Blog / Local SEO

Google Business Profile Optimization: A Beginner’s Guide

Contents

If your business serves local customers, optimizing your Google Business Profile (GBP) is one of the best ways to get found online. A well-optimized profile helps your business show up in local relevant search results, including Google Maps and the local pack (the box at the top of Google showing nearby businesses).

Based on data from Google we can see why Google Business Profile optimization is one of the most important things local business owners can do.

Stats showing that 30% of searches are related to location and other percentage on how many of those visit within a day

Pro Tip: An optimized GBP increases your chances of appearing in local searches like “plumber near me.” If you’re new to these terms, check out our Beginner’s Guide on How to Rank for “Near Me” Searches for more details.

This guide will walk you through simple steps to optimize your Google Business Profile so your business gets more calls, visits, and customers from your Google business listing. Let’s get started!

Create or Claim and Verify Your Google Business Profile

The first step in optimizing your Google Business Profile (formerly Google My Business) is to claim and verify it or create a new Google business profile if there is no existing location. Google can create Google Business Profiles automatically with data they have on locations so you might have a profile for your location even if you never created one. In this case you can claim that profile.

Otherwise you will need to create a new Google Business Profile which you can do here.

google business profile setup step 1 business details and name

Why Claiming and Verifying Is Important

Claiming your profile ensures that you have control over the information shown to customers, such as your business name, address, and hours. Verifying it proves to Google that your business is legitimate and eligible to appear in local searches.

Without verification, your business won’t appear in Google Maps, the local pack, or other local search results.

How to Claim and Verify Your Profile

  1. Go to Google Business Profile Manager
    Visit Google Business Profile Manager and sign in with your Google account.
  2. Search for Your Business
    Enter your business name. If it’s already listed, select it and choose the “Claim this business” option. If it’s not listed, you can create a new profile.Business suggestions to select an existing business in google business profile creation process
  3. Verify Your Business
    Google offers several ways to verify:
    • Postcard: Google will mail a postcard to your business address with a verification code.
    • Phone or Email: Some businesses can verify through a phone call or email.
    • Instant Verification: If you’ve already verified your website with Google Search Console, you may get instant verification.

You can learn more about claiming your profile in this post from Google.

Pro Tip: Use the verification method that works best for you, but don’t skip this step—it’s critical for your business to appear in local searches.

Once your profile is verified, you’ll be able to start optimizing it with accurate and engaging information to attract more local customers.

Ensure NAP Consistency (Name, Address, Phone Number)

One of the most critical elements of local SEO is maintaining consistent business information across all platforms. Your Name, Address, and Phone Number (NAP) must be exactly the same on your Google Business Profile, website, and any other online listings.

Why NAP Consistency Matters

  • Search Engines Rely on Accuracy: Google uses your NAP to verify your business details and ensure they’re correct. Inconsistent information can confuse search engines and reduce your chances of appearing in local search results.
  • Improves Customer Trust: Customers are more likely to trust a business with clear, consistent contact details.

How to Ensure NAP Consistency

  1. Edit Your Profile
    To change your business data you need to visit https://business.google.com/ or simply enter “my business” in the Google search and you will see this section:Edit the profile information google business profile
  2. Double-Check Your Google Business Profile
    • Make sure your business name matches exactly, including any abbreviations or punctuation (e.g., “Main Street” vs. “Main St.”). Scroll to “Location and areas” where you can edit all the details of your location.Enter location areas in google business profile
  3. Check Your Website
    • Verify that your NAP information on your contact page and footer is identical to what’s on your Google Business Profile.
  4. Review Other Online Listings
    • Update your NAP on directories like Yelp, TripAdvisor, and Facebook to match your profile.

By ensuring consistent NAP information everywhere, you’ll build trust with both customers and search engines, improving your local search rankings.

GRAFIK: NAP Grafik aus Local SEO Artikel

Optimize Business Information on Your Google Profile

Filling out all the details in your Google Business Profile (GBP) is crucial for improving your local search rankings and attracting more local customers. Each field provides Google with more data about your business, helping it show your profile to people searching for services like yours.

