Everyone has experienced looking for a coffee shop during a lunch break or needing a nearby mechanic after a flat tire. In these situations, you pull out your phone, type “best [service] in [city],” and immediately get a list of options.
A local search connects consumers with businesses right in their community. It dominates 2025, especially with mobile devices in nearly every pocket and voice searches on the rise. In fact, 46% of all searches have local intent, and 76% of those who search for something “near me” visit a business within a day.
One of the most effective tools for tapping into this huge opportunity is your Google Business Profile, formerly Google My Business. What is it, and how do you make the most of it?
A Google Business Profile is a free listing in Google Search and Maps when a user looks for a service or product. It allows them to get key information when deciding where to go or what to buy.
From a local SEO perspective, your Google Business Profile boosts your online visibility. It displays you in the coveted local pack, the top three listings you often see beneath a map. Ultimately, it fosters customer trust, enabling you to turn browsers into buyers.
If the goal is to be high up in local search results, you must keep the three main factors that Google uses to determine your ranking:
Your Google Business Profile is not a magical marketing solution; you must build it with consistency and attention to detail. Use this checklist to get started.
Fill out every section of your profile, including the following:
Add relevant attributes like “women-led,” “wheelchair accessible,” or “outdoor seating” to help users see a more complete picture of your business.
Sprinkle local and industry-specific keywords throughout your descriptions and posts. For example, if you’re a spa in Bellevue, Washington, phrases like “Bellevue spa” or “Washington massage” can put you out there. Use tools like Google Keyword Planner to identify high-performing local keywords.
Your business information is only valuable if it is correct and up-to-date. As such, always check the sections and keep them current, especially during holidays or after adding new offerings. Make sure all the details are consistent, too, from your Google Business Profile to your website and other directories.
If a picture is worth a thousand words, a picture in Google Business Profile is worth a thousand clicks. Feel free to post photos and videos of your storefront, products, team, and events! Keep in mind that Google favors active profiles, so update visuals regularly.
Ask customers to leave a review, and make it a habit to respond to all. Every piece of feedback is a huge trust factor, and every reply shows you care about the people you serve. Use relevant keywords and be professional and courteous, especially when handling negative comments.
Google posts let you share announcements, promotions, and events in your profile. There is also a Q&A section where you can address common questions. Monitor these sections to ensure you are on top of customer inquiries.
If you have the resources, let your customers contact you directly by enabling the messaging feature! Direct booking or ordering is also possible if you offer appointments, food delivery, or product orders.
Your Google Business Profile is crucial for local search results. Still, your website should be a big part of your local SEO efforts. It should be mobile-friendly and quick to load. Use the exact local keywords in your Google Business Profile for titles, meta descriptions, headers, and body content. If you have multiple service areas, create dedicated pages for each.
Google turns to other websites to validate your business information. Besides completing your Google Business Profile, list on directories like Yelp, Bing Places, and Apple Maps with consistent NAP. Earn local backlinks from trusted sources like community organizations, news sites, and business associations as well.
Once you optimize your Google Business Profile, track how people find you, where they come from, and what actions they take through the Performance feature. Leverage every insight and tweak your strategy to improve your local search presence.
Any error can hurt your local search rankings. Try your best not to make the following slip-ups:
Leading in local search starts with a complete, correct, and engaging Google Business Profile. Give it ongoing attention and regular updates, and watch it drive online and in-person traffic.
Ready to boost your local visibility and attract more customers? Let Connection Model help you optimize your Google Business Profile and master local SEO.
Contact us today for a free local visibility consultation and start dominating your neighborhood search results!