Google Business Profile Optimization: The Complete Guide

So my friend Maria has this Italian place in Croydon, which is a suburb of Melbourne nobody gets excited about. The food though. Unreal. She makes pasta from scratch, and her tiramisu has genuinely ruined me for every other tiramisu I've tried since. Over 200 Google reviews, almost all five stars. She'd been throwing $800 a month at Instagram ads. Paid a proper designer for the website and everything.

Then one night she texts me: "Seriously, why can nobody find me on Google?"

It was raining. November. I drove out there, sat at her bar with my laptop. Pulled up her Google Business Profile and within maybe thirty seconds I found it. Her primary category was just "Restaurant." Not "Italian Restaurant." Not "Pasta Shop." Just the completely generic "Restaurant" option, which is basically the equivalent of putting "human" as your LinkedIn job title. Her hours were still from 2023. Only thing she'd ever uploaded was a logo.

We spent that weekend fixing everything. I was sitting at a corner table photographing plates on my phone while she scrambled around wiping down surfaces, yelling at me that I should have warned her. Swapped the category, corrected the hours, wrote an actual description, seeded the Q&A section. Three weeks later she was in the top 3 of the map pack. Didn't cost her a cent, unless you count the carbonara she insisted on comping me.

That whole experience is honestly why this post exists. People set up their GBP once and forget about it, like it's a form they filed. Google doesn't see it that way at all. Google treats it as a live signal, something it keeps checking. There's a massive gap between those two attitudes, and closing it costs you basically nothing.

Why the map pack beats your website for local search

This trips people up. You Google "plumber near me" or "good coffee downtown" and websites aren't what you see first. It's the map pack, right there at the top. Three businesses pinned on a map, sitting above all the normal blue links.

And that map pack? Runs almost entirely off GBP data. Not website SEO. Not blog content.

BrightLocal surveyed consumers in 2024 and 98% of them said they'd searched for a local business online that year. And here's the kicker: 86% of all GBP views come from discovery searches (category-based stuff like "dentist open now") rather than people typing in your actual business name. From what I've observed, most of those people click something in the map pack and never scroll further. They call, they get directions, they're done.

I'm not saying websites don't matter at all. If someone is carefully comparing three dental offices, reading about credentials, treatment philosophies, that kind of thing, your website matters a ton. But for the "I need a locksmith RIGHT NOW" type searches? The map pack wins. Basically every time.

Google decides those top three map pack slots based on three things: relevance, distance, and prominence. You can't move your building closer to the person searching (well, you could, but that seems extreme). What you can do is shape relevance and prominence directly through your google my business profile optimization. Which is really what this whole guide comes down to.

Get your primary category right (seriously, this one thing)

I'll be annoying about this because it's the number one mistake I encounter. I've looked at probably forty or fifty local GBPs over the past couple years and at least half had this wrong.

About 4,000 categories to choose from. One primary, up to nine secondary. The primary carries way too much weight for how little attention people give it.

Here's the pattern. Divorce attorney picks "Lawyer." Thai restaurant picks "Restaurant." Yoga studio goes with "Gym." Then everyone's baffled about why they're invisible for their specific searches.

"Thai food near me" → Google looks for "Thai Restaurant" category first. Filed under generic "Restaurant"? Cool, you're now fighting every burger joint and sushi bar in the area. Pick the most specific category that honestly describes your business.

Figuring out the right one takes about five minutes. Go to Google Maps. Search your main service. See who's ranking 1, 2, 3 in your area. Click into their profiles, the primary category is listed right under the business name. Copy what's working (if it genuinely fits).

Secondaries, go broader. Maria's got "Italian Restaurant" primary, then "Pizza Restaurant," "Pasta Shop," "Catering Food and Drink Supplier." Each secondary category broadens the net of searches you can appear in. Don't add ones that aren't true though. Google's been penalizing that more aggressively lately.

One more thing. Categories change. Google adds new, more specific ones regularly. A marketing client of mine switched from "Marketing Agency" to "SEO Agency" once Google introduced the latter. Legitimate ranking improvement within two weeks. I check categories quarterly now out of habit.

Upload actual photos of your actual business

Every single profile I audit. Same thing. Name, address, maybe a logo if they were feeling ambitious. Zero actual photos of the business.

Birdeye analyzed 150,000+ GBP listings and the numbers are kind of absurd: businesses with 100+ photos get 520% more calls and 2,700% more direction requests compared to average. I was skeptical the first time I read that but after watching it play out with enough clients, I believe it.

What should you actually upload? Exterior shots from a couple angles, so people can find your building when they show up (sounds obvious, people still skip it). Interior photos that make your space look like somewhere you'd want to be. Team photos, which I know feels awkward but customers really do want to see the people before they walk in. And then whatever you sell or do: close-ups of food, finished renovation projects, a clean well-lit workshop, product displays on shelves.

