The 10 steps I use to optimize my clients’ Google Business Profile

Have you ever needed to find a landscaper in your area, or electrician, or plumber, or [insert literally any other home improvement contractor or server]?

What did you do? Chances are, you opened Google, typed something like “landscapers near me,” and scanned the top results.

Maybe you clicked on one of the top three businesses in the map pack, checked their reviews, and gave them a call.

This quick search process is exactly how most customers discover local businesses today.

If you’re a business owner, showing up in those top results isn’t just nice to have—it’s critical. That’s where your Google Business Profile (GBP) comes in.

What is a Google Business Profile, and Why Does It Matter?

A Google Business Profile (GBP) is a free tool from Google that helps businesses manage their online presence across Google Search and Maps. It serves as a virtual storefront, offering potential customers quick access to essential information such as your business hours, location, services, and reviews—all at a glance.

For local businesses, a well-optimized GBP is a game-changer. Why? Because it positions your business in front of customers who are already searching for what you offer. Whether someone is looking for a “piano tuner near me” or “best coffee shop in town,” a strong GBP ensures your business stands out in local search results.

Why Optimization is Critical for Success

An optimized Google Business Profile can:

• Increase visibility: Appear in the coveted “local pack” (the top 3 results displayed on Google Maps).
• Drive engagement: Boost clicks on your website, calls to your phone number, and visits to your location.
• Convert searches into sales: Provide the information customers need to choose your business over competitors.

In short, it’s a simple yet powerful way to attract more local customers and grow your business. But just claiming your profile isn’t enough—it needs to be optimized.

What’s Coming in This Post

In this post, I’ll share the X exact steps I use to help my clients unlock the full potential of their Google Business Profile. These are proven, actionable strategies that can drive more visibility, clicks, and conversions for any local business. Ready to transform your GBP into a customer-generating machine? Let’s dive in!

1. Claim and Verify the Profile

The first and most important step to optimizing your Google Business Profile is claiming and verifying it.

If you haven’t claimed your profile yet, it means anyone—including competitors—could suggest edits or make changes to your business information. Verification ensures you have full control over your profile, so only you can update crucial details like your hours, services, and contact information.

How to Verify Your Profile

1. Claim Your Business
   • Go to Google Business Profile Manager.
   • Sign in with your Google account and search for your business.
   • If your business appears, click on it and choose “Claim this Business.”
2. Verify Ownership
   Once you’ve claimed your business, Google will ask you to verify your ownership. Depending on your business type, you’ll see one or more of these options:
   • Email Verification: Google sends a verification code to your business email.
   • Phone Verification: Receive a code via text or an automated call.
   • Postcard Verification: Google mails a code to your business address (usually takes 5-7 days).
   • Video Verification: Record or join a live video with Google to show your business location, signage, or workspace.

Pro Tip #1: Register your site with Google Search Console first, as that can usually help the process of verifying your website for your Google Business Profile page.

Pro Tip #2: If you have the option, use email or phone verification for a quicker process. Be sure your business details are accurate and consistent across your website and other listings to avoid delays.

Once verified, you can fully manage and optimize your profile, making it a powerful tool to attract local customers.

2. Fill Out Every Section Completely

Once your Google Business Profile is verified, it’s time to fill out every section with accurate, detailed, and engaging information.

A fully completed profile not only helps potential customers trust your business but also signals to Google that your profile is well-maintained, improving your chances of ranking higher in local search results.

Key Sections to Complete:

1. Business Name
   • Use your exact business name as it appears on your website and signage. Avoid adding extra keywords like “best” or “near me,” as this can violate Google’s guidelines and hurt your ranking.Example: If your business is “Glen Burnie Plumbers,” don’t list it as “Glen Burnie Plumbers – #1 Plumber in Maryland.”
   Pro Tip: Consistency is critical. Use the same name across all online platforms, including your website, social media, and directories.

2. Address and Phone
   • Enter your exact business address and phone number. Double-check for accuracy, as these are crucial for customers trying to contact or visit you.
   • Ensure your NAP (Name, Address, Phone) information matches your website and other online listings to avoid confusing Google or potential customers.
   Pro Tip: If you operate a service-area business, hide your exact address and define your service areas instead.

