Content specifications for Google Business Profile

Quick answer: on Google Business Profile, you should upload real photos, short videos, up-to-date information, and useful posts. The content should be clear, recent, and represent the business well. A well-kept profile improves local ranking and increases the chances that a user chooses your business over competitors with a worse presentation.

Why profile content matters

Google Business Profile is, for many local businesses, the first impression. People don't reach the website: they reach Maps, see a photo, hours, and reviews, and decide whether to call, open the website, or move on to the next result. The content is what makes that decision favorable. Keeping the profile active also sends activity signals to Google and usually improves local visibility.

Videos

Prioritize short videos (between 15 and 60 seconds), lightweight and easy to understand. Show the location, team, product, process, experience, or an event. Avoid pieces that are too promotional if they don't add local information: the profile works better with material that answers a potential customer's real questions ("what's it like inside?", "how do they work?", "does it look well kept?").

Technically, go for a 16:9 format or a well-framed vertical one, clean audio, good lighting, and subtitles when there's a voiceover. If the video is meant to be reused on social media, follow the guidelines for the right bitrate and format so you don't lose quality when uploading it.

Photos

Use sharp, current, high-resolution photos: storefront, interior, team, product, dishes, facilities, or real work. Generic or stock images reduce trust and, in some cases, Google de-indexes them. It's worth including:

• A storefront visible from the street (helps the customer find you).
• An interior with natural light when possible.
• The team working, not posing.
• The product or service in real use.
• Details representative of the business's style.

Posts and updates

In addition to photos and videos, the profile supports post-type updates: offers, news, events. Posting regularly (not daily, but monthly) keeps the profile alive and takes advantage of new features that Google tends to give more visibility. Connect these posts to your editorial calendar so they aren't improvised.

Management

Plan updates in Studio and store photos, videos, permissions, versions, and results in Media. That way the profile doesn't depend on uploading any random image from a phone, and you avoid the typical problem of having old or badly cropped photos in place for years.

Checklist

• Is the photo real?
• Is it up to date?
• Does it look good on mobile?
• Does it represent the business?
• Do you have permission?
• Is the video short?
• Is there result tracking?

Metrics

Measure views, clicks to the website, calls, direction requests, messages, reviews, and physical visits. These metrics are available in the Google Business Profile dashboard itself. Local content should help people choose you, not just decorate the profile: if a section doesn't move any metric, it's worth reviewing the format or frequency.