Google Business Profile (formerly Google My Business) is the free listing that appears in Google Maps and the Local Pack. Optimizing GBP is the single highest-ROI activity in local SEO. A complete, well-optimized profile can move you from invisible to #1 in the Local Pack in weeks. This page walks through every field that matters, the common mistakes that get profiles suspended, and the weekly habits that keep your listing ranking.
business.google.comYour real business name only. No keywords ("Joe's Plumbing" not "Joe's Best Plumbing Services in Dallas"). Keyword stuffing violates GBP policies, can get your profile suspended.
The single most important field for rankings. Pick the most specific category that applies. "Mexican Restaurant" is better than "Restaurant." Pick based on actual service, not aspiration.
Up to 9 additional. Don't stuff, use only genuinely relevant ones.
Exact. Match your website's footer, Yelp listing, everywhere else.
For service-area businesses (no storefront). Define which cities or zip codes you serve.
Accurate. Special hours for holidays. "Open 24 hours" only if actually true.
Local area code preferred. Not a toll-free number as primary.
Your main site URL.
Add a booking link if applicable, drives direct conversions.
List every service you offer with descriptions. These help you rank for service-specific queries.
For retail. Shows product cards in your profile.
"Wheelchair accessible," "Free WiFi," "Online appointments," "LGBTQ+ friendly," etc. These show up in search filters.
750 characters max. Natural paragraph describing what you do, who you serve, what's special. Include primary service keywords naturally. Don't stuff.
Upload 10-50+ high-quality photos. Categories:
Refresh every 1-2 months. Active profiles rank better.
Short updates that appear on your profile (like a Facebook post). Post weekly if possible, offers, events, news.
Covered separately (Reviews + ratings). Core points: ask for them consistently, respond to all, address negatives gracefully.
Users post questions to your profile; anyone can answer. Monitor. Proactively post + answer common questions yourself to control the narrative.
Enable if you respond quickly. Google surfaces your response rate publicly. Don't enable if you can't maintain <15 minute response times.
GBP analytics: how users found you (search, maps, direct), what queries they used, what actions they took. Review monthly for optimization opportunities.
Google can suspend profiles for violations: name stuffing, fake addresses, category manipulation, duplicate listings. Recovery takes weeks of back-and-forth. Don't risk it.
For certain professional services (law, home services, healthcare), Google Screened / Local Services Ads provide verified-badge listings that often out-convert organic. Separate program, paid, worth evaluating.
If your GBP isn't claimed, that's today's work. If it's claimed but incomplete, spend an hour filling every field. If it's complete but stale, commit to weekly posts and monthly photo refreshes. The profiles that rank are the profiles that are actively maintained.
Next: NAP consistency, the boring but critical signal that Google uses to decide you're legitimate.