Most small business owners have a story about the first time they heard about Google My Business (GMB) or Google Business Profile (GBP). Maybe a friend mentioned it. Maybe a customer asked if they were “on Google.” So they set it up, filled in the basics, and waited. But not much changed.
In The Google Business Strategy Most Small Businesses Miss, we broke down why that happens—and why simply setting up your profile isn’t enough. Now, we’re digging deeper into what does work.
Because showing up on local search isn’t just about being listed. It’s about how you’re listed. What people see, how up-to-date your info is, and whether your business looks active and trustworthy. These details matter—a complete Google listing is up to 7x more likely to get clicks than one that’s half-done.
And here’s the good news—local marketing doesn’t have to drain your time or budget. You just need to know what really works, what doesn’t, and what to ignore altogether. Let’s clear up the myths and get into what actually helps your business profile pull its weight.
But before we talk about optimization, let’s make sure you’ve actually claimed your business profile on Google—that’s the starting point many small businesses overlook.
How to Create and Claim Your Google Business Profile
Before you can optimize Google My Business, you need to ensure your profile is fully claimed and verified. Many small business owners don’t realize their profile may already exist in Google’s system—but until you claim it, you can’t control the details or improve its performance.
Here’s how to get started:
- Search your business name on Google.
- If a profile exists, click “Claim this business.”
- Follow the verification steps (phone, email, or postcard).
- Once verified, log in to your Google listing dashboard.
- Complete every available section with accurate details.
Taking this step gives you ownership of your listing so you can begin to optimize Google My Business properly and turn it into a lead-generating tool.
Optimizing Google My Business Takes More than a Setup
Setting the business profile up isn’t enough. That might be the part no one tells you.
Most people create GMB listings, enter a few details, and hope to appear in search. But simply being on the map isn’t the same as optimizing Google My Business. That’s one of the most common local SEO myths.
Here’s the TRUTH: a complete profile isn’t an optimized profile. To actually rank higher in local search, your GMB profile needs more. You need local marketing for small businesses that focus on action, not just presence.
Let’s talk about what that includes:
- Add local keywords to your business description
- Fill out all services, categories, and the “from the business” section
- Post photos often. Share updates regularly
- Use the Q&A section to handle objections ahead of time
- Update business hours, respond to messages, and review your business info
This is how you build trust. This is how you optimize your GMB presence.
Another overlooked step is making sure your products and services are listed with the right details.
What Information to Include when Listing Products and Services
When you optimize Google My Business, don’t skip the products and services section. This isn’t just filler—it’s a chance to help customers and search engines understand exactly what you offer.
Here’s what to include for best results:
- Service details: Be specific (e.g., “Emergency Plumbing” vs. just “Plumbing”).
- Pricing ranges: Optional, but it helps set expectations.
- Product categories: Group similar items together so customers can browse easily.
- Descriptions with keywords: Include phrases people actually search for in your industry.
Think of this section as a mini showroom inside your profile. A well-filled product and service list helps optimize Google My Business by making it easier for people to take the next step—whether that’s booking a call, requesting a quote, or visiting your location.
One counselor did exactly that. Before, her GMB listing was just sitting there. After aligning her site, posting weekly, and collecting strategic reviews, she jumped to the top of the local search results. Now she leads a growing team, just from an optimized GBP.
Optimizing your GMB profile sends strong signals to Google. It tells search engines your business profile’s not just real, but active.
And that’s what pushes you higher in local results.
What Your Google My Business Profile Actually Does for You
It’s not just a listing. It’s a tool. A strong one—if you know how to use it.
An optimized Google My Business profile does more than place you on search and maps. It boosts visibility. It builds credibility. And it drives real action.
When your GMB profile is optimized and aligned, here’s what starts to happen:
- You appear in Google’s Map Pack
- Your reviews show social proof and build trust
- You drive more calls, website clicks, and foot traffic
It’s a quiet but powerful shift. Your profile stops sitting there and starts working for you.