What absolutely kills you is stock photography. Google can detect it and it looks terrible anyway. Same goes for blurry photos from 2019, anything with heavy Instagram filters, and those marketing graphics with text plastered over them.

The frequency thing surprised me more than anything else in this whole process. I had a client, a physio clinic, upload maybe 40 beautiful professional photos on day one. Then nothing for eight months. Her competitor two blocks away was posting 3 mediocre iPhone photos every single week and kept ranking above her in the map pack. Turns out Google cares about the cadence a lot. A steady trickle of average photos beats a one-time dump of gorgeous ones. Aim for 2-3 per week. Takes five minutes.

Short videos are worth trying too. Thirty seconds of your shop, a timelapse of a project, your team during a busy lunch rush. Upload straight to GBP, not to YouTube. Three minutes of effort for content that most of your competitors aren't bothering with.

One more thing: when customers upload their own photos to your listing, mention it when you reply to their review. It encourages more user content and Google reads that as engagement.

Google Posts, nobody uses these and that's your advantage

There's a feature in GBP where you can publish short updates that show right on your profile. They expire after seven days, except event posts which stick around until the event date. Almost no businesses use them, which is frankly great news for you because the bar is on the floor.

There are four types worth knowing about. Regular updates work well for news and behind-the-scenes stuff. A coffee shop I work with posts things like "Just brought in a new Ethiopian single-origin, stop by for a pour-over this week" and it does well. Offer posts are for promotions and they get a little "Offer" badge that catches people's eye. Event posts last until whatever event you're promoting. And product posts let you spotlight specific items with photos and pricing.

Try to post at least once a week. Always include an image because engagement without one is terrible. Add a CTA button, there's Book, Call Now, Order Online, Learn More, stuff like that.

Keep posts under 300 words and lead with whatever's interesting. And please write like an actual person. "Check out our latest specials!" reads like it was generated by software in 2014. "Our roaster just dropped something special and honestly I can't stop drinking it" is what a real person running a real cafe would say.

Will Google Posts 10x your revenue? No. But it's free content that tells Google you're active, it takes ten minutes, and it costs literally nothing. I still don't understand why more businesses skip this.

Reviews are a ranking factor, not just a trust thing

Most business owners get that reviews build trust with potential customers. What a lot of them don't realize is that reviews now account for roughly 20% of Local Pack ranking weight according to BrightLocal's latest ranking factors survey, up from 16% a couple years ago. Google is weighing the number of reviews you have, how recent they are, and what the actual text says when it decides your map pack position.

The recency thing catches people off guard. A business with 50 reviews from the last six months averaging 4.5 stars will outrank a business with 300 reviews averaging 4.9 if those 300 reviews are all from 2022. Google needs evidence that you're good right now. Old reviews, no matter how glowing, don't answer that question.

Getting reviews without being obnoxious

In your GBP dashboard there's a direct review link you can copy. Shorten it with Bitly or whatever you prefer. Then put it everywhere you can think of: email signature, text follow-ups after completed jobs, little cards with a QR code at your register, on receipts. The goal is to remove every single barrier between a happy customer and a review getting left.

Timing matters more than you'd think. Say you're a plumber and you show up at midnight to save someone from a flooded kitchen. Text them the next morning while they're still relieved and grateful. That's when you get the glowing five-star essay, not two weeks later when they've moved on. Restaurants, put a card with the check when you can tell the table's had a good time.

Just be straightforward about it. "Would you mind leaving us a Google review? It genuinely helps small businesses like ours." People respond to honesty. They completely tune out "we'd love your feedback" because it sounds like a bot wrote it.

And never, ever offer incentives. No discounts for reviews. No loyalty points. Nothing. Google has gotten frighteningly good at detecting this and they don't give you a warning first, they just penalize you.

Respond to all of them

The pattern I see constantly: a business will occasionally respond to 1-star reviews when they're upset enough, then ghost every single positive review. That's backwards.

Respond to every review. Every one. Five stars, three stars, one star. Google treats your response activity as engagement data. People who are reading your reviews before deciding whether to visit will absolutely judge you by your responses. And reviewers who see that you actually reply are more likely to leave one themselves.

When somebody leaves a good review, be specific about it. "Thanks Sarah! That kitchen reno came out incredible, loved working together on the tile selection" tells future customers something real. "Thanks for the 5 stars!" tells them nothing.

Negative reviews show your character more than anything else on your profile. Even when the reviewer is being completely unreasonable. Something like "Sorry about the wait, David. That's not our standard. Could you email me at [email] so I can make this right?" Every future customer who reads that exchange is making a judgment about how you handle things when they go wrong. You want to come out of that looking good.

