When someone searches "dentist near me" or "pest control Orlando", the first thing they often see is a Google Business Profile. It is often the first place customers meet your business online, with your reviews, hours, photos, phone number and directions.
A thin or outdated profile sends searchers to the next listing. Below is the order we use for Google Business Profile optimization, with each step checked against Google's own rules.
How Google ranks Business Profiles
Google says local search results depend mainly on three factors.
- Relevance. How closely your profile fits what someone searched. Complete, detailed information helps Google judge it.
- Distance. How far your business is from users searching. Google estimates their location when they don't name one.
- Prominence. How well known your business is. Links to your business, reviews and ratings all count.
You can't move your office, so profile optimization works on relevance and prominence. Every step below improves one or both.
1. Fix your name, address, phone and hours
Start with the basics, because errors here can get a listing suspended. Google's guidelines set clear rules.
- Name. Use the name customers see on your signs and stationery. Adding keywords or a city breaks the rules.
- Address or service area. Keep it accurate and precise. A service-area business hides its address and lists the areas it serves.
- Phone. Use a local number under your direct control, not a call center or a number that redirects elsewhere.
- Hours. Keep regular and holiday hours current, since customers rely on them before they visit.
Google also allows only one profile per business. Duplicates cause problems with how your information appears on Google Maps and Search, so request removal of any extras.
2. Choose the right categories
Categories tell Google what your business is. Your primary category matters most, because it describes your core business.
Google asks you to use as few categories as possible and to make them specific. Don't use categories as keywords or to describe features of the business. A dental office might choose "Dentist" as primary and add "Cosmetic dentist" only if that service makes up a real share of its work.
Check competitors that rank well in your area for ideas, but pick only categories that fit your business.
3. Write the description and add services
The description field allows up to 750 characters. Use it for the services and products you offer, the areas you serve and what sets the business apart.
Google bans links in the description and doesn't allow it to focus on sales, prices or promotions. Write it for customers, in plain language, with the main services named the way people search for them.
Then list each service in the services section, and include products if you sell them. For example, a plumber might list drain cleaning, water heater repair and leak detection as separate services. Detailed services give Google more information to match your profile with relevant searches. A shop can also upload its main products with photos and prices.
4. Add real photos and videos
Photos show potential customers your work and give them a reason to trust you before they call. Add a logo, a cover photo and real images of your team, your work and your location. Exterior photos help customers recognize the building on arrival.
| Media | Google's guidelines |
|---|---|
| Photos | JPG or PNG, 10 KB to 5 MB, 720 by 720 pixels recommended |
| Videos | Up to 30 seconds, up to 75 MB, 720p or higher |
Add new photos regularly, such as a finished job, a new team member or a seasonal display. Skip stock images, since customers can tell.
5. Get reviews and reply to every one
Reviews feed prominence. Google notes that a higher review count and good ratings can lift your local ranking. Ask every happy customer, and make it easy with the review link or QR code from your profile.
Google's content policy sets firm limits on how you ask.
- No incentives. Don't offer payment, discounts or free services for a review or for removing a bad one.
- No filtering. Don't ask only happy customers, and don't discourage negative reviews.
- No pressure. Don't require reviews on your premises or ask customers to include specific content.
Respond to every review, good or bad, and keep replies short. Google advises never sharing a reviewer's private information. In health care and legal work, never confirm someone is a patient or client in a reply.
6. Post updates and offers
Business Profile posts can share updates, offers and events. They appear in the Updates or Overview tabs of your profile on Search and Maps.
Post when you have something worth sharing, such as a seasonal service, a real offer or an event at your location. A post with a photo and a clear next step works better than filler.
7. Track performance and keep the profile current
Google's performance report reveals how customers find and use your profile. Review it every month.
| Metric | What it tells you |
|---|---|
| Searches | The search terms people used to find your profile, updated monthly |
| Views | How many people viewed your profile on Search and Maps |
| Calls, website clicks, directions | The actions that turn into leads and visits |
| Bookings and messages | Completed bookings through a booking provider, and conversations |
Put UTM tags on your website link so Google Analytics can separate profile visits from other search traffic. Google's Campaign URL Builder tool creates them. Check the profile every few weeks for edits suggested by Google or the public, and correct anything wrong.
Optimizing your Google Business Profile is one part of a wider local strategy. Our Google Business Profile management costs $700 per location, and our local SEO team ties the profile to your website.