17 Jul How to Update Your Google Business Profile Properly
Your Google Business Profile is often one of the first places potential customers will interact with your business online.
Whether someone finds you through Google Search, Google Maps or a local recommendation, your profile provides an instant snapshot of who you are, what you do and how to contact you.
However, many businesses set up their profile and then rarely look at it again.
An outdated Google Business Profile can lead to missed enquiries, incorrect information and lost opportunities. Keeping your profile accurate and up to date helps customers find the right information and helps Google better understand your business.
If you’re looking for a complete guide to improving your visibility on Google, take a look at our article on How to Optimise Your Google Business Profile for Local SEO and AI Search.
How to Access Your Google Business Profile
Google has made managing your Business Profile much simpler than in the past.
To access your profile:
- Sign in to the Google account linked to your business.
- Search for your business name on Google.
- Your management panel should appear directly within Google Search.
- From here, you can edit information, add updates, upload photos and respond to reviews.
You can also manage your profile through Google Maps when signed into the correct Google account.
Managing Multiple Business Profiles
If you manage more than one business, or support clients with their Google Business Profiles, you may have access to several profiles.
Rather than constantly logging in and out of different accounts, you can request Manager access to individual profiles.
This allows you to:
- Update business information
- Create posts and updates
- Respond to reviews
- Upload photos
- Manage profile content
without needing full ownership of the account.
This is particularly useful for marketing agencies, virtual assistants and business support providers who manage profiles on behalf of clients.
Update Your Core Business Information
One of the most important tasks is ensuring your business information remains accurate.
Review regularly:
- Business name
- Address
- Phone number
- Website address
- Email address
- Opening hours
- Service areas
Customers often use Google Business Profiles before visiting a website, so incorrect information can quickly lead to frustration and lost enquiries.
Review Your Services and Categories
Many businesses add a few services when they first create their profile and never revisit them.
However, your services and categories help Google understand exactly what your business offers.
Ask yourself:
- Have you added any new services recently?
- Are your existing services still accurate?
- Have competitors added categories you are not using?
- Does your primary category still best describe your business?
For example, at Red Desk, services such as Virtual Assistant Support, Social Media Management, SEO Support, Google Business Profile Optimisation, Property Management Support and Charity Administration all help provide Google with a clearer picture of the business.
Add New Photos Regularly
Photos help potential customers understand your business and show Google that your profile is active.
Consider uploading:
- Team photos
- Project photos
- Before and after images
- Event photos
- Products
- Office or workplace images
Fresh images can make your profile more engaging and help build trust with prospective customers.
Publish Business Updates
One of the most underused areas of Google Business Profile is the Updates section.
You can use updates to share:
- New blog articles
- New products or services
- Company news
- Events
- Awards and achievements
- Special offers
Regular updates help keep your profile active and give customers more reasons to engage with your business.
Aim to post at least once or twice a month where possible.
Respond to Reviews
Reviews are an important part of your online reputation.
When customers leave feedback, try to respond promptly.
For positive reviews:
- Thank the customer
- Acknowledge their feedback
- Personalise your response where possible
For negative reviews:
- Remain professional
- Address concerns calmly
- Offer to continue the conversation privately if appropriate
Responding to reviews demonstrates that you value customer feedback and actively manage your business.
Common Google Business Profile Updates Businesses Forget
Many businesses remember to update major changes but overlook smaller details that can affect customer experience.
Commonly forgotten updates include:
- Holiday opening hours
- Seasonal trading hours
- New services
- New phone numbers
- Website changes
- Staff changes
- Updated business descriptions
- Recent photos
A quick monthly review can help prevent outdated information remaining visible online.
A Simple Monthly Check
Set aside 10–15 minutes each month to review:
✓ Business information
✓ Opening hours
✓ Services
✓ Categories
✓ Photos
✓ Reviews
✓ Questions and Answers
✓ Recent updates
Small, regular improvements are often more effective than making large updates once a year.
Final Thoughts
Your Google Business Profile is one of the most valuable local marketing tools available to small businesses.
Keeping it accurate, active and up to date helps customers find the information they need while giving Google greater confidence in your business.
Regular updates do not need to take long, but they can make a significant difference to your local visibility and online reputation.
Need Help Managing Your Google Business Profile?
At Red Desk, I help businesses improve their online visibility through Google Business Profile optimisation, local SEO, social media management and content creation.
If you’d like support keeping your profile active, accurate and working harder for your business, get in touch.
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