, the next step is to ensure your listing is accurate and fully optimized.
Let’s explore the key sections of your GBP, starting with Edit Profile:
Business Information
This section contains the essential details about your business:
Business Name – Enter your official business name exactly as it appears in the real world. Avoid adding extra descriptors like "Best B&B in Town" or location markers such as "Next to Town Square." You also don’t need to include legal designations like "Inc." or "LLC."
Business Category – Selecting the right category is crucial because it determines when your business appears in search results. Choose specific categories that accurately describe your business, and avoid selecting categories that wouldn’t apply to the general public. For example, if your venue hosts weddings but doesn't provide external coordination services, select "Wedding Venue" instead of "Wedding Coordinator."
Google Tip: Focus on the most specific categories for your business—Google will automatically associate broader categories. For example, selecting "Golf Resort" will also include "Resort Hotel," "Hotel," and "Golf Course." If no exact category exists, choose the most relevant general option.
Opening Date – Simply enter the date your business opened.
Phone Number – Use your local phone number, as having an area code that matches your location enhances credibility. If you have a toll-free number, you can add it as a secondary contact.
Chat – This optional feature allows potential guests to contact you via text or WhatsApp. While not required, enabling chat could help increase engagement.
Website – Enter your full website URL, including "https://" and "www" (if applicable). You may also add UTM tracking to differentiate Google Local/Travel traffic from organic Google searches in Google Analytics 4. Your URL should look like this:
https://www.thinkreservations.com/?utm_source=google&utm_medium=GBPNote: If your existing tracking link contains "GMB" instead of "GBP," leave it as is—GMB stands for Google My Business, the platform’s previous name. Just ensure your link includes "https://".
Short Name – Google has deprecated short names, so you can ignore this field if it appears.
Location & Service Area
Business Location – Enter your physical address exactly as it appears on official documents. Google may slightly modify how your address is displayed, especially for locations on state routes—this is generally not a concern.
Service Area – Leave this field blank unless your business provides services at customer locations (e.g., plumbing or delivery services). Adding a service area can actually limit your visibility in search results.
Business Hours
Standard Business Hours – Most lodging businesses operate 24/7, and Google may not allow you to set specific hours.
Online Service Hours – Set these to 24 hours to ensure potential guests can book through your website at any time.
Additional Hours – Avoid selecting options like "Breakfast Hours" unless you operate a public restaurant. Choosing these could signal to Google that your amenities are open to the public rather than just your guests.
Additional Features
Amenities – Available options depend on your selected categories. You'll have the chance to list more amenities in a later section.
Crowd – The only option currently available is "LGBTQ+ friendly."
Final Thoughts
Your Google Business Profile is a powerful tool for improving your online presence and helping potential guests discover your business. By carefully selecting the right categories, maintaining accurate information, and following Google's guidelines, you can enhance your visibility and ensure a seamless experience for both guests and search engines.
Take the time to review and update your profile regularly—small improvements can make a big difference in how your business appears in search results!