How to Optimize Your Google Business Profile

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If you don’t have a Google Business Profile set up, you’re missing one of the easiest ways to build trust with Google and get found by people already searching for what you do.

Creating it is the first step, but then you have to optimize your Google Business Profile it because a half-filled-out profile isn’t doing much for you.

A complete Google Business Profile has historically been reported to make people 2.7x more likely to consider your business reputable.

Why Optimizing Your Google Business Profile Matters

Even if you’re fully online, don’t have a storefront or most of your clients come from Instagram or referrals you GBP is still so important for getting found online. I have found time and time again my clients ignoring it, or thinking it doesn’t apply to them if they don’t have a store front/office, but it is a FREE tool to help build trust with both Google and potential clients.

Your Google Business Profile helps:

• Validate that you’re a real business
• Show up in local + branded searches
• Give Google a clear place to connect your website, name, and services

One of the easiest wins?

Start Here: Your Primary Category (This Matters More Than You Think)

If you want to properly optimize your Google Business Profile, this is step one.

Your primary category = your “big fish” keyword.

This should be:

• Exactly what you do
• What people are actually searching

Examples:

• Website Designer (this is what I use because it is the most broad term people would search for)
• Therapist / Anxiety Therapist
• Functional Nutritionist

Then you can layer in secondary categories like:

• Graphic Designer (I use this for my branding service)
• Design Agency
• Consultant (I use this because although it is broad, but it applies to my service strategy used on my VIP days)

Add Your Services (and Use Real Keywords)

Once your categories are set, you can list your services.

This is where you naturally reinforce your keywords without sounding like you’re trying to game the system.

For example, I use some of the following for my own business:

• Custom Showit Website Design
• Showit Template Customization
• Website Design for Therapists, Nutritionists, Interior Designers
• Brand Identity Design
• Logo Design

If you’re trying to optimize your Google Business Profile, your services should:

• Match what’s on your website
• Reflect how your clients search
• Actually describe what you do

Your Description Should Sound Like You (But Still Be Strategic)

Your business description should include:

• Your location
• Your services
• Your keywords (naturally)
• Your actual voice

Think: “clear and intentional,” not “SEO overload.” Stuffing keywords and sounding like an AI robot isn’t helpful. It could still be a potential client’s first impression of you, so you want to be speaking to them directly (and authentically).

Reviews (These are so important!!!)

If you want to optimize your Google Business Profile, reviews are a huge piece of it.

But it’s really not just about getting a bunch of 5-star ratings anymore. The wording inside your reviews matters more than people realize.

Google is looking at:

• What services are mentioned
• What problems are described
• What outcomes are shared

So instead of just asking, “Can you leave a review?” Guide your clients. For example, this is what I have clients answer:

• What problem were you facing before working with me?
• Why did you choose to work with me?
• What was the experience like?
• What results or transformation have you seen?
• Would you recommend me and why?

Then I have them copy/paste that into my Google profile (and Yelp).

This gives you reviews that are hopefully/in theory:

• Specific
• Keyword-rich
• Actually helpful to future clients

Even if you’re in a profession that feels icky to ask for reviews I hiiiighly encourage you to do it (it can also be from colleagues that have worked with/alongside you and this might be an easier ask). A person doesn’t have to leave a review, so asking doesn’t hurt anything.

One key component to optimizing your Google Business Profile is to RESPOND TO THE REVIEWS!! You need to respond to signal to Google that your listing/business is active.

Treat Your Google Business Profile Like a Content Platform

Speaking of signaling to Google that your business is active – you also need to add Updates to your GBP. If you set it all up and forget about it, you’re leaving opportunity on the table. It’s hardly doing anything. To properly optimize your Google Business Profile, you need to keep it active.

Think of it like a mini blog/a second Instagram/a place to showcase your work

You should be posting:

• Client projects
• Case studies
• Blog posts
• New services
• Promotions or updates

Use the “Add Update” feature to add content you’re already sharing. I literally download and reupload my IG post, and copy my caption in the update and wa-la. I am telling Google that yes, I am active. I recommend adding an update 1x a month at minimum but if you can add an update once a week, DO IT! Google LOVES fresh photos, so make sure you’re adding something visual to these updates. It is important to optimize the images if you haven’t already. I wrote an entire blog post on how to optimize your images for Showit, but it follows best practice for all of the internet, so follow that!

Keep Your Info Consistent

If you’re trying to optimize your Google Business Profile for local search, this part matters.

If you’re location-based:

• Use your actual city
• Add nearby areas if relevant

If you’re virtual:

• Still choose a primary location (usually where you’re based)

One of the most important things you can do to help encourage Google to ~like you~ is be consistent everywhere you’re on the internet. Google is constantly cross-checking your business info so make sure your Business name, hours, location, contact info match on your website, your GBP, Yelp and any other directories. If they don’t match it causes confusion and weakens trust.

Optimizing Your Google Business Profile Can Boost Your Leads More Than You Realize

If you take anything from this:

Optimizing your Google Business Profile is not complicated at all, but it does need to be done correctly. It’s one of the few places where SEO, trust, visibility and conversions all overlap and you would be surprised by how many people are skipping this component all together!

So if you actually take the time to optimize your Google Business Profile today and keep it active even just 1x a month you’re already ahead!

Frequently Asked Questions about optimizing your Google Business Profile

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