3. Business Hours
   • Add your regular hours of operation. Update this section immediately if your hours change.
   • Don’t forget to include holiday hours well in advance to avoid disappointing customers.
   Pro Tip: Use Google’s special hours feature to set temporary hours for holidays, events, or seasonal changes.

4. Business Description
   • Craft a compelling description that highlights your business’s services, unique selling points, and location. Aim for 2-3 sentences that are both informative and engaging.Include local and industry-specific keywords naturally, but avoid overloading it with too many keywords (a practice called keyword stuffing).
   Example: “Iron Mountain Piano Tuning provides expert piano tuning, pitch correction, and maintenance services throughout Upper Michigan. With over 10 years of experience, we’re committed to helping you enjoy the perfect sound from your piano.”
   
   Pro Tip: Use this space to establish credibility. Mention any awards, certifications, or unique services you offer.

Why This Matters

Google prioritizes complete and accurate profiles when ranking local search results. Plus, potential customers are more likely to choose a business that provides clear and helpful information.

3. Add High-Quality Photos and Videos

Visual content plays a crucial role in attracting customers to your Google Business Profile. High-quality photos and videos not only make your profile more appealing but also help establish trust and give potential customers a better sense of your business.

What to Include:

1. Showcase Your Products and Services
   • Upload clear, high-resolution images of your products, services, or projects.If you’re a service-based business, include “before and after” shots to highlight the quality of your work.
   Example: A landscaper might share a freshly cut lawn, their well polished equipment, or a time-lapse video of edging sidewalks and pathways.

2. Highlight Your Team and Location
   • Share pictures of your team in action to create a personal connection.
   • Include photos of your storefront, office, or workspace to make it easier for customers to recognize your location.
   Pro Tip: For service-area businesses, upload images from your service area, such as customer sites or events.

3. Professional Logo and Cover Photo
   • Use a professional logo as your profile picture to reinforce your branding.
   • Upload a high-quality cover photo that reflects your business’s personality—this will appear prominently on your profile.
   Example: A piano tuning business might use a visually striking image of a grand piano in a well-lit room as their cover photo.

4. Add Short Videos to Boost Engagement
   • Videos can help your profile stand out. Keep them short (under 30 seconds) and focus on showing your services, happy customers, or your business in action.
   • Example: A time-lapse video of a completed service or a quick “meet the team” introduction.
   Pro Tip: Use captions for videos so they’re accessible to everyone and can be understood even when played on mute.

Why Visuals Matter

Google research shows that profiles with photos and videos receive 42% more requests for directions and 35% more clicks to their website compared to those without. Visuals build trust, show professionalism, and make your profile more engaging for potential customers.

4. Select Relevant Categories and Attributes

Choosing the right categories and attributes for your Google Business Profile is essential for helping Google and potential customers understand what your business offers. These details ensure your business appears in the most relevant local search results.

Primary Category: Be Specific and Relevant

The primary category is the most important because it defines your business’s main service. Choose one that accurately reflects what you do, even if it feels narrow.

Example for a Plumber:
Instead of using a broad category like “Contractor,” select “Plumber.” If your business specializes further (e.g., emergency plumbing), make sure your choice reflects that.

Secondary Categories: Add Supporting Services

After setting your primary category, you can add secondary categories to highlight other services you offer. Don’t overload this section—stick to a few key services to avoid confusing Google or your audience.

Example for a Plumber:

• Primary Category: Plumber
• Secondary Categories:
  • Water Heater Installation Service
  • Sewer Service
  • Drainage Service

Pro Tip: Use Google’s category search tool to find precise matches for your services.

Attributes: Highlight What Makes Your Business Stand Out

Attributes are additional details that can make your profile more appealing to customers. These vary by business type and can include everything from accessibility features to payment options.

Example for a Plumber:

• Veteran-owned or Women-owned
• Emergency service available
• 24/7 availability
• Accepts credit cards
• Environmentally friendly products used

Pro Tip: Keep your audience in mind when choosing attributes. If you cater to environmentally conscious customers, highlighting eco-friendly practices can set you apart.

