Google Business Profile Optimization Checklist

Your Google Business Profile often serves as the first point of contact between your business and potential customers. It’s your fast-pass to the top of the local search results.

When properly optimized, your GBP enhances local SEO rankings, fosters customer trust, and encourages engagement.

Don’t forget about the growing importance of zero-click searches—where users find answers directly on the search results page—an optimized GBP can help you stand out without relying solely on your website.

And get this, you don’t even have to pay for it. It’s like Google handed you a free ticket to the SEO show, but you’ve got to do your part.

This checklist will guide you through optimizing your Google Business Profile and ensuring it remains a key asset in your local SEO strategy.

Step-by-Step Google Business Profile Optimization Checklist

Claim and Verify Your Google Business Profile

The first and most important step to take when optimizing your Google Business Profile is to ensure you’ve claimed and verified your listing. Somewhat of common sense, we know.

This step authenticates your business in Google’s eyes and gives you full control over the information displayed about your business.

If you haven’t done this, your profile is just floating around, unseen by Google and ignored by customers.

How to claim your business

Search for your business on Google and, if it appears in the search results, click the "Own this business?" link to begin the claiming process.

If your business does not appear, you’ll need to create a new listing by going to Google’s business management platform.

Verification process

Google offers several ways to verify your business, such as sending a postcard with a verification code to your physical address or verifying via phone or email.

This step is crucial, as an unverified profile will not appear in local searches or have access to all of Google’s features.

Once you’re verified, congratulations—you’ve just unlocked the door to all the cool features Google offers.

Spoiler: If you have a physical location, you are lucky! Having a physical location helps your GBP rank way faster and higher compared to a service base business.

Complete and Update Your Business Information

Once your business is claimed and verified, the next step is to complete your business profile by filling in all of the essential information.

Fill out your profile like it’s an application for a dream job. The more information Google has, the more legit you look to customers--*cough and search engines*.

Business name

Use the exact name of your business as it appears in the real world, such as on your storefront, business cards, or website.

Avoid adding keywords, location descriptors, or marketing taglines as part of your business name, as this can be flagged by Google and result in penalties.

Address

This one’s obvious, but you’d be surprised how many people get it wrong.

Ensure that your address is accurate and matches your other online listings, such as those on social media, your website, and online directories.

Inconsistent information can confuse both Google’s algorithm and your customers, potentially affecting your local search rankings.

Phone number

Use a local phone number rather than a toll-free number to build trust with customers and signal to Google that your business is truly local.

Ensure the number is active and that someone answers during business hours.

Business hours

Keeping your hours up-to-date is critical, especially during holidays or special occasions. You don’t want a customer rolling up at 9 PM thinking you're open because your profile is outdated.

Seriously, the more complete your info, the better Google understands your business, and that means you’ll rank higher. That’s what we’re after, right?

One more thing we want to emphasis is the consistent across all platforms for your NAP [Business Name, Address, Phone]. Whatever your Google Business Profile has, that is what needs to be in all other platforms.

Need help cleaning up and managing your local listings? Contact us here and let’s chat how Alterior Digital can help.

Select Primary and Secondary Categories

Google needs to know what your business is all about, and categories are how you tell it.  Categories help Google understand what your business does and how it matches with user search queries.

GBP Primary Category

This is your main thing, the bread and butter of your business. Choose the most accurate and relevant category for your business.

This primary category will be the most visible and will influence how Google positions your business in search results.

GBP Secondary Categories

Adding secondary categories can help broaden your business’s visibility, allowing it to appear in searches that relate to services or products you offer. Don’t overdo it, though.

By carefully selecting categories that represent your core services, you’ll ensure that your business shows up in the right search results, enhancing both visibility and relevancy.

Pro Tip: Make sure that your Google Business Profile and your website match. Meaning, if you offer a service on your website, make sure to add it to your GBP…and vice versa.

Add High-Quality Photos and Videos

Look, nobody’s going to engage with a profile that’s just walls of text. Visual content is essential for capturing attention and building trust with potential customers.

Google itself has reported that businesses with photos receive significantly more clicks and engagement than those without.

An optimized Google Business Profile should feature a variety of high-quality images and videos that represent your business in the best possible light.

Profile and cover photos

Your profile photo should be your logo. The cover photo? That’s your chance to shine—use something that screams “this business is legit.”

Additional photos

Regularly update your profile with photos of your products, services, team, storefront, and interior.

Google favors profiles that stay fresh with updated visual content. Don’t make it look like a ghost town.

Videos

A quick video tour or product demo? Gold. People love a behind-the-scenes look. Make them feel like they’re already there.

Photos and videos encourage users to spend more time on your profile, which sends positive signals to Google’s algorithm.

Write a Compelling Business Description

Your business description is a critical element of your Google Business Profile. This is where you tell people who you are and why they should choose you. Google allows up to 750 characters, so make every word count.

Focus on value

Highlight the unique selling points of your business. What sets you apart from competitors? Why should a customer choose your services or products over others? Don’t hold back; make it clear.

