I don’t mean to be presumptuous, it’s just that we see it all the time. If your Google Business Profile hasn’t been updated in months, you’re probably losing traffic every day. Not to worry, though. We’re going to help you fix that here today. 

Most people set up their Google Business Profile when they open their business, then leave it alone until the end of time. Savvier business owners set up a system to respond to reviews every once in a while and make sure their whole profile is filled out and accurate (we love to see that!), but only a handful manage it consistently and continuously… and that’s where the real leverage lies. 

I’m going to go ahead and say something a little crazy (and something I absolutely do not recommend full stop). If you pulled the plug on absolutely everything outside your four walls -- not just your advertising, but marketing essentials like your website, your restaurant signage, all of your social media channels, everything -- new customers (though, significantly less new customers) would probably still be able to find you, as long as you had an active and optimized Google Business Profile. 

Again, do not recommend. This is for emphasis. The point is, it’s super important and here’s why. 

People aren’t just searching ‘restaurants near me’ anymore. They’re asking AI tools things like ‘best waterfront brunch with outdoor seating’ or ‘where should I take clients for dinner in Charleston.’ The businesses with complete, active, and descriptive profiles are far more likely to show up in those recommendations.

Back in the day, we called it Google My Business and it was basically a business listing on Google’s search engine. It was important then too, but as LLMs like ChatGPT, Gemini, etc continue to explode and divert traffic from traditional search engines like Google itself, your GBP ironically becomes even more important. 

That’s because these AI tools depend on structured, factual data that already exists on the internet, from sources that are trusted, where location signals are built in. A Google Business Profile hits all of these criteria, already speaks the language AI speaks best, and lives within the Google ecosystem that AI depends on. So, what was once a simple business listing has now turned into a living content channel and AI-input system. Baby’s all grown up, but unlike your kids that stop listening to you after a certain age, you’re still kind of in control here. 

So what am I saying? Figure out a way, with help or on your own, to give your GBP some attention at least once a week. 

Fresh content signals you’re still in business. Details that are consistent across the internet not only give you more credibility with your human customers that are looking for you, but it gives AI more confidence that what it’s pulling is accurate and relevant, making it more likely to recommend you. Then, it’s upkeep on a weekly basis from there. 

Below is a little nudge to get started.

// MAKE IT HAPPEN

Start with a Full Audit
Make sure the details are right, your photos are up to date, your links are correct, and your hours (your hours!!) are accurate.

Update your Category + Attributes
Select every relevant business category and fully complete your descriptions, captions, and business overview. Then, make a plan to update your profile every week. Add upcoming events, offers, and always new photos.

Optimize your Services + Offerings
Is it easy to get to your menu? Do you have links to online ordering and your reservation platform? 

Update Content Regularly
Designate someone to respond to reviews. If you have an event coming up or offering a seasonal menu, use the profile's Posts feature to tell people about it. Add new photos that represent your business every other week. 

Oh, and Here’s the Biggest Hack: Create a FAQ section on your Website
Ask and answer common customer questions that Google can easily pull into its ecosystem:

• Do you take reservations?
• Is there outdoor seating?
• Do you allow dogs?
• Do you host private events?
• Do you have gluten-free options?
• Is parking available nearby?

This kind of structured, question-based information is incredibly valuable for both search visibility and AI-driven recommendations. This is AI fodder gold and will separate you from almost everyone else out there right now. Get on it!

SPOTLIGHT

Old South Carriage Company ensures their Google Profile (and TripAdvisor!) is updated with fresh content every day by unintrusively integrating leaving a review into their experience. They have a 4.9 rating on Google with over 30k reviews.

DETAILS
When you book a carriage ride with Old South Carriage Company in downtown Charleston, your ticket is sent to your phone with instructions and reminders on how to check in at the barn. Immediately after guests disembark, they are thanked for joining them in a text that also includes a link to review their experience. 
 
WHY IS THIS COOL?
This is not a groundbreaking way to get guests to leave a review, but there are few things that Old South is intentional about that sets them apart. 

The first is that at the end of each tour, the guides let guests know that the horse they just spent the past hour with is in the running for Best Equine Employee of the Month, an award given to the horse that was mentioned by name the most in 5-star reviews left each month. Now they’re invested to help make sure their horse wins. This also makes leaving a review easier for the guest. Instead of asking them to come up with something to write from scratch, Old South subtly gives them a story to participate in.

The second is the timing of the follow up. As soon as guests have disembarked, usually when they’re taking a photo with their guides and thanking their horse, and right before they gather themselves to go about their day, the second text message with a sincere “thanks for joining us” and the review link is sent. The experience is still emotionally fresh. They’re in the moment, they’re excited about all they’ve learned and seen on their tour, and most are more than willing to take a few seconds in that moment to leave a positive review.

Instead of feeling like a transactional favor the company is asking for later, review requests from Old South feel like a natural continuation of the experience itself. It’s the difference between simply asking for reviews and designing a system that consistently earns them. 
 

PIXEL THIS
You know how you feel when you get an email that's supposed to be serious but the font they chose to convey their words is Comic Sans and you can't put your finger on why there's a disconnect? I don't want that person to ever be you, so here's a quick design tidbit from our Creativ Director, Ashley. 

Menus: Give It To Them 2 Ways 
Ever go to a restaurant's website to check out the menu, only to find you have to start an online order to do so?

It's my personal villain origin story, so I'm here to share some insight. In any aspect of your digital presence, your customers want to experience what it is like to be in your four walls before making a decision. This is why branding, logos, colors, vibes AND your visual menu are so important.

On your website, it's nice to highlight some menu items in written form on a page (great for search) but it is highly recommended to also have a button to view the PDF! You've spent a ton of time with a designer to make sure the flow is right, menu items are highlighted intentionally, etc. so why wouldn't you share that with your potential customers to turn them into actual ones? 

THE WORD
Nobody likes a know-it-all, especially when their use of buzzwords like these run rampant. Don't overdo it by adding these words to your daily vernacular, but now you know. 

Digital Storefront
This term, once reserved for ecommerce brands that conduct the majority of their business online, has evolved rapidly in the last few years so let’s discuss. 

For restaurants and brick + mortar businesses, digital storefront used to mean a website, maybe a couple of social profiles. A first impression of your brand, sure, but likely a secondary revenue stream, if one at all. 

Today, it’s how your website, Google Business profile, Instagram/Meta/TikTok, online ordering platform, reservation system, menu, email or SMS marketing, reviews, photography, search visibility and delivery app listings all work together to shape and influence customer perception and purchasing behavior. It’s the total online environment that makes or breaks your customer’s ability to find you, trust you, make a reservation or visit you, and your ability to consistently retain them as your guest.

Managing it well is no longer just a marketing strategy, but a foundational business priority imperative to long-term profitability and sustainable growth.

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