GOOGLE BUSINESS PROFILE TRAINING UTAH OFFICE OF TOURISM ELEV8 PROGRAM SEPTEMBER 2026
UTAH OFFICE OF TOURISM
Google Business Profile (GBP) Training UTAH OFFICE OF TOURISM ELEV8 PROGRAM SEPTEMBER 2026
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An Open 24-7 Storefront GOOGLE BUSINESS PROFILE GBP TRAINING
GBP GOOGLE SEARCH & MAPS A Google Business Profile (GBP) is a free digital storefront that displays key business details to users across Google Search and Maps. Key for in-market mobile visitors, it compiles operations, imagery, interactive tools, and real-time activity updates into a single profile.
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GBP GOOGLE SEARCH & MAPS Key elements of a Google business profile: ●
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Core Business Details: Clearly communicate business name, categories, Name/Address/Phone NAP, location pin, website and booking link, operating hours, 750-word business description, opening date. Services, Products & Menus: Identify a service list with prices/price ranges, a product catalog or menu. Customer Engagement: Respond to reviews & ratings, direct messages, and offer real-time updates. Visual Media: Add photos, videos and branded imagery. Attributes & Highlights: Provide accessibility, amenities (free wi-fi, pet-friendly), business attributes (woman-owned) and planning details. 5
WHY GBP MATTERS Show up right when visitors ask, what’s near me and open now?
GBP maintenance boosts visibility in Google Search and Maps leading to: ● ●
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Higher Local Search Rankings: Google prioritizes active, fully-optimized profiles. Increased Direct Bookings & Sales: Makes it easy for high-intent mobile users to call, get directions or book immediately. Avoids Frustration: Outdated info, incorrect seasonal hours, or temporary closures create poor customer experiences. Builds Trust & Social Proof: Collecting and responding to customer feedback publicly shows value of feedback and dedication to quality. Outperforms Competitors: Many set it and forget it. Weekly or monthly maintenance gives a competitive edge in local searches. 6
COMMUNITY IMPACT
A single unverified or incorrect business listing in a small town impacts the entire local tourism economy. If a flagship diner displays incorrect hours, visitors leave dissatisfied, affecting adjacent boutique hotels, outfitters and local retail stores.
Stakeholder
Primary GBP Challenge
Economic Impact of Optimization
Local Outfitters
Seasonal operational hours & booking friction
Direct booking conversion & reduced missed calls
Independent Hoteliers
Matching prices and availability with OTAs (online travel agencies, i.e., TripAdvisor, Expedia, Booking.com)
Higher direct booking margins vs. commissions. Higher booking margin overall, as GBP optimizations can amplify OTA bookings and Google Hotel Ads.
Restaurateurs
Managing peak-season wait times & menu accuracy
Higher table turn rate & increased foot traffic
State Parks
Communicating real-time conditions (trail/weather closures, fee updates, capacity limits)
Reduced visitor frustration, improved park safety, and increased day-use fee revenue
Annual Festivals
Temporary event listings and seasonal visibility vs. year-round inactivity
Higher advance ticket sales, maximized foot traffic, and better regional tourist turnout
Spas & Wellness Centers
Displaying real-time appointment availability and service menu pricing
Reduced scheduling drop-offs, higher high-margin add-on sales, and increased recurring bookings 7
Building a Power Profile GOOGLE BUSINESS PROFILE GBP TRAINING
SET UP & VERIFICATION
Best practices for GBP set up & verification: ●
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Consistency is key across the web. This applies to words and phrases used for your business name, address, services, categories, and attributes across all media channels.
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Business Name & Name/Address/Phone NAP Consistency: Name consistency across the web is a fundamental ranking signal. Pin Location & Service Area: Define physical location versus Service Area Business SAB status is critical. Primary Category & Secondary Categories: Highlight business vertical: Outfitters/Kayak Rental Agency; Hotel/Bed & Breakfast; Visitor Center; Restaurant/Italian Restaurant. Attributes: Define additional services. ○ Accessibility: Wheelchair accessible, parking, public restrooms ○ Amenities: Free wi-fi, public restrooms, pet-friendly, EV charging stations ○ Atmosphere: Cozy, historic, family-friendly, patio seating ○ Planning: Reservation required, seasonal options
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VISUAL PRESENCE Visual assets like photos and video directly drive click-through rates. Businesses with over 100 photos receive more calls and more website clicks than average listings.
Best practices for GBP images: ● ● ● ● ●
Exterior: Daytime and dusk shots showing entrance from primary street/highway Interior/Ambiance: Dining areas, guest rooms, equipment setup areas, front desk Product/Action: Signature food dishes, active tours, scenic vistas Video 30 sec max): Quick walk-through, gear safety demos, seasonal scenery User-Generated Content UGC Monitor these monthly and flag blurry, incorrect or irrelevant photos via GBP reporting tools 10
Maintain Like its Social Media GOOGLE BUSINESS PROFILE GBP TRAINING
REVIEWS Requesting reviews in-the-moment, rather than waiting, can increase your number of positive responses.
Responding to positive reviews: “Thank you for visiting Business Name] during your trip to Town Name], Visitor Name]! We're thrilled you enjoyed Specific Feature, e.g., the morning raft trip]. Safe travels home, and we hope to see you next season!ˮ
Key elements when asking for reviews: ●
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QR Code: Display customized QR codes on trail maps, guest room check-out cards, dining receipts, and gear return stations. Post-Trip Email/SMS Trigger a review request within 2 hours of tour/experience completion or hotel check-out. Respond to 100% of Reviews: Review responses signal an active business to both Google algorithms and prospective travelers.
When a review is negative: 1. 2. 3.
Acknowledge the issue calmly within 24 hours, without defensiveness. Highlight your commitment to hospitality. Move the discussion offline (e.g., "Please contact our General Manager directly at owner@townbiz.com"). 12
GOOGLE POSTS
Google Posts function as free micro-announcements on your map listing. Use them to announce trail conditions, seasonal closures, or weekly specials.
Types of Google Posts: ● ●
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Update Posts: Announce changes in operating hours or road construction alerts. Event Posts: Highlight live music, seasonal festivals, or guided night tours with specific start and end times. Offer Posts: Promote early-bird booking discounts or weekday lodging packages with clear coupon codes. 13
GBP WEEKLY & MONTHLY CHECKLIST Add this list to your marketing editorial calendar to maintain your presence.
Weekly: ● Respond to Reviews: Reply to all reviews — positive and negative — using the template on Slide 12. ● Publish 1 Google Post: Highlight current seasonal conditions, specials or upcoming events. Bi-Weekly: ● Upload 35 High Resolution Images: Enlist a staff photographer to take and then post photos of the exterior, active tours, seasonal dishes, etc. Monthly: ● Verify Business Hours: Update hours, especially if your travel & tourism business varies in hours seasonally. ● Audit UGC Review User-Generated photos and flag any that are irrelevant or policy-violating. ● Review Performance: Watch for a decrease or increase in calls, website clicks and search queries. Quarterly: ● Update Products & Services: Add or change menus and booking links. 14
GBP SUMMARY GBP is a simple channel to include in your marketing mix with impactful content for visitors. ● ● ● ● ●
Higher Local Search Rankings Increased Direct Bookings & Sales Avoids Customer Frustration Builds Trust & Social Proof Outperforms Competitors
RESOURCES ● Setting up a Google Business Profile ● Optimizing a Google Business Profile for Search Discoverability
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Thank you!
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