When it comes to increasing your local search presence, Google My Business (now called Google Business Profile) often comes up in conversation as the preferred solution. First launched around 2014, this tool was Google’s answer to the scattered puzzle of online business listings.
I remember clearly how, back in the day, it was called “Google Places,” and for a short period, we had “Google+ Local.” Eventually, Google combined everything under one platform—Google My Business. Then, in late 2021, it was renamed Google Business Profile.
Why does that matter? Simply put:
- It simplifies managing your business listings.
- It ties your info directly into Google Search and Maps.
- It is completely free.
The real matter is not whether Google Business Profile helps your local SEO (it does) but how to get the most out of it. In the text below, you will find 20 practical tips for your Google Business Profile. Some are basic, while others are more detailed tactics that may help you beat the competition.
Let’s get started.
Why Google My Business Matters
Before covering the tips, it is helpful to understand why Google Business Profile is so important:
- It shows Google when your listing should appear in local search queries—for example, “[Your Service] near me.”
- Your business gets a spot on Google Maps, a valuable location especially for mobile users.
- Your customers can interact with you directly. They can see your hours, phone number, posts, and even send you a message if that feature is enabled.
- A complete profile with reliable information provides a trust signal to potential customers.
I have seen businesses reach the top three results (the much sought “Local Pack”) mainly because of a well-optimized Google Business Profile. Now, let’s explain how to do that.
20 Ways to Optimize Your Google Business Profile
Below are my top 20 non-advertising tips you can put into practice. Some might be new ideas; others are improvements to what you already use. Together, they can help you succeed in local search.
1) Claim or Create Your Listing
This is essential. You cannot work on something you have not claimed.
- If you see an unclaimed listing, click “Own this business?” in the sidebar.
- If no listing exists, head to (business.google.com/create) and set it up.
This step ensures that you or your marketing team has control. Otherwise, random edits or reviews might go unnoticed.
2) Verify Your Business
After claiming or creating your listing, you will need to verify it. In many cases, Google sends a postcard with a code; sometimes, phone or email options are available.
Why it matters:
- Verified businesses gain access to key features like responding to reviews, updating business hours, adding posts, and checking performance.
- Verification tells Google that your business is real and located where you say it is.
Do not skip verification, as there are no shortcuts.
3) Ensure NAP Consistency
NAP stands for Name, Address, Phone. “Consistency” means that your name, address, and phone number on your Google Business Profile exactly match what is on your website and other listings.
- For example, if you abbreviate “Street” on your website, do the same on your profile.
- If you use a call tracking number, display it the same way everywhere.
This NAP consistency helps Google trust that your data is accurate. Incorrect or mismatched information can hurt your local visibility.
4) Pick the Right Primary Category
Google Business Profile asks you to choose a primary category (for example, “Italian Restaurant,” “Cosmetic Dentist,” “Pet Supply Store”). This choice is important because it helps Google match your business with relevant search queries.
Two quick guidelines:
- Use the most specific descriptor available. If you are a “Pizza Restaurant,” avoid just choosing “Restaurant.”
- Add up to nine secondary categories if needed—like “Takeout Restaurant” or “Delivery Restaurant.”
Only include categories that genuinely apply to your business.
5) Provide a Thorough Description
In the “From the Business” or “Business Description” section, you have about 750 characters to explain what you do. Make sure to include:
- Information about key offerings, special qualities, and your brand character.
- A natural, conversational tone is best. Avoid overloading with keywords.
- If possible, mention your location or neighborhood.
Sprinkling in local keywords such as your city’s name or your main services can help your listing connect with local searches.
6) Add High-Quality Photos (and Videos)
Visuals are very appealing. This is especially true for restaurants, hotels, gyms, or any place where the physical appearance matters.
- Include photos of your building’s exterior so new customers can recognize it.
- Add interior shots and staff photos to give a personal touch.
- Use short videos (around 30 seconds) to give quick tours of your facility or introduce a new product.
When fresh images were added to one client’s profile, there was about a 30% increase in profile views.
7) Pinpoint Your Map Marker
Sometimes Google places your marker a bit off-key, especially for large properties. Check its placement.
- In your dashboard, there is a setting for the map marker. Move it to your actual entrance or location.
- This helps ensure that visitors get accurate directions whether they are walking or driving.
It takes only a moment and can prevent confusion.
8) Update Seasonal or Holiday Hours
Imagine arriving somewhere only to find it closed. Keep your hours accurate.
- For holidays, adjust your hours accordingly (for example, “Closed on Christmas Day” or “Extended Hours on Black Friday”).
- Google may remind you about major holidays in the dashboard.
This helps build trust and sets the right expectations.
9) Use Google Posts
Google Posts let you share news, offers, events, or product highlights directly on your listing. Each post:
- Is active for about seven days (although some posts for special events may last longer).
- Can include an image, up to roughly 1,500 characters of text, and a call-to-action button (like “Learn More,” “Call Now,” “Sign Up,” and similar).
I usually add a post once or twice each week. Keeping your profile updated can encourage more clicks.
10) Manage and Encourage Reviews
Customer reviews often influence decisions.
- Ask satisfied customers for honest feedback and share a short link from your dashboard.
- Reply respectfully to both positive and negative reviews to show that you care.
