Google Business Profile and its role for schools | Lillian purge

Google Business Profile and its role for schools

From experience, Google Business Profile is one of the most misunderstood digital assets schools have. I often see it treated either as something irrelevant to education or as a marketing tool to be used in the same way as a shop or restaurant. In my opinion, both views miss the point. For schools, Google Business Profile is not about promotion, it is about accuracy, trust, and responsible visibility.

Parents use Google instinctively when they are anxious, confused, or trying to make sense of options. Inspectors use Google to verify information quickly. Staff and community members use Google to find contact details and updates. Google Business Profile often becomes the first point of contact before a school website is even visited.

This article explains the role Google Business Profile plays for schools, how it fits into responsible SEO, where schools commonly go wrong, and how it should be managed carefully to support trust, compliance, and clarity rather than marketing hype. Everything here is based on hands-on work with school websites, academy trusts, and education providers across the UK, and long-term observation of how Google treats education entities.

Why Google Business Profile matters for schools at all

Many school leaders ask why Google Business Profile even matters if they already have a website.

From experience, the answer is simple. Google Business Profile is often the first thing people see. When someone searches a school name, location, or even a general phrase like primary school near me, the profile appears prominently with contact details, location, reviews, and quick answers.

That profile shapes first impressions before anyone reads a prospectus or policy.

In my opinion, ignoring Google Business Profile does not make it neutral, it simply leaves it uncontrolled.

Google Business Profile is not a marketing channel for schools

This is an important distinction.

From experience, schools should not treat Google Business Profile like a commercial listing. It is not there to sell places or compete aggressively with neighbouring schools.

Its role is to present accurate, calm, and factual information that helps parents and the community find and understand the school.

When schools approach it like marketing, problems appear quickly, from inappropriate reviews to reputational risk.

How Google categorises schools differently to businesses

Google understands that schools are not shops.

From experience, schools are categorised more like public services than commercial entities. This affects how reviews are weighted, how visibility is handled, and how changes are interpreted.

Google is cautious about surfacing promotional language for schools. It prioritises accuracy and consistency.

In my opinion, schools that respect this difference benefit from more stable and appropriate visibility.

The profile often answers urgent questions

Parents search under stress.

From experience, many searches happen during moments of urgency, moving house, school transitions, safeguarding concerns, or unexpected closures.

Google Business Profile answers quick questions such as address, phone number, opening hours, and website link.

If this information is missing or incorrect, trust erodes immediately.

Accuracy is the primary responsibility

Accuracy matters more than optimisation.

From experience, incorrect phone numbers, outdated addresses, or wrong opening hours create confusion and unnecessary calls.

Schools should treat their Google Business Profile as a single source of truth for basic details.

Responsible SEO starts with getting the basics right.

Why opening hours still matter for schools

Some schools assume opening hours are irrelevant.

From experience, parents and visitors use opening hours to understand availability of reception, office staff, or site access.

Incorrect or missing hours create frustration and increaseI can see why this matters for trust.

It is better to state limited hours clearly than leave them ambiguous.

Website links and the importance of consistency

The website link in Google Business Profile is critical.

From experience, it often receives more clicks than organic listings.

If the link is broken, redirected incorrectly, or inconsistent with branding, it undermines credibility.

Consistency between profile and website reinforces trust signals for both users and Google.

The role of photos on a school profile

Photos on a school profile are sensitive.

From experience, images should focus on buildings, entrances, signage, and facilities rather than identifiable pupils.

Safeguarding always comes first.

Photos help users recognise the school and find it easily, not evaluate it like a product.

Responsible photo selection supports clarity without risk.

Reviews and schools, a complex relationship

Reviews are one of the most difficult aspects of Google Business Profile for schools.

From experience, reviews often reflect individual experiences, disputes, or emotions rather than institutional quality.

Schools should not solicit reviews or attempt to manipulate them. That approach is risky and inappropriate.

The role of reviews for schools is contextual, not promotional.

How Google treats reviews for schools

Google does not weight school reviews in the same way as business reviews.

From experience, reviews have less influence on rankings for schools but significant influence on perception.

Ignoring reviews entirely can be damaging, but reacting defensively can be worse.

A calm, professional response where appropriate can demonstrate responsibility without escalation.

When responding to reviews makes sense

Not every review needs a response.

From experience, responses should focus on safeguarding boundaries and professionalism.

Generic acknowledgements, signposting to formal complaints procedures, or clarifying factual inaccuracies can be appropriate.

Never discuss individual pupils or cases publicly.

Responsible responses reinforce trust rather than seek approval.

The danger of third-party control of school profiles

One common issue I see is schools not controlling their own profile.

From experience, profiles are sometimes created or claimed by third parties, old staff, or agencies.

This creates risk around updates, responses, and accuracy.

Schools should always claim and manage their own Google Business Profile.

