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How to Optimize Your Google Business Profile for Local SEO (Step-by-Step Guide)

by | May 15, 2025 | Google Business Profile, More Leads

Blog post featured image with the title "Rank Higher on Google in Local Search Results Step-by-Step Guide" and an image of a Google Map Pack results.

If you’re a local business owner, your Google Business Profile (GBP) might be your most valuable digital asset, and, unfortunately,  it’s also often the most neglected in our experience.

When someone searches for a service near them, Google displays a “map pack”.

Shows a map pack with three businesses in a local search for restaurants.

AI-generated image of a Google Map Pack

A set of three local listings at the top of the results. If your business isn’t in that top three, you’re likely missing out on the majority of clicks and calls.

The good news? Optimizing your Google Business Profile isn’t hard.  With a little strategy, weekly consistency, and a few best practices, you will increase customer activity.

In fact, we are so confident in our LocalSEO Boost to improve the Map Pack results, we guarantee top 3 in 45 days, or we keep working for free until we get our clients there.  If you want to know more about this one-time service, click here to schedule a free consultation regarding our LocalSEO Boost.

In this guide, we’ll walk you through everything you need to know to increase your chances of ranking in the top 3 and getting found by more local customers.  When they find you in the top 3, you will get more customer activity.

Why Your GBP Is Critical for Local SEO

Google uses a variety of signals to determine which local businesses to show in the map pack. When you have your signals optimized, Google shows your business higher in the results, which leads to:

  • Whether you appear in local searches
  • How many people click to your website or call you
  • How trustworthy and established you appear

Having a claimed and verified GBP is step one. But to win local traffic, you need to fully optimize it and actively maintain it.

The 9-Step GBP Optimization Checklist

 

1. Claim and Verify Your Profile

Start at Google Business Profile. If one already exists for your business, request access. If not, create a new listing. Verification usually happens via postcard, phone, or email.

2. Choose the Right Primary Category

This is a huge ranking factor. Be as specific as possible. For example, “Personal Injury Attorney” is better than “Lawyer.” You can only choose one primary category, so choose carefully.

3. Add Secondary Categories

After your primary category, you can add supporting categories to help Google understand your full range of services. If you’re a mechanic, you might also add “Auto Repair” or “Collision Repair.”

4. Add All Relevant Services and Products

This section allows you to add detailed descriptions of your services. Include specific keywords people search for (e.g., “Roadside Assistance” or “Free Inspections”) but avoid keyword stuffing.

5. Write a Keyword-Rich Business Description

Your business description should summarize what you do, who you serve, and what sets you apart. Keep it clear, concise, and include relevant keywords naturally.  DON’T give your history.  This is a description to help your future customers see themselves engaging with your business.  This isn’t a description of your business.

6. Upload High-Quality Photos

Photos increase engagement and trust. Add:

    • Exterior and interior shots of your location
    • Staff/team photos
    • Photos of your work, product, or results
    • Logos and branded imagery
    • Google also encourages customer-uploaded photos, so encourage clients to share them.

7. Keep Your Business Hours Accurate

This seems basic, but it’s often overlooked. Make sure your hours are current, including holidays and special closures.

8. Post Weekly Updates

Use Google Posts to share:

    • Special offers
    • Blog content
    • Event announcements
    • Helpful tips

Active profiles signal relevance to Google and to potential customers.

9. Get and Respond to Reviews

Reviews build trust and boost visibility. Always:

    • Ask satisfied customers for reviews, but never offer an incentive for reviews.
    • Respond to every review, positive or negative

When responding, use keywords thoughtfully: “Thanks for the kind words about our SEO services in Roanoke!”

Bonus: Accessibility and Mobile Experience Matter

Your GBP links to your website, and Google evaluates the “landing” experience someone will have when they click the link to your website. If your site is slow, not accessible to people with disabilities, or confusing on mobile, it will hurt your ability to convert traffic by providing a less-than-optimal user experience, which will result in a lower ranking on Google

Ensure your site is:

What Google Wants: Relevance, Distance, Prominence

These are the 3 pillars of local ranking:

  • Relevance: Are you a good match for the search?
  • Distance: How close are you to the searcher’s exact location?
  • Prominence: Do you appear active, reviewed, and trustworthy?

Optimizing your GBP helps you influence all three.

Final Thoughts

If you want to rank higher in local search, your Google Business Profile is the best place to start. It’s free, it’s powerful, and most of your competitors are doing it wrong.

Optimizing it properly can result in:

  • More phone calls
  • More foot traffic
  • More website visits
  • And most importantly, more customers

Free Bonus Guide for Google Business Profiles

Click here to access our guide to fix the 3 most common mistakes that negatively impact a business’s rank on Google Map Pack.