The Best Free Marketing Tool You're Probably Not Using: Your Google Business Profile
A few weeks ago, my husband I were taking my mother-in-law out for a birthday lunch. We'd celebrated her birthday there last year and really enjoyed it, so we double-checked the opening hours on their Google Business Profile and website, and decided to head out. We specifically wanted to sit on the patio, and since they didn't take reservations for outdoor seating, we thought arriving around 1 p.m. would be perfect.
When we pulled into the parking lot, something felt... off. The lights were off, the doors were locked, and the patio was empty!
No sign on the door explaining why they were closed, so we checked their Google Business Profile again and their website. Both said they were open. We thought they’d gone out of business overnight!
Confused, I looked a little further and discovered they had announced the closure... on Instagram.
Standing in the parking lot were several other disappointed groups of people who had done exactly what we had. They'd checked Google, trusted the information they found and driven out for lunch.
It was a simple mistake on behalf of the restaurant, but it likely cost them thousands of dollars worth of lost sales that day, and possibly more in the future. Unless we had thought to check Instagram, we would have written them off completely, thinking they had permanently closed.
This story reminds me of something I see quite a lot. Small businesses spend hours creating Instagram posts but completely ignore one of the most powerful (and free) marketing tools available to them.
Their Google Business Profile.
What Is a Google Business Profile?
A Google Business Profile is the information box that appears when someone searches for your business on Google or Google Maps.
It's often the very first thing potential customers see before they visit your website, before they call you, before they visit your store.
For many businesses, it’s the first impression you’ll make on a potential customer.
Why Your Google Business Profile Matters
Think about how you search for businesses.
You probably want answers to questions like:
Are they open?
Where are they located?
What do they sell?
What do customers think?
Can I visit today?
What's their phone number?
Do they have a website?
Your Google Business Profile answers all of those questions.
If it's outdated, incomplete or neglected, customers may move on to someone else.
1. Keep Your Opening Hours Up to Date
This is the biggest one.
Nothing frustrates customers more than showing up to a business that's unexpectedly closed.
If you're closing for:
A statutory holiday
Staff training
Vacation
Renovations
A special event
Weather-related closures
Update your Google Business Profile.
Don't assume everyone follows you on Instagram or Facebook, because when you only make updates on social media, you’re neglecting anyone that found you through Google.
2. Add New Photos Regularly
Google loves fresh content.
So do your customers.
Upload photos of:
Your team
New products
Seasonal displays
Renovations
Events
Behind the scenes
Your storefront
Your workspace
Authentic photos almost always perform better than generic stock images because they show customers exactly what to expect.
3. Use Google Posts
Did you know you can publish updates directly to your Google Business Profile?
It's a feature many businesses never use.
Share things like:
Weekly specials
New arrivals
Upcoming events
Holiday promotions
Sales
Blog posts
Community events
Think of it as another place to keep customers informed.
4. Respond to Reviews
Reviews are one of the first things people notice.
Whether a review is glowing or critical, take the time to respond professionally.
A thoughtful response shows potential customers that you care about the experience you provide.
It also signals that your business is active and engaged.
5. Answer Frequently Asked Questions
Many businesses don't realize they can proactively answer common customer questions.
Think about what people ask you every day.
Examples include:
Restaurant
Do you take reservations?
Is your patio dog-friendly?
Do you have gluten-free options?
Retail Store
Do you offer local pickup?
Do you sell gift cards?
What's your return policy?
Spa
Do I need to book in advance?
What should I do before my appointment?
Do you offer consultations?
By answering these questions on your profile, you're helping customers make quicker decisions while also giving Google more useful information about your business.
FAQs aren't only useful for customers. Clear question-and-answer content can also help search engines and AI-powered tools better understand your business. If you're wondering what AEO is and why small businesses should be paying attention to it, I explain it in this article.
6. Add Your Products and Services
If you sell products or offer services, don't leave this section empty.
Use it to showcase:
Best sellers
Seasonal products
Signature services
Gift cards
Packages
New arrivals
It's another opportunity to show customers what makes your business unique before they even visit your website.
7. Add a Link to Your Website
This one surprises me.
I still come across businesses that have invested in a beautiful website but haven't linked to it from their Google Business Profile.
If you have a website, make it easy for people to find it. Your Google Business Profile should direct visitors to your website where they can learn more, browse your services, read your blog or contact you.
I’ve written before about why your website may be one of the most underutilized marketing tools in your business. Keeping it current and connecting it to the other places customers find you online can help your entire digital presence work harder.
Spend 10 Minutes a Week
The good news?
Maintaining your Google Business Profile doesn't take hours.
Set aside just 10 minutes each week to:
✔ Check your opening hours.
✔ Upload a few new photos.
✔ Add a Google Post.
✔ Respond to reviews.
✔ Update seasonal products or services.
✔ Review your contact information.
Those small updates help keep your business looking active, trustworthy and current.
Frequently Asked Questions
How often should I update my Google Business Profile?
Ideally, review it once a week. Even if nothing major has changed, adding new photos, publishing a Google Post or responding to reviews helps keep your profile active.
Does updating my Google Business Profile help SEO?
Yes. A complete and regularly updated Google Business Profile can improve your visibility in local search results and help customers find your business more easily.
Should I post holiday hours on my website or Google?
Both.
Your website and your Google Business Profile should always show accurate holiday hours. Don't rely solely on social media, as many customers will never see those posts.
What should I post on my Google Business Profile?
Share updates such as new products, weekly specials, seasonal promotions, events, blog posts, holiday announcements and community news.
Don't Forget the Basics
Sometimes the most effective marketing isn't about creating another Instagram Reel or chasing the latest trend.
It's about making sure the information people need is accurate, easy to find and up to date.
Your Google Business Profile is often the first interaction someone has with your business.
Make it a good one.
And if you'd like help optimizing your Google Business Profile, improving your website or creating a marketing strategy that works across all of your online platforms, I'd be happy to help. Sometimes the smallest updates make the biggest difference.