If I asked you how long it's been since you've looked at or updated your Google Business Profile (GBP) what would you say? If you're saying "uh-oh" right now, you're not alone.

Many businesses haven’t touched their listing since they set it up, yet it’s truly one of the most underutilized tools in local SEO. And I'm not trying to bring the vibe down, but I also need you to know that your listing will keep falling down the rankings if you don't actively manage it. Kind of like your website, but that's for another blog post.

Tweaks & Tips for Ranking Higher on Your Google Business Profile

The good news is, you don't have to do a complete overhaul or take a bunch of time to keep your GBP up to date. With just a few intentional tweaks and updates, you're letting Google know that you are still a relevant and active business.

P.S. If you're a new business, you can create your listing HERE.

In this post, I’ll show you how to maintain and optimize your listing so it ranks higher on Google and brings more traffic to your business, whether it be by foot, through socials or your website.

Claim It, Verify It and Nail the Basics

Google might auto-create a listing for your business, especially if you’ve been around a while. But that doesn’t mean you own it. Until you officially claim and verify your profile, you can’t control what people see and Google won’t fully trust you either. Which means you're likely not showing in the coveted top three local  pack. So even if someone is looking for exactly what you do, they won’t find you. 🤯

To claim and verify you're listing, you’ll go to google.com/business, find your listing, and walk through a short verification process. Usually it’s a code sent by mail or phone. Once verified, you can start editing and optimizing your listing. Take 5 minutes to check the basics:

• Business Name – Use your real, consistent business name (don't keyword stuff!)
• Address – Especially important if you serve local customers at a physical location
• Phone Number – A local number builds trust and performs better in search
• Website – Link directly to your homepage or a specific service page if it makes more sense
• Business Hours – Keep these updated, including seasonal or holiday hours

Pro Tweaks:

Make your home-based biz count!  You can hide your address and still appear in searches using a “service area business” setup. Check out my home-based biz listing at this link.

Exact matches across the web matter.  Make sure your business name, address, and phone number (NAP) match exactly everywhere, your website footer, Yelp, Facebook, Chamber listing, etc. Google loves consistency and all of this validates that you're exactly who you say you are.

Add holiday hours in advance. Businesses that keep their hours updated especially around holidays or unexpected closures tend to rank better. Plus, it shows customers that you’re reliable. The last thing you want is for a customer to arrive at your store because your listing shows that you're open when in fact, you're closed.

Use the Words They're Searching For

Naturally working in the terms your customers are actually typing into Google, makes it easier for the algorithm to connect the dots and reward you with a better spot in local results.

Here’s where to sprinkle in the right words (without overdoing it):

• Business Description
  Include your location + services in natural, conversational language.
  Example: “Iowa-based wedding photographer specializing in outdoor ceremonies and candid, joy-filled moments.”
• Services + Products Sections
  Add every core service and product, using search-friendly wording.
  Example: “Bridal Makeup Trial” instead of just “Trials.”
• Posts + Updates
  When you publish offers or event announcements, add terms people would be Googling. Even if it’s a short post, treat it like a mini blog.

Pro Tweaks:

Use local phrasing. Instead of “graphic designer,” say “graphic designer in Iowa City” or “brand design for Iowa businesses.”

Don’t keyword stuff. It looks spammy and actually works against you. Write "human first" and sprinkle in your core terms naturally.

See how people are finding you. (Love this one!) Access your profile through google search or google maps. Log into your GBP dashboard and look under “Insights” or "Performance" section to see what search terms people used to find your listing. Use those!

Get Specific with Your Categories

Your Google Business Profile category is one of the strongest signals you can send to Google about what you do. Don't skip this step!

• Choose a Specific Primary Category
  This is the most important one. It should reflect your core offering. What you want to be known for.  For example: “Nail Salon” (not “Beauty Services”), “Brand Designer” (not just “Graphic Designer,” if branding is your focus)
• Add Supporting Categories Sparingly
  You can choose more than one, but don’t overdo it. Add 1–2 that support your primary offering without diluting your focus.
  Example: A yoga studio might also choose “Meditation Center” if they offer those classes regularly.

Pro Tweaks:

Check out what your competitors are using. Search your own service in your town and see what categories the top listings are using. You might discover better options you haven’t considered.

Add services beneath each category. When you choose a category like “Photographer,” Google lets you add detailed services (like “Family Sessions” or “Product Photography”). Take advantage of that. It builds relevance and search visibility.

Add Visuals that Build Trust

If your Google Business Profile only has a logo or a grainy storefront pic, it’s time for a visual upgrade. Photos are part of your SEO strategy and Google favors listings that show signs of real life.

