Benefits of posting to your Google Business Profile

Before diving into the setup, understand why investing time in your GBP matters:

It Improves local SEO

Google indexes your posts just like it does your website. If your GBP post contains relevant keywords (like women’s homeless charity, or children’s cancer support), it reinforces to Google what your organisation does. This can help your profile show up more often when someone searches for those terms, especially in local results.

Stronger visibility in AI results

Google often pulls data directly from GBPs (like opening hours, services, reviews, and posts) when generating AI Overviews. A complete, active profile makes it more likely your organisation will be referenced.

Keeps your profile fresh and active

An updated profile signals trust and reliability to potential supporters, partners, or clients. Stale profiles without regular updates can look inactive or neglected.

Engages supporters directly in search

Posts show up in the knowledge panel (your business profile) when people Google your organisation, meaning you can share updates without relying on social media algorithms.

Promotes events, resources, or campaigns

GBP posts can highlight things like fundraising campaigns, downloadable resources, blog posts, or toolkits and link directly to your website.

Drives measurable traffic

With UTM links, you can track how many people are visiting your website from GBP posts in Google Analytics.

Step 1: Find, claim, or create your profile

Check if a profile already exists. Visit https://business.google.com/uk/business-profile/ and sign in with a Google account tied to your organisation (preferably a shared admin account rather than a personal email). Search for your charity name. If a profile exists you can request access from the current owner.
If a profile doesn’t exist, create one. Use the guided setup on the GBP site. Enter your official organisation name, address (or service area if you’re location-independent), phone number, website, and category. Choose ‘nonprofit organisation’ (or the most relevant category) so Google understands what you do.
Set up a dedicated admin account. Use a shared Google account for GBP administration so access survives staff changes and can be managed by trustees or a designated comms lead.
Verify your profile. Google will usually ask to verify via postcard, phone, or email. Complete verification so you can edit all fields and publish posts.

Step 2: Complete the basics

Filling out the core information for your business accurately is low effort with a high payoff. Make sure you:

Use your official name and consistent branding. Your profile name should exactly match the name on your website and social channels.
Add your website URL and a donation link. If your donation page is buried, create a short landing page specifically for GBP traffic (e.g., yourorg.org/donate-now) so you can track clicks.
Choose accurate categories. Your primary category should be Nonprofit organisation or similar; add secondary categories for specific services (e.g., Mental health service, Homelessness charity).
Set up service or product entries (if relevant). Many charities add services like Crisis support, Counseling, Volunteer sign-up so those labels appear in the profile.
Add hours and accessibility attributes. If you run a helpline, drop-in or office hours, list them. Use attributes for accessibility (e.g., wheelchair accessible) where appropriate.

Step 3: Add high quality photos

Images greatly influence how people perceive your charity. High-quality photos look professional and add to your credibility.

Upload a logo and a clear cover photo. Your logo should be a square PNG; the cover photo should visually represent your mission (people, activity, or a hero image).
Add service photos and team images. Show real people, events, or community activities. Avoid stock photos if you can, as authentic imagery performs better.
Follow image specs. Aim for images that are at least 1200px wide for best results in the GBP panel. Use the same style and tone across images for visual consistency.

Step 4: Get reviews and manage them well

Reviews are one of the quickest and most effective ways to build social proof. These are the trust signals that reassure people they can trust you.

Google Business Profile: A step-by-step guide