While everyone’s busy chasing trends on Instagram and TikTok, there’s one tool that quietly brings in real customers every single day: Google Business Profile (GBP). It might not be flashy, but it’s one of the most powerful — and most overlooked — channels to grow your bakery or café.
Think about it. When someone nearby is craving a fresh croissant or looking for the best cappuccino in town, they’re not scrolling social media. They’re opening Google and typing: “bakery near me.” If your profile is optimized, that person could be walking through your doors within minutes.
Why GBP matters for local bakeries
Let’s say it’s Saturday morning. Sarah wants pastries for brunch with friends. She’s not following local bakeries on Instagram, so she searches on Google. Three results pop up:
- One has no photos, no description, and three reviews from 2019.
- The next has a full profile, stunning pastry photos, 60+ five-star reviews, and an “Order Online” button.
Guess which one Sarah clicks?
This exact situation happens thousands of times a day in every neighborhood. And according to Google, 76% of people who search for something nearby visit a business within 24 hours — and 28% of those searches lead to a purchase.
If you’re not showing up — or worse, showing up badly — you’re missing real revenue.
Optimize every field: what a complete profile looks like
Your GBP profile isn’t just a digital business card. It’s your 24/7 storefront. Here’s what to focus on:
Basic information
- Name: Your exact business name — no keywords.
- Address: Must match your website and socials.
- Phone: Direct line answered during business hours.
- Website: Preferably a landing page built for GBP traffic.
- Categories: Use “Bakery” as your primary. Add extras like “Café” or “Pastry Shop” if relevant.
Business description (750 characters max)
Tell people why they should visit you. Mention:
- What makes you different (organic, sourdough, family recipes)
- Top products (croissants, coffee, signature cake)
- Brief backstory (e.g. “Family-owned since 1995”)
- Clear call-to-action (“Stop by for our famous morning buns”)
Products and services
List what you offer — with descriptions and prices when possible. Organize by:
- Breads
- Pastries
- Cakes
- Beverages
- Seasonal specials
Photos
Google says businesses with photos get 42% more direction requests and 35% more website clicks. Here’s what you need:
- Exterior shots (so people recognize you)
- Interior (atmosphere sells)
- Product photos (your best-sellers, beautifully styled)
- Team photos (human connection builds trust)
- Behind-the-scenes (bonus points for baking action)
Upload at least 10 high-quality photos and update them seasonally.
Reviews: your most powerful social proof
Reviews are the digital version of “word of mouth.” Consider this:
- 93% of consumers say reviews affect their buying decisions
- People spend up to 31% more at businesses with great reviews
- 72% trust a business more after reading positive reviews
How to get better reviews (consistently)
- Train your team to ask happy customers directly
- Include review requests in emails and on receipts
- Use QR codes in-store for easy access
- Respond to every review — especially negative ones
Aim for 5 genuine reviews per month. Consistency builds credibility.
Go further with local SEO
Beyond the basics, here’s how to stand out in local searches:
Use localized keywords
Be specific. Instead of just “bakery,” try:
- “Artisan bakery in [Neighborhood]”
- “Sourdough bread in [City]”
- “Birthday cakes in [District]”
Include these naturally in your website and GBP profile.
Leverage Google Posts
Google Posts are short updates that appear directly in your profile. Treat them like micro-campaigns.
Post ideas:
- Today’s specials
- Weekend pre-orders
- Holiday treats
- Baking classes or events
- Loyalty program promos
Post weekly. Use eye-catching photos, short copy, and a clear CTA.
Build local links
Earn backlinks from:
- Local coffee roasters
- Farmers markets you attend
- Community blogs and event sites
Each relevant link boosts your visibility in neighborhood searches.
Use insights to adjust and improve
Your GBP dashboard gives you valuable data. Check it monthly.
Key metrics:
- Search terms: What are people typing to find you?
- Actions: Are they calling, clicking your site, or asking for directions?
- Photo views: What images get the most attention?
- Peak times: When do most people search for you?
Use this info to guide your marketing decisions and post schedule.
Connect GBP with your social strategy
GBP shouldn’t live in isolation. Cross-promote with Instagram:
- Share positive Google reviews as posts or stories
- Encourage Google reviews in your IG highlights
- Mention your IG handle in your GBP description
- Promote GBP events on Instagram
This way, your audience stays connected across channels — from search to social to store.
A 4-week plan to implement everything
Week 1 – Get your foundation in place
- Claim and verify your GBP listing
- Complete every profile field
- Upload your first batch of photos
Week 2 – Start building reviews
- Train your staff
- Create in-store prompts (QR code, signage)
- Respond to all existing reviews
Week 3 – Launch content
- Plan 4 weeks of Google Posts
- Write copy and prep images
- Post consistently
Week 4 – Connect and analyze
- Add GBP links to your social bios
- Cross-promote on Instagram
- Review insights and adjust strategy
Final thoughts: GBP is your silent seller
Even while your bakery is closed, Google Business Profile keeps working — showing your pastries, sharing your story, and convincing people to visit.
The average GBP profile gets over 1,000 views per month. That’s 1,000 chances to turn a local search into a new customer.
So while social media might get the attention, GBP quietly delivers the results. Maybe it’s time to treat it like the marketing powerhouse it really is.
