A Google Business Profile (GBP)—formerly Google My Business (GMB)—is a free tool that lets businesses manage how they appear in Google Maps and Search. For many local businesses, a well-optimized Google listing is just as important as a website. It influences how often your business appears in local search, how credible you look to customers, and how likely someone is to call or visit. This guide covers GMB set up, on-going optimization, and best practices for maximum local visibility.
If you’ve ever searched a local competitor and seen a panel with their phone, hours, and reviews on the right side of your screen—that’s a GBP in action. Setting up a profile is straightforward, but older listings often need updates to perform well. A fully optimized profile drives clicks, calls, and customers, making it one of the most effective local SEO tools available.
Getting Started with Google My Business
When working with small businesses focused on local SEO, one of our key local SEO tips is GBP optimization. These listings are available to both brick-and-mortar businesses and service area businesses (SAB). Individual professionals—such as doctors, dentists, attorneys, or agents—can create their own profiles even if they’re part of a larger practice. Departments within institutions like universities, hospitals, or government agencies may also be eligible.
Follow these steps to set up your profile correctly:
Verify your website with Google Search Console. The first step after building a business website, is to verify your site with Google Search Console using the same email you’ll use for your GBP. This can lead to faster or even instant profile verification.
Review Google’s guidelines. Read Google’s guidelines for representing your business. Common issues to avoid:
Your business name should reflect your business’s concise, real-world name—no taglines, keywords, or legal terms like “LLC.”
Co-working locations require your own signage and staffed presence during posted business hours.
Create and complete your profile. Ensure you are signed into the Google account associated with your business, then set up and verify your profile. Include your accurate business name, category, address if applicable, phone number, website URL, and hours—make sure this information matches what’s listed on your website and across directories. SABs do not have to enter an address.
Enable relevant features. Choose which features to turn on—such as messaging, booking, or service listings. Use what’s appropriate for your business model. It’s okay to skip features that aren’t relevant.
Add photos and videos. Upload high-quality visuals that give customers a clear sense of your business. As applicable, prioritize:
Interior/exterior images
Products or menus
At minimum, upload your logo or brand mark
Wait for verification. Depending on your business type and Google’s current process, verification can take a couple minutes to two weeks. If video verification is required, review Google’s criteria carefully before filming.
GBP or GMB Optimization (SEO)
To maximize visibility in local search results (which some people might refer to as “GBP SEO” or “GMB SEO”), Google says your business should present “accurate, complete, and engaging” information. This is especially critical for “near me” and map-based searches—local listings play a central role in how Google surfaces local businesses.
Myth Debunked: You do not need to use the phrase “near me” on your website or in your profile. Google infers location relevance automatically based on context. This common misconception is included on our list of SEO myths.
Google’s documentation says their local search algorithm prioritizes three key factors:
Relevance – How well your profile matches the search query. A complete, detailed profile improves this.
Distance – How close the searcher is to your business location (or service area).
Prominence – How well known your business is, both online and offline. Prominence is the trickier piece of the puzzle and is influenced by:
Google reviews and ratings
Locally relevant links and article mentions
Directory listings
Your website’s organic SEO performance
Pro Tip: Google clearly states that your ranking in organic results is a factor for prominence—follow core website SEO best practices to improve your visibility in local search. We wholeheartedly encourage DIY SEO for small businesses, but a tailored SEO training is the quickest and surest way to get started.
Core Profile Elements to Optimize
Each part of your GMB profile plays a role in local ranking and customer conversion. Here’s how to strengthen the most impactful elements:
Business description. Write a concise, keyword-informed description that clearly explains what you do and what makes you unique. Use natural language—don’t stuff in keywords or awkward phrases.
Categories. Google allows multiple business categories, but use only those that truly represent your offerings—don’t overreach. Start with your primary service or product. If you haven’t reviewed your categories in a while, revisit them as they may have changed or expanded.
Reviews. Customer reviews strongly influence prominence and user behavior. Encourage happy customers to leave reviews using your custom review link:
In your GBP dashboard, go to “Ask for Reviews” to find the shareable link.
Aim for a steady, authentic review flow—not mass requests.
Always respond to reviews professionally, even negative ones, to demonstrate you value feedback and transparency.
Positive reviews can really help you stand out in local pack or local finder results. As an example, search for a service in your area and look at the local results, would you be more likely to click on a listing with starred reviews or a listing with no reviews?
Hours of operation. Keep your hours updated—especially for holidays. Google often sends email prompts to confirm upcoming dates. This is an easy way to regularly engage with your profile and avoid customer frustration.
Photos and visuals. Profiles with fresh, high-quality visuals get more attention. To update: Click on an image in your profile → toggle to “by owner” → remove outdated content. Use the dashboard’s “Add photo” button to upload new assets.
Other features. Periodically review all sections of your GMB profile to keep things up-to-date, especially events, specials, menus, or pricing. Use what’s relevant to your business. It’s better to keep your profile lean and accurate than overloaded with half-completed features—use common sense to determine what applies to your business.
Business Profile Best Practices
The key to local visibility is keeping your GMB listing complete, accurate, and active. Regular updates, real reviews, and ownership control all contribute to better rankings and more customer engagement on Google Search and Maps.
Own your profile. Your Google Business Profile is a digital asset—your business should own it, not your agency or marketing provider. Ownership matters, especially if you ever sell the business or change vendors.
⚠️ Warning: It’s common for bad actors to create GBP listings under their own accounts, making you dependent on them. Always create your profile under your business’s Google account, then grant access to agencies as managers, not owners.
If you need help, many professionals offer remote support without taking ownership—use them, but retain control.
Set a review schedule. Google frequently updates features and occasionally alters listings based on user feedback. Set a monthly or quarterly reminder to review your profile.
Remove duplicates. Many SMBs unknowingly have multiple GBP listings, which can confuse customers and dilute your visibility. If you spot duplicates, follow Google’s process for merging accounts.
Monitor performance. To help you gauge what’s working and where to focus improvements, your dashboard includes a Performance tab where you can track:
Website clicks
Calls
Direction requests
Profile views
Build Success the Right Way
Long-term visibility on Google starts with doing things the right way. Resist the temptation to cut corners with fake reviews, keyword stuffing, or tactics that violate Google’s policies—these shortcuts can lead to profile suspensions or permanent removal.
Instead, focus on building an accurate, trustworthy, and complete profile. Keep it updated, respond to real customer feedback, and share helpful, relevant content. This not only improves your local search rankings, it builds lasting credibility with your audience.
Consistency and authenticity are what drive sustainable growth on Google.
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