Why Google Business Profile Matters

Google Business Profile (formerly Google My Business) is the single most important factor for local search rankings. A fully optimized profile can:

Increase visibility in local search and Maps
Drive more calls, website visits, and foot traffic
Build trust with photos and reviews
Provide valuable customer insights

Claim and Verify Your Profile

Claiming Your Business

Go to business.google.com
Search for your business name
Click “Claim this business” or “Add your business”
Follow verification process (postcard, phone, email, or instant)

Verification Methods

Postcard: Google mails a code (5-14 days)
Phone: Immediate verification for eligible businesses
Email: For some business types
Instant: Using Google Search Console

Complete Every Section

Business Information

Business name: Use your official business name (no keywords)
Category: Choose primary + relevant secondary categories
Address: Accurate, consistent with other listings
Phone: Local number that matches website
Website: Link to your website
Hours: Keep updated (including special hours)

Business Description

Write a compelling 750-character description:

First 250 characters are most important
Include what you do and what makes you unique
Naturally mention services and location
Don’t stuff keywords

Example: “Family-owned Italian restaurant in downtown Portland serving authentic homemade pasta, wood-fired pizza, and regional Italian wines since 1985. Open for lunch and dinner with outdoor seating and private dining available.”

Add High-Quality Photos

Photo Guidelines

Logo: Square, min 250x250px
Cover: Landscape, min 1024x576px
Exterior: Building front, signage
Interior: Dining area, workspace, atmosphere
Products/Services: What you offer
Team: Staff photos build trust
At work: Behind-the-scenes

Photo Best Practices

Upload at least 10-15 photos
Use high-resolution images (720px min)
Add new photos monthly
Show your business accurately
Include people when possible

Manage and Respond to Reviews

Encourage Reviews

Ask satisfied customers directly
Send follow-up emails with review link
Make it easy (provide direct review link)
Never incentivize or fake reviews

Review Response Strategy

Respond to EVERY review (positive and negative):

Positive Reviews:

Thank the customer by name
Mention specific details from their review
Invite them back
Keep it genuine and personal

Example: “Thanks for the kind words, Sarah! We’re thrilled you enjoyed the carbonara and our outdoor patio. Can’t wait to see you again soon!”

Negative Reviews:

Respond quickly (within 24-48 hours)
Apologize for the poor experience
Take responsibility
Offer to make it right (offline)
Keep it professional

Use Posts and Updates

Post Types

Offers: Special promotions and discounts
Events: Upcoming events and activities
Products: Showcase products with photos
Updates: News, announcements, new services

Posting Best Practices

Post weekly to stay active
Include photos or videos
Add clear call-to-action
Use the event date feature
Monitor post performance

Leverage Q&A Section

Proactive Q&A

Don’t wait for questions—seed your Q&A:

Common questions to add:

“Do you offer free parking?”
“Are you wheelchair accessible?”
“Do you take reservations?”
“What payment methods do you accept?”
“Do you offer delivery?”

Monitor and Respond

Set up notifications for new questions
Answer within 24 hours
Be helpful and accurate
Keep answers concise

Track Performance

Key Metrics

Google provides valuable insights:

Search queries: How customers find you
Actions: Calls, website clicks, direction requests
Views: Profile and search impressions
Photo views: Engagement with your photos

Use Data to Improve

Identify peak times for calls/visits
See which search terms drive traffic
Compare performance month-over-month
Adjust strategy based on data

Advanced Optimization

Service Areas

For businesses serving customers at their location:

List all service areas
Be specific (neighborhoods, cities)
Update as you expand

Attributes

Enable relevant attributes:

Wheelchair accessible
Free Wi-Fi
Outdoor seating
Women-led
LGBTQ+ friendly

Booking and Messaging

Enable appointment booking
Turn on messaging for questions
Respond quickly to maintain feature

Ongoing Maintenance

Monthly Tasks

Add new photos
Create 2-4 posts
Respond to all reviews
Update hours for holidays
Check Q&A section
Review insights data

Quarterly Tasks

Audit business information
Update services/products
Refresh cover photo
Analyze competitor profiles

Conclusion

A fully optimized Google Business Profile is essential for local SEO success. Complete every section, add quality photos, actively manage reviews, and post regularly. Monitor your performance and continuously refine your approach.

Next Steps:

Master local citations to boost rankings
Return to Local SEO Hub for more strategies

Google Business Profile Optimization: Dominate Local Search Results