11 Google Business Profile Optimization Tips

Your Google Business Profile is one of the best ways to stand out in local search results. When it’s properly set up, it helps people find you, understand what you offer, and feel confident choosing your business. But you can’t stop at just creating a profile. If it’s incomplete or outdated, it’s about as useful as a store with no signage. People might still stumble across it, but they won’t be sure if they’re in the right place.

If you’ve already claimed and verified your profile, you’re off to a solid start. But to get the most out of it, you need to keep it fresh, accurate, and engaging. A well-optimized profile does more than sit there. Instead, it actively attracts new customers.

Here are 11 Google Business Profile optimization tips so it doesn’t just show up in search but actually helps grow your business.

1. Complete All Business Information

Google favors business profiles that are complete and kept up to date. If important details are missing or incorrect, you could be turning away potential customers without even realizing it. So, the first of the Google Business Profile optimization tips we’ll cover is simply making sure your profile is complete.

Start by double-checking your business name, address, and phone number (NAP) to make sure they match what’s listed on your website and anywhere else your business appears online. When Google sees inconsistencies, it may not know which version to trust—and customers might feel the same way.

Once the basics are in place, take it a step further. Add your website URL, business hours (including holiday updates), and any relevant attributes that highlight what makes your business unique. A well-rounded profile signals credibility, not just to Google but to the people searching for exactly what you offer.

Our own Google Profile does a good job of this. We’ve listed hours, contact info, service areas, and services offered listed prominently. 

2. Use High-Quality Photos & Videos

A picture might not literally be worth a thousand clicks, but on Google, it can make all the difference. Profiles with high-quality visuals tend to grab more attention, get more clicks, and build trust faster than those without them. When someone is deciding between two businesses, the one with clear, inviting photos is almost always going to win.

At the very least, your profile should include a clear and professional-looking photo that represents your brand. A generic or low-quality image isn’t doing you any favors. If you have a physical location, add high-resolution shots of your storefront, office, or workspace so customers know what to expect when they visit.

People also like to see the human side of a business, so include photos of your team in action—whether that’s prepping orders in the kitchen, helping customers in-store, or working behind the scenes. And if you sell products or offer specific services, show them off with detailed images that highlight what makes them great.

Google also allows short, 30-second videos on your profile. A quick behind-the-scenes clip, a customer testimonial, or a simple walkthrough of your services can go a long way in making your business feel more approachable. If a picture helps people connect with your brand, a video makes them feel like they already know you.

3. Write a Business Description

Your business description serves as a chance to introduce your brand, explain what you do, and highlight what makes you stand out. It should use natural phrasing, be engaging, and free of keyword stuffing. Instead of cramming in every service you offer, focus on the essentials and make it easy for customers to understand why they should choose you.

Since Google only displays the first 250 characters in search results, put the most important details upfront. Keep it concise and customer-focused. And make sure it reflects your brand’s personality.

For example:

“BlueSky Plumbing provides fast, reliable plumbing services to homeowners in Austin, TX. Whether it’s a leaky faucet, a clogged drain, or a full water heater replacement, our licensed plumbers are ready to help. With 24/7 emergency service and upfront pricing, we make home repairs hassle-free. Call today to schedule your service!”

This approach keeps the description informative and approachable while making it clear what the business offers. A strong, well-written description builds trust and helps attract the right customers. 

Universal Athletic Club does this well, with a concise description included in its profile:

4. Keep Your Information Updated

Business details don’t stay the same forever. When something changes, your Google Business Profile should reflect it right away. A customer showing up to a locked door because your hours were wrong is inconvenient at best. At worst? It’s a lost opportunity.

If your hours change, especially around the holidays, update them before someone makes the trip only to find you closed. If you move locations, make sure your address is updated everywhere, not just on Google. A mismatched address between your website and business listings can create confusion for search engines and customers. And if your phone number changes, update it immediately. No one wants to call for information and be met with an out-of-service message.

Keeping everything current shows Google that your business is active and helps customers feel confident that they can reach you when they need to. A well-maintained profile makes life easier for everyone, including you.

