Complete Guide of Google Business Profile for Schools: How to Use it to Attract More Admissions

May 7, 2025

Google Business Profile (GBP) is an essential marketing tool for schools to connect with parents in their local area. Yet, many schools fail to use it to its full potential. Some don’t optimize their profiles properly, others rarely post updates, and worst of all, some schools haven’t even claimed their GBP listing!

Don’t worry. In this complete guide, I’ll walk you through everything you need to know to create the best Google Business Profile for your school, and outrank your competition locally.

While many schools still rely on traditional outreach methods, GBP offers a digital-first strategy designed for today’s mobile-savvy parents. From setup to full optimization, this guide will help your school rank higher, capture more attention, and stay top of mind during admissions season.

Let’s dive into how your Google Business Profile can become a cornerstone of your local enrollment strategy.

What is Google Business Profile (GBP) and How Can It Help Schools?

Google Business Profile (GBP) is a free tool created by Google that allows businesses and institutions like schools to manage how they appear across Google Search and Google Maps. It’s especially powerful for connecting with local audiences, parents and students in your immediate area.

^{Google Business Profile is a free marketing tool by Google that helps all types of businesses reach the right audience.}

For schools, a well-maintained GBP acts as an information hub. It allows prospective parents to find critical details quickly, such as:

School contact information
Opening and closing hours
Address and directions
Website link
Areas served
Type of school (e.g., CBSE, ICSE, Montessori)
Year established
Reviews from parents, teachers, and students
Images of the campus, classrooms, and events

An optimized GBP profile helps your school appear in local search results, improving visibility, building credibility, and increasing foot traffic.

How to Set Up or Claim Your School’s Google Business Profile (GBP)

Getting started with Google Business Profile (GBP) is simple, but it’s crucial to do it correctly, because the accuracy of this listing directly affects how easily local parents can find and trust your school. Here’s how to set up or claim your profile step by step:

1. Check if Your School is Already Listed on Google

Before creating anything new, start by checking whether your school already has a listing:

Open Google Search or Google Maps.
Type your school’s full name along with the city or locality (e.g., “Sunrise Public School, Karol Bagh, New Delhi”).
If your school appears in the search results or on the map with basic details (like address, phone number, or photos), that means a Google Business Profile already exists for your school.

Many schools already have a profile auto-generated by Google from public sources or user suggestions, even if no one from your school has ever created one.

^{We randomly searched for ‘Vision International School’ and a school in Gujarat appeared in the results. Similarly, if you search for your own school’s name, there’s a good chance it might already show up on Google Search and Maps. That’s because Google often auto-generates a Google Business Profile based on publicly available information, such as online mentions, website data, and user activity related to your school.}

2. Claim the Profile (If It Already Exists)

If your school’s listing appears but hasn’t been claimed yet (i.e., no one from your school is managing it), you’ll see an option that says “Claim this business” or “Own this business?”

^{Just click on ‘Own this business?’ and follow the steps, once verified, the Google Business Profile will be under your control.}

Follow these steps:

Click on the prompt.
Sign in with a Google account (preferably one tied to your school administration).
Google will ask for verification, this may be through video verification, phone call, SMS, email, or a postcard mailed to your school’s physical address. Choose the available option and follow the steps carefully.

Claiming your profile gives you full control over the information displayed, allowing you to update details, add photos, respond to reviews, and improve how your school appears in local searches.

3. Create a New Profile (If None Exists)

If your school isn’t listed on Google Search or Maps at all, you’ll need to create a new profile from scratch:

Visit the Google Business Profile website.
Sign in with a Google account.
Click on “Add your business to Google.”
Enter your school’s name, choose the appropriate business category (e.g., School, Private School, Pre-School, etc.), and begin filling out all key details.

Here’s what you should include:

Full school name (as known locally)
Accurate address (as it appears in real life, make sure Maps can locate it)
Phone number (a number that actually gets answered)
Website URL (if you have one)
Operating hours (for visits, admin hours, etc.)
Photos of your campus, classrooms, students, and staff
Brief school description (focus on your strengths, curriculum, and values)
Areas you serve (this helps when parents nearby search for schools)

Accuracy is everything. Incorrect contact info or outdated hours can turn away interested parents before they even speak to you. Make sure every detail is up-to-date and double-checked.

