Google Business Profile
Your Google Business Profile (GBP) is one of the most powerful tools available for improving your visibility in local search results. When someone searches for services like yours in your area, Google often displays a “local pack” — the map and business listings at the top of the search page.
Your placement in that pack is heavily influenced by how well your GBP is set up and maintained. It’s essentially your digital storefront, and Google uses the information you provide to determine how relevant your business is to a user’s query, how close you are to the searcher, and how reputable your business appears based on reviews and engagement.
Completing your GBP form thoroughly and accurately is crucial. Incomplete or inconsistent information can harm your chances of appearing in local results, and worse, it can confuse or deter potential customers.
Every field — from business name and category to hours of operation, services, products, and business description — sends signals to Google’s algorithm about what you do and who you serve. Even small details, such as selecting the correct business categories and regularly updating photos, can impact your rankings and conversions.
Before you dive into optimizing your GBP, use the checklist below to ensure every aspect is covered and set up for success.
1. Complete Every GBP Section in Detail
Fill out all available fields (name, address, phone number, hours, categories) to maximize visibility. A fully completed profile with accurate NAP (Name, Address, Phone) data signals legitimacy to Google and customers. Use the “Profile strength” indicator in your dashboard to identify missing information.
2. Maintain Consistent Business Information
Ensure your NAP (Name, Address, Phone) details match exactly across all relevant platforms (website, Yelp, Facebook, etc.). Inconsistencies like “St” vs. “Street” can hurt credibility and rankings.
3. Select the Most Specific Business Categories
Choose primary and secondary categories that precisely describe your services (e.g., “HVAC Contractor” instead of “Contractor”). Categories directly influence which searches your business appears in.
4. Optimize the “From the Business” Description
Write a compelling, keyword-rich description (750 characters max) highlighting unique selling points, but avoid keyword stuffing. Focus on what makes your business stand out.
5. Upload High-Quality Photos and Videos
Include exterior, interior, and team photos, plus product/service images. Videos (under 30 seconds) boost engagement. Update visuals regularly to keep your profile fresh.
6. Encourage and Manage Reviews
Aim for at least one new review weekly. Respond professionally to all reviews, both positive and negative, to demonstrate engagement. Reviews with relevant keywords (e.g., “fast plumbing service”) enhance local SEO.
7. Post Regular Updates To Your Google Business Profile
Share promotions, events, or news (e.g., seasonal offers) to stay active in search results. Consistent posting signals relevance to Google’s algorithm.
8. Use Attributes to Highlight Key Features
Add attributes like “Women-owned” or “Free Wi-Fi” to stand out in niche searches. These details help customers choose your business over competitors.
9. Verify Your Business With Google
An unverified profile risks being hidden or marked as unreliable. Follow Google’s verification process (mail, phone, or email) to ensure complete visibility.
10. Track Performance of Your Google Business Profile with Insights
Monitor search queries, clicks, and customer actions (including calls and website visits) in your dashboard. Use this data to refine keywords and content.
Pro Tip: For service-based businesses, link your Point of Sale system to showcase in-store products directly on your profile (available in the US, Canada, UK, and Ireland). This turns local searches into in-store visits.
By implementing these steps, you’ll improve local rankings, build trust, and convert more profile visitors into customers.
For more reading on how to optimize your Google Business Profile:
13 Google My Business Optimizations to Rank Higher in Local Search
10 Ways to Optimize Your Google Business Profile to Attract More Customers and Rank Higher in SERPs