Someone searches "plumber near me" at 9 PM on a Tuesday. Three results appear. One has 47 reviews, recent photos, and a post from two weeks ago. The other two have a default gray icon and hours that may or may not be accurate.
You know which one gets the call.
Your Google Business Profile is the most visible piece of real estate you own online, and most small businesses treat it like an afterthought. A complete, well-managed profile puts you in front of customers at the exact moment they're ready to buy. A neglected one hands that moment to a competitor.
This guide covers what actually moves the needle for Google Business Profile optimization in 2026, based on what we see working for local businesses right now.
Fill Out Every Field, Yes, Every One
Google's own research shows that businesses with complete profiles get 70% more location visits and 50% more purchase consideration than incomplete ones. That's not a small edge.
Start with the basics:
- Business name: Use your real business name. No keyword stuffing. Google has gotten stricter about this.
- Categories: Pick a primary category that describes your main service, then add secondary categories. A restaurant that also does catering should list both.
- Description: You get 750 characters. Use them. Work in your primary keyword naturally, mention your location, and explain what makes you different.
- Attributes: These small checkboxes ("women-owned," "wheelchair accessible," "free Wi-Fi") influence which searches you appear in and help customers make decisions. Most businesses skip them.
- Hours: Keep them current. Wrong hours are one of the most common reasons a business loses a customer before they even walk in.
One thing many business owners in Frederick and the surrounding area miss: Google now lets you set "more hours" for specific services, like drive-through hours, pickup hours, or kitchen hours. If that applies to you, fill it in.
Your Photos Are Doing More Work Than You Think
Businesses with photos receive 42% more requests for directions and 35% more click-throughs than businesses without photos. These are Google's own numbers.
Photo freshness matters too. Adding new photos regularly signals an active, credible business. Profiles that haven't had a new photo in six months look stale.
What to add:
- Exterior shots from the street, so customers can recognize you when they arrive
- Interior shots that show your space or atmosphere
- Team photos that put faces to the business
- Product or work photos — for service businesses, showing finished work is more convincing than anything you can write
Aim for at least 10 to 15 photos total and add one or two new ones every month. JPG or PNG format, at least 720px wide, good lighting. Your phone is fine.
Reviews Are Your Most Powerful Local Ranking Signal
You can optimize every other element of local SEO and still lose to a competitor with better reviews. Google's local algorithm weighs three things heavily: relevance, distance, and prominence. Reviews drive prominence.
The businesses that consistently win in the local map pack do these things:
Ask. Most satisfied customers won't leave a review on their own. A direct ask, in person or via a follow-up text, doubles your review rate. The simplest script: "If you're happy with the work, a quick Google review would mean a lot to us. Here's the link."
Respond to every review. Thank positive reviewers by name. Respond to negative reviews calmly and professionally. If you want a framework for handling difficult feedback, read how to respond to negative reviews. The same principles apply on Google.
Use keywords in your responses. When you respond to a review mentioning "bathroom remodel in Frederick" and write back "Thank you for choosing us for your Frederick bathroom remodel," that keyword appears on your profile. It helps.
The goal isn't to game the system. The goal is to have more reviews than your competitors. For most local businesses, reaching 50 reviews puts you ahead of 80% of your market.
Google Posts Still Work, So Start Using Them
Google Posts are short updates that appear directly on your profile. Most businesses never use them. That's a mistake.
Posts show up when someone finds your business in search or Maps. A recent post signals an active, credible business. No posts at all signals the opposite.
What to post:
- Offers: A limited-time discount or seasonal promotion
- Events: A class, sale, or community event
- Updates: New hours, new services, new team members
- Products: If you sell physical goods, product posts link directly to your store
Keep them short. One image, two to three sentences, and a clear next step. Post at least twice a month.
The Sections Most Business Owners Skip
Three parts of a Google Business Profile get almost no attention and offer a real competitive edge for businesses that use them.
Services and Products. Under your profile, you can list every service or product you offer, with descriptions and prices. Google uses these listings to match your profile to more searches. Potential customers can see exactly what you do without clicking through to your website. Fill this section out completely.
Q&A. Anyone can ask a question on your profile, and anyone can answer it, including strangers. Most business owners don't know this section exists until someone has posted incorrect information. Log in, check your Q&A, answer open questions yourself, and seed a few common questions with your own accurate answers.
Messaging. Google allows customers to message you directly from the profile. If you can respond within a few hours, turn it on. If you can't, leave it off. Slow responses hurt your ranking more than no messaging at all.
What's Different in 2026
Google's AI Overviews now appear above the map pack for many local searches. Your GBP data feeds directly into those AI summaries. If your description, services, and categories are vague or incomplete, you're less likely to be surfaced. The more specific your profile, the more useful it is to Google's AI.
Google has also tightened enforcement on fake reviews. The risk of profile suspension is real and growing. The better investment is building a consistent process for earning legitimate reviews over time. That compounds. Shortcuts don't.
For a broader look at where local search is heading, our guide to local SEO trends for small businesses covers the changes affecting businesses across the board.
Putting It All Together
Your Google Business Profile is free. The initial setup takes a few hours. Ongoing maintenance runs 20 to 30 minutes a month. Few things offer that return on that kind of investment.
If you want to understand how your GBP fits into a larger local strategy, read our complete guide to local SEO for Frederick, Maryland businesses. It covers citations, on-page optimization, and the full picture. If you're still sorting out the difference between local SEO and organic SEO, and which one your business actually needs, that post walks through the decision clearly.
The businesses showing up at the top of local search results aren't there by accident. They have complete profiles, consistent reviews, and an active posting habit. That's it. No secrets.
Ready to Improve Your Local Search Rankings?
If your Google Business Profile isn't driving the calls and foot traffic it should, we can help. Amble Media Group works with small businesses in Frederick, Maryland and across the country on local SEO and Google Business Profile optimization.
Frequently Asked Questions
How often should I update my Google Business Profile?
Update it at minimum once a month. Post a Google Post every two weeks, respond to new reviews within 48 hours, and update your hours before any holidays or schedule changes. Google rewards active profiles with better visibility.
Does responding to Google reviews help my local SEO?
Yes. Responding to reviews signals to Google that your business is active and engaged. It also shows potential customers you care. Both your review count and the consistency of your responses factor into local search rankings.
What photos should I add to my Google Business Profile?
Add exterior photos so customers can find you, interior photos, team photos, and photos of your products or work. For service businesses, before-and-after photos perform especially well. Aim for at least 10 photos and add new ones quarterly.