Local searches account for nearly 46% of all Google searches—yet many businesses still overlook the potential of their Google Business Profile. For small business owners and digital marketers, this is a missed opportunity. With a well-optimised Google My Business listing, you can directly improve visibility, drive traffic, and increase conversions from local searches. Understanding how to optimise Google My Business for SEO is a game changer for any local strategy.
This guide explores how to optimise your Google Business Profile to boost local search rankings. You’ll learn the most effective steps to improve your profile, understand how local SEO works, and get a checklist you can apply right away. Whether you’re just getting started or refining your existing strategy, these tips will help you improve where it matters most: in front of local customers.
What is Google My Business?
Google My Business, now called Google Business Profile, is a free tool that helps businesses manage their presence on Google Search and Maps. It’s central to any local SEO strategy because it influences whether your business appears, and how it appears, in local search results. For those asking what the benefits of Google My Business for local SEO are: keep reading to find out!
The tool has evolved significantly since its introduction. Google My Business began as a way to simply list business information but has grown into a dynamic platform. Today, it allows businesses to post updates, respond to reviews, add photos, answer customer questions, and track engagement. Google has steadily increased its features, making it more than just a directory listing. It’s now an interactive profile that communicates your brand identity, offerings, and trustworthiness.
Google Business Profile integrates deeply with other parts of Google’s ecosystem. For example, users can make reservations, make calls, read FAQs, and get directions straight from your listing. These micro-interactions often happen before the user even visits your website.
When optimised, your profile can appear in local packs, Google Maps results, and the Knowledge Panel. These are all areas where users are looking for nearby solutions. As mobile search grows, so does the relevance of your Google Business Profile. More than half of global web traffic now comes from mobile devices, meaning most users will find your business through apps like Maps rather than a traditional web search.
For brick-and-mortar stores, service-area businesses, or professionals working locally, it’s a critical visibility asset. If you want to know how to rank higher on Google Maps, Google My Business optimisation is the first place to start.
Google Business Profile is central to local SEO. It connects your business to local searches and Google Maps and enhances mobile visibility.
Step-by-Step Guide to Optimising Your Google Business Profile
A well-optimised profile builds trust, improves discoverability, and signals quality to both Google and potential customers. Here are the steps to do it right. Each action you take not only shapes how your business appears in search results but also influences how users perceive your credibility and relevance. This section acts as a Google Business Profile optimisation guide.
Claim and Verify Your Business
Before making any updates, you must claim your business and verify ownership. This tells Google you’re a legitimate representative and unlocks access to editing features. Go to google.com/business, search for your business name, and follow the prompts. Verification usually involves receiving a code by mail, email, or phone. Skipping this step limits your ability to control how your listing appears. Without verification, you won’t be able to respond to reviews or manage key details.
Complete Every Section
Completeness is key to optimisation. Fill out all available fields:
- NAP: Ensure Name, Address, and Phone Number are accurate and consistent across all platforms.
- Business hours: Keep hours updated, especially during holidays.
- Categories: Select primary and secondary categories relevant to your services.
- Attributes: Add tags like “wheelchair accessible” or “free Wi-Fi” where applicable.
- Add a business description: Keep it concise but informative, and consider naturally incorporating keywords relevant to your services.
Google rewards thoroughness by ranking complete profiles higher. The more data you provide, the easier it is for customers to understand what you offer and for Google to match your profile to relevant searches.
Add High-Quality Photos and Videos
Listings with photos get 42% more requests for directions and 35% more click-throughs to websites. Use clear, high-resolution images showing your storefront, interior, staff, and products. Include short videos to boost engagement further. Update photos regularly to show current promotions, new products, or seasonal decor. Consistent updates signal activity and help keep your profile fresh.
Manage and Respond to Reviews
Reviews are among the most important Google My Business ranking factors in 2025. Encourage satisfied customers to leave positive reviews and always respond, whether the feedback is good or bad. Thanking customers builds trust. Responding to criticism shows professionalism and concern. Both contribute to better ranking and a stronger reputation. Keep your tone courteous and authentic; avoid copy and paste replies. Genuine engagement stands out and builds long-term customer loyalty.
Verify your listing, fill in every detail, upload quality visuals, and manage reviews to fully optimise your profile.
Key Ranking Factors for Google Business Profiles in 2025
Google uses a combination of factors to decide which businesses appear in local results. Understanding these ranking signals helps you prioritise your efforts. By aligning your profile with Google’s local algorithm, you improve your chances of showing up where it matters: on Maps, in the local pack, and in search results. These are the core steps to improve local SEO with GMB.
Relevance, Distance, and Prominence
These are Google’s three main local search criteria:
- Relevance: How well your profile matches a search. The more detailed and accurate your business information is, the better Google can match your listing to relevant queries.
