Local SEO Checklist: Optimize Your Google Business Profile

For local businesses, your Google Business Profile (GBP) is often the first impression you make online, and in many ways, it’s even more important than your website. Why? Because it directly drives local search results across Google Search, Google Maps, and even Google Assistant for voice searches.  

In fact, nearly 46% of all Google searches have local intent, and 64% of users turn to Google Business to find business information before making a decision. 

That means your profile isn’t just about showing up—it’s about winning both new customers and repeat business by making it easy for people to find, trust, and choose you. An optimized GBP boosts your visibility, highlights your credibility, and ensures customers see the best of your business the moment they search.  

In this blog, we will explore an easy checklist for optimizing your Google Business Profile so that you can use it for more high-intent leads and grow your business. 

In a Nutshell 

• GBP as a Mini Sales Funnel: Your Google Business Profile guides potential customers from discovery to action. Every element, including photos, reviews, and business information, impacts decision-making and leads conversion. 

• Visuals and Reviews Drive Engagement: Profiles with 100+ high-quality images see higher engagement, including more calls, direction requests, and website clicks.  

• Regular Updates and Consistency Matter: Maintaining accurate information and a consistent NAP (Name, Address, Phone) across all platforms improves visibility and reflects legitimacy. 

• Proactive Q&A and Local Keywords: Using the Q&A section strategically and naturally integrating location-based keywords strengthens local search relevance. 

• Track Performance with UTM & GA4: Adding UTM parameters to profile links and leveraging Google Analytics 4 enables businesses to understand customer behavior and optimize profiles based on actionable insights. 

What is New in the GBP Profile? 

Here’s a simple breakdown of what’s new in the Google Business Profile (GBP) in 2025: 

• Some features are gone – Google has removed in-profile chat, call logs, and websites hosted on GBP. 

• Stricter verification – If your profile has duplicate listings, outdated information, or errors, it can get suspended quickly. 

• AI-driven results – Google’s new AI overviews use your profile content to answer search queries, but only if the info is updated and well-structured. 

• Fake review cleanup – Google has removed many suspicious reviews, so only genuine and quality reviews help your business stand out. 

How Customers Interact with Your Google Business Profile? 

If you can map the customer journey within your Google Business Profile, the work process to optimize the Google Business Profile for local SEO will be easier. 

So, how does the Google Business Profile work? It is exactly like a sales funnel. 

Let’s take an example here: 

A user searches “best locksmith near me.” Within seconds, they enter a decision-making flow that mirrors a sales funnel: 

• Top of funnel – Search: They see your profile appear among competitors. 

• Middle of funnel – Scan: They quickly assess credibility through ratings, photos, business hours, and recent reviews. 

• Bottom of funnel – Take Actions: They decide to call, get directions, or book an appointment directly or visit your website for more information. 

That means you can afford to miss even one single element, like outdated photos or unanswered reviews, which can be a lead that leaks out of the funnel. That’s why how well you optimize the GBP profile, the chances will be higher of local lead conversion. 

GBP Optimization Checklist: How to Optimize Your Google Business Profile? 

Claim or Create Your Google Business Profile 

In the local SEO checklist for GBP optimization, the first thing to do is either set up the profile from scratch or, if it already exists but isn’t claimed, you cannot take its ownership to control the information displayed. Without ownership, you can’t optimize or update the listing effectively. 

Verify Your GBP to Reflect Business Legitimacy 

Verification of the Google Business Profile is crucial. It signals trust to both Google and customers. A verified profile is less likely to get flagged or suspended, and it proves your business is real. However, the process verifies for a service and a business with a physical storefront. 

Regarding the verification process, you can use postcard methods, phone, emails, Google Search Console, video chat, and bulk verification.  Pick out whatever process you find convenient and appropriate for your business. 

Optimize the Basic Information about your Business 

As we told earlier, the mid-funnel prospect will verify the details during the mid-funnel.  That means the details need to be there. 

Fill out every field: business name, category, address, phone number, and website. Update hours and services on Google Business Profile. 

The more complete your profile, the easier it is for customers to decide quickly.  Focus on the accuracy and clarity, which matter most to customers when making a decision. 

Enhance Visuals using Media Files 

As a leading local SEO services provider, we count the CRO of Google Business Profile as success. We have found visuals in Google Business Profile can enhance customer engagement by 42%.  

In fact, the volume of images also matters here. GBP profiles with 100 or more photos generate dramatically higher engagement. It is even over five times more calls, 27% times more direction requests, and 10 times more website visits. 