Actually read what your reviews say

This goes beyond star ratings. When five different people all independently mention your friendly staff, that's marketing gold. Use that language in your Google Posts, put it in your description. When multiple reviews gripe about parking, add directions to your Q&A section. When everyone raves about one specific dish or service, feature it more prominently.

Your review text is basically free market research that's sitting right there. Almost nobody takes the time to actually read through it and look for patterns.

Q&A, the section you're probably ignoring

Go pull up any local business on Google right now and scroll down to the Q&A section. I'll bet you money you see one of two things: either there are questions from months ago that nobody ever answered, or, and this is worse, some random person answered them incorrectly and that wrong answer is now the first thing potential customers read.

Maria's profile had both problems. Someone had asked "do you cater?" like eight months earlier. No response from her. Another person asked about vegetarian options and some stranger replied "I think they only do meat pasta?" which is completely wrong. She makes an incredible eggplant parmigiana, among other things.

Here's what most people don't realize: Google explicitly lets you post questions AND answers on your own listing. You can literally seed it yourself. So sit down and think about what your receptionist or front desk person gets asked 50 times a month. Holiday hours. Parking. Walk-ins versus appointments. Price range. Whether you take insurance. Whatever specific services people always call about. Write up 10 or 15 of those with proper answers and just post them.

Your customers get instant answers without having to call. Google gets a bunch of keyword-rich text on your profile. Win-win. Pop back in once a week to catch any real questions from actual people before some random stranger answers them wrong.

NAP consistency, boring but powerful

NAP stands for Name, Address, Phone number. Dead simple concept that causes an absurd amount of damage when it's wrong.

Google cross-references your business info against basically every source it can find: your website, your GBP, Yelp, Yellow Pages, Facebook, random industry directories you signed up for in 2019 and forgot about. When things don't match, even tiny stuff like "Street" versus "St." versus "St" with no period, Google's confidence in your listing drops.

I had a client who kept seeing random ranking drops and couldn't figure out why. Took me a solid two hours of digging to find it. Turned out the previous SEO person had listed slightly different versions of the business name across fifteen directories. "Smith & Associates" on some. "Smith Associates LLC" on others. "Smith and Associates" on a few more. That was enough to confuse Google into not knowing which listing was the real one.

Fixing it is tedious but it's a one-time thing. Pick the exact version of your name, address, and phone number you want everywhere. Update your website first, footer and contact page and schema markup. Then GBP. Then grind through every directory you can find. Moz Local and BrightLocal are good for tracking down listings you've forgotten about.

After that initial cleanup you just need to stay consistent when you move, rebrand, or change phone numbers.

Business description: 750 characters you're probably wasting

I've accidentally built up a screenshot collection of terrible GBP descriptions. The current champion is "Family-owned business providing quality service since 1985." Not even exaggerating, I've seen that exact sentence on at least twelve different profiles.

Compare that to what we wrote for Maria: "Homemade Italian pasta, wood-fired pizza, and seasonal dishes in Croydon. BYO wine. Catering available for up to 80 guests." Read that again and count the search queries baked into it. "Wood-fired pizza Croydon." "BYO restaurant Croydon." "Italian catering Melbourne." She started ranking for terms that hadn't even crossed her mind.

If you want a loose formula: what you do, where, your top services by name, what makes you different, and some kind of call to action. That's your 750 characters. Quick note, Google doesn't allow prices or URLs in the description field, so save promotional stuff for Posts.

Services, products, and attributes

Three separate GBP features and the same story with all of them: nobody bothers filling them out.

The services section is the worst offender. There's a whole area where you're supposed to list individual offerings with descriptions. I had a locksmith client who'd put in exactly one entry: "Locksmith Services." Meanwhile his competitor across town had "Car Key Replacement," "Lock Rekeying," "Smart Lock Installation," "Emergency Lockout Service," and "Master Key Systems" all listed separately, each with a couple sentences explaining what it involves. Which one do you think Google surfaces when someone searches "smart lock installation near me"? Yeah. It's not complicated. Google literally matches the text in these fields against what people type. More specific entries, more queries you show up for.

Products work the same way but for physical goods. You add photos, descriptions, prices. It turns into a little catalog right inside search results. I'm honestly surprised how few businesses know it's there.

Then there's attributes, which are those little checkboxes you probably scrolled past: "wheelchair accessible," "free Wi-Fi," "outdoor seating," "veteran-owned." They seem trivial but Google actually uses them to filter searches. Somebody types "wheelchair accessible restaurant near me" and Google checks which listings have that box ticked. Takes maybe fifteen minutes to go through all of them. Might be the laziest ranking win I've come across.

