Last updated: 23 April, 2025 | Estimated reading time: 11 min read
A lot of small businesses are working hard to boost their online visibility, and many feel like they’ve already checked all the boxes. But there’s one powerful—and often overlooked—tool that could take your online presence to the next level: Google My Business.
So, let’s talk about why it matters and how optimizing your Google Business Profile SEO can seriously level up your local SEO game.
What is Google My Business?
Have you ever wondered how some local businesses seem to pop up immediately when you search for them on Google? Or how certain shops display their open hours, reviews, and photos right on the search results page? That’s Google My Business at work.
Google My Business—now called Google Business Profile—is a free tool developed by Google that allows its users to control how their businesses appear in Google’s Search and Maps. You can think of it as a digital storefront of your business in today’s busy online market.
When potential customers search for your business name or the services and products you offer, your GMB will show them exactly what they need. So, you’d want to optimize your GMP and make sure that you’re highlighting your business’ strengths to set it apart from your competitors.
What are the things you should show for GMB
Your Google My Business profile acts as your business’s mini online catalog. It gives potential customers a quick snapshot of what you offer, what makes you stand out, and how you can meet their needs. The clearer and more inviting it is, the more likely people are to choose you.
To help you make the most of it, here are a few key things you’ll want to highlight on your GMB profile:
Your business name, exact location, and operating hours
Make sure all your key information is accurate and easy to understand. You definitely don’t want someone showing up at your business only to find the doors closed because your hours were wrong. We’ve all been there; going to a grocery store or bar to find it closed. How frustrating—that’s an easy way to lose trust and a potential long-term client!
High-quality photos of your storefront, interior, products, or team
First impressions last, so you want potential customers to get a homey and welcoming vibe just by looking at your store’s photos. These photos can make someone feel like they already know what to expect—and that’s a big deal when they’re choosing between you and a competitor.
Authentic customer reviews
One of the best ways to build trust with potential customers is by highlighting reviews from past customers who have availed your services. When they see real stories about how happy others were with your service, it gives them confidence in what you offer. It also gives them a peek at how you treat your customers, which might just be the nudge they need to give your business a try.
You can also reply to reviews, which helps make your business feel more personal and approachable. It shows that you’re listening, you care about feedback, and you’re open to connecting with your customers.
Another perk? You can repurpose these reviews and place them on your website as well. This is an easy way to boost your website’s credibility by reusing what you already have!
Detailed lists of your services or products you offer
Make sure that you list out all the services or products you offer in a specific and detailed way. The more specific you are, the easier it is for potential customers to understand what exactly you offer.
For example, if you’re offering legal services, don’t just say, “attorney for hire”—include things like “family law services” or “business law services”. This not only helps people narrow down the options when they are searching online, but also sets clear expectations when they go and visit your business.
Speaking of which, I wrote a blog exactly about this topic, too: local SEO for law firms!
Direct links to your website’s booking systems
One thing many businesses overlook is how easy—or difficult—it is for customers to actually book their services. If the process isn’t clear or convenient, you risk losing people before they even get started.
That’s why it’s so important to make the next step effortless. By adding direct links to your website or booking system, you’re removing unnecessary hassle. No more digging around or clicking through multiple pages—customers can simply click, book an appointment, or place an order in seconds.
The easier you make it, the more likely they are to follow through.
Frequently asked questions with your helpful responses
Another thing you want to include in your GMB is an FAQ section (rather, use the Questions and Answers feature) that answers the common questions about your business. Things like “Do you offer walk-ins?” or “Is there parking available?” help set expectations and save everyone time. Plus, it gives potential customers a satisfying experience with your site, showing them that you care about their concerns.
If no one has used the Q&A section yet for you to build out this section, you can pose the questions yourself—no problem with that!
Of course, there’s a lot more you can do with how to use Google My Business for SEO—but these basics are a great place to start. They’re simple, effective, and can make a strong first impression on potential customers who find you online.
How does Google My Business affect local SEO and visibility?
If you’re wondering how Google My Business (GMB) actually impacts your visibility—let me tell you, it’s not just another marketing add-on. Local SEO and Google My Business are more connected than you think!
When I launched my petsitting site, Paris Petsitter, I had one thing in mind: build it with SEO in mind from the jump. With that approach, I set up Google My Business at the same time as the site. The result? I got two leads within 48 hours: one directly from my GMB profile and the other from my site. But they were both SEO-driven leads. Learn more about my local SEO & website launch for Paris Petsitter on my portfolio page.
And are you a pet sitter yourself looking to boost your local SEO results? Then this blog post about SEO for pet sitters is for you.
So, what’s local SEO? It’s all about helping your business show up when people in your area search for things like “lawyers near me” or “mental health therapists nearby.” Those kinds of searches happen all the time, and if you’re a small business, you definitely want to be showing up in them.
