When international travelers search for accommodations, they often look at something before visiting the official website. That is the business profile displayed on Google Maps and Google Search.
Are the operating hours accurate? Are the photos appealing? How are the reviews being responded to? Many guests may compare and exclude options based solely on this information before reaching your official site. Therefore, the business profile serves as a crucial entry point for discovery, and it should be prioritized over the English website.
In this article, we will summarize the often-overlooked points for setting up your Google Business Profile in English in a checklist format.
Check 1: Is the Business Name Consistent in English?
Ensure that the Romanized version of your Japanese name matches the one used on your English page. For example, should you represent "〇〇旅館" as "XX Ryokan" or "XX Japanese Inn"? Confirm that the naming is consistent across your website, OTAs, and social media. Inconsistent naming can lead to confusion and diluted search rankings.
Check 2: Are the Categories Appropriately Selected?
The categories listed in your Google Business Profile directly impact your visibility in search results. In addition to "Hotel," check if you can select more specific categories such as "Japanese Inn" or "Onsen Resort" if applicable. Vague categories can make it harder for international travelers to find you based on their search intent.
Check 3: Are the Operating Hours and Holidays Up to Date?
Accommodations that have varying check-in times during peak and off-peak seasons need to be particularly vigilant. If your information is outdated, international guests may assume you are closed and leave your listing.
Check 4: Is the Address and Access Information Clear for International Guests?
In addition to providing the Japanese address, ensure that you include travel times from the nearest station and public transport access methods. This information should be supplemented in the description section or through posts, keeping in mind that international travelers may not be familiar with the area.
Check 5: Do Photos Have English Captions?
While you cannot add text directly to the photos in your Google Business Profile, you can creatively convey room types and amenities through the file names and descriptions when uploading. It’s important to provide information that photos alone cannot convey, such as "Japanese-style room," "large communal bath," or "open-air bath."
Check 6: Are You Responding to Reviews in English?
Are you only replying to international guests' reviews in Japanese? Responding to English reviews in English signals to potential guests that you are a responsive accommodation. It’s important to express gratitude for positive reviews and to address improvement requests thoughtfully as well.
Check 7: Are You Using the Posting Feature in Multiple Languages?
If you are sharing event information, campaigns, or seasonal highlights through the posting feature, make sure these are not only in Japanese. Posting in English creates an impression of an actively managed accommodation.
Check 8: Are There English Responses to the Q&A Feature?
Google Business Profile includes a Q&A feature where anyone can post questions and answers. If left unattended, incorrect information may remain. It’s advisable to proactively answer anticipated questions (like Wi-Fi availability, parking, and English-speaking staff) in English to prevent misinformation.
Check 9: Do the Reservation and Official Website Links Function Correctly?
Confirm that the "Book Now" button and links to your official website correctly redirect to the English pages. If they lead to the Japanese homepage, there is a high chance that potential guests will leave your listing.
Check 10: Is There a Regular Review Process in Place?
Setting it up once is not enough. Establish a routine to review your information monthly, especially for seasonal changes in operating hours and responding to new reviews. This will help prevent your information from becoming outdated.
Conclusion: Prioritize This Before Your Official Website
Your Google Business Profile is free and often serves as the first point of contact with international travelers. Alongside developing your English website, consider these ten items for improvement as a starting point.
Studio HAKO's HAKO Scan offers a free assessment of your site's international readiness, including your Google Business Profile. If you’re unsure where to begin, start by understanding your current status through data.