How to Optimize Your Google Business Profile
Did you know that many small business owners I talk to don’t even know if they have a Google Business Profile? Or if they do, they set it up once and haven’t looked at it since! 😳
If you run a local business, your Google Business Profile (GBP) is one of the best free tools to help local customers find you. But only if it’s optimized!
Why?
Because only businesses with a Google Business Profile (and a local address) can show up in the Map Pack. That’s the section of Google search results that highlights local businesses on a map, which is prime real estate for getting found by customers nearby.
That’s why optimizing your Google Business Profile is just as important as optimizing your website.
When done right, it helps Google understand that you’re a location-based business, increasing your chances of showing up in relevant local searches. Let’s break down exactly what you need to do to make the most of your profile and put your business on the (Google) map.
Here’s a video I made on the topic. If you’re more of a visual person, watch this for a good overview:
Here’s video of how to optimize your Google Business Profile.
Claim & Complete Your Profile
First things first. If you haven’t claimed your Google Business Profile yet, stop what you’re doing and go claim it. Seriously, this is non-negotiable.
Once you’ve claimed your profile, fill in every section available. The more details, the better. This includes:
Business name, address, and phone number (NAP)
Business hours (including holidays!)
Website URL
Services, products, and business categories
A short and compelling business description
Booking links, tour times, or any other relevant details
Add Photos & Videos Regularly
Google loves fresh content, and so do potential customers.
Upload new photos and short videos weekly—these can be the same ones you post on social media. Show off your space, your team, your products, or even happy customers (with permission, of course).
The goal is to make your business feel approachable and active.
Collect & Respond to Reviews
Reviews are gold for your business. Not only do they influence potential customers, but Google also factors them into rankings. And they directly affect your bottom line. Around 7 in 10 consumers state consumer reviews at least “frequently” influence their purchase decisions.
Encourage happy customers to leave reviews (Google prefers recent ones, so keep asking!).
Respond to all reviews—good and bad—within a few days. A BrightLocal study found that 34% of customers expect a response within 2-3 days.
Keep responses to negative reviews professional. Acknowledge concerns, offer a solution, and move on. No arguing!
Use Updates to Share Content
Think of Updates like social media posts but right inside your business listing. Use them to highlight new blog posts, promotions, events, or anything newsworthy.
Keep posts short and engaging.
Use clear calls to action (e.g., “Book Now,” “Shop Now,” “Learn More”).
Post at least once a week to show Google that your business is active.
Add Q&As to Your Profile
Google lets you add and answer common questions right on your profile. This is a great way to proactively address customer concerns and provide important info upfront.
Add at least three frequently asked questions (FAQs).
Answer them clearly and concisely.
Monitor for new customer-submitted questions and respond quickly.
Link to Social Profiles
Add your social media profiles to your GBP.
This gives customers (and Google) a full view of your online presence and brand. It also helps engage your audience on multiple platforms.
Final Thoughts on GBP
Optimizing your Google Business Profile isn’t a one-and-done task.
It’s something you need to maintain and update regularly. The more active you are, the more likely Google is to reward you with higher visibility in search results.
So, if you haven’t given your profile some love in a while, take 10 minutes today to update it. A little effort here can make a big difference in how many people find and choose your business!
If you haven’t yet, check out the video above for a step-by-step walkthrough!
Check out his article for more info about SEO for local businesses.
Common Questions about Google Business Profile Optimizations
What If You Don’t Have a Physical Address?
Not every business has a storefront, and that’s okay! Service-area businesses (like mobile pet groomers, home cleaners, or consultants) can still create a GBP, but there are some limitations.
Instead of a physical address, you’ll set a service area (e.g., “Seattle & surrounding areas”).
The downside? You won’t show up in the Map Pack since Google can’t pin you to a specific location.
The workaround? Some businesses choose to use their home address or a co-working space if that is their place of business. There’s no right or wrong answer here. It depends on your comfort level with making an address public.
Can I use a P.O. Box for my Google Business Profile?
No, Google does not allow P.O. Boxes as business addresses. If you don’t have a physical location, you can set up a service area instead.
Can I rank in the Map Pack without a physical address?
Unfortunately, no. Businesses without a physical location (service-area businesses) can still appear in search results but won’t be featured in the Map Pack.
How do I share pictures if I work from home?
It can be tough coming up with ideas of pictures and videos to show on your profile in certain professions. Here are some ideas to get you thinking of what to share:
Short video clips of you speaking with tips.
Picures of you attending networking events.
Screenshots or videos of the software and tools that you use (as long as customer's data is not showing).
Infographics that shows helpful related info.
Anything that you would share in a social media account could be added to your pictures or updates!
What should I do if someone leaves a fake or unfair review?
You can report fake reviews to Google, but it may take time for them to be removed. In the meantime, respond professionally to show potential customers that you handle feedback well.
Want help optimizing your website and GBP for search engines? Check out my SEO packages here.
