If you’re a local business, your Google Business Profile (formerly Google My Business / “GMB”) is one of the highest-return marketing assets you can control. It’s often the first thing people see when they search your business name, your service, or your town—and it can be the difference between getting the lead or losing it to a competitor.

This guide is a step-by-step checklist you can use to improve visibility in Google Search and Google Maps. If you want help doing this the right way (and turning that visibility into website leads), check out our Local SEO services.

Google Business Profile Optimization Checklist (Screenshot This)

Before we dive in, here’s the “do this first” list:

• ✅ Profile claimed + verified

• ✅ Primary category is correct (most important)

• ✅ Secondary categories match real services

• ✅ Services + products filled out

• ✅ Description includes what you do + where you do it (naturally)

• ✅ Photos added weekly (not once a year)

• ✅ Review link saved and used consistently

• ✅ Q&A seeded with your most common questions

• ✅ Posts published weekly (offers, updates, proof)

• ✅ Insights checked monthly for improvement opportunities

Now let’s get into the full list.

1) Claim and Verify Your Business Profile

You can’t fully optimize your profile until Google knows you’re the owner.

How to do it:

• Search your business name on Google.

• If you see a profile panel, click “Own this business?”

• Follow the verification steps (mail, phone, email, or video).

Need help verifying? Review Google’s Business Profile verification guide.

Why it matters: Verification unlocks updates, posting, messaging, and reputation management.

2) Complete Every Section (Don’t Leave Money on the Table)

A half-finished profile usually equals half the results. Completing your profile helps Google understand what you do and gives customers the information they need to contact you.

Fill these out completely:

• Business name (real name only—don’t add keywords)

• Address or service area (accurate + consistent)

• Phone number (preferably local)

• Website link

• Hours (including holiday hours)

• Business description

• Opening date

• Services / products

• Attributes

If you’re not sure where to edit specific fields, here is Google’s guide to editing your Business Profile.

Pro tip: Your profile should match what’s on your website and other listings. If your website is outdated or slow, it can limit how many visitors turn into leads. Check out our SEO services page if you want help tightening that up.

3) Choose the Right Categories and Attributes

Categories are one of the biggest ranking factors inside your profile.

How to choose the best category:

• Search your top competitor in Google Maps.

• Click their profile and look at what category they’re using.

• Choose the most specific primary category that accurately describes your core offer.

• Add secondary categories only if you truly provide those services.

Avoid this: stuffing categories you don’t actually offer. It can weaken relevance and confuse Google.

Attributes matter too (women-owned, wheelchair accessible, curbside pickup, etc.). These help you show up for filtered searches and can increase conversions.

4) Add High-Quality Photos and Videos (Weekly)

Photos are not just for looks—they’re a visibility signal and a conversion tool.

What to upload (minimum):

• Exterior (helps customers recognize the building)

• Interior

• Team photos

• Work-in-progress photos

• Finished results

• Products (if applicable)

Simple weekly routine:

• Upload 3–5 new photos each week.

• Rotate between team, work, results, and behind-the-scenes.

If you want a checklist for what to upload and what to avoid, use Google’s Business Profile photo tips.

5) Post Regularly (Yes, Posts Still Matter)

Posts are one of the easiest ways to show Google your business is active—and they give customers a reason to click.

Post types that work well:

• Offer (limited-time discount, free estimate, seasonal promo)

• Proof (before/after, completed project, customer win)

• FAQ post (answer a common question)

• Update (new service, schedule openings, reminders)

If you haven’t used posts before, here’s Google’s guide to creating posts.

Weekly posting plan (easy):

• Week 1: Offer

• Week 2: Proof / before-after

• Week 3: FAQ

• Week 4: Business update

Keep posts simple, add a photo, and include a CTA like:

• Request a quote

• Book online

• Visit website

• Get an estimate

6) Get More Reviews (and Respond to Every One)

Reviews build trust and drive clicks. They’re also a strong signal for local visibility.

How to get more reviews without being weird:

• Create your Google review link (save it).