To edit your business data you need to visit https://business.google.com/ or simply enter “my business” in the Google search and you will see this section where you need to click on “Edit profile”:

Edit the profile information google business profile

Key Areas to Focus On

  1. Business Name
    • Use your official business name exactly as it appears on your website and signage.
    • Avoid Keyword Stuffing: Adding unnecessary terms like “Best Plumber in Miami” can lead to penalties.change business name in google business profile
  2. Business Category
    • Choose the most relevant category for your business (e.g., “Plumber” or “Italian Restaurant”).
    • You can also add secondary categories if your business offers multiple services (e.g., “Drainage Service” for plumbers).Enter categories in google business profile
  3. Service Areas
    • Specify the areas or cities your business serves. This helps you appear in searches like “plumber near me” in those locations.
    • Make sure to add all areas you offer your service to here! You can further optimize this by creating dedicated landing pages for every area you offer and all your services. For more on this read our article on how to create local landing pages.
    • Here you will get automatic suggestions from Google for surrounding areas.adding suggested areas in google business profile
  4. Phone Number
    • Use a local phone number instead of a toll-free or mobile number to build trust with local customers.
      Enter phone number in google business profile
  5. Business Hours
    • Keep your hours accurate and update them for holidays or special occasions to avoid confusing potential customers.Enter business hours in google business profile
    • You can also add more hours for example dedicated hours for your breakfast by selecting “Breakfast” in the section “Add more hours”Add more hours section in the google business profile settings
  6. Website and Social Profile Links
    • Add your website URL and, if applicable, a link for customers to visit your social media profiles.
      Enter website URL in google business profileAdd a social profile in google business profile

Pro Tip: Double-check every detail for accuracy. Incomplete or incorrect information can hurt your profile’s visibility in local search results.

How This Helps Local Search Engine Optimization

By providing complete and accurate business information, you make it easier for search engines to match your profile with relevant local search queries, improving your chances of appearing in the local pack and Google Maps.

Collect and Display Customer Reviews

Customer reviews play a significant role in improving your local search rankings and building trust with potential customers. Reviews not only influence your profile’s visibility in local search results but also convince users to choose your business over competitors.

The Google Map Pack with highlighted Reviews and two review examples

Why Reviews Matter for Local SEO

  • Boosts Rankings: Google considers the quantity and quality of reviews when ranking businesses in the local pack.
  • Builds Trust: 88% of customers trust online reviews as much as personal recommendations.
  • Encourages Action: Profiles with positive reviews receive more clicks, calls, and visits.

How to Collect Reviews

  • Ask Satisfied Customers
    • After completing a service, politely ask customers to leave a review on your Google Business Profile.
    • Provide a direct link to make the process easier. You can use a review link generator tool to make it easier.
  • Encourage Reviews via Email
    • Send follow-up emails thanking customers for their business and requesting a review.
  • Use Review Request Cards
    • Hand out cards with instructions on how to leave a review after a transaction or service.

Pro Tip: Check out our article on how to get more reviews for your business.

Displaying Reviews on Your Website

Adding reviews to your website can further build trust and improve conversions.

Highlighted reviews on a website coming from a google business profile
  • Where to Place Reviews:
    • At the top of your website above the fold (the content the user sees when arriving on your page without needing to scroll)
    • Near CTAs like “Contact Us” or “Book Now” buttons.
    • On location-specific pages to highlight reviews relevant to that area.
  • How to Display Reviews:
    • When you are using WordPress you can use plugins like WP Google Review Slider to automatically pull reviews from your profile.
    • Choose reviews that mention specific services or locations for targeted credibility.

Pro Tip: Learn more about getting more reviews in our guide: How to Get More Positive Reviews.

Why Reviews Matter So Much

  • Builds Trust: Positive reviews show potential customers that others had a good experience, making them more likely to trust your business.
  • Increases Conversions: When customers see glowing feedback, they’re more likely to book a service or make a purchase.
  • Encourages Action: Profiles with strong reviews get more clicks, calls, and direction requests because they stand out in search results.
  • Reduces Hesitation: Detailed reviews help answer common questions and ease concerns, making it easier for customers to decide to choose your business.
  • Boosts Reputation: Consistently high ratings reinforce your credibility, turning happy customers into advocates for your business.

