Your Google Business Profile (GBP) is one of the most powerful tools you have to attract new customers—especially for local businesses. But with so much conflicting information online, it can be hard to know which advice to trust.
This guide walks through exactly what you need to do to fully optimize your Google Business Profile so you can improve visibility, gain trust, and convert more searchers into customers.
Why Google Business Profile Still Matters
When people search for a business near them, Google often displays a “map pack” with a few top results. These listings are pulled directly from GBP profiles. Having a complete, accurate, and compelling profile can dramatically increase your chances of showing up—and standing out.
Let’s walk through the key elements to optimize.
Core Profile Information
✅ Business Name
Use your real-world business name—don’t add keywords or location modifiers. Adding extra words can lead to account suspensions.
✅ Primary Category
Your primary category is one of the most influential ranking factors. Choose the one that most closely aligns with your core service. You can add up to nine additional categories, but only include ones that truly apply.
✅ Business Description
This won’t affect rankings, but it plays a key role in customer decision-making. Write a clear, compelling description focused on helping real people understand what makes you different.
✅ Opening Date
Including the date your business was established builds credibility, even though it doesn’t directly impact ranking.
Contact Information
✅ Phone Number
Use a unique call tracking number with a local area code to track GBP-sourced calls. You can also add a secondary number to align with the one listed on your website and directories.
✅ Messaging
You can enable SMS or WhatsApp messaging for easier communication. This won’t help your rankings but may improve lead quality.
✅ Website Link
Link to your homepage (for single-location businesses) or a location-specific page (for multi-location businesses). Always use UTM tracking to accurately measure performance in analytics platforms.
✅ Social Media Links
Add links to your five most important platforms. Google may display posts from these accounts on your profile, so include active and relevant profiles.
Location and Service Area
✅ Address
Ensure your address is accurate. Suite numbers help users but don’t make your listing more “unique.” Don’t try to manipulate this.
✅ Map Pin
Verify that the map pin is placed at the correct entrance or customer-facing location. Misplaced pins can lead to confusion or lost business.
✅ Service Area
If you’re a service-area business (e.g. plumber, electrician), define the area you serve. Stick to a radius within ~2 hours of driving. If you’re a storefront, this field can be left blank.
Business Hours
✅ Standard Hours
Keep your operating hours accurate. Listing 24/7 hours when you’re not truly open can hurt trust and lead to a bad user experience.
✅ Special Hours
Update for holidays, vacations, or short-term changes. This prevents customer frustration and potential negative reviews.
✅ Additional Hours
Use this to show special service times (e.g., delivery hours, drive-thru hours, etc.) if applicable.
Attributes and Services
✅ Attributes
Select relevant pre-defined options (e.g., wheelchair accessible, LGBTQ+ friendly, etc.). These may be displayed on your listing and can influence customer decisions.
✅ Services
Choose from Google’s suggestions or add your own custom services. Make sure these align with what your customers are searching for—no keyword stuffing.
Photos and Visual Content
High-quality, well-lit photos help convert searchers into customers. Upload images of your storefront, staff, products, services, and interior spaces. For many businesses, this is one of the most impactful sections of your profile in terms of building trust.
Industry-Specific Features
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Restaurants: Add menus, reservation links, and order options.
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Hotels: Include booking links and amenities.
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Auto Dealers: Use the “Vehicles for Sale” feature.
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Service Providers: Keep your service list up to date and detailed.
Questions & Answers
Even though this feature no longer appears on desktop profiles, it’s still visible in Google Maps. You can proactively post and answer common questions to help customers find key info quickly.
Google Posts (Updates)
Google Posts are essentially free ad space within your profile. Use them to highlight current promotions, events, or seasonal services. Don’t treat this like social media—focus on value-driven, persuasive updates that help you stand out.
Reviews and Reputation Management
Reviews are one of the most powerful ranking and conversion signals. Aim to:
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Get reviews consistently
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Respond to all reviews (positive and negative)
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Maintain a higher score and count than your local competitors
Both the quantity and recency of reviews matter. Encourage satisfied customers to leave reviews and make it part of your ongoing process.
Final Thought
An optimized Google Business Profile can significantly improve your local visibility, drive new leads, and build trust with potential customers. While many elements won’t directly impact your rankings, they influence how people perceive and engage with your business—so every detail matters.
FAQ
Q1: What is the most important part of my Google Business Profile to optimize?
A: Your primary category, business name, hours, and reviews have the biggest impact on ranking and visibility.
Q2: Does adding keywords to my business name help me rank better?
A: No. Adding keywords to your name violates Google’s guidelines and can lead to suspension.
Q3: Do Google Posts help me rank higher?
A: No, but they can improve conversions by promoting offers, events, or key selling points directly in your profile.
Q4: Should I list my service area if I have a physical storefront?
A: No. Google ignores the service area field for brick-and-mortar locations. It only applies to service-area businesses.
Q5: How can I track traffic from my GBP to my website?
A: Use UTM tracking on all website links in your profile. This will help you see accurate data in Google Analytics.
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