What is Google My Business and How to Optimize It

If you want more customers to find your business online, you need to be on Google My Business (GMB).
It’s a free tool that helps your business show up when people search nearby. Whether you run a small bakery, a repair shop, or offer local services, knowing how to optimize Google My Business can make a huge difference.

If you’re also working on your Local SEO strategy, this is the perfect starting point. Learn more about Local SEO here.

What is Google My Business?

Google My Business is like your digital storefront on Google. When someone searches for “coffee shop near me” or “plumber in Chicago,” Google shows businesses with active GMB listings.

Why it matters:

Your business appears in local search and Google Maps.
Customers can see your hours, address, website, and reviews easily.
It builds trust fast — people love businesses with good reviews and real photos!

Setting Up Your Google My Business Profile

Getting started is simple. Here’s how you do it:

Create a Google account if you don’t have one.
Go to Google Business Profile Manager and click “Manage Now.”
Search for your business. If you find it, claim it. If not, click “Add your business.”
Fill out the details: Business name, address, phone, website, and category.
Verify your business. Google will send a postcard with a code to your address.

Note:
Make sure your Name, Address, and Phone number (NAP) match everywhere online. This helps increase your local visibility.

How to Optimize Your Google My Business Profile

Once your GMB listing is live, you need to make it shine!

1. Complete Every Section

Fill out every part — hours, website link, services, and a business description. A complete profile ranks better.

2. Pick the Right Category

Choose the category that best fits your business. Example: A cake shop should select “Bakery,” not just “Food Service.”

3. Add Service Areas

If you deliver or serve in different areas, add them. This helps you appear in more searches around you.

4. Write a Clear Business Description

Tell people what makes you special. Use simple keywords naturally, like “affordable haircuts in New York” or “trusted home cleaning service.”

5. Add Photos and Videos to Build Trust

Photos and videos make a huge difference. A listing with pictures gets way more clicks than one without!

a) What to Upload:

Outside Photos: Show the front of your store.
Inside Photos: Show your clean, welcoming space.
Product Photos: Share best-selling items.
Team Photos: People love seeing who they’ll meet!

b) Video Ideas:

A quick tour of your shop
A short clip showing your service in action

Use bright, clear images — no blurry shots!

6. Post Updates and Manage Reviews

Posting and replying to reviews keeps your GMB active — and Google loves active businesses!

a) Make Regular Posts

Post about:

Sales
New services
Upcoming events
Holiday hours

Note: Posts expire after 7 days, so keep adding new ones!

7. Collect and Respond to Reviews

After every happy service, ask for a review. Reply to every review — thank customers for positive ones, and politely respond to negative ones.

Example:
“Thank you for your visit! We’re happy you had a great experience.”
“Sorry about your experience — we’d love a chance to make it right.”

Track Your Data with GMB Insights

Once you have your Google My Business (GMB) listing set up and running, it’s important to know how it’s performing. GMB Insights is a free tool that shows you valuable data about how customers are finding and interacting with your business.

Think of GMB Insights like a report card for your listing. It helps you see what’s working and what you might need to change to get even better results.

Here’s what Insights can tell you:

1. How People Found You (Search or Maps)

It shows whether customers found you by:

Direct Search: When someone searches for your exact business name, like “Sunny’s Bakery.”
Google Search: When someone searches by category or service, like “bakery near me” or “best plumber in town,” and finds your business.
Google Maps Search: When someone finds your business while browsing on Google Maps. If many people are finding you through Maps, it’s important to keep your address, service areas, and location pin 100% accurate!

2. What Actions They Took

Insights tracks what customers did after finding your business, like:

Clicked to call you
Visited your website
Asked for directions
Viewed your photos

3. Where Your Customers Are Located

Insights can show you what cities or neighborhoods your customers are coming from.
This helps you understand your audience better and even decide where to advertise if you plan local promotions. If you notice most customers are from a nearby town, you might offer a special delivery service just for that area

Advanced Tips to Improve Your GMB Profile

Once you’ve set up your Google My Business profile and filled out all the basics, you might wonder, “What else can I do to stand out?” A few extra steps can make a big difference in how customers see your business online!

Here are some advanced tips to really improve your GMB profile and bring in more attention:

1. List Your Products and Services

If you sell products or offer services, make sure they’re listed on your GMB profile! This helps people quickly see what you offer without needing to visit your website.

Here’s what you should do:

Add the name of the product or service.
Write a short, clear description.
Add a price or price range.

Example:
If you own a bakery, you can list:

Chocolate Chip Cookies – Freshly baked daily – $2.00 each
Birthday Cakes – Custom designs – Starting at $30.00

Having your products or services listed makes it easy for customers to know exactly what they can get from you.

