What if I told you there’s a simple, free way to boost your SEO and climb higher in search results?
Believe it or not, optimizing your Google Business Profile (GBP) is key—and if you’re not doing it, you’re missing out on potential revenue.
For agency owners and content managers, this isn’t just best practice—it’s essential. Let’s explore why your Google Business Profile matters, how to set it up and optimize it, and what pitfalls to avoid.
What Is a Google Business Profile?
Your Google Business Profile is a free tool that allows you to manage how your business appears across Google—specifically in Search and Maps. It’s essentially your business’s front porch on the internet, providing searchers with quick access to your address, hours, phone number, website, reviews, photos, and more.
Here’s why it matters: today’s consumers are impatient. They want to find a business, confirm it’s legit, and make a decision—all in a matter of seconds. A complete, up-to-date GBP gives them the confidence they need to take the next step, whether that’s visiting your site, calling your number, or walking through your doors.
And yes, it’s 100% free. No paid tools or fancy subscriptions required. That said, the return on investment for the time you put into it? Unlimited.
Why Should You Update Your Google Business Profile?
A static profile is a stale profile. If you haven’t touched yours in months—or worse, years—then it’s probably hurting your visibility more than helping it. Here’s why regular updates matter:
To Keep Company Info Current
Your business is evolving. Maybe you’ve expanded your services, changed your opening hours, or moved locations. These changes need to be reflected on your GBP so potential customers aren’t misled.
Outdated information can frustrate users and lead them to competitors who do have current, accurate details online. Keeping your profile updated with the latest info also builds trust with your audience—something we all know is priceless.
For SEO Purposes
Google rewards relevance. An active, regularly updated GBP sends positive signals to Google’s algorithm, improving your chances of appearing in the local three-pack (those top three listings that show up under the map).
From an SEO standpoint, this is low-hanging fruit. Google scrapes your GBP for keywords, location data, categories, and updates. Use it strategically. Embed relevant search terms naturally into your description, posts, and responses.
To Remain Competitive
Here’s the uncomfortable truth: if you’re not optimizing your Google Business Profile, your competitors probably are. That means they’re showing up ahead of you in search results, getting more clicks, and making stronger first impressions.
Keeping your profile active shows Google (and potential customers) that your business is alive, thriving, and ready to help. A dormant profile gives the opposite impression.
To Promote Offers
Have a seasonal promo, special event, or new service? Your GBP lets you showcase it via the “Posts” feature. It’s like a micro-blog that appears directly in your search listing. This is a powerful way to catch attention and drive conversions without relying on paid ads.
Posts expire after seven days, so regular posting keeps your business looking fresh and active. Use this space to announce new services, promote limited-time discounts, or even share a recent blog article.
To Showcase Authority & Build Trust
Reviews, responses, updated photos, and a filled-out Q&A section all contribute to your credibility. When your profile shows signs of real human management, customers are more likely to engage—and to trust you over competitors.
Are Google Business Profiles Relevant in AI?
In an increasingly AI-driven search world, GBP is more important than ever. Why?
AI tools like Google’s Search Generative Experience (SGE), voice assistants, and smart displays pull business information from Google’s ecosystem. That includes:
- Hours of operation,
- Directions,
- Contact information,
- Services offered, and
- Reviews and ratings.
If your GBP is incomplete or outdated, AI systems will have little to go on—or worse, may deliver inaccurate information to users. That’s not just a missed opportunity; it’s a liability.
Your GBP also helps your business become part of the AI’s “knowledge graph,” which boosts your chances of appearing in zero-click search results, voice queries, and rich snippets.
In short: optimization isn’t just about humans anymore. It’s about helping machines understand and trust your brand.
How to Set Up a Google Business Profile
Setting up a GBP is straightforward. Here’s the step-by-step I walk clients through:
- Sign into Google Business Profile Manager using your business Gmail account.
- Search for your business and claim it if it already exists. Otherwise, click “Add Business.”
