By Michael Gasser, Squeeze Marketing
Google Business Profile, formerly known as Google My Business, is the single most important free marketing tool for local businesses. It controls how your business appears on Google Search and Google Maps, and for many potential customers, it is the first and only impression they get of your business before making a decision.
Despite its importance, most businesses either have not claimed their profile or have set it up once and never touched it again. Here is how to fully optimize your Google Business Profile to maximize visibility and attract more customers.
Claim and Verify Your Profile
If you have not claimed your Google Business Profile, do it today. Google may have automatically created a listing for your business based on public data, and without claiming it, you have no control over what it says. Visit business.google.com to claim your listing. Verification typically involves receiving a postcard at your business address or a phone verification.
Once verified, you have full control over your business information, photos, posts, and how you respond to reviews. This is the foundation of your local SEO strategy.
Complete Every Section
Google rewards complete profiles with better visibility. Fill out every available section: business name, address, phone number, website, hours of operation, business description, categories, services, attributes, and service areas. The more information you provide, the more relevant signals Google has to match your business with searcher intent.
Choose your primary and secondary categories carefully. Your primary category should be the most specific, accurate description of your business. A family dentist should choose Family Dentistry, not Healthcare. A seafood restaurant should choose Seafood Restaurant, not Restaurant. Category selection directly impacts which searches your profile appears in.
Add High-Quality Photos
Businesses with photos receive 42% more requests for directions and 35% more clicks to their website, according to Google. Add professional-quality photos of your exterior, interior, products, team, and anything else that helps a potential customer visualize the experience of doing business with you.
Update your photos regularly. Seasonal photos, photos of new products or services, and event photos all keep your profile fresh and engaging. Google also allows you to add videos, which can be a powerful way to show your business in action.
Post Regular Updates
Google Business Profile includes a posting feature that allows you to share updates, offers, events, and news directly on your listing. These posts appear when people find your business on Google and provide additional context and engagement opportunities.
Post at least once a week. Share promotions, new menu items, upcoming events, blog posts, or helpful tips. Posts expire after seven days for standard updates, so regular posting keeps your profile active. Google views active profiles as more relevant, which can boost your visibility in search results.
Manage and Respond to Reviews
Your review presence on Google Business Profile is one of the strongest ranking factors for local search and one of the most influential elements for customer decision-making. Actively encourage reviews from satisfied customers and respond to every review you receive, positive and negative.
When responding to negative reviews, be professional, empathetic, and solution-oriented. Do not argue or get defensive. Acknowledge the concern, apologize if appropriate, and offer to resolve the issue offline. Your response is public and speaks as much to future customers as it does to the reviewer.
The Bottom Line
Your Google Business Profile is often the first thing a potential customer sees when they search for a business like yours. A fully optimized, actively managed profile can drive more traffic, calls, and customers than many paid marketing channels, and it costs nothing.
Squeeze Marketing helps local businesses optimize their Google Business Profile and build comprehensive local SEO strategies. Visit squeezemarket.com to make sure your business is getting found.
