If you’re a local business and not taking full advantage of your Google Business Profile (GBP)—formerly known as Google My Business—you’re leaving leads and sales on the table. GBP is free, powerful, and essential for any business wanting to be found in local search results, Google Maps, and the coveted “Local 3-Pack.”
Optimizing your GBP is one of the fastest ways to improve local visibility, attract nearby customers, and drive real engagement without a huge ad spend. But most businesses don’t optimize it properly—or at all.
In this guide, we’ll break down exactly how to optimize Google Business Profile to increase visibility, get more clicks, and convert more searchers into customers.
Why Your Google Business Profile Matters
Before we dive into optimization, let’s be clear: GBP is one of the first things potential customers see when they search for services you offer in your area. It appears prominently on Google Search and Maps, often before your website.
Here’s what an optimized GBP can do:
- Boost local search rankings
- Increase calls, visits, and website clicks
- Improve trust and credibility
- Drive more reviews and engagement
- Give you control over your business’s online presence
If you’re not ranking in the local pack or getting engagement, optimizing your profile can change that.
Step 1: Claim and Verify Your GBP
First things first: claim your business. Visit google.com/business and follow the steps to claim or create your listing. Google will usually verify ownership via mail, email, or phone.
Pro tip: Make sure no duplicate listings exist. Duplicate profiles can confuse Google and hurt your rankings.
Step 2: Complete Every Section Thoroughly
A complete profile ranks better and earns more trust from potential customers. Here’s what to focus on:
Business Name
Use your real-world business name—no keyword stuffing. For example, use “Smith Chiropractic” not “Smith Chiropractic Best Back Pain Treatment.”
Business Categories
Your primary category is key to showing up in relevant searches. Be specific (e.g., “Family Chiropractor” instead of just “Doctor”). Add secondary categories as needed.
Address and Service Areas
For physical locations, enter your full address. If you serve a broader area, define your service areas by city, zip code, or radius.
Business Hours
Keep these accurate and up to date—especially for holidays. Inaccurate hours can frustrate potential customers and hurt your trust factor.
Phone Number and Website
Use a local phone number and link directly to your main website or booking page.
Business Description
You get 750 characters—use them wisely. Explain who you are, what you do, and why someone should choose you. Include a few local keywords naturally, but focus on value.
Example: “At Smith Chiropractic in Charlotte, NC, we specialize in back pain relief, sports injury recovery, and wellness care. With over 15 years of experience, our team provides personalized treatment plans to help you live pain-free.”
Step 3: Add High-Quality Photos
Businesses with photos receive 42% more requests for directions and 35% more website clicks, according to Google.
Photo tips:
- Upload a logo and cover photo that represent your brand.
- Share interior and exterior shots so people recognize your space.
- Include staff photos for a personal touch.
- Add product or service photos—before-and-afters are great.
- Use geo-tagged images for a local SEO boost.
Pro tip: Update photos regularly to signal to Google and users that your business is active.
Step 4: Use Posts to Stay Active and Relevant
Google Posts let you share updates, offers, events, and more directly on your GBP. These appear in search results and help drive engagement.
Post ideas:
- Promotions (“20% Off Massage Therapy This Week!”)
- Events (“Free Spinal Health Workshop – Feb 15th”)
- Blog highlights (“Read: 5 Stretches for Lower Back Pain”)
- Announcements (“Now Open Saturdays!”)
Pro tip: Post at least once a week. Use clear CTAs like “Book Now,” “Call Today,” or “Learn More.”
Step 5: Get and Manage Reviews Like a Pro
Reviews are one of the most powerful ranking and conversion factors for local businesses. More (and better) reviews = more visibility and trust.
How to get more reviews:
- Ask happy customers in person or via email/text.
- Make it easy—share a direct review link.
- Run occasional review campaigns or incentives (where allowed).
How to respond:
- Always respond promptly—especially to negative reviews.
- Be polite, professional, and solution-oriented.
- Thank positive reviewers and personalize responses.
Pro tip: Reviews with keywords (e.g., “best chiropractor in Dallas”) help your SEO. Encourage specific feedback!
Step 6: Use Q&A to Educate and Build Trust
The Q&A section lets anyone ask (and answer) questions about your business.
Pro tip: Preemptively ask and answer common questions yourself. For example:
- “Do you accept walk-ins?”
- “What insurance do you take?”
- “Is parking available?”
This gives you more control and helps potential customers get answers faster.
Step 7: Enable Messaging (Optional but Powerful)
GBP allows potential customers to message you directly from search results. If you have the bandwidth, enable it.
Pro tip: Set up automated welcome messages and respond quickly to inquiries for better engagement.
Step 8: Track Insights and Adjust
Google provides GBP Insights to help you measure performance.
Metrics to watch:
- How customers found you (search terms)
- Where they found you (Maps vs. Search)
- Actions taken (calls, website clicks, direction requests)
- Photo views and post engagement
Use this data to see what’s working and where to improve.
Bonus: Use Keywords and Consistency for Better Rankings
Google uses keywords in your GBP profile, reviews, and posts to understand your relevance. Sprinkle in local keywords naturally—especially in descriptions and posts.
Also, ensure your business name, address, and phone number (NAP) is consistent across all platforms—website, directories, social media. Inconsistencies can hurt rankings.
Final Thoughts: Be Visible, Be Engaging, Be Chosen
An optimized Google Business Profile is one of the most valuable tools in your digital marketing arsenal. It helps you get found, build trust, and drive real results—without spending a dime.
By completing your profile, posting regularly, gathering reviews, and staying active, you’ll not only increase visibility—you’ll attract more engaged, ready-to-convert customers.
Need help optimizing your GBP for maximum impact? At Surch Digital, we help businesses like yours dominate local search and turn clicks into customers. Let’s chat.
