How to Use Google Business Profile Features to Boost Local SEO Signals

Google Business Profile (GBP), formerly known as Google My Business, is a free business listing that appears on Google Search and Maps. Think of it as your digital storefront sign: it tells people who you are, where you are, and how to reach you. 

For small and local businesses, it’s one of the most reliable ways to get discovered by nearby customers. Even if you’ve never optimized a listing before, this guide will walk you through practical steps you can do yourself. 

And yes, we’ll keep the setup simple while showing how it supports local SEO services without any technical jargon.

Laying the Right Foundation With Your Profile

Start by getting the essentials right. A well-built profile unlocks visibility features, prevents confusion for customers, and provides Google with the clear signals it needs to display your business in relevant local searches.

• Verify Your Business: Verification proves to Google that you’re the real owner, which unlocks editing, insights, reviews, messaging, and post features. The method can be a postcard, phone, email, or video; choose whichever Google offers and complete it promptly. Until you verify, many profile features are limited or hidden from searchers. Treat verification as the first step, not an afterthought.
• Keep NAP Consistent (Name, Address, Phone): Your business name, street address, and phone number should match exactly everywhere, GBP, your website, Facebook, and online directories. Even slight differences (like “Ste.” vs “Suite”) can create doubt and weaken your local signals. Pick a single, precise format and use it across all listings. This accuracy validates your business information and helps Google confidently display it to searchers. 
• Select Accurate Categories: Choose a precise primary category that accurately describes your main offering, then add secondary categories for any additional services you provide. The primary category influences which searches you’re eligible to appear in, so accuracy matters more than trying to be broad. Use secondary categories sparingly to avoid diluting your primary focus. For example, a digital marketing agency might use “Marketing agency” as its primary term and add “Advertising agency” if it truly reflects the services offered.

• Write a Clear Description: Use plain language to explain who you help, what you offer, and what makes you different. Avoid buzzwords. Include a couple of natural, location-aware phrases (like neighborhoods or service areas), but don’t stuff keywords. Aim for a short first sentence that works as your “elevator pitch,” followed by one or two lines of specifics. Keep it readable so customers immediately understand why they should choose you.

• Set and Update Business Hours: Accurate hours reduce missed calls, wasted trips, and negative reviews from frustrated customers. Add holiday hours and one-off changes (such as storms or special events) so Google displays the correct times in real-time. If you offer different hours for pickup, delivery, or appointments, set those fields separately. Keeping your hours consistent across platforms helps customers rely on accurate information and increases your visibility in “open now” searches.

Using GBP Features That Strengthen Local SEO

Once your Google Business Profile is set up, the next step is learning how to use its built-in features. 

These tools help your business appear more frequently in search results and make your profile more appealing to potential customers.

Showcase Products and Services Clearly

Adding your products and services directly into GBP ensures both Google and customers know exactly what you provide. This enhances visibility while also clarifying what your business has to offer.

• List services in detail: Writing out your primary services gives customers clarity before they even visit your site. It removes uncertainty about what you provide and makes your profile more helpful. Precise service details also provide Google with stronger signals on how to match your listing with local searches. 
• Use structured menus or catalogs: Adding structured menus or product categories makes it easier for people to browse your offerings quickly. It creates a smooth experience that encourages users to explore your business. Google also uses this structure to connect your profile with relevant searches more effectively. 
• Highlight specialties: Showcasing unique or seasonal items helps you stand out from competitors who only list basics. It demonstrates variety and makes your profile more appealing to specific customer needs. This level of detail increases your chances of being chosen when people compare options. 

Post Updates That Keep Your Business Visible

The Posts feature works like a mini-newsfeed for your business, letting you share updates directly in search results. Regular activity here shows both Google and your audience that your business is active and engaged.

• Promote current events or specials: Sharing sales, events, or time-limited offers makes your profile look active and engaging. Customers are more likely to take action when they see something timely. Regular promotions also signal to Google that your business is continuously updating its content. 
• Share useful tips or insights: Posting short, concise tips or advice related to your industry demonstrates expertise without overwhelming readers. Customers value businesses that give them something helpful for free. These posts can also encourage repeat visits to your profile. 
• Maintain consistent content: Publishing on a regular schedule helps establish trust with both customers and search engines. It reassures people that your business is reliable and open for interaction. Google favors profiles that stay consistently active, rewarding those regular updates with better visibility in search results.

