How to update your Google Business Profile

Keeping your Google Business Profile up to date is one of the most important routines for local SEO. Google wants your business info to be 100% accurate at all times and customers rely on details like your opening hours to make purchase decisions. This article shows you how to update your Google Business Profile to ensure the latest information is always available.

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Why should you update your information on Google Business Profile?

Your Google Business Profile is one of the most important resources in your local SEO strategy. It helps you show in the local pack of results, Google Maps and other placements as people search for businesses like yours in the nearby area.

Vertical Leap Google Business Profile

The information in your Business Profile is a key ranking factor and it needs to be accurate. Google wants to see consistent information in your profile, website and other online resources: social media accounts, directory listings, customer review profiles, etc.

More importantly, customers need up-to-date information to choose the right business for their needs. If your profile says you’re open, but you’re closed when they visit, how can they trust anything your profile says?

When should you update your Google Business Profile?

You should update your business information on Google when any relevant changes. Above all, keep all of the information search engines and customers use for the search experience up to date and 100% accurate:

  • Business name
  • Business category
  • Address
  • Phone number
  • Website
  • Hours
  • From the business (description)
  • Service area
  • Attributes
  • Social media links

If any of the above changes, update your Google Business Profile to provide search engines and customers the latest information.

Depending on your business type, you might also be able to update the following:

  • Menu/Services (limited availability)
  • Products (limited availability)
  • Check-in and check-out times (hotels only)
  • Hotel information (hotels only)

Finally, you can update the photos on your Business Profile at any time. Appealing photos encourage customers to choose you over local rivals and allow you to show the best of your business. To ensure your Business Profile is always up to date, you should review it every quarter as part of regular local SEO audits.

Editing your Google Business Profile information

You can always refer to the official Google Business Profile Help documentation for instructions on editing your profile.

Here’s a quick summary of how to make some of the most important changes.

Accessing your Google Business Profile

To access your Google Business Profile, make sure you’re logged into the Google Account used to create your profile. Now, you can log in via the Business Profile website or type your business name and city/location into Google Search or Maps – as long as your business is already verified.

Mos Diner Google Business Profile

You can also simply search “my business” and this should return your business on the results page, provided you’re logged into the relevant Google account (and your business is verified).

Click Edit profile at the top of the results page to make any changes to your Business Profile information.

For more info, refer to the following Google Business Profile Help pages:

Changing opening hours

Most businesses change their opening hours at some point throughout the year, even if it’s only for Christmas and New Year. Your Google Business Profile allows you to keep people in the loop by updating your opening hours so people know when to pay a visit.

To change your opening hours, follow these steps:

  1. Sign in to Google Business Profile (If you have multiple locations, open the location that you’d like to manage).
  2. Click the ☰ icon to the top-left.
  3. Click Info from the menu.
  4. Scroll down to the Hours section, which will be labelled as “Add hours” if you haven’t already added them.
  5. Use the toggle switches to define which days you’re open/closed.
  6. Set the open and closing times for each day you’re open.
  7. Use the “Add hours” to create multiple open times during the same day – e.g. restaurants that close for lunch.
Google business profile hours

Special opening hours

To temporarily change your opening hours, click on the Add special hours section under your existing opening times. Here, you’ll see suggestions for special events that might result in unusual opening times – mostly public holidays.

Google business profile special opening hours

However, you can define your own periods for special opening hours by clicking on Add new date and defining your opening hours for specific days or time periods.

Updating business address

To edit your business address, follow these steps:

  1. Search for your business in Google Search or Maps
  2. Select Edit profile
  3. Select Location at the top of the Business information tab
  4. Next to Business location, select the Edit icon or click on the Google Maps embed
  5. Type in your street address, postal town and postcode
  6. Click Save

If your address doesn’t have a street number, or if the system can’t find a correct address, you can pin your Business Profile directly on the map.

    Editing description

    As your business evolves, you might want to update your business description to make it more accurate or compelling. For example, you might start offering new services for the local area or you may have to differentiate from new competitors.

    Google recommends including the following information in your business description:

    • What you offer
    • What sets you apart
    • Your history
    • Anything else that’s helpful for customers to know

    To change your business description, follow these steps:

    1. Search for your business in Google Search or Maps
    2. Select Edit profile
    3. Click on the Description field on the About tab to add or edit your business description

    Adding new business categories

    Your business category is an important ranking signal for showing your profile to relevant searches. You should have selected your primary category when creating your Business Profile, but you can change this at any time.

    You can also add additional business categories to your profile. You can select up to 10 categories in total, but only select additional categories if they’re relevant and helpful.

    To edit your business category, or add new ones, follow these steps:

    1. Search for your business in Google Search or Maps
    2. Select Edit profile
    3. Click on the Business category field on the About tab
    4. Select the Primary category field to change your primary business category (this should be the most accurate/relevant)
    5. To add additional categories to your profile, click the blue Add another category text
    6. Start typing your additional category and select from the auto-suggestions
    7. To add further business categories, click the blue Add another category text again and repeat
    8. Once you’re done, click Save

    For more information, refer to this Google Business Profile Help page:

    Posting on Google Business Profile

    You can also notify users about important changes by creating posts in your Google Business Profile, which display prominently under your local listing. This is a great way to get people’s attention and provide important information.

    Google Business Profile Posts for Buckingham Palace
    Google Business Profile Posts

    To create a post in Google Business Profile, log in to your account and click on the Create post tab at the top of the dashboard or click on the left-hand ☰ icon and click on Posts from the menu options.

    There are four different types of posts that you can create in Google Business Profile – Add Offer, Add Product, Add Update and Add Event.

    Options in Google Profile Posts for adding offer, product, update or event

    In this case, you want to select Add Update to post about any changes to opening times, services and business operations. If you happen to have any special offers running as a result of the outbreak or particular products that you want to make people aware of, you can also create “Offer” and “Product” posts to raise awareness.

    Vertical Leap can help you

    If you’re having any problems managing your Google Business Profile or local SEO strategy, our team is ready to help. Call us on  02392 830 281 or send us your details and our team will get back to you.

    Gemma Scarth profile picture
    Gemma Scarth

    Gemma joined Vertical Leap in March 2020 as an SEO Specialist after having worked in marketing for 7 years for both in-house and agency side, where she was involved with everything from social media management, through to content development and email marketing campaigns. As a member of the ESEO team, Gemma helps to deliver strategic SEO campaigns across a range of brands on a local, national and international level. Gemma is well travelled after exploring the world for almost two years and living down under for 12 months. She’s passionate about snowboarding, fitness and supports her local football team, Southampton FC! When she’s not at work doing SEO, you can often find her on her paddle board floating somewhere on the River Hamble or indulging in a snack or two.

    More articles by Gemma
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