Local search is the shortest path from someone’s phone to your front door. According to Google’s own data, “near me” searches have grown every year since 2019, and roughly four in five people who perform one visit a business within a day. If your Google Business Profile (GBP) isn’t buttoned‑up, you’re handing leads to the competitor down the block. Below are the concrete, field‑tested steps that move the ranking needle in 2025.
1 Claim—and complete—your profile
Google can’t rank what it can’t understand. Claim your listing, then fill every field: name, address, phone, website, hours, description, opening date, and service areas. Google states outright that “providing complete information improves your local ranking.” (support.google.com)
Pro tip: use a local area code instead of a call‑tracking number in the main “phone” field; place tracking numbers in the additional phone slots so NAP consistency isn’t broken.
2 Pick the right categories and attributes
Your primary category is a ranking heavyweight, so choose the closest match to your core service—“Roofing Contractor,” not the vague “Contractor.” Fill secondary categories for every profit center (e.g., “Gutter Installer,” “Siding Contractor”). Attributes like “LGBTQ+ friendly,” “Wheelchair‑accessible,” or “Emergency Services” can surface your listing for attribute‑based searches and trigger coveted “justification” snippets that appear under your listing (“Provides emergency service”). (daltonluka.com)
3 Optimize your description for local intent
The 750‑character business description is free keyword real estate. Work in primary services + city/region phrases naturally:
“ABC Roofing has protected Phoenix homes with asphalt‑shingle roof replacement and 24‑hour leak repair since 1998.”
These keywords can surface as bolded “justifications,” boosting click‑through because the searcher sees their query mirrored in your listing. (searchengineland.com)
4 Feed Google fresh photos and videos
Listings with 100+ photos get over 500 % more calls than those with a dozen or less. Google’s 2024 interface update lets you upload photos right from the public search view—no more digging through the old GMB dashboard. Post project shots, team photos, short vertical videos, and geotagged before‑and‑afters weekly. (elfsight.com)
Checklist for every upload
- Use 4:3 or square aspect ratios—Google crops wide shots.
- Filename: service‑city.jpg (e.g., kitchen‑remodel‑austin.jpg).
- Write a short photo caption with service + location.
5 Publish Google Posts—every seven days
Posts act like mini‑ads inside your listing and keep the profile “active” in Google’s eyes. A simple cadence works:
- Mon–Wed: “See our latest bathroom remodel in Buffalo—photos inside!”
- Thu‑Fri: Offer or coupon.
- Sat‑Sun: FAQ snippet or seasonal tip.
For restaurants and bars, a brand‑new “What’s Happening” section (rolling out now) lets you pin live specials or events that sync from Instagram or Facebook—zero extra work once connected. (theverge.com)
6 Win the review race
Quantity, velocity, and keyword‑rich content of reviews all influence ranking. Reply to every review (good or bad) within 24 hours; responses are a ranking factor and show prospects you’re engaged. Invite happy customers with a direct link or QR code on invoices—aim for three to five new reviews per month to keep momentum. Google lists “manage and respond to reviews” as a core ranking action. (support.google.com)
7 Showcase products, services, and price lists
The Products and Services tabs provide structured data Google can read. For each service:
- Title: Bathroom Remodel
- Price: “From $15,000” (numbers improve trust)
- Description: 300‑400 characters with city keywords
- Photo: project shot
These fields feed into search filters like “Offers online estimates” or “Under $$$,” broadening your reach.
8 Track Insights and act on the data
Inside GBP Insights, watch these:
- Queries used to find your business – validates your keyword focus.
- Discovery vs. Direct searches – rising “Discovery” means Google trusts your relevance.
- Calls, website clicks, directions – tie spikes back to photo or post uploads to see what works.
Export data monthly and plug high‑performing keywords back into website title tags and blog posts.
9 Replace retired features before they hurt you
Google axed Call History and the in‑app Chat feature on July 31, 2024. (support.google.com, marketlydigital.com)
If you leaned on Chat:
- Add an always‑visible phone button to your site.
- Turn on SMS click‑to‑text extensions in Google Ads.
- Link WhatsApp or Facebook Messenger on your contact page.
For Call History, shift tracking to a static local number on your website and measure conversions in Google Analytics 4 via tel: event hits.
10 Verify early—Local Services Ads now require it
As of November 2024, you must have a verified Google Business Profile before Local Services Ads (LSA) will run, or your ads shut off. Verification can take a week—don’t wait until campaign launch. (apnews.com)
Wrap‑up: Your GBP action plan for the next 30 days
| Week | Tasks |
|---|---|
| 1 | Claim/verify profile, clean NAP citations, set categories & attributes |
| 2 | Upload 20 high‑quality photos + one video; write optimized description |
| 3 | Publish first two Google Posts; add Products & Services; request 5 reviews |
| 4 | Check Insights, respond to every review, schedule recurring photo/Post reminders |
Follow this schedule and you’ll see measurable lifts in map pack impressions and calls—often within a single billing cycle. Local search isn’t a mystery; it’s a checklist. Work the list, watch your phone ring, and leave “page 2” to the guys who ignore it.
Want to see if your homepage is speaking the right language?
Get a free homepage review and find out exactly what to fix to get more calls, clicks, and conversions.
No strings. Just real advice that helps your site do its job.