Build Trust With Reviews and Responses

Reviews are one of the strongest trust signals on your profile, and how you handle them matters just as much as how many you get. Encouraging feedback and replying to it boosts your credibility and supports SEO.

• Ask satisfied customers for reviews: Simple reminders after a purchase can increase the number of positive reviews on your profile. A steady flow of feedback strengthens your reputation with both new and existing customers, as well as with Google. More reviews often lead to higher visibility in local search results. 
• Reply to all reviews, good or bad: Responding shows that you value customer feedback and are committed to improvement. It reassures future customers that they will be heard if they engage with your business. Even polite responses to criticism can turn a negative impression into a more balanced one. 
• Use reviews to naturally incorporate keywords: Customers often describe your services in their own words, which become additional signals for search engines. This helps your profile appear in more types of searches without you needing to adjust your own text. The natural phrasing from real people carries more weight than forced keywords, making it especially valuable for industries like ecommerce SEO, where customer trust strongly influences visibility.

Add Photos and Videos to Attract Clicks

People make decisions quickly when browsing online, and visuals often play the most significant role. Photos and videos make your listing more appealing and help you stand out in competitive results.

• Showcase your location and staff: Photos of your storefront, team, or workspace make your business feel approachable and honest. Customers often want to know what to expect before visiting in person. Familiar visuals build comfort and can encourage them to choose you over others. 
• Highlight products or services in action: Showing meals, projects, or services being delivered gives customers a clear idea of what they can expect. These visuals often answer questions better than text alone. People are more likely to click and call when they see proof of what you offer. 
• Keep visuals updated: Outdated or low-quality images can give the impression that your business is neglected. Uploading fresh, professional photos signals that you’re active and detail-oriented. Consistent updates also improve engagement and ranking in Google Maps, a factor any SEO company would emphasize when building a local visibility strategy.

Enable Messaging and Q&A for Quick Answers

Direct communication options make your business more approachable and trustworthy. Messaging and Q&A also reduce the friction that might prevent someone from becoming a customer.

• Turn on messaging: Allowing direct messages gives customers a simple way to connect without leaving your profile. Quick responses often lead to faster conversions because they reduce the time spent waiting. This feature can be especially valuable for small businesses that rely on personal communication. 
• Monitor Q&A regularly: Potential customers often post public questions when they need more details before making a decision. Clear answers show that your business is attentive and helpful. Leaving questions unanswered can create doubt and prompt customers to switch to competitors. 
• Use responses to clarify details: Addressing common concerns, such as pricing or availability, removes barriers to purchase. Transparency makes your business more approachable and removes friction from the customer journey, helping people make quicker, more confident decisions. These answers also remain visible for future users who have the same questions. 

How Do I Use Google My Business to Boost Content and SEO?

Google Business Profile (formerly Google My Business) isn’t just a listing; it’s a tool that can strengthen your content strategy and improve SEO. When used correctly, it connects your updates, reviews, and services directly to the way people search.

• Support your content strategy: GBP Posts let you share blog posts, promotions, or seasonal updates that link back to your website. These links provide a seamless path for users to explore your content in more detail. Over time, this cross-linking boosts visibility and brings more traffic directly to your site. 
• Earn more keywords in search: Descriptions, services, and even customer reviews often include keywords naturally. These additional terms expand the range of searches in which your profile can appear without you having to initiate them. The result is more substantial alignment between what people type into Google and what your business offers. 
• Connect SEO and local signals: Regular activity and updates signal to Google that your business is active and locally relevant, boosting your visibility in local search results. 

Make GBP Part of Your SEO Strategy

Google Business Profile is more than a digital listing; it’s a bridge between your local visibility and your broader SEO goals. At The Ad Firm, we help businesses optimize their profiles to drive traffic, improve rankings, and build trust with local audiences. 

If you’re ready to connect content, SEO, and local signals into one strategy, contact The Ad Firm today and see how we can put your GBP to work for your growth.

Read Also: Google Reviews: Why They Matter to Local SEO and How to Grow Them