Google Business Profile Optimization
Ensuring your Google Business Profile (formerly Google My Business) is complete and accurate is one of the most important steps for local SEO. A well-optimized listing improves visibility, builds trust with potential customers, and helps drive traffic to your business. Keeping it updated regularly ensures you’re maximizing its potential.
Here’s a checklist of weekly and monthly tasks to keep your profile working for you:
Initial Profile Review
- Ensure NAP (Name, Address, Phone Number) consistency across all online platforms (website, social media, directories, etc.).
- Select relevant business categories that accurately describe your services.
- Add applicable attributes (e.g., “women-owned,” “free Wi-Fi,” “curbside pickup”).
- Use the product editor to highlight key offerings (if applicable).
- For restaurants or service-based businesses, update the menu or service offerings regularly.
- Create a list of Frequently Asked Questions (FAQs) to proactively answer customer inquiries.
- Review and implement local business schema for better search visibility (more technical but highly beneficial).
Competitive Audit
- Identify competitors or aspirational businesses in your industry.
- Review their websites, social media, and Google Business Profiles.
- Are they using GMB categories that you are not?
- Are they including keywords in their profile that you aren’t using?
- What’s their posting frequency across platforms?
- What kind of content are they sharing?
- What keywords or phrases do they seem to be ranking for?
Monthly Maintenance
- Update hours of operation (including holiday hours or special closures).
- Respond to customer questions & answers.
- Respond to reviews (both positive and negative).
- Ask and answer a question on your GMB profile (using your pre-prepared FAQs).
- Plan a content calendar for weekly updates.
- Encourage customer reviews via email, website, or social media.
- Review Google Analytics & Insights to track performance.
Weekly Updates
- Add a photo or video update (e.g., new products, behind-the-scenes, promotions, customer testimonials).
- Post updates about offers, events, or new services.
- Use keywords in descriptions to improve search visibility.
- Add UTM parameters to track link clicks via Google Analytics.
By consistently optimizing your Google Business Profile, you’ll improve search visibility, attract more customers, and stay ahead of the competition—all without relying on paid ads.
