Is Your Google Business Profile Doing Its Job?
This is part of a series of articles on Local SEO for small businesses researched and written by Jude Goodwin, SEO geek since 1995.
Optimizing Your Google Business Profile: Why It Matters and How to Do It Right
If you're a local business owner trying to show up in Google search results, your Google Business Profile (GBP) is one of your most valuable assets. It's often the first thing people see when they search for your business—or for the services you offer in your area.
But here's the catch: just claiming your profile isn’t enough. To stand out, you need to optimize it.
In this article, we'll break down:
Why optimizing your GBP matters
What kind of results you can expect
What optimization actually involves
How to do it right (without spending a dime)
Why Optimizing Your Google Business Profile Is So Important
Let’s start with the big question: Why bother?
Here are four key reasons every local business should actively optimize their GBP.
1. Google Shows GBP Listings First
When someone searches “bookkeeper near me” or “accountant in Squamish,” what shows up first?
The Google Map Pack—that 3-pack of business listings with the map at the top. All those listings come from Google Business Profiles. If you're not in there (or yours is incomplete), you're missing out on serious visibility.
According to a recent BrightLocal study, 93% of consumers use online searches to find a local business—and 68% of people contact a business directly from the search results, without ever visiting the website.
That means your profile is your first impression.
2. You Build Trust Instantly
Your GBP contains:
Reviews
Photos
Services
Business hours
Service areas
Q&As
Direct calls or bookings
It gives potential clients confidence that you're legit, local, and reliable—before they even click your site.
A complete and active profile earns more trust and engagement than one that looks abandoned or half-filled.
3. You Show Up for More Searches (Even Without a Website)
Here’s a lesser-known fact: your GBP can rank for keywords even if you don’t have a website.
Google uses the information on your profile to decide what searches you’re relevant for. When you fill in every section, use the right categories, and post consistently, you're feeding Google more data—and increasing your chances of showing up for relevant local searches.
Adding predefined services and posting weekly, for example, has been shown to improve rankings significantly, based on studies by Sterling Sky and Whitespark.
4. It's Free—But Most Businesses Aren't Using It Fully
You don’t need ads or fancy tools to benefit from your profile. Yet many small businesses only fill in the basics and leave it untouched for months (or years).
That’s your opportunity.
By optimizing your profile consistently, you can leap ahead of competitors who aren’t paying attention.
What Does It Mean to "Optimize" Your GBP?
It’s more than just filling out your name and phone number. Optimization means:
Adding relevant categories (primary and secondary)
Writing a keyword-rich business description
Using predefined services (and custom ones if needed)
Uploading photos and videos regularly
Getting and responding to reviews
Posting updates weekly
Answering Q&As on your profile
Keeping hours and contact info up to date
Making sure your NAP (Name, Address, Phone) is consistent across the web
Real-World Evidence That Optimization Works
There’s a reason local SEO experts constantly recommend GBP optimization: it’s proven to work.
In Whitespark's Local Search Ranking Factors study (2023), the top signals for local rankings included:
Google Business Profile categories
Keywords in the business name
Quantity and velocity of Google reviews
Consistent citations (NAP)
On-page relevance of website linked to the GBP
And more recently, research from Sterling Sky showed that adding Google’s predefined services (like “Payroll Services” or “Bookkeeping Services”) can directly improve your visibility in local search.
How to Start Optimizing Your Profile Today
You don’t need to do everything all at once. Start with the basics:
Step 1: Fill in Every Field
Make sure your:
Business name, address, and phone are correct
Website is linked
Hours are accurate
Categories and services are complete
Step 2: Add a Strong Business Description
Include:
What you do
Who you serve
Your location
Keywords customers are likely to search
Step 3: Upload Photos Weekly
Interior shots, team photos, workspace—anything that shows your business is real and active.
Step 4: Ask for Reviews
Make it easy for happy clients to leave a Google review. Reply to each one with a personal message—Google notices this.
Step 5: Post Weekly Updates
Share:
Tips
Service spotlights
Reminders
FAQs
Seasonal content
These posts keep your listing fresh and show Google (and clients) that you're active and engaged.
Final Thoughts
Optimizing your Google Business Profile is one of the easiest and most effective things you can do to increase your local visibility, build trust, and grow your business online.
It's free. It’s powerful. And most of your competitors still aren’t doing it well.
Start with the basics, keep showing up, and give Google (and your customers) every reason to choose your business over the next one in line.
Wondering if your GBP needs optimzing? Give us a call!
