If you run a business that serves customers at a physical location, a Google Business Profile (GBP) is vital for success. GBPs increase visibility in Google searches and Google Maps, increase chances of appearing in top results, and helps owners control the information about their business that appears online.
So, what exactly is a Google Business Profile (GBP)?
It’s a free tool that enables businesses to manage their online presence on Google. It’s designed to help businesses improve their search rankings, connect with customers, and generate leads. As an owner, you can:
- List your business
- Post updates
- Accept orders
- Offer products and/or services
- Respond to reviews
- Create campaigns
- Analyze search data
While GBP isn’t a new tool, there are some recently released features and updates to understand. This blog provides more information on the latest GBP updates.
Google Business Profile Throughout the Years
As stated above, GBP isn’t exactly new. It’s gone through many iterations, with each striving toward more trustworthy, reliable information. As more people turn to and rely on Google for localized business information, Google continues to fine-tune the way it displays listings and gives business owners control to manage them.
Here’s a timeline of the evolution of local business listings on Google over the years:
- March 2004: Google Local
- September 2009: Google Place Pages
- May 2012: Google+ Local
- April 2013: Google Places for Business
- June 2014: Google My Business
- November 2021: Google Business Profile
Recent Updates to Google Business Profile
In recent years, Google has introduced several artificial intelligence (AI) powered enhancements to GBP, aiming to improve user experience and provide businesses with valuable tools to engage with their audience.
AI-Powered Enhancements
AI Review Summaries on Google Maps
Google has introduced AI-generated review summaries on Google Maps, which compile and highlight key themes and sentiments from customer reviews. These summaries provide users with a quick snapshot of business feedback, helping them make informed decisions without reading through numerous individual reviews. For businesses, this feature emphasizes the importance of maintaining positive customer experiences, as the AI highlights prevalent sentiments reflected in customer feedback.
AI Tools for Small Businesses
Recognizing the growing importance of AI in business operations, Google offers on-demand training to help small businesses leverage AI for efficiency and growth. These resources include tools for research and creativity, enabling businesses to integrate AI into various aspects of their operations, from content creation to customer service. By utilizing the latest features of Google Business Profile for small businesses, you can enhance productivity, streamline processes, and stay competitive.
AI-Powered Business Descriptions
Using GBP’s new AI-power business description capabilities, you can quickly create an engaging, AI-generated description of your business. The business description section enables potential customers to understand more about your offerings, including the products or services you provide and what distinguishes your business.
If you already have a business description, you can still utilize AI to suggest a new version based on information from your business website and GBP. This feature enables you to review and edit the proposed description to ensure it accurately reflects your business.
To create an AI-powered business description:
- Sign in to your GBP account
- Click on 'Edit profile' and select 'Business information'
- In the 'Description' section, click 'Suggest description'
- Review the AI-generated suggestion and edit it as needed
- Click 'Save' to apply the new description to your profile
Please note that AI-powered business descriptions are currently only available for select regions and languages and may not be accessible to all users. Ensure your GBP is up to date as this feature uses information from your profile to suggest a description. And, always review the AI-generated content for accuracy before updating.
Business Verification and Security
Maintaining a verified and secure GBP is essential for establishing trust with customers and ensuring the authenticity of your business online. Google has introduced enhancements to the verification process and management roles to promote security and streamline profile management.
Enhanced Video Verification
To expedite the verification process, Google has improved the video verification method by providing clearer feedback when submissions don't meet requirements. If your video isn't approved, Google will specify the reasons, allowing you to address the issues and resubmit successfully. For example, common feedback may include the following:
- Your business name was not shown on the storefront
- You didn’t show that you’re authorized to operate the business
- You didn’t show a view of the surrounding area (this includes street signs and other businesses operating near yours)
By implementing Google’s feedback, businesses can ensure their submission meets all necessary criteria, facilitating a smooth verification process.
