Google Business Profile Optimization for Local SEO: The Complete Expert Guide
Optimizing your Google Business Profile (GBP) can support your local SEO efforts and attract nearby customers. A complete, verified profile helps businesses rank in Google’s Local Pack and Maps, driving more calls, website visits, and in-person visits. Key steps include maintaining consistent NAP details (Name, Address, Phone), choosing the right categories and attributes, uploading high-quality photos, and actively managing reviews. Features like Google Posts, messaging, and bookings can further boost engagement and conversions. Regular audits, fresh content, and integration with your website ensure long-term visibility and trust with Google and potential customers.
Key Takeaways
Optimizing Google Business Profile boosts local visibility, calls, and in-store visits.
A verified, complete GBP is essential to rank in Google’s Local Pack.
Sapphire SEO Solutions focuses on expert-driven strategies like managing reviews, updating Google Posts, and uploading authentic photos to drive trust and conversions.
Regular audits of NAP, categories, and services ensure accuracy and higher rankings.
Previously known as Google My Business (GMB), Google Business Profile (GBP) is a free tool offered by Google that helps local businesses manage their online presence on Google’s platform. Optimizing your Google Business Profile is a great way to rank higher in the Google Maps and traditional search results, allowing potential customers to find you easily.
While many business owners think of GBP as a listing, it’s more than that. In the Local Pack, it’s one of the strongest factors that influences rankings. A Local Pack is the top three business listings that appear in local search results. Appearing here makes you visible to customers in your area, which can drive organic sales and even foot traffic if you have a physical presence.
At Sapphire SEO Solutions, through local SEO services, we’ve been helping local businesses stand out from their competitors by crafting content that converts and executing local SEO strategies to get their visibility up.
Although our SEO experts have written a detailed blog on “Attract More Visitors to Google Business Profile in 2025”, we felt the need to take it a step further by showing you how you can optimize your GBP for local SEO.
In this comprehensive guide, we will cover how you can greatly improve your visibility and drive real-world actions like calls, website visits, and direction requests. We will also go over enhancing engagements to improve conversions.
Sounds interesting, right? Let’s get started!
How to Build a Complete and Accurate GBP: Four Important Aspects
According to BrightLocal, 83% of consumers use Google to find local businesses. This makes it incredibly important to work on your Google Business Profile. A complete GBP gives out a great impression to potential customers. It’s also a critical ranking factor that tells Google that your business is legitimate and trustworthy.
Here are the four important elements of a GBP and how you can complete your Google Business Profile:
1. Claiming and Verifying Your Profile
Claiming and verifying your GBP is the first step to establishing your local online presence. Without doing this, you can’t manage your business listing on Google Search and Maps.
A 2025 Birdeye research report shows that 64% of businesses have a verified GBP, and verified Google My Business Profiles receive around 200 interactions per month. In fact, Google says that more customers (50%) are likely to purchase from a business with a complete profile. That’s a massive opportunity that 36% of businesses are forgoing.
When you verify your GBP, you’re confirming your connection to the physical business location. While the process of verifying can be tedious, it helps prevent spam and ensure the public is seeing accurate information.
How to Verify Your Google Business Profile
Depending on your business type, industry, and other factors, Google may offer a few different methods of verification. They may include the following:
Video verification: Considered to be the most common method of verification, a video verification involves recording a single, continuous video using your mobile device. The video should prove your business's physical existence and your authority to manage the profile. It should also show the following:
Your Location: Film the outside of your business, including street signs or nearby landmarks, to confirm the address.
Proof of Business: Walk inside and show branded equipment, merchandise, a company vehicle, or your physical workspace.
Proof of Management: Show yourself unlocking the front door, using the Point-of-Sale (POS) system, or accessing an employee-only area.
Phone or SMS: If Google allows verification by phone or SMS, you'll receive a verification code via an automated phone call or text message. Google will send the verification code to a registered phone number (not a personal phone number) that’s associated with your business account. Phone/SMS verification is quick, often taking less than a minute.
