As the holiday season ramps up, people are out and about, seeking the best places to shop for gifts, dine with loved ones, and prep for festivities. It’s the perfect moment to double-check that your Google Business Profile (GBP) is polished and ready to attract customers. With “near me” searches skyrocketing this time of year, your GBP plays a key role in turning quick Google searches into in-person visits.

Well, for one, customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete business profile. Need I go on? I will, anyway. Having the most complete information helps Google decide that you’re worthy of being shown to searchers. A combination of relevance, distance, and prominence affects local search results. For example, their algorithm might decide that a business that’s farther away from the searcher’s location is more likely to have what they’re looking for than a business that’s located closer. Therefore, it may rank it higher in local results.

Here’s a more detailed breakdown of what those algorithmic points mean:

At the end of the day, businesses with complete and up-to-date profiles are more likely to rank higher in local searches.

So, now that I’ve convinced you to bite the bullet and spend a few minutes actually updating your account, here’s what you should check.

1. Complete Your Profile

A fully completed profile automatically makes Google happy and shouldn’t be much of a time investment. Ensure these basics are filled out:

• Business name
• Address and phone number
• Hours of operation – Make sure your holiday hours are correct this time of year especially.
• Category and attributes (e.g., family-friendly, wheelchair accessible)

Keep an eye out for typos or outdated information. Accuracy builds trust!

2. Add Fresh Photos Regularly

Photos provide even more information and set expectations for your potential visitors. Businesses with photos see higher Google engagement, including more clicks and directions. If you’re wondering what to post, think of the sorts of things you see when you look up a business. Images of:

• Your logo
• Your location and business exterior
• Product offerings
• How people interact with your business, eg. shopping, eating, hanging out

Cross-post photos from your social media onto your Google Business Profile to keep images fresh and engagement up.

3. Encourage Reviews and Engage

Reviews build credibility. Statistics vary, but a LOT – as in nearly everyone – reads a business’ Google reviews before trying them out for the first time. Encourage your customers to leave you a review by including a shareable link on thank you emails and receipts. Whether the reviews are positive or negative, responding to them demonstrates to current and future guests that you value their input and care about their experiences. People trust businesses that have both good and bad reviews because honesty and fairness are valued, but responding to them with grace and tact is essential. Read more on how to handle reviews here.

More people rely on “near me” searches during the holiday rush and zhuzhing up your Google Business Profile helps your business rank better in Google’s algorithm and helps your business stand out against the competition. By providing detailed information, engaging photos, and customer interaction, you may just win over a few new customers this holiday season! For more small business strategies or help with your digital marketing this time of year and beyond, contact Fuzzy Duck today.