Your Google My Business (GMB) profile is a powerful tool to attract local customers, improve visibility, and drive engagement. Here’s a quick summary of the 7 essential tips to optimize your GMB listing:
By following these steps, you’ll turn your GMB profile into a 24/7 lead-generation tool, connecting with customers when they’re ready to act.
The first step to making the most of Google My Business is claiming ownership of your business listing. Many businesses already have a Google listing, either created automatically by Google’s algorithms or by customers searching for them. If you don’t claim it, you’re missing out on the chance to manage your business information and connect with local customers.
To check if your business already has a listing, search for your business name and city on Google or Google Maps. If a listing appears, look for the "Own this business" button on Google Search or the "Claim this business" button on Google Maps. Click the button and then select "Manage now" to start the process.
If someone else has claimed your listing, you can request access by filling out Google’s form with your contact details and proof of ownership. If they don’t respond within three days, Google allows you to claim the profile directly.
Verification is a must. This step confirms you’re the legitimate owner and unlocks important management tools. Google offers several verification methods depending on your business type and location.
"Verified businesses are more likely to show up on local Google or Google Maps searches, making it easier for local customers to find you." – Joshua Chapman, Chatmeter
The most common way to verify is by receiving a postcard with a verification code sent to your business address. This usually takes about 14 days. Other methods include phone or SMS verification, email verification, and in some cases, video recordings or live video calls with a Google representative.
If you manage multiple locations, bulk verification can save time. For businesses with 10 or more locations, Google provides a bulk upload option. Simply download their spreadsheet template, fill in your business details, and submit it for verification.
Why does verification matter so much? It’s not just about gaining access to your profile. Verified businesses are twice as likely to be seen as reputable by customers. This trust factor plays a huge role in consumer behavior – 63.6% of people check Google reviews before visiting a business, and 98% read reviews before making a purchase decision.
"A verified GMB listing signals to Google and potential customers that your business is legitimate and trustworthy." – Spencer Lanoue, Usepattern
Once verified, you’ll unlock powerful features like performance insights, the ability to post updates, respond to customer reviews, and customize your business hours and contact details. These tools are essential for building a strong local presence on Google.
Verification also safeguards your business from fraudsters who might try to claim your listing or create fake profiles. Once this step is complete, the next move is to fill out all your business information to strengthen your visibility even further.
Once you’ve claimed and verified your Google My Business listing, the next step is to fill out every section of your profile with care and accuracy. This isn’t just about completing fields – it’s about giving Google a full picture of your business so it can better match your profile to relevant searches. The more complete your information, the more precise Google’s local search algorithms can be.
Having a complete profile directly impacts your visibility. Google highlights this by saying: "Local results favor the most relevant results for each search. Businesses with complete and accurate information are easier to match with the right searches". And the data supports this: 64% of customers use Google Business Profiles to find contact information, and 84% of Business Profile views on Google come from discovery searches. This means a significant number of people are encountering your business for the first time through search results. A strong, accurate profile can make that first impression count.
Here are key areas to focus on:
Consistency is key. When your business details match across your website, social media, and online directories, it builds trust with both Google and potential customers. On the flip side, inconsistent information can hurt your search rankings and confuse visitors.
As Kenny Lange from Web Canopy Studio puts it, "Google rewards businesses who take the time to complete their profiles. A complete profile is the baseline upon which all other recommendations (reviews, Google Posts, answering questions, etc.) are built".
Leaving sections incomplete or providing incorrect information doesn’t just lower your visibility – it can also harm your reputation. Taking the time to carefully complete every section of your profile sets the stage for all your future efforts to optimize your Google My Business presence.
Once your business information is complete, the next step is refining your category and attribute selections. This fine-tuning can make a big difference in how well your business performs in local search results.
When it comes to your Google Business Profile, choosing the right primary category is critical. According to Whitespark‘s 2023 local search ranking factors, the primary category is Google’s top ranking signal for local search visibility. This means your choice of primary category can significantly influence how often your business appears in relevant search results.
Your primary category should reflect your main line of business – the services or products that drive the bulk of your revenue. Since you only get to pick one, it’s important to choose wisely. Google places much more weight on this selection compared to the secondary categories you can add later.