Since reviews are one of the strongest ranking signals, how you ask for them matters just as much as getting them.
The Smart Way to Ask for Reviews
Customer reviews can make or break your profile, but most small businesses don’t have a strategy for asking. If you want to optimize Google My Business effectively, you need consistent, authentic reviews.
Here’s the smart way to do it:
- Ask at the right time: Right after a successful service or positive customer interaction.
- Make it easy: Share a direct link to your review page via text or email.
- Frame it around helping others: Say, “Would you mind leaving a review to help others find us?” instead of just “Please review us.”
The result? A steady flow of positive, natural reviews that not only build trust but also help optimize Google My Business rankings.
Proof that Consistency Pays Off
Take the two plumbers, for example. Same start date. Same market.
One got serious about his GMB account from day one. He posted every week, responded to reviews, and used the right keywords for his area. Before long, he was showing up in the Map Pack—and staying there.
The other? He set up his profile and let it sit. When the calls stopped, he reached out for help. We stepped in, made changes, and got him back into the local search rankings. But he’s still playing catch-up.
There are many ways to optimize your Google setup. But the best one? Start now. Don’t wait.
Local marketing for small businesses works when you work it. This isn’t a listing. It’s your lead machine. Start treating it like one.
Consistency doesn’t just mean updates and posts—your photos can make or break first impressions.
The Right Photos for Your Google Listing
Photos are one of the most powerful credibility signals in your listing. When you optimize Google My Business, images are a direct way to show you’re active, real, and trustworthy.
Types of photos to include:
- Exterior shots: Help people recognize your location when visiting.
- Interior shots: Show a clean, welcoming environment.
- Team photos: Humanize your brand and build trust.
- Before-and-after images: Perfect for contractors, salons, or service-based businesses.
Google rewards profiles that stay fresh. Uploading new photos regularly not only impresses potential customers but also helps optimize Google My Business visibility in local search.
Local Marketing for Small Businesses Doesn’t Need to Be Expensive
You’ve seen what a strong GMB profile can do. But maybe you’re still thinking, “That sounds great—if I had the money.”
Plenty of people have thought the same thing.
A lot of local marketing for small businesses is wrapped in local SEO myths. You’re told to pay for ads, build fancy websites, or hire big agencies. But most of that just burns through your budget without giving much back.
Let’s break it down:
Traditional marketing looks like this:
- Paid social media campaigns
- Expensive email funnels
- Big agency retainers
But effective local marketing looks like this:
- Asking for reviews
- Using keywords that match real search queries
- Posting regular updates in your GMB/GBP dashboard
These steps are simple. They’re free. And they work.
Here’s what you gain by focusing on local marketing for small businesses:
✅ You build trust without buying ads
✅ You appear in Google where it matters
✅ You keep your profile active and visible
✅ You stay higher in local search results
According to research, 76% of local searchers visit within a day. That means real action. Not clicks. Not impressions. Actual customers.
The truth? You don’t need to outspend your competitors.
You just need to outsmart them.
Optimizing Google My Business is the best place to start. Because smart, consistent action beats noise every time.
Don’t Let These Common Local SEO Myths Hold You Back
If spending less sounds too good to be true, it’s probably because of what you’ve been told. The problem isn’t your effort. It’s the advice.
There are plenty of local SEO myths that keep people stuck. Let’s break a few of them.
Local SEO Myth #1: “I already set it up—nothing happened.”
That’s not optimizing your GMB profile. That’s just listing it. Without updates, posts, or reviews, your profile looks inactive. And search engines notice.
One underused area of your profile is the Q&A section, which can actually help with keyword visibility.
Incorporating Keywords into Your Q&A Section
The Q&A section on your profile isn’t just for answering questions—it’s a hidden SEO opportunity. If you want to optimize Google My Business for higher rankings, incorporate keywords naturally into both the questions and the answers.
Example:
- Q: “Do you offer emergency plumbing services in Denver?”
