When you’re looking for a place to eat or want to know what there is to do in a new town, where do you normally turn to? It’s probably Google.
87% of customers use Google to find local businesses. Having a Google Business Profile can garner your business 500-700 clicks per month.
However, when it comes to creating your Google Business Profile, optimization is key.
A well-optimized profile boosts your visibility on Google Search and Maps, brings in more local traffic, and turns searches into customers. This guide will walk you through the top 10 Google Business Profile best practices—how to create, manage, and fine-tune your profile for the best local SEO results.
What is Google Business Profile?
Google Business Profile (GBP) is a free tool that helps businesses appear in local search results and Google Maps. It displays essential details like name, address, phone number, website, hours, services, and customer reviews—making it easier for potential customers to find and engage with you.
A well-optimized GBP boosts visibility, builds trust, and drives customer actions like calls, website visits, and direction requests. Think of it as your first impression and best salesperson—without the cost of ads.
Key Benefits of an Optimized GBP:
- Higher local visibility: Show up at the top when customers search for businesses like yours.
- More customer engagement: Increased website clicks, phone calls, and visits.
- Stronger credibility: Verified businesses with good reviews rank higher and earn trust.
Google Maps Marketing: Not Just a Tool
Google Maps isn’t just a navigation tool. It can also be used as a powerful marketing channel. Appearing in the Google Local Pack (top 3 map listings) means more foot traffic, calls, and sales.
Top Google Maps Ranking Factors:
- Proximity: How close your business is to the searcher.
- Relevance: How well your business matches the search.
- Prominence: Your credibility (reviews, backlinks, citations).
A business with 500+ five-star reviews is going to rank higher than a business with minimal online presence. Optimizing your profile makes your business visible and competitive in local search.
How to Create Your Google Business Profile
So, how do you register a business in Google?
Setting up your GBP is simple and the foundation for getting your business more visibility. The process takes only six steps:
- Go to the Google Business Profile Manager: Visit GBP and sign in with your Google account.
- Enter your business name: If your business appears in the search suggestions, select it. If not, click “Add your business to Google.”
- Choose your business category: Pick the category that best represents your business. This helps Google understand what you offer and match you with relevant searches.
- Add your location (if applicable): If you have a physical storefront or serve customers in person, enter your address. If you operate remotely, you can set up a service area instead.
- Enter contact details: Provide your phone number and website to make it easy for customers to reach you.
- Verify your business: Google requires verification to confirm that you own the business. This can be done via postcard, phone, or email.
Now that you have set up your GBP and registered your business in Google, it’s time to dig deeper into setting your business up for success.
What are Google Business Profile Best Practices?
Here’s how to optimize your GBP for maximum impact.
1. Claim and Verify Your Business Listing
The first step towards optimizing your GBP is to have full control over your Google listing. You may be wondering: Is Google Business Profile the same as a Google listing?
In short, yes! A Google listing is a free online profile for your business.
And if your business has multiple locations, you’ll need separate listings for each business to increase visibility and ensure accuracy.
Plus, verifying your business boosts your credibility. Studies show that verified businesses are 2.7 times more likely to be seen as reputable by customers, and receive 42% more direction requests. Without verification, you’ll have limited access to your profile’s features, so make this step a priority.
2. Optimize Business Details and Contact Information
Start by double-checking your business name, address, and phone number for consistency across all platforms, including your website, Yelp, TripAdvisor, and social media. Inconsistencies in this information can confuse customers and hurt your rankings.
Additionally, use attributes like “Wheelchair Accessible,” “Outdoor Seating,” or “Women-Owned Business” to make your listing more informative and specific.
How Often Should I Update My GBP Listing?
Keep your business hours up to date, especially around holidays and special events, to avoid customer frustration. Also, if you provide mobile services (pickup or online ordering) or deliveries, be sure to set up your service area radius to accurately reflect where you operate.
3. Choose the Right Business Categories
Google allows businesses to select a primary category, which carries the most weight for search rankings, and multiple secondary categories to add further context. The more specific your primary category, the better.
Instead of choosing a broad category like “Restaurant,” go for something more targeted like “Italian Restaurant.” Secondary categories should reflect any additional services your business provides, such as “Bakery” if your Italian restaurant also sells pastries.
Your primary category plays a major role in determining which searches your business appears for, so take the time to choose it wisely.
4. Create a Keyword-Optimized Business Description
When a customer searches for your business, a Google overview of your company is one of the first things they will see. Focus on the first 250 characters, as they carry the most weight in search results.
Your business description should be:
- Concise & keyword-rich: Within the first 250 characters, you’ll want to be as specific as possible and include your key service offerings.