Take, for example, The Media Captain, a marketing agency. They chose "marketing agency" as their primary category because 70% of their revenue came from marketing services. Similarly, a law firm that initially listed "Lawyer" as their primary category switched to "Real Estate Attorney" to better compete in a less crowded niche. This adjustment helped them rank higher for local real estate-related searches, even though their revenue was evenly split between real estate and personal injury cases.
"The category you select for your Google Business Profile directly influences how your business appears in local search results." – Dot Com Media
When selecting your primary category, it’s smart to consider factors like profitability, competition, and growth potential. For instance, Cardinal Heating & Cooling changed their primary category to "HVAC Contractor" to improve rankings for both heating and cooling services. This decision was based on observing that competitors using this category were performing better.
Secondary categories are also important for expanding your visibility. You can add up to nine secondary categories, and it’s a good idea to use all available slots with relevant options. Adjust these categories periodically – especially if your services change with the seasons.
For seasonal businesses, timing category updates can be a game-changer. In the HVAC industry, for example, switching the primary category from "air conditioning repair service" to "furnace repair service" a few weeks before colder weather arrives gives Google enough time to reassess your listing for heating-related searches. Similarly, a lawn care company offering snow removal could switch to "snow removal service" before the first snowfall to capture seasonal demand.
Attributes add another layer of detail to your profile, helping customers understand what your business offers. For service-based businesses, attributes like "online appointments" or "onsite services" can make your listing stand out and align with what local customers are searching for.
If you manage multiple listings at the same address, differentiating categories is essential to avoid triggering Google’s local filter. For instance, a dental clinic might list the main office as "dentist" and individual practitioners as "emergency dentist" or "pediatric dentist".
It’s a good habit to review your categories monthly to stay aligned with Google’s updates and ensure your profile remains competitive.
"Google Business Profile categories describe your business. They connect you to customers who search for your products or services." – Google
Adding a clear and detailed list of your services to your Google Business Profile can help you stand out and attract the right customers. When visitors see a well-organized service list, they quickly understand what you offer, which builds trust and sets realistic expectations. Including detailed descriptions and pricing can also help filter out inquiries from people who aren’t a good fit, making it easier to connect with quality leads. In fact, profiles with complete service information are twice as likely to attract high-quality leads.
Organize your services into categories, and for each service, include a clear name, a brief but informative description, and pricing details. This approach not only simplifies decision-making for potential customers but also improves your local SEO. For example, a dental office might group services under categories like "General Dentistry", "Cosmetic Procedures", and "Emergency Services."
If you run a service-based business, you can either select from Google’s suggested service options or create custom ones that better represent what you offer. Just make sure all listed services comply with Google’s guidelines. Transparency in your listings helps reduce confusion and minimizes price-shopping inquiries.
For businesses that sell products online, your Google Business Profile is also a great place to showcase featured or new products, complete with prices. If you’re a service provider, consider using this space to promote specific services or limited-time offers to grab attention.
Make sure your service descriptions naturally include relevant keywords. This helps Google link your profile to local search queries, increasing your visibility.
"To maximize how often your business page is seen in local search results… Google says your business should present ‘accurate, complete, and engaging’ information."
Keeping your services section updated is just as important as listing them in the first place. Regular updates signal to Google that your profile is active, which can improve your ranking in search results and on Google Maps. For more complex services, consider adding case studies or client testimonials to highlight your expertise.
"Keeping your Google My Business information up-to-date helps improve your position in Google search results and on Google Maps. Google favors active and updated profiles, which means potential customers are more likely to find you when searching for products or services similar to what you offer."
Since many people will view your profile on their phones, make sure your service descriptions are concise and easy to read on smaller screens. The goal is to provide enough detail to inform potential customers without overwhelming them.
Customer reviews are more than just feedback – they’re a key driver of your business’s online credibility and visibility. In fact, 97% of consumers regularly read reviews before deciding to engage with a business or make a purchase. Reviews also play a significant role in local SEO, accounting for about 15.44% of ranking factors. Simply put, the more positive reviews you have, the more likely your business is to appear in local search results.