5. Choose the Right Categories

Picking the right business categories is one of the easiest ways to help Google understand what you do and make sure your profile appears in front of the right people. If your primary category is too broad, you might not show up for the customers who need your exact services.

Instead of just selecting “Bakery,” a vegan bakery should go with “Vegan Bakery” if it’s available. The more specific you are, the better Google can match your business with relevant searches.

Secondary categories let you cover all the bases. A landscaping company, for example, wouldn’t want to stop at just “Landscaping Service.” If they also handle lawn care, tree trimming, and hardscaping, those should be added as well. 

6. Encourage Customer Reviews & Respond to Them

Google pays attention to the number and quality of your reviews when ranking local businesses. Of course, potential customers do, too. A steady flow of positive, recent reviews makes a business look trustworthy and increases the chances that someone chooses you over the competition.

The best time to ask for a review is right after a great experience. Whether it’s in person at checkout, in a follow-up email, or through a quick text, making the request while the interaction is still fresh leads to better responses. To make things easy, send customers a direct link to your review page so they don’t have to go searching for it.

But getting reviews is only half the job. Taking the time to respond to glowing feedback and the occasional complaint shows that you care about your customers. A quick thank-you for a positive review goes a long way, and a professional response to a negative one can turn a bad situation into a second chance. 

H&H Paving, based in Virginia, does a great job of featuring high-rated reviews: 

7. Post Regular Updates

Google Posts work like a built-in marketing tool. Use it to share updates right on your profile without spending a dime. These posts keep your business visible and give customers a reason to check back whether you’re announcing a limited-time discount, an upcoming event, or a new product launch.

Posting regularly shows Google that your business is active, which can help with rankings, too. More importantly, it keeps customers in the loop and makes them more likely to engage with your latest offers and updates.

8. Add Products and Services

If you offer specific products or services, adding them to your Google Business Profile gives potential customers a quick way to see what you provide without having to visit your website. A detailed listing also makes it easier for people to decide if you’re the right fit.

For each product or service, include: 

• A clear name
• A brief but informative description
• Pricing (if it applies)

Businesses in retail, restaurants, and service industries benefit the most from this feature since it helps searchers get the details they need upfront. They’re more likely to take the next step that way.

9. Use Attributes

Another thing you’ll want to take advantage of are attributes. Google lets businesses add these to highlight what makes a business stand out. These small details might seem minor, but they can actually be the deciding factor for a customer choosing between you and a competitor.

If your business has unique features, make sure they’re listed on your profile so people can see them at a glance. Options include things like, “women-owned,” “wheelchair accessible,” “pet-friendly,” and “outdoor seating.”

10. Leverage Questions & Answers

Many businesses overlook the Google Q&A section, but it’s a great way to engage with potential customers before they even reach out. People searching for your services often have the same common questions, and if they don’t find the answers, they might move on to someone else.

Because anyone can respond to these questions, keeping an eye will be a task you need to keep on top of. Responding quickly ensures that the right information is displayed, rather than an outdated or incorrect answer from another user. You can also get ahead of customer inquiries by posting frequently asked questions yourself.

11. Set Up Service Areas

The last of the Google Business Profile optimization tips we’ll discuss here is configuring your service areas. If your business doesn’t have a physical storefront and you travel to customers, you’ll need to set up Service Areas. Without it, Google might not know where to show your profile, and potential customers could have a harder time finding you.

A mobile dog groomer in Phoenix, for example, wouldn’t just list “Phoenix, AZ.” If they also serve nearby cities like Scottsdale, Mesa, and Tempe, those should be included as well.

Get the Most Out of Your Google Business Profile

A fully optimized Google Business Profile makes it easier for customers to find you and keeps your business visible in local search results. But between updating details, managing reviews, and staying on top of new features, it can start to feel like a full-time job.

Thankfully, we can help!

If you want expert help with implementing these Google Business Profile optimization tips, local SEO, or digital marketing strategies, get in touch today. Let’s make sure your business stands out where it matters most.