Add High-Quality Photos and Videos

Photos and videos aren’t just for making your Google Business Profile (GBP) look nice—they help attract more customers by building trust and showing what your business offers. A profile with visuals tends to get more interactions, such as calls, website visits, and direction requests.

What to Include

  1. Exterior and Interior Photos
    • Help customers recognize your business location and get a feel for the space.
    • Show a clean, welcoming environment to leave a positive impression.
  2. Action Shots
    • Upload photos of your team in action, whether it’s fixing plumbing, serving food, or styling hair.
    • Action photos reassure customers that you’re experienced and professional.
  3. Team Photos
    • Put faces to the business name to build a personal connection with potential customers.
  4. Videos
    • Short videos introducing your business or showcasing your services are highly engaging and can boost interactions.

How to Make Photos Work for You

  • Use High-Quality Images
    • Blurry or poorly lit photos can turn customers away. Invest in clear, well-lit images to stand out.
  • Add Alt Tags to Photos
    • Alt tags describe your photos for visually impaired users and help Google understand your images. For example: “Mechanic repairing a car at ABC Auto Repair in Miami.”

What This Impacts

  • Builds Trust: Customers are more likely to choose businesses with authentic visuals.
  • Increases Engagement: Profiles with photos and videos get more clicks, calls, and direction requests.
  • Improves Conversions: Seeing your business environment and team makes potential customers feel confident about visiting or booking your services.

Use Google Posts to Engage Customers

Google Posts are a simple yet powerful way to keep your Google Business Profile (GBP) active and engaging. These short updates appear directly on your profile and can catch the attention of potential customers browsing your business details.

Add a post in google business profile
Add a post in google business profile

What to Post

  1. Promotions and Discounts
    • Announce special offers, seasonal sales, or limited-time discounts to encourage immediate action.
  2. Service Updates
    • Let customers know about new services, extended hours, or changes to your offerings.
  3. Upcoming Events
    • Highlight workshops, community events, or store openings to connect with your local audience.
  4. Blog Posts or Articles
    • Share helpful content from your website, like tips or guides, to establish your expertise.

How This Impacts Customers

  • Drives Immediate Action: Posts with clear CTAs, like “Book Now” or “Learn More,” can lead to more bookings or visits.
  • Builds a Connection: Sharing updates and events shows that your business is active and engaged with the community.
  • Keeps Customers Informed: Timely updates help customers stay aware of your latest offerings, encouraging them to choose your business over competitors.

Pro Tip: Use high-quality images or videos in your posts to grab attention and make your updates stand out.

Enable Messaging and Q&A Features

Making it easy for potential customers to contact you directly through your Google Business Profile (GBP) can significantly improve engagement. The Messaging and Q&A features allow users to ask questions, get quick responses, and feel more confident about choosing your local business.

Why Enable Messaging and Q&A?

  • Instant Communication: Customers can send questions directly from your profile without needing to call or visit your website.
  • Builds Trust: Prompt and helpful replies show professionalism and customer care.
  • Reduces Uncertainty: Answering common questions in the Q&A section helps potential customers make informed decisions.

Tips for Managing Q&A

  • Monitor Regularly: Check for new questions frequently to ensure timely responses.
  • Provide Clear Answers: Use simple and concise language to address customer inquiries.
  • Highlight Common Questions: Add frequently asked questions and answers proactively, like “Do you offer same-day service?” or “What are your business hours on holidays?”

What This Impacts

  • Increases Customer Satisfaction: Quick and accurate responses leave a positive impression.
  • Encourages Bookings or Visits: Addressing questions promptly can lead to more conversions, such as appointment bookings or store visits.
  • Strengthens Customer Relationships: Engaging with potential customers directly fosters trust and builds lasting connections.

Pro Tip: Stay professional and polite in all your replies to ensure a positive customer experience.

Add Products and Services to Your Profile

Listing your products and services on your Google Business Profile (GBP) makes it easier for potential customers to see what you offer. This feature is especially useful for service-based businesses, helping users find the exact solutions they’re searching for.

Why Add Products and Services?

  • Increases Visibility: Customers searching for specific products or services are more likely to find your business.
  • Improves User Experience: Detailed listings give customers the information they need upfront, reducing the chance they’ll leave your profile to search elsewhere.
  • Encourages Engagement: Clear descriptions and prices make it easier for users to decide whether your business meets their needs.

How to Add Products and Services

  1. Log In to Your Profile Manager
    • Access your GBP and go to the “Edit Products” or “Edit Services” tab.Add a Product or service in google business profile
  2. Add Your Offerings
    • For products, upload high-quality images, add a clear title, description, and price.
    • For services, use simple, descriptive titles (e.g., “Drain Cleaning”) and include a brief description.
  3. Categorize for Clarity
    • Group products or services into categories (e.g., “Plumbing Services” and “Emergency Repairs”) to make browsing easier.

What This Impacts

  • Simplifies Decision-Making: Customers can quickly see if you offer what they need, increasing the likelihood they’ll contact or visit you.
  • Builds Credibility: A well-organized list of offerings demonstrates professionalism and attention to detail.
  • Drives Conversions: The clearer the information, the easier it is for customers to take action, like booking a service or visiting your store.

Pro Tip: Include relevant keywords in your product and service descriptions to improve your chances of appearing in local search results.

Monitor and Update Your Profile Regularly

An optimized Google Business Profile (GBP) requires ongoing maintenance to keep your information accurate and relevant. Regular updates show both customers and Google that your business is active and reliable.

Why Regular Updates Matter

  • Keeps Information Accurate: Outdated details, like incorrect business hours or old offers, can confuse potential customers and drive them away.
  • Improves Customer Trust: Frequent updates reassure customers that your business is engaged and attentive.
  • Boosts Visibility: Google favors profiles with recent activity, which can improve your rankings in local search results.

What to Monitor and Update

  1. Business Hours
    • Update your hours for holidays, special events, or seasonal changes.
  2. Photos and Videos
    • Regularly upload fresh visuals to keep your profile engaging.
  3. Posts and Offers
    • Add new posts about upcoming sales, events, or promotions to keep your audience informed.
  4. Reviews and Q&A
    • Respond to new reviews and questions promptly to maintain strong customer relationships.
  5. Services and Products
    • Adjust your offerings as your business grows or changes.

What This Impacts

  • Enhances User Experience: Updated information ensures customers get the most accurate details when deciding to contact or visit you.
  • Boosts Engagement: Fresh content encourages more interactions, such as clicks, calls, and bookings.
  • Improves Search Rankings: Consistent activity signals to Google that your business is relevant and trustworthy.

Conclusion: Take Control of Your Local SEO with Google Business Profile

Optimizing your Google Business Profile (GBP) is one of the most effective steps you can take to attract more local customers and grow your business. By providing accurate information, engaging with customers through reviews and messaging, and leveraging tools like photos, posts, and insights, you can ensure your business stands out in local search results.

Key Takeaways

  • Keep your business information accurate and consistent across all platforms.
  • Use reviews, photos, and Google Posts to build trust and engage potential customers.
  • Regularly monitor your profile using Google Insights to refine your strategy.
  • Create a profile that not only ranks well but also converts visitors into paying customers.

Pro Tip: Local SEO is a continuous process. Make small updates regularly to keep your profile fresh and relevant.

Ready to take the next step? Explore more tips and strategies in our guide on Optimizing Local Landing Pages.

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

About The Author

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

Got Questions? Feel Free to Reach Out!

Send us an E-Mail

Send us an email to support@lpagery.io and we will get back to you as soon as we can. Response times are usually within a few hours but can sometimes exceed that.

Learn how to do local SEO for HVAC businesses. Get more local customers searching for HVAC contractors in your area!
Learn how to boost your electrician firms local SEO by using the 5 simple steps outlined in this guide. This is how to do local SEO for electricians!
Learn effective real estate marketing strategies to attract buyers, boost local SEO, and maximize engagement through online and offline methods.
Learn effective and cost-free strategies to attract lawyer leads, enhance online visibility, and build trust without breaking the bank.

This post may contain affiliate links to some of our trusted partners. If you click on them and make a purchase, we may earn a commission at no additional cost to you.

Pro Feature

When to Use This Feature

Use Examples