Google My Business Optimisation: Top 10 Tips for Local Rankings

When it comes to improving your business’s online visibility, especially for local searches, and with over 40% of search queries on Google having local intent, ensuring your Google My Business profile is properly set up and fully optimised can significantly impact your local rankings and drive more foot traffic to your store or inquiries to your services.

In this article, we’ll walk you through top tips for optimising your Google My Business profile, from completing every section of your listing to leveraging key features. Whether you’re just getting started or looking to fine-tune your GMB strategy, these actionable tips will set you on the right path to not only improving your search visibility but also enhancing the customer experience.

So, grab a cup of coffee and get ready to stand out in local search results, build trust with your audience, and ultimately boost your business’s visibility and success in your local community.

Claim and Verify Your Google My Business Profile

The first step in optimising your Google My Business (GMB) listing is to claim and verify your profile. Without this step, you won’t be able to manage or update your profile, which means you risk losing control over how your business appears in local search results.

Simply search for your business on Google and locate your business profile in the search results. If your business is not listed, you can create a new GMB profile by selecting “Add your business to Google.” If you see the option to “Own this business?” or “Claim this business,” click on it. You will be prompted to log into your Google account.

After logging in, follow the prompts to complete the necessary information to claim your business. 

Verification ensures that you are the legitimate owner or manager of the business and helps Google trust the information listed in your profile. Without verification, your business might not show up in the local map pack or local search results, or it could display inaccurate information, which can confuse potential customers.

Verification is typically done via a postcard that contains a verification code, which you’ll need to enter in your GMB dashboard to confirm your business’s location, sent to your business address. In some cases, businesses may be eligible for alternative verification methods, such as phone verification, email verification, or instant verification if they’ve already been verified in Google Search Console.

Complete Every Section of Your GMB Profile

Google prioritises businesses that provide as much relevant and detailed information as possible, as this helps it understand the business better and, therefore, match it to local search queries more accurately. 

The opposite is also true. An incomplete GMB profile can seriously hinder your ability to rank well in local search results. If you leave sections of your profile incomplete or skip important information like business hours, a phone number, or a website, Google might view your listing as unreliable, which could lower your ranking.

Moreover, an incomplete profile can also affect your customer engagement. Without proper business hours, a contact number, or a website, users might get frustrated and look for competitors who offer a more comprehensive and accessible profile. This can lead to fewer clicks, calls, and visits, further damaging your local SEO efforts.

So, yes. A fully-filled GMD profile is non-negotiable. Here are the key sections you should complete:

• Business Name: Ensure that your business name is accurate and consistent with how it appears on your website and other platforms. Using the official name helps customers recognise your brand and improves your credibility.

• Address: The correct and complete address is vital, especially for businesses that rely on local traffic. Make sure the location is placed exactly where your business operates, including floor numbers or suite numbers if applicable.

• Phone Number and Website: Include a local phone number where customers can easily reach you. This adds a personal touch and makes your business more approachable. If your business has a website, include the URL to drive traffic directly from your GMB profile. 

• Hours of Operation: Clearly display your business hours, including special hours for holidays or events. Having accurate hours ensures customers don’t waste time visiting or calling outside your working hours.

One thing that’s paramount for local SEO success is ensuring NAP consistency. NAP stands for Name, Address, and Phone Number, and consistency across all online directories is what Google uses to assess the credibility and legitimacy of your business. If your NAP information is inconsistent across your GMB profile, website, and other online directories, Google might perceive your business as less reliable, which can negatively impact your rankings.

Optimise Your Business Description

Your Google My Business (GMB) business description is one of the most powerful sections for both ranking and engaging potential customers. It offers Google and searchers a deeper understanding of what your business is about, what you offer, and what sets you apart. A well-crafted description, hence, can positively influence your local SEO efforts by boosting your chances of appearing in relevant local searches.

For example, if someone searches for “best coffee shop near me,” Google will scan your description for keywords that reflect that query, helping your business show up in the results.

To craft an engaging description, incorporate keywords naturally into your description that are related to your services or products. Think about what customers are likely to search for when they are looking for businesses like yours. For example, if you run a bakery, use terms like “freshly baked goods,” “custom cakes,” or “best cupcakes in [city].”

Having said that, you should also avoid keyword stuffing (repeatedly inserting keywords for the sake of it), as it can harm your readability, and Google may penalise your listing for that.

Your description should also clearly explain what sets your business apart. Why should someone choose you over your competitors? Whether it’s your unique product offerings, exceptional customer service, or years of expertise, emphasise what makes your business special and valuable to customers. This is your opportunity to sell your business in a way that resonates with potential clients.

So, write a description that is both informative and easy to read. Aim for clarity and simplicity so that customers can quickly understand what your business offers. Google allows up to 750 characters for your GMB description, but only the first 250 characters are visible in search results, so place your most important information at the beginning to capture attention.

