Checklist for Google My Business Optimization
- Joseph Perry
- Nov 23
- 17 min read
Want more customers to find your business online? Optimizing your Google My Business (GMB) profile is the key. A fully completed and well-maintained profile increases your visibility in local searches, builds trust, and drives action - like website visits, calls, and in-person visits.
Key Takeaways:
Claim and Verify Your Profile: Verified businesses get up to 70% more visits.
Complete Business Information: Ensure your Name, Address, and Phone (NAP) are consistent everywhere.
Add Photos and Descriptions: Listings with photos get 42% more direction requests and 35% more clicks.
Manage Reviews: Responding to reviews boosts trust and engagement.
Post Regular Updates: Keep your profile active with offers, events, and news.
A polished GMB profile can bring measurable results - like increased traffic, higher search rankings, and more customer interactions. Ready to stand out? Follow this checklist to make your business the go-to choice in local searches.
How To Optimize A Google Business Profile (Free Checklist For 2025)
Claim and Verify Your Google My Business Profile
Taking the time to claim and verify your Google My Business (GMB) profile is essential if you want to access its full potential as a marketing tool. Without verification, you’re locked out of features like editing business details, responding to customer reviews, and accessing analytics that provide insights into customer behavior.
Verified GMB profiles see up to 70% more location visits and 50% more engagement actions - like calls, website clicks, and direction requests - compared to unverified ones[6]. That’s a huge advantage for boosting your local search presence. Here’s how to get started.
How to Claim Your Profile
First, log into your Google account and search for your business name along with your city or address. You might discover that Google already has a listing for your business.
If you find an existing listing, look for the “Own this business?” or “Claim this business” link. Clicking it will guide you through the process of claiming the listing. You’ll need to confirm that you’re authorized to manage the business and provide accurate contact details.
If your business doesn’t show up in search results, you’ll need to create a new listing. Head over to the Google My Business website and click on “Add your business to Google.” Enter key details like your business name, address, phone number, and website. Make sure this information matches exactly with what’s on your website, business cards, and other official materials.
Consistency is key. Google relies on your GMB profile as a trusted source for local business information. Any discrepancies can confuse both Google’s algorithms and potential customers[7]. Stick to your official legal business name.
Verification Methods
After claiming your profile, Google will verify that you’re the legitimate business owner. The method you’ll use depends on factors like your business type, location, and Google’s evaluation of your listing. Here’s a breakdown of the main verification options:
Verification Method | Speed | Best For |
Postcard by mail | 5-14 business days | Most businesses, especially new listings |
Phone or SMS | Immediate | Established businesses with listed numbers |
Immediate | Businesses with domain-matching emails | |
Google Search Console | Immediate | Websites already verified in Search Console |
Postcard verification is the default method for most businesses. Google will send a postcard with a unique verification code to your business address. This process typically takes 5-14 business days. Double-check that your address is correct and accessible to mail carriers.
Phone or SMS verification is a faster option for eligible businesses. Google will send a 6-digit code via an automated call or text message to your listed business phone number. This method is often available to businesses with an established phone presence online.
For businesses with a professional email address tied to their website domain, email verification is another instant option. Just note that generic email addresses (like Gmail or Yahoo) won’t qualify.
Some businesses may be asked to complete video verification, which is becoming more common. This involves recording a short video showing your physical location, business signage, and proof of management, such as business licenses or point-of-sale systems. Google typically reviews these videos within 1-5 business days.
If you don’t receive your verification code within the expected timeframe, you can request a new one through your GMB dashboard. Be cautious about requesting multiple codes too quickly, as this can trigger additional security checks and delay the process.
For businesses managing 10 or more locations, bulk verification simplifies things. You can submit a spreadsheet with accurate data for all locations. While this method can take several weeks, it’s a time-saver for multi-location businesses.
Verification isn’t just about access - it signals to Google that your business is legitimate, which can improve your local search visibility.
Complete and Update Core Business Information
Once your business is verified, it's essential to fill out every detail accurately. Fully completed profiles are proven to attract 70% more location visits because they build trust and make it easier for customers to get in touch[3].
Add Accurate Business Information
Consistency is key when it comes to your business's Name, Address, and Phone number (NAP). These details should match exactly across all platforms. Any discrepancies can harm your local search rankings, as Google tends to view inconsistent information as untrustworthy.
