Google Business Profile — formerly known as Google My Business — is arguably the single most important free tool for local businesses. When someone searches for a service or business in their area, Google displays a map pack with three local results, and those results are pulled directly from Google Business Profile listings. If your profile is not claimed, verified, and optimized, you are invisible in local search.
Claim and Verify Your Profile
If you have not already, go to business.google.com and claim your business listing. Google will verify that you are the legitimate owner, usually by sending a postcard with a verification code to your business address. This step is non-negotiable — until your profile is verified, you cannot manage the information that appears when people search for you.
Complete Every Section
Google rewards complete profiles with better rankings. Fill out every available field: business name, address, phone number, website, hours of operation, business category, service areas, and a detailed business description. Add attributes that are relevant to your business — whether you offer free WiFi, are wheelchair accessible, are veteran-owned, or offer free estimates. Each piece of information helps Google match your business to relevant searches.
Photos Make a Difference
Businesses with photos receive 42% more requests for directions and 35% more clicks to their website than those without. Upload high-quality photos of your storefront, interior, team, products, and completed work. Add new photos regularly — Google favors active profiles, and fresh imagery shows potential customers that your business is current and thriving.
Posts and Updates
Google Business Profile includes a posting feature that lets you share updates, promotions, events, and offers directly on your listing. These posts appear in your profile when someone searches for your business and can include images, text, and call-to-action buttons. Posting weekly keeps your profile active and gives searchers more reasons to choose you over competitors.
Reviews Are the Engine
Reviews are the most influential factor in local search rankings after basic profile completeness. Actively ask satisfied customers to leave reviews, and respond to every review — positive and negative. Your response rate and the recency of your reviews both impact your visibility. A steady stream of fresh, positive reviews signals to both Google and potential customers that your business delivers quality.