Why Every Photographer Should Take Their Google Business Profile Seriously In The Age of AI
For years, Google Business Profile (formerly Google My Business) has been one of the most valuable free marketing tools available to photographers.
Most people think of it simply as a way to appear on Google Maps or in local search results. And whilst that’s certainly true, its importance has grown significantly in recent years.
As AI continues to reshape how people search for businesses online, having an active, well-maintained Google Business Profile is no longer just a ‘nice to have’. It’s becoming an increasingly important part of building trust, authority and online visibility.
If you’ve neglected yours for a while (or perhaps never claimed it in the first place), now is a great time to change that.
Why Your Google Business Profile Matters More Than Ever
Search has changed dramatically over the past few years.
Potential clients no longer rely solely on typing keywords into Google and scrolling through pages of results. Increasingly, they’re using AI-powered search experiences to help them find businesses, compare options and make decisions more quickly.
To provide useful recommendations, these search tools rely on trusted, structured information from a variety of sources. Your website is still incredibly important, but it isn’t the only place that helps search engines understand your business.
Your Google Business Profile provides valuable information such as:
- what you do
- where you’re based
- the areas you serve
- your opening hours
- your contact details
- customer reviews
- photographs
- recent updates
- frequently asked questions.
When this information is complete, accurate and regularly updated, it helps reinforce that your business is genuine, active and trustworthy.
Think of it as another important piece of your overall visibility strategy, alongside your website, SEO, blogging and PR.
What Does AI Have to Do With It?
When most people think about AI, they picture tools like ChatGPT or Claude answering questions or generating content. But AI is also changing how people discover local businesses.
AI-powered search is helping users find recommendations without needing to click through multiple websites. Whether someone asks for “the best newborn photographer near me” or “a wildlife photography workshop in Scotland”, AI is looking for reliable information from trusted sources to help answer that question.
Rather than relying on a single webpage, search engines build confidence by comparing information from multiple places across the web.
Your website is one of those sources. Your Google Business Profile is another. So are your customer reviews, media coverage, directory listings and other reputable mentions of your business.
The more consistent, complete and trustworthy those signals are, the easier it is for search engines to understand who you are, what you specialise in and where you work.
Whilst no one outside the major technology companies knows exactly how every AI search system ranks or recommends businesses, businesses with strong, well-maintained and consistent online profiles are in a far better position than those with incomplete or outdated information.
This is why completing your Google Business Profile and updating it regularly is important.
It’s About More Than Showing Up on Google Maps
Many photographers assume Google Business Profile is only relevant if someone searches for something like “family photographer near me”.
While local visibility remains one of its biggest strengths, your profile also contributes to the bigger picture of your online presence.
Google wants to recommend businesses it trusts.
A complete profile, recent activity, positive reviews and accurate information all help demonstrate that you’re an established business providing a good experience for your clients.
These are exactly the kinds of signals that support your wider online credibility.
How to Optimise Your Google Business Profile
1. Complete Every Section of Your Profile
One of the biggest mistakes I see is photographers creating a profile and only filling in the absolute basics. Every section exists for a reason, so ensure to take the time to complete yours.
The essential fields to complete, include:
- business description
- services
- business category
- service areas
- contact details
- website link
- opening hours
- booking information.
The more complete your profile is, the easier it is for Google to understand exactly what you offer and who you help.
2. Keep Your Information Up To Date
It sounds obvious, but many profiles contain outdated information.
Perhaps you’ve changed your website address, moved studio, expanded the areas you cover or introduced new services.
Your Google Business Profile should always reflect your current business. So, set yourself a reminder every few months to check that everything is still accurate.
3. Add New Photographs Regularly
As photographers, this is one area where you have a huge advantage over businesses that lack visual assets.
Google likes to see active businesses, and regularly uploading new photographs helps demonstrate exactly that.
You could upload:
- recent client work (with permission)
- behind-the-scenes images
- your studio
- exhibitions
- workshops
- awards
- team photographs
- seasonal portfolio highlights.
Simply adding a few fresh images every month helps keep your Google Business Profile looking active and professional.
4. Encourage More Customers To Give 5* Reviews
Most photographers understand that reviews help persuade future clients. But they also serve another purpose: positive reviews provide fresh, authentic content about your business for AI to crawl.
In their testimonials, clients may naturally mention the type of photography you provide, the location, the experience and what they valued most about working with you. This all helps reinforce what your business is known for, and helps AI understand your specialisms and what makes your business different.
So, rather than only asking clients for reviews occasionally, make it part of your client workflow so every happy customer has the opportunity to leave one. And if they don’t, there’s no harm in politely chasing!
5. Always Respond to Reviews
This is one of the most overlooked opportunities. Every customer review deserves acknowledgement and a thoughtful reply.
Not only does it show appreciation for your clients, but it also demonstrates that you’re actively managing your business.
Where appropriate, in your reply, naturally mention the service you provided or the location you work in.
For example, instead of simply writing: “Thank you so much!”…
You could write: “Thank you so much for your lovely words. It was such a pleasure photographing your family in the New Forest, and I’m delighted you enjoyed the experience.”
There’s no need to force keywords into every response, but thoughtful replies help add useful context whilst showing future clients that you genuinely value their feedback.
6. Share Occasional Business Updates
Google Business Profile allows you to publish updates, much like a simplified social media post.
This could include:
- your latest blog article
- seasonal mini sessions
- awards
- exhibitions
- photography tips
- workshop announcements
- behind-the-scenes updates.
You don’t need to post to your Google Business Profile every day. Even publishing something once or twice a month helps show that your business is active and engaged.
Think of Your Google Business Profile as Part of Your Visibility Strategy
One of the biggest mistakes photographers make is treating every marketing activity as separate;
Your website lives in one place. Your blog somewhere else. Your PR somewhere else again.
In reality, they’re all connected:
- Your Google Business Profile supports your website
- Your blog gives you valuable content to share as profile updates
- Your customer reviews reinforce trust
- Your PR helps build authority.
Together, they create a much stronger online presence than any one marketing activity could achieve on its own.
Small Actions, Long-Term Benefits
The good news is that maintaining your Google Business Profile doesn’t require hours every week. Spending just 15 minutes each month can make a real difference.
Each time you come to update your profile, you could:
- Upload a few recent images
- Respond to any new reviews
- Share a quick business update
- Check your information is still accurate.
As search continues to evolve, and AI becomes an increasingly important part of how people discover businesses online, these small, consistent actions can help strengthen your visibility, build trust and make it easier for potential clients to find and choose you.
If you’ve been focusing all your marketing efforts on social media, perhaps it’s time to give your Google Business Profile the attention it deserves.
Related: Free Google Tools To Help Clients Discover Your Photography Business
Help To Get Strategic Marketing Tasks Done!
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