The experts from our local SEO company, focus on uploading high-quality photos and videos constantly to build instant credibility. Upload images of your storefront, interiors, team, and products/services. We update visuals frequently as fresh content keeps your listing active and appealing. 

This is the rule of thumb that we follow. Honestly speaking, every marketing team has its own sauce. Hence, we always refer to what Google guides. For Best practices for Google Business Profile photos and posts, you can refer to Google guidelines.  

Update and Monitor the Profile to Maintain Consistency 

Google rewards active profiles. Keep your hours, services, and holiday updates up to date. Regularly monitor for incorrect edits (yes, users can suggest changes).  

A neglected profile with outdated information can frustrate potential customers. And, it can impact trust. 

List of things to Maintain Consistency: 

• Maintain the accuracy of the service area and address  

• Ensure the number of categories describes your core business 

• Audit your profile to avoid the chance of keeping restricted content 

• Maintaining the Genuine experience 

Build up a Good Velocity of Authentic Reviews 

Reviews serve as social proof and significantly impact local SEO rankings on Google Local Pack 3.  That’s why we keep this as one of the priorities on our local SEO checklist for Google Business Profile optimization. 

However, one thing we must say here is that reviews contain: the number of authentic Google reviews, Google ratings, and also the reviews on other platforms ( third party reviews). Yes, all these combine to affect the rank on local searches. 

How to get more reviews on Google Business Profile? It all depends on how effectively you develop a local SEO strategy around your precise community from the targeted demography.  

You can‘t force anyone to leave a review. That’s where you have to be a little sensitive to get top of mind for your customers. 

 Ask satisfied customers for feedback immediately after the sale or service is completed. Send a personalized message with the review submission link. 

Always remember that a steady flow of genuine reviews is more valuable than sudden spikes.  

And, one thing that all experts may advice is to always respond to reviews, even if it’s a negative one.  It shows you value customer input and responding to reviews affect Google Business Profile ranking. 

Check, Review, and Answer the Q&A Section 

Use questions & answers in Google Business Profile effectively, as Google’s Q&A is often overlooked but plays a big role in customer decisions. Regularly review the questions, answer them professionally, and even seed common FAQs yourself.  

Your Google Business Profile’s Q&A section isn’t just for customer inquiries. It’s a chance to tell your story. By posting and answering common questions yourself, you make it easier for potential customers to find the information they need instantly. 

It even gives your Google business profile content a good structure. More customers will visit your profile for prompt. The clear answers reduce friction and guide potential customers. 

Optimize the Profile Using Local Keyword Organically 

Use location-based keywords naturally in your business description, services, and posts.  In fact, you can also make most of the Q&A section to include the local keyword organically. It also helps your inclusion of local content along with the local keyword here. Organic keyword placement boosts local search visibility. 

Maintain the NAP Consistency with Other Listings 

NAP means Name, Address, Phone Number. Ensure these details match exactly across all directories, social media platforms, and your website. If you miss this step, it will confuse Google and customers. It can even lower your chances of ranking well in local search. 

As we mentioned earlier, Google also considers third-party reviews as a key indicator of trust. The logic here is to establish a showcase of credibility using NAP consistency. 

Use UTM Parameters and Advanced Analytics for Performance Tracking 

Add UTM parameters to the links in your Google Business Profile (such as website or booking links) to effectively track traffic and gain new insights into how users interact with your profile.  

By making best use of Google Analytics 4 (GA4), you can monitor specific actions and behaviors across multiple touchpoints.  

Advanced attribution models in GA4 help you link conversions to the exact campaigns and channels that drove them, providing accurate ROI analysis. This deeper tracking not only shows what’s working but also highlights areas where your profile can be optimized for better performance. 

Parting Thoughts on GMB Optimization 

A Google Business Profile is more than just a listing, it works like a mini sales funnel. It helps potential customers find your business and take action quickly. Every detail matters: complete information, clear photos, helpful Q&A, and tracked links all build trust and keep people engaged. Using UTM links and Google Analytics 4 lets you see what’s working and make smarter decisions. With the right strategy, your profile can attract more leads and continue to improve over time. 

Want to level up your marketing campaign with more advanced and localised techniques? Trust the TTC team. What sets us apart as a local SEO agency is our expertise and experience.  We combine strategic optimization with advanced features and tools to deliver effective solutions. We bring more clarity to all high-intent, local, and targeted audiences. Our team helps small and local businesses attain business growth.