Why Categories and Attributes Matter

Google uses this information to match your business with specific search queries. The more accurately you describe your business and its unique features, the more likely it is to show up in relevant searches. Plus, attributes like “24/7 availability” can directly influence a customer’s decision to call you.

5. Optimize for Keywords

Keywords are a vital part of optimizing your Google Business Profile. By strategically incorporating relevant terms into your description, posts, and responses to reviews, you help Google understand your business and improve your chances of showing up for local and industry-specific searches.

Where to Use Keywords:

1. Business Description
   • Use keywords that describe your services, location, and unique offerings. Avoid overloading the text with keywords (keyword stuffing), as this can hurt your rankings.
   • Example for a Plumber: “John’s Plumbing specializes in emergency plumbing, water heater repair, and drain cleaning in Annapolis. With over 20 years of experience, we provide fast, reliable service to homes and businesses across the city.”

2. Google Posts
   • Regularly post updates, promotions, or events on your GBP. Incorporate keywords naturally into these posts to increase your profile’s relevance for related searches.
   • Example Post:“Need emergency plumbing services in Annapolis? Call us today for 24/7 support. From clogged drains to burst pipes, we’ve got you covered!”

3. Responses to Reviews
   • Responding to reviews is an opportunity to use keywords while showing appreciation to your customers. This helps reinforce your expertise and relevance to Google.
   • Example Response to a Positive Review: “Thank you for trusting us with your water heater installation in Annapolis! We’re glad we could help and look forward to assisting you again in the future.”

How to Find the Right Keywords

1. Start with Google Keyword Planner:
   This free tool helps you discover terms customers are already searching for. Focus on:
   • Location-specific terms (“emergency plumber in Chicago”).
   • Service-specific terms (“clogged drain repair” or “tankless water heater installation”).
     
2. Check Google’s “People Also Ask” and Related Searches:
   • Search for your main services and note the common questions or related keywords that appear.
     
3. Spy on Competitors:
   • Look at the descriptions and posts of top competitors in your area for inspiration.

Pro Tip:

Update your keywords periodically based on trends or seasonality. For example, focus on “frozen pipe repair” in winter or “outdoor plumbing maintenance” in spring.

Why Keywords Matter

Incorporating local and industry-specific keywords boosts your profile’s relevance in search results, making it easier for potential customers to find your business. When done right, this strategy can drive more traffic, calls, and conversions without sounding forced.

6. Encourage and Respond to Reviews

Customer reviews are a powerful way to build trust and credibility on your Google Business Profile. Not only do reviews influence potential customers, but they also play a significant role in how Google ranks your profile in local search results.

Encourage Satisfied Clients to Leave Reviews

Politely ask happy clients to share their experience on Google. Most customers are willing to leave a review if you ask at the right time, such as after completing a project or delivering excellent service.

How to Ask for Reviews

• Send a follow-up email with a direct link to your Google Business Profile review section.
• Mention it during a face-to-face conversation or a phone call when a client expresses satisfaction.
• Include a gentle reminder in invoices or thank-you messages.

Example for a Landscaper

“Thanks for choosing Green Oasis Landscaping for your backyard makeover! We’d love to hear your feedback. If you have a moment, please share your experience on Google—your review helps us grow and serve more customers like you.”

Pro Tip: Avoid offering incentives like discounts or freebies in exchange for reviews—this violates Google’s policies and can result in penalties.

Respond to All Reviews with Professionalism

How to deal with Positive Reviews on Google

Take the time to thank your customers and reinforce the aspects of your service they appreciated. This shows gratitude and encourages other potential clients to reach out.

“Thank you so much, Sarah, for your kind words! We’re thrilled you’re happy with your new patio design. It was a pleasure working with you, and we hope you enjoy your outdoor space for years to come!”

How to deal with Negative Reviews on Google

Address negative feedback promptly and professionally. Apologize if necessary, explain your side, and offer a resolution if appropriate. This demonstrates your commitment to customer satisfaction.

“Hi Tom, we’re sorry to hear you weren’t satisfied with your lawn care service. Your feedback is important to us, and we’d like to make things right. Please contact us directly so we can address your concerns and improve.”

