Google My Business optimization — now officially called Google Business Profile — is the single highest-return local marketing activity available to small businesses. It is free, it directly affects where you appear in Google Maps and local search results, and most businesses are doing it poorly, which means the opportunity for businesses that do it well is significant.
This guide covers everything you need to know: claiming and verifying your profile, optimizing each section, managing reviews, and the ongoing activities that keep your profile performing over time.
What Google My Business Optimization Actually Means
Having a Google Business Profile is not enough. Every business in your category has one. The businesses that appear in Google's local three-pack — the prominent map-and-listing block that appears at the top of local search results — are not there by accident. They have optimized profiles, consistent reviews, and ongoing activity.
Google evaluates local profiles based on three factors: relevance (does your business match what the searcher is looking for?), distance (how close is your business to the searcher?), and prominence (how well-known and trusted is your business, online and offline?). You can improve all three through deliberate optimization.
For small businesses in Frederick, MD and surrounding areas, this is particularly important because local search captures high-intent buyers. Someone searching "plumber near me" or "digital marketing agency Frederick MD" is ready to hire, not just browsing.
Claiming and Verifying Your Google Business Profile
If you have not already claimed your profile, go to google.com/business and search for your business name. If a listing exists, claim it. If not, create one.
Google requires verification to confirm you are the actual business owner. The standard method is a postcard sent to your business address containing a PIN, which you enter to complete verification. Some businesses qualify for phone or email verification, which is faster.
One important policy note: only the business owner should be the primary account holder on a GBP listing. If you work with a marketing agency, grant them manager access rather than handing over your login credentials. This keeps you in control of your listing regardless of what happens with the agency relationship.
Completing Every Section of Your Profile
An incomplete profile leaves ranking signals on the table. Google rewards completeness. Work through each section:
Business name. Use your exact legal business name. Do not add keywords or location modifiers to your business name — this violates Google's guidelines and can result in your profile being suspended.
Categories. Your primary category is the most important field on your entire profile. Choose the most specific category that accurately describes what you do. You can add secondary categories to cover additional services, but do not add categories for services you do not actually offer.
Business description. Write a clear, honest description of what your business does, who your customers are, and what makes you different. Include your primary keywords naturally. The description is limited to 750 characters — make every word count.
Address and service area. If customers come to your physical location, add your full address. If you serve customers at their location (like a cleaning service or contractor), you can hide your address and set a service area by city, county, or radius instead.
Phone number and website. Use your primary business phone number and link directly to your homepage or a relevant landing page. Ensure this information matches what appears on your website and other online directories — consistency is a trust signal.
Business hours. Keep these accurate and update them for holidays. Nothing damages customer trust faster than showing up at a business during listed hours to find it closed.
Photos. Profiles with photos receive significantly more clicks and direction requests than profiles without. At minimum, upload a professional cover photo and logo. Add photos of your location, your team, your work or products, and any before/after examples where relevant. Update photos regularly — Google favors active profiles.
For a deeper look at the full optimization process, our comprehensive Google Business Profile optimization guide goes step by step through every setting.
Managing Google Reviews: The Most Impactful Factor
Reviews are the most visible element of your Google Business Profile and one of the strongest local ranking signals. More reviews, with higher average ratings, and recent activity all contribute to better rankings.
The most effective way to get more reviews is to ask directly. After completing a job or service, send a follow-up message — by text or email — with a direct link to your Google review page. This removes friction. Customers who had a good experience are often willing to leave a review; they just need a prompt and an easy path to do it.
Respond to every review, positive and negative. For positive reviews, thank the customer specifically and mention a detail about their experience if possible. For negative reviews, acknowledge the concern, apologize for the experience, and offer to resolve the issue offline. Never argue in a public response. Your response is visible to every future potential customer, so treat it as a marketing message.
If you use Facebook for your business as well, reviews there also carry weight. Our post on Facebook marketing for small businesses covers how to build credibility across both platforms.
Not sure how your Google Business Profile stacks up against competitors? Contact us for a free local SEO audit and we will show you exactly where you stand.
Google Posts: Regular Activity That Signals Relevance
Google Business Profile includes a Posts feature that lets you publish updates, offers, events, and product announcements directly on your listing. These posts appear in your profile and can show up in search results.
Most businesses never use this feature. That is an advantage for the businesses that do. Publishing one to two posts per week demonstrates to Google that your business is active and engaged, which positively influences your local ranking.
Post ideas for small businesses:
- Announce a promotion or seasonal offer
- Highlight a completed project or customer result
- Share a relevant tip for your target customers
- Promote an upcoming event or workshop
- Link to a new blog post or resource
Posts expire after seven days (for standard update posts) or the listed end date (for offers and events), so consistency matters. Set a recurring calendar reminder to keep this activity going.
Local Citations and Directory Consistency
Beyond your Google Business Profile, your business's name, address, and phone number (NAP) appear across dozens of online directories — Yelp, Yellow Pages, Bing Places, Apple Maps, and many others. Inconsistencies in this data — a different phone number here, an abbreviated street address there — confuse search engines and weaken your local authority.
Conduct an audit of your NAP data across major directories and correct any discrepancies. Tools like Moz Local can help identify inconsistencies. For new businesses, focus on the top 10-15 directories: Google, Bing, Apple Maps, Yelp, Yellow Pages, Facebook, and any industry-specific directories relevant to your category.
Local citations work in concert with your GBP optimization. Strong, consistent citations across authoritative directories reinforce Google's confidence in your business information, which translates to better local rankings. For a broader view of how local SEO fits into your marketing strategy, our post on local SEO strategies for small businesses provides additional tactics.
Frequently Asked Questions
How long does it take for Google My Business optimization to show results?
Most businesses see measurable improvements in local search visibility within 4-8 weeks of completing a full GBP optimization. Ongoing activity like regular posts and review responses accelerates this timeline.
Does Google My Business really affect my search rankings?
Yes. Google uses GBP signals — completeness, review quantity and quality, post frequency, and engagement — as local ranking factors. A well-optimized profile directly improves your position in Google Maps and the local three-pack.
How do I get more Google reviews for my business?
The most effective method is simply asking. Send a follow-up text or email to customers after completing a job, with a direct link to your Google review page. Businesses that ask consistently generate significantly more reviews than those that do not.
At Amble Media Group, we help small businesses in Frederick, MD improve their local search visibility through Google Business Profile optimization, local SEO, and targeted digital marketing. Contact us for a free consultation and local search audit.