Google Business Profile (GBP) is a free tool that controls how your business appears on Google Search and Maps. It shows your hours, reviews, photos, location, and more right where people are already searching.
Most customers won’t visit your website first. They’ll decide whether to call, visit, or skip you based on what they see here. That makes this one of the most essential marketing tools for any local business.
How It Works
When someone searches for your business or even just for services you offer, your profile can appear in:
- Google Search (the “local pack” near the top of results)
- Google Maps
- The sidebar on desktop searches (the “knowledge panel”)
Your listing shows:
- Business name, address, phone, and website
- Reviews and star rating
- Photos and videos
- Business hours
- Updates or posts
Google uses this information to match you with nearby searches. The more complete and accurate your profile, the better your chances of showing up.
Why Google Business Profile Matters
It’s Where People Decide
This isn’t optional anymore. According to a 2024 BrightLocal survey, 98% of consumers used the internet to find local businesses in the past year, and most of them start with Google.
A strong profile makes it easy for customers to:
- Call or message you directly
- Get directions to your business
- Visit your website
- Read reviews from others
If your information is missing or incorrect, customers will not wait around. They will move on to your competitors.
It Influences Search Rankings
Your Google Business Profile is a ranking factor in local SEO. Google’s local algorithm looks at three things:
- Relevance: Does your business match the search?
- Distance: How close are you to the person searching?
- Prominence: How well-known and reputable is your business online?
The more complete your profile—and the more positive reviews you have—the better your chance of showing up in top search spots.
It Drives Real-World Results
Google’s data shows that:
- Businesses with complete profiles get 7x more clicks than incomplete ones.
- Customers are 70% more likely to visit a business with a complete profile.
Simply put, it helps drive phone calls, website visits, and foot traffic.
How to Set Up and Verify Your Profile
Step 1: Claim Your Business
Visit Google Business Profile and sign in.
Search for your business name.
- If it shows up, click “Claim this business.”
- If not, click “Add your business to Google” and fill in your details.
Step 2: Verify Your Business
Google will ask you to verify, usually by postcard:
- Postcard: A code is mailed to your business address.
- Phone or Email: Available for some businesses.
- Instant Verification: Available for businesses with strong Google histories.
Verification is required before you can fully manage your profile.
Best Practices for Setup
- Use your correct business name—don’t add extra words or keywords.
- Enter a complete, accurate address and phone number.
- Choose the most specific category that fits your business.
- Add high-quality photos showing your space, products, and team.
- Write a short, clear business description (more on this below).
- Keep your hours updated, including holidays.
If you serve customers at their locations, use the “service area” option instead of publicly showing your address.
Optimize Your Profile for Best Results
Keep Business Info Consistent Everywhere
Your business name, address, and phone number (often called “NAP”) must match across your website, social media, and directories. Inconsistent info hurts search rankings and confuses customers.
Set Business Hours & Keep Them Up-To-Date
Don’t just guess—list your real operating hours. Include seasonal hours and holidays. Outdated hours frustrate customers and often lead to bad reviews.
Write a Helpful Business Description
Here’s how to make it effective:
- Lead with what you offer.
- Mention what makes you different.
- Include areas you serve or specialties.
- Avoid keyword stuffing, write naturally.
Example:
“We provide pediatric dental care for children of all ages in South Austin, with a focus on gentle, anxiety-free visits.”
Focus on the first 250 characters—this is what most people will see before they have to click “More.”
Choose Categories Carefully
Categories are crucial. Google uses them to determine where you appear in searches.
- Pick the most specific primary category that applies to you.
- Add secondary categories only if they truly apply.
- Review Google’s complete category list before choosing.
Example:
If you’re a wedding florist, don’t just pick “Florist.” Choose “Wedding Service” as your primary if that’s your main focus, with “Florist” as a secondary.
Photos and Videos
Add Photos That Help Customers Decide
Photos make a huge difference. In a study by BrightLocal, listings with photos received 42% more requests for directions and 35% more website clicks.
Here’s what to add:
- Your storefront (day and night if possible)
- Interior shots
- Staff photos (especially for service businesses)
- Products or services in action
Avoid over-filtered or low-quality images. Take photos in good lighting, and update them often.
Short Videos Can Boost Engagement
Short videos (under 60 seconds) can help people connect with your business. Show:
- A quick walkthrough of your space
- Services being performed
- Products in use
Keep it simple. You don’t need fancy editing, just clean, steady shots that give customers a feel for what to expect.
Reviews are Vital for Success
Reviews influence rankings, but more importantly, they build trust.
Here’s what works best:
- Ask in person, right after a positive experience.
- Send follow-up emails or texts with a direct link.
- Add a review link on your receipts or thank-you pages.
- Use a QR code at your front desk or checkout area.
Timing matters. Aim to ask within 24 hours of the interaction.
Respond to Every Review
Responding isn’t optional. Google even says replying to reviews can improve your local visibility.
- Positive reviews: Thank the customer by name and mention something specific.
- Negative reviews: Stay calm, apologize if needed, and offer a private way to resolve the issue.
Example:
“Thanks, Maria! We’re glad you enjoyed your haircut. We’ll see you again soon.”
“Sorry we fell short, James. Please call us at (512) 555-1234 so we can make this right.”
Use Reviews to Improve
Look for common themes in your reviews:
- Are people mentioning excellent customer service?
- Complaints about wait times?
- Consistent praise for a specific product?
Use this feedback to improve your services and train your staff. Share good reviews with your team and encourage behaviors that lead to more of them.
Focus Your Efforts Where They Count
Post When It Actually Matters
Forget the old advice about weekly posts. Research from Sterling Sky shows that frequent posts don’t directly impact rankings.
Instead, post only when you have something worth sharing, like:
- A sale or special promotion
- A new product or service
- An upcoming event
- Seasonal tips or updates
Think of posts as temporary ads. Most show up for 7 days or less unless they’re tied to an event with a future date.
Example:
A tax prep firm could post about appointment openings in January and again in April, right before the deadline, but it doesn’t need to post every week.
Use Local Keywords Naturally
Yes, keywords still matter, but only when they flow naturally.
Don’t stuff phrases like “best plumber in Austin” everywhere. Instead, weave in local references in places where customers would expect them:
- Business description
- Service descriptions
- Posts (when appropriate)
- Occasionally in photo captions
Example:
“We’ve been repairing vintage motorcycles for North Loop and Hyde Park riders since 2007.”
Also, check your Google Business Profile Insights to see precisely which search terms bring people to your profile. Focus on those.
Want help improving your Google Business Profile or SEO? Get in touch here.