Email: For older, unclaimed listings, Google may require verification through email. The email address should match the one associated with the business's website domain. Google will send a code or verification link directly to your inbox.
Postcard by Mail: Considered to be uncommon these days, Google also provides verification through a physical postcard. It sends a unique code to your listed business address. When you receive the code, enter it into your GBP dashboard to complete the verification.
Common GBP Verification Mistakes to Avoid
While GBP verification is pretty straightforward, business owners can make mistakes. This can affect their listing and online visibility. Here are some of the most common mistakes when it comes to GBP verification:
Delaying verification: If you haven’t verified your GBP listing, you can’t make any edits, respond to reviews, or post updates. This can adversely impact your local SEO strategy. And potential customers see incorrect information on your profile, which can be suggested by other users.
Creating duplicate listings: Before creating a GBP, always search for your business name on Google. Sometimes, the platform automatically creates one. If a profile already exists, creating a new one can cause confusion for both Google and customers. Duplicate listings can result in a permanent suspension of both profiles.
Editing during verification: Once a verification method is initiated (especially with a postcard), do not edit your business name, address, or category. Doing so will invalidate the current verification process. It can also force you to start over, prolonging the wait.
2. NAP and Core Business Info
NAP is an important part of a local SEO strategy, and it stands for Name, Address, and Phone Number. When your NAP is consistent across different platforms, it sends a strong signal to search engines.
When a customer searches for a local business on Google, the search engine scrambles to get the most reliable data. It cross-checks the key information with the NAP across different directories and platforms before providing the information to the user. If the data doesn’t match, it can affect your business’s legitimacy.
3 Simple Steps to Set Your NAP Right
Here’s how you can get your NAP right:
Use your legal business name: Your business name on your GBP should be your official, registered name. Do not add keywords to your NAP, as keyword stuffing can lead to profile suspension. This can be devastating to your local visibility.
Standardize your address: Your business’s physical address on GBP should be identical to the one on your website, Yelp, Facebook, and every other online directory. Make sure to have a standard format and stick with that whenever you post your NAP across different directories.
Choose a local phone number: Always use a local phone number with your area code. Avoid using a toll-free number (e.g., an 800 number) as your primary contact, as it doesn’t help to confirm your location.
Besides NAP data, you need to provide all the details that Google and your customers expect. This may include the following:
Website: Always link to your website. This reinforces legitimacy and gives customers a deeper look into your services, products, and brand story.
Business hours: Customers rely on accurate business hours to decide whether to visit. In addition to posting regular hours, make sure to set specific holiday hours for every major holiday. Google displays this information when customers search for your business during a holiday. will look for it. A 2024 SOCi Consumer Behavior Index states that if a business is closed, 47% of consumers would look for an alternative business. This highlights the importance of having up-to-date business hours.
Attributes: These are specific tags that describe what your business offers (e.g., "wheelchair accessible," "women-owned," "free Wi-Fi," "curbside pickup"). They are important to focus on because they match your business to specific searches. For example, if you are running a coffee shop and have “wi-fi” mentioned in your GBP, local customers searching for "coffee shop with free Wi-Fi" will be able to see your business.
Why Is NAP Consistency Important?
Consistent NAP across different platforms acts as a trust signal. When Google and potential customers see the same NAP across every platform, it builds confidence. It affects a business’s ranking in local searches. Plus, it helps search engines avoid confusion if there are other businesses in the same location.
There are many different online tools you can use to determine whether your NAP is consistent across different platforms. They may include tools from BrightLocal or Moz.
You can even conduct a manual audit (this can be time-consuming) by searching for your business name on platforms like Yelp, Facebook, and local directories. Make sure to check and ensure all the details are correct. Regular NAP audits should be part of your local SEO strategy.
3. Strategic Category and Attribute Selection
When setting up your GBP, the primary category is an important consideration. It is a critical ranking signal for local SEO, telling Google what your business is. This influences what search queries your profile can appear for.
If you select the wrong category, it can severely hamper your visibility regardless of how well you optimize the rest of your GBP.
