Look, I’ll be honest with you. Most small business owners treat their Google Business Profile like that gym membership they signed up for in January… it exists somewhere, they know they should use it, but they can’t quite remember the last time they logged in.
And that’s a problem. A big one.
Because right now, whilst you’re reading this, potential customers are searching for exactly what you offer. They’re hungry, stressed about their fixed-rate mortgage expiring, or desperately need their eyebrows sorted before a wedding. And AI tools like ChatGPT and Google’s AI mode are deciding which businesses to recommend based partly on what they find in your Google Business Profile.
If yours hasn’t been updated since 2022, you’re basically invisible.
Why Your Google Business Profile Really Matters Now
When someone asks ChatGPT recommend a good accountant in North London who specialises in small business tax*, it’s pulling information from verified business profiles. Same goes for Google’s AI overviews that now appear at the top of search results. (*Contact Robert at www.greenandpeter.co.uk)
These AI tools aren’t just looking at your profile once. They’re constantly scanning for signals that you’re legitimate, active, and trustworthy. Fresh content. Recent reviews. Updated opening hours. Current services.
Think of it like this… if you walked past a restaurant with a faded menu from 2019 stuck in the window, would you go in? Probably not. Your Google Business Profile is that window.
You gotta keep it fresh.
What Does This Mean in Practice?
Let me give you some specific examples, because vague ‘SEO benefits’ don’t pay the bills.
Accountants: Update your profile with blog posts about the current tax year’s changes. Add photos of your team (people want to see actual humans). List specific services like “Self Assessment tax returns” and “Making Tax Digital support”. One accountant I know added these specifics and saw a 40% increase in enquiries within three months.
Mortgage brokers: Your profile should scream “I can help right now”. Update your hours, add a booking link, post about current interest rates. When someone’s panicking about remortgaging, they need fast answers. AI tools prioritise businesses that look ready to respond.
Financial advisors: Detailed service descriptions matter enormously. Don’t just say “financial advice”. Spell out “pension planning for NHS workers” or “inheritance tax planning”. AI tools match these specifics to search queries.
Restaurants: Fresh photos of actual dishes you’re currently serving. Updated menus (especially seasonal changes). Recent posts about special events. This stuff directly influences whether AI recommends you when someone asks for restaurant suggestions.
Personal trainers: Client testimonials, before/after photos (with permission), posts about your training philosophy. List your specific offerings… HIIT classes, one-to-one sessions, nutrition planning. The more detailed, the better AI can match you to potential clients.
Beauticians: Services need to be crystal clear. “HD brows”, “BIAB nails”, “lash lifts”. Add photos of your work. Post your availability. When someone’s searching for a specific treatment, AI tools look for exact matches.
Your Step-by-Step Upgrade Plan
Right. Let’s sort your profile out properly.
Step 1: Claim or verify your Google Business Profile if you haven’t already. Go to google.com/business and follow the verification process.
Step 2: Complete every single section. Yes, all of them. Business description, services, attributes, opening hours, appointment links.
Step 3: Add at least 10 high-quality photos. Recent ones. Real ones. Not stock images that look like everyone else’s.
Step 4: Add weekly posts. Share updates, offers, helpful tips. Even five minutes a week makes a massive difference.
Step 5: Respond to every review within 48 hours. Good ones and bad ones. This shows you’re active and engaged.
Step 6: Update your business information quarterly at minimum. Services change, staff change, opening hours change.
Common mistakes to dodge: Using a PO box instead of your real address. Keyword stuffing your business name. Choosing the wrong business category. Ignoring negative reviews. Letting your photos get stale. These all damage your credibility with both humans and AI.
The truth is, your Google Business Profile is often the first impression potential customers get. Make it count.
Getting support for updating your Google Business Profile
If this all sounds a bit too much like hard work, I have the perfect solution. An great value GBP content package which includes:
- GBP profile review and update
- Adding 20 new photos (ideally from your image bank but we can also create images if need be)
- Write and update one post a week for 12 weeks
- Contact your last 10 customers to ask for new reviews
This package will get your business on the map in your local area, helping you rank on the Google search engine results page and get recommended in Chat and other AI tools.
Contact me today for more information. Prices for the above package start at just £400 and come with a 100% money-back guarantee to ensure complete customer satisfaction.
FAQs
How often should I update my Google Business Profile? Weekly posts are ideal, but at minimum, review and refresh your core information quarterly. The more active you are, the more AI tools will trust your information is current.
Do reviews really matter for AI recommendations? Absolutely. Recent reviews (especially those with detailed, specific feedback) signal to AI that you’re actively serving customers. Aim for at least one new review monthly.
What if I operate from home? You can set a service area without displaying your home address. Just be honest about where you serve customers.
Should I include prices? If you can, yes. Transparency builds trust. If your pricing is bespoke, explain your pricing structure in your description.
How long before I see results? Most businesses notice increased visibility within 4-6 weeks of proper optimisation. But this is ongoing work, not a one-and-done task.
About the Author
I’m a content and copywriter specialising in finance and professional services businesses. After 23 years working in finance (including 18 years at GSK plc), I now help businesses translate complex concepts into clear, accessible content that actually connects with their audience. I’m all about helping small business owners understand their options and make informed decisions about their marketing. When I’m not writing, you’ll find me at the Emirates cheering on Arsenal, or exploring new restaurants around London.