How to Use Google Business Profile for Local SEO

Imagine someone in your neighborhood needs a new coffee shop, a good mechanic, or a plumber. What’s the first thing they do? They probably grab their phone and search on Google. When they do, a map appears with a few Google Business Profile listings right at the top of the search results. This special box is called the “local pack,” and it’s where you want your business to be.

The key to getting into that local pack is a powerful, free tool from Google: Google Business Profile (formerly Google My Business). Think of it as your business’s front door on Google Search and Google Maps. When you set it up correctly, you tell Google everything it needs to know to show your Google Business Profile to the right people at the right time.

Let’s walk through how you can use Google Business Profile to become a local search hero.

Build Your Profile, Step by Step

First things first: you need a profile. It’s a simple process, but you must do it with care. Every detail matters for your local SEO.

• Claim and Verify Your Business: This is the most important step. Go to the Google Business Profile website and either claim an existing listing or create a new one. Google will ask you to verify you are the Google Business Profile. They might send a postcard to your physical address with a special code, or they might offer other options like a phone call or email. Don’t skip this step! It proves to Google you are a real business, and without it, you can’t manage your profile.
• Fill Out Everything: Don’t leave any section blank. A complete profile gives Google more information to work with. Put in your exact business name, address, and phone number (this is called NAP – Name, Address, Phone Number). Make sure this information is exactly the same everywhere you list your Google Business Profile online, like on your website, Yelp, or social media. Inconsistent information confuses Google and can hurt your ranking.
• Choose the Right Category: Google asks you to select a primary category for your Google Business Profile, and you can add secondary ones. Be specific! If you run a coffee shop, choose “Coffee Shop” instead of just “Restaurant.” If you also sell pastries, add “Bakery” as a secondary category. This helps Google understand what you do and show you for the right searches.
• Write a Great Description: You have a small space to tell people about your Google Business Profile. Use this space wisely. Talk about what makes you special. Do you use fresh, local ingredients? Do you offer quick, reliable service? Use keywords people might search for, but make it sound natural and easy to read. You have 750 characters, so use them to tell your story.

Use Photos to Tell Your Story

A picture is worth a thousand words, and on Google Business Profile, it’s worth a lot of clicks. People are more likely to engage with a listing that has good photos.

• Showcase Your Business: Add high-quality photos and videos that show off your Google Business Profile. Take pictures of your storefront, your team, your products, and your work. For a restaurant, show off your best dishes. For a salon, show off your amazing hairstyles.
• Upload the Right Kinds of Photos: Make sure to upload a logo and a cover photo. The cover photo is the big picture at the top of your profile, so make it a great one. You can also add photos of your interior and exterior, a team photo, and photos of your work.
• Keep It Fresh: Keep adding new photos regularly. It shows Google that you are active and your Google Business Profile is thriving. You can also use videos to give people a quick tour or a behind-the-scenes look.

Engage with Your Community

Your Google Business Profile is not just a static page; it’s a way to talk to your customers. Engaging with people on your profile makes your Google Business Profile look more reliable and builds trust.

• Get More Reviews: Reviews are one of the most important things for local SEO. They tell Google and other people that your Google Business Profile is popular and trustworthy. Ask happy customers to leave a review. You can create a short, easy-to-share link from your profile dashboard to send to customers via email or text.
• Respond to Every Review: Whether a review is positive or negative, you need to respond. Thank people for their positive feedback. For negative reviews, respond professionally and calmly. Show you care about your customers and are willing to fix a problem. This shows future customers that you handle tough situations well.
• Answer Questions: People can ask questions on your profile. Pay attention and answer them promptly. This helps other people who might have the same questions and shows that you are responsive. You can even “seed” this section by asking and answering some of your own frequently asked questions.

The Power of Posts and Updates

Google Business Profile has a feature called “Posts,” which works like a mini-blog or social media feed right on your listing. You can use it to share updates, news, and special offers.

• Promote Sales and Events: If you have a special promotion, a sale, or an upcoming event, create a post about it. It makes your listing more dynamic and gives people a reason to visit your Google Business Profile.
• Share What’s New: Did you get a new product? Are your hours changing for a holiday? Post an update to keep everyone in the loop. This keeps your profile fresh and relevant.
• Use Keywords: Just like in your description, you can use keywords in your posts. For example, a bakery might post about “freshly baked gluten-free cupcakes” to attract people looking for that specific item.

By keeping your Google Business Profile updated and engaging with your customers, you are telling Google you are an active, helpful business in the community. Google rewards that kind of effort by showing your business more often to people who are searching for what you offer, right in your local area.