Why Categories Are a Top Local Ranking Factor
Google filters and matches users’ intent with relevant businesses when someone searches for nearby businesses. The primary business category tells Google what the business is about, helping the search engine recommend it to the right users.
If you are running a dental clinic, and you've selected "Dentist" as your primary category, Google knows that you are a relevant result for anyone searching for a nearby dentist.
An incorrect category, such as “Health Services,” will affect your clinic’s visibility for the services you offer. This can cause your competitors to secure the top spot and attract more clients.
While distance is a critical factor (distance refers to proximity), getting the category right is super important, as it ensures that your business appears for the right search queries.
3 Steps to Choosing the Right Categories
Here’s how you can choose the right categories:
Start with your primary category: This is the most important business category, as the primary business category defines your main service or product. For example, a pizza shop should choose "Pizza Restaurant” as a primary category.
Research competitors: Check what your top-ranking competitors are using. If they are using a different business category, there may be a strategic reason, and it's worth investigating. This also helps you discover new and effective relevant categories you may not have considered.
Add secondary categories: You can add as many secondary categories after selecting your primary category. This helps incorporate a range of keywords your profile can rank for. But make sure these categories are relevant to your business. For example, a "Pizza Restaurant" might also add "Italian Restaurant," "Catering Service," and "Delivery Restaurant" as secondary categories. This ensures that your business or GBP also appears for broader searches like "Italian food."
Select the Right Attributes to Show What Your Business Offers
Juggling between categories and attributes may have caused serious confusion here. So, what’s the difference between the two?
While categories define what your business is, attributes describe what it offers. Attributes are a great way to provide additional, filterable information. It gives businesses an edge in local search.
Here are the different types of attributes that you should focus on:
Service attributes: Indicate services like "online appointments," "curbside pickup," or "free Wi-Fi."
Accessibility attributes: Include important details like "wheelchair-accessible entrance" or "accessible seating."
Business highlights: These can be powerful. For example, "women-owned," "Black-owned," or "veteran-owned."
Common Category and Attribute Mistakes to Avoid
The following are the top three most common mistakes business owners make when it comes to choosing categories and attributes:
Being too vague: Choosing a broad category like "Retail Store" when "Shoe Store" is a more specific and accurate fit. This will impact your ability to rank for high-intent searches.
Choosing misaligned categories: Never select a category that does not apply to your business. This is considered as spam and may lead to profile suspension. Plus, it will only attract unqualified traffic.
Ignoring attributes: Failing to select all applicable attributes is a missed opportunity. This is a free, simple way to make your business more discoverable to customers with specific needs or preferences.
Review your business’s categories and attributes twice a year. Reviewing is also important when you add a new service or product. This strategy ensures that your profile maintains strong search rankings in your specific location.
4. Business Description, Services, and Products
Potential customers looking for more information about your business can find it in the description, services, and products section of your GBP.
While they don’t directly impact search rankings, they are important for improving visibility and driving user engagement. This section can also influence AI-generated summaries that are now becoming the next big thing in Google Search Results.
Let’s look at each of these elements in a bit more detail.
The Business Description
To let potential customers know what you do, you need to get your business description right. It acts as real estate space, advertising your business and its unique selling point (USP).
Google provides up to 750 characters to describe more about your business. While you can’t promote products here, this space is for creating a concise, keyword-rich narrative that explains your business's USP.
The keywords that you use can trigger “justifications” in the Local Pack and Maps results. For example, if a user searches for "emergency plumber," your description might appear as a snippet of text under your listing. This powerful visual signal dramatically increases your click-through rate (CTR) for free!
When writing a business description, start with your primary service and location. For example, "We are a family-owned dental clinic in Phoenix, AZ, specializing in root canals, teeth restorations, and oral surgeries.”
In your business description, incorporate a few relevant keywords naturally, such as “tooth extraction” or “oral consultation”. Your business summary should be easy to read and offer clear information, enabling Google and potential customers to learn more about your offerings.
Listing Your Services and Products
The services and products section is where you’ll mention every product or service you offer. This is where you can provide a granular, itemized list.