What to upload (and Keep Updating):

• Exterior shots: Help customers recognize your building from the street
• Interior shots: Let them see your space, vibe, and cleanliness
• Your team: People connect with faces. it builds trust fast
• Your work: Products, services in action, before-and-afters
• Signage and branding: Show off your style and professionalism

Pro Tweaks:

Add real file names to your photos. Before uploading, name your file something descriptive like  iowa-city-wedding-photographer.jpg   instead of      IMG_3827.jpg . It’s a subtle SEO boost.

Adding photos is probably the quickest win in this entire post.  The impact both in search and first impressions is huge.

Collect Reviews and Respond

Reviews are great for providing the credibility you deserve but did you know that Google uses the frequency of reviews, their keywords and even whether you respond as a ranking signal?

After your customer has provided a review, make sure you respond as immediately as possible in the comments section of their review. Google loves it when you respond in a timely manner and it's the perfect opportunity to express your sincere gratitude for their review.

• Ask often. And don't be shy. Did someone say, “This is amazing!” while holding your product or walking out of your office? That’s your cue. Send a quick email or DM with your direct link.
• Respond like a human, not a robot. “Thanks!” is fine… but “So glad you loved your branding session, Amy! I had a blast designing for your new coffee shop in Cedar Rapids” = better. Google sees those keywords, and Amy feels seen.
• Don’t panic about bad reviews. A weird 3-star review from someone who clearly misunderstood your service? It’s fine. Just reply with grace and move on. It's so much better than not responding.

Pro Tweaks:

Google likes consistency. Aim for a few new reviews per month rather than begging everyone in your life to leave one tomorrow.

Create a ‘review shortcut’ link.  Google gives you a custom review link from your profile dashboard. Save it, shorten it, or turn it into a QR code you can slap on receipts, thank-you cards, or your front desk sign.

Keep Your Listing Alive with Posts

The Posts feature is your way of showing Google (and real-life customers) that you’re active and have something worth paying attention to.

Here are some ideas of things you could post to keep it fresh.

• Promotions or seasonal specials
• Event announcements
• New blog posts or service launches
• Behind-the-scenes or process updates

Pro Tweaks:

Set a reminder to post every 7–10 days.  Google Posts expire after about a week in the main preview, so keep a rhythm going.

Include a photo or graphic.  A quick Canva graphic or snapshot of your product adds color and makes the post pop.

Use the CTA buttons.  “Call now,” “Learn more,” “Book” buttons are all available. Make it easy for someone to take action.

Answer the Questions Before They Even Ask

There’s a little spot on your Google Business Profile called “Q&A.” Most businesses totally ignore it and it's a missed opportunity.
The Q&A section is a built-in FAQ and people really do read it. And the best part is, you can ask and answer your own questions (Google-approved).

Think of the questions people DM you, ask in your contact form, or bring up in person. Now put those answers right on your listing where Google (and your future clients) can see them.

Examples:

• “Do you offer evening appointments?”
• “What’s included in a brand strategy session?”
• “Is your parking free?”
• “Do you sell gift cards?”

Pro Tweaks:

Seed your own Q&A.  Yep, you can log into your personal Google account, ask a question, and then log into your business account to answer it. It might seem a little weird, but it's not and it's totally legit.

Use keywords in your answers.  Just like your description or reviews, these answers are indexable by Google. That means adding phrases like “branding for Iowa small businesses” is a smart move.

Your Website + Google Business Profile = Local SEO Dream Team

Think of your website and Google Business Profile as the dynamic duo of local SEO. Individually, they're awesome tools, but together they create a trustworthy online presence to both Google and potential customers.

Content Consistency: Here I am again with that word consistency. But seriously, it helps Google verify your business's legitimacy and improves your chances of appearing in local search results both in the local pack and google's general search results  too.

Improved Local Rankings: A well-optimized website can boost your GBP's performance. For instance, linking your listing to your location-specific landing page on your website can improve relevance for local searches.

Increased Engagement Opportunities: Use your website to host a blog, share customer testimonials, and provide in-depth information about your services. Then, share snippets or highlights on your GBP through posts or updates, driving traffic between the two platforms.

Pro Tweaks:

Use Schema Markup: Implement local business schema on your website to help search engines understand your business's location and service. This gives google yet another avenue to connect the dots about who you are. Each website builder is different, so check with their help tools to find how to set it up.

Leverage GBP Insights: Monitor the analytics provided by your GBP to understand how customers find your listing. Use this data to inform your website content strategy, focusing on popular search terms and customer interests. Just go to the google maps app on your phone and tap the business tab and check out your listing's performance.

Small Tweaks, Big Wins.

These tweaks are such simple things that you can work through to make you business pull ahead of most of the businesses in your area who set it and forget it.

Take 15 minutes this week and log into your profile. Update your hours. Post a quick offer. Add one new photo. Respond to a review you’ve been putting off. It's never to late!

Your Business Deserves to Be Found Online!  Fill out my contact form to schedule a free consultation to explore how an SEO-optimized website can drive local business growth and visibility in your Iowa community.

Your designer friend always,