Your Google Business Profile (GBP) is the most important local marketing asset you have. It determines whether your business shows up in Google Maps, influences which searches you appear for, and is often the first impression a potential customer gets of your business.

Most businesses set it up once and forget it. That's a mistake. Here's how to optimize every element.

Step 1: Get the Category Right

Your primary business category is the single most powerful ranking signal in your GBP. Google uses it to determine which searches you're eligible to show up for.

How to choose:

  1. Search your main service + city in Google Maps
  2. Click on top-ranking competitors and view their categories
  3. Choose the most specific category that accurately describes your primary business
  4. Add secondary categories for every other service type you offer

Never keyword-stuff your business name to try to influence categories. "Johnson Plumbing — Best Plumber Silverdale WA" violates Google's guidelines and can get your profile suspended.

Step 2: Write a Killer Business Description

You have 750 characters. Use them all. A good description:

  • Naturally mentions your primary services (don't force keywords unnaturally)
  • Names the cities and regions you serve
  • Explains what makes you different or why customers choose you
  • Is written for humans, not search engines

Example (for a landscaping company in Poulsbo):
"Pacific Coast Landscaping has served Poulsbo, Bremerton, Silverdale, and Kitsap County homeowners for over 15 years. We specialize in landscape design, installation, lawn maintenance, irrigation systems, and seasonal cleanup. Our team is locally owned, fully licensed, and committed to transforming outdoor spaces that stand up to western Washington weather. Free estimates. Serving the entire Kitsap Peninsula."

Step 3: Build Out Your Services

The Services section is underused by most businesses. Add every service individually with:

  • A specific service name (not just "Our Services")
  • A description for each service (include natural keywords)
  • Price or price range if you're comfortable being transparent

This helps Google understand exactly what you offer and match you to more specific searches.

Step 4: Load Up on Photos

Businesses with 100+ photos get 520% more calls than those with fewer than 10. Photos build trust and communicate quality before a word is read.

Must-have photo categories:

  • Exterior — Your building/storefront from multiple angles and times of day
  • Interior — Waiting areas, workspaces, product displays
  • Team — Candid working shots, team portrait, owner photo
  • Work samples — Before/after, projects in progress, finished results
  • Products — If product-based
  • Logo — Clean, high-resolution

Name photo files with keywords before uploading. Add geo-tagged images when possible. Upload new photos regularly — recency of photo activity is a minor ranking signal.

Step 5: Add a Video

Only a small percentage of businesses have video on their GBP. A 30–60 second intro video (who you are, what you do, where you serve) immediately differentiates you and increases engagement significantly.

Step 6: Seed Your Q&A Section

The Q&A section is publicly writable — anyone can ask a question and anyone can answer. Get ahead of it by asking and answering your own FAQs:

  • "Do you offer free estimates?" → "Yes, we offer free on-site estimates for all projects."
  • "What areas do you serve?" → "We serve all of Kitsap County including Poulsbo, Bremerton, Silverdale, Port Orchard, and Bainbridge Island."
  • "Are you licensed and insured?" → "Yes, fully licensed in Washington State and fully insured."

Aim for 10+ seeded Q&As. Use natural language and include service/location keywords where they fit organically. Monitor for new questions and answer them promptly.

Step 7: Post Consistently

GBP posts function like a mini social feed that appears in your listing. Post at least once per week. Effective post types:

  • What's new — Announcements, new services, seasonal offerings
  • Offers — Discounts, promotions, free consultations (these show a "View offer" badge)
  • Events — If you host or participate in local events
  • Products — Feature specific products or services with photos

Every post can include a CTA button. Use it: "Call now," "Book online," "Get offer," "Learn more."

Step 8: Manage Reviews Actively

Reviews are both a ranking signal and a conversion driver. Your job:

  1. Generate a steady flow of new reviews (5+/month)
  2. Respond to every review within 24 hours
  3. For positive reviews: thank them, reinforce a keyword or service name, invite them back
  4. For negative reviews: acknowledge, empathize, offer to make it right, take it offline

Never: respond defensively, argue with reviewers, or post fake reviews.
Full guide: How to Respond to Google Reviews →

Step 9: Set Up Messaging (If Applicable)

Google allows customers to message businesses directly through GBP. If you can respond promptly, enable it. Fast response time (under an hour) is rewarded with a "Responds quickly" badge that improves your listing's credibility.

Step 10: Keep Information Current

Update your profile when:

  • Your hours change (especially holidays)
  • You add a new service
  • Your phone number, address, or website changes
  • You have a temporary closure or special hours

An outdated GBP (wrong hours, old phone number) actively damages trust and rankings.

Monthly GBP Maintenance Checklist

  • ☐ Respond to any new reviews
  • ☐ Publish 4 posts (one per week)
  • ☐ Upload 2–4 new photos
  • ☐ Check for and answer new Q&As
  • ☐ Review GBP Insights (views, search terms, call volume)
  • ☐ Confirm hours are accurate

Want It Done For You?

We handle complete GBP optimization and ongoing management for Kitsap County businesses. See our GBP service → or get a free audit to see how your profile currently stacks up.

Buzz Cue — Poulsbo, WA marketing agency. We help local businesses get found and get chosen. Start a conversation →