For every service or product, provide a short, descriptive summary followed by an estimated price range. If you’re running a plumbing business, you may want to include services like "Toilet Repair," "Water Heater Installation," and "Sewer Line Inspection."
When it comes to products, list all of your products. A restaurant should list a full menu in the Products section.
The services and products section provides Google with the information to generate AI summaries. When a user searches for a specific product, Google's AI can now pull directly from your GBP to show that you offer that specific item. This reduces friction and answers the user’s question before they even have the chance to visit your site.
Avoiding Common Service and Product Listing Mistakes
When listing your services and products, don’t do the following:
Skipping these sections: One of the most common mistakes is leaving these sections blank. By doing so, you're missing a key opportunity to provide valuable information to customers. It also tells Google that your profile is complete, hurting your Local Map Pack ranking.
URL or promotional stuffing: The description is not a place for URLs or overly promotional language. Google’s guidelines are strict. Failure to adhere can lead to a profile suspension.
Inconsistency: Just like your NAP, your services and products should be consistent with what's on your website. This reinforces your business's authority while providing a seamless user experience.
A great rule of thumb when it comes to reviewing and updating your description, services, and products is every six months. You also need to review and update these sections whenever your offerings change. This is a great way to attract and convert high-intent customers.
Optimizing Google Business Profile for Greater Conversions
Business owners shouldn’t just stop at setting up and completing their Google Business Profiles. They also need to optimize their GBP to stand out in a crowded market.
Here are the different elements that you should optimize:
Media Optimization (Photos & Videos)
High-quality visuals attract customers and build trust before they even visit. Uploading photos and videos is a powerful ranking factor. In fact, Search Engine Land states that businesses with more than 100 images on their GBP get:
520% more calls
2,700% more direction requests
1,065% more website clicks
Why Are Photos and Videos Important for Your GBP?
Here are a few reasons why you should consider uploading photos and videos to your GBP:
They drive engagements and clicks while influencing dwell time (the time a user spends on your profile).
Team photos and professional videos build trust, reassuring customers that they’re dealing with real people. This quality information reduces the risk a customer perceives when choosing a new business.
Adding photos and videos helps you stand out in search results, especially when it comes to Google’s Local Pack and Maps.
How to Add Photos and Videos the Right Way
Want to add pictures but aren’t sure how to go about it? The following are some of the best practices you should follow:
Variety is key: Don't just upload one type of photo. Your GBP should include a diverse range of high-quality images, including the following:
Logo and cover photo: These are your brand identifiers. The logo appears on your profile, and the cover photo is the main visual at the top of your listing.
Exterior and interior: Show the outside of your building to make it easy for customers to find you. Show the inside to give them a feel for the atmosphere and cleanliness of your space.
Products and "At Work" shots: If you sell products, photograph them professionally. If you offer services, take "at work" photos of your team providing those services.
Team photos: Put a face to your brand by uploading team photos. These images can make users feel that you’re a trustworthy business with a friendly staff.
Use High-quality, branded content: Stock photos are a big no-no. They make your brand feel generic. They can also harm your credibility. Make sure to use a high-quality camera to take photos that showcase your business.
Geo-tagging and EXIF data: Before uploading photos to your GBP, you can use a tool to embed EXIF data into the image’s metadata. This refers to your business's latitude and longitude coordinates. It reinforces your physical location. For businesses with multiple locations, EXIF data helps Google distinguish one GBP from the other.
Refresh regularly: Make a habit of adding photos regularly. This tells Google that your profile is active and well-managed.
Common GBP Photos and Videos Mistakes
Want to have the best GBP? Avoid the following mistakes when it comes to adding pictures and videos:
Using low-resolution or stock images can signal a lack of effort and make your business look unprofessional.
Neglecting captions, as keyword-rich captions make it easy for Google to understand the image content.
Ignoring user-generated content, as poor-quality images that are not flagged for removal, can negatively impact your business.
Reviews and Reputation Management
98% of customers read reviews before making a purchase. This statistic highlights the importance of reviews. In fact, they act as social proof, and according to Google, they are an important local search ranking factor.
