Google Business Profile: the most underestimated digital asset for SMBs
Every month, billions of local searches are performed on Google. Nearly 46% of all Google searches have local intent. Yet, the majority of small businesses have a Google Business Profile (formerly Google My Business) that is incomplete, abandoned, or never optimized.
The result? Their competitors, even less competent ones, appear in the "Local Pack" (the 3 results with a map displayed at the top of Google) and capture those customers. A properly optimized GBP listing can generate 30 to 50 additional calls per month on its own for a local service business.
Step 1: Claim and verify your listing
If you have not yet claimed your Google Business Profile, this is your top priority. Go to business.google.com, search for your business, and follow the verification process. Google typically sends a code by mail to your business address, or offers phone call or video verification for certain categories.
Note: if your business already appears on Google Maps without you having created it, it is likely an automatic listing generated by Google. Claim it to take full control.
Step 2: Complete all basic information to 100%
Google favors complete listings in its local ranking algorithm. Every piece of missing information is a lost opportunity. Here is the comprehensive checklist:
Essential information (NAP)
- Business name: your exact official name, without artificially added keywords (Google penalizes this practice)
- Address: complete and consistent with your website and all other online profiles
- Phone number: preferably a local number, not a toll-free or premium-rate number
- Website: your main URL (or a dedicated landing page if you have multiple locations)
- Business hours: accurate and updated in real time. Remember public holidays!
Additional information you should not overlook
- Primary category: choose the most specific category that matches your core business
- Secondary categories: add up to 9 additional relevant categories
- Service area: if you provide on-site services, define your geographic coverage
- Attributes: wheelchair accessibility, parking, contactless payment, etc.
- Business description: 750 characters maximum, naturally enriched with local keywords
Step 3: Optimize photos for engagement
Listings with photos receive 42% more direction requests and 35% more clicks to the website according to Google. Yet most SMBs only have 2 or 3 low-quality photos.
| Photo Type | Recommended Number | Tips |
|---|---|---|
| Cover photo | 1 (required) | Represents your core business, landscape format |
| Logo | 1 (required) | Transparent or white background, high resolution |
| Team and staff | 5-10 | Human faces increase trust |
| Premises and ambiance | 10-20 | Interior and exterior, natural lighting |
| Products or services | 10-30 | Professional-quality photos |
| Customer photos (with permission) | 5-15 | Perceived authenticity is very high |
Step 4: Generate and manage customer reviews
Google reviews are the number one factor in local ranking according to numerous SEO studies. A listing with 50 reviews at 4.5 stars almost always outperforms a listing with 5 reviews at 5 stars. Both quantity and consistency matter.
How to collect reviews effectively and ethically
- The direct link: generate your Google review link from your GBP dashboard and share it after every transaction
- Post-purchase email: send a follow-up email 3 to 7 days after the service with a direct link to reviews
- SMS: 95% open rate. A short SMS with the review link works remarkably well
- In-store QR code: displayed at the register or on receipts, for brick-and-mortar businesses
- Team training: teach your staff to verbally ask satisfied customers for a review
Responding to reviews: an essential practice
Responding to reviews -- both positive and negative -- shows your engagement and improves your ranking. For negative reviews, respond professionally within 24 hours, apologize if necessary, and offer an offline resolution. Never delete a negative review (you cannot anyway) and never respond with hostility.
Step 5: Publish GBP posts regularly
Google Business Profile posts (formerly "Google My Business Posts") appear directly on your listing and can also generate additional positions in search results. Publish at least 1 post per week:
- Updates: new product, new service, new team member
- Offers and promotions: with start and end dates to create urgency
- Events: open houses, workshops, webinars
- Blog posts: share your articles with a link to your site
- Q&A: anticipate your customers' frequently asked questions
Step 6: Leverage advanced GBP features
In 2026, Google Business Profile offers powerful features that are still underused by SMBs:
- Menu and services: add your service catalog with descriptions and prices
- Online booking: integration with tools like Calendly or scheduling platforms
- Messaging: enable chat to respond to prospects directly from your listing
- Questions and answers: proactively answer frequently asked questions
- Highlights: showcase your certifications, awards, or years of experience
Measuring your GBP listing performance
Google Business Profile offers native insights accessible from your dashboard. Track monthly:
- Number of listing views (Search and Maps)
- Number of website clicks
- Number of phone calls
- Number of direction requests
- Number of messages received
- Rating trends and review count
To take your local SEO further, check out our comprehensive guide on local SEO and Google Maps, which covers complementary strategies for dominating search results in your geographic area. Also combine with a local link building strategy to strengthen your domain authority. Tools like SEO-Trust offer dedicated solutions for SMBs to consolidate their online presence across all local signals.