How GBP Helps in Driving School Admissions

Whether it’s selling a phone or filling up a classroom, three factors remain essential:

A genuine need
A solution that fulfills that need
Proper positioning at the right place and time

When parents search for a school, it’s not a casual browse. They have a real need and intent to find a suitable school for their child. This is where GBP steps in.

By ensuring your school appears prominently in local searches, GBP enhances your school’s positioning. When someone types “best school in [their area name]” “schools near me” or “CBSE schools in [City],” GBP listings are often the first thing they see.

Here’s how GBP drives admissions:

Visibility: Your school shows up in the Local Pack, Maps, and regular search results.
Trust: Positive reviews from other parents boost credibility.
Actionability: With all essential information visible, it’s easy for parents to call, visit, or explore your website.

By meeting need, trust, and positioning, GBP becomes a powerful channel for increasing enquiries and enrollments.

Key GBP Features That Help Schools Get More Enquiries and Foot Traffic

Right Place (Local Visibility)

It doesn’t matter how great your school is if parents can’t find it. GBP ensures your school appears in the right place: the top of search results and on Google Maps.

^{We searched for ‘Best School in Mumbai,’ and at the top of the Google search results page, we saw the Google My Business (GMB) listings in the local pack. Schools like RIMS International School, Bombay Scottish School, and Cresmonde World School appeared there. Even though these schools have strong reputations and don’t necessarily need online visibility due to word-of-mouth and legacy, they still maintain and optimize their GMB profiles. That’s why your school should, too.}

One of GBP’s most effective features is the Local Pack, a box that appears at the top of Google’s search results, listing three relevant local businesses. If your school is featured here, parents can immediately see your name, location, reviews, and contact info.

On Google Maps, users can explore schools by simply zooming into a local area. Tapping your school icon opens your full profile, bringing your virtual campus to life right where they are.

Right Information

^{When parents click on your school name in the local pack, they can see all relevant information about your school.}

Parents are busy. If they can’t find what they need in seconds, they’ll move on. GBP makes sure your most important details are front and center:

Description
Contact number
Website link
Operating hours
Directions
Reviews

When this information is easy to access, parents are more likely to engage, whether it’s making a phone call or scheduling a visit.

Small Virtual Tour (Photos Matter)

GBP allows you to upload photos and videos. Done right, this turns your profile into a mini virtual tour of your school.

^{It’s not just you, as a school owner, who can post photos and videos on your Google Business Profile—parents, students, and teachers can contribute as well. Together, these visuals create a virtual tour of your school for prospective families, allowing them to explore without visiting in person. If the content makes a strong impression, it can positively influence their decision and increase the chances of a student choosing to enroll.}

Show images of classrooms, libraries, sports grounds, science labs
Include event highlights, student activities, and staff meetings
Showcase safety, cleanliness, and infrastructure

High-quality, updated images build trust, help parents visualize the experience, and increase the chance they’ll take the next step.

Social Proof (Reviews & Ratings)

Reviews are one of the strongest trust signals. GBP lets parents, students, and staff leave public feedback about your school.

Positive reviews act as word-of-mouth in digital form
Responding to reviews (both good and bad) shows you care
Ratings influence local ranking, schools with better reviews show up higher

^{Reviews on your Google Business Profile are really important, so make sure you get as many 4- and 5-star reviews as possible. Respond to each review properly, and if someone leaves a low rating, reply promptly and address their concerns, the chances of them updating their review to a positive one increase significantly.}

Having 4-star and 5-star ratings from happy parents creates confidence in new ones still exploring their options.

Increasing and Improving the Position of Your School’s GBP

Getting your school’s Google Business Profile (GBP) to rank in the coveted Top 3 local search results (the “Google Local Pack”) is no small feat. It’s not just a one-time setup either, it’s an ongoing, strategic effort.

^{A simple Google search for the best schools in Delhi brings up names like Modern School, Barakhamba Road; Bal Bharati Public School, Old Rajendra Nagar; and Prudence Schools, right at the top of the results. These schools stand out because their Google My Business profiles are well-optimized and regularly maintained. Your school can rank there too, all it takes is consistent effort to keep your profile updated and relevant.}

A well-optimized GBP can massively boost your school’s online visibility, but keeping it strong requires constant attention and updates. If you thought you could just “set it and forget it,” think again.