Let’s go over why reviews are so valued in the eyes of search engines and users.
Why Reviews Are So Crucial
Review and reputation management are crucial for your business for several reasons. They include the following:
Google is more likely to recommend a business with back-to-back positive reviews.
Positive reviews act as a direct recommendation from other consumers, which can convince new customers to buy from your business.
Positive reviews with relevant keywords appear as "justifications" in the Local Pack. This can boost your visibility for those specific searches.
To learn more about why reviews are crucial, make sure to read our blog on “The Role of Online Reviews in Local SEO Rankings”. Here, we go over the importance of review and reputation management and how you should respond to positive and negative reviews.
How to Build a Winning Review Strategy
Want to know how to generate and manage feedback? Here are some of the best practices:
Train your staff to politely ask for reviews.
Make it easy to provide reviews. Include a link to your GBP in a follow-up email.
Whether it's positive or negative reviews, you must respond within 24-48 hours. This sends a good message to potential customers.
Seed the Q&A section by asking and answering common questions about your business. This provides an opportunity to answer common queries before customers even have to call, resulting in more efficient customer actions.
Common Review and Reputation Management Mistakes to Avoid
A strong review strategy is critical to increasing your review velocity (the speed at which you acquire new reviews) and review recency (how recently your reviews were posted). For a strong review strategy, don’t make the following mistakes:
Ignoring reviews tells Google and potential customers that you just don’t care. This can seriously hamper the reputation and rankings you’ve garnered.
Buying fake reviews might seem tempting, but they can lead to your profile getting suspended. Google has the tools to detect and remove fake reviews.
Canned responses are better than no response, but make sure to take the time to write a unique response for every feedback left by your customer. This is a great way to make your business feel more authentic.
Google Posts for Fresh Engagement
Another fantastic feature that you can use on your Google Business Profile is Google Posts. Also referred to as Posts on Google, these are posts that appear directly in your knowledge panel on Google Search and Maps. Business owners can use this feature to share updates, showcase new products, promote events, and highlight business offers.
There are many elements of GBP that are critical to your online visibility, and Google Posts are one of them. Here’s why:
They increase visibility and justifications: When a user searches for your business, your latest post appears in your knowledge panel. This fresh content catches the eye and can even trigger "justifications", which are snippets of text that appear below your business name. This gives users a reason to click on your profile.
They drive high-intent actions: Posts come with built-in Call-to-Action (CTA) buttons like "Learn more," "Order online," or "Call now." This can drive valuable customer actions.
They improve local SEO: While posts aren't a direct ranking factor, they are a strong behavioral signal. Google rewards profiles that users engage with. The more clicks, calls, and visits you get from your posts, the more favorably Google's algorithm may view your profile. This is a great way to improve your overall visibility.
How to Create an Effective Posting Strategy
Business owners need a clear action plan to maximize the benefits of Google Posts. Here’s what you should do:
Post Weekly: Aim to post regularly, ideally once per week. This ensures fresh content on your profile all the time.
Vary Your Post Types: Google offers several post formats to choose from. Publishing different types of posts can keep your GBP interesting. They may include the following posts:
What's New
Business offers
Event
Product
Use High-quality visuals: Every post should include a high-quality image or video. This will grab the attention of the users.
Craft a clear call-to-action: Don't forget to use the CTA button. If you're promoting a new service, use "Learn more" and link to the relevant page on your website.
Common Google Post Mistakes to Avoid
Many business owners make the following Google Post mistakes, adversely impacting their GBP:
Inconsistent posting: Posting once and then abandoning the effort is a wasted opportunity.
Overly promotional content: Your posts should be valuable, not just a sales pitch. Focus on providing helpful information or beneficial business offers for customers. Not monitoring metrics: Track your action plan to see if it's working. Use the "Insights" section of your GBP dashboard to monitor key metrics like post CTR (Click-Through Rate) and the number of actions from posts. You can use this data to refine your strategy and learn more about your audience.
Leveraging GBP Messaging and Bookings
To reduce friction and increase direct conversions, make sure to leverage your GBP for messaging and bookings. Enabling these features lets you transform your profile from a static directory entry into an interactive tool. This can drive valuable customer actions like inquiries and appointments.
