Google Business Profile Optimization Tips

Glen Pfaucht
3 days ago
5 min read

When is the last time you looked at your your Google Business Profile? Have you even set one up? If this is an afterthought, your customers will treat your business the same way.

You know that little info box that pops up when someone searches your name or worse, when they search “your service + near me” and don’t see you? That’s your Google Business Profile, and it’s way more powerful than most business owners give it credit for. Let's talk about some important Google Business Profile optimization tips.

Why Your Google Business Profile Is So Important

It’s your first impression on Google of who you are. Think of it like a digital handshake. It’s the thing people judge before they click your website, pick up the phone, or hop in the car.

You might have claimed your profile five years ago and added a logo, awesome, but Google doesn’t care what you did five years ago. It cares about what’s accurate, fresh, and active, from month to month. If you're not keeping it updated and intentionally engaging with it, you're missing free traffic, plain and simple.

The Things That Matter

Here’s what separates the businesses that show up and get clicks, from the ones that don’t even get seen:

1. Name, Address, and Phone (NAP) Consistency

It sounds obvious, but it's important. If your Google listing says “123 W Main Street” and your website says “123 West Main St.,” Google notices. And it gets confused. Confused Google = lower rankings. Consistency tells search engines you’re legit.

2. Primary Category Selection

Choosing your category isn’t like picking from a drop-down menu just to get it over with. It’s one of the strongest ranking signals. So be specific. If you're a criminal lawyer, don’t just pick “lawyer.” If you're a pediatric dentist, don’t settle for “dentist.” Find the right one, even if it means scrolling a little further.

3. Service Area or Physical Address?

If you serve clients at their home (plumber, mobile dog groomer, real estate agent), you can hide your address and set a service area. But if you have a storefront or office, keep your address visible. Think about how your customers find you and make your listing match that.

4. Photos That Show You Exist

Yes, add a logo. Yes, upload your storefront. But then go further:

Show your team
Show your workspace
Show your products
Show your vibe

People buy from people, not logos. Google also likes fresh images, it sees them as a signal you're active and engaged.

Posting on Google: It’s Not Social Media, But It Kinda Wants To Be

You can post updates, offers, and events right on your Google profile. Most businesses don’t bother, which makes it an easy win for you.

Think of it like a mini billboard:

Weekly specials
Seasonal hours
Customer photos
Quick “Did you know we also offer…” tips

Keep it short, punchy, and don’t overthink it. You’re not trying to go viral but just stay visible.

Reviews: The Currency of Credibility

Yeah, everyone wants a 5.0 average but there’s more to it than that. Google reads the content of the reviews, not just the ratings. Keywords like “roof repair in Valencia” or “window washing in Santa Clarita” give your listing context. It’s like SEO inside your reviews.

And believe it or not, people don’t just look at the average, they scan for more. Things like:

Recency - are these from this year or from 2019?
Volume - do you have 5 reviews or 500?
Variety - do reviews mention different services/products?
Owner responses - do you seem like a real person or a robot?

Getting More Reviews

Asking for reviews doesn’t have to feel awkward or spammy. But you do have to ask.

Here’s how to do it naturally:

1. Ask in Person - Right After a Positive Moment

Just wrapped up a successful appointment? Delivered an order? Handed someone the keys to their dream home?

Say: “Hey, if you had a good experience, a quick Google review would really help us out. I can text you the link if that’s easier.”

2. Use a Short Link

Nobody is typing in a 3-line URL. Use your custom review link or a free URL shortener like Bitly. You can find your Google review link by searching your business, clicking “Write a Review,” and copying that URL. Then clean it up.

3. Text or Email Follow-Ups (But Not Like a Robot)

Follow up once, maybe twice max. But any more than that and it starts to feel like spam. And make it feel personal.

For example: “Hey [Name], just wanted to say thanks again for coming in last week. If you’ve got 30 seconds, we’d love a quick review here: [link]”

No need to beg or bribe someone, if they loved your service or product they would usually be happy to write something. All they need is just a little nudge.

Handling Bad Reviews

Not everyone’s gonna love you. and that’s okay. But how you respond can change the impact of that negative review.

A rule of thumb:

Stay calm (even if they’re clearly unreasonable).
Apologize only for the experience and not for something you didn’t do.
Offer a solution or a way to talk offline.
Show professionalism, because others are reading this review too.

Remember, you’re not writing for the angry customer, you’re writing for the 100s of people who will read your response before deciding whether to click “Call.”

Don’t Just Set It and Forget It

Your Google Business Profile isn’t a business card. It’s more like a garden. If you tend it, it grows. If you ignore it, it gets buried.

So:

Update hours for holidays
Respond to every review (yes, even the good ones!)
Post weekly if you can
Add new photos monthly
Check insights to see how people are finding you

It takes 10 minutes a week. That’s less time than you spend scrolling Instagram.

Final Thoughts: Google Business Profile Optimization Tips

If you're reading this and thinking, “I should really fix my Google profile,” good. That means you're paying attention. And the attention that you give to your Google profile will catch the attention of Google to help your SEO. And if you're thinking, “I don’t have time to do this every week,” that's fair too. But don’t let that be the reason your business gets buried under your competitors.

We help local businesses get noticed right where people are searching.

So if you ever want help optimizing your profile, setting up automated review requests, or just getting more attention online without losing your mind we’ve got your back.

Open World Digital can make your business the one people find first.