That’s exactly where Google My Business optimization comes in—it helps you get noticed by the right people, right when they’re looking for what you offer.
Google uses three factors to determine local search rankings which is more known as the “local search trifecta”.
- Relevance: How well your business matches what someone is searching for;
- Distance: How close your location is to the user who is searching or the area they’re searching in;
- Prominence: How well-known or established is your business.
With a well-optimized Google My Business profile, you’re setting yourself up to meet all three of Google’s key local search ranking factors: relevance, distance, and prominence. That means your business is more likely to show up when someone nearby is searching for exactly what you offer.
Plus, the more you check these things, the higher your chances your business will appear in the “Local Pack” or sometimes called “Map Pack”. These are the 3-4 business listings that appear below the map in search results. Being featured in the Local Pack is really helpful in increasing your website’s traffic.
A study shows that 86% of consumers use Google Maps to find local businesses, and the businesses displayed in the Local Pack get approximately 42% of all clicks on the search results page.
Simply put, having a strong GMB profile and Google Maps SEO for small businesses gives you a much better chance of showing up when people are searching online. And with more visibility comes more possible customers and clients!
Easy but effective tips to optimize your Google My Business
Just having a Google My Business listing is a great start—but if you really want it to work its magic for your SEO, you’ve got to optimize it to the fullest. The good news? It’s not complicated and the payoff can make a huge difference in your business.
Fill out every section completely
Google favors businesses that offer complete and accurate information. So, you’d want to make sure that your NAP (name, address, phone number), services, and other vital information about your business are all updated.
Use the right business categories
When setting up your GMB profile, you’ll be asked to pick a primary category—and you can add a few secondary ones too. It’s super important to choose categories that really reflect what your business is all about. The more accurate you are, the easier it is for Google to connect your business with the right local searches.
Add high-quality photos
Photos go a long way in building trust. When people can actually see your space, your products, or even the friendly faces on your team, it makes your business feel more real and relatable. Plus, according to Google, businesses with photos get 42% more requests for directions and 35% more click-throughs to their websites.
Get customer reviews
Another great way to build trust? Ask your happy customers to leave a review. When potential clients see real people sharing positive experiences, it helps them feel more confident about choosing you. People trust people—so those reviews could be the little push someone needs to try your service.
Make Google My Business posts
Here’s a little secret: Google My Business posts are still one of the platform’s hidden gems. Many businesses overlook them because they’re not as sparkly as the other platforms but they’re a great way to stand out and connect with potential customers.
So, why is Google My Business important for SEO and for your business?
Now, you might be thinking, “I already have a website—do I really need a Google Business Profile?” Or maybe you’re asking, “Is Google My Business good for SEO and does Google Business Profile help with rankings?” And honestly, these are totally fair questions.
But here’s the thing: Your website is super important, no doubt. It’s your online home base, after all. But your Google Business Profile (GBP) is what helps people find that home base in the first place—especially when they’re searching locally.
When someone searches for a service or product near them, your GBP is often the first thing they’ll see—not your website. It shows them quick info like your hours, location, reviews, and photos—right there in the search results.
Plus, a lot of people actually make decisions without ever clicking on a website. That’s the beauty of your GBP—it gives potential customers just enough info to help them decide right then and there. And if they like what they see? That’s when they’ll head over to your website to learn even more.
So while your website tells your full story, your GBP is what gets people curious enough to check it out in the first place.
Frequently Asked Questions about Google My Business and Local SEO
Yes! Google My Business (or Google Business Profile) is a major player in local SEO. It helps your business appear in local search results, Google Maps, and the Local Pack, making it easier for nearby customers to find you.
You can visit google.com/business and follow the steps to claim and verify your business. Be sure to fill out every section with accurate, up-to-date info and upload high-quality photos!
You should update your profile whenever there’s a change to your hours, services, photos, or other business details. Posting weekly updates also signals to Google that your profile is active and relevant.
Absolutely! Your website is your full digital home, but your GMB listing is often the first impression. They work best when paired—GMB brings in local searchers, and your website converts them.
Yes! You can (and should) reply to reviews. This shows you’re engaged, professional, and that you value your customers’ feedback—which can boost trust and visibility.
Optimize your GMB and SEO with expert help
Your Google My Business profile and SEO go hand-in-hand—and we totally get it, being a business owner is already a lot. Throw in GMB setup, SEO strategies, and trying to keep up with all the online stuff… It can feel like way too much.
That’s exactly where Marketing by Rocio comes in. We’ve spent years helping business owners boost their online presence and show up where it matters most. From setting up your Google My Business the right way to optimizing it for local search, we’ll walk you through strategies that actually work.
Let’s get your GMB profile to give you real results—contact us today!
