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Google Business: How to Optimize Your Listing & Get More Customers

You've set up your Google Business profile - great! You're well on your way to better rankings when people search for your products and services online. Here are next steps to ensure that Google Business has all the info it needs about your business.

How to Optimize Your Google Business Profile

Google determines local search ranking based on three factors:

  • Relevance: How well your Google My Business listing matches a search

  • Distance: How far your location is from the search or searcher

  • Prominence: How well-known your business is (based on factors like links, number of reviews, review score, and SEO)

Here are some steps you can take to maximize your score for all three factors.


1. Complete all elements of your profile

Customers are 2.7 times more likely to consider your business reputable if you have a complete Google Business Profile. They’re also 70% more likely to actually visit your location.

Google specifically says that

“businesses with complete and accurate information are easier to match with the right searches.” This improves your score for relevance. The key here is to tell Google visitors “what you do, where you are, and when they can visit.”

If your business hours change around holidays or seasons, make sure to keep them up to date.


2. Verify your location(s)

Verified business locations are “more likely to show in local search results across Google products, like Maps and Search.” Including a verified location also helps improve your score for the distance ranking factor.

If you skipped over verifying your location in the account creation steps above, request your verification postcard now at


3. Add real images and videos of your business

Your Google Business Profile includes a logo and cover photo. Use images consistent with those on your social profiles to make it easier for people to recognize your brand.

But don’t stop there. Add images and videos to showcase your location, work environment, and team.

If you run a restaurant, post pictures of your meals, menus, and dining room. Make sure they look appetizing, professional, and aren’t low res. According to Google, businesses with photos receive more requests for directions and more clicks through to their websites.

How to add or edit photos to your profile on Google:

  1. From the dashboard, click on Photos in the left menu.

  2. Start by adding your logo and cover photo. You can upload an image, choose one from your Business Profile albums, or choose a photo in which your business is tagged.

  3. To add more photos, click At Work or Team in the top menu of the photos page.

  4. To add videos, click the Video tab at the top of the photos page.


4. Include keywords in your profile

Using the right keywords will improve relevance. Not sure where to start? Try Google Trends or Keyword Planner.

Google Analytics and social monitoring tools can also help you uncover terms people use to search for your business. Incorporate them in a natural way into your business description. Don’t stuff keywords or use irrelevant ones – this can actually hurt your search ranking.


5. Encourage and answer reviews and questions