Why Your Google Business Profile Matters

Your Google Business Profile (formerly Google My Business) is one of the most powerful tools for local businesses. When potential customers search for services like yours on Google or Google Maps, an optimized profile can mean the difference between appearing at the top of search results or being invisible to local searchers.

In fact, 46% of all Google searches have local intent, and businesses with complete and optimized Google Business Profiles are 70% more likely to attract location visits and 50% more likely to lead to purchases.

This guide will show you how to optimize your profile using three powerful strategies: strategic keywords, regular updates, and compelling offers.

Google business profile optimization infographic

Strategy #1: Optimizing with Keywords

1. Business Description (750 characters maximum)

Your business description should naturally include:

• Your primary services or products
• Your service area or neighborhood
• What makes your business unique

Example for a plumber:

"ABC Plumbing provides emergency plumbing services, water heater repair, and drain cleaning to homeowners and businesses in downtown Portland. With over 15 years of experience, our licensed plumbers offer same-day service, upfront pricing, and a satisfaction guarantee."

Notice how this includes keywords like "emergency plumbing," "water heater repair," "drain cleaning," and "Portland" while still reading naturally.

2. Services Section

Add all services you offer, using the exact terms customers search for:

• Use specific service names, not generic terms
• Include location-based variations when relevant
• Add detailed descriptions for each service (300 characters each)

Example: Instead of just "Plumbing," list:

• Emergency Plumbing Repair
• Water Heater Installation
• Drain Cleaning & Unclogging
• Leak Detection Services
• Bathroom Remodeling

3. Products Section (if applicable)

For retail businesses, add individual products with:

• Descriptive names
• Competitive pricing
• High-quality photos

Keyword Best Practices:

✅ DO:

• Use natural language that customers would actually use
• Include location-based keywords (neighborhood, city, region)
• Focus on services you actually provide
• Update keywords seasonally if your business changes offerings

❌ DON'T:

• Stuff keywords unnaturally into descriptions
• Add services you don't actually offer
• Use excessive capitalization or special characters
• Copy competitors' descriptions word-for-word

Strategy #2: Google Posts (Updates)

1. What's New Posts Share general updates about your business:

• New services or products launched
• Award recognitions or certifications earned
• Business expansion or new locations
• Community involvement

Example:

"We're excited to announce our new eco-friendly HVAC systems! Schedule a consultation to learn how you can save up to 40% on energy bills while reducing your carbon footprint. 🌱"

2. Event Posts Promote upcoming events:

• Open houses or grand openings
• Workshops or classes
• Seasonal events
• Community participation

Example:

"Join us for our Spring Home Maintenance Workshop on April 15th at 10 AM! Learn essential tips for preparing your home's plumbing for warmer weather. Free coffee and donuts! RSVP today."

3. Offer Posts Highlight special promotions:

• Limited-time discounts
• Seasonal specials
• New customer incentives
• Package deals

Example:

"New Customer Special: 20% off your first service call! Valid through March 31st. Book now and experience the quality that's earned us 200+ five-star reviews."

4. Product Posts Showcase specific products (retail businesses):

• New arrivals
• Best-sellers
• Featured products
• Product bundles

Google Posts Best Practices:

Post regularly: Aim for at least 1-2 posts per week
Include images: Posts with photos get 60% more engagement
Add call-to-action buttons: "Learn More," "Book Now," "Sign Up," "Call Now"
Keep it concise: 100-300 words is ideal
Use relevant hashtags: 1-3 hashtags maximum

Note: Google Posts expire after 7 days (or on the event/offer end date), so regular posting is essential to maintain visibility.

Strategy #3: Creating Compelling Offers

1. Choose Your Offer Type:

• Percentage discount (e.g., "20% off")
• Dollar amount discount (e.g., "$50 off")
• Free item or service (e.g., "Free consultation")
• BOGO deals (e.g., "Buy one, get one free")

2. Set Clear Terms:

• Start and end dates: Create urgency with limited-time offers
• Redemption code: Optional promo code customers can use
• Terms and conditions: Any restrictions or limitations
• Link to landing page: Direct customers where to redeem

3. Make It Actionable:

Include a strong call-to-action button:

• "Get Offer"
• "Buy Now"
• "Redeem Offer"
• "Book Now"

Example Offer:

Spring Tune-Up Special

Get your HVAC system ready for summer! Complete system inspection and tune-up for just $79 (regular $129).

✓ 23-point inspection ✓ Filter replacement included ✓ Priority scheduling

Valid: March 1-31, 2026 Use code: SPRING2026

[Book Now]

Offer Best Practices:

Create urgency: Limited-time offers perform better

Measuring Your Optimization Success

• Discovery searches: How customers find your listing
• Direct searches: Customers searching for your business name specifically
• Branded vs. non-branded: Shows if your keyword optimization is working

Customer Actions:

• Website clicks: Are customers visiting your site?
• Direction requests: Are they coming to your location?
• Phone calls: Are they calling you directly from Google?

Engagement:

• Photo views: Are customers viewing your photos?
• Post views: Are your updates being seen?
• Offer redemptions: Are promotions driving action?

Your Digital Marketing Manager receives monthly reports on these metrics and will discuss them during your monthly strategy appointments.

Optimization Schedule: Stay Consistent

• Publish 1-2 Google Posts (What's New, Events, or Products)
• Respond to any new reviews
• Check for and answer new Questions & Answers

Monthly:

• Create at least 1 Offer post
• Update seasonal photos
• Review and refresh your business description if services change
• Analyze performance metrics with your Digital Marketing Manager

Quarterly:

• Audit all services listed for accuracy
• Update business hours for seasonal changes
• Refresh attributes (payment methods, amenities, accessibility)

Annually:

• Complete profile audit
• Update business description with new achievements
• Refresh all photos with current imagery

Common Optimization Mistakes to Avoid

❌ Using low-quality photos Blurry, dark, or unprofessional photos hurt your credibility

❌ Inconsistent business information Your NAP (Name, Address, Phone) must match across all platforms

❌ Ignoring negative reviews Unaddressed negative reviews signal poor customer service

❌ Setting and forgetting Profiles that aren't regularly updated rank lower in search results

How Apex Media Solutions Helps

1.  Conducts initial keyword research specific to your industry and location
   
2.  Optimizes your profile structure and content
   
3.  Monitors your profile for unauthorized edits or spam
   
4.  Provides monthly content suggestions for posts and offers
   
5.  Tracks ranking improvements and customer engagement 
   
6. Responds to reviews on your behalf (if you've enrolled in Reputation Management)
   

Your Digital Marketing Manager will work with you to develop a customized posting schedule and offer strategy that aligns with your business goals and seasonal opportunities.

Ready to Take It Further?

⭐ Reputation Management Program: Automate review generation and never miss an opportunity to showcase happy customers

📱 Social Media Management: Extend your reach beyond Google with coordinated posts across Facebook, Instagram, and more

🌐 Website Optimization: Ensure visitors from your Google profile convert into paying customers

Talk to your Digital Marketing Manager about which services make sense for your business growth goals.

Need Help?

Your success is our success. Let's make your business impossible to miss!