Use Keywords in Your Responses

When responding to reviews, naturally incorporate local and industry-specific keywords to reinforce your services and improve SEO.

Example for a Positive Review:

“Thank you for your review, Mark! We’re so glad you’re enjoying your new landscape design. Creating beautiful, functional outdoor spaces in the Severna Park area is our passion, and we’re happy to have helped bring your vision to life!”

Why Reviews Matter

• Trust: 93% of consumers say online reviews influence their purchasing decisions.
• SEO: Google favors profiles with a steady flow of positive reviews, boosting your visibility.
• Engagement: Responding to reviews shows customers (and Google) that you’re actively managing your profile.

7. Use the Posts and Q&A Features

Google Business Profile offers two powerful tools—Posts and Q&A—that allow you to interact with your audience, share valuable content, and boost your profile’s visibility. Regularly using these features helps keep your profile fresh and engaging, ultimately attracting more potential customers.

Google Posts: Share Updates, Promotions, Events, and Tips

Google Posts allow you to post short updates directly on your Google Business Profile. These posts are visible in your profile and local search results, giving you the chance to engage customers and provide fresh content.

Types of Posts to Share

• Updates: Keep customers informed about new services, changes in business hours, or important announcements.
• Promotions: Offer limited-time discounts, deals, or special packages to entice customers.
• Events: Share upcoming events, workshops, or webinars.
• Tips and Advice: Share industry insights, helpful tips, or how-to guides to showcase your expertise.

Example for a Landscaper:

Post Title: “Transform Your Yard with a Spring Landscaping Makeover!”
Post Text: “Spring is here, and it’s the perfect time to revamp your outdoor space. Call Green Oasis Landscaping today for a free consultation on garden design, tree planting, and lawn care services.”

Pro Tip: Posts can also include photos, links to your website, and call-to-action buttons like Call Now or Book Appointment.

Google Q&A: Proactively Add FAQs and Answer Questions

Google Q&A is another feature that can boost your profile’s engagement. This section allows customers to ask questions, but you can also take control by adding your own FAQs. Proactively adding answers to common questions showcases your expertise and helps potential customers find the information they need.

What to Add in the Q&A Section

• Frequently Asked Questions (FAQs): Think about the common inquiries customers ask, such as “How often should I water my garden?” or “Do you offer emergency landscaping services?”
• Answers to Your Own Questions: Google allows you to answer your own questions in addition to responding to those from customers. Adding a few helpful FAQs in advance can provide immediate value to people who visit your profile.

Example for a Landscaper:

Question: “How much does landscaping design cost?”
Answer: “The cost of landscaping design varies depending on the project size and scope. Typically, a basic design starts at $500. Contact us for a custom quote based on your needs and vision.”

Pro Tip: Monitor the Q&A section regularly and respond to customer questions promptly to maintain engagement.

Why Google Posts and Q&A Matter

• SEO: Regularly posting fresh content signals to Google that your profile is active, improving your search ranking.
• Engagement: Posts and Q&A are great ways to interact with potential customers, answer their questions, and share promotions or news.
• Expertise: By answering questions and sharing helpful posts, you position your business as an expert in your field, which builds trust with your audience.

8. Add Services, Products, and Special Offers

Providing a comprehensive and clear breakdown of your services or products on your Google Business Profile can greatly enhance customer decision-making. The more specific and transparent you are about what you offer, the more likely you are to build trust and encourage conversions.

Detail All Services and Products

Be thorough in listing all the services or products you offer. Use clear and descriptive language, and include as much relevant information as possible to help potential customers understand exactly what you provide.

Example for a Landscaper:

• Service Name: Lawn Mowing
• Description: “Our lawn mowing service includes trimming grass, edging sidewalks, and ensuring your lawn is neat and healthy. We use professional-grade equipment to ensure precision and efficiency.”
• Pricing: $30 per visit (based on average yard size).
• Photos: Upload clear, high-quality images of completed work.

Add Accurate Pricing

Customers appreciate transparency, and including prices for your services helps avoid confusion and sets expectations. Where possible, offer tiered pricing for different service levels (e.g., basic, standard, and premium).

