Google Business Profile Optimization: Improve Local Ranking

Launched in June 2014, Google Business Profile—formerly Google My Business—is a free tool for brick-and-mortar retailers. Having one of these profiles is a key way to let local shoppers know you’re in their neighborhood. While some stores simply fill out the basics—business name, address, and hours—actively managing your profile and keeping it updated can attract customer interest. Incentivising reviews can also help your business rank near the top of search results.

One analysis found that top-ranking Google Business Profiles had around 70 words in their descriptions, while businesses in lower local search results positions had shorter descriptions. The same study showed that highly visible businesses had collected more than 200 reviews compared to fewer for businesses that ranked lower. In other words, small tweaks to your existing content and a consistent upkeep strategy can make your listing stand out and help you climb those local search rankings.

Read on for tips on how to optimize your basic Google Business listing into a notable web presence that draws in more real-world foot traffic.

What is a Google Business profile?

A Google Business Profile is a free listing that customers can see on Google Search and Maps. It displays information about your store like the address, phone number, business hours of operation, and even photos and customer reviews—all in one spot. This digital storefront gives searchers a quick snapshot of what your business offers before they even click through to your website or plug your address into their Maps app.

Benefits of an optimized Google Business profile

• Stronger first impressions

• Accessible answers to common questions

• Quicker path to purchase

When your profile is complete and engaging, it is working 24/7 to impress shoppers, answer their common questions upfront, and guide them toward making a purchase or booking. A well-tended Google Business profile doesn’t just sit there—it actively helps turn curious online searchers into customers walking through your door.

Here are some of the benefits of a properly managed Google Business profile:

Stronger first impressions

Picture two boutiques in the same city: One has a Google listing with no photos and outdated info, while the other local business presents attractive images, current hours, and plenty of positive reviews. The second store makes a far better first impression on shoppers searching online.

Accessible answers to common questions

Ever had to stop assisting an in-store customer to answer a call about your hours or business location? An optimized Google profile cuts down on those interruptions by sharing key info upfront—like hours, business address, and product availability—freeing you to focus on the folks in your shop. For example, a homeware store that clearly lists “Wheelchair-accessible entrance” and “In-store pickup available” on its profile will receive fewer calls asking about accessibility and pickup options.

Quicker path to purchase

In many cases, a person who finds you on Google is almost ready to buy—your profile just needs to help them take that next step. If a potential customer finds your pet supply shop on Google and sees a “Visit website” or “Order online” button, along with a “Call” button and directions, they can immediately take action to buy or visit.

How to optimize your Google Business profile

• Optimize categories and keywords
• Encourage and engage with reviews
• Use Google posts
• Include high-quality photos and videos
• Enable booking or buying
• Add important attributes

Optimizing your Google Business Profile might sound technical, but it’s a relatively straightforward process. Here’s how to improve your listing:

Optimize categories and keywords

With more than 4,000 categories available (from broad ones like “Clothing Store” to super-niche ones like “Piñatas supplier”), you can likely find a very precise fit for your shop. Choose the most accurate business category for your organization to achieve the best results.

These tell Google what kind of store yours is and help you show up in the right searches. If you run a specific kind of retail outlet—say, a vintage denim boutique or an organic pet supply store—make sure your primary category reflects that specialization to attract the right customers. Use the appropriate subcategories provided to further target your ideal audience.

Next, sprinkle relevant keywords into your business description by thinking about what people would search to find a store like yours (e.g., “sustainable fashion in Tulsa” or “all-natural pet food East Austin”); you can use keyword research tools to facilitate this. The key is to include those terms naturally for better search engine optimization. 

Encourage and engage with reviews

Reviews on your Google profile serve as effective social proof—and nearly everyone reads them before deciding where to shop. A 2025 study found that 83% of respondents read Google reviews of local businesses. Having a healthy number of positive reviews—and a solid star rating—instantly builds trust in your store, making new customers more likely to give you a try.