• Ask right after a successful job.

• Text the link or use a QR code.

Simple review request script:“Hey [Name], thanks again for choosing us. If you were happy with the service, would you mind leaving a quick Google review? It helps us a lot.”

Respond to every review:

• Thank positive reviewers by name

• For negative reviews: stay professional, offer a solution, and move it offline

If you want Google’s official rules and best practices, use Google’s guide to getting and managing reviews.

7) Use Google Q&A (And Seed It Yourself)

Most businesses ignore Q&A, which is a missed opportunity.

What to do:

• Ask and answer your own common questions (from the owner account).

• Keep answers short and helpful.

If you’re not sure how Q&A works, review Google Maps Q&A help.

Great Q&A ideas:

• Do you offer free estimates?

• What areas do you serve?

• What’s your turnaround time?

• Do you offer emergency service?

• What payment methods do you accept?

This section can also help you show up for long-tail searches.

8) Add Services and Products (With Descriptions)

This is another section people skip—and it helps Google understand what you actually do.

For services:

• Add each service as its own item.

• Write 2–3 sentences describing it (what it is, who it’s for, and the result).

• Include locations naturally (don’t stuff).

For products (if applicable):

• Add product images.

• Add price ranges if you can.

• Add short descriptions (what it is + what problem it solves).

If you’re not sure where these settings are, use Google’s guide to managing services and Google’s guide to adding products.

This improves relevance and can help you show up for specific service searches.

9) Track What’s Working in Performance (Insights)

Google Business Profile includes built-in analytics (“Performance” / “Insights”) that shows how people find you and what they do next.

Insights can show:

• How people found you

• What search terms they used

• Calls, website clicks, and direction requests

• Photo views compared to competitors

If you’re not sure where to find these reports, review Google’s Business Profile performance guide.

Monthly checkup (10 minutes):

• Are website clicks increasing?

• Are calls increasing?

• Which search terms show up most?

• Are photos getting more views than competitors?

If website clicks are low, that’s a sign to add more proof (photos, posts, reviews) and tighten up your categories, services, and description.

10) Keep Your Profile Updated (Like It’s a Living Asset)

If your info is outdated, customers lose trust—and Google can too.

Update regularly:

• Hours (especially holidays)

• Services

• Photos

• Posts

• Q&A

• Business description when offerings change

If you need a quick refresher on where to update business details, use Google’s guide to editing your Business Profile.

A profile that looks active and accurate tends to win more clicks—and more leads.

Common Mistakes That Kill Visibility

Before we wrap up, here are a few “don’t do this” issues we see all the time:

• Keyword-stuffing the business name

• Wrong primary category

• No new photos for months

• Reviews ignored (or no review strategy)

• No posts at all

• Inconsistent business info across the web

• Service area not set correctly

Fixing these alone can move the needle.

FAQ: Google Business Profile Optimization

How long does it take to see results?

Small improvements (photos, posts, and review velocity) can show movement in a few weeks. Competitive industries may take longer, but consistency wins.

Do keywords in reviews help?

They can help relevance, but don’t ask customers to “stuff keywords.” Focus on getting real reviews consistently.

Should I list services AND products?

If you offer both, yes. Services help you rank for service terms; products help with product-based searches.

How often should I post?

Aim for once per week. Consistency matters more than doing 10 posts in one day and then disappearing.

Why aren’t my edits showing up?

Google sometimes reviews changes, especially categories, names, and addresses. It can take time or require additional verification.

What photos help the most?

Real photos of your team, your work, and finished results. Proof photos usually outperform stock images.

Does the business description affect ranking?

It’s not the biggest ranking factor, but it helps relevance and conversions. Make it clear, accurate, and easy to understand.

Final Thoughts

Optimizing your Google Business Profile isn’t a one-time task—it’s an ongoing system. The businesses that win are the ones that keep their profile active, updated, and filled with real proof (photos, posts, reviews, and helpful info).

If you want help improving your profile and turning visibility into website leads, reach out—our team can help you build a simple system that works.

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