Google My Business for Local SEO
Local search is how people find the shops, cafés, clinics, and service providers that are closest to them. Google Business Profile (GBP) is the free tool that puts your company on the map—literally and figuratively. This guide explains what the platform is, why it matters, and how to squeeze every drop of value from it so you can attract more foot traffic, calls, and sales.
What Is Google My Business
Google Business Profile is the dashboard where you control the small information card that appears when someone looks for your business on Google Search or Google Maps.
Free business listing – Your name, address, phone, and hours show up in Search and Maps.
Knowledge Panel – On desktop a large info box appears on the right side of the results page.
Maps Pin – On mobile your listing shows in the carousel and drops a pin on the map.
Built‑in marketing tools – Photos, posts, messages, reviews, and call tracking live in one place.
Local ranking factor – Google uses profile completeness and accuracy to decide who appears in the coveted “Local Pack.”
Benefits of Google My Business
Keeping an active, accurate profile is one of the easiest wins in local SEO,
- Higher Local Rankings
Google favors businesses with verified, well‑filled profiles and frequent updates. Positive reviews boost trust and positions.
- More Qualified Traffic
Searchers see answers instantly—hours, pricing, directions—so conversion rates are high.
- Improved Customer Engagement
Photos, Q&A, and direct messages let customers interact in real time.
- Actionable Insights
Built‑in analytics reveal how many people saw the listing, called, or requested directions so you can adjust strategy.
How to Create Your Business Profile
Follow these steps if you do not yet control your listing:
- 1)
Sign in to a Google Account you want to use for business.
- 2)
Go to the Profile Manager: Google My Business
- 3)
Enter your business name.
- 4)
Select a business category (e.g., “Italian Restaurant”).
- 5)
Add a physical location if customers can visit you or define a service area.
- 6)
Enter phone number and website URL.
- 7)
Choose a verification method (postcard, phone, email, video, or bulk).
- 8)
Finish setup and add hours, photos, and more.
How to Verify Your Business Profile
Verification proves to Google that you are the real owner. Available methods depend on your type of business and location.
- Postcard
Google mails a card with a 5‑digit code to your address. Enter the code in the dashboard. (5–14 days)
- Phone
Google calls or texts the listed phone number with a code. (Instant)
- Email
A code is sent to the work email visible on your website domain. (Instant)
- Video Recording
Record a short video showing the storefront, signage, and business assets. (24–48 h)
- Live Video Call
A Google rep asks you to walk around the premises on a video call. (10–15 min)
- Bulk Verification
Brands with 10+ locations can submit a spreadsheet for approval. (1–2 weeks)
*Tip: While waiting for a postcard, do not edit the business name, address, or category, or the code may be voided.
How to Optimize Your Business Profile
Think of your profile as a mini‑website. The richer the content, the more likely customers—and Google—will trust you.
Fill Out Every Field
Business name – Use your real‑world name; avoid extra keywords.
Primary & secondary categories – Your main service goes first; add up to nine more if relevant.
Address & service area – Double‑check spelling, suite numbers, and postal codes.
Business hours – Include holiday hours and update them whenever they change.
Phone number – Use a local area code if possible.
Website – Link directly to the most relevant landing page.
Products & services – Add menus, price lists, or service descriptions.
Attributes – Mark options like “Wheelchair accessible,” “Wi‑Fi,” or “Outdoor seating.”
Opening date – Helps Google display “new on the block” labels.
Use Keywords Naturally
Write the description in plain language and work in phrases people might type, such as “eco‑friendly hair salon in Sofia.” Keep it under 750 characters with the most important info in the first 250.
Upload High‑Quality Media
Logo (square)
Cover photo (landscape)
Interior and exterior shots
Team pictures
Short 30‑second videos that pan the space or highlight a product
Keep Posting
Weekly updates—offers, events, tips—show Google that your listing is alive.
Managing Core Business Information
Consistency is critical for local SEO.
- NAP Consistency
Use the exact same Name, Address, and Phone across your website, receipts, and directories—even small changes like “St.” vs. “Street” can confuse Google.
- Choosing Categories
Pick the category that best describes your main money‑maker, then add genuine secondary categories. Avoid stuffing.
- Writing a Strong Description
Start with who you help and what you do, highlight unique selling points, and finish with a gentle call to action.
Adding and Managing Photos & Videos
Images can be the deciding factor when customers pick between two similar businesses.
Photo Guidelines
Resolution – 720 × 720 px minimum.
File size – 10 KB to 5 MB.
Format – JPEG or PNG.