- Customer-focused: Clearly state what sets you apart and why they should choose you over competitors.
- SEO-friendly: Naturally include local search terms for your customers.
5. The Power of Photos: Your GBP’s Secret Weapon
Adding high-quality photos to your GBP is a game changer to attract more customers. Businesses with photos get 42% more requests for directions and 35% more website clicks compared to those without images.
Your photo gallery should include:
- Your logo & cover photo: This helps your branding remain consistent and familiar.
- Exterior & interior shots: These shots help your customers recognize your store.
- Product & service photos: Every customer is interested in your offerings! Use high-quality images of them to pull customers in.
- Team photos: Photos of your team help build trust in your company and give customers a familiar face to remember.
- Behind-the-scenes images: These photos give a glimpse into your operations.
6. Encourage Customer Reviews, and Respond to Them!
Customer reviews significantly impact your local ranking and credibility—97% of customers read local reviews. However, it’s not just about collecting reviews—it’s about maintaining a steady flow of them over time. Train your team to politely ask satisfied customers for reviews, leverage email and social media to encourage feedback, and place a QR code in-store that links directly to your review page.
Engaging with reviews not only builds trust with customers but also signals to Google that your business is active and responsive.
When responding to reviews be intentional.
For positive reviews, here’s an example on how to respond:
“Thanks for visiting! We’re so glad you loved our handmade gelato. What was your favorite flavor?”
Asking a question back encourages the customer to engage further with your brand and continue to put their trust in your business.
For negative reviews, remain professional and solution-oriented:
“We’re sorry to hear about your experience! Please reach out so we can make it right.”
This response will prompt customers to further explain how your business can do better in the future and positions your company as hospitable and open to feedback.
Source: TapTag
7. Leverage Google Posts to Increase Engagement
Google Posts allow businesses to share updates directly on their GBP, keeping customers informed and engaged. Use them to promote special offers, highlight upcoming events, and share important news. Always include a strong call-to-action (CTA) like “Call Now,” “Book Appointment,” or “Learn More.”
Regularly posting fresh content helps boost visibility and customer interaction. What does a Google Post look like? Here’s an example:
Source: Semrush
8. Get High-Quality Local Backlinks
Building a strong backlink profile can improve your local search rankings. The best way to earn quality backlinks is by getting featured in local publications, partnering with food bloggers and influencers for reviews, and listing your business on reputable directories like Yelp and TripAdvisor. Avoid buying backlinks, as Google penalizes this practice.
9. Enable and Optimize Google Messaging
Google Messaging allows potential customers to contact you directly through your profile. To optimize Google Messaging, enable messaging and set up automated responses for frequently asked questions. Fast response times improve customer satisfaction and increase conversions—businesses that reply within 24 hours are 50% more likely to convert leads!
10. Add and Optimize Products and Services
When creating a Google Business Profile for services, knowing how to optimize your service offerings will help you stand out from the noise of competitors. You should list your services and individual products with high-quality images and prices, seamlessly integrating keywords when appropriate.
Tracking Performance with GBP Insights
Optimizing your GBP is just the first step—tracking its performance ensures your efforts are driving results. GBP Insights provides valuable data on how customers interact with your listing, helping you refine your strategy for better engagement and visibility.
Here’s how to access GBP Insights:
- Log into your GBP.
- Navigate to the Insights dashboard.
- Analyze how customers interact with your listing.
Source: Advice Local
If you’re new to analyzing data for your business, here are some key insights to look out for.
- Customer Actions: Track key engagement metrics such as website clicks, calls, and direction requests.
- Photo Views & Engagement: Compare your images’ performance to competitors and adjust accordingly.
How Marketwake & Momentum Listings Can Help
Marketwake offers Momentum as a GBP optimization service to help your business scale and gain loyal customers.
How can Momentum help me manage local listings more efficiently?
- Ensure name, address, and phone number consistency across listings.
- Provides automated review management.
- Optimizes GBP for higher local rankings.
Learn more about Momentum and how it can leverage your business:
Ready to Register Your Business on Google? Sign up for Google Business Profile now.
Frequently Asked Questions
What is the Best Way to Register My Business in Google?
Start by visiting GBP and searching for your business. If it appears, claim it; if not, you can add it manually. Once claimed, Google requires verification to confirm ownership. This can be done via postcard, email, phone, or Search Console.
Which Best Practices Matter Most for Google Business Profile Optimization?
Overall, the best practices that matter most are to claim and verify your business, updating your GBP listing constantly, creating a keyword-optimized business description, engaging with customer reviews, getting high-quality backlinks, and tracking performance with GBP insights.
