How to improve SEO on Google business

Your Google Business Profile (GBP) is now one of your most important local SEO assets, often ranking above your website for local searches. The ranking signals Google uses here differ from traditional SEO, so you need a different optimization approach.

Start with completeness and accuracy. Google's algorithm heavily weights how fully you've filled out your profile. This means adding all business categories (pick your primary category and up to nine secondary ones that genuinely describe your service), writing a compelling business description that includes relevant keywords naturally, uploading high-quality photos regularly, adding your service areas if you're service-based, and ensuring your hours, phone number, and address match exactly across the web. Many profiles lose ranking points simply because their phone number differs between GBP and their website. Add attributes that are relevant to your business—for dentists, this might be "accepts new patients" or "offers teeth whitening." These seem minor but Google uses them for relevance scoring when people search with specific intent.

Next, build review velocity and management into your monthly process. Google's algorithm considers review quantity, recency, and velocity (how many you're getting each month). Agencies should set up systems to request reviews from clients after projects complete, and designers should ask happy clients to leave feedback. Respond to every review—positive and negative—within a day or two. This signals to Google that you're an active, engaged business. Negative reviews actually help your profile if you respond thoughtfully, as it demonstrates legitimacy and customer care. Aim for consistent monthly reviews rather than sporadic bursts.

Finally, use your GBP as a content hub. Add posts regularly (Google favors activity), respond promptly to customer questions in the Q&A section, and link your website pages from your GBP description when relevant. If you do local events or promotions, post them here. Keep your business information updated when anything changes. Google rewards profiles that are actively maintained and look current. The ranking algorithm here prioritizes distance, prominence (review signals and online presence), and relevance, so while you can't control distance, you can absolutely control the other two through consistent profile management and strategic keyword placement in your business description.