Your Google Business Profile is the closest thing a local business has to a front door on Google. It feeds Maps, local results and, based on independent tests, the listings that AI assistants draw on. Fixing it is free, and most profiles we see still have easy gaps. Think of Google Business Profile optimization as basic housekeeping that pays off every month.
Below are ten fixes, all based on Google’s own help documentation. Do them in order and you’ll cover most of what’s in your control. Each step of Google Business Profile optimization below is free to do.
How does Google decide who ranks locally?
Google says local results are based mainly on three things: relevance (how well your profile matches the search), distance (how far you are from the searcher) and prominence (how well known you are, including links, review count and ratings). Google also states there’s no way to pay for a better local ranking. Our fixes target all three. You can read the details in Google’s local ranking guide.
It also matters for AI. Google’s AI features documentation recommends keeping Business Profile information current, and in a small independent test, ChatGPT’s local picks mostly came from Google’s local listings. A clean profile helps in both places.
10 fixes for Google Business Profile optimization
1. Verify the profile
Unverified profiles are less likely to appear. Complete verification before anything else.
2. Use your real business name
Google’s guidelines say to use the name customers know from your signage and stationery. Don’t add taglines, phone numbers, locations or keywords. Keyword-stuffed names break the guidelines and put the profile at risk.
3. Choose one specific primary category
Pick the fewest categories that describe your core business and make them as specific as possible, for example “Orthodontist” rather than just “Doctor”. Categories describe what you are, not what you sell.
4. Use an accurate address, or hide it if you travel to customers
Use a real, precise address. P.O. boxes and virtual offices aren’t eligible. If you serve customers at their location, hide the address and set a service area instead.
5. Keep hours correct, including special hours
Wrong hours cost you walk-ins and trust. Add special hours for festivals and holidays well ahead of time.
6. Fill in attributes and services
Add the attributes that apply, such as parking, Wi-Fi or accessibility, plus your services. This helps relevance and answers questions before anyone has to call.
7. Upload real photos and videos
Show the exterior, interior, team and work. Google lists photos and videos as a recommended way to improve your profile. Skip stock images.
8. Ask for reviews the right way
Share your Google review link or QR code with customers after a job. Never offer a discount or gift in exchange for a review. Google calls that strictly prohibited and treats it as fake content.
9. Reply to reviews like a person
Keep replies short, polite and specific. Use the reviewer’s name, avoid copy-paste thank-yous, and don’t use replies to push offers. For complaints, apologise where fair and move the detail to phone or email. See Google’s review guidance.
10. Make the profile and the website agree
The link on your profile should go to the most relevant page, and the name, address, phone and hours there should match the profile exactly. Also note that profile descriptions can’t contain links, promotions or prices.
How often should you revisit it?
Once a month is enough for most small businesses. Check hours, photos, new reviews needing replies and any suggested edits. Set a reminder so it doesn’t slip.
Regular Google Business Profile optimization takes about an hour a month once the basics are done. If you’d rather hand this off, our local SEO service includes a full profile clean-up. You can also send us your profile link for a quick review.
Frequently Asked Questions
Can I pay Google to rank higher on Maps?
Google states there’s no way to request or pay for a better local ranking in organic results. You can run Google Ads separately, but that’s advertising, not a Business Profile ranking boost.
How many categories should I add?
Fewer, more specific ones. Google recommends the fewest categories that describe your core business. Add secondary categories only if they describe what you really are.
Why did my profile get suspended?
Common causes include keyword-stuffed names, ineligible addresses such as virtual offices, and policy violations in content. Review the guidelines, fix the issue and submit a reinstatement request through Google.
Is it OK to ask every customer for a review?
Yes, asking is fine, and Google encourages sharing a review link or QR code. What isn’t allowed is offering rewards for reviews or changing or removing negative ones in exchange for something.
Does a Business Profile matter if I have a good website?
Yes. For local searches the profile often appears before your website, and Google’s own ranking factors for local results refer to the profile directly. They work together.