The Complete Guide to Google Business Profile Optimization
Master Google Business Profile optimization with this comprehensive guide to dominate local search results.
Your Google Business Profile (formerly Google My Business) is arguably the most important asset for local SEO. It determines whether you appear in the Map Pack, provides information to potential customers, and serves as a trust signal for your business.
Whether you're a plumber in Las Vegas or a dental practice in Denver, optimizing your GBP should be a top priority.
Setting Up Your Google Business Profile
Claiming and Verifying Your Listing
If you haven't already, claim your Google Business Profile at business.google.com. You'll need to verify your business, typically through a postcard mailed to your business address, though phone and email verification are sometimes available.
Choosing Your Primary Category
Your primary category is the single most important ranking factor for local search. Choose the category that most specifically describes your business. "Plumber" is better than "Home Services" for a plumbing company.
Add secondary categories for other services you offer, but don't over-stuff with irrelevant categories.
Complete Profile Optimization
Business Name
Use your actual business name as it appears on signage and legal documents. Don't stuff keywords into your business name—this violates Google's guidelines and can get your listing suspended.
Address
Enter your exact address as you want it to appear consistently everywhere online. This NAP (Name, Address, Phone) consistency is crucial for local SEO.
Phone Number
Use a local phone number rather than a toll-free number when possible. Local numbers reinforce geographic relevance.
Hours of Operation
Set accurate hours, including special hours for holidays. Incorrect hours frustrate customers and can result in negative reviews.
Business Description
Write a compelling 750-character description that includes your primary services, service area, and unique value proposition. Include relevant keywords naturally, but prioritize readability.
Attributes
Complete all relevant attributes for your business type. These include things like "Women-owned," "Wheelchair accessible," "Free estimates," etc.
Photos and Visual Content
Businesses with photos receive 42% more direction requests and 35% more click-throughs to their websites. Photo optimization is essential.
Types of Photos to Add
- Cover photo: Your main brand image
- Logo: High-resolution version of your logo
- Exterior photos: Help customers recognize your location
- Interior photos: Showcase your workspace or office
- Team photos: Put faces to your business
- Product/service photos: Show your work
Add new photos regularly to keep your profile fresh. Google favors active profiles.
Google Posts
Google Posts appear directly in your business profile and can highlight offers, events, products, and updates. They're an underutilized opportunity for engagement.
Effective Post Types
- Offers: Special promotions and discounts
- Updates: News about your business
- Events: Upcoming events you're hosting or participating in
- Products: Featured services or products
Post at least weekly to maintain an active profile. Include calls-to-action like "Call Now" or "Book Online."
Review Management
Reviews directly impact both rankings and customer decisions. A strong review strategy is essential.
Generating Reviews
- Ask every satisfied customer for a review
- Make it easy with direct review links
- Time your requests for when satisfaction is highest
- Consider automated review request systems
Responding to Reviews
- Respond to every review, positive and negative
- Thank positive reviewers personally
- Address negative reviews professionally and constructively
- Take heated discussions offline
For more detail, see our guide on review management best practices.
Q&A Section
The Q&A section allows customers to ask questions that you (and other users) can answer. Monitor this section regularly and provide helpful answers.
Pro tip: Ask and answer your own frequently asked questions to ensure accurate information is displayed.
Measuring GBP Performance
Use GBP Insights to track performance:
- Searches: How people find your business
- Views: How often your profile is seen
- Actions: Calls, website clicks, direction requests
- Photo views: How often your photos are seen
Get Help with Google Business Profile
GBP optimization is a core component of our local SEO services. We help businesses across Utah, Nevada, Arizona, and beyond dominate the local Map Pack.
Contact us for a free local SEO audit including GBP analysis and recommendations.
Ready to Future-Proof Your Business?
If you want your brand to rank everywhere — not just on Google — Infuse AI Agency builds the systems to make that happen. We help companies dominate local and national SEO, get referenced by AI platforms, automate lead capture, and build AI-powered growth engines.