Google Business Profile and safeguarding considerations

Safeguarding applies online as well as offline.

From experience, schools must consider how information could be misused.

Publishing excessive detail about routines, staff movements, or site layout is unnecessary and risky.

Google Business Profile should provide essential information only.

The role of categories and descriptions

Category selection matters.

From experience, schools should use clear categories such as Primary School, Secondary School, or Special School.

Descriptions should be factual, values-led, and restrained.

Avoid marketing claims or comparative language.

Google prefers neutral descriptions for education entities.

Why less is often more in school profiles

Over-optimisation creates risk.

From experience, adding excessive keywords, promotional language, or unnecessary features to a school profile can trigger scrutiny.

Schools benefit from simplicity.

Clear, accurate, and calm profiles perform better long term.

Google Business Profile and local search visibility

Local visibility still matters for schools.

From experience, Google Business Profile helps parents discover schools in a specific area, especially when moving or researching options.

Local relevance is supported by accurate location data, not by aggressive optimisation.

Responsible local SEO aligns with catchment clarity and transparency.

How profiles support transition periods

Transition periods drive search behaviour.

From experience, parents search heavily around admissions deadlines and school transitions.

Google Business Profile often appears in these searches before the website.

Keeping profile information accurate during these periods reduces confusion and unnecessary enquiries.

Google Business Profile as a trust signal for inspectors

Inspectors use Google too.

From experience, inspectors often check Google to verify contact details, site location, and public information.

An inaccurate or neglected profile creates unnecessary questions.

A well-maintained profile signals organisation and care.

The relationship between Google Business Profile and SEO

Google Business Profile does not replace SEO.

From experience, it supports it.

A strong website reinforces the profile, and an accurate profile supports website trust.

They work together to present a coherent picture.

Why duplicate or outdated profiles are a problem

Duplicate profiles cause confusion.

From experience, some schools have multiple profiles due to name changes, relocations, or trust restructuring.

This splits visibility and creates inconsistency.

Schools should work to merge or remove duplicates where possible.

Managing profiles for academy trusts

Academy trusts add complexity.

From experience, each school should have its own profile, while trust-level offices may also require one.

Clear naming and categorisation prevents confusion.

Trust profiles should not overshadow individual school profiles.

How updates and posts should be handled cautiously

Google allows posts on profiles.

From experience, schools should use these sparingly and responsibly.

Posts about closures, key dates, or factual updates can be helpful.

Promotional or marketing posts often feel out of place.

Crisis communication and Google Business Profile

During incidents or closures, Google Business Profile becomes critical.

From experience, parents check Google first.

Updating hours, adding notices, or clarifying access can reduce panic and misinformation.

This is one of the most valuable uses of the platform for schools.

Why schools should avoid SEO tricks on profiles

SEO tricks undermine trust.

From experience, keyword stuffing, exaggerated descriptions, or inappropriate categories can trigger profile suspension.

Google monitors profiles closely in sensitive categories.

Responsible use protects visibility.

Measuring success responsibly

Success for schools is not more clicks.

From experience, success looks like fewer confused calls, clearer understanding, and reduced misinformation.

Google Business Profile supports communication, not competition.

The long-term role of Google Business Profile for schools

Google Business Profile is a long-term asset.

From experience, schools that maintain it calmly and consistently benefit from stable visibility and trust.

Those that neglect it invite confusion.

How AI search increases the importance of accuracy

AI-driven search relies on structured data.

From experience, Google Business Profile feeds into AI answers.

Accuracy becomes even more critical as AI summarises information.

Responsible management now protects future visibility.

Training staff to manage profiles responsibly

Profile management should not be ad hoc.

From experience, schools benefit from clear internal responsibility for updates.

Training prevents accidental changes or inappropriate responses.

Why leadership oversight matters

Google Business Profile represents the school publicly.

From experience, leadership oversight ensures alignment with values, safeguarding, and communication standards.

This is not just a technical task.

Common mistakes schools should avoid

Common mistakes include ignoring the profile, allowing inaccurate reviews to escalate, or using promotional language.

From experience, these mistakes are avoidable with clear policy and awareness.

Google Business Profile as part of responsible SEO

Responsible SEO includes all touchpoints.

From experience, Google Business Profile is not separate from website SEO, it is part of the same trust ecosystem.

Alignment matters.

Final reflections from experience

From experience, Google Business Profile plays a quiet but powerful role for schools.

It is not a marketing tool, it is a trust tool.

When managed responsibly, it reduces confusion, supports safeguarding, reinforces compliance, and helps parents find accurate information when they need it most.

In my opinion, schools that approach Google Business Profile with the same care they apply to their website content build stronger digital trust and avoid unnecessary risk.

Responsible visibility is not about being seen more, it is about being seen clearly, and Google Business Profile is one of the simplest ways schools can support that clarity when it is handled with intention and care.