Here’s another compelling stat: businesses with over 200 reviews can potentially double their revenue, while negative reviews can cost up to 70% of potential customers. Clearly, managing reviews is as important as keeping your Google Business Profile complete and up-to-date.
Building trust through your profile is just the first step. Actively requesting reviews can take your credibility to the next level. The good news? A whopping 86% of consumers are willing to leave a review – they just need to be asked at the right time. The best moment to make that request? Right after a positive interaction.
"The best time to ask is immediately after a positive customer interaction or purchase. That’s because your customers will be much more likely to leave you a glowing review right after having a good experience with your product or service."
Make it easy for your customers to leave feedback. Train your staff to ask for reviews in person after a positive experience. Use tools like business-specific links or QR codes to guide customers directly to your Google review page. You can include these links in thank-you emails, chat interactions, and even on receipts. If you have a physical location, display a QR code prominently so customers can quickly leave a review while the experience is fresh in their minds.
A simple, sincere request like, "If you enjoyed our service today, would you mind leaving us a quick review on Google?" can go a long way. Let your customers know how much their feedback supports your business – many are happy to help when they understand the impact.
Collecting reviews is only half the battle; responding to them is equally important. About 67% of customers say they’re more likely to return to a business if their review gets a prompt response. Yet, over 60% of reviewers say they’ve never received one. Nearly all readers (97%) pay attention to how businesses respond to reviews, making this a critical part of your strategy.
For positive reviews, keep your responses personal and specific. Thank the customer by name, reference details from their review, and show genuine appreciation. For negative reviews, address the issue head-on. Apologize if necessary and offer a clear solution or next step. This approach can make a big difference – 90% of consumers say owner responses influence their decisions, and 64% of those who leave negative reviews expect a reply.
"A well-crafted response can actually turn a one-star review into a five-star customer service moment."
- peekpro.com
Timeliness is key. While 53% of customers expect a response within a week, 60% of reviewers hope for one within just two days. Aiming to reply within 24 to 72 hours shows you value their feedback and take customer service seriously.
Remember, Google strictly prohibits offering incentives for reviews. Instead, focus on creating a seamless process and asking for feedback at the right time. Authentic, honest reviews build long-term customer trust.
When responding, keep your tone professional yet personal. Sign off with your name or initials to add a human touch. Every response you write is an opportunity to showcase your dedication to excellent service – both for the reviewer and for potential customers who are reading.
Keeping your Google Business Profile active with regular updates is key to staying visible and engaging. By consistently adding fresh content, you reinforce the groundwork laid during earlier optimization efforts. Frequent updates and photos help your business remain relevant to potential customers scrolling through local search results.
Here’s a compelling stat: businesses that upload photos to their profiles see a 42% boost in requests for directions on Google Maps and a 35% increase in website clicks compared to those that don’t. Even better, companies that add geo-tagged photos report up to a 40% jump in discovery searches and a 25% rise in website visits directly from their profiles.
Let’s explore the types of updates and photos that can make a real impact.
Google Business Profile posts allow you to share updates directly on your listing. To keep your audience engaged, mix up your content and share information that’s both useful and interesting.
While posts are essential, visuals are just as important for grabbing attention.
Photos can completely change how customers perceive your business. High-quality images can increase views by up to 94%. Use visuals to authentically showcase your space, products, team, and the overall vibe of your business.
Stick to Google’s guidelines by uploading photos in JPG or PNG formats with a resolution of at least 720×720 pixels. For example, in May 2023, a client updated photos for just nine of their locations. By June, those locations consistently outperformed others, with double-digit growth in listing views, search views, and map views year-over-year.
User-generated content is a goldmine for authenticity. In fact, 6 in 10 consumers see it as the most trustworthy form of marketing, and 40% of buyers consider customer photos highly influential when making decisions.
Encourage customers to add photos to their reviews by using QR codes that link directly to review submissions. For instance, Shear Bliss NYC salon asks if customers are comfortable being featured in their posts. When customers share photos, responding quickly and professionally shows that you value their input.
