A Google Business Profile (formerly Google My Business) is the free listing that shows up when someone searches your business name or a "near me" query. Done right, it drives calls, direction requests, and walk-ins before a customer ever visits your website. Here's how to optimize every part of it.

Claim and verify first

Search your business name on Google. If a profile exists, claim it; if not, create one. Verify ownership (by postcard, phone, or video) so you can edit every field — an unverified profile is a missed opportunity.

Choose the right categories

Your primary category is one of the strongest ranking signals in local search. Pick the most specific match for your core business, then add secondary categories for your other services. "Bathroom remodeler" beats the vague "contractor" if that's what you do.

Complete every field

  • Accurate business name (no keyword stuffing — that violates Google's guidelines).
  • Consistent address and phone number that match your website.
  • Service areas if you travel to customers.
  • Hours, including special holiday hours.
  • A keyword-aware business description.
  • Products and services with descriptions and pricing.

Add photos and posts consistently

Profiles with fresh photos get significantly more clicks and calls. Upload real images of your work, team, and location regularly. Use Google Posts for offers, updates, and events to signal an active business.

Make reviews a system, not an afterthought

Reviews influence both ranking and whether a searcher chooses you. Ask every happy customer, make it easy with a direct review link, and respond to every review — good or bad. Never buy fake reviews; Google detects and penalizes them.

Track what's working

Use the profile's performance insights to see how customers find you and what actions they take, then double down on the categories, photos, and posts that drive results.