If you have a Google Business Profile, there’s a good chance you set it up, added your opening hours, uploaded a few photos… and then left it to do its thing.

Sound familiar?

Your Google Business Profile isn’t something you need to update every day, but giving it a little attention regularly can help keep your business looking active, current and useful when potential customers find you on Google Search or Google Maps.

One of the easiest ways to do this is by adding Google Business Profile updates (or posts).

Think of them as mini social media posts that appear as part of your Google Business Profile.

You can use them to share:

• Business news and announcements
• New products or services
• Special offers and promotions
• Upcoming events
• Seasonal information
• Recent projects or completed work
• New blog posts
• Photos of your business, products or team
• Links back to relevant pages on your website

Google currently gives businesses three main types of posts: Updates, Offers and Events.

The important difference is that people don’t necessarily need to already follow your business on social media to see them. They can discover your updates while they’re actively searching on Google for your business, products or services.

That makes them well worth using.

Your Google Business Profile is often one of the first things somebody sees when they search for your business.

An active profile with current photos, information and recent updates can give potential customers a much better impression than one that hasn’t changed in years.

Regular updates also give you another opportunity to tell Google - and your customers - what your business actually does.

For example, rather than simply saying you’re a landscaper, your updates might talk about garden landscaping, retaining walls, pool landscaping or tropical garden design.

If you run an accommodation business, you might post about family accommodation, rainforest walks, local attractions or last-minute availability.

And if you're a retailer, updates are perfect for highlighting new products, seasonal ranges, specials or online shopping.

The trick is not to stuff your posts full of keywords. Write naturally for your customers and mention your products, services and location where they are genuinely relevant.

The good news is that you don't need to log into a complicated dashboard.

Make sure you're signed into the Google account that manages your Business Profile, then search Google for your business name.

Your Business Profile management options should appear directly in the search results.

Look for Add update or Posts, depending on the interface Google is currently showing you.

From there:

1. Click Add update.
2. Choose Update, Offer or Event.
3. Add your text.
4. Upload a relevant photo or video.
5. Add a call-to-action button and link where appropriate.
6. Preview your post.
7. Click Post.

That's it. Your update will be reviewed by Google and, once approved, can appear with your Business Profile on Google Search and Maps.

This is the option you'll probably use most often.

Use an Update for general business news, new services, recent projects, new products, blog articles, seasonal messages or simply to remind customers about something you offer.

Example:

Now is a great time to give your website a little TLC. From WordPress updates and content changes to SEO and website improvements, the Digital Spice team can help keep your website fresh, secure and working hard for your business.

You could then add a Learn More button linking to the relevant service page.

Running a special or promotion? Use an Offer.

Google lets you add an offer title, start and end dates and additional information such as a coupon code, terms and conditions or a link to your website.

This is useful for retail specials, accommodation deals, introductory offers and seasonal promotions.

Use an Event when you're promoting something happening on particular dates.

That could include a workshop, open day, market, exhibition, special dinner, webinar or other business event.

You can specify the event dates and times and include additional information and a link.

Adding a good image can make your update considerably more noticeable.

You don't need professional photography for every post. A clear, genuine photo from your business can often work better than an overly polished stock image.

Depending on your business, try photos of:

• Your latest project
• A new product
• Your team at work
• Your premises
• Behind the scenes
• A beautiful view from your accommodation
• Food you've just served
• Something new that's arrived
• Happy customers – with their permission, of course

Google recommends good-quality, well-lit images without excessive filters or alterations.

Where appropriate, include a call-to-action button with your update.

Depending on the type of post and options available, this could encourage someone to Learn More, Book, Order, Shop or Sign Up.

Rather than always linking to your homepage, take people to the most relevant page.

Posting about a particular service? Link to that service.

Promoting accommodation? Link to your accommodation or booking page.

Sharing your latest article? Link directly to the article.

The fewer hoops somebody has to jump through, the better.

This is usually where businesses get stuck.

"But we don't have anything to say!"

You probably do.

You don't need earth-shattering company news every week. Think about the questions customers ask you, the work you've recently completed and the things happening within your business.

A plumber could share a recent bathroom renovation. A dentist might link to an article answering a common dental question. A tourism business could feature a nearby attraction or a striking wildlife photo. A retailer could showcase a new product. A restaurant could highlight a popular dish.

Even an updated photo and a few sentences about one of your existing services can be worthwhile.

And if you're already creating content for Facebook or Instagram, you may be able to adapt some of that content for your Google Business Profile rather than starting from scratch.

There's no need to turn your Google Business Profile into another full-time social media job.

For many small businesses, one or two useful updates each month is a realistic starting point.

If you have plenty happening – new products, events, projects, specials or seasonal changes – you can certainly post more frequently.

The aim is simply to keep your profile looking fresh and provide useful information to people who find your business through Google.

It's also worth remembering that standard posts don't stay prominent forever. Google says posts more than six months old are archived unless a date range has been specified.

Your Google Business Profile is free, highly visible and often appears before somebody even reaches your website.

So don't just set it up and forget about it.

Add some fresh photos. Share an update. Promote your latest service. Link to your newest blog article. Check that your opening hours and contact information are still correct.

A few minutes every month (or even every few months!) can help make your Google Business Profile a much better reflection of the business behind it.

And, of course, if you'd rather spend your time running your business than figuring out what Google wants this week, that's where we're here to help! Get in touch to find out how Digital Spice can help your business grow online.

Spice up your Google presence and make it easier for customers to find you online.