Google Business Profile Optimization: The Complete Guide

Your Google Business Profile (formerly Google My Business) is arguably the most important free marketing tool available to local businesses. When optimized properly, it puts your business directly in front of customers at the exact moment they're looking for your services. Here's how to get the most out of it.

Why Your GBP Matters

When someone searches "plumber near me" or "junk removal [city]," Google shows a map with three business listings — the "Local Pack." Appearing in this pack can mean the difference between getting 40 calls a month and getting zero. Your GBP listing is what determines whether you show up there.

Step 1: Claim and Verify Your Profile

If you haven't already, go to business.google.com and claim your listing. Google will verify your ownership, usually by sending a postcard to your business address. This is non-negotiable — you can't optimize what you don't control.

Step 2: Choose the Right Categories

Your primary category is the single most important ranking factor for the Local Pack. Be specific: "Junk Removal Service" ranks better than "Waste Management." Add relevant secondary categories too, but don't stuff irrelevant ones — Google will penalize you.

Step 3: Complete Every Field

Google rewards completeness. Fill out everything:

• Business name (exact legal name — no keyword stuffing)
• Address or service area
• Phone number (local number preferred over toll-free)
• Website URL
• Hours of operation (including special hours)
• Business description (use natural keywords)
• Services offered with descriptions
• Service area (list your cities)

Step 4: Add Photos Regularly

Businesses with 100+ photos get 520% more calls than the average listing. You don't need to start with 100, but add photos weekly: job sites, completed work, your team, your vehicles, your equipment. Avoid stock photos — Google can detect them and they hurt credibility. Real photos of real work perform best.

Step 5: Get and Respond to Reviews

Reviews are the second-biggest ranking factor after your primary category. Build a system for requesting reviews after every job. Respond to every review — positive and negative — within 24 hours. For negative reviews, stay professional and offer to resolve the issue offline. Your response is really for future customers reading it.

Step 6: Post Weekly Updates

Google Business Posts are like mini social media updates that appear on your listing. Use them to share completed jobs, promotions, tips, and company updates. This signals to Google that your business is active and engaged, which helps rankings.

Step 7: Answer Questions

The Q&A section of your GBP is often overlooked. Proactively add common questions and answers yourself — this gives you control of the narrative and provides useful information to potential customers.

Common Mistakes to Avoid

• Keyword stuffing your business name
• Using a virtual office or P.O. box as your address
• Ignoring negative reviews
• Setting it and forgetting it — GBP needs ongoing attention
• Having inconsistent information across different online listings

A well-optimized Google Business Profile is the foundation of local lead generation. Combined with a strong website and consistent local SEO strategy, it can transform your business. If you want help setting up or optimizing your profile, reach out to our team — we do this for home service businesses every day.