Adding 360 photos to your Google Business Profile is one of the most effective, lowest-cost local marketing actions available to any business. Listings with 360 photos receive 42% more requests for directions and 35% more website clicks than listings with standard photos alone. This step-by-step guide covers exactly how to set up a Google Business virtual tour, what to photograph, and how to maximise its local search impact.
What Is a Google Business Virtual Tour?
How It Works
A Google Business virtual tour is a collection of 360° photos linked to your Google Business Profile that appear directly in Google Search and Google Maps when someone searches for your business or finds it in a local search result. Customers can click "See photos" → select "360°" and virtually walk through your business without leaving Google.
These tours are powered by Google's Street View technology. When viewed from a mobile device, the tour responds to physical movement — tilting and panning as the viewer moves their phone. This creates a surprisingly immersive experience that static photos simply cannot match.
Where They Appear
Google Search Knowledge Panel: When someone searches your business name, 360 photos appear in the Business Profile panel on the right side of the desktop results page. Google Maps Business Listing: 360 photos appear in the photo gallery and are indicated with a "See Inside" or "360°" label. Google Street View integration: Your interior 360 photos connect with the existing Street View network, making your business discoverable through neighbourhood Street View explorations.
How to Add 360 Photos to Your Google Business Profile
Method 1: Google Street View App (Direct Upload)
Step 1: Download the Google Street View App
Download the Google Street View app from the Play Store (Android) or App Store (iOS). Sign in with the Google account associated with your Google Business Profile. This ensures your photos are linked to the correct business listing.
Step 2: Capture 360 Photos
Open the app and tap the orange camera button to enter capture mode. The app displays a dot guidance overlay — point your camera at each orange dot until it turns green. Typically 12–14 positions for full spherical coverage. The app stitches automatically when all positions are captured.
Step 3: Tag to Your Business Location
After stitching, the app will display the photo with a map overlay. Ensure the location pin is placed correctly at your business address. Tap "Publish to Google Maps." The photo will go through Google's review process (typically 24–72 hours) before appearing publicly on your listing.
Method 2: Third-Party 360 App + Upload
You can also create 360 photos using Travvir or another 360 capture app, then export the equirectangular JPEG file and upload it to Google Maps directly. In Google Maps, find your business location → click the "Add photo" button → select "360 photo." Google will detect the equirectangular format and process it as an interactive 360 image.
Method 3: Hire a Google Trusted Photographer
Google maintains a network of Google Trusted Photographers who are certified to create and publish business virtual tours to Street View. Hiring a trusted photographer typically costs $200–$500 for a small business (café, shop, clinic) and produces higher-quality output than most DIY options. Trusted photographer tours receive a verified badge on Google Business Profiles.
Find a trusted photographer through Google's official directory, or search for "Google Trusted Photographer" plus your city. Given that the same result can be achieved free with Travvir or the Street View app, the trusted photographer option is primarily valuable for businesses where image quality and the verified badge are important brand signals.
What to Photograph for Maximum Impact
Priority Areas by Business Type
Restaurants and Cafés
Capture the main dining room from the entrance (the guest's first view). Include the bar area, any private dining rooms, outdoor seating if available, and the entrance/exterior. Shoot during service hours if possible — an empty restaurant with chairs on tables looks less inviting than one with place settings and ambient lighting.
Retail Stores
Capture from the entrance looking in (to show the store layout), from the main shopping floor, and any special sections or displays. 360 photos of retail spaces increase dwell time on Google Map listings by 68% compared to standard photo galleries, according to Google's own internal data.
Professional Services (Offices, Clinics, Salons)
Capture the reception/waiting area, the main service area or consultation room (if appropriate to show), and any amenities like waiting lounges. The primary goal is building trust and reducing first-visit anxiety — showing that the space is clean, professional, and welcoming before the customer visits in person.
Gyms and Fitness Studios
Capture the main training floor, free weights area, cardio section, and any class studios. Equipment density and space quality are the two primary conversion factors for gym memberships — a 360 tour lets prospective members assess both before visiting. See our specific guide on gym virtual tours for member acquisition.
Best Practices for Capture Quality
Shoot at opening time before customers arrive, when the space is at its cleanest and most organised. Turn on every light — dark or dimly lit spaces photograph poorly and convey a negative impression. Remove any visible clutter from countertops, reception desks, and public areas. Ensure signage is accurate — hours, prices, and menu boards should reflect current information.
Optimising Your Google Business 360 Photos for Local SEO
Photo Quantity and Freshness
Google's local search ranking algorithm considers both the number and freshness of photos on a Business Profile. Listings with more than 100 photos receive 520% more calls and 2,717% more direction requests than listings with fewer than 10 photos (Google's own research). While 360 photos count toward this total, they're weighted more heavily due to their interactive nature and higher engagement rates.
Update your 360 tour annually or whenever you make significant changes to your space — renovations, new equipment, new layout. Fresh 360 content signals to Google that your business is active and engaged, which positively impacts local search visibility.
Geo-Tagging and Location Accuracy
Ensure every 360 photo is precisely geo-tagged at your business's verified address. Misplaced location pins cause photos to appear disconnected from your Business Profile or to show in the wrong location on the map. In the Street View app, drag the location pin to the exact entrance of your business, not just the building centroid.
Completing Your Business Profile
360 photos perform best when your Business Profile is fully completed. This includes: verified business name, address, and phone number (NAP consistency); accurate business category and attributes; updated hours including holiday modifications; recent customer reviews with owner responses; and a business description using relevant local keywords. 360 photos amplify an already strong profile — they're less effective as a standalone improvement on a sparse, incomplete listing.
Measuring the Impact of Your Google Business Virtual Tour
Google Business Profile Insights
Log into your Google Business Profile dashboard and navigate to "Performance." The Insights panel shows you: Photo views (how often your photos are seen), Photo quantity comparison (your photos vs competitor profiles in your category), Website clicks attributed to your profile, Direction requests, and Phone calls.
Track these metrics in the 30–60 days before and after adding your 360 photos to establish a baseline comparison. Most businesses see measurable uplift in direction requests and website clicks within 2–4 weeks of adding comprehensive 360 coverage.
Conclusion: Adding 360 Photos to Google Business Profile
Adding 360 photos to your Google Business Profile is one of the most impactful free marketing actions available to any local business. The combination of increased search visibility, higher customer engagement, and reduced "unknown territory" anxiety makes it one of the highest-ROI local marketing investments with minimal cost.
Use Google Street View or Travvir to capture your business — the whole process takes under an hour. The visibility benefits compound over time as more customers engage with your virtual tour and signal to Google's algorithm that your profile deserves higher local search placement.
