Quick answer: Google local SEO starts with your Google Business Profile. Verify it, use your real business name, choose the most accurate primary category, add your services, hours and service area, upload current photos, and ask every customer for a review. Keep your name, address and phone identical on your website and directories, and check the Performance view monthly.

Your Google Business Profile (formerly Google My Business, renamed in 2021) is what appears in Google Maps and the map results when someone searches "dentist near me" or "AC repair". For most local businesses, it brings more calls than any page on their website. Here's how I set one up, field by field, using Google's own guidelines.

How Google ranks Business Profiles

Google says local results are "mainly based on relevance, distance, and popularity" (Google Business Profile Help). You can't change distance. A complete, accurate profile helps relevance, and reviews and links to your business help prominence. Google also says there's no way to pay for a better local ranking. My local SEO strategies guide covers the wider picture. This guide is just the profile.

The Business Profile checklist

1. Claim and verify

Search your business name on Google or Maps and claim the profile, or create one. Verification options vary by business. Until you're verified, your edits may not show.

2. Business name

Google's guidelines say your name "should reflect your business's real-world name, as used consistently on your storefront, website, stationery, and as known to customers" (Google Business Profile guidelines). Adding keywords or a city that isn't part of your real name breaks the rules and can get the profile suspended.

3. Categories

Your primary category tells Google what your business is, so it shapes which searches you appear for. Pick the most specific one that describes your core business ("Cosmetic dentist" or "Air conditioning repair service" rather than a generic option, if that's what you mainly do). Add a few accurate secondary categories. Don't add categories for services you rarely offer. If you run a dental practice, my guide to Google Business Profile settings for dentists covers which category to pick, how to list treatments and whether each dentist needs a profile.

4. Address or service area

If customers come to you, show your address. If you go to customers (most HVAC and plumbing companies), set a service area and hide your address. Google's guidelines say service-area businesses can't list a virtual office unless it's staffed during business hours.

5. Hours and special hours

Keep regular hours accurate and add special hours for holidays. Wrong hours lead to frustrated customers and bad reviews quickly.

6. Phone and website

Use a local number that matches your website. Link to the most relevant page, usually your home page or location page. Adding UTM tags to the link helps you see Business Profile visits separately in Google Analytics.

7. Services and description

List each service you offer, with a short description. Write a plain business description that says what you do, who you help and where. Google's guidelines don't allow links, prices or promotional offers in the description.

8. Photos and videos

Add real photos: your exterior (so people can find you), your team, your office or trucks, and your work. Replace stock photos. Add new photos from time to time so the profile looks current.

9. Posts

Posts let you share news, seasonal reminders and events. They're a good place to answer common questions and show that the business is active.

10. Reviews

Ask every customer the same way, at the same moment, with a direct review link. Reply to reviews calmly and without sharing private details. Google's policies don't allow incentives for reviews, and they don't allow merchants to "selectively solicit positive reviews from customers" (Google Maps user contributed content policy).

Related guide: How to get more Google reviews.

Keep your details consistent across the web

Your name, address and phone should match on your website, Business Profile, Bing Places, Apple Business Connect and the main directories in your industry. To find old listings, search an old phone number or address in quotes and exclude your own site, for example "(555) 555-0123" -site:yourdomain.com. My guide to Google search operators has more searches like this.

Features Google has retired

Older guides still recommend some features that no longer exist:

  • Chat and call history: removed on July 31, 2024. Where available, you can add a WhatsApp or text-message contact option instead (Google Business Profile Help).
  • Websites made with Business Profile: turned off on March 5, 2024. Business.site addresses stopped redirecting after June 10, 2024, so update your website link if you still use one (Google Business Profile Help).

Track what's working

Open the Performance view in your profile monthly. It shows how people found you, plus calls, direction requests, website clicks and bookings where available. Compare the same months year over year, because many local businesses are seasonal.

Get help with your profile

Business Profile optimization is a core part of my local SEO service. The free audit includes a review of your Google Maps ranking and Business Profile, plus what AI answers say about your business.

Get a free audit · Book a 30-minute strategy call

FAQ

What is Google local SEO?

Google local SEO is the work of helping your business show up in Google Maps and the local map results. It starts with a complete, verified Google Business Profile, plus reviews, consistent business details and a website that matches.

Is Google My Business the same as Google Business Profile?

Yes. Google renamed Google My Business to Google Business Profile in 2021. You now manage your profile directly in Google Search or Maps.

Can I add keywords to my Google Business Profile name?

No, not unless they're part of your real business name. Google's guidelines say your name should match your real-world name as used on your storefront, website and stationery.

Does Google Business Profile still have chat?

No. Google removed Business Profile chat and call history on July 31, 2024. Eligible businesses can add a WhatsApp or text-message option instead.

How often should I update my Google Business Profile?

Check it monthly. Update hours before holidays, add new photos and posts from time to time, and reply to new reviews as they come in.

Khalid Hossen has worked in SEO and Google Ads for 14+ years, with 150+ dental & local service businesses served, and helped scale two dental practices to $5M. No long-term contracts. Get a free audit of how your practice or business shows up in Google, Google Maps and AI answers.