- Enter your business name, category, and location. If you’re a service-based business, you can choose to hide your physical address.
- Add contact info and business hours.
- Verify your business. Google will prompt you to verify via email, phone, or postcard.
- Fill in every section—business description, services, photos, and FAQs.
- Enable messaging and bookings if applicable.
Even before you optimize, a fully filled-out profile gives your business more credibility and more visibility.
How to Edit and Optimize Your Google Business Profile
Now let’s talk about refining your GBP so it works for you.
Verify Contact & Hours Info
Start with the basics: phone number, address, and hours. Make sure they match what’s on your website and other listings. Consistency is critical for local SEO.
If your hours change seasonally (or for holidays), update them in advance. Nothing frustrates users more than showing up at a business that’s supposed to be open—but isn’t.
Update Business Description
Your business description should be customer-facing, keyword-aware, and value-packed. You have 750 characters—use them wisely. Focus on who you are, what you offer, and what sets you apart.
Revisit this description quarterly to make sure it still reflects your current offerings. (While writing this blog post, I even took the time to update my own!)
Add New Photos
Photos are huge for engagement. In fact, businesses with photos get 42% more requests for directions and 35% more click-throughs to their websites.
Add:
- Team headshots,
- Product images,
- Office or store photos,
- Behind-the-scenes snaps, and
- Before/after examples.
Make sure they’re high-quality and up to date.
Handle Reviews
Always respond to reviews—positive and negative. Thank satisfied clients and acknowledge any concerns from unhappy ones with professionalism and empathy.
A strong review strategy also encourages more customers to leave feedback, further strengthening your profile.
Review Customer Questions in Q&A
Check the Q&A section regularly. If people are asking the same thing over and over (“Do you offer X?”), consider adding that info to your description or services section.
You can also seed this section yourself by posting and answering frequently asked questions.
Post Updates About Your Business
Use the “Posts” feature to:
- Promote events or promos,
- Share a new blog post,
- Announce service changes or new hires, and
- Reintroduce your core values or mission.
Posts expire after seven days (with the exception of COVID or offer posts), so aim to post weekly or bi-weekly.
How Often Should You Update Your Google Business Profile?
Here’s the schedule I recommend:
- Weekly: Add new photos, post updates, respond to new reviews.
- Monthly: Audit your profile for accuracy (hours, contact info).
- Quarterly: Refresh your business description and review keyword opportunities.
- Seasonally: Add or update special offers, seasonal services, or holiday hours.
Consistency tells Google—and your audience—that you’re active, relevant, and engaged.
What to Avoid When Completing Google Business Profile Edits
Optimizing your GBP doesn’t mean stuffing it with keywords or turning it into a sales pitch. Here are some pitfalls to avoid:
- Not Answering Reviews: Even one unanswered negative review can damage your reputation. Don’t let praise or criticism go unnoticed. Every review is a touchpoint.
- Keeping Information Outdated: This is a silent killer. Don’t let old hours, expired offers, or outdated service listings sit there. Regular check-ins are non-negotiable.
- Keyword Stuffing: Avoid the temptation to overload your profile with keywords. Use them naturally and strategically. Google penalizes obvious spam tactics.
- Incomplete Categories: Selecting the wrong business category—or only one—limits your visibility. Choose a primary category and several relevant secondary ones.
- Generic Descriptions: Don’t just say, “We offer quality services at affordable prices.” Be specific. Mention your specialties, your audience, and your values.
Final Thoughts: Optimize Your Google Profile, Today!
If there’s one thing I’ve learned after working with countless brands, it’s this: people judge you before they really know you. Your Google Business Profile is often your first impression—and it matters.
By keeping it accurate, engaging, and active, you not only gain more visibility but build trust and credibility along the way.
Whether you’re a solopreneur or running a full-fledged agency, this small but mighty tool is one of the simplest ways to boost business. And if you need help crafting compelling updates or integrating this with your content strategy, I’m just a message away.
Here’s to boosting your business, one optimized profile at a time!