If you’ve searched for a local business lately, chances are the first thing you noticed wasn’t a website. It was the box at the top of the search results showing photos, reviews, and contact details: the Google Business Profile (GBP).
For local businesses, this profile isn’t just an online listing. It’s a powerful marketing tool that can make or break visibility in search. Optimizing it properly helps you rank higher in local results, attract more qualified leads, and convert searchers into customers before they ever reach your website.
At Results Repeat, we help businesses show up where their customers are already looking. In addition to traditional and AI SEO, PPC, and Content, we’re regularly advising our clients on strong GBP optimization, and often managing it for them. Whether you have one business location, or many GBPs to optimize, our expert tips for making the most of your Google Business Profile will help. Plus, read on to learn why it’s one of the most important pieces of your digital marketing strategy.
1. Claim and verify your GBP
If you haven’t claimed your profile yet, start there. Claiming and verifying your business ensures you have full control over the information Google displays. This includes your address, phone number, hours, and service areas. Once verified, you’ll gain access to insights and tools to post updates, respond to reviews, and track engagement.
Tip: When you claim your profile, use a business email tied to your domain (for example, info@yourcompany.com) rather than a generic Gmail address. It helps confirm legitimacy and keeps management centralized.
2. Use consistent business information everywhere
Google cross-checks your profile data with other online directories. If your business name, address, or phone number (NAP) differs across listings, it can hurt your local ranking. Make sure your NAP details are identical everywhere: your website, social media profiles, and citation sites like Yelp.
Small inconsistencies confuse Google’s algorithm, which in turn can lower your visibility in local search results.
3. Choose the right categories and services
Categories help Google understand what your business does and when to show it. Pick a primary category that best represents your main service, then use secondary categories for related offerings.
For example, a digital marketing agency might select “Marketing Agency” as the primary category and add “Advertising Agency” or “Internet Marketing Service” as secondaries. Be as specific as possible without overloading your listing.
You can also list products and services in detail. These give Google more content to associate with your profile, and they help potential customers understand your expertise at a glance.
4. Add high-quality photos and videos
Visual content makes a huge difference. Businesses with photos receive more requests for directions and clicks to their websites than those without.
Upload a mix of exterior and interior shots of your business, team photos, and examples of your work. Add short videos to highlight your people, process, or product in action. Aim for clear, bright, and authentic imagery that reflects your brand personality.
5. Post updates regularly
Google Posts are like mini social posts directly on your GBP. Here, you can share announcements, offers, events, or recent blog content. Fresh posts show Google that your business is active and engaged, which can indirectly boost visibility.
Consistency also matters for users. When searchers see that your business posts regularly, they’re more likely to trust that you’re open, available, and attentive.
6. Manage and respond to reviews
Google Reviews are one of the most influential ranking factors in local search, and one of the first things potential customers look for. Encourage satisfied clients to leave reviews by making it easy. Share a direct link to your GBP review page after a positive interaction. Then, respond to every review, whether positive or negative.
Thank happy customers by name, and address negative feedback professionally. Google values responsiveness, and prospective clients will see that you care about your reputation and customer service.
7. Use attributes and FAQs
Google allows you to add attributes such as “women-owned,” “veteran-led,” or “wheelchair accessible.” These details help your business stand out and appeal to users with specific needs or preferences.
You can also populate the Q&A section with common questions and clear, helpful answers. Doing so gives you more control over the information users see and reduces misinformation from the public.
8. Track performance
Under the Insights tab, you can see how people find and interact with your listing: how many viewed it, clicked to call, requested directions, or visited your website.
These analytics show what’s working and where to improve. For example, if your listing gets many direction requests but few website clicks, you might optimize your posts or add a booking link to encourage more engagement.
Why does GBP optimization matter so much?
1- Your Google Business Profile often appears above traditional website results, taking up premium real estate at the top of the search engine results page (SERP). When optimized, it can drive measurable increases in phone calls, directions, and conversions.
2- If your competitors have a well-maintained profile and you don’t, you’re giving them free visibility and traffic. A strong profile not only boosts rankings, it also establishes credibility and trust before customers even click.
Optimizing your Google Business Profile is one of the simplest, most impactful steps you can take to strengthen your local SEO. It’s not a one-and-done task, but an ongoing effort that pays off with higher visibility, better engagement, and more leads.
If you’re not sure where to start or don’t have time to manage it all, our team at Results Repeat can help. We specialize in local SEO and Google Business Profile optimization that drives real results. Contact us today to learn how we can help your business stand out in search.
