Go Beyond the Basics
Every agency knows to fill out the business name, address, phone, hours, and categories on Google Business Profile. That is table stakes. The agencies winning in local search are doing more - and the extra effort compounds over time.
1. Use All 10 Category Slots Strategically
Google allows up to 10 categories per listing. Most businesses use 2-3. Research every relevant category using tools that show which categories competitors are using. The primary category has the most impact, but secondary categories expand the queries you can appear for.
2. Write a Keyword-Rich Description (750 Characters)
The business description does not directly influence rankings, but it does influence click-through rates from the local pack. Front-load the most important services and locations. Write for humans first, but naturally include the terms people search for.
3. Post Weekly with Google Posts
Google Posts signal activity and freshness. Post at least once per week with updates, offers, or event announcements. Include a call-to-action and a relevant image. Posts expire after 7 days for updates and 6 months for events, so consistency matters.
4. Build a Complete Q&A Section
The Q&A section is user-generated, but you can seed it yourself. Add 10-15 common questions and answers covering services, pricing, availability, and service areas. This occupies more real estate in the listing and addresses buyer objections before they contact the business.
5. Request and Respond to Every Review
Reviews are the single most impactful GBP signal for local rankings. Build a systematic review generation process: send a follow-up email or text after service completion with a direct link to the review form. Respond to every review within 24-48 hours - positive and negative. Use the response to naturally mention services and locations.
6. Upload Geotagged Photos Monthly
Google reads EXIF data from photos. Upload photos taken at the business location with GPS data intact. Include photos of the team, completed work, the storefront, and the service area. Aim for 5-10 new photos per month. Businesses with more than 100 photos get 520% more calls than average.
7. Add Products and Services with Descriptions
The Products and Services sections let you create individual entries with names, descriptions, and prices. Each entry is another opportunity to rank for specific service terms. Write unique descriptions for each - do not copy from your website.
8. Enable Messaging and Booking
Listings with messaging and booking enabled get priority in some search results. Even if the business prefers phone calls, having these features active signals to Google that the listing is fully optimized and customer-ready.
9. Audit and Fix NAP Consistency Monthly
Your GBP data should match your website, citations, and social profiles exactly. Run a monthly check to ensure nothing has drifted. Google sometimes auto-suggests edits from user reports or scraped data that can introduce errors.
10. Track Performance with GBP Insights
Monitor search queries, photo views, direction requests, calls, and website clicks monthly. Identify which queries drive the most actions and optimize content around those terms. Report these metrics to clients alongside ranking data to show the full picture of local visibility.