Your Google Business Profile (GBP) is arguably the most important piece of your local SEO strategy. It's what shows up in the Map Pack, in Google Maps, and increasingly in AI-generated search results. For many local businesses, it generates more leads than their website.
Setting Up for Success
Business Name
Use your real business name — exactly as it appears on your signage and legal documents. Don't stuff keywords into your business name. Google will penalize you for it.
Categories
Your primary category is the single most important ranking factor for Map Pack visibility. Choose the most specific category that describes your core service. Then add relevant secondary categories.
Description
You get 750 characters. Use them wisely:
- Lead with what you do and where you serve
- Include your key services naturally
- Mention what makes you different
- Include a call to action
Contact Information
- Phone number should be a local number (not toll-free)
- Website URL should point to your homepage or a relevant landing page
- Ensure your NAP (Name, Address, Phone) matches your website exactly
Content That Drives Visibility
Photos and Videos
Businesses with photos receive 42% more direction requests and 35% more website clicks. Upload:
- Exterior photos (helps customers find you)
- Interior photos (shows your space)
- Team photos (builds personal connection)
- Product/service photos (shows what you offer)
- Before/after photos (proves results)
Add new photos weekly. Google rewards active profiles.
Google Posts
Posts appear directly in your GBP listing and signal to Google that your business is active. Post types include:
- Updates — news, announcements, tips
- Offers — promotions and discounts
- Events — upcoming events with dates
- Products — showcase specific offerings
Post at least once per week. Include an image and a call-to-action button.
Products and Services
Add every product and service you offer, including descriptions and pricing. This helps Google match your profile to relevant searches.
Q&A Section
The Q&A section is publicly visible and often ignored by business owners. Proactively add common questions and answers. Monitor for new questions and respond quickly.
Reviews: Your Ranking Rocket Fuel
Reviews are the second most important local ranking factor. More importantly, they directly influence whether someone chooses your business over a competitor.
Getting More Reviews
- Ask every satisfied customer for a review
- Send a follow-up email with a direct review link
- Make it easy — provide a short URL or QR code
- Time your ask right — immediately after a positive experience
- Never offer incentives for reviews (violates Google's policies)
Responding to Reviews
- Respond to every review within 24 hours
- Thank positive reviewers specifically (mention what they praised)
- Handle negative reviews professionally — acknowledge, empathize, offer to resolve
- Never argue or get defensive in public responses
Tracking Performance
GBP Insights shows you:
- How people find your profile (direct vs. discovery searches)
- What actions they take (calls, directions, website clicks)
- Photo views and comparison to competitors
- Search queries that triggered your listing
Review these metrics monthly to understand what's working and where to improve.
Common Mistakes to Avoid
- Inconsistent NAP across directories and your website
- Keyword stuffing in your business name
- Ignoring reviews — especially negative ones
- Inactive posting — going weeks without updates
- Generic descriptions that don't differentiate your business
- No photos or only stock photos
The GBP + Website Connection
Your GBP and website should work together. Your website provides the depth of content, the conversion points, and the SEO signals that reinforce your GBP ranking. Your GBP provides the local visibility, reviews, and Maps presence that drive clicks to your website.
Need help optimizing your Google Business Profile? We've got you covered.