How to do SEO for Google places

Google Places optimization—what most people now call Google Business Profile optimization—is fundamentally about controlling the information that appears when someone searches for a local business. Your clients' business information shows up in Google Maps, local search results, and the Knowledge Panel on the right side of search results. Getting this right is non-negotiable for agencies serving clients with physical locations.

Start by claiming and fully completing the Google Business Profile if it isn't already claimed. This means verifying ownership through whatever method Google offers (postcard, phone, or email depending on the business type). Once verified, fill out every single field completely: business name, address, phone number, website, hours of operation, categories, description, photos, and services offered. Don't skip fields thinking they're optional—Google rewards complete profiles with better visibility. Use the primary category that matches what the business actually does, then add 9 more relevant secondary categories. The description should be 750 characters and include location keywords naturally, but avoid keyword stuffing. For example, a plumber in Denver should mention "Denver plumbing services" and specific services like "emergency drain cleaning," not repeat "Denver plumber" five times. Add multiple high-quality photos—the storefront, interior, team members, recent projects, and your products or services. Google heavily favors profiles with regular photo updates, so recommend clients add new images monthly.

The second critical component is reviews and responses. Reviews are a ranking factor for Google Places visibility. Encourage clients to actively request reviews from customers through follow-up emails, text messages, or in-person requests. More importantly, respond to every review—positive and negative. Negative review responses should be professional, offer to solve the problem offline, and demonstrate you care about service quality. This visible engagement signals to potential customers and to Google that the business is active and responsive. Posts also help. Google allows businesses to publish updates similar to social media, and these get decent visibility in search results. Use posts to announce promotions, new services, or events, and update them weekly or at least monthly.

Finally, ensure your client's website matches their Google Business Profile exactly. Inconsistent business names, addresses, or phone numbers across the web hurt local rankings. Build internal links from your client's website to relevant local pages, maintain fresh local content addressing neighborhood-specific questions, and encourage local backlinks from community organizations or local news sources. These elements work together to improve local search visibility.