Use your official business name as it appears on legal documents. For example, if your business is legally registered as "Smith Plumbing LLC", avoid listing it as "Smith Plumbing LLC - Best Plumbers in Denver."
Make sure your address format aligns with USPS standards. Even minor differences, like using "Street" instead of "St.", can negatively impact your ranking. Similarly, your phone number should be a local number that customers can use to reach you during business hours. Avoid using toll-free or call tracking numbers as your primary contact, as these can confuse Google's systems.
Add Key Details
Beyond NAP, adding extra details makes your profile more reliable and useful for potential customers.
Business hours: Keeping your hours up-to-date is crucial. Incorrect hours can frustrate customers and lead to negative reviews. If your hours change temporarily, update them immediately.
Holiday hours: These require special attention. Businesses that update holiday hours see a 30% reduction in negative reviews caused by confusion or missed visits[5]. Make sure to update these at least a week in advance.
In March 2023, a Dallas auto repair shop updated its holiday hours and service area on GMB. This simple update led to a 28% drop in missed appointments and a 12% increase in calls from new customers during the holiday season[5].
Your website URL should link directly to your business's main website. If you operate multiple locations, link each GMB profile to a specific location page instead of the homepage. This approach not only improves local SEO but also provides customers with location-specific information. To track traffic from your GMB profile, consider using UTM parameters in your URL, such as "www.yourbusiness.com?utm_source=gmb&utm_medium=organic."
For businesses that travel to customers - like plumbers, electricians, or cleaning services - clearly define your service areas. Specify the cities or ZIP codes you serve, and avoid listing your home address if customers don’t visit your location.
Select the Right Categories and Attributes
Once your core business details are complete, focus on refining your profile with accurate categories and attributes. Choosing the right categories can significantly boost your local search visibility.
Primary category: Select a category that precisely describes your main activity. For instance, a plumber should choose "Plumber" rather than the broader "Contractor." Similarly, an Italian restaurant should select "Italian Restaurant" instead of just "Restaurant."
Secondary categories: Add 2-3 additional categories if they apply to your business.
"Businesses that select the most relevant categories experience up to a 50% increase in local search visibility”[2].
Attributes, on the other hand, allow customers to quickly determine if your business meets their needs. These small details can make a big difference in attracting customers.
Attribute Type | Examples for U.S. Businesses | Why It Matters |
Payment Options | Credit cards, Apple Pay, cash only | Helps customers know payment methods upfront |
Accessibility | Wheelchair accessible, accessible restroom | Important for customers with accessibility needs |
Amenities | Free Wi-Fi, outdoor seating, pet-friendly | Attracts customers based on their preferences |
Popular attributes for U.S. businesses include payment options like contactless payment, accessibility features required by the Americans with Disabilities Act, and amenities such as free parking or gender-neutral restrooms.
Make it a habit to review your attributes quarterly to ensure they reflect your current offerings. For example, if you no longer accept cash, remove "cash" from your payment options. If you've added curbside pickup, make sure that option is selected.
Treat your business information as a living document. Regular updates not only keep customers informed but also signal to Google that your business is active and reliable.
Add Visual and Descriptive Elements
Visual content can turn your profile into a powerful magnet for local customers. Did you know listings with photos get 42% more requests for directions and 35% more clicks to websites compared to those without?[10] This means better visuals can lead to more foot traffic and business opportunities. Here’s how to make your profile stand out with compelling visuals and a clear business description.
Upload High-Quality Photos and Videos
Think of your photos as a virtual tour of your business. High-resolution images can give potential customers a taste of what to expect when they visit.
Here are some photo ideas to get you started:
Storefront and interior spaces: Show off your exterior and inviting spaces inside.
Your team in action: Highlight staff members interacting with customers or doing what they do best.
Products and services: For restaurants, this could mean showcasing signature dishes or your cozy dining area. Retailers can focus on product displays or checkout areas.
Technical details matter too. Stick to JPG or PNG files, with a resolution of at least 720 x 720 pixels, and keep the file size under 5 MB. Use natural light for better results, and avoid filters that might mislead customers about what your business looks like.
Short videos can add even more personality to your profile. Keep them under 30 seconds, with a minimum resolution of 720p and a file size no larger than 75 MB. For example, a bakery could record fresh bread coming out of the oven, or a gym might show members using equipment. Listings with videos often rank higher in Google’s local 3-pack results[3].
