A Google Business Profile is a distribution channel, not a marketing page. It is the one listing where you can outrank the OTAs for your own name, and it charges no commission.
Four fields carry most of the weight. None of them need a single change to your website.
The four that actually count
- Primary category. It decides which local searches you are eligible for at all. "Hotel" and "Resort hotel" pull different demand. Pick what you sell, not what sounds bigger.
- Attributes. Parking, pets, pool, accessibility. Travellers use these as filters. A blank attribute drops you before anyone sees your rate.
- Photos. Upload a few every month, shot this year, named for what they show. A stale gallery loses the click to the property next door.
- The booking link. Point it at your own booking engine and carry the dates over. Most independents leave it on the OTA default and pay commission for a guest who had already typed their name.
Rafael Osborne (Profit Guest Services): fixing these four is a one hour job, and it moves direct demand before any SEO work starts to pay off.
Does posting weekly updates help? A little. Accurate fields help far more.
This content was created with the help of artificial intelligence and reviewed by Rafael Osborne (Profit Guest Services) before publishing.
