Optimize Google My Business with these 13 tips

Google My Business, now known as Google Business Profile (GBP), is a free tool from Google that allows companies to actively manage their presence in Google Search and on Google Maps.

Such an entry shows key information such as address, opening hours, telephone number, website, photos and reviews - directly where users search for local offers. This makes the business profile an essential component of local search engine optimization: it increases local visibility and makes it easier for potential customers to contact your business.

In November 2021, the tool was not only renamed, but also expanded to include functions that enable direct interaction with the target group - for example via posts, news or frequently asked questions. Today, an optimized Google business listing is essential if you want to be found online and grow locally.

The Google My Business entry enables companies to present their most important information directly in Google Search and on Google Maps.

The aim is to inform potential customers about your company quickly, reliably and attractively - at the exact moment when they are actively looking for a suitable offer in your area. At the same time, the tool offers functions for interaction, e.g. via reviews, questions and answers or posts.

Before you can optimize your Google business profile, you must ensure that you have claimed ownership and verified the profile. This is the only way to gain full access to all functions such as reviews, posts or statistics - and at the same time ensure more trust and authority with Google and interested parties.

How to proceed:
Company already listed?
Search for your company name on Google Maps or in Google Search. If a listing exists, click on "Owner of this business?" to claim the profile. Follow the verification process - usually by postcard with code, less often by phone or email.

No entry yet?
Go to business.google.com and click on "Get started now". Enter all relevant company data such as company name, address, sector and contact details. The verification process will then begin to confirm your details.

Important: Only verified companies are able to maintain their profile, respond to reviews and publish posts. Google also classifies verified profiles as more credible - a real advantage for your local visibility.

Google My Business optimization is crucial for local visibility. Make sure that the company name, address and telephone number (NAP company data) are correct and consistent - both on your website and in online business directories. Only use the official company name, no additions or keywords. Include a contactable phone number, a valid website URL and a business email address. Opening hours - including special opening hours - should always be checked and updated to avoid misunderstandings.

For companies that provide services at the customer's location, it is important to define a catchment area in the profile. Since a Google update in 2019, the catchment area can no longer be defined by radius - only specific locations such as cities or districts are permitted. The catchment area is visible in the profile, but the address remains hidden. A real address is still required, for example for verification purposes. The catchment area tells Google in which regions services are offered - this improves local findability and creates clarity for interested parties.

Regular profile checks and Google My Business optimizations are essential, as Google can also automatically adopt suggested changes from third parties. An incomplete or outdated profile - including an unclearly defined catchment area - looks unprofessional and significantly reduces visibility.

Meaningful, visual content is crucial for the first impression - and an important factor for Google My Business optimization.

Regularly upload authentic, high-quality images - e.g. of outdoor and indoor areas, products, services or your team. Pay attention to good lighting, sharpness and naturalness. Avoid stock photos - Google prefers real impressions.

Short videos (max. 30 seconds) - such as a tour or a personal welcome - can also enhance your profile. Make sure your content is up to date and delete outdated content.

Tip: As users can also upload their own images, use professional images to ensure that your company makes the best impression.

Choosing the right main category is crucial for the visibility of your Google business profile. It shows Google which industry you are active in - and determines which search queries your company is displayed for. Therefore, for good Google My Business SEO, choose a category that is as specific as possible and precisely describes your offering.

In addition to the main category, additional categories help to make other services visible - e.g. a dentist can also specify "orthodontics". Make sure you only use categories that really fit to avoid misunderstandings.

Also add relevant attributes such as "barrier-free", "contactless payment" or "online appointments". This additional information improves the user experience and strengthens your position in the local search results.

You can use the "Products" and "Services" sections in your Google company profile to list exactly what you offer - with a description, price and, if applicable, a link to your website. This section generates clarity, especially if your company name is not self-explanatory.

For example, a hairdresser could enter "haircut", "coloring" and "styling", a car repair store "inspection" or "brake service". This increases your visibility for relevant search queries and helps prospective customers to see what they can expect directly in the profile - also an advantage on mobile devices.

Tip: Always ensure that your Google My Business optimization is up-to-date and use this area specifically to present your offer prominently.

The Q&A module in your Google company profile works like a public FAQ. Searchers can ask questions there - and both you and other users can answer them. Many companies overlook this feature when optimizing Google My Business, but it offers great potential to leave a trustworthy impression.

Answer new questions promptly, factually and helpfully. Even better: post common questions yourself (e.g. about prices, services or parking options) - ideally via a private Google account - and answer them directly. This will take the wind out of potential customers' sails.

Tip: Avoid promotional phrases and focus on honest, informative answers. Every good answer makes your profile more valuable - for Google and for your target group.

Make it easier for potential customers to take the next step by activating direct booking or reservation functions in your Google business profile. Depending on the industry, this can be an online appointment, table reservation, service booking or product pre-order, for example.

Google works together with various partner services here (e.g. Booksy, Treatwell, OpenTable). As soon as the integration is active, a clearly visible "Book now" button appears in the profile - particularly helpful for mobile searchers who want to act immediately. When optimizing Google My Business, always make sure that all links work properly.

The Google company profile offers you valuable data on the performance of your entry in the "Statistics" (Insights) section. Here you can see, for example

• How searchers come across your company profile (directly, via main categories or services)
• Which actions were carried out (website visits, calls, directions)
• Which photos or posts were viewed particularly frequently

By regularly evaluating these key figures, you can see what is working well - and where there is potential for Google My Business optimization. You can use these findings to adjust content, optimize opening hours or publish new posts in a targeted manner.

If you operate several business locations, you should create a separate Google business profile for each branch - with individual addresses, opening hours, contact details and categories. This will ensure that new customers can find the nearest business location and receive precise information.

Use the Google business profile dashboard for central administration or - if you have a large number of business locations - the bulk upload via spreadsheet. When optimizing Google My Business, pay attention to consistency in brand presence and texts, but adapt local features individually.

• Maintain listings & business directories consistently: Be sure to maintain consistent business data across all platforms (e.g. Yelp, Yellow Pages, Facebook). Even if Google dominates, other online business listings should not be neglected. Consistent entries strengthen your presence and relevance. Such mentions (so-called “citations”) are an important ranking factor - the more frequently and consistently they appear, the better for your local visibility.

• Build local backlinks & mentions: Backlinks (links) and mentions from regional sites strengthen your local authority.

• Create your own local landing pages: An optimized subpage with local relevance for each store or service.