Your Google Business Profile (GBP) is the most important free tool for local business marketing. It determines whether you appear in Google Maps, the local pack, and local search results. This guide covers every aspect of GBP optimization.
Getting Started
If you haven't claimed your Google Business Profile yet, go to business.google.com and follow the prompts to claim or create your listing. Verification typically takes 1-2 weeks via postcard.
Category Selection
Your primary category is the single most important ranking factor for your GBP. Choose the most specific category available that accurately describes your main business activity.
Category Tips
- Be specific - "Personal Injury Attorney" outranks "Attorney" for PI searches
- Add up to 10 secondary categories for other services
- Research what categories your top-ranking competitors use
- Don't add irrelevant categories - it can hurt rankings
Business Information
Complete every field in your profile with accurate, consistent information:
- Business name - your real business name (no keyword stuffing)
- Address - exact match with your website and all other listings
- Phone number - local number preferred over toll-free
- Website URL - link to your homepage or a dedicated landing page
- Hours - keep these accurate, including holiday hours
- Description - 750 characters to describe your business and services
Photos and Media
Google's data shows that businesses with 100+ photos receive 520% more calls than average. Upload photos consistently across these categories:
- Exterior photos (from multiple angles)
- Interior photos (showing atmosphere)
- Team photos (building personal connection)
- Product/service photos
- Before and after shots (if applicable)
Upload 2-3 new photos per week to keep your profile active.
Reviews Strategy
Reviews impact both your rankings and your conversion rate. For detailed strategies, see our review generation guide.
Key points:
- Ask every satisfied customer for a review
- Respond to all reviews within 24 hours
- Never buy fake reviews or incentivize reviews
- Address negative reviews professionally
Google Posts
Google Posts are mini-updates that appear on your profile. Post weekly to keep your profile active:
- What's New - business updates and announcements
- Offers - promotions and specials
- Events - upcoming events or classes
Services and Products
Add every service or product you offer with detailed descriptions. This helps Google match your business to relevant searches. Be thorough - the more specific your service listings, the more search queries you can appear for.
Q&A Section
The Q&A section of your GBP is often overlooked. Seed it with common questions and answers about your business. This provides helpful information to potential customers and gives Google more content to index.
Tracking Performance
Monitor your GBP Insights monthly to track:
- Search queries triggering your listing
- Customer actions (calls, directions, website clicks)
- Photo views vs. competitors
- Profile views over time
For location-specific tips, see our Dutchess County GBP guide or our broader local SEO guide.
Need professional GBP management? It's included in our Local Authority and Growth Engine plans. Get a free estimate to see which plan fits your business.
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