How to create an optimised Google Business profile for your gallery

01Creating or claiming the listing

Many galleries already have a Google Business Profile without knowing it. Google automatically creates listings for establishments referenced on Maps using public data. The dealer should start by checking whether a listing exists by searching the gallery name on Google. If a listing appears in the search results side panel, it already exists and must be claimed. The claiming procedure goes through business.google.com and requires identity verification that Google typically performs by post, by telephone or by email. The dealer receives a verification code to enter into the interface to prove they manage the establishment.

If no listing exists, the dealer creates a new profile from business.google.com by entering the gallery name, physical address, activity category and contact details. Verification follows the same process. The entire procedure takes between a few days and two weeks depending on the verification method used. Once the listing is claimed or created, the dealer has full access to the management dashboard, from which they can modify all information and publish content.

02Choosing the right categories

The choice of primary category is a decisive factor for listing visibility. The primary category should be "Art gallery", the most directly relevant category. Google then offers secondary categories to refine positioning: "Contemporary art gallery", "Photography gallery", "Art framing service", "Art exhibition" or "Art dealer" depending on the activities the gallery actually offers.

The dealer should select secondary categories with discernment. Each active category is a signal Google uses to determine which searches the listing may appear in. A gallery specialising in art photography that adds the "Photography gallery" category increases its chances of appearing in results for a user specifically searching for this type of gallery. Conversely, adding categories unrelated to the actual activity dilutes the signal and may harm ranking.

03Writing an effective description

The description field offers seven hundred and fifty characters to present the gallery. This space should be used strategically to communicate to both users and Google's algorithm the essential information about the gallery. The description should be written in a natural, informative and engaging style, avoiding keyword stuffing that would create a spam impression.

An effective description begins with an opening sentence that clearly identifies the gallery and its positioning. It then mentions distinguishing elements: the type of art offered, the represented artists if they are recognised, the gallery's history if significant, the services provided (sales, advisory, framing, curating). The neighbourhood location should appear naturally. The final call to action invites the reader to visit the space or explore current exhibitions.

The dealer should write the description in the primary language of their clientele. For a London gallery, English is the natural choice, but if the clientele is significantly international, a description in another language can be added in a secondary language profile. The description supports neither formatting nor hyperlinks: plain text must suffice to convince the reader to take interest in the gallery.

04Publishing professional-quality photographs

Photographs constitute the most influential visual element of the Google Business Profile. Google displays listing images in search results, in Maps and in the knowledge panel, which gives them considerable visibility. The dealer should publish a portfolio of images that faithfully represents the gallery at its best.

The profile photo, which appears in the local pack next to the gallery name, should be the gallery logo or an immediately identifiable image. The cover photo, displayed in large format at the top of the listing, should show the gallery interior under optimal conditions: a successful hanging, careful lighting, a welcoming space. Additional photographs should cover several dimensions: current exhibitions, openings with visitors, details of works, the gallery facade from the street, and potentially the team.

Publishing regularity is as important as quality. Google favours listings that regularly receive new images, which signals the establishment is active. The dealer should publish new photographs with each exhibition change, approximately once a month for a gallery operating at standard pace. These images also constitute a visual history of the programme that may interest users consulting the listing.

Image resolution must be sufficient for quality display without being excessively heavy. Google recommends images at least 720 pixels wide. JPEG or PNG formats are accepted. The dealer should ensure images do not contain superimposed promotional text, which Google discourages and which may lead to image rejection.

05Publishing Google Business posts

Google Business Profile allows publishing posts that appear directly in the listing. These posts function as mini-publications informing users of the gallery's news. Four post types are available: updates, events, offers and products. For a gallery, the most relevant posts are exhibition announcements (event type with start and end dates), opening announcements and programming-related news.

An effective post contains an attractive image, a clear title, a concise text of a few sentences and a call to action ("Learn more", "Book", "Call"). Regular post publication signals to Google that the gallery is a dynamic establishment, which may favour its local ranking. The dealer can publish one post per week or at minimum one post with each new exhibition.

Posts expire after seven days for updates and at the end date for events. This ephemeral nature encourages a sustained publication frequency. The dealer who integrates Google post publishing into their digital communication routine draws a dual benefit: better local visibility and a flow of fresh content that maintains the interest of users consulting the listing.

06Managing attributes and practical information

Google Business Profile offers a series of attributes the dealer can activate to specify gallery characteristics. Wheelchair accessibility, parking availability, Wi-Fi presence, free entry: these attributes answer practical questions potential visitors ask before making the trip. The dealer should activate all relevant attributes to provide information as complete as possible.

The website link, telephone number and appointment booking link are essential fields enabling the conversion of online visitors into real contacts. The dealer should verify the link points to the right page (ideally the homepage or the current exhibition page rather than a deep internal page) and that the telephone number is one that is actually answered during opening hours.

The "Questions and answers" section allows users to ask questions about the gallery directly in the Google listing. The dealer should monitor this section and respond promptly to questions asked. They can also anticipate frequent questions by publishing their own questions and answers: "Is the gallery wheelchair accessible?", "Do I need an appointment to visit?", "Does the gallery provide certificates of authenticity?". These pre-emptive answers improve the user experience and reduce unnecessary contacts.

07Analysing performance and adjusting

The Google Business Profile dashboard provides valuable data on listing performance. The dealer can view the number of listing views, the search queries that triggered its display, the number of clicks to the website, direction requests and telephone calls. These data help understand how users find the gallery and what actions they take after consulting the listing.

Search query analysis is particularly instructive. The dealer discovers which terms users employ to find the gallery, which can guide both listing optimisation and the website's content strategy. If queries related to a specific artist generate significant traffic, the dealer can reinforce that artist's presence in the listing description and on the website.

Artedusa partner galleries complement their Google Business Profile with a presence on a dedicated art platform that strengthens their online visibility. The synergy between an optimised Google listing and a detailed Artedusa profile creates a coherent digital ecosystem that reassures potential collectors and accompanies them from the first click to the gallery door.