Multiple Managers for Profiles
To prevent loss of access and ensure continuous management of your GBP, Google recommends you assign multiple managers to your profile. Having multiple owners or managers provides redundancy, so if one manager becomes unavailable, others can maintain the profile without interruption. To add or remove managers:
- Sign in to your GBP
- Click ‘Menu’ and select ‘Business Profile settings’
- Choose ‘People and access’
- Click ‘Add’ – then enter the email address of the new manager and select their role (Owner or Manager)
- Click ‘Invite’
The invited person will receive an email and must accept the invitation to gain access. This approach ensures your business information remains accurate and up-to-date, even if primary managers change roles or leave the organization.
Integration of Social Media Links
Another new feature is social media integration in GBP. Businesses can now directly add their social media profiles to enhance customer engagement and provide more opportunities for engagement. Integrating with platforms like LinkedIn, Facebook, Instagram, X (formerly Twitter), TikTok, Pinterest, and more, offers customers a comprehensive perspective of the business.
There are numerous benefits to add social media links to your GBP:
- Enhanced customer engagement: direct links to social media profiles enable customers to connect with businesses across various platforms, fostering stronger relationships and open communication channels.
- Improved brand visibility: Displaying social media links on GBP increases the likelihood of customers discovering and interacting with a business's content, promotions, and updates.
- Streamlined information access: customers can easily access diverse content types, including videos, posts, and stories, providing a better understanding of the business's offerings and values.
Integrating social media links to your Google Business Profile can be done by the following instructions:
- Access your profile
- Sign in to your GBP
- Click on ‘Edit Profile’
- Navigate to contact information
- Select ‘Business Information’
- Click on ‘Contact’
- Add social profiles
- In the ‘Social Profiles’ section, click the ‘Pencil’ icon
- Click ‘Add social profile
- Choose your desired social media platform from the dropdown menu
- Enter the corresponding URL for your business’s profile on that platform
- Click ‘Save’ to apply the changes
When connecting your social media profile to your GBP, there are a few considerations to keep in mind. First, you can only add one link per platform (social media site). For example, you can add one LinkedIn link and one Facebook link. Additionally, in some cases, Google may automatically add social media links to eligible GBPs. To edit these links, add a new link to your GBP for the same social media site.
Product and Service Showcase
GBP introduced features that enable businesses to showcase their products and services directly within their profiles to further enhance engagement and produce the most up to date information.
Product and Service Listings
To add or update products, see the instructions below:
- Navigate to your GBP
- Click ‘Edit products’
- Add or edit products by clicking ‘Add product’
To add or update services, follow the steps below:
- Go to your GBP
- Click ‘Edit services’
- Add or edit services
Menu Listings
There is now the capability for businesses to add and update menu items directly within their profiles. This feature is particularly useful for restaurants as it ensures customers have access to the latest offerings, such as detailed descriptions, prices, and photos. By keeping menu information current, businesses can attract potential customers searching for dining options on Google Search and Maps.
To add or update menu items, follow the instructions below:
- Sign into your GBP
- Go to business.google.com and sign in
- Access the Menu editor
- From the dashboard, select the location you wish to manage
- Click on ‘Info’ in the left menu
- Find ‘Menu’ and click on the pencil icon to edit
- Add or edit items
- Click ‘Add item’ to input new items
- Enter the item name, description, and price
- Add an image of the item to enhance the listing
- Organize the Menu
- Arrange items into sections for better navigation. For example, appetizers, main courses, desserts, etc.
- Save changes
- After making the updates, click ‘Apply’ to publish
Regularly updating your menu on GBP informs customers of your current offerings as well as improves your visibility in local search results.
Inventory Information
Another recent update in GBP is that retail businesses can now provide real-time inventory information. By answering questions about product availability, businesses help customers find the items they need, enhancing the shopping experience and driving foot traffic to physical stores.