- A: “Yes, we provide 24/7 emergency plumbing services across Denver and surrounding areas.”
By using location-specific and service-based keywords, your Q&A section works double duty: helping customers find answers and signaling relevance to Google.
Local SEO Myth #2: “Google favors big businesses.”
Wrong. It favors relevance. If your description of your business matches real search terms and your content stays fresh, you can appear in Google right beside the big names.
Local SEO Myth #3: “You need to pay for ads to get traffic.”
You don’t. Consistent reviews, strong Google posts, and solid search engine optimization bring traffic organically. That’s the whole point of local marketing for small businesses.
Local SEO Myth #4: “It’s just a listing—reviews don’t matter.”
Reviews are gold. They’re signals. They show up in your Google search results and boost trust. They help you grow your business without spending a dollar.
Another small but powerful trust signal comes from attributes—the little checkboxes that show what makes you unique.
Choose Attributes that Set You Apart
Attributes are an often-overlooked way to optimize Google My Business. These are labels that highlight what makes your business different, such as:
- Women-owned
- Veteran-owned
- Wheelchair accessible
- Pet-friendly
- Free Wi-Fi
By choosing attributes that match your real strengths, you not only provide clarity for potential customers but also make your profile stand out in crowded search results.
Local SEO Myth #5: “People will call if they need me—I don’t need to add products or features.”
Leaving out your services, product offerings, or a book now button makes it harder for people to act. Your GMB profile should do more than show info. It should let people take the next step fast—whether that’s booking, calling, or browsing.
You’ve probably heard these. Maybe even believed them. Many others have been in the same spot.
Beyond services and products, your basic contact details still carry huge weight in building credibility.
Nail Your Contact Details for Credibility
One of the simplest ways to optimize Google My Business is to make sure your Name, Address, and Phone number (NAP) are accurate and consistent everywhere online.
Tips for credibility:
- Always use your main business phone number (not tracking numbers that confuse customers).
- Double-check your hours of operation regularly.
- Match your NAP across your website, directories, and GBP.
Even minor inconsistencies can create distrust and hurt your rankings. Keeping your contact info flawless helps optimize Google My Business and ensures customers can reach you without frustration.
Most people were never taught how to optimize their GBP the right way. That’s not your fault.
What matters now is knowing better.
✅ Simple actions win.
✅ Aligned content works.
✅ And optimizing GMB isn’t a myth—it’s a method.
Want to Finally Get Optimization Right?
As a small business, we understand the frustration of investing in multiple tools without seeing real results. Managing your online presence can feel overwhelming, especially when you’re trying to attract more local customers and stand out from the competition.
At Trailzi, we offer Google Listing Optimization, a service designed to optimize your Google listing and make it a powerful lead-generating tool. Our step-by-step plan focuses on what truly works, helping you enhance your visibility and connect with potential customers effectively. Contact us to start now—before your competitors pull ahead.
Frequently Asked Questions
What’s the best way to track profile performance?
Use the built-in insights dashboard to monitor things like profile views, direction requests, and call clicks. It helps you see what’s working and where you might need to tweak your approach.
Does the category I choose affect how I rank?
Yes, your primary category plays a big role in visibility. Choosing the most accurate one helps match you with more relevant searches on the results page. It also influences which features are available on your listing, like service menus or booking buttons.
Can multiple locations be managed under one account?
They can. If you serve more than one area, setting up location groups allows you to manage and optimize each profile more efficiently. This setup also makes it easier to keep information consistent across all your locations.
How do hours of operation impact visibility?
Accurate hours help build trust and prevent negative experiences, especially if people visit and find you closed. It can also affect how your listing appears during real-time local searches.
Is it worth hiring someone to optimize your profile?
Yes—especially if you’re short on time or not sure where to start. Trailzi offers a step-by-step service built to help small businesses optimize their profile with clarity and purpose, so you can focus on running your business while we handle the details.