How Messaging Works
The messaging feature allows customers to send customer messages to your business directly from your GBP. This is a great feature for mobile users, especially those who prefer to text rather than make calls. It provides a direct line of communication, allowing you to answer questions, provide quotes, or offer support.
To enable messaging on your GBP, head over to your GBP business dashboard and turn on the messaging feature. If done correctly, a "Chat" button will appear on your profile.
An important thing to remember is to respond to customer messages quickly. Google tracks your response time and response rate. A slow response can lead to a negative user experience. It may even cause Google to hide the chat feature.
How Bookings Work
For service-based businesses like salons and spas, the booking feature is a fantastic way to remove communication barriers. The reservation button allows customers to book appointments or make reservations directly from your GBP.
To turn on the booking feature, connect your GBP to a supported scheduling provider, such as Square, Mindbody, or OpenTable. With this integration, you can provide real-time information about your business's availability and services on Google Search and Maps.
The bookings you receive are directly tracked in your GBP business dashboard. This makes it easy to track and measure your SEO ROI.
Common Messaging and Booking Feature Mistakes
Some of the most common messaging and booking feature mistakes include the following:
Ignoring inquiries: A non-responsive messaging service is worse than no service at all. It signals that your business is inattentive and can lead to a loss of trust.
Slow response times: Customers who use the messaging feature are looking for quick answers. If they have to wait too long, they'll simply move on to a competitor.
Not integrating with a booking provider: If your business is in an industry that relies on appointments, not enabling the reservation button means you are forgoing valuable, high-intent traffic. You're missing out on a huge opportunity to generate more calls and bookings.
Expert-Level GBP Tactics for a Competitive Edge and Maximum Visibility
If your competitors are using basic tactics when it comes to Google Business Profile optimization for local SEO, it can be difficult to outrank them in the Local Map Pack. You need to focus on expert-level GBP tactics, which include the following:
Behavioral and Engagement Signals
When it comes to local search, the simple truth is that Google wants to show people businesses they'll actually visit or use.
Beyond the static information you provide, a critical factor is how users interact with your profile. These are known as behavioral and engagement signals, and they are one of the most powerful indicators to Google's algorithm that your business is legitimate, popular, and helpful.
Behavioral signals like clicks, calls, and direction requests are often cited as a significant ranking factor for both the Local Pack and organic local results. Simply put, an engaged profile is a profile that Google wants to show to rank higher.
Focus on the Signals that Matter
Every time a user interacts with your GBP, they're sending a positive signal to Google. They are a reflection of your business's popularity and relevance in the real world. The following are some of the signals that you should focus on:
Clicks to your website
Phone calls
Direction requests
Dwell time
How to Drive More Engagement
To increase visibility from behavioral signals, make your profile so compelling that users can't help but interact with it. Keep it engaging by:
Using compelling visuals and CTAs
Managing reviews and Q&A
Posting regularly
Key Metrics to Track
To understand the impact of your efforts, you must measure your success. The most important metrics for tracking engagement are:
Clicks to your website, calls, and direction requests
Customer actions
Search queries
Common Behavioral and Engagement Signal Mistakes to Avoid
Passive profile management is one of the biggest errors business owners can make. They may include:
Ignoring reviews
Stagnant content
Incomplete information
Local Justifications in SERPs
We’ve been talking about justifications, but haven’t really discussed what they are. Local justifications are short, bolded snippets of text that appear below your business name in the Local Pack and local finder. They act as a direct "justification" for why Google has chosen to show your listing. These snippets are a direct result of your optimization efforts.
Local justifications can help you stand out, especially for discovery searches. For example, if a user searches for "plumbing services," a justification that says "Provides: Emergency pipe repair" immediately tells them you're a perfect match. Seeing that, a user is more likely to click on your profile than your competitors’.
So, why focus on local justifications? Because they can:
Boost trust and CTR: Justifications add a layer of social proof in the search results. They validate your business's offerings, making users click on your listing, even if you are not the top-ranked result.