Don’t be nervous about asking happy customers to leave a review; many will gladly do it when asked, helping you steadily grow your review count. And when reviews come in, be sure to respond to each one—thank people for their kind words and offer solutions to negative feedback to show that you listen and care. Active review management not only makes the reviewer feel appreciated but also shows anyone else checking out your profile that your business is attentive and customer-focused.

Here are a few smart ways to encourage customers to leave reviews:

• Ask in person at checkout. Train yourself and your staff to politely mention reviews during the sale (e.g., “If you loved the product, we’d appreciate a quick Google review!”)

• Send a follow-up message. After a purchase (especially for email receipts or online orders), send a thank-you email or text with a direct link to review your store.

• Include a note on receipts or cards. Print a short reminder on paper receipts or insert a small card in the bag that says something like “Enjoying your purchase? Let us know with a Google review.”

• Use social media. Periodically post on your social channels, inviting your follower community to share their feedback on Google—loyal customers might just hop over and write a review.

• Display an in-store sign. A little sign by the register or a QR sticker on your door saying “Review us on Google” can prompt customers who had a great experience to spread the word.

Use Google posts

Google Posts are like mini updates you can publish straight to your business listing. They show up right on your profile when customers view it, keeping your listing fresh and giving shoppers timely news or offers from your store.

This feature is built-in marketing: It lets you regularly share what’s new or special about your business, whether it’s an upcoming event or a can’t-miss promotion. It’s also an opportunity to use some SEO keywords. By posting consistently, you remind people checking out your profile that your shop is active and engaged, which can nudge them toward a visit or purchase.

Here are a few types of Google Posts you can share.

• Special offers and sales. Announce discounts, coupon codes, or limited-time promotions to draw shoppers in (e.g., “20% off all winter coats this week!”).

• New arrivals or top products. Share a cool new product line or a back-in-stock favorite with a photo and brief description.

• Events at your store. Promote in-store happenings like workshops, pop-up events, book signings, or community gatherings.

• Seasonal updates or tips. Tie your posts to holidays or seasons (e.g., a gift guide during the holidays).

• Customer spotlights or milestones. Share a quick story or thank-you when you hit a milestone (like your 1,000th customer) or feature a glowing customer testimonial.

Include high-quality photos and videos

People want to see what your business looks like before they visit. Make sure to upload clear, high-quality images that show off your store exterior (so folks recognize it from the street), the inside ambiance (the cozy nooks in your indie bookstore or the neat, colorful aisles of your craft shop), and your products on display.

A short video tour or a quick clip of something relevant and interesting (like you unboxing new merchandise or a 360-degree view of your shop interior) will personalize your profile and engage viewers. Avoid blurry, dark imagery and generic stock photos—real pictures of your actual storefront and merchandise build trust and set proper expectations.

Enable booking or buying

Google Business Profile is more than just an info or update page—it can be a place where customers take action.

For instance, you can enable features for bookings or appointments if your business model allows. Imagine a bridal boutique letting brides schedule fitting sessions via the profile, or a jewelry store offering appointments for custom design consultations.

If you sell products online or offer a buy online, pickup in-store (BOPIS) option, add a direct link to your online store or ordering system so people can buy or reserve items straight from your Google listing. You can also use the Products feature on your profile to show key items for sale, which might catch a shopper’s eye and lead to a purchase.

Add important attributes

Google Business Profile lets you add attributes to your listing—tags to highlight features or qualities about your business. These can range from practical details (like “Wheelchair accessible” or “Free parking”) to identity and values (like “Women-owned” or “LGBTQ+ friendly”).

By filling in your store’s attributes, you inform customers about what to expect and increase your chances of showing up in a specific Google search. For example, some users filter Google Maps results for “wheelchair accessible” locations or look for women-owned shops to support. Take a moment to browse the available attributes in your Google Business Profile dashboard and check off everything relevant—it’s a quick win that can set your shop apart.