Getting The Most from Your Google Business Profile with Photos

Humans are very visual creatures and they want instant gratification whenever possible. So using photos in your Google Business Profile can have a big impact on the message you are trying to convey. And Google has come a long way in recent years to make it easier for businesses like yours to benefit from the right imagery in the right spots. 

Google uses complex artificial intelligence (AI) to understand the context of photos, text, logos, image quality, and more. This AI then sorts through potential results for a given search to display the most relevant information in response to a person’s query. 

Think of a potential customer doing a local search for wedding rings. In addition to the local search results, Google has the ability to pull relevant images from business profiles like yours and display them in the list of results.

So with your photos displayed at the top of a potential customer’s local search results, you have a significantly higher chance of that viewer clicking on your image and converting them to a customer. That takes into account both the visual aspect of a search result and the instant gratification of finding what the inquiry was intending to find. (See also 10 Business Profile Factors That Can Boost Conversions)

Given these factors, the right images placed strategically can have a tremendous impact on how your business is perceived online. In fact, Google states that businesses with photos in their profiles receive a higher number of requests for directions than those businesses without photos. That should be enough of an endorsement for any business to include photos on their Google Business Profiles. And the more photos the better. 

As photos are added to a Google Business Profile, that profile then has a distinct advantage over those with fewer or no images at all. With over 100 images on a profile, that business tends to get over three times more website visits, over five times the number of direction requests, and three times more phone calls than a profile that has 51 to 100 images. All that put together can certainly improve local search performance over having too few images or none at all.

But it doesn’t stop there. More images on your business profile also lead to more search views and map views for your business. A profile that features over 100 photos averages over 3 times more search views and nearly six times the number of map views over a profile with over 50 images but fewer than 100. 

These same ratios are seen on direct search results where a customer searched directly for a business, as well as discovered results where the customer searched for a product or service offered and they were directed accordingly based on the number of high-quality photos found in the Google Business Profiles based on relevancy. 

However, there are certain things to consider when adding photos to your Google Business Profile so you can enjoy the benefits they bring to your business.

Here is a graphic that shows the number of website visits, direction requests and phone calls for 4 of our customers, based on the number of original business related photos in their Google Business Profile.

Google’s terms of service outline what and how photos can appear on your business profile. It’s important to follow these guidelines so your business can get local exposure in many places, such as SERPs, product photos, and Google Maps across all devices. 

Here are some guidelines to follow so that you can add images to your profile while also satisfying Google’s requirements: 

• Stay away from images that were created by other parties and not for your specific intended purposes. As well, do not use screenshots, GIFs, or stock photography. These images should be unique to your business.
• Using photos that were taken at your business location helps your brand show up in relevant searches. Your photos could be removed from your profile if the subjects of the images do not meet the relevancy of the location. 
• While stylistic manipulation of images, like applied filters, is acceptable for your Google Business Profile, the adjustments should be minimal without adding borders, text, collages, or other effects.
• Images should be clear and recognizable so that viewers can see the environment intended, so photos that are too dark, blurry, display significant rotations, or those that use filters making it difficult to understand what is being presented are not acceptable. 
• Although precise requirements may vary by photo type and point of upload, photos must feature appropriate resolution. 
• When using 360° photos, the top or the bottom 25% of the equirectangular image, the zenith and the nadir respectively, can feature superimposed content but only on one or the other, not both and not the middle 50%.
• On a traditional photo, superimposed content cannot exceed 10% of the image and must only be on one edge.
• Any text or graphics superimposed onto the photo must be relevant.
• Keep distracting superimposed content off your images as these are not permitted by Google.
• Certain photo formats are accepted while others will be rejected. You may use only JPG or PNG style photos that are 10KB to 5MB in size. These photos should have a minimum resolution of 250 pixels high by 250 pixels wide with a recommendation for 720 by 720.

There are several ways you can present your imagery to reflect your business on your profile to make it more appealing to viewers. Once you have verified your Google Business Profile, you can add photos to include:

• Your Logo - You can enhance your recognizability with a logo to display your brand. Your business logo, which in most cases would be your profile picture, will be highlighted when you have your basic company information displayed, like hours of operation, address, and phone number. 
• Cover Photo - Google allows you to set a specific image to display as your primary at the top of the profile, although there are cases when this image will not necessarily be the first displayed. 

Business Photos - Using the right imagery can attract customers so it’s important to feature the aspects of your business that are most relevant to inform the viewer with a simple glance. Examples of these would be category-specific photos that show different aspects of your business, helping potential customers with their purchase decisions.

To increase the chances that your Business Profile appears in Google search results and Maps, use your photos to highlight the features of your business that will attract the most attention and draw customers in to make a purchase. The photos you choose can also help your business stand out from the local competition. 

Here are the business-specific photos you can add to your profile:

• Exterior Photos - An exterior shot of your business can help customers find your location with ease when searching on Google Maps. It’s best to include at least three images using different angles to cover your entire business front. And as the world looks slightly different at different times of the day, you can take photos during the morning, afternoon, and evening.
• Interior Photos - Taking photos of the interior of your business can give customers an idea of the atmosphere they can expect when they come inside. Use at least three images that show customers what it’s like for them when they walk in the door, making them feel more comfortable from the moment they enter as there is a sense of familiarity.
• Product and Service Photos - These images will give customers a clear view of what you have to offer. Add a minimum of three product images that will draw interest. Or if you are a service-based business, you can display your operation in action to show the kinds of services you provide.
• Food and Drink Photos - Help your customers build an appetite and give them an idea of where to eat, along with some visuals on what they can order when they arrive. Take photos in good lighting where you can highlight at least three of your most popular items. 
• Common Areas - Capture the layout of your business with at least one image of each common area. This can allow you to showcase the lobby, waiting area, breakfast room, exercise space, or any other parts of your business that help your customers to feel welcome and see where they will be active within the facility. 
• Rooms - If you’re in the hospitality business, you know how important it is to ensure customer expectations are met. Many travelers rely on photos to convey what they are likely to see in their room when they choose to stay with you. Using at least three photos, try to display the features of each room clearly so the customer knows what they can expect and where to find what they need in the space. Plus, you can show the various room types you have available so that the customer has options. 
• Team Photos - Give your business some personalization so that you’re not just a company but so that customers can see that there are happy people working together to make their experience with your business more enjoyable. Make sure you include photos of management and staff in a less formal setting to make it more personal. Showing lots of smiles can create a feeling of warmth and display a welcoming atmosphere.
• Business Posts- Making use of photos in your business posts on an ongoing basis offers a way to enhance your local search exposure. Each time you post, add the appropriate photos to draw attention to the post and to your business profile. It’s a great way to keep your messaging fresh and in front of potential customers. 

Just about any business can benefit from adding photos to their Google Business Profile (formerly Google My Business). It’s an excellent way to show your potential customers what you offer, how you operate, and what they can expect when doing business with you. And people who find your business by searching Google Maps online, whether at home or using mobile devices, will get a taste of what your business is about so that when they do reach out to you, they’ll feel more familiar with your business overall. 

But before you can add photos to your Google Business Profile, you must first verify it. It’s easy to do and will not take long at all. For help in setting up your profile, including the addition of photos, the experts at Conscious Commerce are ready to help. 

Reach out to our team of professionals and make the most of your Google Business Profile today so you can attract new customers and see the benefits for your business.