Keep it concise

While it’s important to provide enough detail, avoid overly wordy or keyword-stuffed descriptions.

Google values natural, readable text that provides useful information to users. Your potential customers aren’t bots—they’re real people.

Include a call-to-action

Encourage users to take the next step—whether it’s visiting your website, calling your business, or stopping by in person.

A well-written description not only informs potential customers but also helps your profile rank better in relevant search results by aligning with Google’s search algorithms.

Utilize Google Posts to Stay Active

Google Posts are like little updates you can add to your profile—think of them as social media posts, but better because they actually show up when people search for you.

Regularly posting relevant content is an effective way to keep your profile fresh and engaging while also boosting your SEO performance.

Spoiler: We leverage this a TON to achieve quick results for our clients.

Want to Rank Higher On Google?

Collect and Respond to Customer Reviews

Customer reviews are one of the most influential ranking factors in local SEO. Let us emphasize this a bit more. Reviews are CRUCIAL, so try your best to acquire a review from your clients.

Additionally, actively managing and responding to reviews—both positive and negative—demonstrates that you value customer feedback and are committed to delivering excellent service. Bad reviews? Handle them like a pro.

Encourage reviews

Don’t be shy—ask your happy customers to leave you a review. A simple request at checkout or a follow-up email can do wonders.

Learn about One Touch Google Reviews

Respond to reviews

Whether it’s a glowing five-star or a brutal one-star, respond to it. Acknowledging positive feedback shows appreciation, while addressing negative reviews gives you a chance to resolve issues and demonstrate great customer service.

Managing reviews not only boosts your credibility but also sends positive ranking signals to Google, making your business more likely to appear in local search results.

Optimize for Keywords

While stuffing keywords into your business name or description may get your profile flagged, strategically incorporating relevant keywords into your Google Business Profile can improve its ranking.

Keywords should be naturally embedded in your business description, posts, and services section. Be smart about where and how you use them.

Keyword placement

Use relevant search terms in your business description, product descriptions, and services offered.

Focus on keywords that align with what your customers would typically search for, such as specific products or services you provide. Make sure they fit naturally.

Pro Tip: Leverage your Google Search Console about as much as possible to see what need keywords are coming up that could help further drive more traffic.

Keep Your Profile Updated Regularly

Your Google Business Profile isn’t a "set it and forget it" tool. We say this because the majority of the clients we onboard have this issue.

If you want Google to keep recommending you, you’ve got to stay active. Update your profile regularly to show that you’re still in the game.

Make sure to have fresh content and regularly maintenance of your profile.

Enable Messaging and Booking Features

If you haven’t enabled messaging or booking yet, what are you waiting for? These features make it easier for customers to contact your business directly or schedule services.

Messaging

Enabling messaging on your profile allows customers to send inquiries directly, making communication fast and efficient. And for the love of all things business-related, respond quickly.

Booking services

If your business requires appointments or reservations, integrate a booking tool directly into your Google Business Profile. It’s convenient for your customers and gives them one less reason to look elsewhere.

When you make it easy for people to contact you, they’re more likely to do just that—and that’s good for your bottom line.

List Products and Services

Listing your products and services provides more opportunities for Google to rank your business in local searches.

Include detailed descriptions and pricing where applicable to help potential customers understand your offerings better.

This is another one we see often that Clients just either never do or they set and forget. Remember, your business is evolving and new products/services will be offer, make sure to add them to your categories and services.

“Alterior Digital manage our Google Business Profile”…we would love to do so; Rank Higher on Google.

Pre-Populate FAQs in the Q&A Section

Google’s Q&A feature allows customers to ask questions directly on your Google Business Profile. Be proactive—answer questions before customers even ask.

Preempt Common Questions

Think about the questions customers typically ask about your business—whether it’s regarding your services, pricing, or policies—and provide clear answers in the Q&A section. It saves everyone time.

Monitor Customer Generated Questions

Keep an eye on questions submitted by customers and respond quickly to provide accurate information. No one likes being left hanging.

Track Performance with Google Insights

Google Business Profile offers built-in analytics tools called "Insights," which provide data on how users interact with your profile.

Monitoring these analytics can help you fine-tune your optimization efforts and improve engagement.

What to track

Look at how many people are viewing your profile, clicking your website link, or asking for directions. The data doesn’t lie—use it to your advantage.

Adjust based on data

If something isn’t working, switch it up. Your strategy should always be evolving. Don’t forget to look at your GSC to make sure you know what people are searching you for as well.

Keeping Your Google Business Profile in Top Shape with Alterior Digital

Optimizing your Google Business Profile is an ongoing process that requires attention to detail and regular updates.

Our hope is by following this comprehensive checklist, you can ensure that your profile remains competitive and effective in driving traffic, engagement, and conversions.

We even provided some tips that we do for our Clients just so you can get started!

That said, keep in mind that Google’s algorithms and features are constantly evolving. Staying on top of these changes and continually optimizing your profile will help ensure that your business thrives in the competitive local market.

You want us to handle all the hassle for you, we get it, is a lot. Click here and start Ranking Higher On Google.