Example for a Landscaper:

• Service: Tree Pruning
• Pricing:
  • Basic Pruning: $100
  • Advanced Pruning (for large trees): $250+
• Description: “Professional tree pruning for health and aesthetics. We remove dead or diseased branches to ensure the longevity of your trees.”

Pro Tip: If pricing varies based on specific factors (e.g., yard size, location, or complexity), be clear about what influences the price or offer a free consultation for customized quotes.

Use High-Quality Images

Add images that show your services or products in action. Clear, high-quality photos help potential customers visualize the results of working with you.

Example for a Landscaper:

• Service: Garden Design
• Images:
  • Before-and-after shots of a garden makeover
  • Close-up images of plants, flowerbeds, and landscaping features
  • A wide shot showcasing the complete garden layout

Pro Tip: When adding images, try to capture the various stages of your service (e.g., a lawn before and after treatment) to highlight the full scope of what you offer.

Use the “Offers” Section for Promotions or Discounts

The “Offers” section is a great way to showcase any time-limited deals, discounts, or special promotions you’re running. This is a powerful way to entice customers to book your services, especially during slower seasons or for attracting first-time clients.

Example for a Landscaper:

• Offer Title: “Get 10% off your First Landscaping Service!”
• Offer Details: “Sign up for a full landscaping project, and enjoy 10% off your first service. Offer valid until [date].”
• Call to Action: “Call today to schedule your free consultation!”

Why Detailing Services and Offers Matters

• Clarity and Trust: Being transparent about your services, pricing, and promotions builds trust with potential customers.
• Increased Conversions: Providing clear, compelling descriptions and offers encourages more visitors to take action—whether that’s booking a service, calling for a quote, or visiting your website.
• SEO Benefits: Google looks at the detailed content you provide to match your business to relevant local searches, improving your profile’s visibility.

9. Monitor Insights and Adjust Strategy

Google Business Profile Insights is a powerful tool that allows you to track how your profile is performing. By analyzing key metrics like searches, views, and actions, you can gauge the effectiveness of your optimization efforts and refine your strategy to better meet your business goals.

Review Metrics Like Searches, Views, and Actions

GBP Insights provides detailed data on how customers interact with your profile. Here are some important metrics to track:

• Searches:
  • Shows how often your business profile was found in search results, whether through direct searches (customers searching for your business name) or discovery searches (customers searching for related terms).
  • What to Look For:
    • A significant number of discovery searches indicates that your optimization strategies (keywords, business categories, etc.) are working.
• Views:
  • Displays how many times your profile or photos have been viewed.
  • What to Look For:
    • A high number of views means that people are engaging with your profile and learning more about your services.
• Actions:
  • Tracks how often people take specific actions like calling your business, visiting your website, or requesting directions.
  • What to Look For:
    • A high number of actions indicates that your profile is successfully converting interest into potential customers.

Analyze What’s Working

GBP Insights also provides data on posts and photos. This allows you to track which types of content are resonating the most with your audience.

• Post Engagement:
  • Review how many clicks, views, and interactions your posts get. If you notice certain types of posts (promotions, updates, or tips) getting more engagement, consider focusing more on those.
  • Example for a Landscaper:
    • If a post about “Spring Lawn Care Tips” gets more clicks than other posts, you might want to post similar content in the future or boost posts with similar themes.
      
• Photo Engagement:
  • Check how often your photos are being viewed. Photos are a key factor in decision-making, so regularly updating your photo gallery is essential.
  • What to Look For:
    • If a certain type of image (e.g., before-and-after lawn makeover photos) gets more views or interactions, you can use this insight to update your profile with more similar content.

Refine Your Strategy Based on Insights

Once you’ve analyzed the data, adjust your Google Business Profile strategy accordingly. Here’s how:

• Post Frequency and Type:
  • If posts about seasonal services (like “Winter Lawn Care”) perform better during certain months, schedule similar posts around that time each year.
  • If promotional posts drive more actions than informational ones, consider running more special offers to increase conversions.
• Photo Updates:
  • If certain photos (e.g., landscaping projects or customer testimonials) attract more attention, upload similar high-quality images. Consider adding new images to keep your gallery fresh.
• Call-to-Action Optimization:
  • Analyze which calls to action (CTAs) like Call Now, Book Appointment, or Request Quote result in more customer actions. If one CTA is working better than the others, make it the default for all your posts.

