If your business depends on local customers, your Google Business Profile (formerly Google My Business and before that, Google Places) is one of the most valuable but underused assets in your entire marketing stack. It’s often the very first impression people get of your brand in Google Search and Maps, and it can decide whether they call, ask for directions, or click through to your site.
Optimizing your profile doesn’t just “look nice.” It can lift local rankings, increase zero‑click engagement (calls, direction requests, messages), and improve conversions—without paid ads.
Below is Hearthstone Marketing’s practical, field‑tested playbook for building and maintaining a winning Google Business Profile in 2025.
Google’s local algorithm weighs three pillars:
You can’t change where a searcher is, but you can influence relevance and prominence—and that’s the heart of optimization.
An optimized profile:
If you haven’t already, claim your Business Profile and complete verification. This establishes trust with Google and gives you control of your information. (Pro tip: connect Bing Places and sync it with your GBP so updates carry over.)
Google favors complete, consistent profiles. Fill in:
Pro tip: Keep your NAP (Name, Address, Phone) identical across the web to avoid trust/consistency issues.
You have up to 750 characters—make the first ~250 count.
Starter template:
“[Brand] provides [core service] in [city/area], specializing in [niche/expertise]. Customers choose us for [proof points: experience, certifications, guarantees]. We offer [key services] with [standout benefits like same‑day service, transparent pricing, warranties].”
Your primary category is one of the strongest relevance signals. Add secondary categories to capture related searches you legitimately serve.
Insight: Analyses have shown businesses using several relevant secondary categories tend to rank better in Maps than those using none. Use only what truly fits your services.
Build out a complete list with names, concise descriptions, and pricing (when applicable). This boosts relevance and helps Google match you with more queries.
Selling products locally? Link your Business Profile to Google Merchant Center and submit a local product feed. This enables Local Inventory visibility and lets Google pull product titles, images, and prices directly into your profile—no manual duplication needed.
Attributes surface in search and can influence both visibility and conversions. Depending on your category and region, options may include:
Choose only those that genuinely apply.
If you don’t upload media, Google may surface a street view or customer‑submitted photo that doesn’t represent you well. Control the narrative:
Pro tips: Favor clarity over volume, write short captions for context, and optimize file sizes before upload.
Reviews influence both ranking and conversion.
Posts (Updates) are great for promotions, events, seasonal messages, and new services.
Seed frequently asked questions—and answer them.
Turn on messaging so prospects can text you from Search/Maps. Route notifications to the right person and set expectations for response time.
Out‑of‑date hours lead to frustration and negative reviews. Update immediately for holidays, emergencies, and seasonal changes. Review your details quarterly.
Optimization isn’t “set and forget.” Make ongoing GBP care part of your local SEO routine:
Think of your Google Business Profile as a 24/7 digital storefront. In 2025 it’s not just a directory listing, it’s a core local SEO asset that deserves the same care as your website.
How we help:
Hearthstone Marketing can handle full‑service GBP optimization category selection, product/service buildout, Merchant Center connection, review generation workflows, content and posts, photo strategy, messaging setup, and ongoing monitoring so you win more local searches and convert more local customers.
Ready to strengthen your local presence? Get in touch with Hearthstone Marketing and let’s optimize your Google Business Profile the right way.