A helpful tip for negative reviews is to address issues calmly and invite the reviewer to continue the discussion offline. This approach can sometimes change a one-star review into a higher rating.
11) Use the Q&A Section
Anyone can post a question on your profile. You or others can answer it.
- Consider posting common questions and answers yourself to create a helpful FAQ section.
- Aim to respond in a timely manner.
This free feature not only provides useful information but also builds trust with potential customers.
12) Monitor “Insights” Data
The built-in analytics offer information on:
- How often your profile appears in searches
- Which search terms lead visitors to your listing
- The number of calls, direction requests, or website visits you receive
Using these insights can help refine your approach. For example, if one type of query generates many calls, consider emphasizing that service further.
13) Tidy Up Other Directories
Mentions of your business on other directories like Yelp, TripAdvisor, or Angie’s List also contribute to local SEO.
- Make sure the information is the same everywhere (this is another aspect of NAP consistency).
- Update these listings if your location or phone number changes.
Keeping your details consistent helps reinforce your credibility.
14) Create a Local Content Strategy
Your website still plays a major role. If you have a blog, try writing posts with a local focus—for example, “10 Must-See Spots Near Our Shop” or “How to Care for Your Car in [Your City].”
- Link these posts to your business profile or embed a Google Maps link if it fits your content.
- Use location-based keywords in titles or headings.
This approach helps signal to Google that your business is relevant to local needs.
15) Use the Products and Services Feature
Within your dashboard, there is an option to list your products or services.
- For example, a local bakery might list items like “Wedding Cakes” or “Gluten-Free Cupcakes.”
- A law firm can indicate practice areas such as “Personal Injury” or “Estate Planning.”
This helps local customers quickly see what you offer and may improve your ranking for specific searches. Keep the descriptions concise.
16) Add “Attributes” for More Detail
Google provides options to highlight features like “Women-led,” “Wheelchair accessible,” “Free Wi-Fi,” or “Outdoor seating.”
- Those details show up as highlights in search results.
- They let visitors filter options based on what is important to them.
Even options like “Identifies as Latino-owned” or “Black-owned” might be available. Providing additional details can make your listing stand out.
17) Use Messaging (Chat)
Another feature is direct messaging from your profile. Enabling this lets searchers send a text directly to your business.
- Make sure to respond quickly so you do not lose potential customers.
- This feature is especially useful for service-based businesses like plumbers or tutors.
To ensure you do not miss messages, either set up notifications or assign someone to handle them.
18) Tackle Duplicate or Old Listings
Occasionally, a business might have more than one listing for the same location. This confuses both Google and users.
- Search for your exact name and address to see if duplicates exist.
- If they do, contact Google Support to merge or remove them.
Removing duplicates and outdated listings can help improve your ranking.
19) Keep an Eye on “Suggested Edits”
Anyone can suggest edits to your listing, and sometimes Google accepts them automatically.
- Regularly sign in to your dashboard to check if any new edits have been made.
- If something is incorrect, correct it immediately.
This regular check helps maintain the accuracy of your profile.
20) Link Google Business Profile to Google Ads (If Needed)
This step is optional, but if you run local Google Ads, you can connect them with your profile. This connection pulls your address and phone details into your ad extensions:
- Your address or map pin can show up within the ad.
- This may give you an advantage if you also use location extensions.
While this does involve paid traffic, it can boost visibility if you are comfortable with advertising.
GMB Features vs. Ranking Benefit
A quick overview to help you stay on track!
Bonus Thoughts on Managing Your Listing
I want to share a short story. A friend runs a neighborhood coffee shop and about a year ago, incorrect hours appeared on their profile. Customers arrived expecting the shop to be open even though it was closed earlier.
Negative feedback soon followed with comments like, “They said they would be open but weren’t!” Correcting the hours and replying to the negative feedback with care helped improve their rating, and the shop is now one of the highest rated in the area. Small details truly matter.
Frequently Asked Questions
Here are the most asked questions about GMB.
How often should I update my Google Business Profile photos?
Try to add new images as often as you can, but at least once a month. New photos help keep your profile current and show visitors that your business is active.
What if I work from home and do not want to reveal my address?
You can list your business as a service-area business. This lets you hide your exact address and instead display the cities or ZIP codes you serve.
Do reviews really matter that much?
Yes, they do. In local search ranking factors, reviews rank almost as high as on-page details. Customers also look to reviews to gauge the quality of your business.
Can I rank with only Google Business Profile and no website?
While you might get some visibility with just the profile, having a website in addition is generally better. Google uses signals from your site to confirm that your business is legitimate.
Is Google Business Profile the same as Google Maps?
Not exactly. Google Business Profile is the platform where you manage your listing; Google Maps is one of the places where your listing appears.
Should I use every feature offered on Google Business Profile, like Q&A and Posts?
If they fit your business, then yes. Adding useful and genuine content signals to Google that your business is active and engaged. However, only add content that reflects your brand accurately.
What if someone leaves a fake negative review?
You have the option to flag a review as inappropriate. Sometimes not all reviews are removed, so addressing the review calmly and stating that it does not reflect a real customer’s experience can help manage the situation.
Do images need to be extremely high resolution?
It is more important that images are clear rather than ultra-high resolution. Avoid pixelated or blurry photos, as clear images help present your business professionally.
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