How to Optimize Your Google Business Profile in 2025

Google Business Profile (GBP) is the single most important factor for local search visibility. When someone searches for a business "near me," Google pulls information directly from GBP to populate the local pack—those three business listings that appear at the top of local search results.

Why Your Google Business Profile Matters

Consider this: 46% of all Google searches have local intent. When someone in Harrisburg searches "coffee shop" or "accountant near me," they're seeing businesses with optimized Google Business Profiles before anything else.

A well-optimized profile can:

• Put you in the local 3-pack (top three local results)
• Drive calls, directions, and website visits directly from search
• Showcase your reviews and ratings
• Display your photos, services, and business information
• Allow customers to message you directly

Claiming and Verifying Your Profile

If you haven't claimed your profile yet, start at business.google.com. Search for your business—if it exists, you can claim it. If not, you'll create a new listing.

Verification options include:

• Postcard: Google mails a code to your business address (5-14 days)
• Phone: Automated call or text with verification code
• Email: For some businesses with verified domains
• Video: Record a video showing your location and signage

Don't skip verification—unverified profiles have limited functionality and lower visibility.

Essential Information to Complete

Completeness matters. Google rewards profiles that fill out every available field.

Business Name

Use your exact business name as it appears on your signage and legal documents. Don't stuff keywords here—"John's Plumbing - Best Plumber in Lancaster PA" will get you flagged.

Categories

Choose your primary category carefully—it's the most important for ranking. Then add relevant secondary categories. A restaurant might use:

• Primary: Italian Restaurant
• Secondary: Pizza Restaurant, Catering Service, Wine Bar

Address and Service Areas

If customers visit you, list your physical address. If you go to customers (contractors, plumbers, etc.), you can hide your address and list service areas instead.

Hours of Operation

Set regular hours and update for holidays. Nothing frustrates customers more than showing up to a closed business because the hours were wrong.

Business Description

You get 750 characters. Use them wisely:

• Lead with what makes you unique
• Mention your location naturally
• Include your main services
• Add a call to action

Photos and Videos That Convert

Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their website. Quality matters.

Essential photos:

• Logo (square format, 250x250 minimum)
• Cover photo (landscape, 1080x608 recommended)
• Exterior shots (so customers recognize your location)
• Interior shots (showcase the ambiance)
• Team photos (build trust and personal connection)
• Product/service photos (show what you offer)

Add new photos regularly. Google favors active profiles.

Adding Services and Products

Google lets you list individual services with descriptions and prices. This helps customers understand what you offer before they contact you.

For each service:

• Write a unique description (not copied from your website)
• Include pricing if possible (customers appreciate transparency)
• Use the correct service categories Google provides

Posts and Updates

GBP posts appear directly in your listing. They're underutilized by most businesses, which means opportunity for you.

Post types:

• What's New: General updates about your business
• Events: Upcoming events with dates and times
• Offers: Special promotions and discounts
• Products: Highlight specific products

Post weekly if possible. Posts expire after 7 days (except events), so consistency keeps your profile active.

Review Strategy

Reviews are a major ranking factor and conversion driver. Here's how to build a strong review profile:

• Ask actively: Send review requests after positive interactions
• Make it easy: Create a short link to your review form
• Respond to all reviews: Thank positive reviewers, address negative ones professionally
• Don't incentivize: Offering discounts for reviews violates Google's policies

Quality and recency matter more than quantity. A business with 20 reviews in the past month often outranks one with 500 reviews from years ago.

Advanced Features for 2025

Q&A Section

Anyone can ask questions on your profile. Monitor these and answer promptly. Better yet, add your own FAQs to control the narrative.

Messaging

Enable messaging so customers can reach you directly from your listing. Set up auto-replies for when you're unavailable.

Booking Integration

If you use a booking platform (Calendly, Square Appointments, etc.), you may be able to integrate it directly with your profile for seamless appointment scheduling.

Attributes

Add relevant attributes: "Woman-owned," "Veteran-owned," "Free Wi-Fi," "Wheelchair accessible," etc. These help customers find businesses that match their needs.

Maintaining Your Profile

Optimization isn't a one-time task. To maintain visibility:

• Add new photos monthly
• Post weekly updates
• Respond to reviews within 24-48 hours
• Keep hours and information current
• Monitor and answer Q&A
• Check for suggested edits (and reject incorrect ones)

Your Google Business Profile is free real estate on the world's most visited website. Use it well, and you'll have a constant stream of local customers finding you through search.

Need help optimizing your profile or improving your local search visibility? Check out my local SEO services for Pennsylvania businesses.