"When customers have more access to your business information and updates, they can make better decisions as they browse." – Google Business Profile Help Page
Consistency matters. Regular updates signal activity to Google, which can boost your local search rankings. Considering that 93% of consumers use Google Maps to find businesses, your profile is one of your most powerful marketing tools.
Keep your profile fresh and engaging. Every update and photo is a chance to showcase what makes your business stand out and give customers a reason to choose you.
Keeping your Google My Business profile up-to-date is just as important as optimizing it in the first place. Regular updates ensure your profile stays relevant and builds trust with potential customers. With 77% of consumers using Google Maps to find local businesses, your profile is one of the most important tools in your marketing arsenal.
Google often pulls information from various sources – like user reports and licensed content – to update business profiles. While this can be helpful, it also means Google might change your details without your input if outdated information is reported. That’s why staying on top of your profile is crucial to catch and fix any inaccuracies.
Outdated details can hurt your business in more ways than one. Imagine a customer showing up during incorrect hours – they’re likely to leave frustrated and may even post a negative review. This can damage your reputation and cost you future business. Consider these stats:
Keeping your profile fresh and accurate not only prevents these issues but also signals activity to Google, which can improve your local search rankings.
To maintain consistency, establish a monthly schedule to review your profile. During these checks, verify key details like your phone number, email address, business hours, and website URL. Seasonal changes – like holiday hours or temporary adjustments – should also be updated promptly to keep your profile relevant.
Enable email notifications in your Google Business Profile settings to stay informed about suggested updates from Google. When you receive notifications, you can review and either approve, reject, or modify the changes. Additionally, check the "Edit profile" section regularly to address any pending updates. For urgent updates, don’t wait – make changes immediately.
Some updates simply can’t wait for your monthly review. If your business moves, changes its phone number, or adjusts its services significantly, update your profile right away. After hosting events or running promotions, refresh your profile to reflect current offerings and keep customers in the loop.
To prevent conflicting updates, limit access to your Google Business Profile to trusted team members only. Keeping your information consistent across all platforms reduces the likelihood of Google making automatic corrections based on conflicting data.
Regularly maintaining your profile shows both Google and your customers that your business is active and reliable. Accurate, up-to-date information ensures every interaction starts on the right foot, helping you build trust and improve visibility. If you need expert advice on managing your profile, reach out to Blue Aspen Marketing for personalized support.
Choosing the right verification method can streamline your Google Business Profile setup and help you start connecting with customers faster. Google provides several options for verification, depending on your business type, location, and category. Each method comes with its own benefits and limitations.
Video verification tends to be faster and more comprehensive compared to postcards or phone calls. However, postcard verification remains the most commonly available method for all types of businesses. The table below breaks down the key features of each verification method to help you decide which one suits your needs.
| Verification Method | Speed | Reliability (based on factors) | Ease of Use | Best For |
|---|---|---|---|---|
| Postcard | Slow (5–14 days, up to 30 days) | Moderate (subject to postal delays) | High (simple, no tech required) | Businesses with stable physical addresses |
| Phone Call | Fast (almost instant) | Moderate (requires reliable phone service) | High (real-time process) | Businesses with dedicated phone numbers |
| Video | Moderate (within 1 week, up to 5 business days) | High (offers thorough verification) | Moderate (requires preparation and tech setup) | Service-area and home-based businesses |
Postcard Verification: This traditional method relies on postal services and can take anywhere from a few days to several weeks. Most postcards arrive within five days, but delays or lost mail are possible. The verification code on the postcard expires after 30 days.
Phone Verification: This method is almost instant but depends on having a valid and active phone number. Some businesses may encounter challenges with automated systems.
Video Verification: Ideal for service-area and home-based businesses, this method provides a reliable way to verify your profile. While it requires some preparation and technology, it ensures a more comprehensive verification process.
The attributes you select for your Google Business Profile play a key role in shaping customer decisions and improving visibility in local search results. Businesses that leverage attributes effectively often see increased foot traffic, better online engagement, and more positive reviews.
| Attribute Type | Customer Decision Impact | Local SEO Impact | Examples |
|---|---|---|---|
| Factual | Enhances accessibility and convenience | Boosts relevance in targeted searches | Wheelchair accessible, free Wi-Fi, parking available |
| Subjective | Sets customer expectations and appeals to specific audiences | Improves click-through rates based on preferences | Casual atmosphere, quiet environment, family-friendly |
| Service-Related | Highlights modern conveniences | Improves visibility for service-specific queries | Online appointments, curbside pickup, home delivery |
A complete and accurate Google Business Profile can significantly influence how customers view your brand. Research shows that consumers are 2.7 times more likely to perceive a business as reputable when its profile is fully detailed on Google Search and Maps. Additionally, these profiles are 70% more likely to drive visitors to physical locations.
For service-based businesses, video verification has become a game-changer. As local SEO expert Kevin Pauls puts it:
"win for service area business verifications!"
This method allows businesses without traditional storefronts to showcase their operations effectively, building trust and credibility in the online space.
Making the most of your Google My Business profile is a game-changer for boosting local SEO. The seven tips outlined here provide a practical guide to transform your listing into a powerful tool that works around the clock to generate leads. These strategies build on tried-and-true methods to strengthen your local SEO efforts.
Here’s why this matters: 97% of consumers turn to the internet to discover local businesses, and 28% of local searches lead to a purchase. By claiming and verifying your profile, filling in every detail accurately, selecting the right categories, highlighting your services, managing reviews, sharing updates with photos, and keeping your information fresh, you position your business to tap into this enormous potential.
"Staying on top of GMB optimization is one of the key things you can do for your local SEO strategy – an effective profile can help drive more clicks, calls, and customers."
- Christine Darby, Founder of Collaborada
The impact of a well-optimized profile is clear. Businesses with complete profiles and photos see 42% more customers requesting driving directions and 35% more visits to their websites. Profiles with over 100 photos experience even greater engagement. An optimized profile ensures your business is visible when people are searching, trustworthy when they’re deciding, and easy to connect with when they’re ready to make a purchase.
The best part? Google My Business optimization doesn’t require a massive budget or advanced technical skills. With just a bit of effort, it delivers substantial returns in terms of visibility and customer engagement.
If you’re ready to take things to the next level, seeking help from local SEO experts can make a big difference. Agencies like Blue Aspen Marketing specialize in navigating Google’s ranking factors and ensuring every possible optimization opportunity is used to its fullest. Their expertise can help you achieve faster, more impactful results while keeping your profile in top shape.
Verifying your Google My Business listing is a must if you want to stand out in local search results. It helps your business show up more prominently on Google Search and Maps, making it easier for potential customers in your area to discover you. A verified listing also has a better chance of appearing in local search results, which can drive organic traffic and boost your visibility within the community.
But it’s not just about visibility – it’s about trust. When your business is verified, it signals to customers that you’re legitimate and professional. This added credibility can encourage more people to engage with your business, whether that’s through inquiries, visits, or even purchases. Simply put, verifying your listing is an easy yet effective way to strengthen both your local SEO and customer confidence.
To get the most out of your Google My Business profile, start by choosing a primary category that closely matches your core business activity. Aim for specificity – this ensures your profile shows up in the most relevant searches. For instance, if you run a coffee shop, go with "Coffee Shop" rather than a general category like "Restaurant."
When adding secondary categories, select ones that complement your primary category and showcase any extra services or products you provide. Don’t go overboard with too many categories, as this can confuse potential customers and weaken your profile’s focus. Stick to categories that are directly tied to what your business offers to boost your visibility in local search results.
Make it a habit to review and update your categories regularly. If your services or offerings change, adjusting your categories will keep your profile accurate and relevant in search results.
Encouraging customers to leave reviews on your Google My Business profile doesn’t have to be complicated. After a positive interaction, simply ask for a review in a polite and friendly manner. To make the process even easier, provide a direct link or a QR code they can quickly scan. A follow-up reminder via email or social media can also help – but steer clear of offering incentives, as this violates Google’s guidelines.
Equally important is responding to reviews. Taking the time to reply – whether the feedback is glowing or critical – shows that you genuinely care about your customers’ experiences. A thoughtful response not only builds trust but also enhances your business’s reputation, making it more likely that others will choose your services.
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