For local service-based businesses, a well-optimized Google Business Profile is a powerful tool for improving search visibility, building credibility, and qualifying for Google Local Service Ads.
A complete and actively maintained profile helps businesses rank higher in Google’s Local Pack and Google Maps by aligning with the three key local ranking factors: relevance, distance, and prominence. Here are some steps to take to optimize your Google Business Profile for local marketing success.
Enter Complete and Accurate Business Information
Google prioritizes businesses with detailed, up-to-date profiles. Your GBP should include:
- Business name (matching what’s used on your website and other online directories)
- Physical address or service area
- Photos of your team, finished projects, and Logo
- Phone number (consistent across all platforms)
- Website link
- Categories and services offered
A fully completed profile increases relevance, helping Google understand what your business does and matching it with the right search queries.
Verify Your Business Location
Google requires verification before listing a business in search results. This step is crucial for local visibility—unverified businesses won’t appear in Google Search or Maps. For businesses with multiple locations, verifying each one allows customers to find the correct contact details.
Verification improves prominence; Google favors businesses that have confirmed their legitimacy. It also refines proximity-based ranking, ensuring your business appears for customers searching nearby to their geo-location.
Keep Business Hours Accurate
Maintaining accurate business hours, including holiday or special hours, enhances both customer experience and local rankings. When businesses update their hours regularly, Google recognizes them as active and engaged, boosting their visibility.
If your hours are outdated, customers may visit at the wrong time, leading to frustration, potential lost business, and potential negative reviews. Google is more likely to show businesses with consistently updated information, reinforcing relevance by ensuring searchers get accurate results.
This can be extremely important for seasonal campaigns and industries who’s operating hours change depending upon the time of year.
Manage and Respond to Reviews
Reviews are one of the strongest prominence signals in Google’s ranking algorithm. Businesses with frequent, high-quality reviews often rank higher than competitors with fewer or outdated ones. Engaging with reviews—both positive and negative—demonstrates responsiveness and customer service.
Encourage satisfied customers to leave feedback and take the time to respond professionally. Acknowledging positive reviews builds credibility, while addressing negative reviews shows a commitment to resolving concerns. Google rewards businesses that engage with customers, making reviews a simple but powerful ranking factor.
Add High-Quality Photos
A visually appealing listing stands out in search results. Adding professional, high-resolution images of your storefront, team, and completed projects makes your profile more engaging and trustworthy. Photos also improve prominence, as businesses with frequent updates are seen as more relevant and active.
Google favors listings with a steady flow of fresh content. Regularly adding images and posts signals to Google that your business is well-maintained, improving rankings and attracting more customers.
Improve Your Local Rankings with Our Help
A completed Google Business Profile is key for local service businesses, helping to improve search ranking, increase visibility for potential customers, and boost ad performance. If you’re looking to strengthen your local marketing strategy, JSMT Media can help. Contact us today for Google Ads Management , SEO services, or web design.
