Key Takeaways

• Google My Business (GMB) is essential for improving local search visibility and attracting nearby customers.
• Accurate business information and location-specific keywords can significantly boost your profile’s performance.
• Regularly updating your profile with posts, photos, and offers keeps it active and engaging.
• Positive reviews and timely responses build trust and improve search rankings.
• Leveraging GMB insights helps you refine your local SEO strategy.

Your Google My Business profile is like your business’s online handshake—it’s often the first impression potential customers get. And let’s be honest, first impressions matter.

Here’s the thing: if your GMB profile isn’t optimized, you’re missing out on a huge opportunity to attract local customers. Whether you’re a cozy café, a thriving retail shop, or a local service provider, GMB can help you stand out in search results and drive foot traffic like never before.

In this blog, we’ll explore 10 expert tips to optimize your Google My Business profile. These strategies will help you dominate local search results, build trust, and grow your customer base. For additional strategies to improve your local SEO, check out our complete guide to local SEO strategies for small businesses to take your efforts even further.

1. Claim and Verify Your Profile

Let’s start with the basics. If you haven’t claimed and verified your Google My Business profile yet, you’re leaving money on the table, claim it and reap the rewards. 

Claiming your profile gives you complete control over your business information, ensuring accuracy and consistency across platforms. Verification, on the other hand, adds credibility and makes your profile eligible for local search results and Google Maps. Without this step, your profile may not even appear to potential customers.

To get started, head to Google My Business and sign in with your Google account. Search for your business name, claim the profile, and complete the verification process. Google offers multiple verification methods, including mail, phone, or email. Pro tip: Start the verification process early, as it can take a few days to complete.

2. Keep Your NAP Consistent

Consistency is key when it comes to your Name, Address, and Phone number (NAP). Inconsistent information across your GMB profile, website, and online directories can confuse customers and hurt your search rankings.

Double-check your NAP details on your GMB profile and ensure they match exactly across all platforms. Even small variations, like using “St.” instead of “Street,” can impact your local SEO performance. Tools like Moz Local can help you audit your NAP consistency and identify discrepancies that need fixing.

By maintaining consistent NAP information, you’re not only improving your SEO but also building trust with potential customers who rely on accurate details to contact or visit your business.

3. Write a Compelling Business Description

Your business description is more than just a few lines of text—it’s your opportunity to tell customers who you are and what makes you unique. Think of it as your elevator pitch, but tailored for local search.

Start by highlighting your unique selling points (USPs) and including location-specific keywords. For example, if you’re a family-owned bakery in Niagara, mention that in your description. Keep the tone friendly and engaging, and avoid keyword stuffing.

Here’s an example of a compelling description:
“Located in the heart of Niagara, our family-owned bakery has been delighting customers with freshly baked pastries and artisan bread since 1995. Stop by for a taste of tradition and a warm welcome!”

4. Add High-Quality Photos

Let’s be honest—photos can make or break your profile. A GMB profile with high-quality images is far more engaging than one without visuals. In fact, profiles with photos receive 42% more requests for directions and 35% more clicks to their website.

Add photos that showcase your business’s personality. Include shots of your storefront, interior, team, and products. If applicable, upload before-and-after photos of your work to demonstrate the value you provide. Make sure the images are well-lit, high-resolution, and represent your brand accurately.

5. Post Regular Updates

An active GMB profile is an attractive one. Regularly posting updates not only keeps your profile fresh but also signals to Google that your business is engaged and relevant.

Consider posting about new products, promotions, or events. Seasonal updates, holiday hours, and community involvement are also great topics for GMB posts. For example, a Niagara-based café might post weekly about its new menu items or upcoming live music nights.