Lighting – Shoot in daylight to avoid grain.
Frequency – Post new photos every few weeks.
Must‑Have Photo Types
Exterior – Helps customers recognize the building from the street.
Interior – Shows ambiance and cleanliness.
Product or service in action – e.g., barista pouring latte art.
Team photos – Put a friendly face to the name.
Before‑and‑after – Great for makeovers and renovations.
Video Tips
30–60 seconds is ideal.
Use a steady hand or tripod.
Show one clear message (for example, “How we prepare our signature dish”).
Add captions; many viewers watch with sound off.
Managing Reviews
Reviews influence both rankings and purchasing decisions.
How to Encourage Reviews
QR codes on receipts or table tents that link directly to the review form.
Email follow‑up 24 hours after purchase.
SMS reminders with a short, polite request.
In‑store tablet where happy customers can leave a review using their own Google account.
Best Practices for Responding
Timeliness – Aim to reply within 48 hours.
Personal tone – Use the customer’s name and mention specifics.
Professionalism – Thank positive reviewers; address concerns politely.
Keywords – Work relevant phrases into replies without sounding robotic.
Invite resolution offline – Share a phone or email for follow‑up on negative feedback.
Simple Response Template:
Hi [Name], thank you for taking the time to share your experience. We’re thrilled you loved [specific item]and hope to see you again soon! — [Your Name], Owner
Posting Updates, Offers & Google Posts
Posts appear in your listing for seven days (longer for events). They are mini‑ads you can create for free.
- 1)
Navigate to the “Add update” button inside the dashboard.
- 2)
Choose a post type: Update, Offer, Event, or Product.
- 3)
Write a catchy headline (4–5 words).
- 4)
Add body text up to 1 500 characters (150–300 works best).
- 5)
Upload an image or video.
- 6)
Add a call‑to‑action button (Book, Call, Order Online, etc.).
- 7)
Publish.
*Pro tip: Re‑post popular offers every week so they stay live.
Monitoring Insights & Analytics
Inside the dashboard click “Performance” to see how people interact with your listing.
- Search Impressions
How often your profile appeared in search results.
- Maps Impressions
Views inside Google Maps.
- Website Clicks
Number of visits driven to your site.
- Calls
Click‑to‑call taps from mobile devices.
- Directions Requests
Navigations started to your location.
- Photo Views
Compares your media reach against competitors.
- Top Queries
Search phrases customers used to find you.
Export the data monthly, spot trends, and adjust your strategy.
Messaging & Q&A
Direct communication turns curious browsers into customers.
Enabling Messaging
- 1)
Open your dashboard and select “Messages.”
- 2)
Turn on the feature and verify a phone number.
- 3)
Download the Google Business Profile app or enable desktop notifications.
- 4)
Set an auto‑reply so customers know you’ll respond soon.
*Google shows expected response times—aim for under 1 hour during business hours.
Managing the Q&A Section
Anyone can ask or answer questions.
Add your own pre‑emptive FAQs to control the narrative.
Turn on alerts and answer new questions quickly.
Common Pitfalls to Avoid
Steer clear of these common mistakes:
Adding extra keywords to the business name (spam).
Using a virtual office or P.O. Box as your address.
Ignoring negative reviews.
Posting blurry photos or stock images.
Letting hours become outdated, especially on holidays.
Keyword stuffing in descriptions or posts.
Having inconsistent NAP across directories.
Forgetting to verify new locations after a move.
Duplicating listings instead of transferring ownership.
Neglecting to mark temporary closures.
FAQs
Answers to common questions:
- Is Google Business Profile really free?
Yes. Google does not charge for listings or basic features; costs only arise if you run paid ads.
- Can I manage more than one location?
Yes. Use the same dashboard to switch between profiles. Bulk uploading is available for 10+ sites.
- What happens if I move?
Update the address in the dashboard; Google will often require a new verification postcard.
- How many photos should I add?
Aim for at least 10 images at launch, then one or two new photos every week.
- Does responding to reviews affect ranking?
Indirectly, yes. Active engagement signals quality and can improve local‑pack placement.
- I’m a home‑based service provider. Should I hide my address?
If customers do not visit you in person, choose “Service Area Business” and hide the street address to comply with guidelines.
Conclusion & Next Steps
Claim, verify, and keep your profile healthy with accurate information, fresh media, and thoughtful customer engagement. Block out one hour each week to check insights, post an update, and reply to reviews. Do that consistently and you will enjoy higher rankings, happier customers, and stronger revenue—without spending a cent on ads.