How backlinks factor in

So I've been talking mostly about relevance so far, which is one of the three local ranking factors along with distance and prominence. Prominence is the interesting one because it goes beyond your GBP profile.

Google looks at the whole picture. Say you're a plumber. If your business shows up on Wikipedia, gets linked from a few trade magazines, and people mention you in Reddit threads about home renovation, Google sees a very different story than if you just have a GBP profile and a WordPress site collecting dust. One of those plumbers has evidence scattered across the internet that real people actually reference them. The other one is basically invisible outside of Google itself.

I had two clients last year, both in the same suburb, same type of business, and I'd optimized both their GBP profiles pretty similarly. One of them had backlinks, a couple Wikipedia citations, some niche blog links, a Reddit thread. The other had nothing like that. The first one kept ranking higher in the map pack and honestly it bugged me for a while because their GBP was not meaningfully better. Eventually I realized the prominence difference was the only explanation.

Shameless plug: this is what we do at Revised. We help businesses get contextual backlinks from Wikipedia, Reddit, major publications. The kind of signals that affect how Google sees your prominence. More on how that works here.

Avoid these mistakes (I see all of them constantly)

I'm going to be blunt here because I've watched businesses blow up their own GBP rankings through pure carelessness. Every one of these is something I've seen multiple times.

Keyword-stuffing the business name. You know the type: "Bob's Plumbing | Best Emergency Plumber Sydney | 24/7 Cheap Fast Reliable." That's not your legal business name and Google knows it. I've had three separate clients get suspended for this. Three. Just put your actual registered name.

The "set it and forget it" thing. Last post from eight months ago, newest photo is from the grand opening in 2022. Google looks at that and basically assumes you've closed down. You don't need to post every day but you do need some sign of a pulse.

Fake addresses are the one that really gets me. Service-area businesses renting a Regus office or using a friend's house just to show up in a different suburb. Google sends postcards to verify these. It's not a question of if they catch you, it's when. And then it's a suspension. If you're a service-area business without a shopfront, hide your address and set service areas instead. That's what the feature is for.

Old listings from previous locations will trip you up too. If you moved or rebranded, your old listing is probably still sitting there on Google Maps confusing everyone. Track it down and request removal, otherwise you've got two listings competing with each other and Google can't tell which one is legit.

And then there's business hours, which sounds boring until someone drives 20 minutes to your shop on Easter Monday because your GBP says you're open. You're closed. They leave a 1-star review out of frustration. I watched this exact scenario play out with a client. Set special hours for every holiday. Google lets you schedule them months ahead of time, there's no excuse for getting this wrong.

30 minutes a week, that's it

Look, none of this works if you do it once and walk away. But the ongoing maintenance is lighter than it sounds.

Monday or Tuesday: write one Google Post, throw up 2-3 photos. That's ten minutes, maybe less once you get the habit going. Wednesday or Thursday: scan reviews and Q&A, respond to whatever's new. Another ten minutes. Friday: quick look at your GBP performance numbers. New search queries popping up, direction request trends, how your photo views compare to competitors. Five minutes tops.

Once a month I'd also recommend doing a quick NAP check, seeing if Google added any new categories or attributes, and updating your services list if anything changed.

Thirty minutes a week for a channel that's completely free and directly controls whether local customers find you or don't. I genuinely can't think of a better return on time for a small business. (I ranked every marketing channel by ROI in our small business marketing strategies guide — GBP optimization is near the top for local businesses.)

Where to start

If your GBP is a mess right now, here's the order I'd tackle things:

1. Verify your listing if you haven't already
2. Fix your primary category to the most specific option that fits
3. Correct your hours, and set special hours for upcoming holidays
4. Upload at least ten real photos of your business
5. Go respond to every outstanding review you've been ignoring
6. Write up ten Q&A entries for the questions people always ask
7. Publish your first Google Post
8. Do a NAP audit on your main directories

Doing just those eight things puts you ahead of maybe 80% of local businesses. That's not an exaggeration, most people genuinely never get past step one.

After that it's just maintenance. Your Google Business Profile costs nothing and probably has more impact than any other marketing channel you're paying for. Treat it that way.

More on local strategy: SEO for small business and why your site isn't showing up on Google.

Track what's working

There's a whole analytics section built into GBP that most business owners never even open. It's worth five minutes a month to look at which search queries are bringing people to your listing, how many direction requests and calls you're getting, website clicks, and how your photo views stack up against similar businesses.

Pay attention to the trends rather than any single snapshot. If direction requests jumped after you started posting regularly, that tells you something, keep going. If a new search query shows up that you hadn't thought of before, make content around it. Photo views way behind your competitors? Probably time for better images.

Full guide on search analytics: how to measure SEO success metrics.