If you run a small or local business, your Google Business Profile (formerly Google My Business) is one of the most powerful tools you have for attracting new customers. It’s the first thing many people see when they search for your services—and it can directly influence whether they call you, visit your website, or scroll past.
But simply claiming your listing isn’t enough. To show up in search results, build trust, and turn views into leads, you need to optimize your profile strategically.
Here are 10 essential tips I’ve used to help clients get found more often—and generate more leads—through their Google Business Profile.
1. Claim and Verify Your Profile
It sounds basic, but it’s worth saying: if you haven’t claimed and verified your business, do it now. You can’t control your listing or access insights until you’re verified.
Go to business.google.com to get started. You’ll need to verify your business via postcard, phone, or email depending on your setup.
2. Use Your Real Business Name
Don’t stuff your name with keywords like “Best Plumber in Los Angeles.” It might seem like a shortcut, but Google sees it as spammy—and it could get your profile suspended.
Stick to your real-world business name. You can optimize for keywords elsewhere.
3. Choose the Right Categories
Your primary category is a major ranking factor, so choose the one that most accurately describes your core service (e.g., “Electrician” or “Dance School”).
You can also add secondary categories to reflect other services. Just don’t overdo it—only add ones that truly apply.
4. Write a Keyword-Rich Business Description
Your business description is a great opportunity to tell your story and include relevant keywords naturally.
Think of it as a mini sales pitch. Explain what you do, who you serve, and what makes you different—while subtly working in key search terms (like your service and city).
5. Add High-Quality Photos
Businesses with photos get more clicks, calls, and direction requests. Upload:
- Your storefront and signage
- Interior shots
- Team photos
- Product or service images
Make sure they’re well-lit, on-brand, and regularly updated.
6. Keep Your Info Accurate and Updated
Double-check your:
- Business hours
- Phone number
- Website URL
- Service areas
- Address (if applicable)
Inaccurate info can hurt your credibility and your local rankings. Update your profile any time something changes—even temporarily.
7. Get and Respond to Reviews
Reviews are one of the biggest trust signals you can have—and they directly impact your local SEO.
Encourage happy customers to leave reviews with a simple follow-up process (I offer a system for this), and always respond—whether it’s a 5-star or a complaint.
8. Use the “Posts” Feature to Stay Active
Google allows you to post short updates to your profile, like:
- Promotions
- Events
- New services
- Helpful tips
These keep your listing fresh and give people a reason to engage. I recommend posting once a week, even if it’s just something simple.
9. Add Products and Services
If you offer specific services or sell products, use the Products and Services sections to showcase them.
This helps Google understand what you offer—and gives searchers more ways to engage with you directly from your profile.
10. Monitor Insights and Adjust
Google Business Profile offers built-in analytics called “Insights,” showing you:
- How people found your listing
- What actions they took (calls, clicks, requests)
- Where they’re located
Use this data to tweak your strategy. For example, if lots of users find you via “directions,” maybe it’s time to improve your storefront visibility or local signage.
Want Help Making the Most of Your Google Profile?
Optimizing your Google Business Profile doesn’t have to be complicated—but it does need to be consistent. If you’re not sure where to start or just want someone to handle it for you, that’s what I’m here for.
Reach out today for a quick review of your current profile and personalized tips to boost your local visibility.