Google lets you upload up to 10 photos per category. Aim for at least 3–5 high-quality images per category to give a well-rounded view of your business. Update your photos quarterly or whenever you make major changes, like renovations, new products, or seasonal decor.
Write a Clear Business Description
Your business description is your chance to tell your story in 750 characters or less while making it easy for customers to understand what you offer.
Focus on clarity and use an active voice. For example, instead of saying, "We are a bakery that makes bread and pastries", try: "Family-owned bakery in Dallas, TX specializing in artisan breads and fresh pastries since 1998."
Here’s what to include:
What you do and where you’re located: Be specific about your services and mention your city or neighborhood.
What makes you special: Highlight awards, certifications, or community involvement.
A touch of history: If your business has been around for a while, let people know!
Here are a few examples:
Restaurant: "Serving classic American comfort food in downtown Chicago since 1998. Enjoy our award-winning burgers, hand-cut fries, and friendly service in a cozy, family-friendly setting."
Salon: "Modern hair salon in Los Angeles offering expert cuts, color, and styling. Our experienced stylists use top products to help you look and feel your best."
Auto Repair: "Trusted auto repair shop in Houston, TX, providing honest diagnostics, fast service, and fair prices. ASE-certified technicians. Walk-ins welcome."
Avoid confusing industry jargon and update your description once a year or whenever your services change. A well-written description can help customers connect with your business on a personal level[1].
Choose a Strong Cover Photo
Your cover photo is the first thing customers see, so make it count. This image should immediately tell people what your business is all about and encourage them to learn more.
Pick a horizontal image (minimum 1024 x 576 pixels) that highlights your storefront, a standout product, or a key service. For instance:
A coffee shop might feature its cozy outdoor seating area.
A gym could show its main workout space with people actively exercising.
Consistency is key. Match your cover photo to your brand colors and overall style to create a cohesive look. You can also switch things up with seasonal updates. For example, a landscaping business might feature lush spring blooms, summer lawn care, or fall cleanup services.
Sixty percent of consumers say that local search results with good images grab their attention and influence their decision to visit a business[10].
Keep an eye on your cover photo’s performance using Google My Business Insights. If engagement drops or your business evolves, update the image to stay relevant. A strong cover photo, combined with other visuals, creates a memorable first impression that can turn online browsers into loyal customers.
Manage Reviews and Customer Engagement
Online reviews play a huge role in building trust for local businesses. With 98% of consumers reading online reviews for local businesses and 87% only considering businesses with 3–5 star ratings, having a strong review strategy can make a big difference in your local search visibility. But it doesn’t stop there - staying active with Google My Business (GMB) Posts ensures your profile stays fresh and appealing to potential customers.
Get and Respond to Reviews
The key to getting reviews is timing. The best time to ask for feedback is right after a positive experience - whether it’s a completed service, purchase, or interaction. Follow up with a friendly, personalized email or ask in person before they leave: "If you had a great experience, we’d love it if you could leave us a review on Google." Make it easy by including a direct link to your Google profile.
"Businesses that respond to at least 25% of their reviews see an average 35% increase in revenue" compared to those that don’t engage with customer feedback.
Avoid offering incentives for reviews - Google strictly prohibits this, and breaking the rule could lead to penalties or even removal of your reviews [11]. Instead, focus on expressing genuine gratitude and making the process as simple as possible.
When it comes to responding to reviews, how you handle them is just as important as getting them. For positive feedback, personalize your response by thanking the customer by name and referencing specific details they mentioned: "Thank you, [Name], for your kind words! We’re thrilled you enjoyed your visit and look forward to seeing you again soon!"
For negative reviews, act quickly and professionally. Acknowledge the issue and try to take the conversation offline to resolve it: "We’re sorry to hear about your experience. Please reach out to us at [phone/email] so we can make it right."
If you spot fake or inappropriate reviews, flag them through your Google My Business dashboard. Provide supporting evidence if possible, and respond calmly to clarify the situation for other readers.
Use the feedback from reviews to improve your operations. For example, if several customers mention slow service, evaluate your staffing during busy hours. On the flip side, if customers rave about your friendly staff, recognize and share those successes with your team.
After addressing reviews, keep your profile active by sharing regular updates.
Use Google My Business Posts
Managing reviews is crucial, but GMB Posts take customer engagement to the next level. Think of these posts as mini-ads that keep your profile relevant and engaging. Posting regularly - at least once a week - can boost your visibility in local search results [11]. Google favors active profiles, and consistent updates signal that your business is involved and current.