Influence AI-generated summaries: When Google creates AI summaries, it uses justifications to know more about your business before generating detailed summaries. If you provide specific information, you're bound to have better AI responses.
Aid in branded and discovery searches: You may know that local justifications can appear for branded searches, but did you know that they are also great for discovery searches and other relevant searches? Yes, that's right!
How to Trigger Justifications
You need a cohesive strategy to trigger justifications. Here are some tips and tricks to get you started:
Optimize your services and products: Ensure that you keep the services and products section up-to-date, as Google takes the "Provides" and "Sold Here" justifications from there. Provide a brief description instead of a single word. Here's an example: instead of "Plumbing," use "Sewer line repair."
Encourage keyword-rich reviews: Customer feedback is super important, as Google takes the "Mentioned in reviews" justification from there. Reviews with the names of the products or services can help your business get highlighted.
Use Google Posts Strategically: Google Posts can help trigger justifications. Make sure to use relevant keywords when posting about a product or an event. This ensures that your post snippet appears in a user's search results.
Common Local Justification Mistakes
Content that triggers local justifications is super important. Unfortunately, most business owners neglect this. If you haven't done any of the following, you're missing out on local justifications in the SERPs:
Filled out your services list
Asked for feedback in reviews
Posted content regularly
Integrating GBP with On-Site Local SEO
For maximum local search visibility, make sure your GBP is in sync with your website. We're talking about integrating the two here. This ensures a consistent experience for both users and search engines while boosting authority.
Let’s look at this in a bit more detail.
Why Integration is a Must
Your GBP content should match the content on your website. This is one of the best practices of integrating the two, and it signals E-E-A-T. What do we mean by that? Simply put, this integration builds trust with Google, telling the search engine that you're legit.
With a fully integrated GBP and website, your business is more likely to appear at the top of the Local Pack. Why? Because Google believes that your information is trustworthy.
How to Integrate Your Website and GBP
Want to know how to connect your website with GBP? Follow the steps below:
Embed your GBP map and reviews onto your contact page for easy directions. You can also embed reviews on your site for social proof.
Add LocalBusiness schema markup on your website to provide search engines with detailed information about your business.
Include the sameAs property in your LocalBusiness schema to link your GBP URL. This tells Google, "This is our official Google Business Profile.”
Common GBP Website Integration Mistakes
When it comes to GBP and website integration, treating your GBP as a standalone tool is one of the most common mistakes. Without a fully optimized website, your GBP will never reach its true potential, even if you properly optimize it.
Managing Multiple GBPs at Scale
If managing a single Google Business Profile (GBP) can be tiring, think about the effort you need to put into managing multiple profiles. In such situations, data consistency and brand integrity across all profiles are crucial.
Why Is It Challenging to Manage Multiple GBPs?
Data drift is a major problem when it comes to managing many businesses. Multiple GBPs may increase the risk of incorrect business information. This can confuse customers and Google, resulting in lower rankings and a poor user experience.
Expert Tactics for Centralized Management
To manage multiple profiles, you need a strategy. Here are some tips to help you out:
Use bulk verification instead of individual verification.
Use the business profile API to manage and update multiple listings.
Use third-party tools to manage all of your GBP listings from a single dashboard.
Common Centralized Management Mistakes
Here are two of the most common mistakes business owners make when they have multiple GBPs to maintain:
Duplicate listings: Google gets confused by duplicate listings, causing the search engine to split authority. This can cause all of your profiles to underperform. Make sure to regularly audit all GBPs and make the necessary changes.
Outdated information: When you don't have Standard Operating Procedures (SOPs) for updating business information, it increases the risk of inconsistent listings.
Local Service Ads (LSAs) and GBP Synergy
For service-area businesses, Local Service Ads (LSAs - these are different from Google Ads) can help secure a top ad spot in the SERPs. This puts it above the Local Pack. LSAs should be part of your GMP listing, as that is where it draws most of the information from.
