For businesses that rely on local customers, Google My Business (GMB)—now officially called Google Business Profile (GBP)—is an essential part of a strong SEO strategy. Optimizing your Google My Business for SEO is crucial, yet many businesses treat it as a simple directory listing, filling in the basic information and moving on. The reality is that a well-optimized Google Business Profile can significantly impact local search rankings, website traffic, and customer engagement.
With more people relying on Google Search and Google Maps to find businesses near them, optimizing a Google Business Profile is no longer optional—it’s a requirement for visibility. A neglected profile may still appear in search, but it won’t stand out, won’t rank well, and won’t convert potential customers into paying ones.
For businesses that actively manage and optimize their profile, including Google My Business for SEO, the benefits are clear: higher rankings in local search results, more direct customer interactions, and increased leads. But simply having a Google Business Profile isn’t enough—you need to know how to strategically optimize it to improve your search visibility and attract more local customers.
How Google Business Profile Impacts Local SEO
Maximizing Google My Business for SEO
Google’s search algorithm prioritizes relevance, distance, and prominence when ranking local businesses. Businesses that optimize their Google Business Profile with accurate details, active engagement, and strong customer interactions are more likely to appear in the Google Local Pack—the top three business listings that appear for local searches.
The Local Pack is one of the most competitive spots in search results because it appears above organic results, giving businesses listed there a significant advantage. When potential customers search for services nearby, they don’t always scroll down to traditional website listings; instead, they choose one of the top three businesses featured in the map results.
A well-maintained Google Business Profile helps a business rank higher in these results, but it also does more than just boost visibility. It improves user experience by giving potential customers everything they need—location, hours, phone number, reviews, and even direct actions like calling or booking—without ever leaving the search page.
Businesses that leverage their Google Business Profile correctly see more engagement, better rankings, and ultimately, more conversions.
Setting Up and Optimizing Your Google Business Profile
Creating a Google Business Profile is just the first step. To truly benefit from it, businesses need to optimize their listing by completing every available section, ensuring consistency, and regularly updating their profile.
One of the most common mistakes businesses make is incomplete information. A profile that lacks key details, such as operating hours, business categories, or a clear description, signals to Google that it may not be the best result to show for a search query.
Filling Out the Basics
The foundation of a strong Google Business Profile is accurate and complete business information. This includes:
- Business Name: Use the exact name as it appears on your website and other listings. Keyword stuffing (e.g., “Pittsburgh SEO Agency – Best Marketing Company”) can lead to penalties.
- Categories: Select the most relevant primary category, as this has the biggest impact on search visibility. Secondary categories should support additional services.
- Address & Contact Information: Ensure your Name, Address, and Phone Number (NAP) are consistent across all online listings to avoid confusion and ranking issues.
- Business Hours: Keep hours updated, including holiday hours, to ensure customers see accurate information.
- Website Link: Add the correct URL, ideally a location-specific landing page for multi-location businesses.
Crafting a Google-Optimized Business Description
A compelling business description helps potential customers understand what you offer while reinforcing relevance for search engines. Google allows 750 characters, but only the first 250 characters appear before users have to click “More.”
The best descriptions are concise, informative, and naturally incorporate keywords without sounding forced. Instead of listing services robotically, focus on what makes your business unique while including relevant location-based phrases to help with SEO.
For example, instead of saying:
“We are a marketing agency offering SEO, PPC, social media marketing, and web design.”
A stronger, search-friendly description would be:
“Redshift Local is a Pittsburgh-based SEO agency helping businesses increase visibility, drive traffic, and convert leads through proven local SEO strategies. We specialize in Google Business Profile optimization, paid advertising, and content marketing.”
This approach provides SEO value while maintaining a natural tone.
Using Photos and Videos to Boost Engagement
A fully optimized Google Business Profile isn’t just about text—visual content plays a critical role in increasing engagement. Businesses with high-quality photos receive more clicks, direction requests, and phone calls compared to those without.
Google prioritizes listings with fresh, original photos that showcase the business, services, and team. Stock photos don’t add value, and low-quality images can harm credibility. Businesses should regularly update their profile with:
- Exterior and interior photos to help customers recognize the location.
- Team and service images that create a more personal connection.
- Customer interactions or product shots to showcase the business in action.
Short videos under 30 seconds also perform well. A quick behind-the-scenes clip, a testimonial, or an overview of a service can add an extra layer of authenticity and improve rankings.
Leveraging Customer Reviews for Local SEO
Customer reviews are one of the strongest ranking factors for local SEO. A high volume of positive reviews not only boosts a business’s credibility but also increases search visibility.
Google prioritizes businesses with a steady flow of new, high-quality reviews. While the number of reviews matters, engagement is just as important. Responding to reviews—whether they’re positive or negative—signals to Google that a business is active and values customer feedback.
A business that consistently generates authentic, keyword-rich reviews will see better rankings over time. Encouraging satisfied customers to share detailed feedback helps reinforce what the business is known for in Google’s algorithm.
Instead of simply asking for a review, businesses should request specific details, such as:
- What service they received
- Their experience with the business
- Why they’d recommend it
The more relevant details a review contains, the more search value it provides.
Posting on Google Business Profile to Stay Active
Google rewards businesses that actively update their profiles, and one of the best ways to do this is through Google Business Profile posts. These updates appear in search results and can be used to promote special offers, events, new products, or general business updates.
Unlike social media posts that disappear into a feed, GBP posts remain visible to searchers when they look up a business. Regular posting signals to Google that a business is active, which helps with ranking.
To maximize engagement, posts should be clear, relevant, and include a call to action. Businesses can encourage potential customers to visit their website, book an appointment, or take advantage of a limited-time promotion directly from search results.
Tracking Performance with Google Business Profile Insights
Optimization isn’t a one-time task—monitoring and adjusting based on performance is crucial. Google Business Profile Insights provides valuable data on:
- Search queries that lead customers to the business
- How often people call, visit the website, or request directions
- Where customers are finding the business (Search vs. Maps)
By analyzing this data, businesses can adjust their SEO strategy, refine their service descriptions, and enhance engagement tactics.
Google Business Profile is one of the most powerful tools for local SEO, but only when properly optimized. Businesses that actively manage their profile by completing key details, collecting reviews, posting updates, and tracking performance gain a competitive edge in search results.
For those looking to improve their local visibility, focusing on Google Business Profile isn’t optional—it’s essential. Businesses that take the time to refine their profile and engage with customers see real results in search rankings, traffic, and conversions.
Want to get more from Google Business Profile? Redshift Local specializes in local SEO strategies that help businesses rank higher and attract more customers.