Make the description appealing and customer-centric. Instead of focusing solely on the features of your business, highlight the benefits customers will get. For example, instead of saying “We sell organic coffee,” say “Enjoy the rich, smooth taste of our organic, locally sourced coffee – the perfect way to start your day.” This focuses more on the customer experience and creates a sense of value.

You can also encourage potential customers to take action by including a call to action in your description. Phrases like “Visit us today,” “Order online for free delivery,” or “Call now to schedule a consultation” can help guide customers to interact with your business.

While it’s important to include relevant keywords for SEO purposes, again, don’t overdo it with keyword stuffing. Google values content that reads naturally, so avoid awkwardly cramming in keywords just to rank higher. Instead, use natural language that flows well and is easy for customers to read.

Remember, your business description is as much for people as it is for search engines. If it sounds overly promotional or forced, potential customers may quickly lose interest.

Add High-Quality Photos

When it comes to optimising your Google My Business (GMB) profile, high-quality photos are one of the most effective ways to improve user engagement, boost your local rankings and achieve higher conversion rates. Research shows that businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.

A profile with vibrant, clear, and inviting images can capture attention and make your business seem more appealing. When users see detailed images of your storefront, products, or team, they are more likely to feel confident and interested in visiting your physical location or contacting you for services.

From a local SEO perspective, Google also factors in the quality and quantity of photos when determining your rankings. Profiles with a well-rounded set of images are likely to be seen as more trustworthy and reliable by both Google and potential customers.

To ensure your profile is visually appealing, consider uploading a variety of high-quality photos that showcase different aspects of your business. Here are some key types of photos to include:

• Logo: A clear, well-designed logo should be one of the first images you upload. It reinforces your brand identity and adds professionalism to your profile.

• Storefront: Show off your physical location with exterior shots of your storefront. These help potential customers easily identify your business when they arrive, especially if it’s located in a busy area.

• Products or Services: Upload high-quality images of the products or services you offer. Make sure they’re well-lit, visually appealing, and representative of what customers can expect when they visit your business.

• Team Photos: Include images of your staff or team to humanise your business. Photos of your team in action, smiling, or helping customers help establish a personal connection and make your business seem more approachable.

• Interior Shots: If you have a physical location, include interior photos that highlight your store or office space. Clean, well-organised spaces that are visually appealing can make a positive impression.

• Customer Interactions: If applicable, add images of happy customers or customer interactions (with their permission). This adds social proof, demonstrating that real people value your business.

• Special Events or Promotions: If your business hosts events or offers special promotions, upload images of these events to show your business’s active involvement in the community.

It’s important to keep your photos up-to-date to maintain relevance and ensure your profile accurately reflects your current offerings and appearance. Old or outdated images can create confusion or give the impression that your business is no longer active or has undergone changes. For instance, if your business has recently undergone renovations, introduced new products, or added services, make sure to update your photos accordingly.

So, aim to update your images every few months or when significant changes occur to your business.

Use Google Posts to Engage Customers

Google Posts are a great way to engage customers and boost your local SEO. These posts appear on your Google My Business (GMB) profile in search results and Google Maps, allowing you to share updates, promotions, events, or news directly with potential customers. They stay live for 7 days, and posting regularly signals to Google that your business is active, which can improve your local search rankings.

The types of posts you can share include:

• Business Updates: Share important changes like new products, services, or business hours.
• Promotions: Offer special deals or discounts with a clear call-to-action (CTA).
• Events: Promote upcoming events with dates, times, and registration links.
• News: Share exciting updates, like awards or milestones.

You should post regularly, at least once a week, and include engaging visuals like images or videos to capture attention. Use clear calls to action (CTAs) to drive engagement, and always prioritise quality and relevance to keep your audience interested.

Add Products and Services to Your Profile

When you add products and services to your GMB profile, you’re essentially providing Google with a clearer picture of your business and its offerings. Google uses this information to categorise your business and match it with relevant search queries from users.

For example, if someone searches for “custom cakes in [your city],” having “custom cakes” listed in your GMB profile makes it more likely that your business will show up in the search results.

Moreover, adding specific products and services helps to optimise your profile for relevant local searches, allowing you to appear in search results and the local map pack when users are looking for exactly what you provide. It also signals to Google that your business is comprehensive and well-managed, which can positively impact your ranking.

When listing products or services, don’t just provide a name. Add detailed descriptions that highlight key features, benefits, and unique selling points. Be clear about what each service entails or what makes your product special. For example, instead of just listing “Catering Service,” you could describe it as, “Our catering service includes custom menus tailored to your event’s needs, from intimate dinners to large weddings.”