Posts should include eye-catching images, concise text, and clear calls-to-action. The most effective content includes time-sensitive offers, event announcements, new product launches, or ways your business connects with the community [11][6]. Keep your message short and always pair it with a visual.
Here are some ideas for posts that resonate with U.S. audiences:
Seasonal promotions: "Spring cleaning special! Get 20% off deep cleaning services through April 30th. Call (555) 123-4567 to book your appointment today."
Community involvement: "We’re proud to sponsor the Downtown Summer Festival this Saturday! Stop by our booth for free samples and a chance to win a $50 gift card."
Adding local references makes your posts more relatable. Mention U.S. holidays, local events, or well-known landmarks - like "Join us for our Memorial Day weekend barbecue special" or "Parking available during Main Street construction."
Timing also matters. Consider your local time zone and when your audience is most active online. For instance, a breakfast cafe might post about fresh pastries the night before, while a bar could promote happy hour specials in the late afternoon.
Finally, ensure every post has a clear call-to-action, such as "Call now," "Visit us today," "Learn more," or "Book online." Use Google My Business Insights to track engagement - like views, clicks, and customer actions - and refine your strategy based on what resonates most with your audience.
Monitor, Analyze, and Maintain Your Listing
Keeping your Google My Business profile in top shape isn’t a one-and-done task. It requires regular attention to ensure your information stays accurate and engaging. With tools like Google My Business Insights, you can track how well your listing performs and make the necessary updates to keep it relevant.
Use Google My Business Insights
Think of Google My Business Insights as your performance tracker. It gives you a detailed look at how customers interact with your listing. Key metrics include profile views, search queries, customer actions (like calls or website visits), and photo views[12]. For example, profile views show how often your listing appears in search results or on Google Maps. If views drop, it might be time to update your information.
Search queries reveal the keywords people use to find your business. This insight helps you fine-tune your description and categories to match what customers are searching for.
Customer actions also offer valuable clues. For instance, 56% of actions on GMB listings are website visits, 24% are direction requests, and 20% are direct calls[5]. If you notice a spike in direction requests after promoting a sale, you can link the increase to your update. On the flip side, a drop in website clicks might signal that your call-to-action needs tweaking or your website could use some attention.
Businesses that regularly update their GMB photos see 42% more requests for directions and 35% more website clicks[3].
Check your Insights at least once a month to identify trends or seasonal patterns. For instance, a bakery might notice more direction requests on weekend mornings, suggesting the perfect time to promote specials. If you spot a dip in performance, look into potential causes like outdated details, fewer posts, or negative reviews. Address these issues by refreshing photos, updating descriptions, or posting new offers. Encouraging happy customers to leave reviews can also help boost your profile’s performance.
Keep Information Current
Once your profile is verified and complete, staying up-to-date is key to maintaining customer trust and search visibility. Make updates immediately when changes occur - whether it’s your business hours, address, phone number, or services[12]. Even small inaccuracies can frustrate potential customers. Imagine someone driving to your location only to find you’re closed because your hours weren’t updated.
Take advantage of the "special hours" feature for temporary changes, like holiday schedules or renovations[12]. For example, a restaurant could highlight adjusted hours during Thanksgiving week, or a retail store might extend hours for holiday shopping. Just remember to reset these details when the special period ends.
Regularly review your service offerings and business description. If you’ve added new services or shifted focus, make sure your profile reflects those changes. For instance, a landscaping company that starts offering snow removal during winter should update its description to highlight year-round availability.
Perform a quarterly audit of your profile[12]. Check that your phone number works, your website loads correctly, and your address matches what customers see when they visit. Consistency across your website, social media, and other directories reinforces your reliability - not just with customers but also with Google’s search algorithm[4].
Don’t overlook smaller details like price ranges, payment methods, or accessibility features. If you’ve recently started accepting contactless payments or improved wheelchair accessibility, update these attributes so customers can make informed decisions.
Regular Maintenance Tips
Consistent updates, guided by Insights, keep your listing competitive and engaging. Here’s how to stay on top of things:
Monthly tasks:
Respond to new reviews
Upload fresh photos
Post updates about promotions or events
Quarterly audits:
Remove outdated services
Refresh business descriptions to reflect current offerings
Verify that categories and attributes still align with your business[12]
Seasonal updates:
Change your cover photo to match the season
Highlight seasonal services or products
Adjust your description to feature timely offerings[5]
For example, a tax preparation service might focus on its offerings from January through April, while a pool maintenance company could emphasize different services depending on the season.
Pay attention to patterns in customer feedback as part of your maintenance routine. If multiple reviews mention parking challenges, consider adding details about nearby parking options to your description or posts.
If you manage multiple locations, Google My Business’s dashboard allows you to maintain consistency across all locations while adding specific details like local hours or phone numbers[4].
For advanced maintenance, professional services like Big Drift Marketing can handle tasks like profile audits, review monitoring, and content updates. These services can save time and ensure your profile stays optimized while alerting you to any urgent issues[12].
Finally, track the impact of your efforts through Insights. Look for improvements in profile views, customer actions, or search query performance after making updates. This data-driven approach helps you understand which actions are driving results, keeping your business visible and engaging for local customers.
Conclusion: Key Takeaways for Google My Business Optimization
Optimizing your Google My Business profile is like setting up a digital storefront that works around the clock to attract local customers. By following the steps outlined, you can build trust, improve visibility, and drive meaningful results.
Each step in the process lays the groundwork for success. Start with the essentials and build from there. Claiming and verifying your profile gives you control, while completing every section with accurate details ensures your business stands out. Did you know that businesses with fully completed profiles are 2.7 times more likely to be seen as trustworthy and 70% more likely to attract visits from potential customers browsing online? Filling out your hours, contact info, and service areas can deliver quick, tangible benefits. And don’t underestimate the power of visuals - high-quality photos can make a lasting impression. Cover images, interior shots, and product photos all help showcase your business in the best possible light.
Responding to reviews shows you care about your customers. With 53% of people expecting a response to negative reviews within a week, your timely replies signal professionalism and a commitment to service.
Consistency is key. Keeping your business details uniform across all platforms not only builds customer trust but also helps search engines rank you higher in local searches, including the coveted local 3-pack.
Regular updates keep you ahead of the competition. Google My Business isn’t a one-and-done tool. Refreshing photos, updating hours, and making changes as needed helps keep your profile accurate and engaging. Businesses that stay on top of these updates are more likely to maintain strong visibility in local searches over time.
For those who want to simplify this process, professional services like Big Drift Marketing can handle ongoing optimization, monitor reviews, and manage updates strategically. This way, you can focus on running your business while ensuring your online presence remains effective and competitive.
Your Google My Business profile is often the first impression customers have of your business. By claiming your listing, enhancing it with visuals, engaging with reviews, and keeping it updated, you create a trustworthy and appealing experience that turns local searches into loyal customers.
FAQs
How do I keep my Google My Business profile information consistent across all platforms?
To keep things consistent, make sure your business name, address, and phone number (NAP) match exactly across all platforms - your website, social media profiles, and online directories. Even tiny differences, like abbreviations or formatting changes, can create confusion for both search engines and your audience.
It's also a good idea to regularly check your Google My Business profile and other listings. Update them whenever there are changes, like new business hours, phone numbers, or added services. Staying consistent not only helps search engines trust your information but also makes it easier for potential customers to find and rely on you.
How should I respond to positive and negative reviews on Google My Business?
Responding to reviews on Google My Business plays a huge role in shaping your online reputation and earning customer trust. When handling positive reviews, express genuine gratitude and, if possible, highlight something specific they mentioned. This adds a personal touch. For instance: "Thank you so much for your kind words! We're delighted you enjoyed [specific service/product]. Can't wait to see you again soon!"
For negative reviews, professionalism and empathy are key. Acknowledge their concerns, apologize sincerely, and offer a way to address the issue privately if necessary. For example: "We’re sorry to hear about your experience and truly value your feedback. Please contact us at [contact information] so we can work to resolve this for you." Thoughtful, respectful responses show that you’re listening and committed to enhancing customer satisfaction.
How often should I update photos and business details on my Google My Business profile to stay visible?
To keep your Google My Business profile visible and engaging, regular updates are key. Start with photos - adding fresh images at least once a month helps your page stay visually appealing and relevant. For business details like hours, address, or contact information, make updates immediately whenever something changes. This prevents any confusion for potential customers.
Frequent updates also let Google know your business is active, which can boost your local search rankings and draw in more customers. Set a reminder to review your profile every month to ensure everything is accurate and up-to-date.
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