Google My Business Optimization: Local SEO Guide 2026

What is Google My Business / Google Business Profile?

Fundamental Facts About GBP

Google My Business, also known as Google Business Profile (GBP), is a free tool that helps businesses stand out in Google searches and Google Maps. It allows businesses to manage their public information related to local SEO strategies to increase visibility. Now, instead of Google My Business, the functionalities and purpose are the same, but the rebranding reflects a more modern and streamlined way of managing profiles. This tool is a key part of any local SEO plan, as it directly affects rankings in local results.

How Google Business Profile Works

The Google Business Profile appears on Google Maps and in local search results, often in the so-called Local Pack, where the most relevant businesses for a given search are highlighted. Through the profile, owners can manage information such as address, working hours, phone number, description, and photos. Google uses this data to display relevant and accurate information to users. Incorporating the right keywords, updating content, and active communication through reviews and posts help the profile reach a broader audience.

Why is Google My Business Optimization Important for Local SEO?

Frequency of Display and Impact on Ranking

The Google My Business profile significantly influences local ranking, especially in the Local Pack and Maps results. An accurate and fully optimized page increases the chances of your business appearing at the top of relevant searches. By 2025, GBP influences 19.2% of local SEO factors, making this strategy critical for any business aiming to stand out in their local community. 91% of searches with local intent display GBP profiles, so optimizing them is key to better visibility.

Impact on CTR and Conversions

According to the latest data, 47% of clicks in Maps results go directly to GBP listings, not organic results. This means a well-optimized profile is often the first contact point where potential clients learn basic information or contact your business. A quality profile with active reviews, clear photos, and detailed descriptions increases the likelihood of users visiting your location or reaching out. In practice, companies with good GBP profiles record significantly more calls, direction requests, and visits, directly affecting revenue.

How to Optimize Your Google My Business Profile

1. Identify Relevant Keywords

First, conduct keyword research relevant to your business and local community. Use tools like Google Keyword Planner or local SEO tools to identify terms with high search volume and low competition. Incorporate these keywords into your business name, description, services, and posts. For example, if you're a carpenter in Niš, keywords like “carpenter Niš” or “furniture making Niš” could be crucial. These words help Google better understand your business and display you to users searching for your services in your area.

2. Optimize Business Name

The business name should be accurate and consistent across all listings, including GBP, social media, and local directories. Avoid keyword stuffing, as Google may penalize such profiles. For example, if you run an auto repair shop in Belgrade, “Auto Repair Belgrade” is good, while “Auto Repair Belgrade – Auto Repair, Service, Fast Service” is excessive. Consistency is key—using the same name on your site, reviews, and other platforms helps strengthen local SEO and rankings.

3. Optimize Business Description

The description is an opportunity to include relevant local keywords and clearly state what your business offers. Recommend describing specialties, advantages, and why your services or products are the best in town or municipality. For example, “We are a leading provider of painting services in Novi Sad, specialized in quick and high-quality façade coating and protection.” The description should sound natural, not spammy, to avoid penalties from Google.

4. Add Services and Products

It is very important to fill out the services and products section. These are specifications used by Google for better categorization and displaying your profile in relevant queries. If you have a restaurant, list dishes, delivery conditions, or reservation options. If you're an attorney, particularly highlight legal areas of expertise. Including prices or packages increases trust and can boost conversions by up to 28%.

5. Posts and Regular Content Updates

Posts are a great way to maintain activity on your profile and increase chances of appearing at the top of results. Regularly publish offers, promotions, event notices, or new services—at least once a week. Google prioritizes profiles with up-to-date content, and such businesses appear 2.8 times more often at the top of map results. Keeping content fresh ensures your profile remains relevant and benefits your SEO.

6. Photos and Video Content

High-quality photos and videos boost trust and CTR. Upload your logo and cover photo, then take professional pictures of your space, products, and team. Video content and Shorts are increasingly popular, and Google highlights them as strong engagement signals. Regularly adding visual content increases interaction by 41% compared to listings with poor images.

7. Managing and Improving Reviews

Reviews are one of the most important factors in Google's algorithm. Actively seek reviews from satisfied clients via SMS, email, or QR codes in-store. Respond to all reviews, thank positive ones, and address negative or constructive feedback with solutions or apologies. A profile with active reviews, where the owner responds, has an average conversion of 5.1%. This demonstrates how important reviews and trust are for local SEO, as they create social proof and trust in your business.

Common Mistakes in GMB Optimization

Incomplete or Incorrect Information

Mismatched data about address, hours, or categories causes user frustration, erodes trust, and lowers ranking. Often, some businesses have duplicate or incorrect listings, leading to confusion. The solution is detailed checking of all data and maintaining consistency across all platforms and directories. If you have duplicate or incorrect listings, request their merging via Google Support.

Poor or Low-Quality Photos

A profile with poor or no visual content leaves a bad impression. Poor images, bad lighting, or outdated visuals reduce CTR and trust. Regularly posting professional photos of your space, services, and team can increase your chances of standing out. Seasonal photos also help properly represent your business during key periods, like holidays or promotions.

Inactivity and Rarity of Communication

Ignoring reviews or user questions can lead to loss of trust and reduced visibility. Google favors businesses that actively engage, post regularly, respond to inquiries, and keep profiles updated. Engage daily or at least weekly to keep your profile current and relevant.

Conclusion – Continuous Optimization of Your Business Profile

Key Recommendations

Google Business Profile requires ongoing maintenance and updates. Ensuring data accuracy, active review management, regular posts, and visual content are essential to maintain and improve results. Continuous optimization enables long-term strengthening of local SEO and better visibility in Google Maps and search results. Participating in these processes is a significant factor in line with the latest trends and algorithms.

Frequently Asked Questions (People Also Ask)

How to optimize your Google My Business profile?

To successfully optimize your profile, ensure all information is complete and accurate. Include keywords in the name, description, services, and posts, fill out all sections, and regularly update the content. Periodically check Insights, monitor reviews, and use photos and posts to actively communicate with users.

How to improve ranking on Google My Business?

The ranking improves through active review management, quality visual content, use of relevant keywords, and maintaining data consistency (NAP). Also, regular posts and responding to questions contribute to visibility. It is also important that local citations match the information on the profile.

What is Google My Business and how does it work?

GMB is a free tool that allows businesses to manage their public information, which Google displays in Maps and search results. Using the profile, you can add, update, and monitor reviews, photos, posts, and metrics — all aimed at increasing visibility and engagement with local users.

How to add keywords to Google My Business?

Include them naturally in the company name, description, services, and posts. Avoid spam and excessive keyword stuffing. The goal is for the words to be organically integrated so that Google better understands your profile and displays it for relevant searches.

How to improve local SEO with Google My Business?

Combine GBP optimization, local content on your website, citations, and presence on local portals. Additionally, working on partnerships and obtaining reviews will further strengthen your position in local results.

Is Google My Business free?

Yes, the tool is completely free and intended for any business that wants to stand out in the local community.

How to ask for more reviews on Google?

The final tip is actively requesting reviews from satisfied clients using various channels: SMS messages, email, QR codes in the premises, or direct links. Be proactive and constantly remind your clients of the importance of reviews for your business.