Google Business Profile
The single most powerful free action you can take to be found by local clients — set up once in under an hour, pays dividends for years.
- Claim and fully complete your Google Business Profile from scratch
- Know which fields matter most for appearing in local search
- Have a simple, repeatable system for collecting Google reviews
- Maintain your profile in 15 minutes a month
Your shop window on Google — and most agents leave it empty
When someone searches "travel agent near me" or "travel agent in [your town]," Google doesn't just show a list of websites. It shows a map with three businesses highlighted — photos, star ratings, opening hours, and a direct call button. This is called the local pack, and it appears above the organic search results.
Google Business Profile controls your entry in that map. It's completely free, takes about an hour to complete, and once live it works for you 24 hours a day with almost no ongoing effort. Yet the majority of independent travel agents either haven't claimed theirs, or have a profile that's half-finished and costing them business.
This course walks you through every step — from claiming to completing to maintaining — so you never miss a local search again.
The local pack — and where you need to be
The top listing gets the most clicks, calls and direction requests. Star rating, review count and profile completeness directly influence your position. A fully complete, actively maintained profile with recent reviews consistently outperforms competitors — even those who have been trading longer.
Gather these before you begin
Having everything ready before you start the setup will cut the time in half.
- A Google or Gmail account (personal is fine — you can add team members later)
- Your exact business name, address or service area towns, and phone number
- Your Travelgenix website URL
- Your opening hours including bank holidays
- A business description — up to 750 characters (you'll write this in Step 7)
- At least 8–10 good quality photos — see Step 10 for exactly what to include
Setting up your Google Business Profile
Go to business.google.com and sign in
Open a browser and visit business.google.com. Click "Manage now" and sign in with your Google account.
Search for your business name
If your business appears: click it and select "Claim this business" or "Manage now."
If nothing appears: click "Add your business to Google" and create a new listing.
Choose your primary business category
Select Travel Agency as your primary category — this is the most important field for determining which searches you appear for.
You can add secondary categories too: Tour Operator, Cruise Agency, Honeymoon Travel Service. Add any that genuinely apply.
Enter your address or set a service area
Physical office: enter your full address. This enables you to appear on Google Maps when people search nearby.
Home-based: choose "I deliver goods and services to my customers" and set service area towns instead. Your home address stays private while you still appear in local search.
Add your phone number and website URL
Add your primary business phone number and your Travelgenix website address. Your homepage URL is fine.
Start the verification process — do this today
Google sends a postcard with a 5-digit code to your business address. This takes 3–7 working days. Start it now and continue completing the rest of your profile while you wait.
Write your business description — use all 750 characters
Google allows 750 characters. Use them. Include your specialist destinations, holiday types, location, ABTA/ATOL status, and what makes you different. Write naturally — not as a keyword list.
Framework: "We're an independent travel agency based in [Town], specialising in [type of holiday]. With [X] years' experience and full ABTA/ATOL protection, we create personalised holidays to [destinations] for [client type]. [Your USP]."
Don't keyword-stuff your business name
Adding keywords to your listing name (e.g. "ABC Travel — Best Holidays Manchester") violates Google's guidelines. Your business name should be exactly what it is, nothing more.
Set your opening hours accurately
Add standard hours and special hours for bank holidays and any planned closures. Inaccurate hours are one of the most common causes of negative reviews.
Add your services — every holiday type you offer
In the Services section, list every type of holiday you sell, each with its own title and description. This content is indexed by Google and increases the range of searches you appear for.
Examples: Honeymoon Holidays, Family Beach Holidays, Ski Holidays, Luxury Safari, River Cruises, Group Tours, Last Minute Deals, Tailor-Made Itineraries.
Upload your photos — this step is skipped by most agents
Profiles with photos receive 42% more direction requests and 35% more website clicks. Upload at minimum:
- Your logo — clear, square format
- A cover photo — a stunning destination image relevant to your specialisms
- A photo of you or your team — people book with people
- 5–6 destination images for your main selling destinations
- ABTA and ATOL logos if applicable
Switch on Google Messaging
Found in your profile settings. This lets potential clients send you a message directly from your Google listing without having to call first. Respond within a few hours — Google monitors response time and factors it into your ranking.
Publish your first Google Post
Google Posts appear inside your listing and are indexed by Google. Write a short post about a current deal, a destination you love, or a quick travel tip. Posts expire after 7 days — commit to one new post every week from now on. It takes five minutes and directly improves your search visibility over time.
Your 5-minute weekly habit
Every Monday morning, write one Google Post — a deal, a destination idea, or a short travel tip. This single habit keeps your profile active and signals to Google that you're an engaged, current business. Profiles that post weekly consistently outrank those that don't, even with fewer reviews.
Travelgenix tip
When you add your website URL, make sure it points to your Travelgenix site. Your Travelgenix website is already mobile-optimised and fast-loading — two factors Google checks when ranking your profile. If you're unsure of your site URL, log in to your Travelgenix dashboard or contact your account manager.
For more experienced marketers
Use the Q&A section as a hidden SEO asset
The Q&A section on your profile lets anyone ask and answer questions — including you. Don't wait for customers to ask. Proactively add your own frequently asked questions and answer them yourself. Questions like "Are you ATOL protected?" , "Do you charge booking fees?" and "What destinations do you specialise in?" are exactly what potential clients want to know — and each Q&A is indexed by Google independently.
Stack your Google Posts with seasonal keywords
Your weekly Google Post is indexed by Google — not just a freshness signal. Include destination names and specific phrases naturally: "We've just launched our 2025 Maldives honeymoon packages." Over 52 posts a year, this creates a meaningful cumulative SEO effect. Competitors won't even realise it's happening.
Create separate profiles for clearly distinct brands
If you operate a clearly distinct specialist brand alongside your main agency — for example, a dedicated honeymoon brand — a separate, fully completed Google Business Profile for that brand could appear twice in the local pack for niche searches. This requires genuinely separate branding and contact details to comply with Google's guidelines. Check Google's Business Profile policy before attempting this.
Common mistakes that hurt your ranking
- Leaving the profile incomplete — Google actively deprioritises incomplete listings
- Adding keywords to your business name — this violates Google's guidelines
- Using a P.O. box as your address — Google may suspend the listing
- Not responding to negative reviews — future clients read your responses
- Setting it up once and never returning — activity signals are a real ranking factor
Your 15-minute monthly routine
- Respond to all new reviews — every single one, positive and negative
- Add 1–2 new photos — destination shots, seasonal imagery, client trip photos with permission
- Check the Q&A section and answer any new questions
- Update hours for any upcoming bank holidays or closures
- Confirm you've been posting at least weekly — this single habit compounds into significant ranking gains
What to expect and when
| When | What to expect |
|---|---|
| Days 1–7 | Verification arrives. Profile goes live and is visible in Google Maps. |
| Weeks 2–4 | Google begins indexing your listing. First appearances in local search. Your Services content starts ranking for specific searches. |
| Month 2–3 | Reviews accumulate and directly boost your position. Regular posting keeps the profile fresh and signals activity to Google. |
| Month 3–5 | Consistent appearance in local results. Starting to appear in the map section (local pack) for "[travel agent] [your town]" searches. |
| Month 6+ | With 20+ reviews and consistent posting, you should appear in the top 3 local results for relevant searches in your area. |
Lesson completion checklist
📄 Download the Course 01 Workbook
Your step-by-step action sheet, fill-in templates, and monthly review checklist — all in one printable document.