The Beginner’s Guide to Google Business Profile Optimization

If you’re a small or medium-sized business trying to get found online, optimizing your Google Business Profile (formerly Google My Business) is one of the most important—and often overlooked—steps you can take. In 2025, local SEO is still the lifeblood of many businesses, and your Google Business Profile acts as your digital storefront.

Think about it: when someone searches for your service, they’re not always going to your website first. They’re seeing your listing on Google Maps or in a Local Pack (a feature on search engine results pages (SERPs) that displays three prominent local business listings, often including a map and essential information like name, address, and phone number) result—your reviews, hours, photos, and more—all in one snapshot. And that profile may be the deciding factor in whether they call, visit, or keep scrolling.

Let’s walk through what it takes to make your profile work for you, not against you.

Why Your Google Business Profile Matters

Google holds more than 90% of the global search engine market. And when someone searches something like “pizza near me” or “best lawn care in Lawrenceburg,” Google uses location data to show them top-rated, relevant businesses in their area. That’s where your Google Business Profile comes in.

Here’s what a well-optimized profile can help you do:

• Increase visibility in local searches and Google Maps

• Build trust instantly through reviews and accurate information

• Drive calls, website visits, and foot traffic

• Stand out from competitors who haven’t optimized theirs

  
  

It’s free, powerful, and often underutilized. Let’s change that.

Step 1: Claim and Verify Your Profile

If you haven’t claimed your business profile yet, that’s step one. Go to google.com/business, search for your business, and follow the prompts to claim it. Google may verify you via postcard, phone, or email—this helps confirm that you’re the actual owner.

Already claimed it? Great. Let’s make sure everything is up to date.

Step 2: Fill Out Every Field You Can

Incomplete profiles are missed opportunities. Go beyond the basics and make sure these fields are filled in and accurate:

• Business name

• Primary and secondary categories (e.g., “Bakery” and “Wedding Cake Shop”)

• Business description (include keywords naturally!)

• Hours of operation (including holidays)

• Phone number and website

• Services and products

• Service area (for businesses that travel to customers)

  
  

Google favors profiles with complete and detailed info.

Step 3: Add High-Quality Photos and Videos

Visuals matter. According to Google, businesses with photos receive:

• 42% more requests for directions

• 35% more click-throughs to their websites

  
  

Upload a mix of images, including:

• Storefront/exterior photos

• Interior photos

• Staff/team images

• Product or service shots

• Logos and branded graphics

• Short video clips (under 30 seconds)

  
  

Keep things updated with seasonal or new offerings!

Step 4: Post Regular Updates

Yes, you can post to your Google Business Profile like you would on social media. Use this feature to:

• Announce new products or services

• Share upcoming events

• Promote limited-time offers or sales

• Highlight recent blog posts

  
  

Posting regularly keeps your profile active and sends signals to Google that your business is relevant and engaged.

Step 5: Collect and Respond to Reviews

Reviews are gold—especially for local businesses. Positive reviews improve your visibility and influence potential customers.

Best practices for reviews:

• Ask happy customers for a review after a great experience.

• Make it easy—share a direct review link.

• Respond to every review, good or bad. Be polite, professional, and appreciative.

  
  

If you get a negative review, don’t panic. Respond promptly and calmly, showing that you care about feedback and customer service.

Step 6: Use Keywords (But Don’t Overdo It)

Just like SEO on your website, keywords matter on your profile too. Add relevant search terms in your:

• Business description

• Posts

• Services section

  
  

For example, instead of saying “We offer landscaping,” try: “We provide full-service landscaping, hardscaping, and lawn maintenance throughout Greater Cincinnati and Southeast Indiana.”

Stay natural—no keyword stuffing.

Step 7: Monitor Insights and Analytics

Your profile comes with helpful analytics like:

• How many people viewed your profile

• What search terms they used

• How many actions they took (calls, website visits, direction requests)

  
  

Review these monthly to see what’s working and where you might improve.

Is This Really Worth Your Time?

Yes—every minute you spend optimizing your Google Business Profile is an investment in local visibility. Whether you’re a boutique in Cincinnati, a contractor in Dearborn County, or a professional service provider anywhere in between, this one free tool can make a real difference in your ability to be discovered and trusted by prospective customers and the community you aim to serve.

Need Help? We’ve Got You Covered

At 39 North Marketing, we help businesses claim, optimize, and manage their Google Business Profiles to improve visibility and attract more local leads. Whether you need a one-time setup or ongoing reputation management, we’re here to help point you in the right direction.

Let’s get your profile working as hard as you do. Contact us today to get started!