2. Highlight Special Features

Google My Business lets you add special labels, called attributes, to your profile. These features tell people something unique about your business at a glance.

You can mark your business as:

Women-owned
Veteran-owned
Wheelchair accessible
Outdoor seating available,
and more!

Example:
If you run a coffee shop that’s wheelchair accessible and pet-friendly, adding these labels can attract more customers who are specifically looking for that experience.

Special features also help your business show up when someone searches for things like “wheelchair accessible restaurant near me.”

3. Use UTM Codes to Track Your Traffic

If you want to get smart about your marketing, UTM codes are your friend. UTM stands for Urchin Tracking Module — but don’t worry, it’s easier than it sounds!

In simple words, a UTM code is a small piece of text added to your website link. It helps you track exactly how many people click from your GMB listing to your website.

Here’s how it helps:

See which posts, offers, or updates get the most clicks.
Know if your GMB listing is sending real traffic.
Measure what’s working — and what’s not.

If you post a special “Spring Sale” offer on your GMB listing, a UTM code will tell you exactly how many visitors came to your website because of that post.

You can easily create UTM links using free tools like Google’s Campaign URL Builder

Why These Steps Are Important?

Lots of businesses claim their Google My Business listing, but only a few really optimize it. By listing your products, highlighting your special features, and tracking your traffic with UTM codes, you show Google (and your customers) that you are active, trustworthy, and worth visiting.

The small extra steps you take today can turn into more clicks, more calls, and more customers tomorrow!

Common Mistakes to Avoid

Avoid these common mistakes that can lower your chances of showing up in Google search results

Inconsistent Information

Always double-check your name, address, and phone number everywhere — on Facebook, your website, GMB and other directories.

Keyword Stuffing

Don’t stuff your business name with too many keywords — it looks unprofessional and can lower your ranking.

❌ Bad:
“Best Fresh Baked Cakes Cookies Cupcakes Bakery Near Me”

✅ Good:
“Sweet Crumbs Bakery”

Ignoring Reviews

Ignoring reviews can make your business look careless to customers — and to Google. Always respond!

Example for Reviews:

Customer Review: “Great coffee but slow service.”

Your Reply: “Thank you for your feedback! We’re working on faster service and hope to see you again soon.”

Customer Review: “Loved the birthday cake I ordered!”

Your Reply: “Thank you so much! We’re thrilled you enjoyed the cake. Hope to bake for your next celebration!”

Summary

Now you know exactly what Google My Business is and how to optimize Google My Business to grow your visibility and bring more local customers to you.

Create and verify your listing
Complete every section
Post often
Ask for reviews
Track results with Insights
Keep everything updated

Setting up your GMB only takes a little time — but it can bring a lot of new customers to your door!

FAQs

1. Is Google My Business really free?

Yes! Google My Business is completely free to set up and manage. You don’t need to pay anything to create your listing, post updates, add photos, or respond to customer reviews.

2. How long does verification take?

Verification usually takes about 5 to 7 business days. Google will mail a postcard with a verification code to your business address, and you’ll use that code to confirm your listing.

3. Can I have a GMB profile without a physical address?

Yes, you can! If you travel to customers instead of having a physical shop, you can set up your GMB profile as a “service-area business.” This way, your address stays hidden, but people can still find your services.

4. How often should I post updates?

It’s best to post updates at least once a week. Regular posts show Google — and your customers — that your business is active and up-to-date, which can help improve your visibility.

5. What kind of posts work best?

Posts about special promotions, new services, seasonal offers, or upcoming events tend to get the most engagement. Short, exciting updates with a clear call-to-action (like “Call Now” or “Learn More”) work really well.

6. Can I reply to negative reviews?

Yes, and you definitely should! Always respond politely to negative reviews. Thank the customer for their feedback and offer to make things better — it shows professionalism and care.

7. How do photos help my GMB listing?

Photos make your listing more attractive and trustworthy. Businesses with photos get more clicks, calls, and direction requests because people love seeing what a place looks like before they visit.

8. Should I use my business keywords in the description?

Yes, but use them naturally. Instead of stuffing your description with lots of keywords, write clearly about your services and include important words in a way that sounds helpful and friendly.

9. Can I manage multiple locations?

Yes! Google My Business lets you manage multiple locations under one Google account. This is perfect if you own several stores or serve different areas.

10. Can bad reviews hurt my ranking?

A few bad reviews won’t ruin your ranking, but if you ignore them or have lots of unresolved complaints, it can hurt your reputation. Always respond to reviews quickly, politely, and professionally to maintain customer trust.