You set up your Google Business Profile. Hours are correct, phone number’s there, you even uploaded your logo. And then you waited for the calls to start rolling in.
Still waiting?
That’s because claiming your profile is step one. If you haven’t done that yet, start with our complete setup guide. But if you’ve already got a verified profile and it’s just sitting there, this post is for you. These are the things that turn a basic listing into something that actually brings in customers.
Pick the Right Categories (Most People Get This Wrong)
Your primary category is probably the single most important thing on your entire profile. It tells Google what searches to show you in. Get it wrong, and you’re invisible to the people looking for exactly what you do.
Here’s what most business owners do: they pick one broad category and never think about it again. “Restaurant.” “Contractor.” “Consultant.”
That’s a problem, because 86% of all Google Business Profile views come from category-based searches — people searching “plumber near me” or “Italian restaurant open now.” Not people searching your business name. People who have no idea you exist yet.
So your categories need to be specific. A plumber in Arroyo Grande shouldn’t just be “Plumber.” The primary category should be “Plumber,” yes, but add secondary categories like “Water Heater Installation Service,” “Drain Cleaning Service,” “Gas Installation Service.” Whatever matches the work you actually do.
To check what categories are available, just start typing in the category field when editing your profile. Google has hundreds of options, and the specific ones are where the opportunity is.
One more thing: look at what categories your competitors are using. Search for your main service in your area, click on the top results, and check their profiles. It gives you a sense of what’s working in your market.
Photos That Actually Help (Not Just Your Logo)
Your logo and a stock photo of a handshake aren’t doing anything for you. Google wants to see real photos of your real business. And so do your customers.
According to Birdeye’s research, profiles with 15 or more photos get stronger engagement across the board. More clicks, more calls, more direction requests.
Here’s what to photograph:
- Exterior: Your building, storefront, signage. This helps people recognize you when they show up.
- Interior: Your shop, office, waiting area. People want to know what they’re walking into.
- Your team: Real people, not stock photos. A friendly face goes a long way.
- Your work: Before and after shots, finished projects, plated dishes, styled hair. Whatever you do, show it off.
- The little details: Your product display, your equipment, your workspace. These build trust.
Aim for at least 15 photos total, and add a few new ones every quarter. You don’t need a professional photographer. Phone photos taken in decent light work fine. The point is that they’re yours, showing your actual business. Not a stock photo version of it.
Reviews: Getting Them and Responding to Every Single One
Reviews are the currency of local search. More reviews (and better ones) push you higher in results. But the part most businesses miss is this: 88% of consumers would use a business that responds to all its reviews. That drops to 47% if you don’t respond at all. Almost half your potential customers, gone, because you didn’t type a two-sentence reply.
Getting more reviews:
- Ask right after a positive interaction. The dentist appointment went great? Ask before they leave. The project just finished? Send a text with your review link that day.
- Make it stupid easy. Google gives you a short link you can share by text, email, or even on a receipt. Use it.
- Don’t bribe. No discounts for reviews, no “leave us 5 stars and get 10% off.” Google catches this and it’ll get your reviews removed.
Responding to good reviews:
Keep it short and real. Thank them by name if you can. “Thanks, Sarah! Glad we could get that leak fixed before the weekend. Appreciate you taking the time.” That’s it. Don’t write an essay.
Responding to bad reviews:
This is where it matters most. Stay calm. Acknowledge what happened and offer to make it right offline. “I’m sorry that was your experience, Mike. That’s not what we aim for. I’d like to make this right — could you give us a call at [number]?” You’re not trying to win the argument. You’re showing everyone else who reads that review that you care.
Google Posts: Your Free Mini Billboard
Google Posts are short updates that show up right on your profile. Think of them as little announcements. Most businesses either don’t know about them or forget about them entirely, which means using them puts you ahead of most of your local competition.
What to post:
- Offers: “$50 off drain cleaning this month”
- Updates: “We just added evening appointments on Wednesdays”
- Events: “Open house this Saturday, 10am-2pm”
- Before and after: Show a project. A new install. A transformation.
- Tips: “Three signs your water heater is failing” (helpful content that shows expertise)
Post once a week if you can. Even every other week beats what most businesses do, which is nothing. Regular posts show Google (and your potential customers) that you’re active and paying attention. Standard posts stay visible for about seven days, so fresh content keeps your profile from looking abandoned.
Keep each post short. A couple sentences and a photo. That’s all it takes.
Your Monthly 15-Minute Routine
All of this sounds like a lot when you read it at once. In practice, it’s about 15 minutes a week once you get into a rhythm. Here’s what a monthly routine looks like:
Every week:
- Post one Google Post (photo + a couple sentences)
- Respond to any new reviews
Every month:
- Add 2-3 new photos
- Check your Q&A section for spam or questions you haven’t answered
- Glance at your Insights. Google shows you how many people viewed your profile, what searches they used, and what actions they took. If calls are dropping or direction requests are down, something changed and you should investigate.
- Verify your hours, especially around holidays
Every quarter:
- Review your categories. Did you add a new service? Add a secondary category.
- Check that your business description still reflects what you do
- Look at competitor profiles to see if they’re doing something you’re not
Block 15 minutes every Monday morning. Put it on your calendar. In three months, your profile will look completely different from where it is now.
What YouGrow Does Differently
If you read all of this and thought “I don’t have time for that,” you’re not alone. Most business owners don’t. That’s exactly why we built our Local SEO service.
For $99 a month, we handle your Google Business Profile optimization, your review management, weekly Google Posts, and your business listing across 70+ online directories. Same name, same address, same phone number, everywhere — so Google trusts that your info is accurate.
Some business owners want to handle this themselves, and everything in this post gives you the playbook. But if you’d rather spend Monday mornings running your business instead of updating your Google profile, we’re here for that.
Onur builds websites and manages local search for SLO County small businesses at YouGrow.pro. Based in Arroyo Grande. Local SEO starts at $99/month.