Here’s what it really takes:

1. Fully Optimize Your Google Business Profile

Optimization starts with getting every detail right:

Upload high-quality, engaging photos of your campus, classrooms, and events.
Make sure every piece of information, address, phone number, website, hours, is 100% complete and accurate.
Regularly update your profile with fresh posts, announcements, and news.

The more detailed, active, and trustworthy your profile looks, the more Google’s algorithm will reward you. A neglected or half-baked GBP will get buried, while a dynamic, credible profile has a fighting chance to land in the top results.

Pro tip: Add your GBP link prominently on your school’s official website and social media handles. It’s a strong trust signal to both Google and your visitors.

2. Build Strong NAP Citations

NAP stands for Name, Address, and Phone number, and it must be consistent across the internet. You can’t afford typos, old phone numbers, or outdated names floating around.

List your school on relevant school directories like:

Each correct and consistent citation helps build your GBP profile’s online authority and boosts its local search visibility. Think of it as adding bricks to the foundation of your online reputation.

3. Post Regular Updates via Google Posts

Use Google Posts to keep your GBP active and engaging. Share:

Admission deadlines
Event highlights
Awards and achievements
School news and updates

Posting at least once a week shows Google (and your audience) that your school is alive, thriving, and engaged, not gathering digital dust.

4. Collect and Manage Reviews (Like a Pro)

Positive reviews are gold. Actively encourage parents, students, and staff to leave reviews by:

Using QR codes at school events
Sending SMS reminders
Running email campaigns

^{You can see that the school responded to a detailed review that included both text and images. Reviews like this are incredibly helpful—not just for the school, but also for prospective parents and students who are looking for answers to questions like: What does the library look like? Do they have a basketball court? What does the school uniform look like? That’s why replying to such reviews is especially important—the reviewer took the time to write thoughtful feedback and share visuals, and that effort deserves acknowledgment.}

And don’t just sit there once the reviews roll in, respond to every single one. Thank people for positive feedback and address negative comments professionally and promptly. Google pays attention to how you handle your reputation.

Should You Manage Your School’s GBP Alone or Seek Expert Help?

At first glance, managing your school’s Google Business Profile (GBP) may seem straightforward. But optimizing it for top local search results, keeping the profile consistently updated, responding to reviews, and posting regular updates can quickly become overwhelming.

Unless your school has a dedicated digital marketing team or GBP experts, it can be tough to keep up with the constant need for updates and optimization. Here’s why expert help often makes more sense:

Why Expert Help Makes Sense

Professionals know what improves local rankings. They understand how to properly optimize every aspect of your GBP, from ensuring complete and accurate information to using engaging visuals that help boost your profile’s relevance in both Google Search and Google Maps.
Experts employ strategies to ensure your GBP stands out in local searches and is consistently seen as trustworthy and active. Regular updates and Google Posts are key to making your school’s profile shine, and experts know how to make this happen consistently.
They manage your reviews to ensure a steady flow of positive feedback and respond to all reviews professionally. Handling reviews properly impacts your visibility and reputation, which directly affects local rankings.
Experts handle NAP consistency across relevant directories, ensuring your school’s Name, Address, and Phone number are accurate and up-to-date across various online platforms, boosting your profile’s online authority and helping your school get noticed by local searchers.

At InklikEdu, we specialize in GBP management and overall digital marketing for schools, which makes us the best digital marketing agency for schools in India. Our team takes care of everything, from initial setup and ongoing optimization to regular updates, review management, and maintaining a consistently engaging profile. You focus on education, we focus on making your school’s GBP shine.

Final Thoughts

Google Business Profile isn’t just a listing. It’s a dynamic, powerful platform for local school marketing. Used well, it increases visibility, builds trust, and gives parents all the information they need to take action, whether that’s a visit, a call, or a direct admission enquiry.

If you’re serious about growing your school’s reach and getting more admissions from local searches, GBP isn’t optional, it’s essential.

Complete Guide of Google Business Profile for Schools: How to Use it to Attract More Admissions

What is Google Business Profile (GBP) and How Can It Help Schools?