Why Monitoring Performance Matters

• Continuous Improvement: By monitoring your profile’s performance, you can continuously refine your strategy to improve engagement and conversions.
• Data-Driven Decisions: Using the insights provided by GBP, you can make informed decisions about content and engagement, avoiding guesswork.
• Stay Ahead of Competitors: Regular analysis helps you identify trends and adjust your approach faster than your competitors.

10. Keep the Profile Updated

Your Google Business Profile (GBP) is not a set-it-and-forget-it tool—it requires ongoing updates to reflect any changes in your business. Whether it’s adding new services, updating seasonal hours, or promoting limited-time offers, keeping your GBP fresh and accurate ensures that customers always have the most relevant and up-to-date information.

Update for Changes Like New Services, Seasonal Hours, or Promotions

Changes in your business should be reflected immediately on your Google Business Profile. Updating your profile regularly is crucial for maintaining customer trust and ensuring your business is accurately represented.

• New Services:
  • If you’ve added new services or products, update your GBP to reflect those changes.
  • Example for a Landscaper:
    • “We now offer organic lawn care treatments! Call today for a consultation.”
      
• Seasonal Hours:
  • Adjust your business hours for holidays, special events, or seasonal changes. This prevents confusion for customers and ensures they can reach you when needed.
  • Example for a Landscaper:
    • “We will be closed for the winter season from December 15th to January 15th but will still be available for emergency services.”
      
• Promotions or Offers:
  • If you’re running a promotion or special deal, update the “Offers” section on your profile immediately.
  • Example for a Landscaper:
    • “Get 20% off tree planting services for the next 30 days! Book now before the season ends.”

Set a Quarterly Reminder to Audit and Refresh Your GBP

Consistency is key, but so is ensuring your profile reflects any major changes to your business or market trends. Setting a quarterly reminder to audit and refresh your GBP can help you stay ahead.

• Audit Checklist:
  • Review your business name, address, and phone number (NAP consistency).
  • Update your service or product list and descriptions.
  • Upload new photos or videos that highlight your work and latest projects.
  • Check customer reviews and update responses where necessary.
  • Refresh your posts, especially seasonal promotions or new offerings.

Pro Tip: Setting a quarterly reminder for an in-depth review ensures that no detail is overlooked. Consider using tools like Google Calendar or task management apps to schedule this recurring reminder.

Why Keeping Your Profile Updated Matters

• Customer Confidence: Outdated information can frustrate customers and lead them to competitors. A regularly updated profile shows customers you care about providing accurate, timely service.
• SEO Benefits: Google rewards active, current profiles with higher visibility. Regular updates signal to Google that your business is engaged and relevant.
• Promote New Opportunities: Updating your profile with seasonal offers or new services keeps your business top-of-mind for customers and helps drive new opportunities.

Conclusion

A fully optimized Google Business Profile can provide tremendous benefits for your local business. It boosts your visibility on search engines, increases customer engagement, and drives higher conversion rates.

By consistently following these steps, you’re not just improving your profile—you’re setting your business up for long-term success in your local market.

Reinforce the Benefits of Optimization

• Increased Visibility: A complete and optimized GBP ensures your business appears in relevant local searches, making it easier for potential customers to find you.
  
• Higher Engagement: Regular posts, photos, and updates keep your profile active and engaging, encouraging more clicks, calls, and visits.
  
• Improved Trust and Credibility: An accurate profile with positive reviews, clear service details, and consistent information builds trust with potential customers.
  
• Better Conversions: By showcasing your expertise, services, and promotions, you’re more likely to convert viewers into customers. The more transparent and informative your profile is, the more likely people are to choose your business.

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Need Help Optimizing Your GBP?

Optimizing your Google Business Profile can be a game-changer for your business, but it requires time, effort, and expertise. If you’re looking to ensure your profile stands out, get noticed, and drive more local traffic to your business, I’m here to help!

Contact me today for expert assistance in setting up and maintaining your Google Business Profile for maximum impact. Let’s work together to ensure your business gets the visibility it deserves!