How to Set Up and Update Your Organization’s Google Business Profile

One of the easiest and most effective ways for your organization to be found online is through your Google Business Profile. In fact, creating and maintaining your organization’s Google Business Profile is one of the easiest wins for your efforts to boost your website’s Search Engine Optimization (SEO). It helps your community quickly see your location, hours, services, photos, and reviews right in Google Search and Google Maps.

Setting it up and keeping it updated doesn’t require technical expertise — just a bit of time and consistency. Here’s a clear, step-by-step guide to help you create your profile, and a few tips to keep it current.

Why a Google Profile Matters for a Local Organization

When someone searches for your organization online, or looks up its location or phone number, your Google profile is often the first thing they’ll see. This is precisely the reason why it’s important to have a complete and accurate profile! Your Google Business Profile helps you build trust, makes your organization easier to locate and contact, and helps the community understand exactly what you offer. These days, it’s actually quite odd for an organization NOT to have a Google Business Profile, so don’t miss out! Failing to create one can make your organization seem less trustworthy, even illegitimate or fake. People expect to find you on Google!

How to Set Up a Google Business Profile for Your Senior Center

The first step is to set up your profile and enter the information that online searchers typically want to know. Just as important will be regularly updating the information, especially time-bound items like hours and events. Here’s how:

Step 1: Sign In or Create a Google Account

You’ll need a Google account to manage the profile. Ideally, use a shared, professional email address (not a personal one) so other staff can access it if roles change.

Step 2: Find or Create the Profile

In your browser, go to Google.com and search for your organization’s name.

• If a profile already exists, you may see a “Claim this business” option.
• If nothing appears, go to the Google Business Profile page and click “Start now.”

Step 3: Enter Your Basic Information

You’ll be asked to provide:

• Your organization’s name (use the official name consistently)
• Address (or service area, if applicable)
• Phone number
• Website (if you don’t have a website, this free guide can help you create one)
• Category (choose the closest match)

Accuracy is important. Make sure the information you enter matches what’s on your website and printed materials.

Step 4: Verify Your Profile

Google will require verification to confirm that your organization is legitimate. This is usually done by requesting that a postcard containing a verification code be mailed to your physical address, although phone or email verification may also be available. Once verified, your profile will become publicly visible.

How to Improve Your Google Business Profile After Setup

After you successfully setup your organization's Google Business Profile, consider these next steps to truly stand out.

• Add a detailed description: Write a clear, friendly description explaining what your organization offers, who it serves, and what makes it special. This is a great place to mention programs, events, or community partnerships.
• Upload photos: Photos make a big difference! Add pictures of:
• The building exterior (to help visitors recognize it)
• Common areas and activity rooms
• Guests/Members attending events or classes (with permission)
• Outdoor spaces
• Your Staff
• Bright, welcoming photos help people feel comfortable before they ever visit.
• Set accurate hours: List your regular hours, but don’t forget to post special hours for holidays or closures. Nothing frustrates visitors more than showing up to a closed building that Google said was open.

How to Keep Your Google Business Profile Updated

Now that's your profile is finished, it's important to continue to update it occasionally. Here are some of the specific updates your audience might expect:

• Edit information as it changes: Any time your phone number, hours, services, or address changes, update your profile right away. Log in, select your profile, and choose “Edit profile.”
• Post news and events: Google allows short posts for announcements, events, and reminders. Posting about upcoming activities, events, or special programs shows that your organization is active and engaged.
• Respond to reviews: Reviews matter! Thank people for positive reviews and respond politely to concerns. This shows professionalism and care for your community.
• Check messages and questions: Some profiles allow users to message or ask questions. Assign a staff member to check these regularly so inquiries don’t go unanswered.
• Make updating your Google Business Profile a habit: The easiest way to manage a Google profile is to check it once or twice a month. A quick review ensures information stays accurate and your organization continues to make a strong first impression.

With a well-maintained Google Business Profile, your organization becomes easier to find, more trustworthy, and more connected to the people who need it most. Need some more tips to elevate your online presence? LPi assists thousands of organizations nationwide with their websites and communication. We’d love to help!