How Google My Business Impacts Local SEO + A Checklist to Make Improvements

Dana Fluegge
9 hours ago
5 min read

When someone nearby searches for a service you offer, like “plumber near me” or “best bakery in Bay City", Google doesn’t show them the same results it would for someone across the country.

Instead, it shows local results, and at the heart of those results is your Google Business Profile (formerly Google My Business).

If you run a local business, your profile is often the first thing people see, even before your website, social media, or even your storefront. It can help you show up on Google Maps, in the local “3-pack” (those top 3 listings under the map), and in regular search results for local terms.

Let’s break down how local SEO works, why your Google listing matters so much, and how to improve every section to get more visibility, more clicks, and ultimately more customers.

How Local SEO Works

Local SEO is how search engines decide which businesses to show when people search for something in a specific area. It’s based on three big factors:

Relevance – How closely your business matches what someone is searching for.
Distance – How close your business is to the person searching.
Prominence – How well-known or well-regarded your business is online.

Your Google Business Profile directly impacts all three of these.

It shows Google what you do.
It tells Google where you are.
And if you’re active, accurate, and consistent, it shows Google that you’re trustworthy and established.

Now, let’s walk through each part of your profile and how to make it stronger.

Section-by-Section Breakdown

1. Business Name

Use your real-world name. The one on your signs, website, and business cards.
Avoid adding extra words like cities or services (Google can suspend listings for that).

Make sure it matches exactly across your website, Facebook, Yelp, etc.

2. Categories

Your primary category should be your main service (e.g., “Coffee Shop” or “IT Support Company”).
You can add secondary categories for other services.

Choose the most specific, accurate category available. Don’t just pick “Store” if “Pet Supply Store” is an option.

3. Business Description

Use plain language to explain who you help and what you do.
This section doesn't directly affect rankings, but it helps people decide whether to click.

Include your town/city naturally, mention your services, and highlight what makes you different.

4. Location & Service Areas

If you have a physical storefront, your address is important.
If you go to customers (like a plumber), list your service areas like towns, cities, counties.

Keep your address and areas up to date, especially if you move or expand.

5. Hours

Google favors businesses with clear, consistent hours.
Don’t leave it blank or guess.

Update holiday hours regularly. If you’re open late one night a week, include that, it matters.

6. Phone Number & Website

Use a local area code when possible (not an 800 number).
Link to your homepage, or if you’re promoting something specific, link to that page.

Make sure the number and web address match what's on your website and social profiles.

7. Photos

Businesses with photos get more clicks.
Add a mix of interior shots, exterior, team members, services/products, and customers (if they’ve agreed).

Add new photos regularly. Just like social media, fresh content helps.

8. Posts

You can publish updates, promos, or events through your listing.
Posts are short and only last 7 days in search (except events).

Post weekly if you can. Think of it like a mini social media channel for searchers.

9. Reviews

Reviews are a big part of prominence in Google’s local ranking.
The more reviews you have (and the better they are), the more likely you are to show up.

Reply to every review even the bad ones. Be polite, real, and professional.

Ask happy customers to leave you a review!

10. Questions & Answers

Anyone can ask a question on your profile, and anyone can answer.
But if you’re proactive, you can ask and answer your own FAQs.

Add questions customers often ask, like “Do you take walk-ins?” and answer them yourself.

11. Products & Services

You can list your services and even create product “cards.”
This gives more keywords and info for Google to use and helps customers understand what you offer.

Fill this out in detail, using your real service names and brief descriptions.

12. Booking & Messaging

If you use a booking app, connect it to your listing.
You can also enable messaging so customers can text you directly from your profile.

Respond quickly. Google tracks how responsive you are.

Google Business Profile Checklist for Local SEO

Business Name

Use your real-world business name (no added keywords or locations).
Make sure it matches your name on your website and social media.

Categories

Choose the most accurate, specific main category.
Add secondary categories for other services you offer.

Business Description

Write a short paragraph about who you serve and what you do.
Mention your city or region naturally.

Address or Service Areas

Double-check that your address is correct.
If you travel to clients, list your service areas by city or region.

Hours of Operation

Set regular hours, including weekends or evenings if applicable.
Update for holidays or special closings.

Phone Number & Website

Use a local phone number, not a toll-free or tracking line.
Link to your homepage (or a relevant service page if needed).
Make sure both are consistent across other listings.

Photos

Add high-quality pictures of your space, products, or team.
Update regularly with new photos, don’t just set it and forget it.

Posts

Share weekly updates: promos, events, tips, or seasonal news.
Think of it as a mini blog or bulletin board for searchers.

Reviews

Ask happy customers to leave reviews regularly.
Reply to all reviews. Thank the good, and handle the bad professionally.

Questions & Answers

Add common questions customers ask and answer them yourself.
Keep an eye out for new questions from the public and respond quickly.

Products & Services

Fill in your key services with short descriptions and prices if possible.
List any standout products or packages.

Booking & Messaging

Connect your scheduling system if you have one.
Turn on messaging if you’re able to respond quickly (within 24 hours).

Final Thoughts

Improving your Google Business Profile isn’t a one-and-done project. It’s something to keep an eye on regularly like cleaning your storefront window or updating your hours. A complete, accurate, and active listing helps people trust you, and that trust shows up in your local rankings.

If you’re serving a specific area and want to show up when neighbors search for what you do, start with your profile. It’s your digital front door and it’s often the first one people knock on.

Noble Fox Media is a full-service marketing agency. We can manage all digital, print, and community-based marketing campaigns for small businesses, churches, and nonprofits. We work with any budget, adding more marketing as the business and budgets grow.

Reach out to work together!