Why Your GBP Fuels Your LSAs
GBP and LSA go hand-in-hand. Here’s why:
Trust and verification: If you want to run LSAs, you need to have a verified GMB listing. After verification, you will receive a Google Screened badge. This builds trust in potential customers.
Data feeds: LSA draws key information about your business from your GBP.
Reviews are shared: LSAs show your star rating and review count. Google pulls these from your GMB listing. High-quality reviews can make your LSA more trustworthy and appealing.
How to Achieve Synergy Between LSAs and GBP
Before running any LSAs, follow the steps below to link the LSA with your GBP:
Fully optimize your GBP for the best results.
Actively manage reviews so give LSAs a nice boost.
Link the two accounts to synchronize business information and review data.
Track metrics like lead volume, click-through rate, and cost per lead to monitor your LSA performance.
Don’t forget to read our blog on “Why small businesses should invest in SEO before ads” to understand the importance of search engine optimization and LSAs.
Measurement and Continuous Improvement of Your GBP Is Important!
GBP Insights is an important tool for your business. Here’s what you need to know about it:
What Is GBP Insights?
GBP Insights, now referred to as Business Profile Performance, can help you understand how customers find and interact with your business. You can use it as a guide to figure out if your local SEO efforts are working.
Key Metrics to Monitor
While there are many metrics that you can track and monitor, here are some of the most important ones:
How customers find you: This shows how many people found your profile and what search queries they used. The following are three important categories:
Direct searches
Discovery searches
Branded searches
Customer actions: This is where you measure real-world results, and they represent a direct conversion. Google tracks three types of customer actions, including the following:
Website clicks
Phone calls
Direction requests
Photo and video views: These metrics show how many times your photos and videos were viewed in comparison to your competitors.
Common Google Insights Mistakes to Avoid
Many business owners make the following mistakes when assessing and evaluating data:
Only looking at impressions
Ignoring the search breakdown
Not using the data to refine their SEO strategy
Combining Data from GSC, Rank Tracking, and Call Analytics
Don’t just rely on GBP Insights. Use data from multiple tools before making an informed decision.
How the Data Connects
To get the full picture of your local search visibility, you should use the following:
Google Search Console (GSC) to learn more about the keywords users are typing into Google to find your website and your GBP listing
Top SEO tools like Semrush to monitor your position in the search results for specific keywords.
UTM parameters to your website address (link) in your GBP to see how much traffic and which conversions came from your profile
Relying on GBP Insights for data is the biggest mistake you can make. While GBP Insights are valuable, they don't show you what happens after a user clicks on your website or how your rankings compare to your competitors.
Work with Sapphire SEO Solutions to Optimize Your GBP and Drive More Traffic!
Continuous optimization and management of your GBP is crucial for gaining an edge over your competitors. At Sapphire SEO Solutions, we have helped local businesses gain more online visibility by properly optimizing and managing their Google Business Profiles.
If you’re looking to optimize your Google Business Profile, make sure to contact us and schedule a free consultation with a knowledgeable local SEO expert. Fill out our online contact form, and we will get back to you as soon as possible!
Frequently Asked Questions - Google Business Profile Optimization for Local SEO
How Do I Optimize My Google My Business Profile for Local SEO?
The following are the six steps that you should follow to optimize your GBP:
Complete your profile
Verify your GBP
Add accurate NAP
Select the right categories
Upload photos
Get more reviews
Are 46% of Google Searches Local?
Yes. According to BrightLocal, 46% of Google searches have local intent. This statistic highlights the importance of local SEO and GBP optimization for better online visibility.
Does Having a Google Business Profile Help with SEO?
Yes. A fully optimized GBP can:
Boost local rankings
Drive more clicks
Improve trust with customers
How Do I Rank Number 1 on Google My Business?
You need to follow the six steps of optimizing your GBP, which include:
Complete your profile
Verify your GBP
Add accurate NAP
Select the right categories
Upload photos
Get more reviews
Also, don't forget to use expert-level strategies for GBP optimization.
How Do I Add SEO Keywords to My Google Business Profile?
You can include relevant keywords in your:
Business description
Services
Products
Reviews
Google Posts