How often should I update my Google Business Profile

I’m trying to get my local business to rank higher in Google Maps and local search. I keep hearing that a well-maintained Google Business Profile (GBP) is key. I understand what to update – things like hours, services, posts – but I’m really struggling with how often I should be doing it.

Is it enough to just set it up and leave it, only updating if something major changes? Or do I need to be actively posting every day? What about adding new photos? I’m a small business owner and my time is really limited, so I’m trying to figure out the minimum I need to do to see a positive impact without it becoming a full-time job.

Specifically, I run a small bakery, "Sweet Surrender," and we offer custom cakes, cupcakes, and other baked goods. We also have seasonal items. Knowing that context, what’s the ideal frequency for different types of GBP updates to help improve our visibility in local search? Should I be updating every day, every week, every month, or something else entirely?

Answer

To maximize the benefits of your Google Business Profile (GBP), you should update it as frequently as possible, aiming for a combination of regular, ongoing maintenance and proactive content updates. Here’s a breakdown of different update frequencies and why they matter:

Daily:

• Respond to Reviews: Addressing both positive and negative reviews daily (or at least within 24-48 hours) is crucial. Prompt responses demonstrate that you value customer feedback, acknowledge their experience, and are committed to customer service. Even a simple "Thank you" for a positive review goes a long way. For negative reviews, a timely, empathetic, and solution-oriented response can mitigate potential damage and even turn a negative experience into a positive one.
• Answer Questions: Customers can ask questions directly on your GBP. Monitoring and answering these questions daily provides immediate assistance and ensures potential customers receive accurate information. Unanswered questions can deter customers and give competitors an advantage.
• Monitor Notifications: Keep an eye on the "Notifications" section of your GBP dashboard. This area alerts you to edits suggested by Google or other users, new reviews, questions, and other important updates. Promptly address any suggested edits or inaccuracies to maintain control over your listing’s information.

Weekly:

• Google Posts: Posting regularly (ideally 1-2 times per week) is highly recommended. Google Posts are short updates about your business, including:
  • Offers: Promote special deals, discounts, or promotions to attract customers. Include a clear call to action.
  • What’s New: Announce new products, services, or menu items.
  • Events: Publicize upcoming events, workshops, or special occasions.
  • Product Highlights: Showcase specific products with images, descriptions, and pricing.
  • Blog Posts: Share links to your blog content to drive traffic to your website and establish thought leadership.
  • COVID-19 Updates: If relevant, keep customers informed about any changes to your business operations due to the pandemic.
  • Google Posts enhance your visibility in search results, keep your profile fresh, and provide customers with relevant and timely information. They expire after seven days, so maintaining a consistent posting schedule is important.
• Review Analytics: Check your GBP analytics weekly to track key performance metrics, such as:
  • Views: How many people are viewing your profile?
  • Searches: What keywords are people using to find your business?
  • Actions: Are people clicking on your website, requesting directions, or calling your business?
  • Phone Calls: How many phone calls are being generated from your GBP listing?
  • Popular Times: What are your busiest hours?
  • Analyzing this data helps you understand customer behavior, identify areas for improvement, and optimize your profile to attract more customers.

Monthly:

• Photos: Regularly update your photos to showcase your business’s ambiance, products, team, and recent projects. Adding fresh photos keeps your profile visually appealing and helps potential customers get a better sense of what to expect. Consider adding:
  • Interior Photos: Showcasing your business’s atmosphere and design.
  • Exterior Photos: Helping customers find your location.
  • Product/Service Photos: Highlighting your offerings.
  • Team Photos: Introducing your staff and building trust.
  • Customer Photos: Featuring positive customer experiences (with permission).
  • "At Work" Photos: Demonstrating your team in action.
• Update Business Description: Review your business description monthly to ensure it accurately reflects your current offerings, mission, and values. Refreshing the description with relevant keywords can also improve your search ranking.
• Check & Update Attributes: Google regularly adds or modifies the attributes you can use to describe your business (e.g., "Wheelchair Accessible," "Outdoor Seating," "Free Wi-Fi"). Review and update your attributes monthly to provide potential customers with accurate information about your amenities and services.

Quarterly (or as needed):

• Verify Information: Double-check all of your business information (name, address, phone number, website, hours of operation) to ensure accuracy. Even minor errors can negatively impact your search ranking and customer experience.
• Competitor Analysis: Research your competitors’ GBP listings to see what they’re doing well. Identify opportunities to differentiate your business and improve your profile.
• Special Hours: Update your special hours for holidays, seasonal changes, or unexpected closures. Failing to do so can lead to frustrated customers and negative reviews.
• Q&A Updates: Review the Questions & Answers section to address any outdated information or recurring questions. You can also proactively seed the Q&A section with common questions and answers to provide valuable information to potential customers.

Ongoing:

• Encourage Reviews: Actively encourage satisfied customers to leave reviews on your GBP. Positive reviews build trust, improve your search ranking, and influence customer decisions. Make it easy for customers to leave reviews by providing a direct link to your GBP review page.
• Monitor for Spam/Fake Reviews: Regularly monitor your reviews for spam, fake reviews, or inappropriate content. Flag any suspicious reviews to Google for removal.
• Stay Informed: Keep up-to-date with the latest Google Business Profile features, updates, and best practices. Google is constantly evolving its platform, so staying informed helps you maximize your profile’s effectiveness.

In summary, a successful GBP strategy requires a blend of daily maintenance, weekly content updates, monthly reviews, and quarterly assessments. By consistently updating your profile, you can improve your visibility in search results, attract more customers, and build a stronger online presence.