Blog Post

Google My Business is your digital handshake with every local customer searching online. It’s not just a profile—it’s a live, search-ready representation of your business.

I’ve spent years helping businesses build high-performance GMB listings that aren’t just “claimed”—they’re competitive. In this guide, I’ll walk through exactly how I optimize a GMB profile step by step, using practical actions that actually move the needle.

Here’s what you can expect to learn:

• Why optimizing your Google Business Profile matters in 2025
  
• How to properly claim or create your listing
  
• What business info matters most to search engines and users
  
• How visuals and customer interaction increase profile visibility
  
• How to track performance with GMB Insights and make adjustments
  
• What pitfalls to avoid that could quietly tank your visibility
  

Start with the basics. If your business is already listed on Google Maps, claim it. If not, create it. Either way, verification is required—typically by postcard, phone, or email. It’s not glamorous, but it’s necessary.

Don’t skip this step. An unverified listing is the SEO version of leaving your front door open and wondering why customers aren’t coming in.

See also: What Is Local SEO?

I’ve seen businesses lose rankings simply because their phone number was outdated or their hours were missing. Complete the basics: business name, address, phone, website, hours of operation, and business category.

Consistency is key. Your NAP (Name, Address, Phone) must match across all listings online. If your info is scattered, your local SEO won’t stick.

Read more on: NAP Consistency

Don’t just stuff it with keywords. Use this space to describe what your business does, what makes it trustworthy, and what customers can expect.

I always include the primary service or product offering, city or area served, and one or two unique selling points. Keep it natural—this is not a place for marketing buzzwords or robotic phrasing.

GMB listings with photos get more clicks. That’s not opinion—it’s data. I upload clear, high-resolution images of the storefront, interior, team, and services.

Also, if your last image upload was during a lockdown, it’s time for a refresh. Google notices, and so do users.

A GMB profile without reviews looks like a restaurant with empty tables during lunch hour. I encourage satisfied customers to leave honest reviews and make it easy for them with a direct link.

Respond to every review. If someone takes the time to write it, take the time to reply. That includes the five-star raves and the occasional keyboard warrior.

Check this out: How to Get More Local Reviews

Posts help your profile look alive. I use them to share promotions, announcements, new services, or anything worth highlighting. Google rewards active listings—and customers trust them more.

One post per week is a good rhythm. More if you have updates, less if you don’t—but never let the feed go cold.

Learn more: How to Use GMB Posts

This section is open to the public, which means anyone can post a question—and anyone can answer it. That’s not always ideal.

I recommend proactively answering common questions before anyone asks. It keeps the information accurate and avoids surprises.

This is where the numbers live: searches, views, clicks, calls, and direction requests.

I use Insights to understand what’s working and where attention is needed. For instance, if photo views spike after new uploads, that tells me what resonates with users.

For deeper insight, refer to: How to Track Local SEO Performance

These are mistakes I see too often—and they’re easy to fix.

• Duplicate listings: Remove or merge them. Confusion never helps rankings.
  
• Outdated hours: This causes missed business and lost trust.
  
• Choosing the wrong business category: It’s not just a label—it affects where you show up.
  
• Ignoring spam reviews: Respond professionally. Silence implies you’re not paying attention.
  

Want to clean up a duplicate? Read this: Fix GMB Duplicates

• Check competitors’ GMB profiles. If they’re active, so should you be.
  
• Use posts with calls-to-action. Don’t just announce; invite engagement.
  
• Regularly update photos and remove outdated ones.
  
• Encourage customers to ask questions in the Q&A—and answer them publicly.
  
• Monitor how your category ranks versus others and adjust accordingly.
  

See also: Improve Your Google Map Pack Rankings

Does GMB help with local SEO?
Yes. It boosts map visibility, local trust signals, and drives traffic through search.

How long does it take to see results from GMB optimization?
It varies. I’ve seen improvements in two weeks and sometimes two months. It depends on the market, competition, and how optimized the listing was to begin with.

Should I use keywords in my GMB description?
Yes, but use them naturally. Your audience is human—and so is Google’s algorithm (mostly).

How often should I update my GMB profile?
Every month at a minimum. Weekly if you post updates or events.

Optimizing your Google My Business profile isn’t rocket science—but it does require attention and consistency. I’ve seen businesses double their traffic just by getting this right.

Treat your GMB listing like a storefront. Keep it clean, updated, and welcoming. That alone can set you ahead of many local competitors still treating their profile like a checkbox.

If you’re looking to build a stronger overall strategy beyond your GMB listing, I also recommend exploring how local ranking factors work and how local keyword research can further improve your visibility.

Need help? Reach out. I’ve worked on hundreds of local profiles—and I can tell you: the ones that win didn’t get there by luck.