In the run-up to Christmas, lots of people search for shops, restaurants and services nearby, and they often decide based only on what they see in Google Maps. That makes your Google Business Profile – the free business listing that appears in Search and Maps – the deciding factor. If people find outdated opening hours or unanswered reviews there, you’re going into the season with a handicap. Here are ten things to check before the rush hits.
1. Check who has access to your profile
Your business should own the profile – not a former employee or an agency. Review the list of people with access and remove anyone who no longer needs it. An agency or a colleague only needs the manager role; keep ownership for yourself.
2. Set your holiday hours
For public holidays, Christmas Eve, New Year’s Eve or inventory days, set special hours for specific dates. Your regular hours stay the same and reappear automatically after the holidays. Google calls this feature special hours, and you’ll find the steps in Google’s Help Center.
If you’re open longer during the season, for example on Saturdays in Advent, set that up the same way. Confirm your hours even if you’re open as usual. Otherwise, Google may show a note on your profile that your holiday hours might differ.
3. Check your categories
Your primary category strongly affects which searches you show up for. Choose the one that most precisely describes your main business, and use additional categories to cover your other services. If a pastry shop also bakes custom cakes, that should be in its categories, too.
4. Update your business description
In the description, say what you do, who it’s for and what sets you apart. You can mention seasonal information, such as selling gift cards or offering a Christmas menu. But links, sale prices and discounts don’t belong in the description – that’s what posts are for.
5. Add products and services
The products and services section works like a small catalog right in Maps. Add seasonal items: gift sets, gift cards, a Christmas menu or seasonal services such as tire changes. Give each one a photo, a short description and, if possible, a price.
6. Add fresh photos
People like to see what a place looks like before they visit. Upload current photos of your interior, exterior, team and products – Christmas decorations welcome. Remove your own old photos that show a different entrance or furnishings, so customers don’t get lost.
7. Publish posts with offers and events
Posts appear right on your profile. For the season, the Offer type with an end date (and optionally a code) works well, as does the Event type – for example, a Christmas tasting, a market or extended hours. Add a button linking to a specific page on your website, and publish the post well ahead of time, not on the day of the event.
8. Reply to reviews
Before the season, go through your reviews and reply to older ones, too. Keep replies to positive reviews short and personal; reply to negative ones factually, with an offer to make things right. Ask for new reviews systematically – our three templates for getting reviews will help.
9. Check Q&A and attributes
If your profile has a questions and answers section, check that there are no unanswered questions or incorrect answers from strangers. Google keeps changing these features, so not every profile has it. That’s why you should also add answers to common questions – parking, card payments, wheelchair access – to your profile attributes and your website.
10. Check your contact details and website link
The phone number on your profile has to be one someone will answer during the season. The website link should lead to the most relevant page, not always the homepage. If you add UTM parameters to it (tags in the URL that tell Google Analytics where a visit came from), you’ll see how many people came from your profile. If you offer online booking or ordering, add a link to that as well.
Quick checklist
- Ownership and access are in order.
- Holiday hours are set for every day of the season.
- The primary category fits, and additional ones cover your other services.
- The description is up to date, with no links or promotions.
- Seasonal products and services are on the profile, with photos.
- Photos are current.
- A post with an offer or event is published.
- Reviews have replies.
- Attributes and answers to common questions are filled in.
- The phone number and website link work.
Example: a pastry shop before Christmas
Picture a pastry shop that sells Christmas cookies to order in December. A month before the holidays, it sets holiday hours on its profile, including the days it will be closed after Christmas. It adds Christmas cookies with a photo to its products and publishes an Offer post with the deadline for orders. In the description, it adds that it also makes desserts for company gatherings. It replies to reviews from the summer and puts a QR code on the counter that leads straight to the review form. After the holidays, it compares the number of calls and direction requests in the Performance section with a regular month.
After the season: check your stats
In the Performance section, you’ll see how many people called you, requested directions or clicked through to your website from your profile. Compare the season with a regular month and note what worked. Then don’t forget to return seasonal items and posts to normal. If you want to fine-tune your profile outside the season too, continue with our article on how to get your business to the top of Google Maps, and read how your profile and website work together in local SEO.
Frequently asked questions
How long does it take for profile changes to show up?
Some edits appear quickly; others take longer to go through Google’s review. That’s why you should make changes well ahead of time, not the day before the holidays.
Do I need to set holiday hours even if I’m open as usual?
It’s worth confirming them. People often ask before the holidays whether you’re open, and confirmed hours give them certainty. Google may also prompt you to fill them in before the holidays.
How often should I add posts?
Before and during the season, whenever you have something new – an offer, an event or a change in hours. Regular posting beats one post a year.
Can an agency manage my profile?
Yes, as a manager. But ownership should stay with your business so you don’t lose access if you switch providers.
If you’re not sure what shape your profile is in, or you don’t have time to fine-tune it before the season, get in touch. We’ll take a look and tell you what to fix first.
