How to Optimise Your Google Business Profile in Thailand

If you've read our complete guide to local SEO in Thailand, you'll know that your Google Business Profile (GBP) is the foundation of everything. Before you worry about your website's page speed, your backlink profile, or your content strategy — get your GBP right. It's the single action with the highest return for the least time investment in local search.

This guide walks through every section of GBP, what to fill in, and why it matters. I've reviewed hundreds of Thai business profiles and the same gaps come up again and again. Fill these gaps and you'll be ahead of most of your competition within a week.

Why your GBP matters more than your website for local search

When someone searches "Thai massage Chiang Mai" or "accountant near Thong Lo", the first thing they see is the Map Pack — three business listings displayed with a map, star ratings, and key information. That Map Pack is driven almost entirely by your Google Business Profile, not your website.

Your website matters for regular organic search results and for conversion once someone clicks through. But for local search visibility — the Map Pack that gets the most clicks on the page — your GBP is in the driving seat. A well-optimised GBP with strong reviews will outrank a competitor with a much better website but a neglected profile.

This is genuinely good news for small businesses. You don't need to invest in an expensive website redesign to compete locally. You need to spend a few focused hours on your GBP and then maintain it consistently.

Step-by-step: setting up your GBP correctly in Thailand

Go to business.google.com and sign in with a Google account. Search for your business — if it already exists, claim it. If not, create a new listing. You'll be asked to verify ownership, typically by receiving a postcard with a PIN to your business address. In some cases, phone or video verification is available and much faster. If you're waiting for a postcard in Thailand, expect 2–4 weeks.

Once verified, work through every section of your profile. Don't skip sections because they seem optional — the more complete your profile, the stronger your ranking signal to Google.

Business name, address, phone — getting the format right

Your business name in GBP must match your real-world business name exactly — what's on your sign, your receipts, your business cards. Do not add keywords to your name. "The Blue Elephant Restaurant" is fine. "The Blue Elephant Restaurant — Best Thai Food Chiang Mai" will get your listing suspended, and Google has been actively enforcing this rule.

For addresses, pick one format and stick to it. Use the same romanisation of your Thai address that you use everywhere else — your website, Facebook, and any directories. If you're unsure, use the address format that appears on Google Maps when you drop a pin on your location. Your phone number should include the country code (+66) and have spaces or dashes in the same format everywhere it appears online.

Choosing the right primary category

Your primary category is one of the most influential ranking factors in your entire GBP. Google uses it to determine which searches your listing is eligible to appear for. Be as specific as possible. If you run a Swedish massage clinic, don't just choose "Massage Therapist" — look for "Swedish Massage Therapist" if it exists. If you run a craft beer bar, don't just choose "Bar" — use "Craft Beer Bar" or "Pub".

You can also add secondary categories. A guesthouse with a restaurant might have "Guesthouse" as primary and "Restaurant" as secondary. Secondary categories expand your search footprint without diluting your primary relevance signal. Add up to five secondary categories if they genuinely describe parts of your business — but don't add categories just to appear in more searches if they don't match what you actually do.

Adding services and products

Under the Services tab, you can list every service you offer with a name, description, and price. This is enormously underused by Thai businesses. Adding services like "Traditional Thai Massage (60 min)", "Sports Massage", and "Hot Stone Treatment" — each with a short description — tells Google exactly what you offer and helps you rank for searches that your category alone wouldn't cover.

For retail businesses, the Products tab lets you list individual products with photos, descriptions, and prices. This content can appear directly in search results, making your listing more useful and more clickable than a plain text listing.

Photos — the most neglected GBP feature

Photos have a direct impact on how many people click on your listing. A profile with 20+ high-quality photos consistently outperforms one with 3 blurry shots taken on a bad day. Google's own data suggests that businesses with photos receive 42% more requests for directions and 35% more website clicks than those without.

What to upload: exterior photos (so people can find you), interior photos, photos of your products or services in action, team photos, and photos of your signage. For restaurants, upload your actual dishes — not stock photos. For clinics or gyms, show the facility. For hotels, show multiple room types, the pool, the common areas.

Aim for a minimum of 10 photos before you consider your profile complete. Update them periodically — new menu items, renovated spaces, seasonal changes. Google rewards active profiles with better rankings, and fresh photos signal activity.

Use photos taken in good natural light where possible. Avoid heavy filters. Horizontal (landscape) images work better than portrait. If you can hire a local photographer for a half-day shoot, it's one of the best investments you'll make in your local presence.

Posts — how to use them and how often

GBP Posts are like mini social media posts that appear directly in your Google profile. You can post updates, offers, events, and new products. They're visible to anyone who finds your listing in search or Maps, and they signal to Google that your business is active.

Post at least once a week. It doesn't need to be elaborate — a photo of today's special with a short description, a reminder about your seasonal hours, a promotion you're running. Each post expires after 7 days unless you set an event end date, so weekly is the natural cadence.

What to post: current offers or promotions, new menu items or services, events (workshops, classes, pop-ups), seasonal updates (Songkran hours, holiday closures), and "what's new" updates about your business. Avoid posting the same thing every week — variety keeps the profile looking active and relevant.

The Q&A section most businesses ignore

The Questions and Answers section on your GBP is publicly visible and anyone — including your customers and your competitors — can post questions and answers. Most business owners don't know it exists and never look at it. That's a problem.

First, check your Q&A section regularly. If a customer has asked "do you accept credit cards?" and no one has answered in six months, that's a conversion you're losing. Answer every question promptly and accurately.

Second, seed your own Q&A with the questions you get asked most often. Log into your GBP, go to the Q&A section, and post the questions yourself, then answer them from your business account. Common ones: "Is parking available?", "Do you need to book in advance?", "Do you offer vegetarian options?", "What is the price range?". Pre-populating your Q&A means a potential customer gets their question answered before they even have to ask it.

Monthly GBP maintenance checklist

Your GBP isn't a "set and forget" task. Google updates the platform frequently, and your profile information needs to stay accurate. Run through this list once a month:

• Check your opening hours — update for Thai public holidays and any seasonal changes. Incorrect hours are one of the fastest ways to lose a customer and earn a bad review.
• Publish at least 4 posts — one per week is the minimum. Profiles that post regularly rank better.
• Respond to all new reviews — both positive and negative. See our guide on how to get more Google reviews in Thailand and how to respond to reviews professionally.
• Check the Q&A section — answer any new questions and remove any inaccurate answers (you can flag these to Google).
• Review your insights — GBP provides data on how many people found you, what they searched for, and what they did next. Check these monthly to understand what's working.
• Add new photos — aim for at least 2–3 new photos per month to keep your profile fresh.
• Check for suggested edits — Google and the public can suggest changes to your profile. Review and approve or reject these promptly. If someone has suggested an incorrect edit and you don't respond, Google may apply it automatically.

If you want help getting your GBP properly set up and maintaining it consistently, our local SEO services in Thailand include full GBP management as a core part of every engagement.