If you've already sorted out the hours, photos, and basic details on your Google Business Profile (we covered that in an earlier support guide), you've done the most important step - but only the first one.

The profile has several more tools that directly affect whether people choose you over the competition - reviews, posts, direct messaging, questions and answers, a services list, and insight into how the profile is actually being used. This text walks through each of them, one at a time.

Reviews - the most important part of the profile

Reviews are often the first thing a potential client looks at, even before pricing or a service description. The star count says something, but how you respond to reviews says a lot more.

How to respond to a review

1. Go to business.google.com and open the Reviews section.
2. Find the review you want to respond to and click Reply.
3. Write your response - short, specific, no generic phrases.
4. Click Post - the reply becomes publicly visible, right under the review itself.

For positive reviews, it's worth replying with a brief thank you, ideally mentioning something specific the client praised - that shows the response isn't an automatic, copy-pasted line.

For negative reviews, replying matters even more, and it's important to stay calm, without a defensive tone. Acknowledge the issue, offer a solution or explanation, and, if possible, suggest continuing the conversation away from the public space (phone, email). Potential clients who see a response like that often get the impression the business takes feedback seriously - that's often more important than the negative rating itself.

Never ignore reviews, good or bad - a profile with not a single reply feels like nobody's paying attention to what's happening.

Google Posts - free advertising built into the profile

Hardly anyone knows the profile has a built-in option for posts, similar to a short social media update, that shows up directly within the profile in search.

1. In the left menu of your profile, look for Posts or Add update.
2. Choose the type of post - What's new, Offer, Event, or Product.
3. Add an image, a short piece of text, and, if you want, a call-to-action button (say, "Call now" or "Learn more", with a link).
4. Click Publish.

"What's new" posts usually stay visible for about seven days before being automatically removed from the profile, while Offers and Events can have their own expiry date that you set yourself. Posting regularly (say, once a week) sends Google a signal that the profile is active, which can positively affect how often the profile gets shown.

Messaging - direct communication from the profile

Clients can, if the option is turned on, send you a message directly from the profile, without calling or emailing.

1. In the profile, look for the Messages section and turn on Turn on messaging.
2. Messages arrive on your phone through the Google Maps or Google Search app, similar to a text message.
3. If you don't plan to check and respond regularly, consider whether this option is even right for you - Google displays your average response time on the profile, and slow or nonexistent replies leave a poor impression.

Questions and answers (Q&A)

Anyone, even someone who's never been a client, can post a public question on your profile, and anyone else can answer it - including people who have nothing to do with your business.

• It's worth occasionally checking the Questions & answers section and answering new questions before someone else (possibly with inaccurate information) does it in your place.
• You can also post common questions yourself in advance and immediately add the correct answer - for example "Do you have parking?" or "Do you accept cards?" - this stops clients from waiting on a stranger's answer or guessing.

Products and services - a concrete list of what you offer

1. In the profile, look for the Services or Products section, depending on the type of business.
2. Add each service or product individually - name, short description, and, if you want, a price or price range.
3. This section shows up directly on the profile, and helps the client immediately see whether you offer what they need, without ever having to visit the website.

Insights - what the profile actually shows

Google Business Profile has its own, simple report on how the profile is being used - separate from Google Analytics and Search Console (which we covered in a separate guide), and focused exclusively on activity related to the profile itself.

• Calls - how many times someone called directly by tapping the phone number on the profile
• Direction requests - how many times someone asked for directions to the location
• Website clicks - how many times someone clicked the website link from the profile
• Messages - how many messages were received through the direct messaging option

This report lives in the Performance section inside the profile, and it's useful for a quick check on whether the profile is bringing in contact at all, independent of how much traffic the website itself gets.

What if the profile gets suspended

Rare, but it happens - Google sometimes automatically suspends a profile if it suspects a policy violation (say, an incorrect address, a duplicate profile, or unusual activity). If that happens, the profile usually stops showing up in search.

The fix is to file an appeal through the profile (or through Google Business Profile help), with an explanation and, if needed, additional documentation proving the business exists. The process usually takes anywhere from a few days to a couple of weeks.

A monthly routine to keep the profile in good shape

• Respond to all new reviews, positive and negative
• Create at least one new post
• Check the Questions & answers section for new, unanswered questions
• Look at Insights to see whether calls or messages are trending up or down
• Check that hours and photos are still current (we have a separate, detailed guide on that)

Frequently asked questions

Do I have to respond to literally every review? Not required, but recommended - a profile that regularly responds to reviews leaves the impression of an active, engaged business.

Do posts directly improve my search position? There's no confirmation that they directly affect ranking, but regular activity on the profile generally correlates with better results, likely because active profiles collect more interactions and reviews.

Who can ask a question in the Questions & answers section? Anyone with a Google account, even someone who's never been your client - which is why it's worth occasionally checking and correcting inaccurate answers others may have left.

Do I have to turn on messaging? No, it's optional. If you know you won't respond regularly, it's better to leave it off than to have a poor response time publicly displayed.

How fast should I respond to a message or review? There's no strict rule, but the faster the better - Google displays your average response time, and that's something potential clients see before they contact you.

In closing

Google Business Profile is far more than a digital business card - it's a small, free communication tool that, when used fully, directly affects how many people choose your business over the competition.

You don't need to use every option right away - it's enough to start with responding to reviews and posting once a month, then gradually add the rest.