A Google Business Profile is the single most important asset in local SEO. It is the primary source of information Google uses to decide whether your client's business appears in the map pack, and how prominently. An incomplete or poorly maintained GBP is the most common reason businesses fail to rank locally. This guide covers every field, every setting, and every activity that influences GBP rankings.
Start with Verification
A GBP must be verified before it can influence local rankings. Google offers several verification methods depending on the business type: postcard by post, phone, email, video, or instant verification for businesses that meet certain criteria. Until the profile is verified, it will not appear in the map pack.
For agencies taking over a client's local SEO, the first step is to confirm the GBP is verified and that the agency has manager or owner access. Many small businesses have unclaimed GBPs or profiles claimed by a previous employee or agency. Resolving access issues before beginning any optimisation work avoids wasting effort on a profile you cannot control.
Setting the Correct Primary Category
The primary category is the most important single field in the GBP. It directly determines the search queries the profile is eligible to appear for. Google uses it as the primary relevance signal when matching a business to a query.
Always select the most specific, accurate category available. A business that primarily does HVAC installation should select "HVAC Contractor" not "Contractor". A dental practice should select "Dentist" not "Healthcare Provider". The specificity of the category drives the specificity of the search queries the profile can rank for.
Secondary categories should be added for all additional relevant services. These expand the range of queries the profile can appear for without affecting the primary category signal. A dental practice offering orthodontics should add "Orthodontist" as a secondary category so it is also eligible to rank for orthodontic queries.
Writing the Business Description
The business description allows up to 750 characters. It appears in the GBP knowledge panel and is used by Google to assess the relevance of the profile to specific search queries. A well-written description includes the primary service, the location, and secondary services — written naturally rather than as a list of keywords.
The first 250 characters are the most important because they appear above the "more" fold in the knowledge panel. Lead with the most important information: what the business does and where it operates. Avoid repeating the business name, as this provides no additional relevance signal. Avoid vague language — "quality service" and "experienced professionals" add nothing. Specific claims ("over 12 years serving Bristol homeowners", "same-day emergency callouts available") are more useful both for relevance and for conversion.
Completing Attributes and Services
GBP attributes are additional fields that provide specific information about the business: whether it is accessible, whether it has parking, whether it offers LGBTQ+-friendly services, the payment methods accepted, and more. The available attributes depend on the primary category. These fields do not directly drive rankings but influence user decisions and help Google match the profile to more specific query variants.
The Services section allows businesses to list individual services with descriptions. For service businesses, completing this section comprehensively adds keyword-relevant content directly to the GBP. A plumber listing "emergency boiler repair", "bathroom installation", "blocked drain clearance", and "central heating servicing" gives Google additional signals about the range of queries to match the profile against.
Photo and Video Optimisation
Photos are one of the most visible elements of a GBP listing and directly influence the click-through rate from the map pack. Profiles with more photos consistently receive more website visits and direction requests than profiles with few or no photos, according to Google's own data.
The recommended minimum is 10 photos. These should cover the exterior of the premises (so customers can recognise the building), the interior, the team, and examples of work for trade businesses. Photos should be high quality, well lit, and shot at a natural aspect ratio. Google may show photos submitted by customers alongside owner-submitted photos — monitor this section regularly and flag inappropriate images through the GBP dashboard.
Adding new photos regularly is better than a one-time upload. Regular photo additions signal active management and give Google fresh content to assess. A simple workflow is to add 2 to 3 new photos per month as part of regular GBP maintenance.
Building and Managing Reviews
Review volume, recency, and average rating are significant prominence signals in local SEO. Google considers all three when ranking GBPs. A business with 40 reviews averaging 4.8 stars will typically outrank a business with 10 reviews averaging 4.5 stars in an otherwise comparable competitive situation.
The most reliable review acquisition method is a direct ask at the point of service delivery, with a short follow-up message that includes a direct link to the GBP review form. Make it as easy as possible — the fewer steps required to leave a review, the higher the completion rate.
Responding to every review is important. Positive review responses should be warm and specific, not templated. Critical review responses should be measured, factual, and focus on addressing the concern without escalating. Google has confirmed that responding to reviews is a signal that contributes to local ranking.
GBP Posts and Ongoing Maintenance
GBP posts are updates published directly to the profile. They appear in the knowledge panel when a user views the GBP in Google Maps or search. They function similarly to social media posts — a headline, text, optional image, and optional action button (book, call, learn more, buy, etc).
Posting weekly or fortnightly is sufficient for most businesses. Posts should be topical and relevant — a new service, a seasonal offer, a piece of useful advice, a recent project. Avoid generic posts with no specific content. The activity signal from regular posting is more important than the reach of any individual post.
GBP maintenance also includes monitoring for suggested edits from users (which can be applied automatically by Google), checking for spam reviews, and updating opening hours for bank holidays and seasonal changes. Incorrect information on the GBP erodes the trust signals that drive map pack placement.
For agencies managing local SEO at scale, our white label local SEO service covers GBP management as part of a fully managed local SEO package. See also our local SEO service page or contact us to discuss your requirements.