Since you've stumbled across this page, you must be thinking about either setting up a local business profile or wondering what's the best way to go about optimizing the Google Business profile you've already created, then look no further!
As you probably know by now, Google Business Profile (GBP)—formerly Google My Business (GMB)—is a free tool that lets businesses manage how they appear in Google Maps and Search. For many local businesses, a well-optimized Google listing is just as important as a website. It influences how often your business appears in local search, how credible you look to customers, and how likely someone is to call or visit.
If you’ve ever searched a local competitor and seen a panel with their phone, hours, and reviews on the right side of your screen—that’s a GBP in action. Setting up a profile is straightforward, but older listings often need updates to perform well. A fully optimized profile drives clicks, calls, and customers, making it one of the most effective local SEO tools available.
This guide covers:
When working with small businesses focused on local SEO, one of our top recommendations is to start with GBP optimization. These listings are available to:
Brick-and-mortar businesses
Service area businesses (SABs)
Individual professionals (e.g., attorneys, doctors, real estate agents)
Departments within larger institutions
1. Verify Your Website with Google Search Console
Before setting up your profile, verify your website using Google Search Console and the same Google account you'll use for GBP. This can lead to faster verification and account syncing.
2. Review Google’s Guidelines
Avoid common errors like:
Adding keywords, taglines, or legal terms like “LLC” to your business name
Using a co-working space without signage and staffed hours
Creating listings for ineligible business models
3. Create and Complete Your Profile
Be sure to include:
Accurate business name
Business category (and optional subcategories)
Address or service area (SABs don’t need to list a physical address)
Website URL
Phone number
Business hours
Ensure consistency across your website, social profiles, and directory listings. This is an important missed step for many small businesses. This is referred to as your NAP (refers to the Name, Address, and Phone number of a business) and consistent NAP data helps search engines verify the legitimacy and accuracy of a business, which can significantly impact its local search rankings.
4. Enable Relevant Features
Choose what's applicable to your business: messaging, appointments, services, bookings, etc. Don’t enable features you won’t use—it’s better to stay lean and accurate.
5. Add High-Quality Photos and Videos
Don't forget to add:
Interior and exterior shots
Product or menu images
Your logo or brand imagery - listings with visuals receive significantly more clicks.
6. Wait for Verification
Depending on your business type, verification may be instant or take up to two weeks. If Google requires a video verification, review their instructions carefully.
To maximize your visibility in Google’s local search results, your business must offer accurate, complete, and engaging information. This is especially important for map-based and “near me” searches.
Myth Debunked: You don’t need to include the phrase “near me” in your profile or website content. Google automatically understands proximity based on the user’s location.
Google uses three core signals to rank local listings:
Relevance: How well your profile matches the user’s search
Distance: How close your business is to the searcher or service area
Prominence: How well-known or reputable your business appears
Prominence includes:
Google reviews and ratings
Mentions in local publications and websites
Directory listings (NAP consistency)
Your website’s organic SEO performance
Pro Tip: Google confirms that strong website SEO supports your GBP visibility. A well-optimized site enhances your local rankings.
Each profile section contributes to both your local ranking and your ability to convert searchers into customers.
Write a clear, keyword-informed summary of what your business does and what sets you apart. Use natural language—no keyword stuffing.
Use one primary category and up to 3–5 supporting categories. Only include categories that genuinely reflect your offerings. Periodically review them—Google updates options regularly.
Customer reviews impact both visibility and credibility:
Use your “Ask for Reviews” link from your GBP dashboard
Aim for a steady stream of authentic reviews, not a flood
Respond to every review, positive or negative, with professionalism
Positive reviews strongly influence clicks in the local pack. Just ask yourself: Would you trust a business with no reviews or one with glowing 5-star feedback?
Update your hours regularly, including for holidays. Google often prompts you—take advantage to show your profile is active.
Keep photos current. Remove outdated images by switching to “By owner” view and uploading fresh content via the dashboard.
Keep services, menus, events, and pricing up to date. Prioritize accuracy over quantity—only use features relevant to your business.
Here’s how to maintain a trustworthy and high-performing GBP:
Create and manage your GBP using a business-owned Google account. Grant “manager” access to agencies if needed—but never let someone else claim ownership.
It is common for some agencies to create GBPs under their accounts, which can lock you out if the relationship ends.
Google frequently adds features and updates its layout. Review your profile every month or quarter to stay current and competitive.
Duplicate GBPs split your visibility and confuse customers. Use Google’s merge or removal process if you discover more than one listing.
Check your GBP dashboard’s Performance tab regularly to track:
Phone calls
Website clicks
Direction requests
Profile views
This data helps you measure what's working and where to optimize further.
Avoid shortcuts like fake reviews or keyword stuffing—Google may suspend or permanently remove your profile.
Instead, focus on:
Maintaining an accurate, helpful listing
Responding to real reviews with care
Sharing high-quality visuals and useful content
Consistency and authenticity are what drive long-term visibility and trust in local search.
A well-optimized Google Business Profile isn’t just a one-time setup—it’s an ongoing local SEO asset. It helps new customers discover your business, encourages more calls and visits, and builds lasting credibility in your local market.
Whether you’re a solopreneur or managing multiple locations, investing in your GBP is one of the smartest ways to grow your local presence. If you need help creating or optimizing your Google Local listings, feel free to reach out to us for a free consultation!