Your Google My Business profile is like your business's first impression, except it happens before people even walk through your door. And just like first impressions, you don't get a second chance to make a good one.
The crazy thing is, most businesses treat their GMB profile like that gym membership they never use – they set it up once and then completely forget about it. Meanwhile, their competitors are actively working on theirs and stealing customers.
Don't be that business. Let's fix your profile so it actually works for you.
Step 1: Claim Your Territory (Verification)
If you haven't claimed your Google My Business listing yet, stop everything you're doing and go claim it right now. Seriously, I'll wait.
Back? Good. Getting verified gives you control over how your business appears when people search for you. Without it, you're basically letting Google guess what your business is about. And Google, bless its algorithmic heart, isn't great at guessing.
Step 2: Fill Out Everything (Yes, Everything)
Here's where most people get lazy. They fill out the obvious stuff and call it a day. But Google rewards businesses that go the extra mile, not the ones that do the bare minimum.
Complete these sections like your business depends on it:
- Business name (use your actual business name, not "Best Plumber in Denver!!!")
- Address and service areas (be specific about where you actually serve)
- Phone number (one that you actually answer)
- Website URL (make sure it works - if you need a professional website that converts, check out our website design services)
- Business hours (including holiday hours, because people will call on Christmas)
- Business category (pick the most accurate one, not the one with the most searches)
- Business description (tell people what you do in plain English)
- Services offered (list everything you want to be found for)
Step 3: Photos That Don't Make People Cringe
Your photos are doing more heavy lifting than you realize. They're often the first thing people see when they find your business, and they can make or break someone's decision to contact you.
Here's what you need:
- A professional logo (not something you made in Microsoft Paint in 2003)
- Exterior photos of your location (so people can actually find you)
- Interior shots (clean, well-lit, inviting)
- Team photos (people like doing business with humans, not faceless corporations)
- Photos of your work or products (show off what you're proud of)
Update your photos regularly. Nobody wants to see your Christmas decorations in July.
Want to see a real-world example? Read our Gutter Services Google My Business case study to see how a local business transformed their online presence.
Step 4: Reviews: Your Digital Reputation
Reviews are like the modern version of word-of-mouth, except now everyone can see them. They're also a major ranking factor, so you can't afford to ignore them.
Here's your review strategy:
- Ask happy customers for reviews (don't be shy about it)
- Make it easy with direct links to your review page
- Respond to every review – good, bad, and ugly
- Thank people for positive reviews (gratitude goes a long way)
- Address negative reviews professionally (resist the urge to get defensive)
Pro tip: A business with a 4.8-star rating and 50 reviews looks more trustworthy than one with 5 stars and 3 reviews. Perfect ratings make people suspicious.
Step 5: Posts (Your Mini Marketing Campaign)
Google My Business posts are like having a mini social media platform right in your search results. Use them to:
- Share business updates and news
- Promote special offers (everyone loves a good deal)
- Announce new services
- Show behind-the-scenes content
The key is consistency. Don't post 5 times in one week and then disappear for two months.
Step 6: Monitor Your Performance
Google My Business Insights is like having a spy in Google's headquarters. It tells you:
- What people are searching for to find you
- How customers are interacting with your listing
- Which photos get the most views
- When people are most likely to contact you
Use this data to improve your profile and understand your customers better.
The Reality Check
Look, optimizing your Google My Business profile isn't a "set it and forget it" kind of thing. It requires ongoing attention and maintenance. But here's the thing – it's one of the most cost-effective ways to get found by local customers.
Want to take your visibility to the next level? Pair your optimized GMB profile with targeted Google Ads campaigns to dominate both organic and paid search results. This one-two punch ensures you're capturing customers at every stage of their search journey.
If you're feeling overwhelmed by all this (and honestly, who has time to become a GMB expert on top of running a business?), our local SEO services include full Google My Business optimization and management. We handle the day-to-day maintenance so you can focus on serving customers instead of serving Google's algorithm.
The bottom line: Your Google My Business profile is often the first thing potential customers see about your business. Make sure it makes a good impression.