While Google doesn’t require pricing, providing this information can help customers determine if your offerings fit within their budget. For instance, listing prices like “$25 per hour for private tutoring” or “$5 for a large coffee” can attract users who are searching with price sensitivity in mind. If you’re unable to list exact prices, you could provide a pricing range or mention that pricing varies based on specific needs.

Next, choose relevant categories for each product or service, and fill out any available attributes. This additional information helps your business show up in highly specific search queries. For example, if you’re a restaurant, you could add details like “vegetarian options,” “gluten-free,” or “delivery available.”

Along with descriptions and pricing, add high-quality images of your products or services. This helps customers visualise what they’re getting and makes your profile more engaging. For example, if you offer cakes, post images of your beautifully decorated creations, or if you offer photography services, share examples of your work.

Use Categories Effectively

Selecting the correct primary and secondary business categories on Google My Business (GMB) is crucial for improving your local search visibility. Categories help Google understand what your business is about and match it with relevant searches from users. They directly impact how your business is displayed in search results, affecting your rankings and visibility to potential customers.

Your primary category defines the main focus of your business. It tells Google exactly what your business does and is used to determine your relevance for specific search queries. For instance, if you’re a bakery, choosing “Bakery” as your primary category will ensure that your business is shown to users searching for bakeries in your area.

Secondary categories allow you to further refine your business’s services or offerings, broadening the scope of searches in which your business may appear. For example, if you run a bakery that also offers catering services, you could add “Caterer” as a secondary category to capture customers searching for catering services.

Choosing the right categories is important because Google uses them to determine search relevance. If you choose an irrelevant or broad category, your business may be shown in less relevant search results, which can decrease your visibility and limit your chances of attracting the right customers.

That’s why you should take time to carefully review each option and ensure it reflects what your business truly offers. Avoid the temptation to select multiple categories that don’t fully represent your core business just to cast a wider net. Google values accuracy and specificity, so it’s better to focus on categories that most closely align with your products or services.

Google’s Updates to Categories

Google frequently updates its business categories to better match user search intent and improve the relevance of local search results. These updates may introduce new categories or refine existing ones to ensure they align with emerging industries or user needs. Keeping your categories up-to-date is essential to ensure that your business continues to appear in relevant searches.

Neglecting category updates can result in your business being underrepresented in searches that directly pertain to your services.

To better manage categories:

• Review Categories Regularly: Check your categories periodically to ensure they still align with your business. As your services evolve, update your GMB profile accordingly.

• Stay Informed of Updates: Stay informed about any changes or new categories introduced by Google to make sure you’re using the most relevant options.

• Match Categories to Your Services: Ensure that your primary and secondary categories align with what your customers are searching for. Use tools like Google Trends or keyword research to understand popular search terms in your industry.

Monitor Insights and Adjust Strategies

Google My Business (GMB) provides valuable data through GMB Insights, allowing you to track how users are finding and interacting with your business profile. By analysing this data, you can gain a deeper understanding of customer behaviour and make informed decisions about how to optimise your profile for better performance.

GMB Insights provides key metrics like:

• How customers find your business: It shows whether users found you through direct searches (typing your business name) or discovery searches (looking for businesses related to yours).

• Customer actions: It tracks what users do after finding your profile, such as visiting your website, calling your business, or requesting directions.

• Photo views and engagement: Insights can tell you how often your photos are viewed compared to businesses like yours.

• Customer reviews and ratings: Track your ratings and reviews over time to understand customer sentiment and identify areas for improvement.

Using GMB Insights, you can adjust your business profile based on the performance data. For example, if your photo views are lower than the industry average, adding more high-quality images to make your profile more attractive to potential customers. If you notice customers are searching for your business outside of your current hours, consider updating your hours to match customer behaviour and ensure your business is accessible when needed.

In case certain products or services are driving more engagement, consider emphasising them in your profile or adding more detailed descriptions.

Remember that monitoring your GMD insights isn’t a one-time activity but should rather happen regularly so you can make ongoing adjustments to your profile. Local SEO is a dynamic process, and user behaviour can change over time.

By staying proactive and tweaking your profile based on the insights you gather, you can stay relevant, meet customer expectations, and ensure that your profile remains optimised for both user engagement and local rankings.

Conclusion

Optimising your Google My Business (GMB) profile is a powerful strategy for enhancing your local SEO and attracting more customers to your business. By ensuring your profile is complete, accurate, and up-to-date, you not only improve your visibility in local search results but also provide a better experience for potential customers.

Remember, local search is highly competitive, and the businesses that take the time to optimise their GMB profiles will stand out. Regularly monitor your GMB Insights to track performance and adjust your strategies based on data to keep improving. With consistent effort and attention to detail, your business will be well-positioned to drive more local traffic, increase engagement, and, ultimately, boost your bottom line.