Top 5 Ways to Make Your Google Business Profile Stand Out

Let’s break down the five most impactful steps you can take to ensure your profile is working as hard as possible to attract and attract local customers.

1. Create and Verify Your Google Business Profile

If you haven’t claimed and verified your GBP yet, this is priority number one. Without verification, your business won’t appear in local results, and you won’t be able to manage or update your profile.

How to Set Up Your Profile:

• Sign in to your Google Account (preferably one tied to your business).
• Visit Google Business Profile Manager.
• Enter your business name and follow the prompts to claim or create your listing.
• Choose the most accurate business category to start (you can edit/add more later).
• Add your location, service area (if applicable), contact details, and website.

Verification Options:

Google offers several methods for verifying your business, including:

• Phone call or text
• Email
• Video recording
• Live video call
• Postcard by mail

Note: The verification process may take several days to a few weeks, depending on the method you use. Be patient is crucial for gaining control and credibility.

2. Fully Complete Every Section of Your Profile

Businesses with complete and detailed profiles are far more likely to rank well in local search results. Take the time to fill out every available section thoroughly and accurately.

Key Fields to Fill Out:

• Business Name: Use your official name as it appears in your branding. Changing it post-verification may trigger a re-verification process.
• Primary and Additional Categories: Your primary category should be your main business focus (e.g., “Bakery” or “Plumber”). Add 2–3 more relevant categories but avoid stuffing irrelevant ones for the sake of keywords.
• Address & Pin Location: Make sure your map pin is accurate. If you serve customers at their location, leave your address blank and define your service areas instead.
• Business Hours: Include regular hours, holiday hours, and even special hours (e.g., for senior shopping or happy hours).
• Phone Numbers: Add up to three your main local number first, followed by any toll-free or mobile numbers.
• Website Link: Ensure your website is live, mobile-friendly, and crawlable by search engines.
• Social Media Profiles: You can link Facebook, Instagram, LinkedIn, and other social accounts great for showcasing your brand and engaging with followers.
• Attributes: These include unique offerings like “Wheelchair Accessible,” “Free Wi-Fi,” or “Outdoor Seating.” Some are auto assigned based on customer feedback, but you can select relevant ones manually.
• Business Description: You have 750 characters to highlight your business’s unique story, services, values, and selling points. Avoid links and promotional content.
• Opening Date: This helps establish longevity and credibility.
• Menu or Services: Essential for restaurants and service-based businesses. Include detailed descriptions and naturally integrate keywords.
• Products (if applicable): Retailers can add individual products, complete with names, prices, and photos. You can even sync with POS systems in supported regions.
• NAP+W Consistency: Ensure your Name, Address, Phone Number, and Website are consistent across your website, directories, and social media to avoid confusing Google or your customers.

3. Select the Right Categories

Your primary category plays a huge role in where and when your profile appears in local search. It’s one of the most influential ranking factors for the Local Pack, as confirmed in the 2023 White spark Local Search Ranking Factors report.

Tips for Optimizing Categories:

• Choose the most specific option available. For example, select “Orthodontist” instead of “Dentist” if that’s your specialization.
• Only use additional categories if they are truly relevant.
• Avoid listing every single service or feature as a category that’s what the services and attributes sections are for.
• Think of your categories in terms of “This business IS a…” rather than “This business HAS a…”

4. Add High-Quality Photos and Videos

First impressions matter and often, your GBP photos are the first thing a potential customer sees.

Why Photos Matter:

According to Bright Local, businesses with over 100 images on their profile receive:

• 520% more calls
• 2717% more direct requests
• 1065% more website clicks

Types of Photos to Include:

• Logo: Your brand’s visual identifier.
• Cover Photo: Represents your business’s personality and ambiance.
• Interior and Exterior Photos: Help customers recognize your location.
• Team Photos: Humanize your brand and build trust.
• Product or Service Photos: Showcase what you offer.
• Videos: Great for virtual tours, testimonials, or behind-the-scenes glimpses.

Best Practices:

• Use high-resolution images (minimum 720×720 pixels).
• Avoid stock images authenticity is key.
• Update regularly aim to upload 1–2 new images per week.
• Name your files descriptively (e.g., “interior-coffee-shop-downtown.jpg”) to help with local SEO.

Both customers and business owners can upload photos, but don’t rely solely on customer uploads to take control of your brand’s visual identity.

5. Engage With Your Audience and Stay Active

Google rewards active, engaged businesses. Regular interaction shows Google (and your customers) that your business is open, responsive, and trustworthy.

Key Engagement Strategies: