GUIDE · PUBLISHED 2026-09-16

HOW TO OPTIMIZE YOUR GOOGLE BUSINESS PROFILE.

How do you optimize a Google Business Profile? Verify it, fill in every section with complete and accurate details, add real photos and videos, and reply to your reviews. Those are the steps Google's own help page lists for improving local ranking,1 and this Conqueror Capital guide turns them into a checklist you can work through in order.

Below: the checklist first, then the right categories, services, photos, videos and posts, following what Google's own help pages say today, including a feature Google has retired.

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THE CHECKLIST

12 steps, in order

  1. Is your profile verified?

    Google says verifying tells it you're authorized to represent the business, so the profile is more likely to show up in search results.1 Not verified yet? Start with Business Profile setup.

  2. Is there only one profile for your business?

    Google's guidelines say there should be only one profile per business; duplicates can cause problems with how your information shows on Maps and Search.2

  3. Does the name match your signage?

    Use your real-world name, as it appears on your storefront, website and stationery, with no added keywords.2 The table below lists what Google rejects.

  4. Is your primary category the most specific fit?

    Google asks for the fewest categories it takes to describe your core business.2 Pick the exact trade, then add extras only for things you really are.3

  5. Are your address or service area, hours and phone right?

    Google says businesses with complete and accurate information are more likely to show up in local results.1 Set special hours for holidays and short closures so your regular hours stay correct.9 Service-area business? List only the towns you actually serve: see service-area pages.

  6. Have you added your services and attributes?

    List each real service if your category supports it.4 Attributes, such as accessibility features or payment options, show on Search and Maps, and Google says adding certain attributes can help you show up in searches for places with those features.10

  7. Does the description say what you do, for whom, and where?

    Plain words, no links, and no focus on promotions or prices.2

  8. Do your photos and videos show your real work?

    Real jobs, team, storefront and vehicles, in focus and not heavily filtered.6 File sizes and formats are in the table below.

  9. Are you posting real updates, offers and events?

    Posts older than 6 months are archived unless they have a date range, so keep something current.7 More in posts and photos.

  10. Are you asking for reviews and replying to them?

    Google says replying shows customers you value their feedback, and that helpful replies can help your business stand out.1 Replies are checked against Google's content policies before they post.11 See how to get more Google reviews.

  11. Does your website back up the profile?

    Google counts how many websites link to your business as part of prominence.1 Show the same name, address and phone on your site as on the profile, and link the two. No site yet? See our website plan.

  12. Still not showing on Google Maps?

    Work through why your business is not showing on Google Maps, or let us handle the profile as part of local SEO.

WHAT CHANGED RECENTLY

from our blog

This guide covers what stays true. The blog tracks the changes as they land.

WHAT GOOGLE RANKS ON

relevance, distance, prominence

Google says local results are mainly based on relevance, distance and prominence.1 Relevance is how well a profile matches what someone searched for; distance is how far the business is from the searcher; prominence is how well-known the business is, including links to its website and its review count and ratings.1 Google also says there's no way to request or pay for a better local ranking.1

You can't move your location closer to searchers, so optimizing is about relevance (complete, accurate details) and prominence (real reviews and a strong website). This guide assumes you already have an eligible, verified profile. If not, start with Business Profile setup.

THE OPTIMIZATION TABLE

per Google's help pages
SectionWhat Google saysWhat to do
Business nameShould be your real-world name, with no keywords, taglines, hours, phone numbers or location details [2]Match your signage exactly. Keyword-stuffed names break the guidelines
Primary categoryPick the one that best describes the business, and a specific one from the list [3]Choose the most specific fit, for example the exact trade rather than a general one
Additional categoriesDon't add a category for every product or service; use a few [3]Add only categories for things you really are, like a bakery inside a grocery store [3]
ServicesAvailable for certain categories; custom services with prices or phone numbers in the name are rejected [4]List each real service, with a plain description
DescriptionNo links, and no focus on promotions, prices or sales [2]Say what you do, who for and where, in plain words
Service areaUp to 20 areas, by city or postal code, within about 2 hours' drive of your base [5]List the towns you actually serve. See service-area pages
PhotosJPG or PNG, 10 KB to 5 MB, 720 × 720 px recommended, in focus and without heavy filters [6]Real photos of your work, team, storefront and vehicles
VideosUp to 30 seconds, up to 75 MB, 720p or higher [6]Short clips of real jobs or the space
PostsUpdates, offers and events; posts older than 6 months are archived unless a date range is set [7]Post real news and offers; schedule or repeat them

Google changes these pages often. Check each linked help page before making big edits.

POSTS AND PHOTOS

the ongoing work
  • Pick the right post type. Updates can include a description, photo, video and button; offers need a title and dates and can include a coupon code and terms; events need a title and start and end times.7
  • Leave phone numbers out of posts. Google says posts containing phone numbers might get rejected.7
  • Use scheduling. Google lets you schedule a post or set it to repeat, and publish to one or several profiles.7
  • Show reality. Google asks for photos that are in focus, well lit and not heavily altered.6 Stock photos of someone else's work mislead customers.

RETIRED: Q&A

don't chase old advice

Many older checklists tell you to seed the Questions and Answers section. Google discontinued the My Business Q&A API on November 3, 2025, saying it was updating the Q&A functionality and user experience.8 If you relied on Q&A, put those answers on your website and in your services and description instead, and check your profile for what Google shows today.

FAQ

common questions

Will adding keywords to my business name help?

It breaks Google's guidelines, which say names shouldn't include keywords.2 It can also lead to a suspension.

How often should I post?

Google doesn't set a number. It does archive posts older than 6 months unless they have a date range,7 so post whenever you have real news, and keep at least something current.

Do reviews matter for ranking?

Google lists review count and ratings as part of prominence.1 Earn them honestly. See how to get more Google reviews.

Can you manage my profile?

Yes, if your business is eligible. It's part of our local SEO work, with the profile kept in your name.

Prefer a short checklist? Read Google Business Profile checklist: 20 minutes to a complete profile on our free small business guides site.

SOURCES

checked 2026-10-13
  1. Google Business Profile Help, Tips to improve your local ranking on Google.
  2. Google Business Profile Help, Guidelines for representing your business on Google.
  3. Google Business Profile Help, Manage your business category.
  4. Google Business Profile Help, Manage your services on your Business Profile.
  5. Google Business Profile Help, Manage your service areas for service-area and hybrid businesses.
  6. Google Business Profile Help, Manage your Business Profile photos and videos.
  7. Google Business Profile Help, Create and manage posts on your Business Profile.
  8. Google for Developers, Q&A API change log.
  9. Google Business Profile Help, How to set special hours.
  10. Google Business Profile Help, Manage your business attributes.
  11. Google Business Profile Help, Manage customer reviews.

KEEP READING

related pages
Business Profile setupEligibility to verification Get more Google reviewsAsk lawfully, reply, flag Local SEO checklistWhat to check, and how Not showing on Google Maps?8 causes to check Local SEOGet found nearby

Websites and local SEO by trade: plumbers · electricians · roofers · HVAC · handymen · landscapers · general contractors · all industries

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GUIDE · PUBLISHED 2026-10-13

HOW DO I GET MORE CALLS FROM GOOGLE MAPS?

How do you get more calls from Google Maps? Verify your Google Business Profile, put a local phone number on it, fill in every detail, add real photos, and earn and reply to reviews, because Google says complete, accurate profiles with more reviews are more likely to show up.1 Conqueror Capital, a Montreal-based web and local SEO company working with businesses across the US and Canada, sets this up for contractors and local businesses, but nobody can buy a higher Maps ranking: Google says there's no way to request or pay for one.1

Below: the steps in order, what Google says it ranks on, and how to count the calls your profile sends. Profile not showing at all? Start with why your business is not showing on Google Maps.

Last updated:

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THE STEPS

8 steps, in order

  1. Verify your profile

    Google says verifying tells it you're authorized to represent the business, so it's more likely to show up in search results.1 Not set up yet? See Business Profile setup.

  2. Use a local number that rings your business

    Google's guidelines ask for a phone number that connects to your individual business location, and a local number instead of a central call center helpline whenever possible.2

  3. Fill in every section

    Google says businesses with complete and accurate info are more likely to show up in local search results.1 Category, hours, service area, services: all of it. Our profile optimization guide goes section by section.

  4. Keep your hours right, including holidays

    A caller who reaches a closed business does not call twice. Google lists business hours, including special hours, among the details to provide.1

  5. Add real photos and videos

    Google says photos and videos let you show customers what you offer.1 Show real jobs, your team and your vehicles.

  6. Earn reviews and reply to every one

    Google says more reviews and positive ratings can help your local ranking, and replying shows you value feedback.1 Ask every happy customer: how to get more Google reviews.

  7. Link a website that matches the profile

    Google says prominence is based partly on how many websites link to your business.1 Use the same name everywhere: Google asks for your real-world name as used on your storefront, website and stationery.2

  8. Count the calls

    Your profile's performance report shows Calls, which Google defines as the number of times a customer clicked on the call button on your Business Profile.3 Check it monthly. More in how to track phone calls from Google.

WHAT GOOGLE SAYS IT RANKS ON

in Google's words

Google's help page says local results are mainly based on relevance, distance, and popularity, and describes each factor below.1

FactorGoogle's definitionWhat you control
RelevanceHow well a Business Profile matches what someone is searching for1Accurate category, services and description
DistanceHow far each business is from the customer who's searching1Nothing: you can't move closer to every searcher
ProminenceHow well-known a business is, also based on info like how many websites link to your business and how many reviews you have1Real reviews, a website, and mentions on other sites

WANT CALLS FASTER?

paid, and separate

Organic Maps results can't be bought. Google Ads can show your business in Maps as a labelled ad, which is a separate, paid channel. See Google Maps ads and local SEO vs Google Ads.

FAQ

how people ask it

How do I get more calls from Google Maps?

Verify your Google Business Profile, use a local phone number, fill in every detail, add real photos, and earn and reply to reviews. Google says complete, accurate profiles with more reviews are more likely to show up in local results.

Can I pay Google to rank higher on Google Maps?

No. Google says there's no way to request or pay for a better local ranking. You can pay for Google Ads, which appear as labelled ads, separately from the organic results.

What phone number should I put on my Google Business Profile?

A number that connects to your own business location. Google's guidelines ask for a local number instead of a central call center helpline whenever possible.

How do I see how many calls I get from Google Maps?

Open your profile's performance report and look at Calls, which Google defines as the number of times a customer clicked on the call button on your Business Profile.

Why am I getting no calls from Google Maps?

Usually the profile isn't showing for the searches that matter, or the details are incomplete or wrong. Check that it is verified, the category fits, the hours and phone are right, and that you have recent reviews.

SOURCES

checked 2026-10-13
  1. Google Business Profile Help, Tips to improve your local ranking on Google.
  2. Google Business Profile Help, Guidelines for representing your business on Google.
  3. Google Business Profile Help, Business Profile performance.

KEEP READING

related pages
Optimize your profileSection by section Not showing on Google Maps?8 causes to check Track phone calls from GoogleProfile, Ads, GA4 Get more Google reviewsAsk lawfully, reply, flag Local SEOGet found nearby

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Want us to look at why your profile isn't ringing? We will go through it with you on a 15-minute call.

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