- Distance: Proximity to the searcher. While you can’t control your physical location, ensuring your address is correct and consistently listed across platforms helps.
- Prominence: How well-known your business is, based on reviews, links, citations, and online presence. Businesses with strong branding, media coverage, or frequent mentions across the web typically perform better.
Optimising content, choosing accurate categories, and maintaining a solid online presence improves both relevance and prominence.
Regular Updates and Engagement
Active profiles rank better. Add posts, offers, and events, and respond to queries regularly. This shows Google (and your customers) that your business is active and reliable. Updating your business description, images, or product listings on a regular basis sends strong signals of activity and relevance. Even small updates like changing seasonal offers can keep your profile fresh.
Review Signals
Volume, freshness, and sentiment of reviews matter. A steady stream of positive, recent reviews with relevant keywords can significantly improve your local ranking. Encourage reviews through follow-up emails or signage in your physical location. Respond promptly and thoughtfully to each review. Doing so not only helps SEO but builds trust with potential customers.
Make sure to monitor third-party review platforms as well, as off-Google signals still influence your broader local SEO profile. The importance of reviews on Google My Business cannot be overstated; they are a cornerstone of local credibility.
Relevance, distance, and prominence (plus regular updates and strong reviews) are key to better local rankings.
Local SEO Strategies Using Google My Business
A well-managed Google Business Profile does more than just exist online: it works for you. From improving search visibility to helping you build trust and engagement, the way you manage your profile influences your local rankings. These strategies will help you get more out of Google My Business optimisation.
Use Keywords in Your Business Description
Your business description should be clear and informative and include location-specific and service-related keywords. But this isn’t about keyword stuffing. Instead, use natural phrases that a potential customer might actually search for. For example, instead of “best bakery,” use “artisan bakery in Brighton.” The goal is to align your description with relevant queries without sounding forced.
Leverage GMB Posts and Events
Google Business Profile lets you publish updates, offers, events, and blog posts. Treat this like a mini content channel. These posts appear directly on your profile and in some local search results, helping drive clicks and engagement. Regular updates also signal to Google that your business is active, which can boost visibility. Include timely promotions, behind-the-scenes content, or seasonal updates to keep your audience informed and engaged.
Utilise Categories and Services Smartly
Choosing the right primary category is crucial for relevance. It should accurately describe your main service or product. You can also add secondary categories to reflect other aspects of your business. Then, go deeper by listing services under each category. These help Google match your profile to a wider range of searches. For example, a yoga studio might list classes, private sessions, and retreats as distinct services.
Use keywords subtly, keep your profile active with posts, and ensure your categories and services are well-defined to improve local SEO performance.
Google My Business SEO Checklist
Use this checklist to make sure your Google Business Profile stays optimised for maximum visibility in local search results:
- Claim and verify your business via google.com/business to unlock editing and engagement features
- Ensure NAP consistency (Name, Address, Phone) across your website and all online listings
- Select accurate primary and secondary categories that best represent your services
- Add detailed services and attributes such as “women-led” or “pet-friendly” to increase search relevance
- Set and update business hours, including seasonal or holiday-specific changes
- Upload high-quality images of your storefront, interior, team, products, and services
- Add short videos (under 30 seconds) to showcase key offerings or behind-the-scenes views
- Write a keyword-optimised business description that naturally includes your location and niche
- Publish weekly posts about offers, events, blog content, or useful tips to keep your profile fresh
- Respond to Q&A entries by answering customer questions clearly and promptly
- Ask for reviews from satisfied customers through email, receipts, or in-person requests
- Reply to all reviews (positive and negative) with professionalism and relevant responses
- Make small, regular updates to signal activity and relevance to Google
- Monitor profile insights (clicks, calls, direction requests) and adapt your content accordingly
- Use local keywords thoughtfully across your profile, posts, and service descriptions
Start optimising your Google Business Profile today to dominate local search using our complete Google My Business SEO checklist and optimisation guide.
This checklist covers the most important updates and habits for strong Google My Business SEO.
Improve your local SEO with Google My Business
Google My Business for small businesses isn’t optional anymore, it’s a core part of competing locally. When optimised well, it boosts visibility, drives nearby traffic, and helps turn searchers into buyers.
Understanding the Google My Business ranking factors and applying them through consistent updates, smart use of keywords, and customer engagement will really help your business grow. A complete, well-maintained profile acts like a digital storefront, working 24/7 to attract local customers who are actively searching.
Businesses that regularly update their profile, respond to reviews and use features like posts and Q&A consistently perform better in local rankings. Local SEO is no longer just about being found, it’s about being chosen. And a great Google Business Profile helps make that happen.
Don’t wait until your competitors pull ahead, start reviewing your profile right away. Look for any gaps, fix incomplete sections, add new content, and set a reminder to revisit your profile weekly. The sooner you start, the sooner you’ll see the impact.
