Your Google Business Profile Is Your Most Important Local Asset
Google Business Profile (formerly Google My Business) is the single most influential factor in local search rankings. It determines whether you appear in the Map Pack — the coveted three-business listing at the top of local search results that captures the majority of clicks.
Setting Up for Success
Claim and Verify Your Listing
If you haven’t already, claim your Google Business Profile at business.google.com. Verification typically happens via postcard, phone, or email. Without verification, you can’t manage your listing or respond to reviews.
Complete Every Field
Google rewards complete profiles. Fill out your business name (exactly as it appears in real life), address, phone number, website, hours of operation, business categories, services and products, business description, and attributes (accessibility, payment methods, etc.).
Choosing the Right Categories
Your primary category is the single most important ranking factor in your profile. Choose the most specific category available. A “pediatric dentist” is better than just “dentist.” Add all relevant secondary categories to expand your visibility for related searches.
Photos and Visual Content
Businesses with photos receive 42% more direction requests and 35% more website clicks. Upload exterior shots (help people find you), interior photos (show the atmosphere), team photos (build personal connection), product and service photos, and before/after examples when applicable. Add new photos regularly — Google favors active profiles.
Google Posts
Google Posts are mini-updates that appear directly in your business listing. Use them to promote offers and specials, announce events, share news and updates, and highlight products or services. Posts expire after seven days, so update them weekly for maximum visibility.
Reviews: The Ranking and Trust Engine
Reviews are a top-three local ranking factor. More importantly, they heavily influence consumer decisions. Aim for consistent review generation, not sporadic bursts. Respond to every review — positive and negative. Thank positive reviewers specifically. Address negative reviews professionally and constructively.
Q&A Section
The Q&A section on your profile is often overlooked. Proactively add and answer common questions about your business. This provides helpful information and signals relevance to Google for those topics.
Insights and Tracking
Google Business Profile provides valuable insights: how customers find your listing, what searches trigger your listing, customer actions (calls, direction requests, website visits), and photo views compared to competitors.
Need Help with Local SEO?
Brandastic optimizes Google Business Profiles and local SEO strategies for businesses across Southern California. Get a free local SEO consultation.
