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Google Business Profile Optimization

Your Google Business Profile (GBP) — formerly known as Google My Business — is the cornerstone of local SEO. It’s often the first thing people see when they search for terms like “digital marketing near me” or “best ecommerce consultant in Kansas City.” An optimized GBP helps you appear in Google Maps results, the Local Pack (the top three results with maps on the SERP), and even voice search.

If you're not ranking, this is where you start. Here’s how to optimize every inch of your profile to dominate your local area.

Claim and Verify Your Business Profile

Before optimization, ownership and verification are essential. If your business hasn’t been claimed, Google may be showing outdated or user-submitted information.

Action Steps:

  • Go to google.com/business and search for your business.
  • If you find it, click “Claim this business.”
  • Complete verification (usually via postcard, but can sometimes be done by phone, email, or instant video call).
  • Ensure your business is listed only once — duplicate listings can confuse Google and hurt your ranking.

Choose the Right Primary and Secondary Categories

Google uses business categories to decide what kind of searches your listing should appear for.

Best Practices:

  • Your primary category should be your core offering. E.g., “Digital Marketing Agency” or “Marketing Consultant.”
  • Secondary categories can include services like “Internet Marketing Service,” “Web Designer,” “Advertising Agency,” or “E-commerce Service.”
  • Be specific and avoid irrelevant categories.
Pro Tip: Check which categories top-ranking competitors in your area are using with tools like PlePer or GMBSpy.

Add a Fully Optimized Business Description

Google gives you 750 characters to describe your business. Make it count.

SEO Writing Tips:

  • Use target local keywords naturally: “digital marketing in Kansas,” “conversion-focused landing page design,” “local SEO expert near me.”
  • Highlight your value proposition, specialties, and service area.
  • Avoid keyword stuffing or promotional offers (Google’s guidelines prohibit it).

Example:
“At Ninsei Labs, we help Kansas-based brands turn clicks into customers through expert landing page design, local SEO, and AI-powered marketing solutions. From small business websites to national eCommerce brands, we deliver real results that scale.”

Fill Out Every Info Field — And Keep It Consistent

Your GBP is only as trustworthy as the information it displays. Complete and consistent business information is a top ranking factor for local SEO.

Checklist:

  • Business Name: Use your real-world name — don’t keyword stuff.
  • Address: Must match your website and citations exactly (suite numbers, abbreviations, etc.).
  • Phone Number: Use a local number. Avoid call tracking unless you configure it properly.
  • Website: Link directly to your homepage or a dedicated landing page for local traffic.
  • Hours: Update for holidays and special events — Google rewards “fresh” business info.
  • Service Area: For service-based businesses (without storefronts), define your radius or zip codes accurately.

Add High-Quality Photos & Videos Regularly

Photos help listings stand out, build trust, and may improve engagement metrics like clicks and calls — which can indirectly influence ranking.

Photo Strategy:

  • Upload at least:
    • Logo
    • Cover photo
    • Interior and exterior shots (if applicable)
    • Team photos and client work examples
  • Include images with geotags (metadata that includes location)
  • Add short videos showcasing your workspace, team, or services
Bonus Tip: Google loves when businesses upload new media every 7 days. It signals activity and relevance.

Enable Messaging and Booking (If Applicable)

Google now allows users to message your business directly from the search results — a powerful tool for generating leads.

To Enable Messaging:

  • Go to your GBP dashboard
  • Click “Messages” and toggle it on
  • Download the Google Business Profile app to manage responses

Booking Integration:

  • If you offer appointments (e.g., consultations), integrate scheduling tools like Calendly or Setmore directly with your profile

Collect and Respond to Google Reviews

Reviews are one of the top local ranking factors. The quantity, quality, frequency, and responses all matter.

Tactics:

  • Ask every happy customer for a review — use email signatures, thank-you pages, or QR codes in-store.
  • Respond to every review (especially negative ones) with professionalism.
  • Use keywords naturally in your responses to improve context relevance.

Avoid:

  • Incentivizing reviews (against Google’s policy)
  • Fake reviews or review swaps (Google can detect manipulation)

Post Regular Updates (Google Posts)

Think of Google Posts as social media updates that appear directly on your GBP. They help with engagement, click-throughs, and local relevance.

Post Types:

  • Promotions or discounts
  • Event announcements
  • New blog posts
  • Behind-the-scenes updates

SEO Tip: Use keywords in your post text, CTA buttons, and link to internal landing pages.

Use UTM Parameters to Track Performance

To understand how your GBP is performing, use UTM tracking in your website link.

Example URL with UTM:
https://ninseilabs.com/?utm_source=google&utm_medium=gbp&utm_campaign=local-seo

This lets you track clicks from your Google Business Profile in Google Analytics or GA4.

Monitor and Improve via Insights

Google provides limited but useful data under the “Performance” tab:

  • How many people found you via search vs. maps
  • What keywords triggered your listing
  • Actions taken (calls, messages, website clicks)
  • Photo views vs. competitors

Pro Move: Export this data monthly and track trends. Use drops or spikes to guide optimizations.

Updated on May 26, 2025