To manage inventory information, follow these steps:
- Use the local inventory app
- Integrate your point-of-sale (POS) system with Google’s Local Inventory app to sync products automatically
- Answer inventory questions
- On your mobile device, open the Google Maps app
- Navigate to your GBP
- Respond to customer inquiries about product availability directly through the app
Accurate inventory data is crucial for enhancing the customer experience and increasing the visibility of your products in relevant searches. When customers have access to precise information about product availability, it reduces frustration and builds trust, encouraging them to visit your store.
By leveraging features like menu and service listings, as well as inventory information in your Google Business Profile, businesses can effectively showcase their offerings. This proactive approach ensures customers receive the most current and accurate information, leading to higher satisfaction and improved engagement on Google platforms.
Enhanced Review Management
Google’s enhanced review management system is designed to streamline how businesses interact with customer feedback. The update enables business owners to encourage satisfied customers to leave reviews more efficiently and respond directly within the GBP dashboard. Another update includes the ability to sort reviews by rating or date, which enables more effective monitoring and engagement with customers.
By using these features, you’re able to foster stronger relationships with customers, address feedback in a timely manner, and maintain a positive online reputation.
Real-Time Reservations
Also new this year is GBP’s integration with Reserve with Google, a feature that enables diners to book available time slots directly through a restaurant’s GBP. It enables users to adjust the date, time, and party size to fit their needs, streamlining the overall reservation process. By simplifying the booking process, restaurants can attract more customers and manage reservations efficiently.
To activate Reserve with Google, you’ll need to partner with a supported scheduling provider and ensure your GBP is set up properly.
Policy Updates and Compliance
Recently, Google implemented significant policy updates in an effort to enhance the integrity and reliability of the information on its platform.
Crackdown on Fake Reviews
In September 2024, Google Maps strengthened its measures against fake reviews by enforcing stricter penalties on business profiles that breach its Fake Engagement policy. These actions include the temporary removal of reviews, suspension of new reviews or ratings, and the addition of warning messages on profiles from which fake reviews have been deleted.
Initially implemented in the United Kingdom, the policy now appears to be applied globally, although currently, only UK users are witnessing the warnings. Google mandates that all contributions must represent genuine experiences and strictly prohibits incentivized or deceptive content. The company actively monitors and penalizes businesses attempting to manipulate ratings, aiming to uphold user trust and transparency.
Ad Policy Changes
Effective November 21, 2024, Google mandates that businesses must have a verified GBP to utilize Local Services Ads (LSAs). This policy change aims to mitigate fraudulent activities and ensure that only legitimate businesses can advertise through LSAs. The verification process requires business owners to add or claim their business address on Google and confirm it via phone, text, email, or video. It’s critical that the GBP name and address align precisely with the information in the ads; any discrepancies may result in the suspension of advertising, thereby affecting visibility.
Seasonal and Operational Updates
When the holiday season approaches, it’s important for businesses to update their hours of operation on their GBP. Accurate holiday hours provide customers with the correct information, preventing any inconvenience and enhancing their experience.
To set special hours, complete these steps:
- Sign in to your GBP
- Go to the ‘Info’ section
- Click on ‘Add special hours’
- Enter the specific dates and respective operation hours
- Save changes
By updating and confirming your official holiday hours, even if they remain unchanged from your normal hours, you are communicating reliability to your customers. This helps maintain trust and satisfaction.
Elevate Your Online Presence with Americaneagle.com
Maintaining an up to date and fully optimized Google Business Profile is essential for businesses looking to enhance their online presence and engage effectively with customers. By utilizing the latest features and adhering to Google's policies, you can ensure your business stands out in search results and provides accurate, valuable information to your audience.
If you're seeking expert assistance to navigate these updates and maximize your digital strategy, Americaneagle.com offers comprehensive services tailored to your needs. With over 25 years of experience, we are a digital marketing and web design company that helps businesses thrive online.
Learn more about Americaneagle.com’s digital marketing services or contact us today to discover how we can support your business's growth and success.
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