How to Optimize Google Business Profile for Your Company

Your Google Business Profile is often the first impression people get of your business. It’s free, essential and can boost your local visibility — but only if it’s properly managed.

As the content manager for Zoe Marketing & Communications, I’ve seen firsthand how GBP impacts online presence. Since 2020, we’ve been building our digital footprint, too, learning the ins and outs of verification, reviews and optimization.

Here, I’ll give six key ways to improve your Google Business Profile so you can enhance your digital reputation today.

What a Google Business Profile is

GBP is your hyper-local online storefront. It appears when people Google your business and includes contact details, hours, services, reviews and updates. It looks like this:

It also puts you on Google Maps and the Local Pack — the top three businesses shown for local searches:

To qualify, your business must have a physical location or serve customers in person. Fully virtual businesses aren’t eligible.

6 ways to optimize your Google Business Profile

1. Claim your Google Business Profile

If you haven’t claimed your GBP, follow these steps:

• Sign in with a Google account linked to your business.
• Search your business name. If it exists, click “Own this business?” to claim it. If not, create one at Google Business Profile.
• Request access if the business is already claimed.

2. Enter and update your business details

Accurate, consistent details improve trust and SEO. Start by going here:

Ensure these match your website and other listings:

• Business name: Keep it consistent across platforms.
• Business type: Select whether you’re an online retailer, local store or service-based business.
• Category: Choose the best match for your business.
• Phone + website: Make it easy for customers to reach you.
• Location + service areas: Add your physical address or up to 20 service areas within a two-hour drive.

3. Verify your business

Google requires verification to confirm your business is legitimate.

Depending on your business type, Google may require video verification, a phone call, text or email.

Pro tip: If verification issues arise, fill out a GBP Help form. Case in point: When Zoe moved to a new office, my videos wouldn’t upload. I filled out the form, connected with an agent and fixed the problem.

4. Enhance your profile for visibility

Optimized profiles perform better. Strengthen yours by:

• Adding services that accurately reflect your business.
• Updating hours (including special holiday hours).
• Linking social media profiles.
• Enabling messaging (default is “on”) and setting an auto-reply.
• Writing a business description (750 characters max). Keep it friendly, informative and free of salesy language.
• Uploading high-quality images (avoid stock photos; use square logos).

5. Collect and respond to reviews

Reviews build credibility. Businesses with five or more reviews can get twice as many customers. Encourage satisfied customers to leave reviews using Google’s shareable link.

Example email request

• Subject: Your Opinion Matters to Us!
• Body: Thank you for choosing [Business Name]! We’d love your honest feedback on Google. It takes just a minute, and reviews over 100 words help other customers make informed choices.

Note that Google requires real user reviews, so customers may need a Google or Gmail account. A business account keeps it separate from their personal one.

Example review responses

Respond professionally to all reviews:

• Positive review: “Thank you! We’re thrilled you had a great experience.”
• Negative review: “We’re sorry to hear this. Please contact us at [email] so we can make things right.”

6. Post updates and maintain your profile

Check and update your GBP quarterly to keep it fresh. Use the “Add update” feature to highlight offers, events or announcements.

Next steps for improving your Google Business Profile

Your GBP is a powerful local SEO tool that shapes your online reputation. By following these six steps, you’ll improve visibility, trust and engagement.

Need expert help? Talk to us. Zoe’s marketing team can audit your GBP and enhance your SEO strategy.

Want to optimize your website, too? Check out these articles:

• Common SEO mistakes and solutions
• Local SEO strategies for businesses